"Branding by Age" is counter intuitive to what the consumer has been trained forever to believe. We, in our lifetime, will not see a consumer who wants to be the age they are. Face it, companies have spent gazzilions of $$$ to brainwash us to want to be younger. Guess what? It worked. Don't buck what is, use it to your advantage.
When I see marketing, advertising and PR that blatantly targets a consumer's age I am dumbfounded. This represents everything that a consumer doesn't want to be associated with, but also goes against their advertising DNA.
Niche branding/marketing is great and necessary. But don't target an age by labeling it the "Age/number." My guidance to my clients has always been to "be" and "show" through their "brand life" that their brand values are ageless and evergreen. This is one of my empirical beliefs.
Friday, April 30, 2010
Thursday, April 29, 2010
I am a "Social Networking Whisperer."
A "Social Networking Whisperer" is someone that connects to the consumer by means not common to human senses. Either by one's own personal experience, studying consumer behavior or just being gifted.Yes, I have added a distinguished entry to my resume. For some time now, I wondered where my insatiable curiosity, endless hours of research, detailed observation, consumer stalking and the never ending pursuit of the answers to
1. Who buys what?
2. How much will they pay?
3. Where do they buy it?
4. Why do they buy it?
I have found the answer. All of my many years of working with start-ups, brand revivals, product launches, individual campaigns or unique interventions, I have finally cracked the code. I have always believed that "Branding" is about ROI (Return On Investment) on every level and at every stage of development.
I have attended countless seminars, trade shows and presentations just to be blown away when I finally raised my hand during the call for questions to ask,
“And how many did you sell?”
The ballroom is silent and everyone turns around to see where the voice had come from.
Then the sea of heads whips back to the front of the room and the presenter, creating a Category 5 Hurricane winds, anticipating the answer.
“I don't know, that wasn’t part of my job.”
Ok, that did it…. I am not attending one more seminar, trade show or presentation until companies wake up and realize that each and every one of their employees has a responsibility to be a part of the sales process. Yes, I include the janitors too.
My approach to branding is that of the “Special Forces.” Elite, highly-trained creative, analytical and tactical strategies that conduct specialized Branding operations. These include working with your internal management, external Ad & Digital Agency, Marketing, PR Firm and your Media Buyer to enhance the investment. We can start from a blank slate or dive into a raging battle.
Make Them Yours for Life
1. Who buys what?
2. How much will they pay?
3. Where do they buy it?
4. Why do they buy it?
I have found the answer. All of my many years of working with start-ups, brand revivals, product launches, individual campaigns or unique interventions, I have finally cracked the code. I have always believed that "Branding" is about ROI (Return On Investment) on every level and at every stage of development.
I have attended countless seminars, trade shows and presentations just to be blown away when I finally raised my hand during the call for questions to ask,
“And how many did you sell?”
The ballroom is silent and everyone turns around to see where the voice had come from.
Then the sea of heads whips back to the front of the room and the presenter, creating a Category 5 Hurricane winds, anticipating the answer.
“I don't know, that wasn’t part of my job.”
Ok, that did it…. I am not attending one more seminar, trade show or presentation until companies wake up and realize that each and every one of their employees has a responsibility to be a part of the sales process. Yes, I include the janitors too.
My approach to branding is that of the “Special Forces.” Elite, highly-trained creative, analytical and tactical strategies that conduct specialized Branding operations. These include working with your internal management, external Ad & Digital Agency, Marketing, PR Firm and your Media Buyer to enhance the investment. We can start from a blank slate or dive into a raging battle.
Make Them Yours for Life
Wednesday, April 28, 2010
Exactly How I do Business and Why.
I just wrote this e-mail to a prospective client and I really think it is exactly the best way to define how I do business.
Dear Prospective Client,
You need to make an investment in your brand business. That is what every business does in the corporate world. Experts get paid for their experience from the start.
Think about it. If I wanted to hire you to get me in better shape and to eat healthier, would you give that to me, for free, based on the "possibility" that I would use your advice?
