branding

How to Brand your Small Business with Printed Materials

There’s no doubt about it, online and social media marketing is a trend that is here to stay. Using the online world as a tool for marketing yourself is a great way to promote your business and should be of top priority for any small business owner. With that said, print marketing is not something that should be forgotten about!  Here are just a few of the many reasons that you should not skip adding print marketing to your small business promotion campaign:

1) People who read print are more focused

The online world is a great place to capture the attention of someone, but it’s also a great place to lose it. Online reading comes with a lot of distractions. No matter where you look you will find distractions from online advertisements, pop-ups, messages, notifications, and other sources. As soon as your viewer sees something they are more interested in, you can quickly lose their attention.

In addition, most people who are online are skimming through pages looking for something that captures their attention. With print materials, attention is more focused. If a viewer is looking at your material, it’s probably because they want to know what it says and they are likely to read (instead of skim) the entire thing.

2) Print material lasts

When scrolling online, your advertisement can quickly be seen and just as quickly passed by. Print marketing gives your audience something concrete to hold onto. Let’s use the example of offering a discount or free sample. If you offer this online, your audience can see it and hopefully they will retain it in their minds. But let’s face it, today is a fast paced world and most of us have trouble remembering what we ate for dinner yesterday let alone an offer we found online. Print marketing, on the other hand, gives your audience something physical to keep. They may choose to cut out the offer and put it on their fridge as a reminder. As such, they are much more likely to use it.

3) Not everyone uses the Internet

While 1/3 of the world’s entire population uses social media on a regular basis, that still leaves 2/3 that don’t. In return, if you choose to only market your business online, you are missing out on a large part of the population. This is especially true if you are marketing your business towards older generations that aren’t as computer savvy as younger ones. Print marketing allows you to reach all ages of audience from young to old.

4) Print marketing can often be seen as “more credible”

The online world can be a great way to find businesses and deals, but it can also be a great way to find scams. Many of the online pop-ups that appear are simply overlooked over because they are seen as less credible. In addition, many people are afraid of clicking on pop-up ads for fear of viruses or malware.  Print marketing doesn’t have this problem. People who see print advertisements generally see the business as more trustworthy and reliable.

In conclusion, we cannot downplay the importance of online and social media marketing – it is crucial in building awareness for any small business. With that said, the benefits of print marketing should not be overlooked. Print marketing helps you to target a niche market and can help you reach those who do not use the internet on a regular basis. In addition, once seen by a potential client or customer, print marketing is often deemed as more credible and can produce more sales by avoiding distractions and giving the reader something concrete to hold onto.

Why Profit and Non-Profit Marketing are not so different after-all

If you Google “Profit vs. Non-Profit marketing,” you will probably find many websites claiming that they are two completely different types of campaign. This is simply not the case. While profit and non-profit companies are very different in many ways, their goals when it comes to marketing are very similar.  Let’s take a closer look:

Goal: Making a sale

The main difference between profit and non-profit organizations are their end goals. For-profit organizations are generally looking to make a sale and generate a profit. Non-profits are also interested in generating revenue, but instead of these revenues going to individual people they are used in ways that work towards the benefit of society as a whole. With these differences in mind, both types of organizations still use marketing in the same way - attempting to raise money and generate profits.

Goal: Creating relationships

While profit and non-profit organizations each have different end goals, both types use marketing as a way to gain attention and (hopefully) raise money. The best way to do this is through creating trusting and long lasting relationships. Both types of organization can use similar methods of marketing to do this. Social media marketing, online communities, and in-person demonstrations/talks are all great ways to market your organization and develop more personal relationships with your “customers.” If managed properly and regularly, these personal relationships can lead to long-lasting clients for both profit and non-profit businesses.

Goal: Connecting Emotionally

For any business, the best way to attract a customer is to connect with them on an emotional level. If you can appeal to someone’s emotions, you are much more likely to make a sale. This is called “emotional branding” and is often used by many large and small businesses alike. Both profit and non-profit organizations can benefit from emotional branding, but it is specifically important for non-profit organizations. Most non-profits often raise money through donations, and people don’t tend to give up their money easily. Emotional responses allow us to connect with one another – and if you can connect your “customer” with your purpose, you are much more likely to achieve your end goal of raising a profit for societal benefit. Luckily, this is a much easier task for non-profit organizations than it is for profit organizations because most social causes generate an emotional response on their own. With that said, it is your job as the organizational leader to push that emotional response as far as you can and lead your viewer to make a final commitment.  

Goal: Customer satisfaction

Customer satisfaction is the key to any long-lasting relationship. The way in which profit and non-profit organizations achieve this goal is very different. For-profit organizations may create this relationship through providing a quality product or service. Non-profit organizations can do this by showing donors how their donations are making a difference. In both business types, customer communication is essential. Emails, social media interactions, and regular updates are all essential forms of marketing that can help you to keep your customers interested and involved.

As you can see, strategies for profit and non-profit marketing are really not that different after all. Even though money is being raised for two different purposes, the end goal of both types of organizations is to generate a revenue. Regardless of what type of business you run, the best way to raise funds is by creating lasting relationships, connecting with your audience on an emotional level, and providing your clients with customer satisfaction. If you can do this, than you are on a good path towards successfully marketing your non-profit organization.

Marketing to Today’s Hipsters – Knowing Your Audience

Rule number one in marketing – know your target audience. If you don’t know the characteristics and traits of your target audience inside and out, you can’t develop a campaign that will appeal to their emotional senses. And when trying to market to a hipster audience, nothing becomes more important than targeting their emotional needs and interests. Let’s take a closer look at the characteristics, interests, and values of today’s hipster audience to give you a better idea of how you can target your marketing campaign towards them.

