Question

Topic: Strategy

Best Practices Marketing A Brand

Posted by Anonymous on 11/1/2004 at 6:31 AM ET 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.
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RESPONSES

  • Posted on 11/11/2004 at 4:10 PM Accepted
    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!)
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