It's More Than Strategic Ads
Attracting business through ads, commercials, and discount programs are key elements in the equation of a successful promotional campaign. Once a client arrives at your door, it is vital to a establish a strong relationship with them. One way to do this is by providing a positive and memorable experience for each person who visits your office, storefront and/or website. The following list can help you review the effectiveness of your daily operation, as well as your
strategic planning for success in branding and promotion.
STRENGTHEN YOUR CORPORATE BRANDING
~ Consistently use your logo and slogan to reinforce branding identity.
[Limit yourself to one of each, although elements of a complex logo can be utilized separately]
~ Utilize corporate colors whenever possible. Allow for differences in print and Internet identification coding.
~ Employ your corporate font where appropriate. Coordinate with others as necessary to achieve easily read text in both hardcopy and on-line formats.
SCHEDULE ADVERTISING & PROMOTION YEARLY
~ Analyze past advertising programs to determine successful content and design elements.
~ Seek optimal times and venues to yield measurable results from your advertising investments.
~ Choose promotional programs that will attract new clients while offering reward incentives for established clientele.
~ Add a new promo element yearly that will enhance your community and/or non-profit interaction.
~ Do allow for unexpected promotional opportunities in your annual budget.
HARMONIZE PROMOTIONAL MATERIAL
~ Consistently use the same version of your logo for all signage, communication, and promotion.
~ Harmonize tones and shades of colors throughout all types of signage and promotional materials.
~ Encourage all staff, volunteers, and supporters to employ the same language when describing your organization, your daily operation, and special events.
GROOM FACILITIES FOR SUCCESS
[That's virtual as well as physical]
~ Innovation is lovely, most of the time. But consider the fact that facilities reflecting standards in your industry will reinforce a client's positive response to your advertising and promotional events.
~ Signage should mirror all other branding elements and should be well maintained.
~ Ensure that on-site and telephone conversations, as well as your outgoing voice mail message, are welcoming, positive, and helpful.
~ Establish professional standards for appearance--even if casual is your style--and the behavior of staff and/or volunteers to reflect and reinforce your desired image.
For further ideas for enhancing self-promotion, visit:
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