Tag Archives: Marketing Strategy

The Millennial Pie

Since the 1960s, marketers have been focused on carving out a piece of the 76 million strong baby boomer spending pie. But a bigger pie is now ready for slicing. There are more than 80 million millennials today and their collective spending power is expected to top $10 trillion over their lifetimes.

Companies like Chipotle, Old Navy, Trader Joe’s, and Smirnoff have figured how to tap into this audience by combining authenticity, social engagement, and a healthy dose of humor. But what if millennials don’t need what you are selling today?

If you wait until they are ready to buy to apply these lessons you are likely to find that a competitor has already gobbled up your piece of pie before you even sit down at the table.

In a recent survey of 500 millennials by NewsCred, 62% noted that they respond more positively to brand messages that are useful and help them solve their unique everyday problems. And when they see and use good content, 62% say they feel more connected and loyal to the brand.

So let’s say you sell investment services, instead of trying to convince them to care now, serve them content about stretching a budget or paying off student loans. They’ll find it useful today and you’ll have a bigger piece of pie later.

Quote of the Week:  
“The old way of looking at the [ marketing ] pie is wrong or at least out of date. The pie is not finite. Today’s pies are nearly infinite and multi-layered.” Gary Korisko

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13 Tips for Protecting your Brand: Phase 2

Article from the March/April Issue of Marketing Hour, Brand Police: Why your brand should be your first line of defense By: Charlie Lunan

After the research and development phase of your brand, it is time to monitor your brand and if necessary, enforce legal action.

A comprehensive brand protection strategy can and should be driven by marketers in close coordination with trademark attorneys. In the first phase, marketers work hand-in-hand with legal counsel to select marks that cannot only be registered, but also defended. In the second phase, they work together to monitor for trademark infringements and other threats, and decide how to respond. After consulting with several sources, we compiled the following checklist.

Phase 2: Monitor and Enforce 

  1. Set up alerts- Set up email alerts on your favorite search engine that will notify you every time your trademark appears on the internet. This can act as an early warning signal of trademark infringement.
  2. Work with distributors- If you sell through retailers and wholesalers, encourage them to report suspicious activity.
  3. Appoint a brand cop- Consider assigning someone in marketing to work part-time, monitoring searches and responding to dealer complaints.
  4. Use the ® and TM symbols- Use these with all registered trademarks, including logos, in all corporate communications, including press releases, logos, signage, advertising and labeling. This will prevent unscrupulous competitors from inadvertently infringing your trademarks, and prove you were actively using and protecting them if you feel compelled to take your claims to court.
  5. Subscribe to a digital brand protection service- Larger companies may want to consider subscribing to a service such as BrandProtect, ChannellQ or Corporation Service C. to set up a custom monitoring and reporting service. Be sure to shop around as these services can cost thousand of dollars per month.
  6. Conduct regular audits- This is a good practice for grooming a company for an acquisition of takeover. Look at every mark you’re using, and consider whether you want to register it. Audits also should check to make sure the company, rather than the founder or someone in marketing who registered an asset in their own name, owns all trademarks.

Taking the right steps to protect your brand will help strengthen your brand in the eyes of your clients. To read more about branding and marketing, sign up for TGI’s newsletters, Marketing Minute and Marketing Hour. Both of our newsletters highlight trends, offer tips and provide insight into today’s marketing strategies.

13 Tips for Protecting your Brand: Phase 1

Article from the March/April Issue of Marketing Hour, Brand Police: Why your brand should be your first line of defense By: Charlie Lunan

With the plethora of information and competition in the marketing world today, it is vital for companies to develop an effective brand protection strategy. Having protection and setting standards for your brand will help protect your brand from the competition, and help to avoid risk of infringement for your brand.

A comprehensive brand protection strategy can and should be driven by marketers in close coordination with trademark attorneys. In the first phase, marketers work hand-in-hand with legal counsel to select marks that cannot only be registered, but also defended. In the second phase, they work together to monitor for trademark infringements and other threats, and decide how to respond. After consulting with several sources, we compiled the following checklist.

