BARQ & A

Posted By: KSO

There is differing opinion in this office as to whether you change your website with each ad campaign. Some say obviously put elements of the campaign or have a link to the ads…some say it must be done to ensure consistency in ALL advertising, this being the biggest adv vehicle…others say no way - it is an interactive but more stable design that reflects the overall brand, not just an ad campaign…help me!

BARQ’s response:

Hopefully, your visitors have gone to your site because you have sent them there from the ad. Ideally, you have sent them to a partiicular (landing) page on the site with more details on the solution that that particular ad promises. This accomplishes 2 things: You gratify the readers by providing more of what they want, and you have a means of tracking how effective each ad (an publication) performs.

BARQ
SELMARQ Brands’ Best Friend

Posted By: DTA

I am in the process of building a datasheet for external customers. The datasheet is two-sided. The current format is 2 columns with a graphic on the front side of the document.

My question is: What are your thoughts regarding using a second graphic on the back of the datasheet? I have white space on the back available and the graphic would match the content of the datasheet (flow).

I have been told that you should never have a second graphic, but I wanted to see what the experts have to say.

Thanks!

BARQ’s response:

Rule number one at SELMARQ is to use whatever is necessary to clearly explain and support the data / product. Rule number two is to never fill space just because it is there. White space gives greater emphasis and importance to what is left.

See?

Just be as clear and complete as you can with the graphic and copy, make sure the captions fully explain and support each graphic, and stop.

Good luck!

BARQ
SELMARQ Brands’ Best Friend

Posted By: VNA

If i’m looking at increasing the visibility of my software solution (a restaurant automation) through a trade show, what are the collaterals that I’d need

What are the important contents of my Brochure?
Creative ideas are needed.

BARQ’s response:

Pre-show marketing is hugely beneficial. Trade shows are a very unique and powerful venue for selling. I would first recommend that you determine and document your specific objectives for being at the trades show: How many leads, how many new customers, how much in sales… you can answer these better than we. This will determine how best to market your wares.

I rarely recommend handing out expensive printed matter to show attendees. 75% of it ends up in the hotel or exhibit hall garbage.

The most valuable thing at shows is your time. If you have an attractive exhibit, you should be spending most of your time taking to qualified prospects. I suggest this to our clients:

Print padded sheets for the exhibit sales staff with list of your products, features/benefits, capabilities (whatever is most appropriate for your product / audience). This is what the staff holds in their hands, like an order sheet. The body language says, “I am ready to do business.”

When a suspect approaches, say, ” Hello, my name is XXX, and you are?” (Don’t rely on the badge name – it may be false, and you don’t want to lose eye contact.) Then you ask “what attracted you to our exhibit?” and listen. Listen and take note! This is booth design and product development intelligence.

When they say “just looking” you show the pad, and ask if anything there is of interest. If not, tear off the sheet and tell them that if they ever do need these, they know where to get them (politely, of course). Then thank them for stopping and let them go. No time or literature wasted on lookers.

When the visitor notes something in which they are interested, scan their badge (or get their card) explain the benefits and work toward taking the order, or promise to have a brochure sent to their office where they will have time to study it closely. Ask qualifying questions about purchase intent, usage, etc. — whatever advances your sales process.

OF MOST IMPORTANCE, FOLLOW UP! RIGHT AWAY. 80% of companies at that show will fail to follow up in a timely manner. Be the company that cares. (It also adds to trust when you do what you say, when you say!)

Don’t forget best practices at trade shows:

DON’T TALK among yourselves as staff… stand at least 2 arms length from the next staffer; you are there to sell, not discuss company issues; and polite buyers are hesitant to interrupt a conversation — missed opportunities.

Don’t stand with hands in pockets, or on hips, or with arms folded. (Bad body language. See tip above for posture.) And whatever you do, DO NOT swing your arms, smacking one fist into the other palm! (This is an obscene gesture in some cultures!)

Happy Selling!

BARQ
SELMARQ Brands’ Best Friend

Posted By: GYL

We are a company that manufactures scientific equipment for animal laboratories, dna labs, hospitals and blood banks. In this industry, it’s very tricky to explain exactly what we do. We know that Trade Show graphics should only be a few key words that sum up our company so that they can be quickly read, but it is impossible to state what we do without writing a story. We are designing a few new graphics for the new year and are interested in learning what techniques you may have to offer for people like ourselves who HAVE to have a full story. Are there any layouts that are more attractive than others? A little less bland perhaps? I know you are probably thinking that I’ve summed up what we do already, but I haven’t touched anywhere on it. If someone else from the industry saw that first line I wrote, they’d say “so does everyone else, but what do YOU do?” if you get my point. Very, very specific industry.

BARQ’s response:

Is it possible to simply say what you DON’T do (as compared to all the other equipment manufacturers)?

For “walk by” traffic, the main thing to keep in mind at trade shows is that the visitor needs to be able to tell 3 things from 6 to 9 meters away:

Who are you?
What do you do?
Why should I care?

Of greater importance, though, you should be selecting from ALL attendees, who you would MOST like to visit you at the show and start appealing to them at least 6 weeks before the show opens. Give them a SELECTIVE reason to put you on their agenda — 3 out of 4 attendees have already decided who they want to talk with before going to the show.

