Unleashing Brand Potential: A Transformative Marketing Masterclass with Mark Ritson

Entrepreneurs and business leaders came together for an event hosted by EO Melbourne in collaboration with its Strategic Alliance Partner, BlueRock. The session, titled “Unleashing Your Brand’s Potential: Marketing Masterclass,” delivered valuable insights into the strategies that separate thriving brands from those that struggle to make an impact. Attendees left the event equipped with practical tools and fresh perspectives to elevate their branding and marketing efforts.

The masterclass was led by Mark Ritson, a respected figure in the marketing world known for his academic background, industry experience, and candid approach. With a PhD in Marketing and a career that includes teaching on MBA programmes at prestigious institutions like London Business School and MIT, Ritson brought a wealth of knowledge to the session. His ability to blend academic rigour with real-world applicability ensured the content was both insightful and actionable, resonating with the diverse audience.

Ritson guided attendees through the three phases of marketing and market orientation, emphasising the importance of staying grounded in proven principles while adapting to today’s fast-paced environment. He challenged participants to evaluate their brand positioning critically and identify opportunities to stand out in increasingly crowded markets. One of the key takeaways was the power of differentiation—brands that succeed are those that communicate a unique value proposition and remain consistent in their messaging. Ritson also highlighted the importance of aligning brand values with consumer expectations, stressing that authenticity is non-negotiable in building trust and loyalty.

Practical advice was a hallmark of the session. Ritson shared research-driven strategies to help businesses cut through the noise and connect with their target audiences more effectively. He addressed common pitfalls in brand management, such as over-reliance on short-term metrics or losing sight of long-term goals, urging attendees to balance data-driven decision-making with creative thinking. His anecdotes from years of consulting and teaching added context, illustrating how even well-intentioned marketers can stumble without a clear strategy.

The event also fostered collaboration and networking among participants, creating a space for meaningful discussions about shared challenges and opportunities. EO Melbourne and BlueRock demonstrated their commitment to supporting entrepreneurial growth by curating an experience that combined education with engagement. The masterclass wasn’t just about theory—it provided tangible steps for attendees to implement immediately, whether they were refining their brand identity or scaling their marketing efforts.

As the session concluded, the energy in the room reflected the value attendees had gained. Armed with new insights and actionable strategies, participants departed ready to apply what they had learned. For many, the event served as a catalyst to rethink their approach to branding and marketing, reinforcing the idea that success lies in staying true to core values while embracing innovation.

This event underscored the continued partnership between EO Melbourne and BlueRock, highlighting their shared mission to empower businesses through knowledge-sharing and collaboration. Together, they created an impactful platform for entrepreneurs to learn, connect, and grow, ensuring that the lessons from the masterclass will resonate long after the event ended. It was a powerful reminder that with the right strategies, support, and mindset, any brand has the potential to thrive.

Unleashing the Power of Branding: EO Melbourne's Workshop with Nir Zavaro

Entrepreneurs and professionals were granted a remarkable opportunity to redefine their brand interactions at the highly immersive EO Melbourne workshop titled "Branding to Marketing and the Journey in Between." Led by the renowned marketing guru, Nir Zavaro, this extraordinary event left an impressive mark on participants, reshaping their approach to brand management, team dynamics, and customer engagement.

Tailored specifically for EO Melbourne Members and professionals aiming to establish enduring businesses, optimise budgets, and cultivate stronger brands with a devoted customer following, the workshop delved into a range of crucial topics, equipping attendees with valuable insights and practical knowledge to shape their branding strategies for the future.

One of the workshop's focal points centred around the art of branding itself. Participants were presented with the challenge of uncovering their company's true identity and brand character, delving into defining the language used for communication and clarifying core values. By understanding the immense power of a robust brand, participants discovered how it can serve as a guiding force in decision-making across various situations.

Messaging took centre stage as attendees were guided in effectively conveying their brand's purpose. Through immersive, hands-on exercises, participants honed their skills in crafting clear and compelling messaging, even going as far as building impactful landing pages to captivate their target audience.

Another pivotal aspect explored during the workshop was the customer journey. Participants gained invaluable insights into the art of connecting with customers in a manner that resonated deeply with their needs and aspirations. Each step of the customer journey was meticulously dissected, with a strong emphasis on transforming every interaction into a positive experience that authentically reflected the essence of their brand.

The workshop's itinerary extended into the realm of marketing strategy, urging attendees to strategise and develop effective plans for sharing their brand with the world. Learning the art of creating and distributing content that genuinely captured their brand's voice became a vital skillset to master.

The workshop concluded on a high note, leaving participants armed with a comprehensive set of tools and knowledge to breathe new life into their brands. Equipped with a robust marketing strategy and the ability to create compelling content that projected their brand's unique personality, attendees departed with an unwavering commitment to implement transformative changes in their business endeavours.

As participants departed with newfound clarity and purpose, the impact of the "Branding to Marketing and the Journey in Between" workshop is expected to ripple throughout the entrepreneurial community. This extraordinary event offered a rare opportunity to unlock the full potential of brands, fundamentally reshaping how entrepreneurs and professionals approach their business endeavours and foster enduring success.

Using LinkedIn to promote your business

LinkedIn is a social media platform that has been used by individuals, companies, and organisations to connect, network, and promote their products, services, causes, and brands. Entrepreneurs have also recognised the value of LinkedIn to their business, and EO Members share with us how they utilise LinkedIn to promote their brands and organisations and take advantage of the platform’s network.

Create brand awareness

As more and more professionals connect on LinkedIn, it becomes an effective venue to push for brand recognition. Although most users tend to use it for business purposes, it doesn’t mean one cannot get creative and playful on this platform. Let your brand’s personality shine and inject a bit of fun to make your posts stand out.

“I use LinkedIn for business to create brand awareness and get known in my field. It is mostly for PR purposes. To be honest, I treat it more like Facebook and do not take it too seriously as some of the comments I leave are more for fun than serious engagement. LinkedIn can be a bit dry sometimes, so why not spice it up,” quipped Alex Louey, Co-Founder and Managing Director of Appscore.

Attract new prospects

Raising awareness for your brand can help generate prospective customers and new clients for you. If you use LinkedIn well by regularly expanding your network and posting quality content, you will be able to attract a potential market for your business.

“We use our LinkedIn to re-purpose awesome content that will help us attract new prospects to our community and world that, in turn, will hopefully see our brand as a source to learn from,” said Nathan Chan, CEO and Publisher of Foundr Magazine.

Promote one’s products and services

While you’re at it, go beyond your regular posts. Talk about your products and services so that readers become more familiar with what you do and what you can offer. Your content doesn’t have to be a hard sell as you can subtly present your offerings that can pique the interest of your readers. 

“We use it to post and share videos that we have produced for our clients. It's a great way to showcase what we do on a mass scale. And every month, we always win new clients that say they found us through the videos that we share,” Anthony Lam, Managing Director of Punchy Digital Media, claimed.

Tell a story

LinkedIn is a platform for professionals, but remember that they are also individuals whom you can inspire and motivate. The users can also relate to your experiences, so use the platform to reach out to them through your stories.

“LinkedIn has been my go-to marketing platform to tell an authentic story without spamming people’s inboxes. During COVID, when we had no budget for marketing but still needed to tell the story to the world, we used LinkedIn to showcase and as a case study of what we were doing. The result from this was a 75% increase in new customers. Being able to connect with people at a one-on-one level was important to me. Few important things on LinkedIn -- personal profiles and personal articles get better traction than company updates,” Arosh Fernando, Founder and Director of WooHah Productions, shared.

Build credibility and authority

There is power in your LinkedIn profile and posts. Whatever you put out there can make or break your image. Make LinkedIn work for your advantage by sharing things that can build your portfolio. Share your wins, give and ask for recommendations, engage with people in your network, update your profile, and be consistent in your messaging.

