Successful brand promotion requires that it be built correctly. It is important to analyze the phonetic-linguistic and visual components of the brand. It will not be superfluous to test memorability, adequacy, attractiveness, adaptability and security.
It is necessary
- -Results of brand testing;
- -Marketing plan;
- -Information reasons;
- -Collaborative promotions for cross-marketing;
- -Advertising.
Instructions
Step 1
Gather several focus groups. With their help, you can answer questions related to the state of your brand. It may have been created with errors or is out of date. Research will show if you need a rebranding. This is a rather costly measure, but if the focus group participants are unanimous in their low rating, it is necessary. You should not promote a brand that is incomprehensible to the target audience. However, you can go the other way: without changing either the sound or the style of the trademark, make it repositioned. In other words, it is not the brand that should be changed, but the target group for which it is designed.
Step 2
Make a marketing plan. But this should be done only after confirmation has been received that the “audience - brand” pair has taken place, that is, the two key concepts of brand building correspond to each other. In the plan, the entire descriptive part of exactly how you are going to promote the brand should be displayed. The most recommended proportions of PR, marketing, and advertising are 50:30:20.
Step 3
Promote your brand, but don't seek to drive sales at the same time. This will invariably happen on its own, after as many consumers as possible familiarize themselves with your proposal. PR is responsible for the informational part of the marketing plan. This function is the least expensive because is performed mainly by the in-house promotion department and does not require payment for posting materials in third-party media and on Internet resources. In order for the materials prepared by your PR specialists to be published in newspapers and magazines as editorials, it is necessary to develop news feeds that are interesting not only to your potential audience, but also to the readers of these publications.
Step 4
Develop marketing campaigns that increase customer loyalty. These may include all kinds of discounts, bonuses, etc. A particularly good effect in brand promotion is given by promotions that you conduct with someone. This type of interaction is called "cross-marketing". Its idea is that you find a company that targets the same target audience as yours and develop a general (more profitable) proposition for consumers. The third component of the marketing plan is advertising, this is the most expensive way of "promotion". That is why only 20 percent is allotted to it in brand promotion.
