The Art of lead generation through Brochure

Brochures - Brochure  are the marketing tools that everyone has but few really know how to use. There are several different situations in which brochures can be employed, which is why many companies print several different types of brochures. That being said, small businesses on tight budgets can print a single brochure and have it serve all situations. Either way, the investment in brochures often remains wasted because they’re used for little more than information dispersal. But savvy marketers know brochures can be powerful sales tools, especially suited for generating leads. Whether you leave brochures on counter tops, in trade show grab bags, or anywhere else potential customers pick them up without first meeting you, read on to The Art of lead generation through Brochure 

First of all we should focus on one basic thing "How to write brochure"

1 Use the front cover, or front panel, to your advantage by including an eye catching photo or graphic. Too many amateur writers use the front cover to showcase their company’s name or logo. How exciting! Not. Instead of using your logo, use a photo that showcases your best-selling product(s) or people enjoying your products or services. Along with this great photo, be sure to include text that speaks directly to the reader. Ask a question or state a benefit that most people want. In other words, give readers “an offer they can’t refuse.”

Brochure 

2 On the inner panels, use headings to break up long blocks of text. Brochures have limited space and you don’t want to use up all the space with long blocks of text -- that looks intimidating to the reader. Instead of long paragraphs, write short sentences and short paragraphs, and use bullet lists or numbered lists to further separate the text. These elements will also bring the readers’ eyes into the brochure.

3 Stress the benefits of your product(s) instead of just naming the features.Features describe the product or service; benefits describe how the features will help the reader

4 Address the reader as “you” to establish a relationship with the reader.Talking directly to the reader as an intelligent person, meaning not dumbing down words, but also not using industry-only jargon, makes for an easy and enjoyable read.

5 Keep your brochure content focused. If you’re writing a brochure to generate leads, include info that prospects don’t know about your company, like how it started. However, if your brochure is a sales closer, your customers already know your company’s history so don’t bore them with that info. Keep the content relevant to your brochure’s purpose and yet brief enough to not run out of your reader's interest

6 End the brochure with a call to action. Tell the reader what you want her to do: either visit your showroom or call your office. If you don’t tell the reader how to reach you (and don’t forget to include your contact info!), she won’t do anything to reach you.

But all of above - Never loose creativity.

7 p's of Marketing for Service Mix of CCD

                                                     OF Marketing

      We are taking the example of The most Youth loving Brand 'CCD'

Sit down TVC AD of CCD 

1. Product: In case of services, the ‘product’ is intangible, heterogeneous and perishable. Moreover, its

   

   CCD Product 

   production and consumption are inseparable. Hence, there is scope for customizing the offering as per customer requirements and the actual customer encounter therefore assumes particular significance. However, too much customization would compromise the standard delivery of the service and adversely affect its quality. Hence particular care has to be taken in designing the service offering. CCD more focus on Youth liking product and CCD is also known as  'Best Time pass place'                                                                                                                                                                                                                                                                                               
2. Pricing: 
   
   Pricing of services is tougher than pricing of goods. While the latter can be priced easily by taking into account the raw material costs, in case of services attendant costs - such as labor and overhead costs - also need to be factored in. Thus a restaurant not only has to charge for the cost of the food served but also has to calculate a price for the ambiance provided. The final price for the service is then arrived at by including a mark up for an adequate profit margin. CCD also keep in mind About pricing because their target segment is Youth & Students                                                                                                                                                                                                                                                                                                                                         3. Place: Since service delivery is concurrent

   

   CCD Place 

   with its production and cannot be stored or transported, the location of the service product assumes importance. Service providers have to give special thought to where the service would be provided. Thus, a fine dine restaurant is better located in a busy, upscale market as against on the outskirts of a city. Similarly, a holiday resort is better situated in the countryside away from the rush and noise of a city.     CCD  Always focus on near to college and Student hangout place .                                                                                                                                                                                                                                                                                                                                                                                                                                                  4. Promotions  

Promotion 

Since a service offering can be easily replicated promotion becomes crucial in differentiating a service offering in the mind of the consumer. Thus, service providers offering identical services such as airlines or banks and insurance companies invest heavily in advertising their services. This is crucial in attracting customers in a segment where the services providers have nearly identical offerings. CCD came very late in heavy promotion and in TVC ad but Now they are doing in full fledge. They also introduce various combo deals. Sit down Campaign for proving them self as a best hangout place.



     We now look at the 3 new elements of the services marketing mix - people, process and physical evidence - which are unique to the marketing of services.

