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This question has been closed, and points have been awarded.
Best Practices Marketing A Brand
Posted By: mmisdorp* on 11/1/2004 5:31 AM (CST) 250 Points
I'm a new kid on the block in regard of my brand.

I'm Composite Digital Media, which is a division od AdLINK Internet Media. AdLINK is Europe's leading advertising Network and has just started to roll out their e-mailmarketing strategy.

I'm the one responsible for CDM in the Netherlands and need to come up with a "playfull" and fresh idea to build our brand-awareness.

All the basics are covered [press-releases, roadshows, etc] but I want to give something fresh.

Please lent me your ear and thoughts...; )
Have a nice one.

Cheers,

M.

Posted by: thinkmor Accepted Answer
11/1/2004 7:42 AM (CST)
Hi Mmisdorp

It would help if you can describe your brand, your customers, market and channels.

What are your Core Values - extended ones? How are you positioned within your market?

Do you have specific objectives?

Thanks


Zahid Adil
 
Posted by: mmisdorp* Author Response
11/1/2004 7:51 AM (CST)
Dear Zahid Adil,

Brand: Making e-mailmarketing more transparant for DBO's and Marketers

Customers: [DM-]Marketers and agencies

Channels: We work with targetgroups [if I understand it correctly]

Core Value: Transparancy

Position: New kid on the block, but with a strong backbone in AdLINK

Objective, become top 3 player in market based on brandawareness

M.
 
Posted by: thinkmor Member Response
11/1/2004 8:05 AM (CST)
M

What business problem(s) do you solve for your customers?

Why should customers buy from you?

What differentiates you from competitors?

How are you integrating your marketing mix to access your customer channel preferences?


Zahid Adil
 
Posted by: mmisdorp* Author Response
11/1/2004 8:14 AM (CST)
Z.

1. Making e-mailmarketing transparant by independend, unique DB [DataBase] conversionrates creating addedvalue for the Marketers.

2. Increasing conversion and R.O.I. for future projects

3. White Box solution, making conversionrates transparant for future campaigns.

4. I can use the excisting resources from AdLINK Sales House

Marcel.
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
11/2/2004 2:03 AM (CST)
Since your customers are Marketers and Agencies and you want to make brand awareness to then I suggest you organize a seminar of some sort and call these people to come and join the seminar. The seminar should explain to them how e-mail marketing works, what are the challenges they can and are facing in day to day e-mail marketing what could be the solutions for those problems etc. This will make the marketers come to your Seminar as this helps them increase their knowledge and since you are the one providing knowledge it will impose you brand image on their minds. Make sure you do not hard sell your Brand and/or your solution during the Seminar. Just make it educational otherwise people will stop paying attention. You can use this opportunity to network with them collect their name cards and then be in touch with them. You can ask them to feel free to ask any questions regarding e-mail marketing to you anytime. This will make them come back to you in case of a problem.
Hope that helps
Regards,
Sanjeev
 
Posted by: mgoodman Accepted Answer
11/11/2004 3:10 PM (CST)
I think Sanjeev is on the right track. You understand your business really well, but not everyone does. You probably need to provide enough education about what the category is/does, who should consider using it, when it makes sense and when it doesn't, how you measure effectiveness and efficiency, etc.

Put yourself in the place of one of your customers, and answer the questions they're likely to have. Assume the least informed customer, too, because that will ensure you don't talk over anyone's head.

If you can, it might even be a good idea to interview a potential customer or two (or 3 or 4), just to see what kinds of questions they ask, what they know, what biases they have, etc. Don't try to sell them anything; just listen carefully to what they are saying. Then ask them how they make decisions about stuff like this, and where they learn about new approaches and new suppliers. Let them tell you what you would need to say/do to convince them.

That's the way I'd approach your challenge. (And it's been the basis for a very successful consulting practice!)
 
Posted by: Val (Moderator)* Moderator Response
11/19/2004 12:35 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!
Val (Moderator)
 


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