Once you’ve designed the studied and determined your primary market, created the perfect postcard mailing campaign, compiled your mailing list and created the ideal postcard design, you still have one hurdle left: Getting your postcard out to your potential customers. Although everyone of us has experience in actually mailing a letter, when it comes to mailing hundreds or thousands of the same letter, it becomes a lot more complicated. Here’s a few of the major issues and/or concerns which can come up in mailing out a postcard campaign: Read More
Luxury Items and The Problems of Consumer Preconceptions
May 8, 2008 – 4:37 pm
As we’ve discussed before, a brand can become successful by positioning itself as exclusive. Since it has been shown that people will invariably consider a more expensive brand as being a better product, companies create exclusive brands at higher prices to cater to those who are willing to pay for an “exclusive” experience. However, that exclusivity can be damaged and/or destroyed by a product which spreads itself too far and becomes too accessible. For example, if a product like Dom Perignon becomes available at a lower price and as such, more people are able to drink it, it would no longer be a prestige product and its appeal to consumers looking for a luxury alcohol item.
With that having been said, should one company try to cover all facets of the economic spectrum with a single brand? According to this branding article, the answer is no. Read More
How Do You Sell What People Don’t Like Buying?
May 8, 2008 – 2:36 pm
Not every product is an easy sell. Sure, there are things that everyone likes and enjoys buying, like chocolate for example, which don’t require much embellishment to sell. But there are certain items and products which require a bit more effort and creativity. That’s the point of an article on 5 Blogs Before Lunch that discusses the process of selling difficult or unpopular brands. According to the author, the key is “that creativity and understanding the customer’s perspective are important when trying to sell unpopular products.”
We’ve discussed the concept of the importance of putting the customer’s perspective before your own previously, but it is never more important than when you are dealing with products or services that are not popular or not enjoyable for the customer to purchase. Read More
How Uniform Printed Materials Are Your Company’s Uniform
May 8, 2008 – 12:23 pm
If most people see a blue baseball cap with a white NY on it or a silver football helmet with a blue star, they will be able to associate them with the New York Yankees and Dallas Cowboys respectively. That is because those franchises have spent the time to associate those symbols with themselves by years of use and promotion. The same theory applies to other businesses. You can associate particular color schemes, logos and designs with your company by systematically presenting them in conjunction with your company and its products. Read More
Is “Mac” Ready to Join the Corporate World?
May 6, 2008 – 5:09 pm
We’ve all seen the Mac v. PC commercials with their representation of Mac as a hip young man as opposed to the stodgy PC. However, as this Business Week article points out, “Mac” may be abandoning its too hip for the corporate world stance and “joining the corporate rat race.“ The reason for this change is the fact that Apple has become so omnipresent with its IPod and IPhone franchises that it is natural that employees will now want to bring their Apple loyalty to the workplace. Read More
Using ALL of Your Business Card to Sell Your Company
May 6, 2008 – 3:30 pm
Previously, we’ve discussed the way that your business cards can become part of your corporate branding. In that article, we discussed how much of an asset the business card is in establishing your personal or corporate brand and how many people do not put the effort to get the full use out of the business card as a form of advertising. Today, the Wall Street Journal agreed with that argument. Read More