Print Vs Billboard Ad Design

If you own a small business, your advertising budget is no joke. The bread-and-butter of small business advertising tends to be in a print ad for a few reasons. First, they are generally more affordable; second, you have many publication placement choices to target markets; and third, it’s easy to control your budget.

If you’ve got a print ad ready to run, we’ve got the tips and tricks you’ll need to turn your print ad into an effective billboard that will support your marketing campaign as a whole. Here are six basic things to keep in mind when converting the message of your print ad into a billboard ad design. (See graphic example below.)

  1. Consistency: Your design choices should stay in line with your existing branding, like logos and signature colors, of course. Additionally, keep colors, fonts, images, and themes the same across each advertising channel during an ad campaign.
  2. White Space: Billboard ads need much more white space than print ads to make your message easy to read and digest in a matter of seconds.
  3. Messaging: Cut your messaging on your billboards down to five or six words tops. This helps drivers digest what you’re trying to say in the seconds it takes to drive by.
  4. Fonts: Going hand-in-hand with messaging, big, non-script fonts are key for readability on the highway.
  5. Colors: Background and font colors should be in high contrast for readability. This is true in a print ad, but it’s especially true for billboard advertising. (Pro tip: No bright white backgrounds! They distract rather than attract drivers’ attention.)
  6. Contact Info: Since drivers have to remember how to contact you, use only one memorable contact method on a billboards. Often, your company’s name will be enough for customers to find out more if you have an online presence. A short URL or hashtag generally works well too.

Print Ad Design

This print ad is packed with information that customers can digest at their own pace. It includes more detailed information and small print.

Billboard Ad Design

Converted to a billboard ad design, the messaging is cut down to a logo, the “Win me!” message, and what is winnable. The colors and fonts stay the same, but the fonts and logo are much larger to help with readability on the road.

 

Billboard Stats: How To Understand Yours

Advertising with Blip is easy, but designing and placing ads is only half the story. The other half is tied up in how well your billboard ad campaign performs and learning what is working well for you and what needs tweaking. You can do this based off of your billboard stats.

When you have an account with Blip, access to your campaign statistics — such as estimated impressions, total spend, and average cost per blip — is available to you within 24 hours and updated daily. Because your billboard stats are always at your fingertips, you have the power to see what’s working best and immediately adjust ads, schedules, or spend-per-ad to get the most out of your marketing budget.

Jumping into a lot of numbers and graphs that come with billboard stats can feel intimidating, but we’re here to help you understand what you’re seeing on your campaign page and how to use it to your advantage.

 

Campaign Overview Cards

 

 

Campaign Overview CardWhen you first go into your stats page, you’ll see your “campaign overview card.” When it’s green, your campaign is actively running your ads based on the schedule you set up. This is a view of all your billboard stats over the life of the campaign, and it’s a great way to get a snapshot of the big picture. (Daily and hourly numbers are found later.)

Here’s the breakdown of your view:

  1. Billboards: The number boards you chose for your campaign.
  2. Blips per board (avg): How many blips you’re getting on average across all your billboards.
    1. Since this is an average, you may have some boards that are generating tens of thousand of impressions and some that are generating a few thousand, so keep digging deeper into the number to really see how each of your chosen billboards is performing.
  3. Total spend: The total amount of money you’ve spent on the campaign. This will always be less than your cap spend because our automated system won’t let you go over your set overall budget.
  4. Average cost per blip: How much you’re spending per blip on average.
  5. Total impressions: An estimated number of people who saw your ad. We use geopath.org data to gather this information.
  6. Impressions per dollar: An estimation of how many people saw your ad for every dollar you spent.
    1. This category becomes more useful when you drill down to the stats based on each board.

Detailed Billboard Stats 

While this overview information is valuable, you’ll find that the deeper, detailed stats are what will really help you fine-tune your ads and strategies. Simply click on the “details” button in the top right corner of your campaign overview card, and you’re off to a new numbers adventure!

Detailed Stats

After you click “details,” the first thing you’ll see is still a general overview with a few additions. Near the bottom, you’ll find a breakdown for each single billboard you’re using in a campaign. This is where you can really see how each board is performing, so you can rethink your schedule or spend per blip for your current campaigns. Bonus: Understanding how your boards are performing will also help you set up more effective future campaigns.

