Tag Archives for " marketing messages "

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The secret to success: Clarity in business communications.

BNBranding logoClarity is the key to many things… Marriage, international relations, politics and parenting would all benefit from more clarity. But let’s stick to the subject at hand; Clarity in business communications.

Business owners and marketing people face an ongoing war of clarity vs. confusion. Simplification vs. complication. Persuasion vs. nonsense. Straight talk vs. bullshit. clarity in business communications BNBranding

Doesn’t matter what form of business communications we’re talking about — from a quick tweet or a simple email to an in-depth webinar or long-term TV campaign — you need to be clear and succinct about what you’re trying to say.

It takes discipline and creativity to maintain clarity in business communications.

It’s easy to confuse people. Eighty percent of my professional life has been spent helping clients clarify things. The message they have in mind is always clear in their own heads — and maybe to a few insiders — but it’s seldom clear to the outside world.

A lot gets lost in translation, and you have to find many different ways to say the same thing. Clearly.

The fact is, words matter. Images matter. Tone matters. A single misused word, photo or graphic can derail entire campaigns and leave your most important audience scratching their heads. You don’t want people saying “huh? or “wait, what?”

Want to avoid low morale and high turnover? Be clear with your people.

A Gallup Poll on the State of the American Workplace showed that there’s very little clarity in business communications. In fact, fully 50% of all workers are unclear about what’s expected of them. And that lack of clarity causes enormous frustration.

When confusion runs rampant, it costs a bundle.

So don’t just whip out that email to your team. Take time to think it through. Edit it. Shorten it. Craft it until it’s perfectly clear. You’ll be amazed how many headaches you can avoid when you just slow down and make the extra effort to be painfully clear.

Want to stop wasting money on advertising? Be clear about the strategy.

Think of it this way… Effective advertising is a combination of two things:  What to say, and how to say it. The “what to say” part means you need to articulate your strategy very clearly. The “how to say it” part is the job of the creative team. You need to be clear on both fronts.

The copywriter and the art director can’t create great advertising if they’re not clear on the strategy. Unfortunately, most business owners are quite wishy-washy on the subject of advertising strategy. And, unfortunately, a lot of marketing managers can’t spell out the difference between strategy and tactics.

So before you start writing ads, speeches or web copy, be clear about the strategy for that particular assignment. Clear strategy leads to clear copywriting and clear communications.

Want to build a brand? Be clear about what it stands for.

Filmmaker Morgan Spurlock did a great documentary about product placement in the movie industry called  “Greatest Movie Ever Sold.”  There’s a scene where he’s pitching his movie idea to a team of top executives of a well-known natural food company, and they’re concerned that his spoof is not really right for their brand.

“So what are the words you’d use to describe your brand.” Spurlock asks. “Uhhhhhhhh. That’s a great question…”

41394 No reply. Nothing but a bunch of blank stares and squirming in their seats.

Finally, after several awkward minutes, one guy throws out a wild-ass guess that sounded like complete corporate mumbo-jumbo. They were in the spotlight, on national TV, and they had no business clarity whatsoever.

One thing you can do to encourage clarity in business communications is to write and produce a brand book that spells out exactly what your brand is all about. And what it isn’t!

Boil it down to a microscript your people will actually remember, rather than the usual corporate mish-mash mission statement. Then make sure that it becomes an integral part of your on-boarding procedure.

Because if your own people don’t know what your brand stands for, how will the customer know?

Want traction for your startup?  Find a name that’s clear.

Start-ups are hard enough without having to constantly explain your name. Like these internet inspired misses: Eefoof. Cuil. Xlear. Ideeli.  That’s just confusion waiting to happen…

“How do you spell that?”  “What’s the name of your business again?” “How do you pronounce that?” “Wait, what?”

Instead, go with a great name like StubHub. It has a nice ring to it. It’s memorable. And it says what it is. Digg is another good example. In that case, the double letters actually work conceptually with the nature of the business…  Search. Deeper.

Want advertising that actually drives sales? Be clear and overt about the value proposition.

BNBranding how to choose the right message for your adsNot just a description of what you do or sell, but a compelling microscript of the value experience that your target audience can expect. It’s a sharply honed combination of rational and emotional benefits that are specific to the target audience, and not lost in the execution.

Creativity is the lifeblood of the advertising industry. Don’t get me wrong… I love it, especially in categories where there’s no other differentiation.

But sometimes you have to put clarity in front of creativity.

So start with strategy. Then be very clear about the value proposition.  Then a tight creative brief. And finally, lastly, ads. That’s how you can achieve clarity in business communication.

Want funding for your startup? You need overall business clarity.

When you’re talking about your amazing new business idea, be very, specifically clear about what’s in it for the consumer and how the business model will work. It all needs to be boiled down into a one minute elevator pitch that is painfully clear.

There can be no confusion.

You also need to be very clear with potential partners, employees, investors and especially yourself. If the idea’s not clear in your mind, it’ll never be clear to the outside world.

Want a powerpoint presentation that resonates? Be clear with your writing and stingy with the slides. 

Powerpoint is one of the biggest enemies of clarity in business communications. The innate human desire to add more slides, more data, more words and more bullet points just sucks the wind out of your ideas and puts the audience in a stupor.

Next time you have a presentation to do, don’t do a presentation. Write a very clear speech. Memorize it and make ’em look you in the eye, rather than at the screen. If nothing else, they’ll get the message that you’re willing to do something radically daring.

Learn more about more clarity in your powerpoint presentations.

Need help clarifying your messages? Need better clarity in business communications in general?  Call us. 541-815-0075 Keen branding

5

Sorting through the endless “marketing opportunities”

BNBranding logoThe marketing landscape isn’t really a landscape anymore. It’s more like a fast moving landslide, snapping trees and engulfing unsuspecting business owners up to their ears in muck.

Most clients I know can’t possibly wade through the complex maze of choices.

They are wearing so many different hats, they can’t begin to sort out all the “marketing opportunities,” much less make sound strategic decisions regarding each one.

Quite frankly, it’s silly to even try.

There’s affiliate marketing, agile marketing, advertising, analytics, ambush marketing, B to B, B to C, B to P, behavioral marketing, blackhat marketing, branding,  blog marketing and buzz marketing. And that’s just the first two  letters of the alphabet.

It’s nuts. This is one area where delegation and outsourcing are the only paths to sanity.

Even the biggest brands in the world, with massive marketing departments, can’t make sense of it all. Bob Liodice, President and CEO of the Association of National Advertisers summed it up at a recent conference in Orlando.