5. People: 
   
   People are a defining factor in a service delivery process, since a service is inseparable from the person providing it. Thus, a CCD is known as much for its Coffee &  food as for the service provided by its staff. The same is true of banks and department stores. Consequently, customer service training for staff has become a top priority for many organizations today.                                        People are the real assets of any organization, even the good thing about CCD you can sit 2 HR. 3 HR. they will say you for vacant the place.
6. Process:The process of service delivery is crucial since it ensures that the same standard of

   

   Process 

   service is repeatedly delivered to the customers. Therefore, most companies have a service blue print which provides the details of the service delivery process, often going down to even defining the service script and the greeting phrases to be used by the service staff.                               Process is most essential part of Service ind. It start from Greeting to customer and end till customer goes out. Greeting > Place order > Billing > Serve order > till customer goes out        from store                                                                                                                                                                                                                                                                                                                                                                                                                                             7.   Physical Evidence:

Physical evidence

 Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Thus, there are hair salons that have well designed waiting areas often with magazines and plush sofas for patrons to read and relax while they await their turn. Similarly, restaurants invest heavily in their interior design and decorations to offer a tangible and unique experience to their guests. In CCD ambiance you will feel light and cozy and like hangout place . 

Thank you for Reading

Loyalty of Brand

Why Customers Become More Loyal After Flirting With Other Brands

I have used Old Park High Endurance deodorant for more than 7 years now, with only one brief bout of infidelity.

Park Avenue

I can’t remember why, but last summer I decided to branch out and try AXE, Gravity, Nevia  or Dove Men or some other non-Park brand. I applied it to my underarms, per the directions. And I have to say, I haven’t sweated like that since I was given the word “surreptitious” on stage at the 1993 Kane County Spelling Bee.

I quickly returned to Park and don’t intend to stray again. And as it turns out, some researchers  have studied that very effect: How flirting with other brands actually builds loyalty to consumers’ favored products. Behavioral scientist Francesca Gino writes in 

When consumers who are in committed brand relationships flirt with other brands, they become even more attached to their primary brand. They are then willing to spend more money to purchase that brand’s products, and more frequently.

Conventional thinking in marketing is to position your brand’s key differentiators against your competitors, thus attracting people to want to try your brand, like it, and become a raving fan. What that might really be doing is strengthening the attachment fans of your competitors’ products feel.

Gino’s research would suggest that a Pepsi shouldn’t be trying to lure Coke fans away. It should be prodding its own fans drink a Coca-Cola.

So, why is this? Gino explains:

Research on interpersonal relationships reveals that flirting with a person to whom one is uncommitted elicits excitement and other positive feelings, as it is often playful, pleasant, and arousing. In the context of brand relationships, flirting can similarly elicit excitement, as using or admiring a brand other than one’s favorite may be a fresh and arousing experience. This arousal can be transferred to the favored brand, resulting in greater affiliation with the brand and a greater desire to consume it.

HOW TO BUILD BRANDS THROUGH SOCIAL MEDIA .. ??

Social media can help building brands like no other thing. All you need to know is the right approach.

There should be absolutely no doubt in anyone’s mind that social media is one of the most effective marketing tools the marketers are using today. If you are looking for brand building, social media is the answer to all your problems.

Do you have any idea how powerful the social media can prove to be .. ??
50% of the daily INTERNET traffic consists of online social media usage.

I can tell you so many stories about how people used social media to complain about a product or service and received a response or follow up from the company.

BRAND

Here are some mantras which will help you in building a brand through social media .. !!

1. SET YOUR GOALS

Your objectives should be very clear in order to proceed with your brand building. Start up by asking yourself what am I trying to accomplish by the use of social media .. ??
Maybe you want to create an online presence in the social media.
Maybe you want to develop brand awareness.
Or maybe you wish to register an increase in your revenue which is one of the most common objectives. 
After you clearly know what your goals are, here comes the next step.

2. MANAGING YOUR CONTENT

You need to figure out that who is going to manage your content on the social networking sites. You need to have someone who can serve as the online face of your business. If you think you can handle this on your own, then that is great but if not, then you need to find someone who can handle your online work and someone who can write well.

3. KNOW YOUR MARKET

Now this is really very important. You need to know about your market.
What do they like and dislike talking about .. ??
What are there tastes and preferences .. ??
What kind of product or service will delight them .. ??

4. PROVIDE VALUE

Always keep in mind people are out there on social networking sites to connect with their friends and family, they are not there to listen to any kind of advertisements or promotional offers. So you cannot just keep giving them your marketing message because that would not help you to connect with a large no. of people.So what you can do here is to proving them with some kind of valuable information at regular intervals. But you have to remember that this information should be valuable to target markets/audience. By valuable i mean that this information should be interesting and useful to them. This will make them connect with you in no time.