The impressions per dollar column on the far right is a great way to immediately understand which boards are the most valuable for your company. If you’re getting a great impression rate on a few boards, you may wish to up your spend or amplify your schedule on those boards while giving a little less attention to your less valuable boards.

 

Billboard Stats Graph 1

The two sets of graphs found in this card compare your monthly, daily, and hourly blip totals respectively. Hover over sections in each graph to learn how many blips you had per month, day, or hour, depending on which graph you’re viewing.

 

With the Hourly Blips graphs, you can also see your average peak ad times and compare it to the previous day. Looking at these graphs daily is a good way to see which days perform differently than your average. You may wish to adjust your daily schedule for the weekends or a specific day of the week, which will help you get more out of your spend dollars.

Harness The Power Of Online Advertising With Digital Billboards

 

If you’re already using display ads on the internet, or if you’ve always wanted to, digital billboard advertising with Blip’s internet ad-based pricing model is knocking at your door.

In the past, pricing for static and digital billboard ads always involved a term contract that had little flexibility and high-cost changes. However, Blip believes it’s time to make digital billboards much more affordable for the little guy using internet ad-like pricing.

When you compare the style and functionality of digital billboards and internet display ads, you’ll find they are so similar that you can use the same ad concepts as well as some of the same strategies when you advertise with Blip. This means you can save you money on formulating ad campaigns that use more than one channel.

To help you make the most of your advertising campaigns, let’s take a closer look at how you can use similar strategies with internet and billboard advertising.

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Set-and-Forget Daily Budgets

Just like with large online ads, Blip lets you set a daily budget based on how much you’re willing to spend each time your ad is displayed and how much you’re willing to spend per day. This means that with Blip you won’t go over budget even if you never revisit your ad performance during the life of the campaign. That being said, your internet and Blip billboard campaigns will serve you better if you track them daily to learn what’s working best for you and to tweak your ad schedule and budget as you go. With Blip, all it takes is a few clicks every time you start, stop, or finesse a campaign.

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Quality Ad Design

We’ve all seen obnoxious or low-quality internet ads; the kind that at best become white noise or at worst make us want to click away as soon as possible. Evidence shows the quality of your online ad design makes a meaningful difference in clicks and conversions. The same is true for billboards. Using professionally designed ads will help ensure that you get the best return on your investment. We even offer a $50 design service if you prefer the ease of a one-stop-shop experience.

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Design Best Practices

If you already have experience with banner and mid-page unit designs online, those same best-practice design rules
apply to billboards. Huzzah! Some rearranging may be needed, but your general design will work for billboard space too. Bonus: A unified design across many channels will help your branding, which helps your business become easily recognizable to potential customers.

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Pay-per-Ad Display with Cost-per-Impression Tracking

Since people can’t click on digital billboards (yet), with Blip you’re paying for ads shown instead of ads clicked. In the simplest terms, you’re only paying for ads shown and within a price cap you set. No clicks also means that you’ll track the success of your Blip campaigns based on estimated impressions , a measuring method used in some types of online ads. Even though you’re paying for one ad display at a time, Blip billboard ads can serve up up to 100 impressions per flip depending on the time, day, and season.

 

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Always “Above the Fold”

Any print or online advertiser knows and covets the idea of being “above the fold.” For newspapers, it means that readers don’t even have to open the paper to see an ad; and for online advertising, it means that people don’t have to scroll or make any effort to see an ad. Your ad is always an above-the-fold star when it’s on display on the freeway.

 

3 Tips To Set Your Daily Billboard Budget

Billboard Budget HeaderSo you’re pumped to get your digital billboard campaign running, but you’re wondering what in the heck you should set for your daily advertising budget. Spending your business’ money wisely can feel overwhelming (trust us, we know). That’s why we’re here to help you down the budgeting path with a few ideas to consider when you’re setting your daily billboard budget. The good news any budget will work with Blip!

Understand Billboard Budget Logic

First, it’s important to answer a couple of questions about your business and customers before setting your billboard budget. To avoid any budget faux pas, it’s a good idea to understand a few ideas and think through what they mean for your business.

1. Who is my customer?

If you’re an established business or if you’ve done market research, you probably have a good idea of who your core customer is. That information will help you decide if it’s more practical for your business to show ads all day or only at specific times.

For example, if your customer is married couples with young kids and a stay-at-home parent, you may wish to show ads all day since one parent will see ads as they run errands and ferry kids to school and activities, and the other will see the ads during their rush-hour commute. Or if your customer is single adults between the ages of 18 and 20, you may wish to only show ads during rush hour and on the weekends.

