Defining Your Brand: The SalesFish Strategy

    Defining Your Brand - The SalesFish StrategyWelcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    “Branding” is often a misinterpreted word and concept. What is a brand? How do you create one? How do you cultivate customer loyalty to your brand? The short answer is that it is not haphazard—defining a brand requires strategic brand marketing.

    Many times, a company will come to us having invested a great deal of time and money into building their brand. Investing more money or buying more advertisement space doesn’t guarantee results. Regrettably, it can sometimes have the opposite effect especially if your core message is getting lost in the process.

    Let me back up for a moment. Branding essentially refers to the emotional connection you have with a product. So, for example, Campbell’s Chicken Noodle Soup is Mmmmm, mmmmm good. Most people eat chicken noodle soup when they’re not feeling well so there’s an inherent (and effective) “you’ll feel better” within their message. When you drive an Audi car, you Never Follow. When you drink a Coca-Cola, you Have a Coke and a Smile. When you wear Nike shoes or apparel, you’re ready to Just Do It.

    We call tissue paper Kleenex. When we search something on the World Wide Web, we say, “Just Google it.” Those connections, those emotional ties are not coincidences. They are the result of intentional, thorough strategic brand marketing.

    Branding is a lot like minimalism—you keep removing until you arrive at its essence. So, get ready to par down. SalesFish can guide you drive your brand and we’ll measure the results with sales and service. Next, we’ll provide an outline for the SalesFish strategy to foster a first-rate brand.

    Your brand promise is the cornerstone Defining Your Brand - The SalesFish StrategyWe’ve defined branding and discussed the necessity to provide an emotional connection to your brand. In our experience, THE BRAND PROMISE is the >cornerstone. Without it, it doesn’t really matter if you’re marketing effectively or you have the biggest and best placement as far as media buys. Here’s the key: Your brand promise must be accurate, and it must not just connect but also land with your target audience.

    Let’s revisit Coca-Cola as an example. We’ve all had an experience Having a Coke and a Smile. Coca-Cola is not the #1-selling soft drink by accident. Many of us relate to the positive connection of family, friends, holidays, and fun to the Coca-Cola brand. Our connection and loyalty is evident to Coca-Cola through their sales reports.

    The added benefit of a solid brand promise is that it can withstand bad press. How many of us have read the “test” that states if you submerge a T-Bone steak in Coca-Cola, the steak will disintegrate in 48 hours? Or perhaps you’ve seen the animated Polar Bear parody, claiming that Coca-Cola causes diabetes? Despite these negatives, an authentic brand promise remains intact.

    Consistency is key here. Make certain that the message is constant at every level. For instance, the Coca-Cola broadcast television advertisement delivers the same message as the in-store display.

    Let’s investigate your brand promise. Contact SalesFish today and find out what it’s like to have a team of strategic brand marketing experts elevate your brand.


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales

    B2B Telesales and B2B Telemarketing Services: The SalesFish Distinction

    B2B Telesales and B2B Telemarketing - The SalesFish DistinctionCongratulations. Your company is growing at a rate that demands additional sales support. When contracting out any or all of your sales needs, it’s important to clarify the differences between B2B telesales and B2B telemarketing services. The answer often relies on your current situation.

    The most important first step is to assess your immediate sales requirements. Do you simply need someone to create awareness? Or do you need an experienced fully dedicated sales agent who will represent your brand and solution to develop relationships and new clients?

    B2B Telesales Team and B2B Telemarketing - The SalesFish Distinction (2)B2B telesales and telemarketing services require more than a simple transaction. In this case, your customer may still have questions and a bit of heavy-lifting is required by your sales agent in order to close the sale. It’s essential to employ sales agents who connect with buyers, understand the market, have sales savvy, and are quick to find solutions for your customers.

    On the other hand, if you merely need script reading to introduce your product, then B2B telemarketing is probably your best bet. B2B telemarketing is typically a more transactional style of support. However, please use caution. When hiring a B2B telemarketing resource, check and ensure that they will appropriately represent your product or service. It would be a shame to have the sale perish before it can even begin.

    B2B Telesales Team and B2B Telemarketing Call Center - The SalesFish DistinctionMany telemarketing companies outsource their talent and sometimes this means that their employees are working overseas. While there is often a savings in terms of hourly rate, you don’t want language barriers or lack of training to cost you sales and revenue in the long run. Even if you only require what seems like a rudimentary transactional service, employing overseas resources should be carefully considered before making a commitment to that approach.

    Here at SalesFish, our sales agents are accustomed to making money so you will receive profitable results because of our high standards. Our agents are U.S.-based, highly-skilled, trained, and proven sales executives who can continue your upward trajectory (or turn it around, as the case may be). We often have companies solicit our skills after they have been disappointed by a less expensive and less effective prior attempt.

    We encourage you to “Improve Your Net” and call “The Pond” today…

    Growing Your Brand and Market Share

    Welcome to the ultimate B2B Marketing Agency serving San Diego, Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Portland, Seattle) as the most strategically biased Digital Marketing, Web Design and B2B Marketing Agency.  We gladly serve California and all 50 United States. Partner with a client centric B2B Market Agency that puts skin in the game… from strategic Telemarketing Services to Experiential Event Marketing.

    This week’s post comes to us from Bryan Ong, author of A Marketing Blog by Marketing Journal. Mr. Ong relays the simple answer to growing both your brand and market share:

    How to Grow Your Brand & Market Share

    by Bryan Ong

    April 22, 2010

    Marketers and CEOs, how do you grow your brand or your company’s market share & sales volume? A few years ago, I posted on my blog titled ‘What is Your Marketing IQ?’ which has all the answers. The answer is actually quite simple, so simple that most don’t know the answer.