“Yes, there’s been substantial technological progress. But is that progress getting us anywhere? The answer is no,” Liodice said. “We should not accept this byzantine, non-transparent super complex, digital media supply chain. No one can understand it. ”

new approach to website designUnless you have a background in at least one major marketing discipline, or unless you have time to devote 30 hours a week learning this stuff, your business will be better off if you stay focused on what you know, and turn to a savvy marketing pro who can dodge the landslide altogether.

I’ve seen what happens when business owners try to forego that marketing help, and try to tackle too many tactics…

• Sloppy, ineffective websites go live, simply because the owner has more important things to do.

• Value propositions go undefined and miscommunicated, both to the sales staff and to end users. Ask 100 small business owners “what’s your value proposition” and at least half of them will be stumped.

• Trade ads get printed in consumer magazines because the “marketing person”/executive assistant doesn’t know the difference.

• E-commerce sales copy on umpteen online retail sites is unproofed, uninspiring and untrue, leading to lackluster E-commerce sales.

• High-dollar digital campaigns directed to teenage gamers pop up on Our Time – a dating site for people over 50. Re-targeting gone wrong!

• Marketing tactics and strategy get completely out of alignment.

• A company that provides private jet services spends hundreds of thousands of dollars on schlocky local TV ads. The phones ring, but no one buys. Big surprise. They’re shouting to the wrong audience entirely –  one that can’t possibly afford the product.

• Social media posts go viral – but they’re so off brand and out of left field, no one has any idea where they even came from.

Yep, the good, ol’ American do-it-yourself mentality dooms many marketing efforts, and even ensures the failure of thousands of businesses every year. For every new tactic, and every variety of marketing, there are a hundred different ways to screw things up.

waste in advertising - BNBranding's Brand Insight Blog

So what are you supposed to do? How can business owners find the right marketing tool for the job and quit wasting time on marketing opportunities that go nowhere?

First of all, you need to have a general grasp of the complex marketing landscape.

Reading this blog and other credible sources is a good start. You need to know just enough to manage the process. It’s no different than managing lawyers or accountants or programmers… you can’t be totally in the dark about what they’re doing

Second, find someone you trust implicitly to help you wade through all the marketing clutter.

There are thousands of capable consultants, agencies, firms and freelancers who would love to help you. They will pour heart and soul into your marketing efforts, if you just treat them fairly and pay them on time and accept their outside perspective as a positive.

It’s easy to say, “yeah, well you don’ t really understand my business.”  They may not know it as well as you do, but what we do know is marketing, That’s what you’re hiring us for. We can learn the ins and outs of your operation as we go, just as you can learn the basics of marketing and branding.

Third, set clear goals, expectations and metrics.

Demand some accountability. The last thing you need is someone running around spending all your marketing dollars with no clear direction.

Balance your marketing strategy and tactics with BNBrandingYou need to balance your strategy and tactics and possibly even pull all the pieces together with marketing automation tools.

So start with strategy, not tactics.

Social Media marketing is not a strategy.

Digital advertising  is not a strategy.

Marketing automation is not a strategy.

If you don’t know the difference between strategy and tactics, all the more reason to  outsource your marketing.

Don’t expect a specialist in one little marketing niche to understand the entire marketing landscape. It may take one person to set the strategy and another group to execute all the tactics. After all, there are a lot of them.

I have a client who has spent 10 years studying marketing, just so he could “talk intelligently” with people like me.

He has read hundreds of marketing books, attended conferences, and traveled the country to hear the big-name gurus speak. He’s learned a lot, and yet he freely admits he could never do what I do. Because learning it from a book and actually doing the work successfully, over and over again, are two different things entirely.

But now he knows enough to manage the process. And he has someone he trusts to help him choose his opportunities wisely, and maximize every one.

Here’s more on how to find the right person to manage the complex marketing landscape.

If you want help navigating it all, call BNBranding. And if you’re thinking about marketing automation tools, we should talk.

1

“Brand” Trumps Managerial Incompetence.

I need to stop being surprised by managerial incompetence.

managerial incompetence Brand Insight Blog by BNBrandingHonestly. I need to reframe my expectations and just be pleasantly surprised when I encounter an exception to the rule. Because everywhere I turn, knumbskulls, nuckleheads, nitwits and nincumpoops seem to rule the world.

These are just a couple examples that I’ve encountered in the last year:

The retail store owner who has no handle on her inventory levels, media expenses or her labor costs.

The non-profit executive who has a revolving door of talent, going only one direction. (Four different marketing directors in five years.)

The managing partner of a professional services firm who constantly, habitually, over-bills his clients.

The Director of Communications who doesn’t communicate with anyone internally.

The CEO who can’t pull the trigger on anything more meaningful than which consultant to hire.

Failures like those are rampant. One leading consulting firm reports “with solid empirical justification, that managerial incompetence across all levels is 50%.” (Of course, their study didn’t include the companies that went out of business due to managerial incompetence.)

So the bad news is, there’s a 50-50 chance that your boss or your manager is incompetent. The good news is, 50% of the companies you compete with are also chock full of managerial incompetence.

And here’s more good news:  It’s well documented that strong brands help companies weather all sorts of managerial miscues.

Strong brand affinity can help companies weather a price war. According to the International Journal of Business Research, a brand acts as a buffer when the company fails on the customer service front.  And beloved brands can weather PR storms that would make most companies melt.

Look what happened to Toyota.

In 2009 and 2010 Toyota recalled 8.8 million vehicles due to safety concerns with accelerator pedals.  Time magazine ran a feature story titled “Can Toyota ever bounce back.” One industry expert told CBS Anchor Harry Smith, “We’ll be seeing major problems with the Toyota brand for at least a decade, maybe two.”

Toyota’s CEO quipped that he was not Toyota’s top executive as much as the company’s chief apologizer for blunders, mishaps and overall sluggish business. It was a PR disaster, and another example of managerial messiness.

Business Insider reported “The company failed miserably in its initial crisis management, but that’s what makes Toyota’s case so intriguing. Despite its monumental mistakes early on, Toyota still bounced back. Why? It didn’t take long for the public to remember Toyota’s previously stellar reputation.”

Contrary to all the doomsday speculation, the Toyota brand made a quick recovery, recapturing its status as the #1 selling car brand in America. (In 2016 they had the #1 and #2 selling car in America.)

Not surprising really, given the consistency and long-term track record of the Toyota brand.

“The Toyota brand showcased its resiliency, with its positive reputation built up over decades of good performance. The company leveraged this, focusing its marketing once again on safety and its proven track record. It had to show that this disaster — including its own horrible mishandling of the situation — was an aberration.”

branding blog about toyotaToyota has been one of the world’s most beloved brands for over 30 years. People absolutely love their Land Cruisers, Corollas Camrys and Civics. AdWeek magazine puts Toyota at #67 of the world’s top 100 brands, the highest ranking of any automobile company. (Volkswagen is the only other car brand that makes the list, at #89. Forbes reports that Toyota is the 9th most valuable brand in the world.

