Thursday, April 9, 2009

Product Labels and Your Business

A new study has unveiled that consumers consider product labels to be the most important source for information when shopping for healthy and organic foods. This is more proof that consumers want information in the quickest, most convenient ways possible (Why do you think Snapple Facts are so popular? Worldly facts right under the cap of your Mango Madness).

When deciding on what healthy foods to purchase, consumers are looking on the product packaging to find the information they desire. But they're looking for more than just nutrition facts on the labels. They want to know the company's story. Is this product made by a local small business? Does the company use energy efficient means of production?

The point of this research goes far beyond aisle 5. No matter who your audience is, nobody wants to look too hard to find out about your company. All materials coming from your business should have the company's personal brand stamp on it. Put your tagline on your business cards or in the bottom of your email signature. Put the company logo on folders that you hand out at events.

Use your BusinessCardContacts.com profile and get a banner ad on the site to tell the Hudson Valley about your company's personality.

June Bisel
Partner, BBG&G Advertising and Public Relations
BusinessCardContacts.com

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posted by June Bisel at 11:44 AM 0 Comments

Wednesday, March 25, 2009

Who Are You? Brand Your Business

Successfully marketing your business starts with figuring out who you are and what your story is. What is the personality of your business? Your business’s brand should be the core of your marketing messages, because those businesses with a clear brand are most remembered by consumers.

Too many businesses operate without telling their story to consumers. Branding isn’t a concept just for big corporations. Small businesses can benefit just as much from branding if not more, because small businesses have a more concentrated consumer base.

For example, if you run a pizza shop, do you take pride in serving the best deep dish? Does your pizza shop have a genuine Italian atmosphere? Is your store the hippest place for high schoolers to stop by with friends and grab a slice?

Work on defining the personality of your business and let the brand personality permeate through each sale, product development, and decor choice. This will set the stage so that when you are ready to create an ad, or to hire an accomplished agency to make ads, then they will be unique and memorable.

June Bisel

Partner, BBG&G Advertising & PR

BusinessCardContacts.com

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posted by June Bisel at 3:02 PM 0 Comments

Thursday, March 12, 2009

The Other Side of the Coin

Yesterday we talked a bit about the value of coupons during tough economic times. Today, I thought we should discuss the long-term dangers.
While two-for-ones, discounts, and enticing coupons may keep your customers buying your products or walking through your doors, let's think about the buying habits you are creating and the damage you may be doing for the long-term equity of your brand.
Once consumers get accustomed to using coupons, two things happen: 1) they start thinking that in all reality, your product/service was overpriced to begin with, and 2) it may be very difficult for you to restore a full-price mentality to your shopper's buying habits once the economy recovers.
So, what is the best way to proceed? Perhaps it is all in the way you present the discount offering. Show your customer that you are offering the discount because we're all in this together. For many local businesses, you will actually be taking on some financial burden yourself in order to make this offer to them. 
Why will you do this? Well, when it comes right down to it, it's because you want to stay in business. But let's remember why you started this business in the first place. It's most likely because you knew you had a product or service that would be of value to your customers. And, if you've stayed true to your vision and to your commitment to your customers, then it most likely is of value.
Whatever marketing route you decide to take, be true to your customers. Be honest. Offer them value. Put them first. And let them know how much you appreciate them. Maybe it's with coupons - maybe it's not.
June Bisel
Partner, BBG&G Advertising & PR
BusinessCardContacts.com

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posted by June Bisel at 10:02 AM 1 Comments