“I use LinkedIn in building credibility and as a way of being seen. I try and post an article weekly that is in alignment with how I want to be recognised, which is as an authority on People,” remarked Jeni Clift, Director/General Manager of DWM Solutions and a Professional EOS Implementer.

If you have some great experiences on how LinkedIn has helped you in your business, share them with us through the comments section below.

Check out the EO Melbourne LinkedIn page at https://www.linkedin.com/company/eo-melbourne.

EO Melbourne members share their secret recipes for Social Media Success

With billions of people worldwide using the internet and social media for their day-to-day activities, it is no question as to why many companies and brands turn to social networks to engage their customers and target market. The big question is how to do it successfully?

Robert Tadros, CEO of Impressive Digital:

LinkedIn, Facebook and Instagram

“Our approach is multi-faceted,” Robert stated. “Generally, we’ll pick a content vertical that we’re focusing on for the month. Then we ensure that our website content, such as pillar pages, subcategory pages and blogs, is up-to-date before we map out the various posts across our channels to support this vertical. This provides social signals for SEO performance.”

The key thing that Robert points out is to have different posts for different social networks. He explains, “We tailor our content in each platform. LinkedIn has previously been geared towards recruitment for us, but we’re now experimenting with curating a marketing industry newsfeed, while Facebook will be geared towards knowledge and results, and Instagram for recruitment and in-the-moment content.”

He also acknowledged that for the majority of platforms, exposure is difficult to achieve without amplification. “We do this if it’s beneficial to our campaigns. Otherwise, we don’t underestimate the value of our team’s personal and professional networks. You’ll frequently see posts shared by Impressive staff, which highlights that our true value as a company is collaboration.”

Hannah Vasicek, Founder and Director of Francesca Collections:

Facebook, Pinterest and Instagram

As a retail brand with mortar-and-brick stores and an online shop, Francesca Collections has to constantly reach out to their current and prospective customers to let them know of latest and available designs as well as updates and other offers. Hannah and her team use social media as one of the tools to communicate and build relationships with their clientele and keep the public informed of their products and services.

She finds that engagement is key to get the audience interested in the brand. “Currently, we plan our posts based on engaging educational content leading onto a 'sell'. We have found that by communicating to our audience by asking them a question like 'which product do you like better' really gets engagement up! Our audience loves being involved and it also provides social proof.,” she expressed.

Hannah cites planning well as an important factor in social media success. It includes coming up with creative content and implementing it with the right timing. “We plan a week ahead of time and schedule all of our posts,” she said.

While they generate content on various social media platforms and grow their audience organically, they also place advertisements on Facebook to boost their reach and visibility, which often help convert readers into buyers. “Facebook ads remain our highest return on investment,” she declared.

Nathan Chan, CEO and Publisher of Foundr:

Facebook, Instagram and YouTube

Creating and generating regular content for its magazine, podcast and website, Foundr has developed and continues to develop a wide audience and astonishing reach through social media. With over 2.4 million followers on Instagram, more than 840,000 followers on Facebook, and 101,000 plus subscribers on YouTube, it seems that Foundr has found the key on how to reach out to more users.

“We plan our social posts by having a social schedule working 4-6 weeks in advance. The method we use is providing quality content on a consistent basis at scale. We promote articles, videos and quotes or infographics. Our method is very effective,” Nathan declared.

For Facebook, they invest in it by putting out ads on this platform. “We spend millions of dollars every year to build the reach of our brand and acquire new customers profitability,” he substantiated.

On the other hand, it is organic audience-building for their Instagram account. “We have one of the largest Instagram accounts in our niche. This allows us to build top of funnel awareness for our brand, as well as provide value, educate our audience with engaging content and sell Foundr products.”

Similarly, their YouTube reach is organic. “What we do is we produce many videos for community to build trust, develop top of funnel awareness and sell Foundr products. We’ve found that video is a very powerful tool to build a relationship with our audience versus other mediums,” Nathan shared.

Tom Caw, Founder and Director of Untitled Group Australia:

Facebook, Instagram, YouTube

Untitled Group is a Melbourne-based collective that produces a variety of unique festivals, tours and events within Australia and abroad. Taking an innovative approach on how they do things, they also make the most of social media in reaching out to their audiences in promoting their events, artists and music.

According to Tom, “Our social media posts are planned around previous posts by reviewing how effective they were. For example, we look out for posts that performed well and then try and replicate that style of content or copy in future posts. If you try a new style of post or content or copy and you notice it is not performing well, it is important to recognise this immediately and adjust your strategy.”

Tom finds this method effective but recognises that other factors can affect the reach and engagement. “These factors can be the time of the day it is posted, day of the week it is posted or something happening in the community that day like a major announcement that will overshadow your post.  Also, do you usually put money on your posts or do you let them go organically? There are a lot of factors that need to be considered when strategising, planning and reviewing your social media posts,” he quipped.

How about you? What social media platforms do you use for your business? Comment below your experience.

Tips on doing niche marketing

Getting exposure to as many people as possible may be a good thing. But it can take so much time, effort and resources on your part. Meanwhile, if you target a specific market, it will take less but may produce the same or better results.

Niche marketing is a strategy where you direct your initiatives towards a target market and customise your messages and design to their preference. It is different from mass marketing, wherein you convey you communicate to a bigger audience. On the other hand, niche marketing focuses on the segment which has the most need and most interest in your product or service.

To make sure that your niche marketing strategies are effective and successful, here are a few tips that may help your business.

Get the demographics of your market and segmentize them

Surveys, feedback forms or interviews are just a few methods of getting information about your customers. It’s always helpful to gather data, observe first-hand and analyse the numbers to set the foundation of your strategies. Know the age, location, occupation and other information on the demographics of your clientele. From the statistics generated, divide your market into segments so you can decide the best group to target for your niche marketing.

Research on the behaviours and psyche of your target market

Delve deeper into your target segment and know their behaviours, hobbies and preferences. These will help outline your strategies on how to approach and communicate with your market. Understanding their needs and pain points and seeing the connection as to how your products or services address such will enable you to tailor-fit your marketing campaign towards them.

Maintain a database of your customers from that niche

Put together a database of your clients belonging to your target segment and communicate with them regularly. Better yet, provide an avenue for them to form into a community. It will enable you to strengthen your relationship with your target market and encourage loyalty to your brand.

Choose the right communication platform or channel

Once you have determined your target market’s mindset and behaviour, select the right platform or channel where you will communicate to them. Although bags are the same, targeting a high-end and matured market is unlike communicating to a young group. The idea with niche marketing is that you don’t have to be all over the place. Instead, you can focus more on where you can be most visible to your intended audience.

Craft your messages and design for the target segment

When you have fully known and understood that market segment you want to aim, craft your messaging and design your marketing materials as to how they will appeal to them the most. Doing so is like communicating to them directly. Adjust your messaging and design according to the platform you are using. Ads in written format should not be the same with broadcast media. Similarly, direct emails are drafted differently from press releases and social media posts.

Follow-up, follow-up, follow-up

Sustain your initiatives by scheduling properly your activities. If you did an exclusive event for your target market, sent out an email or launched an online campaign, make sure that you do a follow-up. With so many things going on in a single day, people may tend to forget about your brand. Make your presence felt in a way that your product or service becomes more relevant to them.

If you even know better the market you want to target, you can be even more specific on your action points. Don’t forget to evaluate how effective your niche marketing is and if it’s something that you should consider doing for your brand for the long-term.

Benefits of business collaborations

Companies, big or small, sometimes work together for a common goal that will mutually benefit each party involved. Collaborations are not uncommon among brands and organisations, especially if this can lead to increased knowledge and sales. Such partnerships may occur through joint projects in developing new products and services, enhanced processes, training and upskilling of people, sales and marketing initiatives and so much more.

Before you get into any form of collaboration, you first have to assess your current state and upcoming plans vis-à-vis to that of the prospective partner organisations. Conduct a SWOT analysis of your business and the other participating businesses. How will this benefit you and your company? What will be the division of labour? How are you going to work out the partnership? What are the stipulations in the collaboration?