So what does this all mean for the typical small to mid-sized company? Here are a few lessons:

1. It pays to consistently deliver on your brand promise. Toyota’s resurgence proves that branding is a process of consistency and endurance. Year in and year out they keep delivering on the idea of reliability and resale value. So when the company hit that bump in the road, it didn’t really slow them down. What’s your brand promise, and are you delivering on that promise every day?

2. Managers make monumental mistakes. CEOs come and go, often in a flaming blaze of glory. Products sometimes fall drastically short. But if you’ve built a strong brand your devoted fans will cut you some slack. The emotional connection they have will prevail over any short-term disappointment.

3.  A solid brand platform is critical to the success of your management team. They gotta know what you stand for, and they’re not necessarily going to get it unless you spell it out for them. You have to communicate your brand promise all the time, and promote it feverishly with your team. How else are they going to understand the culture, the core values, the expectations of consumers, and the business goals? Don’t assume anything.

4. Great managers are hard to find. No one has the childhood wish of becoming a great manager, so if you have some on your team, keep them there! Reward them handsomely. Treat them like Gods. Transform their relatively mundane, under-appreciated work into something truly valuable.

5. Create an atmosphere of forgiveness, where failure is rewarded rather than punished. They’re going to make mistakes — remember the 50% incompetence stat — so you might as well embrace it. Encourage action and let your managers know that doing something wrong is better than doing nothing at all.

6. Make every manager a die-hard brand champion. If they’re not, get rid of ’em.

For more about the power of a great brand, read this post

BNBranding how to choose the right message for your ads

TMI – How information is killing your advertising

brand credibility from branding expertsContrary to popular belief, information is the enemy of persuasion. Not the friend. In fact, too much information is the number one killer of advertising, presentations, speeches and brand messages in general.

Most people think they can convince, sell or persuade by piling on facts and stats. Well, it might make you feel smart, but it’s not going to produce results. In fact, the more information you stuff into an ad, the less you’ll get out of it.

Information is what web sites are for. You can cover all the nitty gritty details in the content of your site. That’s where you go deep with blog posts and white papers. Don’t try doing that in your advertising.

too much information in advertising and marketing

Lead them gently down that primrose path to conversion.

Effective advertising leads prospects to that information and moves them further down the primrose path to conversion. It doesn’t change minds, it simply gets people moving in the right direction… from ad, to website, to content, to store, to purchase. That’s how it’s supposed to work.

Many people try the short cut, thinking they can do it all in one ad. There’s no thinking behind it. No strategy. No emotional hook. And worst of all, no story.

Just get the word out there. Load ’em up with product specs and features. Give ’em every detail of the coming event. Show ’em every product that’s on sale! Baffle ’em with the factoids.

Here’s an example: Several local hearing aid businesses run huge, full-page ads in the paper every week. It’s a wise media strategy, because the newspaper reaches senior citizens quite effectively.

Terrible execution though! The ads are all type and hype… packed with nothing but facts, retail features and weasels. Someone could easily win that marketing battle simply by removing the facts and taking a less-is-more approach.

Because seniors don’t like being bored to death either.

If you ignore the emotional benefits of hearing well, and start droning on about the techno-wizardry of the latest, greatest hearing aid, you’re missing it entirely.

Advertising is an arena geared specifically for stories and emotional benefits. The imaginative part of the sales pitch, if you will.  Save the product features, details, proof points and testimonials for your website or for the sales pitch once they’re in your store. And even then, you need to use information wisely.

A Harvard Business Review study revealed the underlying problem with more information… unnecessarily confusing paths to a purchasing decision.

BNBranding how to choose the right message for your ads

“Companies have ramped up their messaging, expecting that the more information they provide, the better the chances of holding on to increasingly distracted and disloyal customers. But for many consumers, the rising volume of marketing messages isn’t empowering—it’s overwhelming. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage.”

The study compared the online advertising of two digital camera brands. Brand A used extensive technical and feature information such as megapixel rating, memory and resolution details. Nothing about the beautiful images you could capture.

And guess what? All that information didn’t lead people closer to a decision. It led them down a frustrating rabbit hole and drove them to consider Brand B.

“Brand B simplified the decision making process and helped prospects traverse the purchase path quickly and confidently.” The approach focused more on the end results have having a great photo, rather than the features of the camera. Duh.

“The research showed that customers considering both brands are likely to be dramatically more “sticky” toward Brand B… The marketer’s goal is to help customers feel confident about their choice. Just providing more information often doesn’t help.”

I’ve had bosses and clients who believe that every inch of every ad should be utilized to its fullest extent. In other words, pack it with facts. Leave nothing out. “White space is for people with nothing to say.”

The underlying reason for that is usually insecurity and/or inexperience. The results are predictably dismal… You end up with a frustrated creative team, confused consumers and lousy response rates.

So if you’re working on a new ad campaign, make friends with the Delete button. Embrace the white space. Learn when to shut up. When in doubt, take it out!

For more on this subject, check out THIS post

Advertising tips — Bad puns, bribes and other branding blunders

BNBranding logoGuess what…  Great advertising is hard to come by. And advertising mistakes are much more common than home runs like “Got Milk”  “Just Do It” or “Mayhem is Everywhere.”

more effective advertising BNBranding

clients don’t always have the nerve to run the best spots.

Advertising is hard for corporate brand managers who have big ad agencies, market research firms, and millions of dollars at their disposal. It’s hard for the mid-level marketing manager who knows her consumer, her market and her sales pitch, really, really well.

Advertising is even hard for the hottest advertising agencies. They don’t always hit home runs.

So why do so many small business owners think they can do it themselves?

This DIY mentality is rampant. Why do they take it upon themselves to write headlines, choose photos, and dictate the direction of print ads, commercials and digital campaigns?

C’mon. That’s how we end up with so many awful commercials.

Please, if you’re responsible for your company’s advertising — and ultimately, the perception of your brand — delegate the advertising to a pro. Not to the intern who’s doing social media posts. Not the local TV station or radio atation. Not a graphic designer. A real advertising professional. If you do that, you’ll avoid most of the most common advertising mistakes that your competitors are making.

Effective leaders know when to quit and how to delegate. They recognize their own limitations and they hire well-qualified employees and agency partners to fill in the gaps. I guarantee you, the leaders who attract great talent and build sustainable brands are not doing their own advertising.

Micromanagers repel talent. And when they try to do their own advertising, their brands repel customers.