Budget Takeaway: If you show your ads all day, bump up your spend per blip at specific times that are more likely to reach your core customer. If you pick and choose times, spend a little more per blip (and per day) to potentially hit your target customer within a shorter timeframe.

 

 

2. How much exposure do I want/need?

Think about what you’re trying to do with ad campaign. Are you looking for brand exposure and recognition? Are you trying to drive people to an event? If you’re an established business, you may just wish to keep your brand and business in the forefront of your customers’ minds, so a little less exposure will do. If you’re a new business or if you’re promoting timely event, you’ll want as much exposure as you can get for a while.

Budget Takeaway: Your daily billboard budget will often be entirely informed by what kind of exposure you need based on sales, upcoming events, time of year, and more. One of the best things about Blip is that it’s incredibly easy to change your daily budget. This means you can raise and lower your spend as quickly as you need to, making your budget choices less risky and less costly if you over- or under-shoot a ROI-friendly budget.

 

3. OK, so how much do I spend per day?

The great news is that Blip does not require a budget minimum, so you have the power to choose the best budget for your business! .Here are a few more tips we’ve gleaned from behind the scenes to help you through the process.  

  • To start, spend between $10 to $50 per day. (Most of our customers start to see positive results starting at about $10 per day.) With our next-day analytics, you’ll have quick access to your ad performance and return of investment so you can pivot accordingly.
  • Use Blip’s cost estimator tool to help you understand the system and to get a “best guess” for your budget.
  • Remember, you can always change your budget (and schedule) immediately with just a few clicks, so your risk is much lower than with contracted advertising.
  • Check in with your ad performance and budget often. There are no fees for changing your budget or schedules, so you can fine-tune your campaign to your heart’s (and budget’s) content. (Frankly, we think that tweaking the little things is half the fun of digital billboards!)

Transactional VS. Brand Building Ads

For a small or new business, the world of advertising can seem murky and expensive.

Jargon-filled articles that focus on large-scale ad campaigns feel like a burden rather than a help. However, if you understand a few things about the two basic ad types and their functions, it becomes easier to plan and manage advertising for your business.

This article will help you understand the difference between transactional and non-transactional or brand building ads and what type of results to expect from each.

Defining Transactional & Brand Building Ads

In a nutshell, transactional ads are more about the short game of immediate purchases and cash flow, and brand building ads are more about the long game of building name recognition and acquiring long-term customers. Both have their own power, so let’s dig into those definitions a little with examples to better understand how they fit into your business.

Transactional Ad Icon

Transactional Ads

The goal of transactional ads is for customers to have an immediate action or interaction with your business. With these ads, you are trying to get customers to exchange money for goods and services in a relatively short period of time.

An easy way to visualize this is to think about online ads. You place an ad online, a customer clicks on the ad that redirects your website or product page, and (hopefully) that leads to an immediate purchase or a short trip down the conversion funnel.

Online resources like email campaigns, display ads, and social media lend themselves well to transactional advertising. With these ads, it’s easy to see results with clicks or bumps in sales.

The tricky part about transactional ads is that you may get a sale, but that doesn’t mean you’ll get repeat customers. And continually chasing new customers is more expensive than doing business with return customers. That’s where branding and brand building ads come in.

Brand Building Billboard Plumber AdTransactional FB Plumber Ad

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Brand Building Ads

The goal of brand building ads is to build recognition and reputation for your business. These ads aren’t asking customers to purchase up front, rather they “ask” customers to remember your name, services, or products when they have a need.

A good way to visualize this is to think about plumbing (yes, plumbing). You don’t need a plumber everyday, so there’s almost no reason to respond to any sort of transactional ad. But when you have a plumbing emergency, you don’t want to take the time to research plumbers. What you do instead is call the first company you can think of. Since you’ve seen billboards, print ads, and logo-ed vans for “John Smith’s Plumbing” for years, that’s the business you remember and call.

Traditional advertising methods like billboards, television, and radio lend themselves well to branding advertising. With each ad, you can tell parts of the story about your company and how it benefits the customer. Of course, being successful with brand building ads means having a good understanding of your market, customer, company goals, and company persona before you get started. Learn more about what branding can do for your company here.

