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Marketing & Branding

Marketing is a general term to describe any activities that help sell your products and services. Branding is one of the fundamental concepts of marketing. Branding is anything you do to give your customers preconceived ideas or values that help them understand what's different and better about your products and services. For example, Campbell's Soup is a well established brand. Their logo, colors, and the design of their cans make their soup instantly recognizable as a quality product by just about anybody in North America or even around the world.

Your Marketing Tools should present your company's message through positive values your customers identify with, and motivate them to contact you. You need a design firm with a successful background in Marketing and Branding. In almost all cases we can make suggestions that will bring in more business without increasing your budget.




About Ken Lapp

 

Ken Lapp, President of Standard Marketing, has had a long and successful career in Marketing. For over 20 years he worked in newspaper, TV, magazines, direct mail and billboards handling customers such as Eaton's and The Bay, as well as a great many small and medium sized businesses in almost every category.

He's worked in design, photography, and published the Vancouver Island Tourist Guide magazine for the Vancouver Island Tourist Bureau in conjunction with the Government of BC which was distributed around the world. He set up and managed the in-house advertising and marketing agency for a large Vancouver retailer which had "AA" Accreditation with the Canadian Association of Broadcasters.

Ken has always been enthusiastic about the undiscovered power of the internet. "Most people have a basic understanding of traditional media, but the internet is still a mystery because it's so young. When you understand the simple basics, the path to making money becomes clear."

A good marketing plan almost always includes a website. A well-done website can bring in sales and save you money 24 hours a day with a very high Return On Investment.

Public Relations

Public Relations is the art of managing what your many publics think of you, your products or your organization. If done properly it can provide very high return on investment. It is the most credible marketing tool because people feel it cannot be bought. Sometimes it is difficult to control what the media say about you.

Components of Public Relations are research, feedback, and effective communication including publicity, crisis plan, press kits, press releases, and broadcasts from your website to name a few.

  • Publicity - Generally publicity is gained through mention in mass media such as television, radio, newspapers, magazines, etc. but can include the internet and any means of gaining free public exposure at all. Some common methods are:

  • Contests - Often you can arrange for prizes to be donated in return for mention.
  • Event Sponsorship - If it's for a worthy cause you are being a good corporate citizen.
  • Speech - Do you have information on any topic that most people don't?
  • Controversy - State your opinion on a controversial subject.
  • Staff Appointments - Gives the impression your organization is growing, or at least up-to-date.
  • Awards - Everybody likes to receive an award. Create one in your business category. The nominees and winners will help you publicize it.
  • Debates - Gather pundits from both sides of an issue and publicize it.
  • Company Tours - There is usually some aspect of your business that would be interesting to the general public.

Crisis Plan - Every company should have a Crisis Plan. What negative events could happen that might affect your business? For example, do you have alternate facilities and resources in case of a fire? What will you say to the media? Who will be the company spokesman?

Contact us now to discuss a comprehensive Public Relations plan for your organization.

Example

Are your Marketing Tools working together to give each more impact? As part of the Branding for PharmAnalytics we created his Brochure, Business Cards, Logo, Letterhead and Website as shown below.

 

 

 

Top 10 Marketing Tips

Increase sales and profits by incorporating these 10 points into your Marketing Plans:

  1. People feel that good looking products work better.
  2. All of your communications should look the same. It gives each ingredient more impact as mentioned in Branding above.
  3. It's easier to sell to people that are already buying from you.
  4. People like to buy from their friends. Be friendly.
  5. Give people reasons to believe you, such as testimonials or credentials.
  6. Always be positive.
  7. Speak and write in words anyone can understand, and use as few as possible.
  8. Always have a call to action.
  9. It's best to be first. If you're not first, be better. If you're not better, be different.
  10. Repetition sells.

Send us an email today for a no obligation consultation on increasing your sales and profit.

5 Questions Every Homepage Should Answer

 

  1. What do you do, and if appropriate, in what geographic areas?
  2. Why should I trust you? e.g. credentials, testimonials.
  3. Are you taking the risk out of the transaction? e.g. Money Back Guarantee.
  4. Why should I buy from you and not your competition?
  5. What action do you want me to take now? e.g. fill in a form, phone you, go to another page.

Send us an email today for a no obligation consultation on increasing your sales and profit.


Advanced Marketing

The larger your company and the more competitive your situation, the more important it becomes that you deal with advanced marketing concepts. Here are some questions you might ask:

  • Your Product - What value does your product or service offer? To what extent is it self-evident? What features and benefits does it have? What makes it different than what's already on the market?
  • Your Price - You need a price for your product that serves the customer and maximizes company profit. Will you make more money by increasing your price and selling less units, or the other way around? How does your product compare with the competition at different price levels? Should you offer terms or discounts?
  • Your Communications - Every organization has many different publics - for example, your suppliers, your shareholders, your associates, your staff, your clients or customers, and of course the general public. The relationships you have with each of them is called Public Relations. It's important to monitor their needs on an ongoing basis. Do you know how? What should you say? What is the most effective way to reach them, how often and when? Have you told them why they should trust you? Is your Crisis Plan up-to-date?
  • Your Distribution - Where are your customers geographically, and what are the most effective Marketing Channels to deliver your product? How does 'where your product is sold' affect its image? How do you communicate with and influence your Channels to sell more of your products.

Send us an email today for a no obligation consultation on increasing your sales and profit.


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