Graham Robertson of Beloved Brands says the best brand managers do two things: They keep great advertising on the air, and they keep bad ads off.  So if you’re in charge, if nothing else, avoid these 4 common advertising mistakes at all costs:

1. Bad Puns

When the experts sit down to devise concepts for a new ad campaign, puns always come up. It’s a natural part of the creative process. Luckily, most copywriters have enough common sense to throw out the bad puns with all the other quickly conjured ideas.

4 common advertising errorsUnfortunately, those who should NOT be doing the ads — bosses, accountants, engineers and spouses — sometimes force puns upon us.

For instance, zoos have a lot of material for puns and adolescent humor. Otters,  lemurs and baboons are just begging to end up in meme hell. “Come and visit our new ‘otter’ space.”  (Sorry. See how quickly that can go south.)

Even banks have digressed into the land of punishing puns. Like this ridiculous one for Washington Mutual, when it was still in business:

Chicken Checking for a has-been bank.

Chicken Checking for a has-been bank

Puns are the low hanging fruit of advertising ideas, and should be picked quickly and spit out. Into the trash. A good writer will turn a phrase, craft the line, and have fun with some words, but he won’t give in to the temptation of puns.

I get paid to tell clients what’s on brand, and what’s off brand. I’ve yet to encounter a company where a bad pun would be on brand.

2. False and misleading claims.

This one should go without saying, and yet I recently read that a local car dealer got fined $28,000 for false advertising. Bait and switch is not a good branding strategy.

I’ve also seen this happen in the natural foods industry…  there are still a lot of snake oil salesmen out there who want to make outlandish, unprovable claims about the healthiness of their products.

Don’t do it. Let your tribe of like-minded, health-conscious adult customers come to their own conclusions. (for more on that check-out this post.) A talented team of advertising pros can find truth in just about any product or service. If they can’t, you better find a different agency.

3. Bribery.

A lot of companies these days want to provide discounts, promos and  “incentives.” These come in many forms, from deal-of-the-week online coupons to Facebook promotions and new client referral deals.

Unfortunately, “offers” like that are like the crack cocaine of marketing. People get hooked. They’re not loyal, long-term customers, they’re just deal junkies looking for a fix.

Next week they’ll be off buying from someone else with a better offer. It’s not a good, long-term strategy unless your prices substantially lower than your competitors.  Are you out to build a “value” brand in your category?  If so, go right ahead! Run discounts, sales and incentive programs all day long. Attract as many of those deal junkies as you can and be prepared to continuously court a whole new crew of customers.

If not, you better spend time devising a new value proposition. You need better reasons to buy than just price.

4. Talking about yourself

Delete the words  “we” “me”  “ours” “I” and “my” from all your marketing communications. If you’re talking about yourself, listeners will tune you out faster than you can say “next station.”

Your insider information does not translate to relevance for the consumer. And cliches like “our friendly courteous staff…” will do absolutely nothing for your bottom line.

BNBranding how to choose the right message for your adsAll the consumer cares about is “what’s in it for me?”  So if you want to get through to customers and make sales, talk about them. Not about you, or your family, or your company, or your company’s processes.

I saw an awful commercial recently for a local golf course (The high-falutin’ kind of course that charges $85 bucks a round but isn’t as good as the local municipal course.)  It was nothing but a family portrait of the pro/owner and his not-so-cute family.  “Hey, look at us!”

The spot was based on the ridiculous assumption that “family owned” counts for something among golfers. To me it just means that guy and his family are getting rich by overcharging for a mediocre round of golf.

Talk about flushing money down the drain. Not only will that claim NOT attract golfers, the message will actually REPEL prospects and encourage them to call the neighboring golf course where there aren’t any little rug rats running around.

I guarantee you, that was a do-it-yourself ad. (I think he committed three out of the 4 advertising errors.) He might as well just give his hand his competitor the money he spent on that commercial.

For more on how to do better advertising, try THIS post.

If you want advertising that’s well thought out, and well executed, call me at BNBranding.

BNBranding's Brand Insight Blog

Truth and clarity about Guerrilla Marketing

BNBranding logoIt’s 1810. Napolean’s armies have conquered all of Europe and are enjoying the spoils. But in Spain, small bands of dedicated freedom fighters wage their own war against the occupying forces.

They sneak. Strike. Move. Hide. And strike again. They involve the enemy in a long, drawn-out war, and ultimately prevail.

That’s how the term Guerrilla Warfare came to be. The literal, Spanish translation is “small war.”

Fast forward to 1983. Jay Conrad Levinson, an old-school, advertising guy from Chicago, borrows the term for a marketing book he’s writing. “Guerrilla Marketing” becomes one of the most popular business books of all time, with endless spin-offs and merchandise tie-ins.

1235585847_16010911_bgToday “Guerrilla Marketing” has become a cliche.

The words stick, but few business people have any idea what it really means. They confuse guerrilla marketing with blow-up gorillas.

For some, guerrilla marketing is nothing more than a convenient catch-phrase; justification for poorly planned, seat-of-the-pants marketing efforts.

They throw together a last-minute  promotion and call it guerrilla marketing.

They run a Facebook campaign to support the sale of the month, and call it guerrilla marketing.

They  print posters for telephone poles, and suddenly, they’re king of the guerrillas. Godzilla marketing!

The problem is, many people don’t understand Guerrilla war to begin with.

Guerrilla warfare might seem like a sporadic, hit and miss affair, but it’s not. Every attack is part of an expertly devised strategy. There’s always someone planning and orchestrating the attacks to make sure the guerrilla tactics produce the most damage at the least possible cost.

Strategy first. Execution second.

Levinson spells it out: “Guerrilla Marketing enables you to increase your sales with a minimum of expense and a maximum of smarts.”

balance your marketing tactics and strategy with BNBrandingRepeat, “maximum smarts.”

Levinson repeatedly stresses the importance of planning, especially for small businesses that have limited resources. His idea of Guerrilla Marketing involves wise strategic planning, big ideas and inexpensive but effective tactics.

A balance between strategy and tactics. 

“Entrepreneurs must govern tactical operations by marketing strategy,” Levinson said. “And all marketing efforts have to be weighed against that strategy.”

Good advice.

Most small businesses have all sorts of “guerrilla” tactics, but no strategy whatsoever.

And here’s the catch: Guerrilla tactics won’t work unless they are strategic and sustained. Unrelentingly.

Levinson’s book stresses personal commitment and consistency, like those Spanish fighters had. But many business owners give up campaigns and change directions on a whim. They don’t plan, they react. They wait and see how much they can afford for advertising and then spend haphazardly. It’s a knee-jerk effort that seldom produces any lasting results.

