Seeking to boost U.S. shredder sales, particularly through the Office channel, Krug & Priester turned to the branding experts at Highlands.
Re-imagining The Way You Present Your Products
B2B distribution channels are merging – we like to call it ‘channel blurring’. Wholesalers, distributors and resellers are all looking for ways to grow, so they seek new product categories, new services and new channels. Some examples: Staples is the second largest Jan-San distributor in the USA, Grainger sells business machines, HD Supply offers stationery products (through strategic alliances), and Amazon Business has a stated intention of tackling industrial and healthcare markets.”
Are you struggling with getting on the social media train in 2018? Did you know there were 3.03 billion ACTIVE social media users as of November 2017? If you aren’t currently utilizing social media, or are doing so with very minimal efforts, you might be breaking a sweat as you continue to read this.
With the ever-increasing use of falsified beauty, such as: false eyelashes, Spanx (to keep it all together), and Botox, – particularly in television and entertainment – it’s less and less likely that the average woman feels beautiful on a daily basis. ‘Dove’ introduced a new outlook on ‘beauty’ when they introduced the ‘You’re more beautiful than you think’ video. This was a statement about what the Dove brand stood for: You don’t need to be a super-model to be beautiful with Dove.
Are you experiencing flat or decreased sales, even with the implementation of what seems a great marketing strategy? Maybe you’re misusing your marketing budget, or it needs a few tweaks. As discussed in our previous blog, there are different types of content that have different business applications, and as a business owner, you must be sure you’re not wasting dollars for your brand.
As the name suggests, content marketing is about creating content around a product and attracting customers with it. It’s not direct marketing, as we don’t sell anything directly, rather we provide information about products and services. Customers that are engaged in this type of content will, typically, feel good. This is because the content is coming from a brand which makes the customer feel involved in the experience.
You’re browsing the internet or checking your emails and end up reading something interesting. Perhaps interesting enough to find out more. You click the link, watch a video or read a blog and perhaps even research it some more. Attracting strangers to your brand through interesting content and making them want your product is called inbound marketing. The best part is these strangers may never have wanted to buy your product but they end up being your loyal customers. They also become part of “word of mouth” marketing, bringing in more sales because they love your product. This type of marketing is usually inexpensive compared to more traditional marketing, or outbound marketing.
“As 2018 approaches, it’s no secret that even your Grandfather knows how to Google search, be it bunco rules or Velcro strapped Reeboks. When it comes to buying a product or service, most of us perform a Google search. Often, I perform a Google search to check product reviews and compare prices between different online selling portals (Amazon, Target, Walmart, etc.).
Consumers may not be familiar with the channel they end up buying the product from, but they know they’re on the hunt for the best product at the most competitive price. With the amount of results a Google search can provide, it’s important that your website appears when a consumer searches for whatever product or service they need.”
Inspired by a fascinating article by Alison Birrane from BBC Worldwide I thought I would share my own OCD about notebooks and the need to write, write and write some more.
Well-articulated messaging is only part of the journey. What we say has to be backed up. A friend called any brand “A promise, delivered”. I really like. As an example, with the Highlands’ brand refresh we stated that our number one determinant in the recruitment and retention of staff would be cultural fit. We have articulated this well into the business, now we have to deliver against that promise.