4 Ways to Generate Buzz for Your Brand
   By Joanna L. Krotz

Launching a brand new business takes imagination, cleverness and determination. You need to create a connection with your customers that will make them loyal to you. In order to do that, you need to differentiate yourself from others out there like you. Make sure your marketing material is distinctive from other brands to seize mind and marketplace share. Check out these four cost-effective branding strategies.

1. Get inside the customer's mind.
Most new business owners research their target buyers. So you likely know something about your customer demographics, such as income and age. That's good, but it's hardly enough. You need a serious fix on what will propel people to buy, so you can gear your messages accordingly. Figure out what meets your customers’ needs, and you’re on the right track.

2. Get endorsements that ring the right bells.
Expert or third-party endorsements can mean a movie star, banker or a tech wizard. If you have invested in characterizing target customers, coming up with personalities who will fuel buzz should be a snap. The hard part may be getting access. You might need special marketing to reach them. Having a celebrity wear or try your products can boost your company’s image and sales revenue.

3. Get the attention of hot prospects.
Find industry seminars or annual shows that attract your top-of-the-line customers. Then spend what it takes to design a snazzy booth. If you want to take things one step further, sign up for media coaching and pay a speechwriter and design team to develop newsworthy presentations. Another idea is to hire a marketing firm to create a memorable way to demonstrate your product. No matter which option you choose, the goal is to make a standout impression at the high-profile show.

4. Get public relations pros to open markets.
There's a great range of small, local or industry press and media coverage that can boost business. But you could benefit from the expertise of a public relations agency to do the legwork and the pitching for media placement. Buzz and word-of-mouth marketing is a cheap and effective way to get out your message. Figure out what it will take to start customers talking about your brand. That way, every customer turns into a brand ambassador.

To get customers to notice your infant brand quickly and affordably, you must stay focused. Don't chase after huge or unlikely prospects right away. Don't squander time and resources by broadcasting mixed messages. Keep it simple. Make sure your marketing material has a recognizable identity, with a consistent logo, palette and tag lines.

---Source: Joanna L. Krotz (
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