TOOLS TO CREATING YOUR COMPANY IMAGE

The cohesive package

The goal here is to make sure that your logo, advertising collateral, and selling techniques are harmonized. We are looking for consistency of message and identity - and the "voice" matches the "ears" of our target consumers.

This next section will help spark thought about the tools you are - and are not using. Consider experimenting with a few - breaking away from your old standbys. Not without thought, of course. Use your SMART goal setting process. Sometimes, using a new marketing tools is enough to spark your sales team out of its slump.

A Quick Review of Your Tools

Company Mark - Logo, colors, style
Is it fresh, crisp and clean when used in every circumstance?
Avoid using a poor copy of your logo on documents that are seen by the public.
When using photocopies for general distribution, avoid multiple generation versions.
Do not use the distorted or "stretched" version that is all too common.

Does your mark appeal to your target markets? Is it serious, refined, casual, funny, artistic, or strong? We can't all be lucky enough to have invented and copyrighted the NIKE™ "swoosh" or Coca-Cola™ "wave" - but we can take a step back and see if our primary identity looks like our 10-year old nephew designed it.

ROI ALERT

Remember that our goals for individual actions can vary. However, our primary intent is to generate leads, referrals and sales. While we need solid sales, realize that we are building momentum with our efforts.

A well designed plan will have an improved ROI when compared to generic scattered marketing. A large lead generation program can have less return than a plan that is more finely tuned. When calculating a return on investment, consider a conversion rate evaluation. Less leads, but better conversion of those leads can often result in a better ROI.

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Print Collateral
Do you have customer brochures, product tear sheets, letterhead, and other printed material that the public sees? Make sure your collateral is consistent and fresh. Include your invoices and statements in the mix. Too many companies hand to the public a hodgepodge of literature. You may be subconsciously sending a message that you are disorganized.

If your sales team is responsible for sending literature - have a package sent to you anonymously. What is your first impression? Check spelling, grammar, message content. Is there a call to action?

eMedia
Your web site does not have to "match" your brochures, but there will need to be specific consistencies. The general stuff like logos and contact information will be the same. Review your message for the correct voice and insure it is targeted at your various personas. Map out time tables for updates and seasonal adjustments.

Do you have eNewsletters? Make sure they are purpose driven and have calls to action. Include information and educational topics in heavy doses. Avoid the pitch-only eNewsletter at all cost.

Yes, blogging is also part of the eMedia topic. You should be monitoring your blog, as well as other people's blogs about your company. Dive in and thank them when they recommend or praise your company. Be alert to criticism as well. If the blogger has a grudge, monitor the site for a while and see if someone else steps end to uphold your end. If no one defends your stance, step in and correct the misconception with straightforward commentary - avoiding animosity.

Also be alert to employees that utilize social media and confirm that you have policies in place to keep your message on track.

Traditional Advertising
Review all of your media marketing materials for consistency and trackability. Monitor your response rates and have these metric tools in place before you start a campaign. Again, check voice and persona alignment.

Consider advertising in other locations that fit with your prospect's personas. Church bulletins; Little League flyers; Door hangers; Billboards, etc. Monitor your ROI to avoid wasting resources and always confirm your prospects will view that medium consistently.

Check on your seasonal messaging. Many businesses have "seasons". Review your past successes in peak and "lull" months. Build marketing time tables for strategic planning, implementation and review dates included. While strategizing for your next marketing push, you may also be required to review your previous project's successes, failures, and ROI.

Consider new markets and lateral growth areas. Make sure you have the time and resources to tackle these new frontiers - without diluting present successful efforts. Create realistic expectations, but don't be afraid to test new waters.

Broadcast Media
The line between traditional broadcast media and eMedia has been blurred of late. We believe there is a great and under utilized tool here. Consider V-blogging, viral video and podcasts as cost effective choices. (Caveat: Does it fit your demographic models?). Review your persona reviews and look back at whether your broadcast dollars were effectively speaking to your core audience.

The struggle for advertising dollars has created opportunities for affordable advertising on TV and radio. Ask the sales representative to give you demographic studies about their shows, times and channels available. Is your client an AM or FM station listener?

If your audience is national, there are media buyers that can get you exceptional buys for national exposure. And not only 2AM time slots.

For TV, confirm the quality of production before you sign an agreement. Some local stations are better than others for quality video. If they are poor quality, consider it a good investment to have something made professionally.

Public Relations
We will also need to add PR to our marketing repertoire. It is more than just sending out press releases and hoping mainstream media covers our special events. Today, Public Relations is not passive. PR is about answering questions before they are asked. It is actively educating the demographic target about our company and its expertise.

We will use all manner of media. We will provide white papers about important topics within our industry. We will create podcasts, videos and even news alerts by email to keep our clients and prospects informed about our marketplace. The voice will be that of educator and not salesman.

Educating and other free stuff
Don't overlook giving it away. Many successful companies give away their knowledge. Why? Perceived market expertise. When you act as source, rather than salesman, people will consult with you and share important insights. They let their guard down. But don't abuse the trust and jump in with a self promoting gimmick. Stay honest.

Establish a routine system of providing free downloads, links to important industry advice, white papers (without sales pitches and self promotions) and other resources. Developing trust is hard to earn and almost impossible to buy. But you can get it by giving knowledge away for free.

The Rest
Okay, we've left out a lot of stuff that you can call tools. Don't forget the obvious things. Do make sure your efforts are coordinated and aligned within your marketing plan. Consider:

• Review phone etiquette
• Support and ancillary staff training for selling objectives
• Sales strategies for different personas
• Sales team training and re-education
• Community outreach
• Seminars, lectures and trade shows
• Network and Sales lead exchanges
• Contests, give away's, prizes

Okay, you've heard this stuff before - right? But are you doing it now or in the recent past. Was it well designed, implemented and evaluated afterwords? Did you map its return on investment? If you had a plan and stopped - ask why.

As small business owners we will wear many hats - none more important than salesman. If you are challenged for any reason about creating a well-oiled marketing machine within your company - consider contacting a company to perform this task for you.

If you need help with any portion of your marketing plan, please contact us directly or use our contact form above.