To your questions, I am "not like the others," nor are my clients. Over time and with much experience in the entertainment, communications, publishing, corporate and small business worlds, I have found it right to make my own rules and ask for what works for me. That is my approach with and for my clients. It is wise to know the history and traditions of as many business cultures as possible. This has led to my success and that of my clients.
The best example of this dynamic thinking I learned early on in my agency days. A client was being offered a job at AFTRA scale by one of the top TV syndication companies. I told the business affairs executive that I was aware of what AFTRA scale paid, but that didn't keep me for asking for more $.
Guess what? The business affairs executive was very impressed with my statement. Not only did she pay my client what I asked for, but from then on she would always tell me the amount that was the most $ allowed in the budget to pay my clients for each job we negotiated. Now that is not only favor, but a miracle in any business.
That is what I call the benefit and reward of "not being like the others."
The tradition of the entertainment, communications, publishing industry is if you already had offers in the form of a contract, in hand, then "they" would gladly take a %. That is all they do, negotiate the contract.
As for getting paid for getting jobs for you, per CA law, I can't put in a contract. So that nullifies the comment about getting paid for jobs I get you and not getting paid for jobs I don't get you. That goes beyond custom and tradition.
My contract reflects years of knowing that no one client ever is without a need of significant amount of work to be done upfront. I provide a paid service to get that client to the place that will give them their best opportunities.
The polish that you need to accomplish can be well done within the initial time of my consult for the $ I request. I can show and tell you everything you need to do, but if you don't do it, then I have been paid for services rendered.
Additionally, you will need to budget for:
1. Hair & Make-Up Artist
2. Wardrobe
3. Website programming/developing/optimizing
4. Photographer
5. Printing
6. Video
7. Supplies and tools per your expertise
After the initial polish, the % you pay me is for continued guidance and fruits of said guidance. We can design our plan together.
I look forward to speaking tomorrow.
Blessings,
Angelica
Dear Prospective Client,
You need to make an investment in your brand business. That is what every business does in the corporate world. Experts get paid for their experience from the start.
Think about it. If I wanted to hire you to get me in better shape and to eat healthier, would you give that to me, for free, based on the "possibility" that I would use your advice?
To your questions, I am "not like the others," nor are my clients. Over time and with much experience in the entertainment, communications, publishing, corporate and small business worlds, I have found it right to make my own rules and ask for what works for me. That is my approach with and for my clients. It is wise to know the history and traditions of as many business cultures as possible. This has led to my success and that of my clients.
The best example of this dynamic thinking I learned early on in my agency days. A client was being offered a job at AFTRA scale by one of the top TV syndication companies. I told the business affairs executive that I was aware of what AFTRA scale paid, but that didn't keep me for asking for more $.
Guess what? The business affairs executive was very impressed with my statement. Not only did she pay my client what I asked for, but from then on she would always tell me the amount that was the most $ allowed in the budget to pay my clients for each job we negotiated. Now that is not only favor, but a miracle in any business.
That is what I call the benefit and reward of "not being like the others."
The tradition of the entertainment, communications, publishing industry is if you already had offers in the form of a contract, in hand, then "they" would gladly take a %. That is all they do, negotiate the contract.
As for getting paid for getting jobs for you, per CA law, I can't put in a contract. So that nullifies the comment about getting paid for jobs I get you and not getting paid for jobs I don't get you. That goes beyond custom and tradition.
My contract reflects years of knowing that no one client ever is without a need of significant amount of work to be done upfront. I provide a paid service to get that client to the place that will give them their best opportunities.
The polish that you need to accomplish can be well done within the initial time of my consult for the $ I request. I can show and tell you everything you need to do, but if you don't do it, then I have been paid for services rendered.
Additionally, you will need to budget for:
1. Hair & Make-Up Artist
2. Wardrobe
3. Website programming/developing/optimizing
4. Photographer
5. Printing
6. Video
7. Supplies and tools per your expertise
After the initial polish, the % you pay me is for continued guidance and fruits of said guidance. We can design our plan together.
I look forward to speaking tomorrow.
Blessings,
Angelica
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