The tricky part of brand building ads is that it’s harder to track the immediate impact. It can feel like your ad investments aren’t working if you’re not seeing an immediate bump in your numbers. Instead, payoff from good branding comes much further down the road. As your return customers build, you won’t need to spend as much on transactional ads to help inject cash into your business — you will already be the go-to business in the minds of your customers when they have a need.

Transactional and Brand Building Advertising Together

The Bottom Line

Every business will probably have transactional ads through the lifetime of the company. After all, there are always sales to advertise and potential new customers to reach. But if you make a plan to build your brand over time, you will eventually have a customer base that won’t need transactional ads to woo them toward your products or services. Because of branding, these repeat customers already interact with — and perhaps even love — your company without extra incentives. This means that in the long-term you will likely work and spend less on transactional advertising as your business (and bottom line) grows.

Stay tuned to Blip to learn more about branding basics and how to use transactional ads and brand building ads in your business.

Marketing Strategy For Small Business: Learn The 4 Pillars To Build Yours

For many small business owners, the word “marketing” may feel intimidating and expensive. It’s especially overwhelming to think about marketing when only a few people (or maybe just one person) are working hard to keep the doors open. It’s true that marketing for large companies has a lot of moving parts that cost a lot of money, but that doesn’t have to be the case when you build a small business marketing strategy.

The great news is that you don’t need to go back to school, hire a marketer, or spend heaps of money to create a marketing strategy for your small business. Basic marketing concepts are simple, and they will likely stay simple when you apply them to a small business.

In this article, we’ll ditch the marketing jargon and give you easy ways to think about your small business marketing strategy.

Overview

Whether you realize it or not, you’ve already thought about marketing because the goals of marketing and the goals of a business are the same — keeping the customers you have and gaining new customers. Outside of creating a great service or product, what you do to accomplish these goals is marketing.

With a few concepts under your belt, you will soon be able to create an honest to goodness marketing plan that will help you keep your small business running.

The Four Pillars of Marketing

As with any building, even metaphorical ones, all the pieces needed to work together to make a solid structure that can weather the elements. With marketing, there are four pillars working together to hold up the roof of your business. We’ve already touched on two pillars for your small business marketing strategy — gaining and keeping customers — but we’ll go into a bit more depth and these and two others below.

 

1. Keep Existing Customers

Once you start building a customer base, it’s tempting to pay a little less attention to those clients. After all, they already bought or use your product. Since it’s actually less expensive to keep existing customers than get new ones, it’s important to do what you can to keep your current users invested. As a bonus, if your customer base is happy, they’re likely to market for you for free in the form of recommending you to friends, family, and even strangers.

Keeping people happy is all about experience and customer service. And love it or hate it, we live in an increasingly digital world, so it’s smart to go digital to keep your customers happy. One way to do this is to create and consistently update a basic website that clearly states what your product is and how customers can get in contact. Website services like SquareSpaceWordPress, and many more make this an easy process. They have sleek templates and selling interfaces, which means you won’t have to hire someone to build a website. Be sure to include ways for your customers to give feedback as a way to help you grow your business toward actual customer needs and wants.

Learn more about customer retention here.

 

2. Find New Customers

Another easy temptation is to leave all your marketing to word-of-mouth (because hey, it’s free!). This can be a great marketing tool, but it’s also the slowest way to grow a business, which means it often doesn’t work fast enough to keep a new business afloat. This is where more traditional advertising enters the picture. But you don’t have to bust the bank to place ads; it’s more about thoughtful messaging and targeting (see #4 below). Check out some creative ideas here.

When you’re seeking new customers, you may find good use of transactional ads or ads that entice customers to buy right now. For example, if you’re having a sale, you can place ads to announce the sale to get potential new customers in the door. Learn more about transactional ads here.

 

3. Increase Name Recognition

In other words, it’s time to build your brand and take control over how people perceive your business. Your company will have a “vibe” whether you pay attention to brand or not, so you may as well use it as a tool to shape your business. Additionally, a brand makes you memorable. So when someone has a need for your product or services, they’re more likely to think of you first.

Ads also play a role in building a brand, but these ads focus on being memorable over the long-term rather than driving people immediately through your door. With brand ads you’re trying to continually remind people of two things: the fact your product or services exist and what your product or services do for them. Learn more about branding ads here.