One thing to note is that you need to do your thorough research and risk assessment before committing to a collaboration. Make sure that things are documented in black and white so that you have something to refer to in the planning, implementation, monitoring and evaluation of the business relationship. But if such cooperation between businesses become a huge success, the benefits to your venture can be enormous.

Shared learnings

Collaboration may lead to the sharing of new information, best practices and additional knowledge about your industry and current trends that can be useful to the development of your business. It is when you go outside the box and expand your horizons that you will get to see so much more things to learn that can help you and your venture grow significantly.

Enhanced human capital

The best training for your people is to provide them with on-hand training and exposure, one that collaboration with other businesses can bring to the table. It can widen their horizon and allow them to think outside what you consider as a norm in your organisation. This will enhance their capability as they get to experience new things in a different setting.

Improved products and services

Whether your partner with other businesses to develop a new product or service, combine the best parts of your respective offerings or enhance what is already available, such cooperation will allow you to offer more to your customers. In effect, it will attract additional prospects to your business and grow your clientele.

Increased promotions and brand value

Some collaborations may be limited to joint promotions or marketing tactics. Nevertheless, partnering with another brand, especially a stronger one, may increase the value of your name and expand your reach. It will widen your audience and market as you will be able to communicate to your collaborators’ network. In the long run, it will be helpful to your brand, not only for name recall but also for its trustworthiness.

Financial gains

With experienced people, better offerings and attractive promotions, collaborations may be able to help boost your sales and increase your profit. Successful partnerships may even benefit your bottom line in the long-term as more and more people will look at it as a sign that your business is one that they can depend on. Moreover, the resources and effort that you will put into collaborations vis-à-vis the advantages you will gain will be more cost-efficient as compared to you doing it all by yourself.

Competitive edge

During and after a successful collaboration, all the learnings and improvements that your venture will obtain will give you a competitive edge over other players in the field as you move forward on your entrepreneurial journey. Other businesses get into some form of cooperation with other companies, even for a short period, to use it as a launching pad for more endeavours.

There are surely great wins when you work with other business entities. There are also risks involved and failed collaborations may even have an adverse impact, so do it sparingly and with caution. But if you work towards making it successful, you will reap the fruits of your labour a hundredfold. They may not necessarily come immediately or in monetary form, but it will provide your organisation with many more insights that you will not normally get when you work on your own.

Preparing for a media interview

Business owners, especially those of startups or small and medium-sized enterprises, are usually the face of their company as they carry the name on their shoulders. People’s trust in a brand is heightened when they are familiar with the person or individuals behind it. Moreover, an entrepreneur’s story plays a significant part in conveying the narrative behind a business, product or service.

More often than not, media outfits are interested to hear all of these, particularly for new updates and announcements, straight from business owners themselves. It is also necessary in times of crises or emergencies. Granting them interviews for brief news statements or in-depth feature can be advantageous in putting your brand out there or clearing the air from any confusion or negativity. It is also an effective way of communicating to a bigger audience. But before you get in front of a camera or a microphone recorder, prepare yourself first to ensure that you say the right things that can benefit your brand and your target market.

1.       Get sample questions and know the interview topic

Various interviews are conducted for varied reasons. The first thing to do is to know the purpose of the interview, the topics that they want to cover and possible questions that they want to ask you. Coordination with the interviewee or media program, whether it’s for print, radio, tv, podcast or online, is essential to make the conversation smooth and on point. While you’re at it, get to know the background of the media entity and the interviewer as you may have some common grounds that can help you navigate towards the messaging you want to communicate.

2.       Gather data and information you want to share

Once you have secured the purpose, topic and sample questions, it’s time to refresh yourself with your internal information or gather new data that may be needed during the interview. Being knowledgeable of your brand, offerings and market will give you more confidence to discuss your company’s background, present state and upcoming plans. Have an internal briefing with your team from different departments and brainstorm the things you want to highlight during the interview. Some of them may not be part of the questions, but you can find a way to inject them in your answers.

3.       Include stories of your personal experiences

While numbers and data are important and effective, it is always good to humanise your brand through stories or anecdotes of your personal experiences. But don’t overdo it. Pick only important moments that you want to share with the public, especially one that can provide them with a deeper understanding of your company and inspire them to aspire for greater things.

4.       Put together your talking points

When you have identified the important ideas you want to raise and highlight during the interview, organise them into talking points. They don’t have to be lengthy. You can simply put phrases with keywords so you can easily remember them. Go over your talking points several times days before the interview. Don’t cram the information last minute as it might confuse you more.

5.       Practice, practice, practice

Your nerves may get the better of you during the interview. Relax and have confidence in yourself. But it’s easier said and done. The best way to battle becoming nervous is to practice with your team through role-playing. That doesn’t mean you have to memorise a script. Allow them to ask you questions that are not on the list because it happens all the time.

And don’t stop at the preparations. Have your presence of mind during the interview proper. If you are face-to-face with the interviewer, maintain eye contact. Dress the part and be courteous in your words and actions. Then, when the interview is over, be sure to thank the interviewer and the crew involved. Ask when it will come out and monitor it. Then assess what you need to stop doing, continue doing and start doing in your other succeeding interviews.

Remember that the first few media interviews are the most nerve-wracking. But once you get the hang of it, you will be able to do it like it’s your second nature. Most of all, enjoy the experience. It’s your way of reaching out to your customers and target market, so view this as an opportunity for them to get to know you better.

Taking care of your skin, taking care of your business

Our skin is our body’s first line of defence against harmful elements around us. It’s the first thing that people see, which is why many people want to maintain youthful skin for their looks.  We need to care for our skin, not only for beauty but more so for our health and wellbeing.

If you liken it to your business, your brand – your name, logo, colours, font, tagline, values – is one of the first things that consumers will consider when making a purchasing decision. How do you keep your business and brand on a top shape so that your customers will trust and patronise you?

There are skin care tips that you can interpret and apply when it comes to caring for your business.

Know the type of your skin

Before you take action and opt for a good regimen for your skin, it is important to first know the type of skin you have and how it reacts to various conditions. One of the reasons for skin damage is applying products that are not compatible with one’s skin type.

Know your business well, including the industry where you belong, your competitors and your clientele. You can come up with a successful marketing plan if you know your brand by heart. Always do your research and analyse the data available that can help in drafting your marketing plan. Moreover, don’t ignore your gut feeling. When something seems to be not right, look for the cause and make sure to address it immediately.

Consult a dermatologist or a skin expert

Don’t self-medicate. It’s best to consult a dermatologist or skin expert to determine your skin’s needs and how it reacts to particular products or situations. When problems arise, have yourself checked up to ensure proper medication and medical guidance.

Having a mentor who can guide you on your entrepreneurial journey is a huge help in your growth and that of your business. Learn from the experiences and lessons of those who have gone ahead of you on the journey. Listen to their stories and take them with you when you go back to your team.

Protect your skin from harsh elements

Too much exposure to the sun, cold, wind, pollution and other harsh components in our environment can harm our body’s outer layer. Apart from avoiding such conditions, always put sunscreen on your face rain or shine. Cover your skin depending on the weather.

Always have several back-up plans. Consider the right insurance and safety nets for your business in case unforeseen circumstances occur. It helps if you have emergency plans or exit strategies that you can turn to when the need arises. Install security measures in your physical and online space, as well as in your workflow and operations. Do a background check on your suppliers and applications and have proper documents in place for every transaction. In addition, prepare a PR plan for possible crisis scenarios.

Cleanse regularly

Wash up in the morning and before going to bed. Makeup, dust, smoke, oil and other pollutants may irritate your skin, so be sure to cleanse your face and neck every day. They can cause acne, wrinkles, spots and rashes that may lead to skin cancer and other diseases.

Do regular clean-ups in your business, not just in your office space, but also in the way you do things. Audit your finances, assets, people, clients, products and various aspects of your enterprise. Get rid of unnecessary things and be quick to let go of those that may affect your brand or hinder the progress of your business.