Instead of a knee-jerk approach, guerrilla marketing consists of a continual advertising presence all year long. It may be small, but it’s a presence.

So the true essence of Guerrilla Marketing, according to the book on the subject, is an innovative strategy and unwavering commitment. Your tactics may be inexpensive to execute, but you have a plan and you stick with it like a track on a tank. That’s Guerrilla Marketing!

“In working with small clients  the greatest stumbling block is their inability to understand commitment,” Levinson said. “You must think of marketing as an investment. Not an expense. And you must see to it that your marketing program is consistent.”

True guerrillas are committed to the bone… they won’t give up until they’re dead, or until the enemy is defeated. Guerrilla armies are outnumbered, out gunned, and out-classed in every conventional way. That’s why they resort to unconventional tactics.

In some of his later work Levinson defines Guerrilla Marketing this way… “a body of unconventional ways of pursuing conventional goals.”

Unfortunately, few guerrilla marketers qualify as unconventional. They employ the same tactics as their traditional competitors, only they do much less of it. They cut corners on important executional details and chalk it up to their guerrilla approach.

Guerrilla warriors use unconventional tactics.

Guerrilla warriors use unconventional tactics.

For a guerrilla army, it’d be like launching an attack in broad daylight with nothing but but BB guns.

Execution matters!

Levinson hardly mentions creativity in his original book, but creative, unconventional execution is crucial for guerrilla marketers. The biggest brands can throw money at a problem and run ads until a year from Tuesday. Guerrilla marketers can’t. They have to be smarter. Sharper. More persuasive. More creative.

Creativity is the key to Guerrilla marketing

Creativity is the key to Guerrilla marketing

Small businesses simply cannot afford messages that don’t resonate. Words that don’t inspire. Or photos that fall flat and impotent. Every element of every guerrilla marketing war needs to be honed and crafted, not thrown together at the last minute.

Levinson said, “many a hard-working, well-meaning business owner will sabotage their business with ill-advised marketing. Guerrillas market like crazy, but none of it is ill-advised.”

Giant, blow-up gorillas in the parking lot are ill-advised. Cutting corners on important executional details… also ill-advised.

For example: A business owner writes his own radio commercial and doesn’t spend any money on talent, editing, or sound design. Then he places the ads on a busy station with lots of national ads and high production values. Two weeks later he’s wondering why the ads aren’t working. A week after that he’s ready to give up on radio advertising all together.

That’s not Guerrilla marketing, and not good business either. A Guerrilla army would never give up simply because one little attack failed to live up to expectations.

History proves that guerrilla campaigns are effective in the long run. The Spanish against Napolean’s army. The French resistance against the Germans. The Afgans against The Soviet Union.

You might not defeat your industry’s superpowers, or even your biggest local competitor, but if you have the fortitude to stick it out, you can win enough little battles to build a great business.

“Confidence is your ally. Provided that your products or services are of sufficient quality, confidence in yourself and your offering will attract buyers more than any other attribute. More than quality. More than selection. More than price,” Levinson said.

Before Levinson’s book, marketing was something only fortune 500 companies could do. He was the first person to put marketing in context for small business owners and entrepreneurs. He put it in terms that common people could understand, and made it seem achievable. Even for underdogs.

“The guerrilla approach is a sensible approach for all marketers, regardless of size. But for entrepreneurs and small business owners who don’t have the funding of a Fortune 500 company, it’s the only way.”

The bottom line here is that even guerrilla armies need generals. They need someone who can plan the strategy and manage the ongoing battles on every front. The same can be said for your marketing efforts.

So if you need help managing all the moving pieces of your own Guerrilla Marketing war, give me a call at BNBranding.

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1 research for branding strategies

Fake thrills and false advertising — Another automotive marketing misfire.

Automotive advertising, as a category, is notoriously bad. The big brands seldom produce memorable spots or print ads, and at the dealer level there are many claims of false advertising.

Let’s look at a campaign for the Toyota Camry. This is not an exciting car. In fact, some automotive writers contend that Toyota’s building nothing but toasters these days. Despite that, the Camry has been hugely successful and was the best-selling car in America for almost 20 years.

Obviously, there’s a huge segment of the driving population that does not care about horsepower, handling, sexiness or style.  Just reliable, utilitarian, point-A to point-B transportation for this crowd.

My father drives one, and he fits the demographic perfectly… white, suburban 80-year old male who only drives a few miles a month. The last thing he’s looking for in a car is a thrill ride.

7165c3f5dc0c28a95fd2723b16f34ec0And yet here comes an ad campaign for the Camry, titled “Thrill Ride.”

I was enamored with the TV commercial at first. What a great concept… a car as a high-speed turbulent thrill ride captured in a reality-TV format. That could be great! All they have to do is build a super rad roller coaster style track and then race the car up and down the hills, around the high-G turns, and into consumer’s hearts.

Then I realized it’s a Camry commercial.

Classic case of a great advertising idea executed for the wrong brand. Some might even call it false advertising.

Once again, we have an automotive brand trying to be something it’s not. If it was for a new Civic, then yeah. Maybe it would work.

The whole idea is misaligned with the Camry brand. “Thrill Ride” is not the least bit authentic, nor is it relevant to the people who might really be interested in a Camry. (They might have fond memories of ancient, wooden roller coasters, but they don’t want to ride on one.)

And what’s worse, the spot doesn’t even deliver on its ill-advised promise of being thrilling.

The so-called “thrill course”  features one little hill, a banked turn, and a tunnel.  There are relatively young, hip people riding shotgun as the Camry inches its way around the course. It’s a reality TV on Geritol.

I can understand why the Brand Managers at Toyota would want to appeal to a younger audience. And I can even go along with the premise of being a little bit more fun. But why do it in a way that’s utterly fake and out of context?

 

 

Camry commercial

Why leap all the way to “thrilling?”  Consumers are too smart for that. As one YouTube viewer wrote, “So you’re basically saying that the only way your Camry will be exciting is to drive it on some mock roller coaster course.”

Why couldn’t they advertise the car’s popularity and reliability and resell value, but in a fun way?

“Among the boring sedans targeting people over 50, the Camry is the MOST FUN!” That, I could buy. But there’s no way Toyota will every convince people that the Camry is thrilling. They could launch one into space and parachute it back to earth, RedBull style, and it’d still be a boring brand.

But in this case, boring is good. People eat it up!  Why are they trying to be something else? There are plenty of thrilling cars already on the market that don’t sell nearly as well as the Camry.

retail marketing strategyBloomberg News reports that in 2014  the era of Camry dominance could run out. There’s a lot of competition in the midsize sedan segment from Kia, Honda, Huyndai and the Ford Fusion. Perhaps the Camry spot was a knee-jerk reaction to the Fusion, with Toyota execs saying, “we gotta be cooler and appeal to a younger target audience like they have.”

