Becoming Marketing Active: The Fulcrum Guide to Getting Started with Business Marketing – In the first part of our guide to becoming marketing active Feet On Street Marketing consultancy in navi mumbai, we looked at some of the reasons that drive a business to start marketing (if you missed part one, check it out here). But once you’ve made the decision to embark on a marketing strategy for your business, what next? Where do you start and what steps should you take to ensure a smooth and successful process? As is so often the case in business (and life!), preparation is key. So before rushing into any kind of marketing, it’s important to take the time to plan, research and strategise for success. In order to create an effective marketing strategy, you need to develop a thorough understanding of your market, your competitors and your business itself. This means getting back to basics and equipping yourself with all the information you need to identify marketing activities that work for your brand. 1) Research your target market How much do you know about the target audience of your product or service? We’re not just talking about age, sex or occupation (though, of course, you need to know these too). To have the best chance of reaching your target market, you need to dig deeper and find out exactly what drives them towards purchase. What kind of triggers are they most likely to respond to? Which elements of the marketing mix have the most impact on them? How will your product or service benefit them? Understanding these aspects of your target audience will enable you to position and market your brand accordingly, so comprehensive market research is essential. It’s often easier (and more cost-effective) to outsource this type of research to a professional agency who will be better placed to obtain the information you need. 2) Analyse your competition In order to stay ahead of your competitors, you need to know who they are, what they’re doing and how they’re doing it. Once you’ve identified who your key business competitors are, look into the marketing methods they’re using and the way in which they have positioned their brand. What channels and platforms have they chosen to market their business? How are they promoting their brand and its products/services? Consider which elements are crucial to your own business and how you can position your brand in order to get ahead. 3) Define your objectives What do you want to achieve from your marketing activity? Whether it’s to increase your revenue, establish your business in a new market segment or improve brand awareness, setting clear, measurable marketing objectives is vital in understanding what steps need to be taken in order to achieve these goals. Make sure that each identified objective is specific (how much do you want to increase revenue by?), achievable (is it realistic?) and has a timeframe for accomplishment (are you aiming to achieve this goal in three months or a year?). You also need to make sure that your marketing objectives tie in with your overall business objectives. 4) Understand your business You may think you have a pretty good understanding of your business, but it’s surprising what insights can be achieved when you conduct a thorough SWOT analysis (strengths, weaknesses, opportunities, threats). Be rigorous, be meticulous, and above all be brutally honest. Is a lack of staff training letting your business down? Are your prices too high to compete in today’s market? Arming yourself with this knowledge is invaluable in developing a marketing strategy that leverages your company’s strengths and addresses those areas which need to be improved. In the next instalment of the Fulcrum guide to becoming marketing active, we’ll be looking at the raft of marketing channels available and helping you to identify which ones are best for your business. If you have something to share on this topic, why not get in touch? Leave your comments below…

Feet On Street Marketing consultancy in navi mumbai

Value Great Brand Name

Does Your Name Matter? Yes, It Does.

New, or soon to be reimagined, companies large and small go through major machinations trying to find that special brand name. The name they choose and how they do it is one of the most important marketing decisions they will make. Need examples? Edsel didn’t work for Ford. AirTran Airways = seriously boring. New Coke… well, we knew (didn’t we) that the addition of ‘New’ would screw up all the things we loved about ‘Old’ Coke.

Kryptonite bike locks and Repel insect repellent tell us exactly what these brands do and, importantly, make a promise. Very efficient.

Some names simply, um, suck. Edsel didn’t work for Ford. AirTran Airways = seriously boring. New Coke… well, we knew (didn’t we) that the addition of ‘New’ would screw up all the things we loved about ‘Old’ Coke.

During my advertising and marketing career, I’ve named numerous companies and brands. I worked for three ad agencies with uniques names. Two were “founder” agencies: Dancer Fitzgerald Sample (remember “Where’s the beef?”) and Saatchi & Saatchi Advertising Worldwide. My own Portland agency had a “current usage” name: Citrus. I also named the two Internet companies i founded. New Jersey Online was one of the first large-scale online newspapers. It spanned the state ActiveBuddy was a computer bot that allowed people to have natural language conversations with computers using AOL, Microsoft and Yahoo! Instant Messaging systems.