Choose the right products for your skin

It is not advisable to put too many products on your skin. When you put products on your face, start from the thinnest to the thickest, from toner to moisturiser. Do a trial first and see if there are no negative reactions on your skin. Read the label and follow instructions well.

There are many tools, applications and software that you can use in running your business. There are also various media that you can utilise in marketing and promoting your brand, products and services. Study their different features and choose the ones that will fit the needs of your venture.

Drink water often, eat right and sleep well

How we take good care of our entire body, particularly our inner organs radiates to our skin. Eat food that is rich in vitamins. Drink water regularly and get enough sleep. When your body is nourished, so will be your skin. Maintain a healthy lifestyle to achieve that youthful glow.

Teambuilding sessions, planning activities and celebrating victories, big or small, can motivate your people. Develop a corporate culture where everyone thrives and come up with healthy corporate practices that promote your company’s values.

Don’t stress yourself

Stress is one of the factors that can cause wrinkles and illnesses. It can make you look old. Don’t hold onto stress, Instead, release it by sweating it out or enjoying your favourite hobby or form of relaxation.

Step away from your business from time to time. Owning a business can be overwhelming, especially with the responsibilities that come with it. Take time for a vacation. Even your business can use its slow time or off-peak season for auditing and planning. Schedule your events an marketing campaigns sparingly. To be effective in your communications strategy, limit the messages you convey to your audience so that they don’t appear as noise.

The rise of social media stories

And how you can use it for marketing your business

At the turn of the century, technology has developed at an accelerated rate. Now, people can do so many things with the use of their smartphone, connecting users from different parts of the globe through various platforms and providing solutions to many needs we encounter each day. There are several applications for a variety of purposes. In social media alone, new features are added continuously to provide more ways for people to interact.

Now, the story format is making waves in social networks. These are ephemeral posts that last for only 24 hours. Despite its short period of exposure, many are hooked with making stories because users don’t have to scroll down. These vertical posts that occupy the entire screen shifts automatically. Plus, creative filters attract people to this new way of multimedia storytelling.

It all began with Snapchat, and it is now available on Instagram, Facebook, WhatsApp and other platforms. Social media influencers have been utilising this format to share content and visuals. Even brands are jumping into the bandwagon and using such format to their advantage. How do you bridge your business and your market through social media stories? Here are some ways to reach out to your customers and prospects with the use of stories.

Be authentic, yet relatable

Don’t treat your social media story as a TV commercial. If you want to promote a product, service or event, make it into storytelling form. Add a human factor to your post. Talk to them. Make it spontaneous. When you do it in a hard-sell way or put too polished or too edited videos, it can turn off your followers. They often love it raw and personal, but let your brand personality shine through. If you know your market too well, you will know the best approach to capture their interest and keep them hooked to your brand.

Inject creativity in your story

How do you draw people to your post within 24 hours you put it out? Even if you can archive your story, such as in the case of Instagram Stories, that 24-hour window is crucial to bring people to your account and let them take action like going to your site or purchasing the product you are promoting. Businesses have to make such posts creative enough for consumers to always stay tuned to it and view it. You can create a teaser, make people guess a surprise or do a live story during an event. Brainstorm with your team and get the feedback of your customers on what kind of posts excite them.

Focus the spotlight on your users

Some people love to see their faces, names or usernames on a known account. Through a story, you can share posts by your consumers. Use hashtags and mention them. You can also utilise the swipe action where viewers can be directed to a site or link. Be more appreciative of your followers through your stories. When you do a live story, be mindful of commenters and do shoutouts to greet your audience.

Make it interactive

Although the audience cannot comment on your story, you can conduct a poll or do a Q&A with them. Take advantage of the various features of social media stories to engage your viewers and interact with your followers. Storytelling in this platform should not just be a one-way communication line. Rather, it is an opportunity to talk and listen to your market.

So, start exploring this new format and see how it can benefit your business. Explore its various functions and features before you apply it to your brand. If you’re unsure of its effect on your products and services, test it first and evaluate how it will fit in your overall marketing plan. Besides, there are experts or other business owners you can consult when you’re in doubt. Most of all, have fun and let your followers enjoy interacting with you.

8 free blog platforms for your business

We have tackled the benefits of blogging to your business, but the real challenge is how to start your blog, especially the technical part. Topics and story ideas may already be floating in your mind, but putting it into a blog format may be a bit of a challenge for beginners. You can seek out an expert or someone with the know-how to help you through the process. However, when the budget is a concern or if you want to do it internally, you can begin by learning the best blogging platform for you.

Nowadays, there are plenty of sites that can help you build your blog. If you already have a website, you can have it in there or you can provide a tab or a link to direct visitors to your blog site. If you are tight on finances and doesn’t have the resources to have your own website, you can choose from the many free blog and website builders available online. The downside with some free blogging platforms is that there are many limitations and restrictions when it comes to customising your site. They can host it for free but it will be a subdomain of their site unless you get a paid plan where you can use the domain name you want. But there are free blog platforms that can offer this service; all you have to do is to explore each product thoroughly before you decide on the best one for you.

Wordpress

Wordpress is a widely used blogging platform. There are two kinds – Wordpress.org and Wordpress.com. With the second one, you can have the hosting for free, but the domain still has the wordpress.com in it. Plugins, customisation and monetisation are quite limited as the brands and ads all come from Wordpress. On the other hand, Wordpress.org gives more options and freedom to create a site you want, which is why many hobbyists, professionals and small businesses use this. You can have your own domain name, but you have to get it and host the site by yourself. The good thing is that there are also plenty of products that provide hosting services. Both have tons of plugins and support to help you out, and the newest version is more user-friendly, especially for beginners.

Wix

You can build a site and start a blog using Wix. They have free templates and drag & drop tools that make it easy for anyone without blogging or website building experience. It has mobile optimisation which makes it uncomplicated to view the pages and navigate around the site. You can enhance your site using website apps, although many are run by third-party providers.

Weebly

If you want to build an online retail site, Weebly is a good option because it is part of Square, Inc. It provides ready web designs that you can customise and fit according to your needs. There are tools that are simple to use especially for those who have no or little knowledge about coding. However, if you know some coding language and wants to make changes, you can also modify your site based on your expertise. It offers free and premium plans you can choose from, providing you with various choices according to your needs and resources.

Drupal

Having an open-source content management system (CMS), Drupal is best for developers, marketers and agencies. On the other hand, it may be a steep learning curve for beginners because of its sophisticated features. Also, you have to get a web hosting service for your site. Still, it can be used by those who have no programming skills. For those who have a bit of technical understanding of website development, they will find Drupal more flexible.

Joomla

Another free open-source CMS is Joomla. Although there are tutorials available to take you through how to use Joomla, one has to learn it a bit, unlike the other blog platforms. It values data privacy and has several features for developers, designers and integrators. It is multi-lingual with more than 70 translation packs available, which is good for sites that target a wide, international audience.

Blogger

One of the early players in the blogging platform arena is Blogger. It is mostly used for personal blogs because of its simple interface, which is why it can cater to beginners in blogging. Also, it is a Google product so one can easily use a Google account to get into Blogger. However, there are a few tools, designs and applications to allow you to play around your site.

Medium

If you love writing and you want your brand to be out there, then Medium is another option. While it has a built-in audience, you cannot tweak your design or customise your site. You cannot have your own domain. Rather, you are simply putting a blog entry into Medium. Still, the reach is magnificent, so you can utilise Medium to embed your content from your other social media accounts or promote your website through this platform.   

Tumblr

Another free-blogging site where you can easily publish content is Tumblr. Again, features are limited in this platform and you cannot have your own domain name. It is more of a social media community where you can share your multimedia content. If you are concerned about reach, Tumblr posts can be reblogged or reposted within this platform. However, if branding and content ownership is your priority, then Tumblr may not be the best option for your business.

