by admin | Jun 26, 2014 | Brand targeting & positioning
This week’s “Ask the Mompreneur” features an interview with Samantha Kurtzman-Counter, president and co-founder of The Mother Co., which specializes in safety and social skills media for kids. QUESTION: A lot of companies would love to tap into the mom market, but your company really puts “by moms, for moms” at its very core, right down to the name. What advice do you have to folks like myself who are trying to capture the attention of this incredibly important consumer? ANSWER: As a company fully founded, funded and focused on moms, it has been our utmost priority to establish a strong, authentic connection with the mom market. We are The Mother Co., after all. Read more...
by admin | Jun 19, 2014 | Brand targeting & positioning
Your small business doesn’t need to be a world-famous household name in order to have a strong brand. There’s more to your “brand essence” than just your logo and a snappy slogan. Your brand is the entire sum of what you do, what you excel at and the experience your customers have with you. It determines whether customers join your loyalty club and refer you to friends — or don’t bother with you again. In this article, we offer guidelines for building a strong brand that positions your small business clearly and effectively in the marketplace, and helps attract repeat business and referrals. Read more about building your brand through proving & differentiating your small business...
by admin | Jun 13, 2014 | Brand targeting & positioning
Yes, it’s true. The Paula Deen Network is launching in September. The celebrity cook, whose career was nearly burnt, is cooking up something new – and digital. Paula Deen Ventures, a new company formed to cook up a comeback for Deen, announced June 11 the creation of the Paula Deen Network. A paid, subscription-based network that will be accessible to anyone that owns a computer, smartphone or tablet. The network will feature daily programming in an unscripted format with new recipes, cooking demos and other entertainment for foodies. Learn the 3 classic recipes in case your brand gets grilled (such as what happened to Paula Deen)...
by admin | May 20, 2014 | Brand targeting & positioning
Creating an effective content marketing strategy often means carefully cultivating the proper social following. B2B companies, for example, will generally be more successful if they target LinkedIn users instead of Snapchat loyalists. But even within individual networks, different kinds of behavior are going to change the way a brand comes across to its own followers as well as new leads. As Brafton reported, a recent social study found 44 percent of Twitter accounts have never actually tweeted. That isn’t an indication of the platform’s marketing utility – after all, people still manage to send at least half a billion Tweets every day – but it does prove followers aren’t created equal, and it isn’t all about the total number of followers a business has. Instead, it’s about cultivating loyal and sustainable social connections through valuable content and high engagement. Read more about the brands that invest in the right followers by targeting relevant social networks...
by admin | May 20, 2014 | Brand targeting & positioning
In research published by VCCP’s new youth agency Rough Hill, 60% of young people use Cadbury, while 34% follow the brand online. For Amazon, 58% of people use the brand and 33% of them follow it online, and 59% of young people use the Coca-Cola brand regularly, while 31% follow it online. The research, called ‘ASBO Generation (Adept Social Behaviour On and Offline)’ used responses from nearly 4,000 people aged between 16 and 22. It found there are brands that engage with a youth audience in real life. Boots is a popular offline brand, but only a sixth of respondents following the brand through social media. Likewise, Pringles has 40% of the youth market regularly buying the brand, but only one in 12 engages with it online. The research found that the content young people are least likely to engage with is ads, competitions and surveys or polls, whereas the content they find interesting and are keen to interact with comprises images, text or chat, video, music and articles. Read more about these top brands that have effectively targeted the youth market...
by admin | May 19, 2014 | Brand targeting & positioning
When Chevrolet prominently featured gay and lesbian couples in a family-focused commercial titled “The New Us,” marketing experts saw it as a breakthrough. And they think other automakers will come to see it the same way. Justin Bell, CEO of Arc & Arrow Creative Group, an agency focused on connecting brands with the lesbian, gay, bisexual and transgender market, calls the spot for the Traverse crossover, aired during NBC’s Olympics broadcasts, “monumental,” and says it was “no tiny move for Chevrolet” to include three families headed by gay couples among the 12 who were spotlighted. Read more about the effect of the Chevrolet ad breakthrough on LGBT consumers...