Types Of Company Names

I recently asked one of my advertising agency clients how they selected Milk as their agency name. They said that they went through a fairly random process with the goal of finding a name that was easy to remember, was different and was available in some form as a URL. Well, ‘random’is one way to do it. Another is to apply process.

Before I begin to riff on how to name a company, I feel the need to list some of the crazier ad agency names. It is interesting to see how sophisticated marketing communications companies name themselves. Many are clearly looking for that oh so special and very cute name. Here you go:

A Few Words On Naming

Powerful product and service names add significant value to branding, marketing and business development programs. Powerful brand names are often the most efficient method in creating market differentiation, telegraphing a brand’s positioning, its uniqueness and act as a tool in building a strong customer to brand connection.

The right brand names add value: for the consumer, employees and corporate valuation.
Brand names position the product or service in the minds of the prospect.
Brand names create differentiation.
Brand names telegraph service quality and trust. In the case of agencies… creativity.
Some brand names have visual appeal.
Brand names can create an emotional connection.
A great brand name communicates brand-related messages to the consumer with far less marketing effort.
Good brand names are easier to remember than bad brand names.
Make it easy. Search consultants need all the help they can get.

Having a brand name that does none of the above is a wasted opportunity.

How do we know this?

Much of it is intuitive. It is my view that a memorable and communicative brand name simply makes sense. That having a name that is suggestive and supportive of service or product attributes helps to drive differentiation. That having a strong brand name that actually sinks into our skulls is a good thing. Think of brand names as people: Vladimir conjures up very different imagery than Simon or Jacques or Manny. It works for products and services too. Vladimir Vodka I get. Manny Vodka just doesn’t cut it.

5 Essential Types Of Brand Names

1. Neologisims

A neologism, or new word, is just what you would expect it to be – a word that is created.

Pros: New inventive products can make the new name synonymous with their product (XEROX, Kleenex, Microsoft, eTrade), they are distinctive and are globally friendly. No legal or copyright issues.

Cons: Neologisms have no meaning and initially take more marketing power to become recognized, there is a missed opportunity to position the service by its name’s meaning, there can be spelling and pronunciation errors. It is occasionally difficult to get corporate committees to agree on a neologism – decision-making is subjective.

2. Current Usage Words

Current Usage Words already have meaning. Brands with Current Usage names include Oracle, Sprint, Apple, Tide and Fidelity.

Pros: Current Usage Names telegraph Brand values (Apple is friendly), tap the name’s inherent attributes (Sprint is fast), can quickly trigger positive imagery (Tide is fresh and clean) and communicate service messages with less marketing spending.

Cons: Marketers must make sure that Current Usage Names accurately reflect the Brand’s image and do not raise a negative or confusing response. There may be trademark hurdles. An additional issue can arise when a company decides to change positioning or add new products that might not be consistent with the existing name.

3. Hybrids

Hybrids combine Current Usage Words and Neologisms. I am currently typing on a ThinkPad laptop and I brushed my teeth with AquaFresh. I just played with a PlayStation. Made some money using eTRADE

Pros: Hybrids are similar to Current Usage Names in that they quickly communicate a brand message. In addition, the combination can build on the power of the two-word combination. Finally, Hybrids reduce the issues associated with copyrighting the name.

Cons: The cons are similar to those of Current Usage Names.

4. Acronyms

Acronyms are letter combinations that generally reflect a multiple word name. In many cases, the Acronym has taken the place of the original name (IBM was for the older generation a company called International Business Machines).

Many Acronyms have traditionally been in heavy use by technology and engineering firms because of their functional origin (GE, AT&T, CBS).

Pros: Acronyms can be distinctive and have few legal issues.

Cons: Acronyms require marketing to make them memorable, they have little inherent meaning and since they essentially say nothing about the Brand, they add little value to the customer branding experience. They can also be hard to remember.

5. Founder Names

Founder names abound across many service and product categories. Ford, Sony, Chase, Jensen, and Schwab all are names of company founders. Many brands that want to engender trust, for example in the financial services category, use Founder Names.

Pros: Using the Founder’s name adds direct personal credibility. In a case where the founder is already well known, the Founder name comes with immediate recognition and value as in the case of Martha Stewart Living Magazine.

Cons: In most cases using a Founder name requires significant marketing expenditures to seed the name. Founder Names do not add much initial value.

