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February 2008
In my business the rule of
thumb is simple: it's not what we say our Brand is, it's
what you say our brand is that truly matters. It's true. The
customer individually and the marketplace collectively
dictates the meaning of each brand. Developing solid
relationships with both are very key to developing a solid
brand identity.
The best brands are
constantly seeking to build stronger and stronger
relationships with their constituents. Promotions are a
great resource in creating bridges between
customers/prospects and the companies seeking to unite with
them. Why? Several reasons: 1) Promotions are often
themed-based; 2) Promotions create a sense of value-added
for the customer; and 3) Promotions allow you to stretch
your brand.
Promotions are often theme-based
Theme-based promotions allow a company to reveal a little
personality and fun to their customers and prospects. Bank
employees dressed as pirates to promote a week-long CD
Special Treasure Hunt or a car dealer's showroom decorated
like an island paradise done in a cross promotion with a
trip giveaway are just part of the fun. These thematic
promotions create a fun experience that enhance
relationships and help spread a buzz about the company. You
never really know what is going to trigger that lasting
relationship with a customer. These types of promotions help
both parties "let their hair down" and enjoy the business
experience beyond the transaction. Just make sure that the
promotional theme fits your branding model so that the brand
identity has the best possible chance of being enhanced
through the promotion.
More is More!
Promotions create a sense of value-added for customers
because they truly are getting more for their money. Even if
it's just a fun chance at winning something, that's more
excitement than most of us consumers get in our mundane
sifting through countless brands in countless aisles. Plus,
if done properly, every consumer who responds leaves the
experience with something--even if that something is merely
a momentary euphoric hint of a chance at a dream vacation
gone by the boards. But again, if done properly, every
consumer should get something out of a promotion. Take the
CD Treasure Hunt promotion for example. Every customer who
comes in might be treated to some punch and cookies. He or
she may not take advantage of the CD Special, but they've
learned more about the possibilities within that institution
and quite possibly seen their relationship with it enhanced.
Stretching the Brand
Promotions are short-term marketing tools. This provides a
great opportunity if your company is looking to stretch its
brand image in the market. A quick hitting promotion like
the Treasure Hunt mentioned above may provide a financial
institution with a great vehicle to move off of its stodgy
reputation and bring a little meaningful elasticity to the
brand. These short-term tools provide various and flexible
ways to make an impression in the market while allowing a
company to stretch its brand. This means yet another
connection in a growing relationship with the consumer.
Promotions can help surge a brand's relationship with those
that truly the define it: the market. They are short-term
fixes that could add both personality to a consumer's
opinion of a brand and most importantly build a stronger
relationship with the brand. For more information on using
promotions to enhance brand identity, call BrandVision
Marketing today.
© BrandVision Marketing.
2008. Matthew Scott Trueblood. All rights reserved.
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