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Tag Archive: brand

B2B marketing tip #227: Cocktail, please

B2B Marketing Tip of the WeekA strong brand resonates when it’s simple and brief. Give yours the cocktail napkin test. See if key staff can articulate your brand promise within that limited space. Convoluted descriptions signal a need to revisit internal brand training—or tighten your key message.

B2B marketing tip #128: Inject action into brand values

B2B Marketing Tip of the WeekIf your brand values exist solely as a list of adjectives in the company style guide or employee handbook, they’re not really driving value to your brand at all.

Revisit these critical attributes and make them tangible. What type of employee behavior would demonstrate the value? Customize these desired actions so staff in every department have clear guidelines.

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B2B marketing tip #43: Ditch the clip art

B2B Marketing Tip of the WeekTired of clip art and poor imagery in your company’s PowerPoint presentations? Make it easy for non-marketers to maintain your brand image by creating an accessible library of approved images.

Purchase, crop and save a variety of brand-appropriate stock photography and illustrations in formats compatible with your presentation software. Solicit input from frequent presenters on new content they need to tell their stories, and add new images regularly.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #33: Measure your brand impact

B2B Marketing Tip of the WeekFielding an annual perception study arms marketers with demonstrable proof of the impact of less quantifiable efforts like awareness, education and brand-building programs.

Establish baseline awareness for your company brand, key products and those of your competition in year one. Then be sure to sample the same audience with a consistent survey each year to quantify progress.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #30: Great bulleted lists

B2B Marketing Tip of the WeekEvery website, presentation and brochure has them: bulleted lists. Improve yours by keeping the copy in parallel style, where each bullet begins with a consistent grammatical standard.

For example, begin each bullet with a verb in the same tense: Optimizes the sales channel. Improves staff productivity. Builds a better mousetrap. Or, start each list item with a succinct adjective-noun benefit: Great taste. Less filling. Really tempting.

Avoid a mishmash of styles and jargon. Clear copy builds credibility and professionalism for your brand. 

 

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

How well do you listen to your market?

What iTunes can teach us

This year marks the 10th anniversary of the launch of iTunes, just one of Apple’s streak of big-win product launches. Across the globe, we’ve collectively downloaded more than 10 billion tracks, and pushed sales of physical music CDs to the brink of extinction.

The lesson for marketers?

Apple’s success is not solely about innovation or technology. It’s about listening—listening for the frustrations and unmet needs in the market place, then going where the problems are, with a solution so simple and elegant cost doesn’t even enter into the equation during the buying process. It’s every marketer and CEO’s dream.

Remember the days when the music collection took up rows and rows of shelf space? When it was impossible to buy the latest Lady GaGa single in your pajamas at 2 a.m.? And forget taking your all your favorite albums with you on a trip. The iTunes revolution resolved the problems I didn’t even realize I had—and made it impossible for me not to buy.

When the product positioning is right, the rest of marketing and sales flow smoothly. And when it’s not? Well, we’ve all struggled to build demand with a product full of features that few customers seem to need or want.

Click here to read more »

B2B marketing tip #22: Diagram it

B2B Marketing Tip of the WeekSelling a complicated or technical solution that incorporates diagrams or workflow models into the sales process? Work with a graphic designer to develop a consistent look and feel for these crucial elements.

Consider a library of standard fonts, colors, flowchart symbols and custom iconography that staff can incorporate into presentations and proposals. How you visualize your product or service can be as important to your image as your logo or tagline.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #21: Stamp out acronyms

B2B Marketing Tip of the WeekGive your brands the respect they deserve by spelling out the full company or product name in communications—even on second reference. Avoid abbreviations, acronyms and jargon that erode brand equity.

Be vigilant in policing internal communications as well—bad habits within the organization will quickly find their way into confusing external documents, presentations and emails.

  

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

Selling the air

Why services marketing matters for all B2B organizations

Promoting B2B products and promoting B2B professional services and consulting used to be two different things.

The first was all about features and innovation, the second a way to deliver efficiency or expertise to business processes. Marketers could specialize and spend an entire career in one niche or the other.

 Technology today blurs those lines:

  • Software is now a service, residing in the cloud rather than the desktop.
  • Distribution and logistics firms are rethinking their offerings as music, video, games and books no longer require physical inventory or shipping.
  • A push to automate paper-based processes is driving everything from the accounts receivable workflow to our medical records into a virtual world.

In essence, products and services are now paired up like salt and pepper. Every B2B marketer needs a working knowledge of best practices for marketing services and consulting.

Click here to read more »

Three steps to a stand-out brand

Thanks to executive coach and keynote speaker Roshini Rajkumar for featuring me as her guest blogger for June!

You can read my article, “Three steps to a stand-out brand,” on her site.

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