Good luck with that.

Assuming you built a thrill course worth its salt, the spot would work brilliantly for BMW’s Mini brand. The Mini is a car that runs on rails, delivers thrills and is genuinely fun in every way. The analogy works.

With the Camry it falls on deaf ears.

At the end of the commercial one of the actors says, “like maybe I’ll look at a Camry differently.”  That sounds like a line stolen right from the creative brief under the header “objective.” I seriously doubt this spot will do it.

truth in advertising BNBrandingAnd more importantly, why would Toyota want people to look at the Camry  differently???  Seems to me, looking at it as the #1 selling car in the country with outstanding resell value and a super-high reliability rating would be plent

So here’s some advise for brand managers and business owners concerning false advertising or grandiose claims…

If you’re lucky enough to have the best-selling brand in your category, don’t pretend to be something else. Don’t lighten your offering in order to appeal to a seemingly broader audience. Stick to your core. Resist the temptation to leverage your brand it into some other line of work.

Stick with the core truth.

For example, if you’re Guinness Stout you don’t start advertising an American-style lager.

If you’re Harley Davidson you don’t start advertising a new line of lightweight motocross bikes.

If you have the best selling sedan in the country that happens to be a bit vanilla like the Camry, don’t try selling yourself as a spicy hot sporty sedan. You’re wasting your breath. And it’s basically false advertising.

For more on truth in advertising, try THIS post.

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2 branding fundamentals in the guitar guitar business

Branding Fundamentals – The ABCs of Branding are RCD

the importance of branding BNbrandingRelevance. Credibility. Differentiation. These are branding fundamentals. When you look at companies — large and small — that have become successful brands, you’ll notice strength, consistency and often superiority in those three areas.

Branding fundamentals begin with Relevance.

Brand relevance is closely related to specialization and niche marketing. Because you can’t be relevant to everyone.

My old friend Preston Thompson understood the importance of branding strategies and the need for a niche. He painstakingly crafted high-end guitars for discerning bluegrass musicians who are looking for a very specific, classic, Martin-like sound.

Obviously, the Thompson Guitar brand is not relevant to those of us who don’t play the guitar. Duh!

But it’s also NOT relevant to most guitar players. NOT relevant to pop stars or young, smash-grass musicians. Not relevant to classical guitarists. Not even relevant to most blue grass guitarists.

Wisely, Preston doesn’t worry about that.

The Thompson Guitar brand IS relevant to the tiny, narrow niche of customers they’re looking for. Rather than casting a wide net, and  trying to be relevant to a broad range of guitar players, they’re staying esoterically focused.

Relevant to few, but highly valued.

The more focused you are, the easier it is to maintain relevance among the prospects who matter most. Relevance is not an absolute. In fact, it’s a bit of a moving target.

Blackberry was once a highly relevant brand among young, upwardly mobile, hyper-busy professionals. Not anymore. Technological advances from Apple and Google wiped the Blackberry off the map. Such is life in the world of high tech… if you’re not innovating quickly your brand relevance will fall faster than you can say Alta Vista.

Relevance in the restaurant business is also ridiculously fleeting.  Foodies, who are the bread and butter of the trendy restaurant scene, suffer from a severe case of “been there done that” syndrome. So when something new comes along, they’re gone  and the hottest restaurant of the year gets quickly supplanted by the next great thing. The restaurants that thrive in the long run find an audience after the foodies have left the building.

The demise of Sears demonstrates a dramatic loss of relevance. There’s still a very small audience of elderly consumers who have been buying appliances and tools there for 50 years, but the brand can’t survive on that.  It’s NOT relevant to younger consumers who represent the future of retail. High school girls would rather be shot than caught shopping at Sears.

too many choices the importance of branding BNBranding Brand Insight BlogSometimes entire categories experience a dip in relevance. Like what’s happened in the soft drink industry… bubbly drinks like Coke and Pepsi are not as relevant to young consumers who have taken to Glaceau Vitamin Water, Gatoraide, SoBe, Arizona Iced Tea, Kombucha and more than 50 other alternatives.

It’s a function of choice, really. When I was growing up, we didn’t have all those choices. Just milk, Coke or Kool Aid in the summer.

The more choices there are in your category, the harder it is to maintain relevance.

It’s tough staying “on the radar” when there are so many new products, new companies, and new offerings being unveiled. How many of the 50 brands of flavored water do you think will be around ten years from now?

Being relevant equates to being meaningful. If your brand is meaningful, you’ll generate interest. People will desire it. And they’ll take action. That’s what you want: Interest. Desire. Action.

Many brands fail because they didn’t really mean anything to begin with.  Others lose their meaning over time, often due to a lack of credibility. They haven’t mastered the branding fundamentals.

Branding Fundamental #2: Credibility

Credibility begins by knowing yourself, your brand, and the core essence of your enterprise. You can’t stay true to yourself if you don’t know what you’re really about… your passion, your purpose and your promise. Write them down. That’s one of the things that all great brands have in common… They live by their brand values.

BNBranding how to choose the right message for your adsIt’s been said that branding is about promises kept. That’s how you build trust and loyalty. So don’t bullshit people about what you can do or deliver. (That’s another, very basic, branding fundamental.)

Good sales people often gloss over the realities of delivery in order to get the sale. Like the famous line from an old FedEx ad… “We can do that. Sure, we can do that! (How we gonna do that?”) Every time you over-promise and come up short, your credibility takes a hit.

Instead, set realistic expectations. And if things do go wrong, don’t be afraid to say, “yeah, we really screwed up.” And do it quickly! In this world of social media you have to move fast to stay ahead of any bad news.

So let’s assume that you know yourself well and you’ve established a trusted brand. The easiest way to screw it up is to advertise something you’re NOT. Like a personal injury lawyer claiming to be friendly and honest.

And if you really want to compound the problem, try using a celebrity of questionable credibility. That’s a double whammy! Every brand affiliation reflects on your credibility.

Often what you’ll see is advertising based on wishful thinking rather than brand realities or customer insight. The ego of the business owner clouds the message that gets out and harms the credibility of the company. Ego is also a common culprit when it comes to differentiation… CEOs and business owners start thinking they can do anything.

brand differentiation BNBrandingBranding Fundamentals: Differentiation.

The best brands take the conventional thinking of their industry and throw it on its ear, disrupting everything that came before. They discard the age-old excuse; “Yeah, but we’ve always done it this way.”