Hipsters don’t follow the conventional rules of society

One of the most important things that a small business owner can know about hipsters is that they don’t follow the traditional rules of society. Mainstream clothes, music, and trends? No way! Hipsters are all about creating their own personal identity and being uniquely their own. As a business owner, if you want to appeal to this need, you need to create a brand and marketing campaign that is also unique. Seek to do something that no other company has done before. And as a general rule of thumb? The more shocking, the better!  

Hipsters are well educated

Despite popular belief that most hipsters are “too cool for school,” most are actually quite the opposite. In today’s society, hipsters tend to be well educated and enjoy expanding their knowledge base regularly. They can often be found in the nearest coffee shop or under the coziest tree reading their newest book or catching up on recent news. In addition, hipsters are usually very creative thinkers. It is not uncommon to see them working in the fields of art, music, or fashion.

Because hipsters are so smart, it’s usually more difficult to market towards them. Typical advertising techniques simply won’t work on this type of audience. Your best bet? Connect with them on a more personal level. Hispters don’t want to feel like consumers, they want to feel like partners. They have the goal to break and set trends, and it is your job as their “partner” to give them the avenue to do so.

Hipsters spend a lot of time on Social Media

While hipsters are unlike mainstream society in many ways, one way in which they follow societal norms is by regularly using social media. They often use social media outlets as a way of showcasing their creativity and uniqueness and displaying it to the world. This makes them an attractive target group for small business owners for two reasons:

1)      They get your brand name out there:

Social media is an extremely helpful way of getting your brand name out there. If you can get people on social media wearing or displaying your brand, you can gain attention from more potential consumers quickly

2)      They are trend setters:

Any type of exposure on social media is good exposure, but when a hipster is exposing your brand, this is even better exposure. Hipsters are often seen as the trend setters of society, so if a hipster likes your product or business, it can quickly catch on in the mainstream. In addition, hipsters tend to attract a lot of followers and, as we all know, the more followers you supporter has, the more attention they will attract.

To hipsters, Cool is Uncool

If something is defined as “cool,” it is uncool to a hipster. They like to wear and use things that are seen as “uncool,” and their goal is to look like they are never trying too hard. The contradiction here, of course, is that hipsters actually put in a great deal of effort into making it look like they aren’t trying at all. And in an even more contradictory turn, by trying to look “uncool,” hipsters actually end up being the coolest of them all.

So here is the job that you face as you create a marketing campaign to hipsters:

·         Appeal to their emotional needs, as well as their likes and dislikes

·         Educate your hipster

·         Make your hipster feel like a partner instead of a consumer

·         Make your campaign shocking and uncool (in an attempt to actually be cool, of course)

·         Try hard, but make it look like you are not trying hard at all!

This is not an easy task, but if you can appeal to today’s coolest, uncool societal group, than promoting to the masses will easily follow.  

The Importance of Emotional Branding in Non-Profit Marketing

Non-profit organizations have a difficult goal – to gain money from donors without giving them anything physical in return. Unlike for-profit organizations who can satisfy their customers by providing them with a quality product or service, non-profit organizations have to find unique ways of satisfying their donors by making them feel proud about the service they are doing for society. As such, one of the best marketing techniques for non-profit organizations to gain and retain donors/volunteers is through emotional branding.

What is emotional branding?

“A diamond is forever” – this is a common slogan that was originally branded by the De Beers Company to sell their jewelry products.  The slogan is simple, easy to remember, and has lasted for years. How has something so simple lasted so long? Because it works! And why does it work? It appeals to the emotions of its audience.  The slogan, “a diamond is forever,” is a suggestion of everlasting love and sentiment – something that every woman desires to achieve.

 

This is a great example of emotional branding – a technique in marketing that refers to building campaigns and brands that appeal to the emotional needs of an audience. You see these types of campaigns everywhere, especially in non-profit marketing. Think of the ads you see on television for homeless children around the world or abused animals in shelters. These ads play to our emotions and are very successful at doing so. These ads typically result in one of two responses: either the viewer changes the channel because the advertisement is too difficult to watch, or the viewer calls and makes a donation. Generally speaking, the more you can appeal to a viewer’s emotional side, the more likely you are to gain their support through donations or volunteer work.

How do you create an emotional campaign?

Luckily for non-profit business owners, most non-profit organizations make it easy to appeal to the emotions of the audience. With that said, it is your job to push the emotions of the audience as far as you can. The more you can impact them, the more likely you are to reach your end goal. Once you have generated your first emotional response, you must demonstrate how your viewer’s contribution will make a difference. Remember, as a non-profit organization you are not providing your donor with a physical product or service, so ensuring that they feel good about their donation is an essential factor that cannot be overlooked.

Maintaining relationships

Once you have attracted a “customer," you want to ensure that they will continue to give to your cause. The only way to do this is to create lasting relationships. Again, generating an emotional response will be essential in maintaining these relationships. You have already told your donor how their contribution will make a difference – now it is time to show them. It is important for non-profit organizations to keep communication with their donors. Send regular updates, photos, or videos demonstrating how their donations are changing the world. Giving your donors that “feel good feeling” will be essential in maintaining an on-going relationship with them.

 

In sum, if someone believes in the goals of your organization, you are likely to gain their support. With that said, it is your goal as a business owner to make them believe in those goals. The best way to do this is through appealing to their emotional senses. People respond more to their emotional responses than they do to the content of an ad, and it is your job to evoke that emotional response.