07.2010 Buzz On A Budget

Buzz on a BudgetBranding and positioning in a competitive market.

A-Train Marketing Communications

~ The old ways of relying only on ad placements don’t work anymore

~ Marketing is both expensive and difficult because everyone is competing for attention

~ Setting yourself apart is critical – what makes you unique?

Prepared by:A-Train Marketing Communications, Inc.

215 West Oak, Suite 800A ~Fort Collins, Colorado 80521970.419.3218 ~ www.atrainmarketing.com

Today’s marketing is changing…

~ Stand out and distinguish yourself.

~ Build a business-generating reputation.

~ Clearly define what you do…both verbally and visually.

~ Strike a chord with your message and image.

~ Illustrate why you are the absolute best choice.

So how do you remain competitive?



It starts with a great “message”…

~ Determine who you are and what makes you unique.

~ What is your key differential? (why are you the absolute best choice in the market place)

~ What is it about your character that can help others remember and identify with you?



How do you ensure that your message

is effective?

~ Be brief and to the point.

~ Know your audience! Consider who you are selling to.

~ Try to warm the heart and convince the mind.

~ Consider what you are really providing.



What about creating a

winning image?

~ Differentiate yourself!

~ Your image should align with the clients you want.

~ Be professional.

~ Consider creating a personal logo.

~ Don’t skimp on style.

~ Remember that every impression

you make is part of your brand!



Start creating some buzz!

~ Get others to talk about you.

~ Make yourself known to the media. (Make yourself newsworthy)

~ Build a business-generating reputation

~ Stay on the radar.

~ Good PR is a long-term investment.



What activities can support a

business-generating reputation?

~ Sponsorship

~ Volunteerism

~ Pro bono work/in-kind donations

~ Fundraising (donations, funds, challenge grants)

~ Cause-based or cause-related marketing

~ Be the expert / critical resource



How can new technology support a business-generating reputation?



Social Media can be an asset …

~ Facebook

~ Twitter

~ LinkedIn

How can new technology support a business-generating reputation?



Use technology to increase “fandom”…

~ Add Value: Stand out by providing value-added services consistent with your reputation for excellence

~ Drive loyalty: Reinforce relationships with personalized, interactive content to reinforce your brand, and ultimately make the experience “all about the client”

~ Use Consistent / appropriate communication

A winning brand…

~ Is the product of a great image and message.

~ Is memorable.

~ Is easy to understand / makes sense.

~ Is visually sophisticated and professional.

~ Is consistent in everything that you do.



10 ways to get attention…



1. Use your business as a vehicle for community involvement.

2. Launch a new product or service.

3. Hold an event or celebration.

4. Hold a contest.

5. Sponsor an award.

6. Host or sponsor a special event.

7. Create a commemorative month or day or make a holiday yours.

8. Expand your business in terms of staff, space, or knowledge.

9. Take a poll or conduct a survey and publish results.

10. Be authentic and leverage your values.

07.2010 Buzz On A Budget

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