There are other free blogging platforms that are on the rise. However, you have to take into consideration your priorities and purpose for creating a blog. If it is to build a website, then go for the platforms where you can have more control over your content and design, including the domain name. On the other hand, if your intention is to bring your brand to a wider audience, you can choose a platform with available online community and SEO capabilities, and then embed your website and other social media content in it. Some of the platforms above offer both, but you have to learn to navigate around their site a bit to be able to do this.

Designing an effective packaging material

A good product should go hand-in-hand with effective packaging. It’s such a waste if you have poured so much effort to come up with high-quality items only to fail just because the packaging has not been well-thought-of or the design is not properly executed.

When supermarket or store shelves are filled with different brands, the most efficient packaging is the one that will attract consumers the most. The sad reality is that people will only judge your product once they have unboxed or tried it. If you have a new product or one that they have not yet used before, they can only rely on your wrapping or container to make their purchasing decision.

If you are in the stage of conceptualizing your product’s package, these are a few things you have to consider for an effective design.

Catches the eye of the buyer

The appearance of your box or packet can be appealing without having to be too loud. It can be simple, yet attractive; colourful, yet do not have too many elements. If it’s also iconic, consumers may be drawn to it. Make your design different from the rest. Don’t be afraid to break conventions and dare to go against the norm. It may be a huge risk. Nonetheless, it is a risk worth taking if your disruption is the key to introduce a breakthrough and encourage buyers to pick your product.

Conveys clear messaging

Be direct and straightforward in your messaging, whether it’s your design elements or copy. It must not confuse your consumers and must portray what is close to reality. Be honest in your overall design because whatever you claim on your package can be verified by customers when they purchase your item. Any exaggeration or false claims can backfire on your brand. Don’t forget to include clear instructions and other necessary information on your product cover.

Embodies your brand

When you are at the drawing board creating your design, you don’t have to look further as to where to get your inspiration. Simply look at your brand elements and translate them to your packaging. They include your logo, font, colour and other features of your company or product. Moreover, whatever you put on your wrapping must embody the image of your brand.

Resonates to your audience

How you design your product’s container or packet must also connect to your audience. It has to be practical and useful to them, apart from being attractive and appealing. Functionality is an important factor in the decision-making process of buyers. If it’s environment-friendly or if it helps the community, it’s definitely a plus point. Thus, it is helpful to test your packaging and do constant research to make it resonate to your audience.

Discuss with your team your packaging design and see how effective it will be to capture and retain your clientele’s attention. You can also test your design vis-à-vis your competitors. Also, look into your income and profit to see how your sales are doing and how your package contributes to the bottom line. Take into consideration the cost of your containers or packet that it will not cause a dent on your pricing.

Business insights from slogans and taglines

Catchy phrases for slogans and taglines help us remember more about a brand or a business. While a tagline refers to the entire company, a slogan is usually used for advertising purposes to promote a product or brand. Nevertheless, marketers have tapped on the power of words to make their brands become top-of-mind in their industries.

Throughout the years, there have been effective ad campaigns that bolstered slogans and taglines to be stamped on people’s consciousness for many years. They are so successful that many will instantly correlate such a phrase to a brand’s name even without a logo or design. Although these phrases imply the company’s promise to its customers, they can also be taken as nuggets of wisdom for entrepreneurs on how to run their business. Read through these 10 popular phrases and how you can apply them to your journey.

Let’s make things better

An electronics company launched this campaign in 1995 to refer to its commitment to innovation. Similarly, every business must be able to provide solutions to specific problems in society. As these problems evolve, companies also see a bigger playing field to improve the lives of people. If you look at your business, how do your products and services make things easier for others?

Impossible is nothing

This line may have made headlines for an active lifestyle apparel line when it launched this campaign alongside known global athletes. “Impossible is nothing” connotes that running after your dreams may be plausible, something that can be a mantra of every business owner. The entrepreneurial journey starts with a vision that may seem unattainable. But with determination, what others may deem as impossible is nothing compared to the passion, hard work and commitment of every entrepreneur to achieve their goals.

Just do it

Another active lifestyle apparel has been using this line for decades. Like its logo, the tagline has become embedded in the market’s mindset. The beauty of this phrase, which has stood the test of time, is because of its call to action. It’s simple. There’s no motherhood statement attached to it. Some entrepreneurs may be caught off-guard by grand ideas and halted by the fear of the unknown. In business, everything is a risk. However, those who prosper are those who are brave enough to take the leap and follow their dreams. As this brand reiterates, “Just do it.”

Think different

The tech company behind this slogan embodied these words and took their products and services to a different level. Entrepreneurs can learn from this company and from the words “Think different” because many businesses fall to the trap of bandwagon and following after trends. These words encourage entrepreneurs to think outside the box, to create disruptions from the norm, to revolutionise industries, and to be trailblazers themselves. Sometimes, what catches the eyes of customers is the very thing that sets you apart from the rest.

We try harder 

A car rental company that has been trailing behind the no. 1 in the industry used the tagline “We try harder” to turn things to their favour. Any business, regardless of position in the market, must always strive harder than others to bring the very best for their clientele. No one should settle for anything less than what consumers deserve to have.

When you care enough to send the very best

It may be an advertising slogan in the 1940s by a card and gift company, yet it sums up what every business should stand for. The best way to get to the hearts of people is to show to them that you care for their needs by providing premium quality offerings, whether through your products or services. It may also apply to your people as well, especially your frontliners, training and equipping them with skills needed to assist your clients.

Quality never goes out of style

When you are a clothing brand that produces quality products, what better way to flaunt it than to make it your ad slogan? But the words “quality” and “style” are not solely confined within the field of fashion. It’s true that businesses have to keep up with the current trends, but what’s more important is to deliver superior and excellent goods and services to stay in the industry for a longer time.

Have it Your Way

Many business owners take the entrepreneurial journey because they want the freedom to create and chart their path that the experience offers. For those at the crossroads of their career or journey, you can take a piece of advice from a burger company’s slogan, “Have it your way.” You set your direction and pace, and you alone can be responsible for it. As an entrepreneur, your business reflects your ideals, values and visions. Where you bring it and how you get to your destination speak volumes of who you are as a business owner.

Save money, live better

A retail store company had this as a slogan. But to “Save money, live better” is a phrase that can be directed not only to consumers but also to entrepreneurs. Running a business also entails keeping tabs of expenses and monitoring the cash flow. A wise business owner can manage the finances well, including saving money to provide better lives to its employees and stakeholders.

Challenge Everything

A video game publishing company adopted the slogan “Challenge everything”, which also applies in the business space. Entrepreneurs should not be afraid to challenge everything in the journey – their competitors, the industry, the norm as well as themselves. It makes entrepreneurs to constantly seek improvement and continuous learning.

Next time you spot a slogan or tagline, think what business insight it can give to you. Those words may bring you gems of ideas and wisdom that can guide you along your journey.

The impact of user reviews on businesses

Consumers nowadays have the power to sway market opinion. Through review sites and social media networks, customers can make public their experiences with businesses they utilised. User reviews influence buying decisions because the market now looks into the assessment of those who have already availed of particular products or services before committing to a transaction. Thus, client ratings and testimonials provide customers with both a resource and a voice that can affect one’s company or brand.

The rise of online shopping and e-commerce sites, social media pages, rating forums, booking sites and blogs have allowed patrons to consolidate their opinions and evaluation of a service or product in platforms that can be viewed by the public. With more and more sectors bringing their businesses in the cyberspace, customer reviews are no longer confined in the food and hospitality industry. It also extends in fashion and beauty, internet, retail and other service providers. Popular online personalities exude certain authority when it comes to setting trends and directing the flow of public opinion.

Given the shift in the mindset of buyers, how can user reviews impact your business and how can you use it to your advantage? Rankings and recommendations can become a marketing tool to promote your venture and, at the same time, strengthen the customer service and client relations aspect of your business.