So, What’s In A Name?

Well, your company name might not be the primary reason that people use your products or services. But, your name can telegraph your brand positioning (and, therefore, help your marketing be more efficient); can tell a story; enliven your personality; help you stand out from the competition; add value to your company. And, best of all: great brands can charge more. Hmmm… these are all good things.

How To?

If you want to move forward in developing a new name, I suggest you take a look at a blog post I did for advertising agencies and what process they should use to make it happen — strategically.

Door To Door Marketing

Face to Face Marketing and Door to Door Marketing

Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household, face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing we rely on our skills and persuasive abilities. During the period where we get to interact with the client face to face we get more chance to pass across edible information which would be useful to all our customers at that time and it’s also an opportunity for us to get feedback and to gauge your opinion about our business.

Door to Door marketing and Face to Face marketing is a more effective traditional form of marketing, it’s one of the oldest forms of marketing and we use promotion as a means to drive sales to your company or business. There’s nothing more exhilarating than getting to interact with potential customers through face to face marketing and over the years customers are aware and very receptive to this marketing approach through supermarkets and public business places.

The benefit of this type of field marketing is that it can be done on a low budget, it is very cost effective and reaches a larger number of people per within a very short duration, in this short period of time where you have just a few minutes to convince the customers to take interest in your business, just a few minutes to build personal relations through five stages. By attention, interest, desire, conviction and action. And what else do you benefit by using face to face marketing service?

It gives you the chance to build a certain level of confidence and trust with the customers, you get to break down communication barrier of communication and it gives you the opportunity to show clarity and answer any questions on the mind of the customers.

While many think that door to door marketing is getting neglected in this very era it still yields more results especially during startups of businesses, think about it. Other forms of marketing get lower results, emails get spammed, adverts go unnoticed and phone calls go unanswered so why not just take your business directly to them. It’s only through personal interaction that you get the chance to connect with the customer, you would be selling more than a product.

You would be selling your zeal, emotions and passion

We offer a wide range of marketing services to business of different functions in India, startup businesses are not left out and we cut across all methods of marketing services, with Door to Door marketing service we assist you our clients with reaching your target customers, our services which extends to all parts of India and we target customers who are ready to change their local services to yours. We can assure you that our face to face methods would be conducted with high regards to personal safety and very good competence.

Door-to-door marketing is a canvassing technique that is generally used for sales, marketing, advertising, or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a product or service to the general public or gather information. People who use this sales approach are often called traveling salesmen, or the archaic name drummer, to “drum up” business. This technique is also sometimes called direct sales. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit.

With the realization of telephone “Do Not Call” lists it is becoming increasingly more difficult to connect with consumers and business people. An emerging trend is the deployment of very professional, highly skilled door-to-door canvassers to drive product sales and brand awareness.

Coordinating, training and motivating these teams to produce results are at the very core of Fulcrum’s proven capabilities. Fulcrum has the knowledge and experience required to implement these programs, such as best days and times to canvass, who will sell the most product; male, female, young or mature and what geographics and demographics respond best to door-to-door marketing. Put Fulcrum’s experience to work for you and avoid the costly mistakes of trying to manage these programs in-house.

Hire and Train Door-to-Door Marketing Team

If you’re in charge of hiring people, that typically means that you’ve found success in Door To Door Marketing yourself. You know what it takes to be great, but now you’re stuck with an entirely new problem. How do you find others who will be just as good (if not better) and will stick around and grow into important influencers invested in the long term growth of the company? A great D2D sales company is a great recruiting company. So what does that greatness look like?

First off, you need to realize that you’re not going to hire a superstar every time. If you think you have found one, be careful. It’s not hard for someone to seem golden during one interview and you don’t want to be fooled.

Even if you think the candidate does have a lot of great experience working in the field for other companies, you have to realize that success doesn’t always translate. What worked for them at previous companies probably won’t work as well for you. In fact, their success will probably make them stubborn; after all, what reason do they have to follow your approach when they’ve figured out their own?

It’s also possible that the rep’s previous company might have had much better-developed training and selling systems than you do, and that system was the key reason they killed it. If you’re not developing a competitive system, what does that communicate about your company? The more dialed-in you are about a rep’s success, the more likely you are to attract and keep strong performers.

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Feet On Street Marketing consultancy in navi mumbai