It's all about the audience.
Here are a few real-world business results that have come from branding - and marketing - programs that start with the audience.When you start with what the audience is looking for, and then work backwards to tailor the brand promise - and the message - to deliver what the market wants, it's pretty easy to produce the results your business needs to do well financially.
A regional pasta maker got 225,000 responses to a sweepstakes promotion. But it only bought a fraction of the media exposure that kind of a program would normally use.
A brand-new foundation got up and running in just eight weeks, from the initial organizational luncheon to a wildly successful kickoff dinner that exceeded initial financial goals by 290%.
A basketball-equipment manufacturer doubled the leads it generated from the very first month my ads ran, and one ad produced instant sales of more than the cost of the magazine space.The country's leading automotive research group — part of Maritz Inc. — derives a third of its annual revenue from subscriptions to its syndicated studies, which the world's automakers depend on to design and market new and current models.
A leading importer of occupational footwear revamped its Web site and found customers relying on the site heavily for product information and day-to-day communication.
The R&D group of a global pharmaceutical company stood out from the crowd when they used my posters at academic conferences.
A local real-estate team became local celebrities after their small-space ads ran in a neighborhood weekly newspaper.
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