Tag:  home to home sales

Door To Door Marketing Solutions in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, Door To Door Marketing Solutions in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.

Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.

Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product.  demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as  offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.

Door To Door Marketing Solutions in pune

Value Great Brand Name

[siteorigin_widget class="SiteOrigin_Widget_Headline_Widget"][/siteorigin_widget]

Does Your Name Matter? Yes, It Does.

New, or soon to be reimagined, companies large and small go through major machinations trying to find that special brand name. The name they choose and how they do it is one of the most important marketing decisions they will make. Need examples? Edsel didn’t work for Ford. AirTran Airways = seriously boring. New Coke… well, we knew (didn’t we) that the addition of ‘New’ would screw up all the things we loved about ‘Old’ Coke.

Kryptonite bike locks and Repel insect repellent tell us exactly what these brands do and, importantly, make a promise. Very efficient.

Some names simply, um, suck. Edsel didn’t work for Ford. AirTran Airways = seriously boring. New Coke… well, we knew (didn’t we) that the addition of ‘New’ would screw up all the things we loved about ‘Old’ Coke.

During my advertising and marketing career, I’ve named numerous companies and brands. I worked for three ad agencies with uniques names. Two were “founder” agencies: Dancer Fitzgerald Sample (remember “Where’s the beef?”) and Saatchi & Saatchi Advertising Worldwide. My own Portland agency had a “current usage” name: Citrus. I also named the two Internet companies i founded. New Jersey Online was one of the first large-scale online newspapers. It spanned the state ActiveBuddy was a computer bot that allowed people to have natural language conversations with computers using AOL, Microsoft and Yahoo! Instant Messaging systems.

Types Of Company Names

I recently asked one of my advertising agency clients how they selected Milk as their agency name. They said that they went through a fairly random process with the goal of finding a name that was easy to remember, was different and was available in some form as a URL. Well, ‘random’is one way to do it. Another is to apply process.

Before I begin to riff on how to name a company, I feel the need to list some of the crazier ad agency names. It is interesting to see how sophisticated marketing communications companies name themselves. Many are clearly looking for that oh so special and very cute name. Here you go:

A Few Words On Naming

Powerful product and service names add significant value to branding, marketing and business development programs. Powerful brand names are often the most efficient method in creating market differentiation, telegraphing a brand’s positioning, its uniqueness and act as a tool in building a strong customer to brand connection.

  • The right brand names add value: for the consumer, employees and corporate valuation.
  • Brand names position the product or service in the minds of the prospect.
  • Brand names create differentiation.
  • Brand names telegraph service quality and trust. In the case of agencies… creativity.
  • Some brand names have visual appeal.
  • Brand names can create an emotional connection.
  • A great brand name communicates brand-related messages to the consumer with far less marketing effort.
  • Good brand names are easier to remember than bad brand names.
  • Make it easy. Search consultants need all the help they can get.

Having a brand name that does none of the above is a wasted opportunity.

How do we know this?

Much of it is intuitive. It is my view that a memorable and communicative brand name simply makes sense. That having a name that is suggestive and supportive of service or product attributes helps to drive differentiation. That having a strong brand name that actually sinks into our skulls is a good thing. Think of brand names as people: Vladimir conjures up very different imagery than Simon or Jacques or Manny. It works for products and services too. Vladimir Vodka I get. Manny Vodka just doesn’t cut it.

5 Essential Types Of Brand Names

1. Neologisims

A neologism, or new word, is just what you would expect it to be – a word that is created.

Pros: New inventive products can make the new name synonymous with their product (XEROX, Kleenex, Microsoft, eTrade), they are distinctive and are globally friendly. No legal or copyright issues.

Cons: Neologisms have no meaning and initially take more marketing power to become recognized, there is a missed opportunity to position the service by its name’s meaning, there can be spelling and pronunciation errors. It is occasionally difficult to get corporate committees to agree on a neologism – decision-making is subjective.

