Here’s What’s In A Great Marketing Tool Box…

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toolboxYour brand is anchored in what differentiates you. Without that differentiator, you have to fall back on image or (god forbid) price. A good number of small businesses think to raise the bar they have to changes their logo, update their image and refresh that website. I’ve sat through enough meetings with graphic designers who still push this antiquated notion. My background is in graphic design so I have a healthy respect for the industry. But, I don’t rest the success of communication and sales initiatives squarely at the feet of design. Design from my perspective is the compliment to great branding.

Give me something that absolutely resonates with your customer and then wrap it up with great design so that your overall communication is outstanding and really positions the customer as a leader in their category. That’s a story worth telling. Graphic designers today have a tendency to not understand fundamental marketing. Most (that I know) have never taken a marketing course. Graphic design courses in this region don’t have marketing as part of their curriculum. To these isolated designers, it’s an us or them attitude.

How many presentations on social media have you been to where they compare social media to off-line media as if they were rivals. ie: doing this and this social thing will save you the cost of print, radio and TV. Email marketing is much more beneficial than direct-mail marketing. Stupid. It’s all about fit – NOT us or them.

The fact of the matter is, they are ALL tools in your brand tool-box. Online marketing is spectacular and combined with traditional media can be incredibly powerful. The Kardasian’s may have millions of Twitter and Facebook followers but without television and print coverage how long do you think they’d last. When the day comes and the public tires of them and they no longer exist in the visual media – THAT will be the true test of their brand power.

My promotional efforts include on and offline, and face to face efforts. And every single effort I put out there has to be absolutely consistent and powerful. My brochures aren’t printed on my office printer. My business cards to come in a sheet | have to tear apart. My web efforts weren’t developed for the price of a case of beer. But I didn’t spend a King’s ransom either. Everything involves a fit. What works for your brand. Overall what is it saying to your audience as opposed to what your competitors are saying. Are you leading or following?

Peer deep inside that tool box and foster a strategic plan than carries your brand along as authentic and as powerful as your marketing budget affords you.

28 thoughts on “Here’s What’s In A Great Marketing Tool Box…”

  2. LoulitaLinda

    I do not know myself well enough referencing for me to give my opinion There are many other WRistes confirmed who will guide you and give you quality advice. I am among those who think that if you do not master a subject best avoided talking about it. Otherwise for the risk of falling enrollment. It’s possible. Should be tested to see =) good luck!

  6. Elementality

    It’s important designers and marketers work together, as their skills are complimentary. It is also important to note that flawless design is part of a great marketing strategy.

    1. Ed Roach

      @Elementality I often recommend that Graphic Designers sign up for a marketing course. I’ll never understand why marketing is not part of a designer’s training.

  8. CIBInfo

    Achieving the consonance with the expectations of your potential customers expectations is the key to any marketing campaign. The Better the segmentation, the better would be the targeting of the customers. The key thing to clinch the market is how you project your offering and how do you get your customers follow you.

    1. Ed Roach

      @CIBInfo Doing what you’re suggesting is effective if the positioning is compelling enough. It takes the brave ones to have the gumption to follow through. Not many businesses are ballsy enough to pin point their messaging.  Thanks for your input.

  9. vanessa_xilium

    True, I could no longer remember how many times traditional marketing have been compared to online marketing and vice versa. None of the two is a substitute of the other. And when both used together can really become powerful. Thanks for this post.

  10. kelvinyau2009

    nice share, and both online and off line marketing are important, and it all depends on your marketing plans and target audience.

  11. TonyToasty

    Great post. Whatever your brand is, you need creative marketing that borrows from traditional marketing and online marketing. It must be done. I can’t think of anything more limiting than a business owner saying, “We’re not going to try that”, when very clearly it will do everything to advance your brand. 
     
    Thanks for the post!
     
    SG
    http://smallbusiness.support.microsoft.com/en-us

  12. TarekZidan

    I am a junior in this field,I learned so much from your experience in your electronic marketing.

  14. fan85

    You’re right. It is not about the design that attracts people to your site. I know some successful marketers who have lousy sites, yet, they earn thousands of dollars per month.

  17. Alex

    I am really glad to read this post which includes plenty of helpful information, thanks Ed Roach for providing these information.

  18. Gregg Zban

    I agree Ed. Too many businesses abandon one type of marketing for another. When the truth is all should be utilized in a combined effort to reach as many potential customers through the medium they prefer to accept your message as possible. Each should compliment the other to spread the word.

  19. Ed Roach

    fan85 I think good design helps give you credibility. How much further would those marketers be if they not only had a great service but also looked so much more professional?

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