 

4. Speak Directly to Customers

When you get to know your customer base, you’ll be able to figure out where your ads and other marketing efforts will be most effective. If they’re commuters, outdoor ads and billboards might be key; if they’re young parents, active and maintained Facebook and Instagram accounts might be better tools. Remember that you don’t necessarily need to have accounts on every social media channel or use every type of advertising available to you. Instead, focus on where your ads and social media presence will have the best affect, and then tailor your messaging specifically to your customers. Learn more about targeting your market and messaging here.

When you decide to take the plunge into creating ads for your business, Blip can help! Visit our website to learn how any small business can afford billboard ads.

Build Your Brand Name To Beef Up Your Bottom Line

 

In the marketing world, branding is the protein and advertising is the carbs

In a rush to drive more sales, many business owners do what only seems natural — discount their products and services to entice customers to buy… right now. And while this may seem to make perfect sense, it’s much the equivalent of consuming a steady diet of sugar to give your body more energy. This strategy works in the short run and fails miserably over time. On the other hand, branding is like eating a solid protein meal, not the rush of a big sale, but better for your bottom line over time. So what makes branding the better strategy?

As the former owner of a full-service advertising agency, I saw the desperation of business owners, needing to drive sales, pay extraordinary amounts of money to push customers to their doors. Not only was it expensive to advertise, the ads also had to promise some sort of discount, creating a double whammy to the profit line… advertising expense and products discounts.

The thinking went like this, “If we can get lots of customers to try us out at a cheap price, then they’ll come back later and pay full price.” The only problem with that theory was that it rarely worked. In reality, the transactional sales ad (the “sugar”) created a short-term bump in sales, but at the same time, taught customers that the real value of the product or service was the savings. In some perverse equation, it did the opposite of what it was intended to do, it turned the business into a commodity, one that’s based on lowest price takes all.

The flip side of this sugar addiction is building your company’s brand image. Branding is owning a position in your customer’s mind. This might be safety, efficiency, convenience, performance, prestige, quality, etc. These are attributes that every customer wants, maybe not today and right this second, but in time. Ask yourself this question, “Do you want a cheap car or a safe car?” Given the choice, most consumers want the positive benefit of a product or service, not the savings. Customers want a solution to their problems, not $10 off.

That’s why you rarely see Apple products with massive discounts, or Volvos being blown out this weekend only. Or Rolex watches, buy one get one free. They have all managed to brand their business, to own a desirable quality, from cool innovation, to safety to social status. And the beauty of this strategy is that customers will always pay more for benefits than features.

As a company naming and branding firm, we now promote clarity, helping clients get their story straight. Clarity is much more valuable than “naming.” There are dozens of crowdsourcing sites that will sling names out for next to nothing, but clients will pay a premium for brand identities that give them a clear, concise, and compelling image.

When we first named and marketed Mt. Washmore, an express tunnel car wash in the Tampa Bay market, we offered car washes for as little as $1. Traffic was sightly up while we ran the promotion but then dropped right after the offer ended. We finally went back to promoting the quality, service, and benefits of the wash, getting a superior wash and wax from a friendly staff. Our numbers steadily grew over time, with no discounts, and happier customers. We quit training our customers to only come for sales, and to see the value of trained professional workers providing a top quality wash from a state-of-the-art facility.

The brand message? Mt. Washmore… it’s a total “rush!”

We sold the experience, not the discount. We kept it short and sweet. And we saw a significant increase in our positive 5-star ratings on Google local business. The give-a-way strategy did just that… gave away profits and attracted disgruntled customers expecting something for nothing. To add insult to injury we paid for the $1 car wash ads, further eroding the bottom line.

What is it about your business that is unique and separates you from the competition? Can you summarize it into one short, punchy and memorable line? Here are some examples that we have created:

ParkPlace — The Ultimate Garage Space

Big Earth Supply — Our Name Speaks Volumes

Spruce Maintenance — The Everclean Company

CalmCoyote — Taming Wild Skin

StreetKing — Rule the Road

The purpose of these slogans is to position your company in your own industry. Instead of telling them what you do (e.g. Midtown Seafood… 10% off seafood every Tuesday) tell them how you do what you do (Midtown Seafood… Voted Freshest 5 Straight Years!)

By branding and positioning your company around your core attributes, you will embed your message in your customer’s mind and train them to call you for what you do best. That makes for a happier customer, better margins, and repeat business. That’s building a more muscular brand based on “protein” rather than a skinny business surviving on sugar.