Phase 1: Research

  1. Online Research- Conduct an online search to get a sense of what trademarks already are in use in your target market.
  2. Hire a trademark attorney- At some point, you’ll need to call a trademark attorney to conduct a U.S. Patent and Trademark and common law search, since trademark rights in the United States stem not only from registration, but also from use of a mark. An attorney actually may be able to save you a lot of time, money and frustration by dissuading you from registering a trademark that will be difficult to defend. Tip: Trademark attorneys love made-up words, which are easier to protect than generic words.
  3. Conduct a domain name and social media search- If someone already is using your trademark in a URL or as a social media handle, it’s better to know before you choose a mark, since you may have a budget for the cost of buying them out.
  4. Register early- Once you pick a mark you want to protect, register it with the U.S. Patent & Trademark Office as soon as possible. Once granted, trademarks are retroactive to the time the application was filed, so you can file the application two to three years before you use it- while your product still is in development. It also puts competitors on notice.
  5. Consider registering trademarks overseas- This is particularly important for companies that anticipate sourcing from or selling in the People’s Republic of China (PRC), where nearly 70 percent of all counterfeit goods seized by U.S. authorities in fiscal 2013 originates. Moreover PRC trademark law does not recognize common law usage, which means a trademark troll could trademark your brand before you even enter the market.
  6. Register for adjacent uses- Consider future brand extensions into new product categories. For example, if you’re a footwear brand, consider registering your trademark for apparel and accessories as well.

Continue to Phase 2: Monitor and Enforce

To get your dose of marketing motivation, sign up for TGI’s newsletters, Marketing Minute and Marketing Hour. Both newsletters highlight trends, offer tips and provide insight into today’s marketing strategies.

5 Steps to Enhancing your Marketing Strategy

In a world inundated with marketing technology, messages and how to receive them, it is hard navigate through it all while maintaining your focus. Developing a powerful marketing strategy can be a daunting task, but taking the right steps can lead you to marketing sophistication. Avoid the pitfalls of marketing by refining your marketing strategy.

The key to a successful marketing strategy revolves around the database. A centrally held database will help get to know clients better, provide seamless interaction across all platforms, collect data, raise response rates, help give you the freedom to spend more time on other projects, and cut down your marketing budget.

Here are our 5 steps to enhancing your marketing strategy:

  1. Data Management- The first step should be to capture organize and integrate all possible sources of customer interaction. Who is your audience? How can they be reached? What company do they work for? What is their job title? Gather all of this information, organize it and get ready to interact with your audience.
  2. Targeting- Develop data into actionable insights, and direct your message to your audience. Determine what information should be used to categorize and target your audience, the more categories you use will help you create a more precise target. Targeting your data will be a key factor in the success of your marketing strategy.
  3. Strategy and Planning- Establish your engagement strategy, determine the most effective channels to be used with your audience and formulate a budget. Provide compelling, relevant and timely content to encourage interaction and engagement from prospects and clients. Create flexible content that includes personalized messaging, to engage prospects and customers with laser precision.
  4. Execution- Integrate direct mail, Internet, and mobile communications to deliver tailored individual content seamlessly across channels. Shift from offline to online communication to improve response rates, and directly link print and online media to increase conversion. To ensure that all engagement is measured, create Personalized URLs (purls) for each recipient.
  5. Results- To guarantee your marketing campaign is a successful one; you need to analyze your results. If the results are great, good, or not so much, you can make adjustments to see where you went right or maybe fell off the target. Make sure that all content is measurable, using the same landing page around all content to ensure traceability.

Using these 5 key steps will help create a powerful marketing strategy for your business. Remember to make your strategy client-centered, and develop your strategy around the needs of your clients. Reach your targeted audience, reach your goals, and connect with TGI.

5 Steps to Enhancing your Cross Channel Marketing Strategy

CrossChannelImageTGI

In a world inundated with marketing technology, messages and how to receive them, it is hard navigate through it all while maintaining your focus. Developing a powerful cross channel marketing strategy can be a daunting task, but taking the right steps can lead you to marketing sophistication. Avoid the pitfall of cross channel marketing by refining your marketing strategy.

The key to a successful cross channel marketing strategy revolves around the database. A centrally held database will help get to know clients better, provide seamless interaction across all platforms, collect data, raise response rates, help give you the freedom to spend more time on other projects, and cut down your marketing budget.