5. ENGAGE

You need to engage. Start with sharing your status. Even don’t hesitate to comment on other people’s blogs, ask random questions on some current ongoing topics and wait for there replies. This will help you to communicate with your target audience. Remember social media is about two sided conversations.

6. LET AUDIENCE CONTROL

You must let your audience take control of the online conversation and make it their own so they develop an emotional attachment to you, your brand, and your business. You being a single person cannot be as active as your audience on web and regular updates and comments are very important. Remember, on the social web, invisibility is a bigger problem than negativity.

7. EVALUATE

After you have done all that was needed now its time for you to evaluate your performance. Track the no. of likes and comment you get on your posts. Doing this weekly will help you getting a rough idea about your growing popularity. U can even try to google your page or brand, which can again give you an idea for the same.

Top 5 Things To Consider When Building Your Brand

Building Brand 

   

1) Identify Your Target Audience

Your brand's "target audience" is the specific group who your product or service is trying to reach. In order to reach this group you need to first figure out who they are. Ask yourself these questions: "who would buy my products?," "who currently buys my products?," "where does this group shop at or frequent?," "what other interests do they have and how can you best cater to these interests?." Your brand can't be all things to all people. However, your brand identity should be based to some extent on who your target customers want and need you to be.

2) Create An Identity

The key to successful branding is building an identity. Now that you've recognized your target audience, the next step is defining who you are. Discuss with partners and employees your brand's core values. Ask customers what keywords or values they associate with your company's services. These values need to be present in everything that you do from here on out in order to transmit a cohesive image. Your brand must reflect what your customers and employees think about your business to have any credibility. For example, if being friendly
is one of your brand values, make sure anyone who answers the telephone or has direct contact with customers is friendly.

3) Discover Your Competitive Advantage

A brand's competitive advantage is it's unique offerings that differentiate it from similar offerings in the marketplace. What makes your brand unique? Identify and isolate the things that make you better than your competition. This will allow you to maximize these characteristics moving forward, easily conveying them to consumers. Make sure your company literature reflects your brand values.

4) Set Brand Goals And Plan Accordingly

"He who fails to plan is planning to fail," -Winston Churchill. This is true for embarking on building your brand. List the objectives you want to achieve with the brand and most importantly, achieve them! An effective brand knows what it wants, how it wants to achieve that, and when it will have these objectives completed. Your brand strategy should be inline with your general business plan. Opting out of setting your goals for moving forward leaves your brand vulnerable to loosing its purpose. Once your image has been created, following some simple rules should ensure its continued effectiveness. Always think about what your business achieves for your customers and structure your business to achieve it effectively and continuously.

5) Be Relevant and Flexible

A well managed brand is always making adjustments. Branding is a process, not a race, so expect to constantly tweak your message and refresh your image. If your old tactics aren't working anymore, don't be afraid to change them just because it worked in the past. Take the opportunity to engage your followers in fresh, new ways. Look at Old Spice, around since the 1930s, but still relevant and finding new ways to present itself. Over the past few years, Old Spice has managed to create quite a buzz with their new ads (which are hilarious)! In this fast-changing world, marketers must remain flexible to stay relevant. Use new strategies to connect with new customers and remind your old ones why they love you.

Top 5 Mistakes Made in Marketing

Marketing Mistake

1. Lack of Research and Testing

Market research and testing should be done to determine the performance of every marketing effort. This takes the guesswork out of what your potential customer or client wants. Always make sure you have done your due diligence when it comes to testing different offers, prices, and packages. Get the input of your customers.

2. Improper Focus and Positioning

Don't market to build up the company, but approach marketing to demand an immediate response from the recipient. Improper focus and market positioning can be avoided by following the proper solution positioning of marketing.

3. Marketing without a USP

Your USP is your unique selling proposition. It is the one single statement that will single you out amongst the competition. It should be used in every piece of marketing material. Think of your USP as the philosophical foundation of your business. Don't market without it!

4. Failing to Capture Repeat Customers

Keep in mind that when marketing 80% of your business comes from existing customers and 20% comes from new customers. Failing to resell to your current customer base could have a detrimental effect on your profits. It will cost you 5 times the expense to sell to a new customer than to sell to an existing customer.

5. Lack of Focus on Potential Customer's Needs

Do you really know what your potential customers need and want? If so you are ahead of the ballgame and probably don't need to be reading this article. Truth is very few businesses have a good grasp of what it is that their customer needs from them. The secret to avoiding this common error is to find a need you can fill and then fill that need better than anyone else.