    Most companies would think that the answer is to get existing customers to increase their purchase frequency i.e. buy more from you or by increasing customer loyalty. This is why so many companies allocate a substantial amount of their marketing budgets towards customer loyalty programs. But in fact, this is not true.

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    The answer to growth is to actually get more customers or buyers. This is not too hard to understand, imagine there are a 1000 people in your market and you have 700 people who are your customers. This is 70% of the market share and thus making you the market leader. Having 100 out of a 1000 people buying multiples times from you still doesn’t change the fact that you only have 10% market share. Simple, isn’t it?

    If you are interested to know more about how brands grow, check out this book from Professor Byron Sharp titled ‘How Brands Grow‘.

    There are a lot of marketing knowledge from this book where most marketers don’t know:

    1. Growth in market share comes by increasing popularity; that is by gaining more buyers (of all types), most of whom are light customers buying the brand only occasionally.

    2. Brands, even though they are usually slightly differentiated, mainly compete as if they are near lookalikes; but they vary in popularity (and hence market share.)

    3. Brand competion and growth is largely about building two market based assets: physical availability and mental availability. Brands that are easier to buy – for more people, in more situations – have more market share. Innovation and differentiation (when they work) build market based assets, which last after competitors copy the innovation.

    Stay tuned for more relevant content on creating world-class B2B Telesales, B2B telemarketing and B2B Inside Sales strategies.  We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our B2B Telesales, B2B Telemarketing and Telemarketing Services to your specific needs.

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales

     

    Make the Most Out of Internet Advertising for Your Business

    Welcome to the ultimate B2B Marketing Agency serving San Diego, Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Portland, Seattle) as the most strategically biased Search Engine Marketing, Search Engine Optimization, Digital Marketing, strategic Telemarketing Services and B2B Lead Generation Agency.  We gladly serve California and all 50 United States.

    This blog post comes to us from Jason Cliff of Smart Business Media (951-808-7378):

    Internet advertising as we know it is changing rapidly. Just a few years ago Google pay per click was all the rage and we could reach new customers for around $1.00 per click.

    As more and more people entered this market the key word costs escalated to an average of $5.00 to $7.00 per click.  Clicks do not necessarily convert into sales so it become possible to spend $50.00 or more to turn a click into a new customer.

    For most products this was not a profitable proposition. Everyone retreated back to the marketing that they were familiar with: Direct Mail, E-mail, Newspapers, and possibly radio and television.  As pay per click or PPC became all the rage and prices skyrocketed, SEO (search engine optimization) and SEM (search engine marketing) became the rage and, if done properly, continued to pay unparalleled dividends.

    b2b-marketing-agencies-make-the-most-out-of-b2b-marketing-budget

    It takes a very sophisticated approach to master SEO. Unfortunately, the marketplace has been flooded with every Tom, Dick, and Harry promising the world for $300 per month.  Unless Tom, Dick and Harry are committed to going bankrupt, it is impossible to provide the level of service, technology, and skill to maintain your top placement for $300.

    You have probably been turned off of SEO because of all the empty promises that you received.  The fact is that you get what you pay for (this never seems to change, and I am sure that you can apply this fact to your industry).  It takes a significant amount of skill, research, dedication, and elbow grease to get you to the top and keep you at the top. But when you look at the costs to achieve this, 9 out of 10 times you will find a significant ROI for being at the top of the search engine food chain. Your phone should ring off the hook.

    As the economy continued to dip and Social Marketing grew in relevance, Facebook became the place to put your ads.  We were personally seeing clicks as low as $.50 and impressions as low as $.60 per 1000.  And it was quality traffic.

    Now that Tom, Dick and Harry agency has found out about this, they flooded the market with ridiculous per click budgets and driven the cost out of a positive ROI. My point is that the internet has proven to be a spectacular place to reach new customers if you catch a trend at the beginning of a wave, but as soon as it goes main stream the costs skyrocket and it becomes a battle to make these campaigns positive.

    Then you get these offshore digital agencies and one-man-shops working out of their garages that have no idea what is involved in creating long term profits for their customers destroying the market.  We have seen this happen with the last 3 major trends in digital marketing and we want you to be aware of what is happening in the marketplace.

    If you are looking for a way to increase your sales, increase your ROI, and increase your market share you need to investigate the company that you are doing business with.  If you are going to trust the growth of your company to another company it is worth doing a little research and finding out their success rate.

    b2b-marketing-agencies-seo-search-engine-optimization

    A good B2B marketing agency is going to advise you of the most current trends and use every dollar of your budget effectively.  It is impossible to achieve an optimized campaign using only one channel.  The best B2B marketing agencies are going to use a mix of channels: direct mail, email, ppc, seo, social, mobile, etc. to find the mix that delivers you the most qualified customers. Generating qualified warm B2B Leads to feed the Telemarketing Services team.

    If you are working with someone who can only provide one piece of the puzzle just be aware that there are 5 other channels that have customers that are not being reached. Nothing can replace skill, and integrity.

    When you work with us you are working with a company that takes it personally to achieve success.  We do not have 100 clients behind you paying $100 per month. We have a few clients and do everything possible to make them successful.

    Stay tuned! We at SalesFish Brand Marketing & Sales, B2B Marketing Agency, Advertising Agency, Interactive Agency, Digital Marketing Agency, Web Design Agency, B2B telemarketing, B2B Tele-Sales and B2B Insides Sales thank you for joining us in the commitment to unwavering strategic B2B marketing and sales.

    Fish around our site and “Improve your Net”

    www.salesfish.com