You cannot differentiate your brand by watching the rear-view mirror or by following the lead of others in your industry. Instead, try the convention-disruption model… Think about the standard operating procedures and practices of your industry – the conventional approach – and do something else.

There are three key areas where differentiation can produce some dramatic business gains:

Product/Service Differentiation

The best marketing programs begin with products designed to be different from the get-go. There are plenty of ice cream brands out there, but only one with the crazy, mixed-up flavors of “Late Night Snack.” Ben & Jerry’s continually differentiates itself with its creativity in the flavor department.

Operational Differentiation

If you have me-too products you can still differentiate yourself through operational innovation. Be more efficient, more employee-friendly, more environmentally conscious, whatever. For Walmart procurement and supply chain management was the differentiator. That’s what enables them to keep prices so low.

Business Model Differentiation

This is a good option that applies mostly to start-ups. If you can find a better business model, and prove that it works, investors will notice.  But keep in mind, consumers might not know the difference, so you still have to do other things well.

Marketing  Differentiation

In crowded markets with many similar offerings it’s often the advertising and marketing programs that push one brand to the front of the pack. Additionally, in advertising circles there are three areas where you can differentiate yourself:  Strategy, media, or creative execution.

Take AFLAC for instance… Before that obnoxious duck came along, no one even knew what supplemental insurance was. That’s creative differentiation. And no one else in that niche was running television. That’s media differentiation.

The famous “Got Milk” ad campaign utilized a disruptive new strategy for the category, as well as exceptional execution.

RCD. Relevance. Credibility. Differentiation. Most companies are lucky to get one or two out of three. The greatest brands are three for three.

Call us to find out how Relevance Credibility & Differentiation matter to your business. 541-815-0075.

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4 path to marketing success

Who reads long copy these days? The hungry ones.

BNBranding logoI’m really tired of people telling me no one reads anything anymore. “Copywriting doesn’t matter.” “Long copy is dead.”

A prospect recently said he didn’t want professionally-written web copy because, “no one reads it anyway.” He insisted that “People go to a site looking for something very specific. They don’t want to read, they just want to find what they’re looking for and move on.”

BNBranding use long copy to be authenticSo instead of a sharp, well-crafted message on his new website, he threw together a series of meaningless, self-serving “blurbs” that he could pick up and and Tweet.

None were authentic or compelling in any way. Good for nothing soundbites, to quite frank.

That’s too bad.

Why spend good money on a new site, and then cut corners on the message development and copywriting? It makes no sense.

If a user has found your site, and has gone to the trouble of clicking in, they’re obviously looking for something they think you have… Information, products, services or insight of some kind. They’re hungry, and they’re following a crumb of promise, and you darn well better feed them something tasty.

When people are serious about a purchase, they read plenty!

It’s self-selected relevance… ONLY people who are interested in your product, company, or niche will feast their eyes on your copy. There’s absolutely no need to address anyone else. And it’s been proven, time and again for more than 100 years, that people will read long copy if it’s relevant to their needs.

So to that client, I suggested he think of his website as a catering gig… The home page is the appetizer. You can’t just tease them with the first course and then leave the party. At some point, you gotta give them the meat.

give 'em the sizzle. BNBranding.And guess what… When you do give them substantial, well-written copy, your website will perform better from an SEO standpoint. (Google it!)

Many companies invest big money on the design and programming of a new site and then insist on using free,“factual content” from inexpensive third party sources. Or they have an intern cut and paste “keyword rich” copy into the site.

But the faulty logic of “free content” leads to a detrimental, self-fulfilling prophecy… A couple months later that business owner will look at his Google analytics and see that users aren’t spending any time on those pages of the site. Inevitably,  he’ll say, “told you so. Long copy doesn’t work.”

Of course no one read that free content. It has no flavor!

There’s no connection to your brand, your company’s culture, your product or your unique selling proposition. It’s the exact same tasteless corporate blah, blah, blah that everyone else in your niche is saying.

BNBranding long copy is more convincing

It left a bad taste in their mouths, and they went elsewhere. You had them at the table, and you left them hungry and disappointed.

The argument for free content reminds me of the business owner who says, “Oh, I tried radio and it never worked.”

How many times have I heard that one? My response is always the same: “Uh-huh. Let’s hear it.”

Inevitably, the radio spot used to prove the point involved two on-air “personalities” and some inane dialog that’s about as natural as botox on a Pug’s face. Boring, vanilla flavored crap. Or worse yet, a locally produced jingle.

The fact is, people will  respond to a well-written radio spot if it’s relevant to them. If it’s not relevant, or incredibly entertaining, they’ll simply change channels.

Same with web copy.

long copy still works brand insight blog from BNBranding bend oregon

long copy still works

People have been debating the benefits of long copy since Claude Hopkins made millions writing ads in the early 1900s.  Later, David Ogilvy, the grandfather of modern advertising, was a big proponent of long copy.

He understood the need to do two things:

1. Strike an emotional chord that resonates within the deepest, reptilian recesses of the brain.

2. Back it up with enough proof to hurdle the objections of the analytical mind. Often that means long copy.

There’s abundant A-B testing that proves long copy outsells short copy. But it’s not that simple. Crappy long copy won’t work better than well-written short copy. It’s not the word count, it’s the quality of the message, the concept, the story and the choice of words that really matter.

It also depends on the product, the category, the value proposition, the context and many other variables. It’s not a “one size fits all” proposition.

Unfortunately, there’s a trend right now toward one size fits all web design. It’s a move away from anything wdon't settle for plain vanilla copy. Bend Oregon ad agency.ritten to a more visual approach with a lot of  boxes, buttons and clipart info-graphics. It’s a template-driven, paint-by-numbers approach that guarantees a big, homogenized playing field of similar-looking sites. All vanilla.

Most companies are trading differentiation and persuasion for the convenience of off-the-shelf execution. And they’re getting lost in the process.
If you’re making a complex, business-to-business pitch, your site should not look, feel or behave like a site selling a simple impulse item. The higher the level of involvement, anxiety or skepticism about your product, the longer the copy should be. In that case, the old-school idea of “the more you tell, the more you sell” still applies.

Let’s say you blow out your knee and you need ACL surgery. Chances are, there are several knee specialists in your market to choose from.

If you’re an orthopedic practice you could load-up generic medical info about the statistical outcomes of ACL surgery.  Or you could provide the facts, wrapped with some emotional reassurance. Call me a whimp, but if it were me, I’d want a friendly little pat on the back that says, “It’s going to hurt, but it’s going to be okay. Here’s what you can expect. Here’s the PT you’ll have to do. Here’s what others have said about the experience.”

You can’t do good beside manner in one paragraph.