The effects of customer reviews on a brand

It can boost or lower sales. One apparent and immediate effect of customer reviews is reflected in the sales performance of the product or service in question. Several negative comments may lower the sales of your business while, on the other hand, good reviews can boost profits as they drive more sales. When users are contented with the service, there’s a tendency for them to buy more or avail of additional services. The trend may vary from day to day, so make sure that you consistently have positive feedback from your customers.

It can build or damage your brand image. For a company, big or small, image is everything. If bad reviews keep pouring in, people will believe that you offer poor products of services, which may be difficult to reverse. It can cause a huge dent on your image because your existing and prospective clients may lose their trust in you. However, if you get good ratings steadily, the general public will regard you as a dependable company. It will build your stature in the industry that even a single minor unfavourable remark may not cause too much ruckus to your enterprise.

It can attract or drive out customers. Another impact of customer reviews is that they can either draw new customers to you or deter them from patronising you, let alone consider you as among their choices. Existing clients that are satisfied can become your regulars and brand ambassadors. They become your mouthpiece to others, so an endorsement or criticism can create a ripple effect on your future clientele.

The things you should do to bring it to your advantage

Knowing that customer reviews may have a lasting consequence in your business, here are some of the various actions you can take to make sure you turn every review to your advantage.

Always improve your product or services. Consider every feedback as a way to develop your products and services and enhance your business. If you always aim at providing the best quality and highest standards you will have satisfied customers. A user review can only become compelling if it rings true. Treat each customer like a VIP, making sure you provide them with good value for their money and that you attend to their needs.

Monitor online to gather feedback and reviews. Constantly check your corporate website, social media accounts, blogs and booking or e-commerce sites where you have signed up, blogs. Set alerts in your search engines to notify you when there is a new post or article about your business. It helps when you pay attention to comments and let your customers know that you heard them.

Respond to negative feedback right away. Don’t be afraid of receiving a negative review. Some fear it so much that they delete it from their sites. But the public will know and it will only cause more irritation from complainants. Avoid being defensive in your answers. It’s even worse if you go on the offensive. The best approach is to respond to the adverse feedback right away. Clear any misunderstanding if there is one. An apology may often be needed. It is also a way for you to show others that you are doing something to address the concern and that you are continually improving your products or services. When the public sees that you care for each client, they are more likely to trust you rather than just putting out only the positive marks you got. 

Encourage satisfied customers to leave feedback. Irate customers are more likely to leave a review than those who do not have complaints because the former is charged with so much energy driven by anger that they will go out of their way to share their experience. Make sure you encourage satisfied clients to write their positive reviews. Some review sites may dissuade businesses to provide an incentive for favourable comments, so the best you can do is to remind them to write about their fulfilling experience for the benefit of other customers.

In the end, it all boils down to having good relations. It encompasses relationships with your staff, your sales team frontliners, suppliers, and clientele. Establish and maintain open communications with them and build on that. If you have enough resources available, be sure to have a dedicated person or department that will take care of customer relations. It pays when you tune your ears close to what your consumers have to say. In the end, it is up to you to take action or not. However, customer reviews can also aid you in coming up with informed decisions based on what is best for your company and the customers.

Tips on identifying your market segment

Your product or service is not for everyone. It is not something that can cater to people across all ages, income levels, sectors or geographic areas. Even if you are producing a variety of items that can fill up a department store, it doesn’t mean you can sell to anyone. Trying to do so can result in wasting your time, effort and resources, which is not a strategic way to do business.

Certain ventures operate B2B (business-to-business) while others are B2C (business-to-consumer). Nevertheless, it is still necessary to profile the type of clients that are being targeted so that messages, activities and tactics are geared towards them. In a roomful of people, can you determine which ones will be attracted to your brand and will say yes to your offer?

People nowadays are getting more diverse as new interests, priorities and needs prop up as time goes by. It’s not enough to say that you are aiming for mothers. There are first-time moms, single moms, young mothers, moms with teenage kids, working moms, stay-at-home moms, aging moms, and many more. Go specific on the segments you are targeting, especially those that will give you the most ROI to your business.

Segmenting your target market will help you focus your marketing initiatives. While you welcome anyone who will avail of your product or service, your budget and endeavours can be poured towards groups that will likely patronise your brand. They are the segment that looks at your merchandise or offering as a solution to their problems and needs. But, who are they? How do you define the market segments to target? Here are a few tips.

Observe your current customers

Have a careful look at the kind of people that enter your store or office. Observe their buying habits, characteristics and behaviours. What are the commonalities among these individuals? Is there something similar that they share?

Gather data on their demographics and psychographics

Some companies give out feedback forms or conduct surveys. These are ways of getting data from your current and prospective clientele. Know their gender, age, location, income levels, occupation, marital status and other information. Learn about their hobbies, interests, lifestyle, preferences, values and beliefs. These details will help you understand better the segments that will likely patronise your brand.

Profile your customers or clients

Once you have all these observations and information with you, group them and profile them. Analyse the profile of the majority in your market segments. Your primary target may be middle-age working moms who love to take charge of things at work and at home. The secondary market may be young ambitious males who want to lead an independent life.

Engage and interact with them

Gathering information and profiling your market is not enough. You have to communicate and interact with them. Get into their psyche. What do they find most satisfying about your product or service? What makes them connect to your brand? Understand their needs and wants and how your business plays a part in helping them satisfy those necessities and desires.

Constantly update your database

There’s a saying that the only constant in this world is change. Your business may evolve over time. Your target market will get older or experience things in life that will alter their perspective, preferences or priorities. Update your database every now and then and review your market segment every time you gather at the drawing board to plot your marketing strategies.

Check your competition and industry

Also, take time to see the customer base of your direct competitors. Look at the entire industry and the market that they serve. How do you differ from one another? What makes your target market segments drawn to your competitors? What is your positioning in the industry compared to other players in the field?

Segmenting your target market groups also helps you refine your brand and imaging. It is also a major factor to consider as you grow your venture. More importantly, knowing more about them establishes rapport and strengthens the relationship with your clients and customers, something that is at the core of every business.

Media Relations 101 for Your Business

Building your brand and establishing a positive image to your target audience takes time, resources and effort. One strategy is to engage with the press to help you get your message across and develop your reputation to the public. A feature about you or your business on broadcast or print media has a different effect compared to an advertisement that is usually for self-promotion. Having a reputable journalist talk or write about you positively cultivates trust among your prospects and customers.

The best approach to get the media to your good side is to hire a PR firm or publicist, which may require some budget. But if you are a startup with limited resources, you may do your media relations on your own.  Familiarise yourself first with a few terms to understand how media relations work.

Media list

Put together the media contacts that you believe can help bridge you to your target audience. Every news outlet has different shows or sections that can accommodate your story. Watch TV, listen to the radio, and read newspapers, magazines and online news portals. Get to know editors, station managers, reporters, columnists and people who work in the media. Research is vital in connecting with the media. Each company or person has a different style, preference or quirk when it comes to their work. Learn how to approach media people and know what clicks and ticks for them.

Media engagement

E-mailing your pitch or story idea may work for some but not for others. There are those that you have to meet in person so you can explain your proposal face to face. Constantly giving a pitch every time you contact the press may lead to media fatigue. At times, you can ask how you can be of help to them. A symbiotic relationship with the media is what you should try to achieve. Engage them on a professional and personal level with sincerity and within the bounds of integrity and respect.

Media kit

Prepare your materials and put them together in a media kit. It includes your business profile, brochures, a press release of your event or background of your campaign, and some photos. It is better to put your media kit in digital format as well so that it will be easy for the press to download and edit it for their use.

Messaging

While you want to share as many information as possible, focus on key messages in every story or press release that you want to share with the media. Identify at most three important messages that you want them to put out to the public. If it’s about a new product or service, allow your story to revolve around it. Get the facts straight and understand every angle of your story idea before you approach the media.

Pitch

Whether you’re doing it through e-mail, phone or face-to-face meeting, be cordial and straightforward when you make your pitch. It’s like selling the story to the media. Let them see the value of your idea to their audience to make them utilise it in their section or show.

