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Social media is a champion in the marketing world. From Facebook and YouTube to Twitter, Instagram and Snapchat, there are several great platforms that will help spread your company’s message positively. But creating a voice for your brand is difficult. You’ll want your brand voice to convey a certain feeling – and that feeling depends entirely on the product or service you provide. 

Published in The Marketing Edge
Wednesday, 06 March 2013 15:41

Agency angle: What makes a loyal customer?

It stands to reason that when prospects finally reach the sale stage after months of careful nurturing, they're pretty well-informed (and confident) about what they're buying. The trick, though, is keeping them satisfied after that first sale so that they keep coming back for more, and become brand ambassadors. Loyal customers stick around because they find value in their experience be it the product or service by itself, convenience, price, customer service or simply a combination of all the above. 

Published in The Marketing Edge
Wednesday, 20 February 2013 14:22

What does your packaging say about your brand?

Packaging is more than simply a container for your product. A well-executed package communicates key information about your brand to a prospective buyer, encouraging them to select your product over a competitor's. On the other hand, a poorly implemented package creates confusion, and the buyer may pass it over in favor of another. Whether a simple paper box or a fantastic, embellished parcel, packaging includes a few consistent Do's and Don'ts. Here are some tips to help you nail your product's packaging the first time around:

Published in The Marketing Edge

With so many marketing channels available and competing for your advertising dollars, it's hard not to fall into the trap of marketing fragmentation. Each advertising channel will offer a 'better solution,' with a 'higher ROI,' and 'guaranteed exposure.' These offers are, of course, very appealing to business owners and marketers coming out of a recession with an enormous thirst for business growth.

In reality, 'integrated marketing' is simply what good marketing should be! The over-use of the word 'integrated' has turned it into another buzzword. Any good marketer knows that consistency is the most important ingredient in a successful marketing campaign.

To test how integrated or effective your marketing program is, take a look at all of your campaigns and see if they are all communicating the same message. Marketing integration is a lot more than using your brand's colors, logo and tagline. As a matter of a fact, unless you're Apple, Google or IBM (the top three most recognizable brands in the world, according to an Accenture report) most people will not remember this information if asked on the spot to describe your brand.

Published in The Marketing Edge

The job of a tagline is to communicate what your brand represents in a clear and concise manner. Therefore, creating a memorable tagline is very important step in positioning your brand and of course, it can evolve along with your business to reflect changing market trends and industry focus.

Taglines are extremely valuable. An effective one can be a great marketing tool that helps keep your brand on peoples' minds. A few examples of memorable taglines include:

Published in The Marketing Edge

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