Plus, in that scenario, facts just don’t cut it. The tone of the copy and the overall presentation need to do more than inform, they need to put the patient at ease. For that, you need well-written copy not vanilla flavored content.

positioning strategy BNBrandingHere’s another example… I have a client who has a very involved, do-it-yourself product sold exclusively online. It involves a long selling process and full weekend of yard work after the purchase.

Do customers want the facts about installation and detailed instructions? Of course. But they also need a friendly nudge to actually get the job started. They need reassurance that they won’t get stuck in that Ikea-like hell with a half finished job and lots of left-over parts.

In that case, it’s customers who will be hungry for the long copy. And if you don’t provide it, they may end up paying for a product that’s just collecting dust in the garage.

These days, you can’t just tell them. You also have use every modern marketing devise to demonstrate, illustrate, persuade and prove your case. Long copy still sells, it just has to be served up a little differently.

Use video for presenting meaty customer testimonials or show-and-sell product demonstrations.

Use white papers and case studies to present deep, elaborate arguments that prove your value proposition. (A recent Harvard survey showed that case studies are THE most-read form of content in B-to-B content marketing.)

Use YouTube, Twitter and everything else in your power to deliver the appetizers. But don’t forget the main course. There HAS to be some meat on that bone, somewhere.

You can’t just keep leading people through a site, deeper and deeper and deeper, without ever delivering the whole story.  It might only be a small percentage of users, but there ARE people who hungry for that. And often it’s your best brand ambassadors.

For more insight on copywriting

For examples of great copywriting

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Non-profit branding (A story of start-up success and failure)

In 2009 I called it “A feel-good brand in a bummed out world.”  It was the type of organization that genuinely touched people, and put smiles on little faces. For me, a few minutes at Working Wonders Children’s Museum was a sure cure for a crummy day. It was also a great example of non-profit branding.

WWLogo - smallOur story of success, and failure, is valuable for anyone who’s starting a new business or running a non-profit organization.

When we started Working Wonders we did a lot things right. It was non-profit branding “by the book” all the way. First, we thoroughly researched the market and determined that there was a gaping need. (We conducted large-sample phone surveys as well as focus groups.)

Once we saw encouraging results from the research, we wrote a mission-focused brand strategy and built a business plan around that. After our strategy was clear, and the business plan written, we came up with a great name, designed a nice logo and put an operational plan in place based on our cohesive brand platform.

non-profit branding case study by BNBranding bend oregon

Print ad for Working Wonders Children’s Museum

At first, it was just a concept. A “museum without walls.” Initially we raised enough money to build some traveling exhibits and we went to every event in town to introduce kids, and their parents, to our brand of educational play.

And it caught on! Before the days of Twitter, it went viral.

Our bootstrapping, “museum without walls” strategy achieve the immediate goal: Proof of concept.

Parents and kids loved it. In less than three years we raised $400,000 and arrived at that crucial, “go or no-go” point. We had a location and we had enough money to open the doors. Just barely.

The argument TO go: We figured it’d be easier to raise money once people could see a finished children’s museum. We knew we could spend years traveling around, trying to raise more money. (Many Children’s Museums spend a decade doing that.) Or we could get the doors open, and go from there.

The argument to NOT go:  We’d be undercapitalized. Cash would be tight, and there was no endowment safety net. We were relying on the on-going generosity of a couple key donors and most of all, corporate sponsors.

We chose to go. Damn the torpedoes!

A team of volunteers scraped up donated materials, did the heavy lifting, and created a children’s museum that was small, but delightful. We launched in less than one-third the time and for one-fifth the cost of most children’s museums. It was a labor of love. A thing of beauty. A non-profit branding success and the biggest accomplishment of my marketing career.

Working Wonders ran successfully for four years. It broke my heart when it had to close because of the economic tidal wave that hit our town in 2009. Despite our best efforts and exceptional marketing, it was not sustainable.

Some people contend it was actually branded too well.

Many customers and community leaders thought we were part of a national chain of some sort. Never mind that our marketing was done with volunteer labor. (mine) Never mind that our advertising was mostly donated space. The general public simply couldn’t conceive of a little, local non-profit doing things so professionally. They figured we had all the money we needed, from some, mysterious, out-of -town source.

But there was no endowment. By the time we identified the perception problem and started addressing it with overt messaging, it was too late.

Our lessons learned from Working Wonders tie-in directly to an online discussion that I’ve been following about non-profit branding for marketing for 501c3 organizations. It’s an informative conversation between branding professionals that everyone can learn from. Profit or not.

One key question that came up:

1.What happens when the public image of a non-profit organization suffers because of commercial branding strategies?

One could argue that’s what happened with Working Wonders. However, there’s more to the story than that.

If not for commercial branding practices the children’s museum never would have opened in the first place. That’s how we were able to touch so many kids. In hindsight, the execution of our marketing was not the issue. We did a great job of reaching the parents of young kids. They came in — over and over again.non-profit branding by BNBranding Brand Insight Blog in Bend Oregon

Unfortunately, in the non-profit world customer satisfaction and brand loyalty doesn’t always translate to financial viability. For children’s museums loyal, repeat customers aren’t enough. They also need loyal, repeat donors who can provide an endowment.

That’s what we missed… the big dollar benefactors. In a town of only 100,000 people those are hard to find, so we relied heavily on corporate sponsorships, and those dried up overnight when the economy tanked.

As the online discussion points out, nonprofits are often torn between two marketing objectives. But the biggest effort HAS to be directed at board recruitment and fund raising.We woulda, coulda, shoulda spent less time getting kids in the door, and more time on a grass roots effort to raise money and load the board of directors with wealthy supporters.

So if you’re working with a small, local-level non-profit, by all means, do a professional job with your marketing. Non-profit branding is absolutely important! But first and foremost, make sure you’re telling your story of need to the right people. Solidify the base of financial support first, then open your doors.

more effective advertising from BNBrandingIt’s always a delicate balance to demonstrate that dire need without looking desperate. That’s your challenge as a non-profit marketer. And keep in mind, if the organization does not appear grass-rootsy, potential donors might jump to unfortunate conclusions about your funding sources.

If you’re in a for-profit venture, look closely at the passion and commitment of the people who help build non-profit organizations. At Working Wonders, we were all deeply passionate about the needs of our young kids. That cause is what fueled us.

What’s your “cause?”  Every great brand has one, beyond just making money. Is it written down somewhere? Is your operational plan aligned with that? Does anyone really care? These are some of the key strategic questions you need to ask yourself, before  you worry about executing your go-to-market plan.

And, of course, you have to balance that thinking with the practical, numbers and sense question of, “where’s the money coming from?”

For more marketing tips and non-profit branding advice, check out THIS post:

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