Exclusives

You can work with a particular journalist for an in-depth exclusive interview. Explore possible collaboration with radio and TV shows as well. For example, you can give them a tour of your facilities or a demonstration of how to create or use your product. While you may grant several interviews to various media outlets, you can always pitch a different story angle, depending on their focus and preference.

Press release

A press release is an article that you write, which appears as a news item written by a third party, containing vital information about what you want to announce to the public through media distribution. These are given to press outlets to place in their publication. For broadcast media, video or audio releases may be provided. The releases should be well-written, produced and edited so that they are ready to use by the press.

Press conference

If you want to announce something in person to various media outlets at the same time, you can organise a press conference. It also allows the press to ask you questions. To maintain control of the discussion, stick to your messaging and focus on the topic that you are announcing.

Doing media relations on your own takes a lot of time and effort. However, if you do it right, the rewards can be immense and long-lasting. View the media as your partner and ally in bringing important news that can change lives.

Different kinds of advertising media for your business

At any point in your business, you will need to turn to advertisements to build and strengthen your brand, boost your sales, and reach out to your customers and prospects. You need to employ them to get your message across a broader audience, especially those that are far and beyond your circle of friends and network.

But when one talks about advertising, it connotes paid space or air time. A business that wants to advertise has to set aside a budget for it. For this reason, you have to be strategic in the placement of your ads, the kind of medium to use, the location and the timing, if you want to get the best results out of your money’s worth.

There is a great benefit if you understand and study your target market well to know where they spend their time and resources the most. Remember, however, that there are millions of brands out there that are also competing for the same audience. Thus, your content and presentation must appeal to them and contain a huge value to sustain their interest and lead them to take action.

For small businesses, you may have limited resources to do advertising, which is why you have to carefully study the different media and see which ones can work for your brand.

• Websites – Widgets, web banners and pop-ups are a few examples of internet advertising. You can find this on websites or search engines, wherein it utilises search engine marketing, generating ads based on the visits and searches of users.

• Social media – Almost everyone is on social media. You’ll find creative ways of advertising in various platforms through sponsored posts, which appear as regular content. Facebook, YouTube, LinkedIn, Twitter, Instagram and other social networks allow brands to advertise on their platforms. The good thing about this is that it can go viral and can be shared or targeted.

• E-mail – Opt-in e-mail advertising is a way of sending promotions and new product announcements to a list of subscribers. Getting the permission of the recipients is important so that they will welcome any communication from you. The target recipient signs up a subscription form through a website, social network or face-to-face encounter.

• Text message – Through Short Message Service or SMS, you can send short promotional text messages to subscribers who sign up for such service. The length of the text is limited. The good thing is that there is a high probability that recipients will open and read your message.

• Mobile apps – The advent of mobile applications, many of them are available for free, also gave way to a new era in advertising. Game apps utilise ads to allow players to get to the next level or continue with the game without cost.

• Podcasts – Podcasts capture an audience that are busy individuals who thirst for learning. It incorporates web-based ads and audio ads.

• Billboards – Whether traditional or digital billboards, they have become a popular mode of advertising, especially in densely populated areas. While it can attract attention, especially during heavy traffic and rush hours, a moving audience may sometimes miss it. The challenge is to put interesting content that can be captured in a split second and pique the interest of motorists and passersby.

• Posters – The advantage of posters as an advertising tool is that you can put as much information as you can, such as mechanics for a promo or contest or instructions for an event or campaign. They can be placed in strategic areas and distributed to a wide range of establishments and locations.

• Banners – You can spot them at street posts along the sidewalks or inside buildings or malls. Banners are used to lure prospects to a store or call a hotline or contact number.

• Wraps and Automobiles – Buildings, posts and vehicles are utilised to carry brands through wraps and truck advertising. Wraps and mobile ads are huge enough to capture the attention of people in heavy traffic areas.

• Guerilla advertising – Street marketing, unconventional strategies and application of creative ways are among the types of guerrilla advertising to attract the interest of the public. It can often be interactive that allows the target audience to experience the ad. Some of these ads are those seen on benches and other items like grocery carts, mall floors, elevators and escalators.

• Blimps, giant balloons and skywriting – They utilise aerial space to get the attention of people. The downside is that they can only accommodate short messages and last for a brief period.

• Fliers – If you want to put a lot of information in an ad, a good way to do it is by giving out fliers. However, some recipients may not be interested in the content, and the fliers end up in garbage cans.

• Brochures – A brochure can have all the details about your business, product or services. You can even add a reply form that target customers can return. You can place your brochures in your place of work, bazaars or carry them with you.

• Magazine – Because there are different kinds of magazines catering to various interests, you can select the kind of publication where you can place your ad.  Such ads are usually very colourful and visually appealing.

• Newspaper – There are varied kinds of ads in newspapers. You can place your ad within the section that corresponds closely to your message or brand.

• Film – The good thing about film advertising is that you have a captured audience. You can either show a video before the movie or have your brand or product integrated within the script or scene.

• Television – Television is still a popular medium for advertising because it can reach many households. But with the emergence of digital ads, TV networks come up with more creative means to present their advertisers’ messages, such as embedding the ads within their programs.

• Radio – Radio ads have been in existence for many years. But with the challenges that modern technology poses to radio stations, they have to find other ways to widen their reach, such as airing their radio programs via the internet.

• Events – Audience can be very targeted for events. It provides an experience to its target market. Events give high talk-value as they can utilise social media or become a news content in TV, magazines, newspapers, blogs and vlogs.

To ensure that you choose the right vehicle for your brand and message, you may consult media planners that have carefully studied the effects and target audience of each medium. If budget is a constraint, you can conduct an informal survey among your clients and prospects which media appeal to them the most.

Creating a winning presentation tool

Do you need to entice an investor, attract a client, talk in a seminar or persuade a partner to move forward with your business? In occasions like these, you might need to come up with a powerful presentation to drive your point and close a transaction fast and effectively.

While facing your audience is the most crucial part of the presentation, it all begins when you prepare your materials. Several tools are available to aid you in conveying your message, but the easiest and most common one is creating PowerPoint slides. Some people may not focus much on this, but it can make or break the business deal. Your presentation materials can capture the attention of your audience, allow you to deliver the points you want to put across and convince them to agree towards achieving your objectives.

How do you do that? A few pointers can help you put together a powerful presentation tool that can lead you to a resounding success.

Focus on your message

The meat of your presentation is your content. Work first on the copy and the message you want to impart before you think of the aesthetics. When you have perfected this part, everything will come into play. Don’t make your messages too wordy. Emphasise on the main ideas so that your audience won’t have information overload and get lost in the myriad of concepts and data.

Organise the flow

Even if you have great ideas and important facts to share, but if you do not arrange them in a cohesive flow, you will still lose your audience along the way. Know how to transition from one thought to another and learn how to build up your drift to the climax of your presentation. It’s like storytelling, where you have an impactful introduction, a substantial midpoint, a stimulating highlight, and a convincing ending.

Make it visually appealing

Once you have nailed your content and organisation of ideas, it’s time to turn into the visuals and how to make them appealing enough to attract and maintain the interest of your listeners. Remember that your design represents your brand, so you have to include the qualities of your company and reflect that to your presentation tool.

Use powerful images

Photos and images are more powerful than words. Those who are on the receiving end of your message can visualise your ideas better if you have pictures that can represent them. Be sure to use photographs that are of high quality and easy to understand. They have to be interesting enough so as not to bore your audience.

Less clutter, more impact

Don’t put too many visuals in one slide. The simpler, the better. Keep away from too much animation that can distract your viewers. If you put several graphics in one slide, the tendency is that your audience will lose focus on the main thought.

Cut down on words

Too many words can be a strain to the eyes. Your copy should not be heavy. Instead, include only key phrases that participants need to remember. Use bullet points to break down ideas.

