Viewing entries tagged
Courtney King

How to Identify the True Equities of your Brand

Comment

How to Identify the True Equities of your Brand

It is important to know your true equities as a brand. It strengthens the brand and customer relationship and identifies the individual characteristics that make your brand unique. Begin this process by identifying what makes your brand recognizable, memorable and distinctive.


Recognizable

Identify what makes your brand recognizable. The more recognizable, the more trust can develop between brand and consumer. When customers recognize a name they are more likely to reach for that product. Get your name out there. Advertising and publicity should reinforce brand voice.

Memorable

Continue on to make your brand memorable. It is important for buyers to associate your brand as the top choice. Consumers base decisions on price and past experience with a brand. Build a quality emotional and functional value for your product.

Distinctive

Determine your brand promise and how it answers to the customer. Appeal to the personality of your ideal consumer and craft your promise accordingly. Customers respond to a strong brand identity. The more distinctive and unique the more you relate to your ideal customer

By identifying the true equities of your brand you determine what value you bring to your customers. It helps you to answer: Who are you as a brand? What your brand story is? What strengths your brand has? and What your relationship to your customers?

 

Comment

5 Tips for Effective Email Marketing Campaigns

Comment

5 Tips for Effective Email Marketing Campaigns

Email marketing campaigns are a great way for brands to reach out to their target customer. They are a fast and cost-effective way of delivering content. With more brands turning to this method it is important to approach email marketing the right way otherwise your emails risk the chance of being blocked, deleted, or unsubscribed from.

The following tips help improve email marketing campaigns.

1. Target

Don’t spam! Segment your audience according to characteristics. This allows you to tailor the content of your email to certain customers. Instead of sending everything to everyone, your campaign lands in the inboxes of the customers who want to see it.

2. Strong Subject Lines

The subject line is the hook, it needs to entice the reader to click. Subjects need to be short to help leverage curiosity. Be sure to connect the subject line to the overall content of the email. Set up an expectation for the viewer and fulfill it.

3. Call to Action

Craft a call to action in each email. Display the offer and the end date clearly to promote a sense of urgency. The body of your email should draw your customer in and lead to your brand website.

4. Responsive Design

It is important for email marketing campaigns to look good on both web browsers and mobile device platforms. Responsive designs create a better experience for the viewer and optimize the effectiveness of your campaign.

5. Analytics

Focus on the conversions. Take advantage of email marketing tools offered through Hubspot, Mailchimp or Constant Contact to help track click to open rates. These platforms help your brand get the most out of your campaign as they track sales generated.

Email marketing campaigns can be a useful way to communicate and build relationships with customers, gather important analytics and increase ROI. These tips can help transform how your email marketing campaigns land with potential customers.

Comment

Millennials: The Hard Workers and The Savers

Comment

Millennials: The Hard Workers and The Savers

Millennials have been accused of being the laziest generation yet. They are labeled narcissistic, impatient, entitled and disrespectful. Although many believe this, the statistics say otherwise.

According to the Pew Research Center one in three American workers today are Millennials. This year, the Millennial Generation surpassed Generation X as the largest share of the American workforce. This proves that young people are focused and hardworking.

Not only do Millennials work hard they also save hard. They are leading a new era of financial conservatism. Millennials are confident about their ability to save and diligent about their budgets. 56 percent of Millennials believe they are “good savers” and many rely heavily on banking and financial apps to help do so. They have turned to their phones to aid them in tracking their spending.

The accusations of laziness and labels of narcissism are nothing new. Each generation before has faced similar claims, the only difference is that the Millennial Generation is actually evolving. They have adapted and learned how to cope with debt and they are preparing for a better future much earlier on.


As a brand, it can be difficult to reach a generation that is unwilling to spend. On The Fresh we have explored how to craft a campaign that appeals to Millennial Women and the African American Millennial Man. Although specific, this background knowledge can help your brand become a staple to the Millennial Generation. The hard workers and savers will view your brand as worth investing in every time.

 

Comment

Marketing at the Speed of the Consumer

Comment

Marketing at the Speed of the Consumer

As a brand, it is important to keep up to speed with your consumer. We have discussed this concept as it relates to social media on The Fresh before.  Our blog, The Millennials’ Most Significant Relationship: Social Media, covered what millennial women are looking for when they engage with social media.  This is just one facet of the increasing speed of marketing.

Consumers are plugged in. They are continually connected and constantly influenced. Social networks have evolved to be more interactive and multi directional. Online networking can now mimic real time communication. As a brand you must operate at this level.

All channels have increased speed.  Results are expected faster, judgements are made more quickly and demands for growth have increased. The online community can build up or kill a new product over night. New knowledge is expanding. In the mid-20th Century knowledge doubled every 50 years and in 2010 new knowledge doubled every 11 hours. Today, new knowledge most likely doubled since you woke up this morning. New information is churning out at a volume and speed that makes it difficult for brands to secure themselves in the market place. Operating at the speed of your consumer can help you stay at the forefront of this tidal wave of new knowledge.

There are several things brands can do to keep up with the consumer:

  • Leverage big data and analytics. Research and know what your customers are engaging with. Applying this data leads to faster and better responses to overall business challenges.

  • Aim for immediate satisfaction. This includes offers such as same day delivery, and instant downloads.

  • Respond. Customers need attention throughout the customer journey, no matter what stage they are in.

  • Utilize the cloud. The infinite space and flexible structure will be useful as the volume of data increases.

Brands need to launch, learn, and improve faster. By staying up to speed with the consumer, brands will eventually be able to predict what the consumer wants even before they know they want it.


Additional Sources:

Customer Think

Comment

How Microsites are Useful for Brands

Comment

How Microsites are Useful for Brands

A microsite is separate from a company’s larger website and often focuses on one product. It provides specialized information without the clutter of a full website. Microsites can be used permanently or temporarily to promote a new product, launch a campaign or highlight a promotion.

Microsites are an exclusive space for the customer to interact with the product. The most effective microsites have focus by narrowing in on one product and providing quality information. They bring awareness to the product, create a call to action, and creatively use the opportunity to design an engaging interactive site for the user. Microsites provide flexibility and experimentation which can branch away from the restraints of the larger company’s website.

 

When crafting your microsite it is important to focus on the buyer persona. The site should cater to the personality and characteristics of the ideal customer. This means the content should be more about the customer than the product or services. Overall, microsites provide numerous benefits including:

Microsites are a versatile space for brands to provide a personalized experience for the ideal customer to engage with a product. Having a microsite creates an online community that centralizes the brand as a major source of quality information.

Comment