2. Current Usage Words

Current Usage Words already have meaning. Brands with Current Usage names include Oracle, Sprint, Apple, Tide and Fidelity.

Pros: Current Usage Names telegraph Brand values (Apple is friendly), tap the name’s inherent attributes (Sprint is fast), can quickly trigger positive imagery (Tide is fresh and clean) and communicate service messages with less marketing spending.

Cons: Marketers must make sure that Current Usage Names accurately reflect the Brand’s image and do not raise a negative or confusing response. There may be trademark hurdles. An additional issue can arise when a company decides to change positioning or add new products that might not be consistent with the existing name.

3. Hybrids

Hybrids combine Current Usage Words and Neologisms. I am currently typing on a ThinkPad laptop and I brushed my teeth with AquaFresh. I just played with a PlayStation. Made some money using eTRADE

Pros: Hybrids are similar to Current Usage Names in that they quickly communicate a brand message. In addition, the combination can build on the power of the two-word combination. Finally, Hybrids reduce the issues associated with copyrighting the name.

Cons: The cons are similar to those of Current Usage Names.

4. Acronyms    

Acronyms are letter combinations that generally reflect a multiple word name. In many cases, the Acronym has taken the place of the original name (IBM was for the older generation a company called International Business Machines).

Many Acronyms have traditionally been in heavy use by technology and engineering firms because of their functional origin (GE, AT&T, CBS).

Pros: Acronyms can be distinctive and have few legal issues.

Cons: Acronyms require marketing to make them memorable, they have little inherent meaning and since they essentially say nothing about the Brand, they add little value to the customer branding experience. They can also be hard to remember.

5. Founder Names

Founder names abound across many service and product categories. Ford, Sony, Chase, Jensen, and Schwab all are names of company founders. Many brands that want to engender trust, for example in the financial services category, use Founder Names.

Pros: Using the Founder’s name adds direct personal credibility. In a case where the founder is already well known, the Founder name comes with immediate recognition and value as in the case of Martha Stewart Living Magazine.

Cons: In most cases using a Founder name requires significant marketing expenditures to seed the name. Founder Names do not add much initial value.

So, What’s In A Name?

Well, your company name might not be the primary reason that people use your products or services. But, your name can telegraph your brand positioning (and, therefore, help your marketing be more efficient); can tell a story; enliven your personality; help you stand out from the competition; add value to your company. And, best of all: great brands can charge more. Hmmm… these are all good things.

How To?

If you want to move forward in developing a new name, I suggest you take a look at a blog post I did for advertising agencies and what process they should use to make it happen — strategically.

Direct Response promotional, Door To Door Marketing Solutions, Door To Door Marketing Solutions in pune, home to home sales, Market promotional events, Rural advertisement activation, , campus experiential marketing, RWA experiential marketing, Market experiential marketing

]]>

Services marketing service in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, Services marketing service in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.

Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.

Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product.  demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as  offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.

Services marketing service in pune

EVENT MARKETING STAFF

We work in partnership with our clients to find the best possible staff for event marketing campaigns.

The mark of a good marketing event – one that will keep people talking – often lies in the people working the event. At Fulcrum, we have more than 10 years of experience connecting clients to top-tier, dependable, and talented event staff.  As an experienced event marketing staffing company with a proven track record of success, we focus on both the big picture and the little details, so our clients don’t have to. From conception through event execution, we ensure that every aspect of the staffing process is seamless and rewarding.

Fulcrum can provide clients with staff for a wide variety of event marketing roles, including:

  • BRAND AMBASSADORS
  • PROMO MODELS
  • PROMO STAFF
  • PRODUCT SAMPLERS
  • STREET TEAMS
  • DJS AND EMCEES
  • COSTUME CHARACTERS AND BRAND MASCOTS
  • BILINGUAL BRAND AMBASSADORS

MALKANGIRI, Services marketing service, Services marketing service in pune, home to home sales, Market promotional events, Rural advertisement activation, , campus experiential marketing, RWA experiential marketing, Market experiential marketing

]]>