Use the right colours and font

Avoid neon colours in your presentation tools. A dark background is good when you are using a projector. Contrast the shade of your text to your background so that they are readable. Make the fonts big enough for them to be readable to people at the back.

Be consistent with your format

Moreover, consistency is key. Your format and layout have to be coherent to make it more memorable. Changing from one design and arrangement to another can confuse your receiver. A consistent format can also strengthen the image of your brand.

With your tools at hand, practise your presentation so that you become more compelling in your delivery. Remember that your PowerPoint slides, videos or materials are only your aides in expressing your thoughts. In the end, how you articulate your ideas will enable you to achieve the objectives of your presentation.

Tips on creating a successful event for marketing

Most brands and companies organise events to nowadays promote their products and services to their target audience. While it takes a lot of resources and effort to stage an event, organisations still consider it as an important tool in marketing because it provides an opportunity for the brand to have a face-to-face interaction with their market, giving them an experiential taste of their offerings. It can also result in instant sales and feedback if utilised wisely.

Examples of events that can boost your sales and marketing are product launches, press conferences, trade fairs, seminars, exhibits, mall tour, and the like. You can be as creative as you can and make it either intimate or huge.

Organising an event, big or small, is a tedious process. You may need to hire the services of experts to mount a successful one. However, with limited resources, you may opt to do things by yourself. If you are in such a situation, you can consider these tips that may help you or your event organiser come up with a memorable event.

Plan carefully

Meticulous planning is the foundation of a successful event. First set your objectives and targets, then you can draw everything else from that. Base your strategies, publicity and promotional tactics, timeline and budget from your goals and resources available. Always review your plan and go back to it to adjust some details, if necessary.

Form a team

One person alone cannot stage an event. You need a team to oversee various aspects of the project. Open communication and harmony with your teammates will help you achieve the objectives you set for your event. A project leader is crucial to consolidate everything and supervise things so that each team member is not left behind.

Set the theme

An event is a vehicle to send your message across your audience. Having a theme is like tying everything in an integral axis. It’s easier for participants to remember your event and the purpose of the activity when you have a central idea that can bring each part of the event together.

Choose good suppliers

Some of the blockage in carrying out a good plan is a problematic supplier. It can be a thorn on the side if they are not able to produce the much-needed result. When you choose a third party partner, do not only consider their cost but also their success rate. Gather three to four possible suppliers, evaluate them carefully, do a background check and select the best supplier that is value for your money and have great working relations with you.

Create a checklist and monitor well

Proper coordination is key to a successful event. They say that the devil is in the details. Have a checklist of everything you need to do and have for every activity of the project. Monitor your checklist regularly so that you don’t miss out on important things. A team meeting will help you see gaps which you haven’t noticed before.

Come up with back-up plans

There may be unforeseen circumstances and factors that may hamper in the process of organising an event. Weather, costs, and other internal and external conditions can affect the preparation. Make back-up plans that you can do on varied cases.

Select the right people to invite

The guest list is important in attaining your objectives. It’s not enough that you gather warm bodies to fill in your venue. You have to bring in people who can help you with your brand. They can be your clients, industry partners, media people, social media influencers and target customers.

Have run-throughs

When everything is ready and in place, do some run-throughs to make sure that everything works out fine. You can polish certain things, such as seating arrangement, lighting, sounds, timing and food serving. Aim for perfection and bring the best experience to your participants and guests.

Evaluate and do a report

Like in any other experience, it is good to learn from an event, both the mistakes and the milestones. Evaluating the entire process and coming up with a report is a method that can help you improve on your event organising skills. It will also serve as a guide to your team for your succeeding campaigns.

On top of these tips, another way to learn about mounting a successful event is to attend as many events as you can and observe attentively. See how they execute events and note the areas that you can improve if you will have to do it yourself. More importantly, enjoy the experience and take this opportunity to interact with the guests.

The makings of a powerful logo

A logo is a visual mark that can make your brand stand out. A powerful logo, whether that of your company or product, can become top of mind among your target public. It represents the essence of your business because it is the initial thing that can capture the interest of your clientele.

There are millions of logos worldwide, each seeking the attention of consumers. To avoid getting drowned by the many brands and marketing campaigns and paraphernalia, you must ensure that your logo relates with your target market and, at the same time, your company maintains its integrity and high-quality offerings. 

Come up with a good logo for your enterprise or product with a design that can deliver the following things.

Convey your brand’s message

The primary thing in creating a logo is the clarity of its illustration. It should not confuse your audience. You have to put a lot of thought on the symbols, font and colour that you will use in your logo. They must all come together to convey the personality and meaning of your brand. Endeavour to reflect your corporate value and characteristics on the design. Remember that simplicity is often the best way forward.

Attract your target customers

A powerful logo can stand out in a sea of signs and marketing visuals. Colour and font are significant in attracting the eyes and etching the image in people’s minds. Test your design and see how they can capture the interest of your target audience. A catchy and witty one can strike conversation pieces and spark interest to the public.

Elevate your image

Since your logo is your form of identification, it should be unique, classy and recognisable, wherein it elevates the image of your brand, product or business. Placement and proper usage of your logo have to be carefully filtered as it will also create an impression on your company’s appearance. Your team members, partners and target market must be happy to wear your logo as a badge and be associated with your brand.

Connect with your customers

Although a logo speaks volume of who you are as a business, also include your consumers in the thought process of designing and creating your logo. You can put science and art in designing it, but don’t forget to make it meaningful enough where it can evoke the right kind of ideas and emotions on your clients.

Stand the test of time

Think big and long-term when you conceptualise the logo of your business or product. While creating a trendy one may be good for now, it may no longer be interesting many years down the road. Imagine it on buildings and big venues. It can become known worldwide. Design a logo that can weather time and boundaries.

More importantly, it is best to consult an expert when you are making a logo. Work with a design team that can come up with the best representation of your brand. Don’t rush things because your logo becomes your mark. Conduct market research and test your logo before you even launch it to the public. However, your brand goes beyond your logo. How you conduct business and come up with quality products and services will give you the results that you want when it comes to your brand image and individuality.

The value of a rewards program

Rewards programs are now common as more and more businesses in various industries get into this method. From the travel industry to hospitality, dining, finance and retail, many companies offer special privileges to their clientele through a rewards program.

A rewards program is also sometimes referred to as a loyalty program. As the name implies, it acknowledges valued clients and provides benefits to those who avail of the program, may it be through gifts or discounts after accumulating certain points or fulfilling particular requirements. For EO Melbourne, for example, a Rewards Program is in place for members who stay in the organisation longer.

While there may be some cost and effort involved to make this program work, there is immense benefit and advantages it can bring to the brand if done properly. Firstly, there must be a person dedicated to looking after the program to make sure it works. Another thing is to keep your promises and deliver the rewards at a timely and efficient manner. The returns, however, are good.

Customer retention

The most obvious advantage of having a rewards program is customer retention. Some studies have indicated that it costs more to acquire new clients than to maintain existing ones. With a rewards program, you attract repeat customers and build loyalty with them. Having a card that consumers carry around will help remind them of your brand.

Data gathering and market research

Since customers have to sign up to join the program, you instantly get their information and file them in a database, which you can later use for market research. Through their details, you can do some profiling on their demographics and create constant communication with them. You can run surveys, send out newsletters, or announce special events to them.

Building relations

When you communicate regularly with your loyal customers, you strengthen your relationship with them. As you take care of them through this program and offer remarkable benefits to them, they will feel valued by your company.

Drive sales

Having a rewards program may not be a guarantee of increased sales, but it will be a factor in helping bring in sales directly or indirectly. You can come up with special sales events or exclusive promos to rewards members and encourage them to patronise your products or services.

Generate referrals

If rewards members are satisfied with the program, they will even end up as our brand ambassadors as they share their positive experiences with their families and friends. It can generate referrals and bring in new customers to your business.

However, remember that several other companies are also offering rewards programs. Your direct competitors may even be doing the same thing. Make sure that your program stands out and provides better and enticing prizes and benefits to your loyal customers.