Good luck,

BARQ
SELMARQ Brands’ Best Friend

Posted By: STV

We are a 25 year old manufacturer of automotive aftermarket parts. We have been very successful in what we do with little or no marketing effort. Our distribution channels are widespread and our history with our customers is positive and strong. However, we are perceived as an engine dress up company and not one of high performance. In other words our current line of products, (over 1,000 sku’s) will make your engine look good (lots of chrome) but will not improve your car’s performance.

We want to elevate the perception of a brand as one of racing and performance. We are developing and rolling product to back that up. A new product brand name has been secured and is currently being integrated into packaging, catalog, etc. This is where I came in. All analysis is underway…

Based on wanting to elevate the perception of a brand as one of racing and performance, my questions are:

Brand the new product line separately or co-mingle it with our company brand?
Will the perception of our current company brand hold back the new product brand or will the years and strengths of it help the new brand reach our goals?
Also, Will the new product line actually help elevate the current perception of our company?

BARQ’s response:

I think that more information and research is needed (Voice of the Customer) to make a better-informed call, but it is possible that your “dressed up engine” image might be viewed by high-performance buffs as just that… window dressing. This could diminish the credibility of the new “performance” line as being authentic.

In the case of Echlin ignition systems, they chose to market their high performance line under the Accel brand to separate the line from their (still respectable) standard quality line. While Aanco is a well-regarded wiper blade, I’d be skeptical of buying a wiper motor manufactured by Aanco. On the other hand, I buy Bosch blades on the strength of the brand, knowing the quality of their other (high performance) products. Marketing a new, less technical product under a brand with a high tech or high performance image is much more successful that the other way around (which is what you are considering). No matter what performance descriptors or voltage they add to a Black & Decker power tool, they cannot match the perception that DeWalt has in the market.

Of course, the way you market the new line can determine how it affects the existing brand. If you say “PRODUCT B, from the makers of Product A” you magnify the affect — for better or for worse. (That’s where the testing and surveys will help).

I would strongly advise spending a little up front on third-party research and testing before spending a bundle rolling out a line based on the opinions of those who developed the products and the idea. Voice of the Customer trumps Voice of the Engineers every time.

BARQ
SELMARQ Brands’ Best Friend

Posted By: MAE

I am being asked to evolve our corporate brand. The brand was set up by an agency and the ads had some very single-minded messages (good). But now we have nothing to say apparently and I need to evolve the brand to say who we are as a whole. I just don’t know how to do this since the brand promise was that we understand the pain points you experience and we are willing to change them. So obviously, the ads focused on the pain points. Now they need to focus on “who we are”. I am not sure how to define that in one ad. They keep focusing on “just do it” and that says it all. meanwhile, it is much different selling B2B, than the most recognized brand in the world. LOL! I know that this may seem a little disjointed, but I don’t know how else to describe it.

BARQ’s response:

A true brand is the collective perception of your company that exists in the minds of your associates and clients. It represents the company’s promise to perform in a predictable way. The consistent representation of your brand whenever you speak, write, design and act as representatives of your company reinforces the core values of the company.

Sounds like the “brand” that was set up by your “agency” was more like a campaign. To characterize your brand, you must identify your company attributes and company personality then combine them with your company’s core values.

The best source of “Who we are” is with your best customers. An in-depth interview with key customers, staff and associates — preferably by a third party — should give you a clear idea of what your current brand is. If that does not align with your vision of the brand, then you need some serious marketing help — starting on the inside of your shop.

There are some great B2Bs that do branding as well or better than many B2Cs. Get Bob Lamond’s book, “The Case For B2B Branding”. There are some excellent case studies and guidelines for developing a B2B brand. Also, “Good to Great” by Jim Collins is invaluable info for developing your “Hedgehog” concept of your brand.

Good luck!

BARQ
SELMARQ Brands’ Best Friend

Posted By: DNA

I just accepted a job 3 weeks ago with a start up high tech consulting firm. And one of the first things I noticed is that everyone is doing their own thing. I see the need to “brand” from the inside out. So, I started by creating a mission statement and core values. However, it is proving difficult to get everyone on the same page. Though what the company is doing is clearly not communicating well or executing any cohesive sales or marketing programs, they do not think anything is wrong because the company is successful in spite of it’s internal dysfunction. The company is successful because it is getting what I call, “referral” business from its network. However, the CEO wants to create NEW business by going outside its network. I believe that by getting everyone on the same page, with a strong brand and messaging is the way to get this new business. My question is: does any one have any advice on how to PROVE that a clear and cohesive brand messaging WILL have a positive impact on generating new business?

BARQ’s response:

You have a tough job; a new face charged with effecting change in a successful company! I would suggest that you read (or listen to) “Good to Great” by Jim Collins. Click here to read my review on our site.

Collins details why so many companies get stuck on being successful in the short term, only to ultimately become mediocre or dead in the long run. He also discusses how to avoid that.

Once you have your “hedgehog” (in Colins’ vernacular), you will have defined the company’s core value… your brand. But it can be a long and painful process! Sorry!

BARQ
SELMARQ Brands’ Best Friend