Stop Siloing Your Marketing Channels

Once upon a time, there was a small business owner named Sue. Sue was trying to grow her business, so she dutifully placed ads on Facebook every time she had a sale. She was always pleased as punch to see an uptick in transactions, but the uptick never seemed to last.

Once each ad run ended, transactions dropped once more to where they were before. She had a great product that her current customers loved, so she couldn’t understand why her business wasn’t growing. “What am I doing wrong?” she pondered. “Am I cursed to be in this loop forever?”

***

If Sue’s transactional ad loop problem sounds familiar, you are in the right place to find a happily ever after by improving your marketing strategy. Sue only had half a plan in place, but you can create a better solution. It’s time to build marketing strategy that places cohesive ads in several marketing channels so you can grow your bottom line.

Step One: Understand the Influence Chain

When you start working on a bigger marketing strategy, it’s important to think about how advertising works in a series of customer touches. As this comic from Marketoonist illustrates, a cohesive but diverse ad campaign is a chain of related ads that continually influence a customer until they tip over the edge into conversion. The mistake the manager makes is that she sees the end result and does not consider how the customer got there.

Here’s another way to look at it. Studies show that it takes six to eight touches for a customer to convert. But if those touches are all from the same marketing channel, you’re effectively putting all your eggs in one basket. If your target customer doesn’t find that basket (six to eight times), you probably won’t get the transactional results and return on investment you were looking for.

They key is to strategically diversify both your ads and marketing channels. When you do this successfully, you’re essentially laying out easy-to-follow steps that work together to lead customers to the end of the conversion funnel.

 

Step Two: Diversify Your Ad Types

There are two main categories for ads: transactional and brand-building. Transactional ads are an expense. Used alone they are directed toward the short-term goal of getting people to your doorstep immediately to infuse short spurts in revenue into your business. This is a good thing, but it becomes expensive and unsustainable to use only transactional ads in the long-term. But if you include branding in your marketing strategy, you’ll eventually use transactional ads less and less while getting a better ROI when you do use them.

Brand-building ads are a medium- to long-term investment that supports your advertising goals. They are directed toward the long-term strategy of building a customer base and repeat transactions. Branding messages tell the story of your business and give it a personality with human characteristics such as “trustworthy,” “safe,” or “friendly.” They say something about the value your product or service offers and how you can solve a customer’s problem—and solving problems is the kind of reputation that results in return customers.

You need both types of messaging as you grow a business—one to push customers immediately toward purchasing, and the other to continue the slower but important work of growing your customer base and your bottom line.

 

 

Step Three: Diversify Your Marketing Channels

Types of ads aren’t the only place to diversify; you also need to find several ways to deliver your ad content. For most business, choosing only one marketing medium means you’re taking the risk that your target customer may not consume your ads enough to convert. And if your single channel of choice is online ads, you may face an algorithm problem that results in overexposure. (We’ve all clicked on those articles that show the same ad all the way down the page.)

Think about how many different types of marketing channels you see every day: TV and radio commercials, direct mail flyers, billboards, display ads, social media posts, magazines, emails, and many more. When you target several ways to deliver ads, getting those six to eight conversion touches to the right people becomes much more likely and faster.

 

Step Four: Keep Your Diversity Cohesive

Now that you’ve diversified channels, it’s important to not silo them again, and that all comes down to cohesive messaging. Peppering random ads in different channels may up your ROI to some degree, but making a cohesive plan for your marketing strategy can deliver better results. To be effective, each ad must be slightly different in design and format in their respective marketing channels, but all your ads can be made cohesive through messaging and branding.

Whatever your messaging may be, remember that transactional ads and brand-building ads are co-influential. For example, once people are familiar with your company through brand-building ads, they are more likely to convert on a transactional ad. Meaning your transactional ads turn into the culmination of a cohesive advertising strategy and will become more effective over time. And when your transactional ads become more effective, you will eventually start spending less on advertising while getting a better ROI.

The moral of Sue’s story is that half a marketing plan will get you paid for a day, but a robust, cohesive, and diverse marketing plan will build your business for many days to come.

Brands With Staying Power

Brands With Staying Power

Have you ever heard of Nike? What about Levi’s, Coca-Cola, or Apple?

These brands are recognized by nearly everyone, everywhere.

The names, logos, and colors of distinguished brands are so ingrained in our brains, that we can’t imagine ourselves forgetting these companies or products anytime soon. So how can you become instantly recognizable to your target market? The following are three strategies that some of the most recognized businesses have used to become brands with staying power.

