Question

Topic: Branding

How To Get The Brand Name Out?

Posted by Anonymous on 3/19/2013 at 4:15 AM ET 250 Points
Hi, working as a brand manger for a furniture retail firm which deals with premium furniture brands. Could any one suggests some creative methods by which i can get the name of my brand out to the affluent/HNI probable customers. Designers/Architects are not of any help as we dont satisfy their criteria (completely on their personal requirements- $$ wise).
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  • Posted by Moriarty on 3/19/2013 at 4:31 AM Accepted
    PPC - that is pay per click. Only ordinary search advertising won't work in your case as well because PPC relies on people looking. What happens to PPC when they aren't looking?

    You use the display network. It's a little more complex, and a whole lot more fun. The real bonus is that you can target your potential customers with a degree of accuracy that means your advertising is effective.

    So work out what your customers like doing in their spare time. Their hobbies, likes, dislikes, all that. Because popping that into the display network sets the algorithm to work for you and the online magazines are chosen by the algorithm for you.

    Because they aren't thinking "I want a new armchair". They'll see your advertisement a few times a week and they'll realize that their comfy chair isn't as comfy as the one you're offering.

    What's more you have complete control over the decisions you make. It is way less expensive than irritable designers and the rest. And it's great fun too, once you have the measure of it - and you can target your audience with a degree of accuracy that practically nothing else can.
  • Posted on 3/19/2013 at 5:29 AM Author
    @Moriarty: I am already PPC campaigns on Facebook and Google adwords..Clicks are happening through time.... Would like any other new idea....
  • Posted on 3/19/2013 at 5:31 AM Author
    @Moriarty: I am already running PPC campaigns on Facebook and Google adwords..Clicks are happening through time.... Would like any other new idea....
  • Posted by Moriarty on 3/19/2013 at 7:05 AM Member
    That's exactly my point. PPC - that is to say the search network is all about people who are actually looking for the things you're selling.

    The display network is quite different - and has quite different rules too. It is way more flexible and truthfully, way more fun. If you have PPC experience, making the change won't be that hard just as long as you are aware of the basic differences.

    The other side of the display network is that you'll get information about your clients that you just can't get in any other way. You'll discover magazines that only your best clients like - and just as in PPC, headlines that they like too. That is one example of how to use the display network strategically - as you can then take out an advertisement in the real magazine and KNOW it will have a big impact. Every success you have in the display network is scaleable, somehow.

    That's its beauty, you just don't know where they're going to spring from. Done carefully within two months your advertising campaign will be totally different from what it is today.
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