I once used the words ‘brand’ and ‘product’ interchangeably. As a consumer, that’s not a big deal. But when you’re marketing a product, clearly understanding the distinction between those words could have a dramatic impact on your sales.
Media Relations Agency CEO Lonny Kocina explains that a product doesn’t become a brand until people hold a clear definition of it in their minds when they hear its name. In his book, “A CEO’s Guide to Marketing,” Lonny says people form that brand definition in two ways: by what they experience with a product and what they’re told about a product.
As marketing strategists, our job is to repeatedly tell the right people about your product, using the right messaging communicated through the right channels by the right messengers, so that they will begin to form an opinion about it and want to try it. That’s a mouthful! But if you’ve ever wanted to try a product based on a story you read, or an interview you saw on TV, that’s what we can do for you.
After more than 30 years, we’re really good at it. We have to be successful. As pioneers of performance-based marketing, working harder and smarter is in our DNA.
When I talk with business people such as yourself about our processes, I often refer to the ladder of fame. Most products steadily rise from obscurity to brand fame, one rung at a time. In real-life terms, that may mean creating awareness in your hometown before you can grab the attention of national media.
Applying our Strategically Aimed Marketing (SAM 6) process, we follow six well-defined steps to each campaign. Before we jump into the creative, we understand your top target audiences and why they should choose your product over the competition. We’ve collaborated with you on key messages and which channels will tell your story most effectively. We’ve discussed a marketing calendar to guide your campaign within your budget. Then we communicate all of this to our creative team and collaborate with them on the content, images and other deliverables we need to launch an effective marketing campaign.
Now that I understand how a product becomes a brand, and the tremendous rewards of reaching that pinnacle, I’m excited to help as many clients as possible achieve this goal. It starts with a conversation to see if we’re a good fit for each other. To get an exploratory meeting on my calendar, call 952-697-5269 or complete this form. I look forward to chatting with you!