Here are our 5 steps to enhancing your cross channel marketing strategy:

  1. Data Management- The first step should be to capture organize and integrate all possible sources of customer interaction. Who is your audience? How can they be reached? What company do they work for? What is their job title? Gather all of this information, organize it and get ready to interact with your audience.
  2. Insights and Targeting- Develop data into actionable insights, and direct your message to your audience. Determine what information should be used to categorize and target your audience, the more categories you use will help you create a more precise target. Targeting your data will be a key factor in the success of your marketing strategy.
  3. Strategy and planning- Establish your engagement strategy, determine the most effective channels to be used with your audience and formulate a budget. Provide compelling, relevant and timely content to encourage interaction and engagement from prospects and clients. Create flexible content that includes personalized messaging, to engage prospects and customers with laser precision.
  4. Execution- Integrate direct mail, Internet, and mobile communications to deliver tailored individual content seamlessly across channels. Shift from offline to online communication to improve response rates, and directly link print and online media to increase conversion. To ensure that all engagement is measured, create Personalized URLs (purls) for each recipient.
  5. Measurement- To guarantee your cross channel marketing campaign is a successful one; you need to focus on measurement. Measuring for continuous improvement across the steps is vital to success. Make sure that all content is measurable, using the same landing page around all content to ensure traceability.

Using these 5 key steps will help create a powerful cross channel marketing strategy for your business. Remember to make your strategy client-centered, and develop your strategy around the needs of your clients. Follow TGI’s 3 basic rules to successful cross channel marketing; attract, interact & react. Reach your targeted audience, reach your goals, and connect with TGI.

For more about cross channel marketing, visit: http://www.tginc.com/marketing/cross-media/

Experience a multi-channel marketing campaign, first hand, with this interactive demo. See how TGI’s marketing technology can help you interact, seamlessly, with clients and prospects on multiple channels.

 

Social Media Campaign Launched for TGI

At TGI, one of our priorities is building and maintaining relationships with our clients. Inspired by the opportunities to learn,
listen and maybe provide some solutions or ideas to our clients, we turned our attention to social media.

In the beginning of the summer, TGI developed a goal to create a content driven social media strategy with the intention of posting articles and blogs about the latest trends in marketing operations and delivery. To execute the strategy, we created a position with attention on social media marketing and digital strategy. Our Marketing Coordinator spent the summer developing content around the services, projects and trends in our company and industry.

Remarkable social media content  and great sales copy are pretty much the same – plain spoken words designed to focus on the needs of the reader, the listener, or the viewer -Brian Clark, Founder, Copyblogger

After a summer of developing content, we were ready to take the project to the next level, by gaining the right following- clients and prospects who we want to stay connected with.

In an effort to gain more client followers on our Social Media, we had to come up with a marketing strategy to show our new Social Media presence. With the artistic knowledge of our Graphic Designer, a graphic was designed to grab the attention of our clients that would be implemented via a cross media campaign, using print, web and email.

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The graphic was made to look like a tablet, listing each of the links to TGI’s Social Media channels, encouraging our clients to interact on any of the platforms.

We implemented the graphic in the following ways:
  • To encourage interaction on the web, we sent out an email to all of our clients, including the graphic with interactive links leading to our Social Media, providing a single click to connect with TGI on any of the channels. The email encouraged the client to “get social” with TGI, for fan exclusive content, print, digital and marketing trends and TGI news. This email will be sent out monthly, to ensure our clients remain in contact with us on Social Media.
  • Printing was the fun part, we developed two ideas for print- posters for internal marketing and postcards for the field.
  • The posters are very eye catching and sleek, containing the tablet graphic, with the headline, “Keep in Touch!” in very fine, modern type, with a faded rainbow coloring. TGI produced the 11×17 posters, as flat posters with optional adhesive pop-up easels for standing up on tables, desks and flat surfaces.
  • The postcards again brought the graphic alive. The postcards consisted of the same tablet graphic produced on #130 silk cover, covered with a 5/5 mil. textured satin laminate and die cut with rounded edges giving it a clean, sturdy and striking appearance. On the back of the cars, we included a QR code leading to our TGI Cross Media video, and what looks like silver etching of our logo, and “Keep in Touch” in a bold and scripted font.

We’re excited to be taking our Social Media presence to the next level, and are hoping that this will be another successful Cross Media campaign for TGI, opening new doors for our clients to stay in touch with us. How do you stay in touch with your clients? Have you developed a Social Media strategy for your company?