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From the remaining gray matter of Jim Huebner
February 11, 2014 WELL, COLOR ME BLUE BRAND OBSERVATIONS OF THE DAY From my random collection of info sources, here are some highlights related to the brands of our times...
YOU ASKED FOR IT “To err is human, to blame it on someone else shows management potential.” —Anonymous
• The big news among car brands last week was Tesla’s jump over Mercedes-Benz in the annual Consumer Reports Car-Brand Perception Survey. Tesla moved from 11th place last year to an impressive 5th place this year. It is interesting to see this move, particularly after all of the negative PR the automaker received over a few engines catching fire last year. But even more interesting is the way the four brands who ranked ABOVE Tesla seemed to be left out of the headlines. Well, I’m changing that right now—here they are: #1 Toyota.....#2 Ford.....#3 Honda.....#4 Chevrolet • According to BestPsychologyDegrees.com, color does matter when it comes to design. Blue dominates with both men and women, but after that, they part ways on which colors they prefer. Loews, Facebook and Walmart logos are safe for all concerned (blue), but while Cadbury and Yahoo colors might appeal to the women, they’re at the bottom of the list for men (purple).
I was skeptical... until I saw that they were approved by the USA AAU!
Brought to you by popular demand of a client, my mom, and some folks I met at a church potluck
...and on its way to the HuebnerPetersen blog...!
Advertising works. Knowing where to do it is the tricky part. I’ve always admired this ad. It originally ran in 1958 for McGraw-Hill Magazines. And even though it’s more than a half century old, I love how timeless the message is... Advertising works. Advertising warms the prospect up. It softens the blow of the sales pitch. It educates. It informs. It helps tell prospects how your brand is different than the others. In the end, advertising builds familiarity, trust and preference between brands. In fact, according to the Morrill Study (one I’ve cited before), the cost of selling to prospects who’ve been exposed to your advertising can be reduced by up to 30%. This is no insignificant amount if you’ve ever had to sell products or services. However, the greatest challenge for the marketer today is not deciding IF they should advertise, but rather WHERE they should advertise. After all, the opportunities for reaching prospective customers today have changed more dramatically in just the past decade than they have in centuries. Think about Google for a moment. They didn’t even exist 17 years ago, yet this year more than 2.2 TRILLION searches will be made on Google. More important, tens—if not hundreds—of millions of people will click on relevant advertising messages. It is truly mindboggling. And it’s certainly why the fastest growing offerings in our business are digital marketing services like SEO, PPC, landing pages, social media, mobile, online videos, digital magazines and content development. These are all services that didn’t even exist when I started this business in 1989!
But keep in mind— while the Internet is proving to be perhaps the most powerful medium yet, it is still just one more way to reach people. Any McDonald’s near the interstate won’t really need a sophisticated PPC campaign with A/B testing, negative keywords and optimized CPCs. They just need a behemoth sign and maybe a billboard a few miles up the road. It’s all about the right medium for the right type of business. Take the types of clients we cater to— manufacturers and their distribution channels. Every one of those digital marketing functions mentioned earlier (as well as a host of others) should be front and center priorities to stay competitive. So how do you determine which media are best for your brand? You might start by answering these questions:
WORDS TO LIVE BY
• Are my prospects easier to find online or offline? • Which media will allow me to calculate my ROI most readily? • How important is promoting price vs. brand attributes in our advertising?
man T he generous erous, will be prosp rs ate and he who w be will himself watered.
Jim Huebner is President of HuebnerPetersen Integrated Marketing.The firm was established in 1989 and specializes in making companies heroes to their distribution channels through strategic brand positioning, integrated marketing, and front lines marketing services. You can reach Jim at jimh@HuebnerPetersen.com or on LinkedIn. For “Hmmm” archives, CLICK HERE © 2013 Hmmm by Jim Huebner
:25 –Proverbs 11
Published on Feb 11, 2014
BRAND OBSERVATIONS OF THE DAY From my random collection of info sources, here are some highlights related to the brands of our times...