News
 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 (www.microsoft.com)
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