Develop a clear authentic voice.

The Authentic Brand Index (ABI) has shown that the stronger a brand’s perceived authenticity, the more likely people are to be loyal ambassadors and life-long customers for that brand. Maintain your core identity and authenticity by defining and living your mission statement. The ‘why’ of your message will 9x/10 resonate more powerfully than the ‘what.’

Example: Levi’s has been a leader in the denim industry for over 150 years. From Woodstock to Snoop Dogg, Levi’s has dressed celebrities, Presidents, and thousands of others who connect to the genuine, raw, and relatable lifestyle embodied in the Levi’s brand. “People’s lives are getting crazy,” says James Curleigh, CEO of Levi’s, “Technology and entertainment are going at breakneck speeds, but the offset of that is what? Authenticity. And no one can deliver it better than Levi’s.”

Meet your customers where they are.

What imagery would your target audience be excited for? How can your language and tone choices help create conversations and community? In a time where there are practically limitless options, people are drawn towards brands with stories, unique perspectives, clear missions, and engaging identities.

Example: Glossier “[is] a place they want to come and engage with and by not trying to sell things you end up selling things, because people relate to you and feel part of what you’re doing. They want to take away that memory.”

Create strategic marketing channels.

Blue Apron rules the podcast advertising world. Proctor & Gamble win with television advertising & Squarespace has found their niche with online video advertising. Think about the channels that you are not yet using. Is there a reason why? Expanding your current marketing mix can be an effective way to broaden your reach and your perceived credibility.

Example: GoPro is a prime example of using a certain channel to strategically tell your message in a unique way. By inspiring and sharing user-generated content (UGC), GoPro has powerfully told the stories of their tribe, meanwhile portraying their product in a really authentic way.

Remember that big brands had to start where you are today. As you develop an authentic voice, connect in meaningful ways with your audience, and embrace the right marketing channels, you will grow your brand equity and become a brand worthy of staying long into the future.

Final Courtesy Reminder of TODAY’S Tax-Savings Briefing

Last-minute reminder, howard,

TODAY, SUNDAY evening 7/14 I will present
a brand-new live web briefing called……

How to CASH-IN on HUGE TAX-SAVINGS
       Approved SPECIFICALLY for 
       SMALL-BUSINESS OWNERS

It is intended to produce a specific benefit to
each of three different types of people:

1. PROSPECTS – People who do NOT currently
have a home-based business (HBB), will learn
that they are LOSING out on 3-5 THOUSAND
DOLLARS worth of tax deductions that are
available ONLY to people who run a small-business.

TAKEAWAY: Get into a HBB now so you can 
   STOP OVERPAYING your Taxes by $3K-$5K.

2. PASSIVE” HBB OWNERS – People who are
engaged in an “activity” that does (or has the
potential to) produce income and profit, but are
NOT operating it in a way that would qualify for
the special small-business tax deductions – –
BUT they COULD qualify IF they made some
relatively minor adjustments that would enable
them to meet the IRS qualifications of small-
business owners – which could slash their taxes
by thousands, starting this year!

TAKEAWAY: You are so close to qualifying
   to SLASH your TAXES by $3K-$5K or more.
Do just three things, and you are there!
(a) Work your business a min. of 4-5 hrs/week
(b) Show you have a profit intent.
(c) Keep the required records.

3. “ACTIVE” HBB OWNERS – These are people
(maybe you?) who are already actively operating
a small business or home-based business, BUT
are not aware of, or not cashing-in on all of the
small-business tax-savings benefits they already
qualify for and deserve – ESPECIALLY the BIG NEW
one passed into law just last year.

TAKEAWAY: You are OVERPAYING your TAXES
   by $3-5K per year simply due to lack of information
   about some deductions you already qualify for, but
   just haven’t heard about – until now!

SHOULD YOU ATTEND?

Probably yes, but only IF either –

(a) You, personally, can identify with any
one of these three categories, and/or if…

(b) You have downline or teammates who are
“not actively working their business,” and/or if

(c) You personally, are in category 3.

REGISTRATION DETAILS:

DATE: TODAY, SUNDAY, July 14, 2019
TIME: 6pm PST, 7pm MST, 8pm CST, 9pm EST
TUITION: Free
LENGTH: About 45 min.
TO REGISTER: Click HERE

GET THESE FREE GIFTS
JUST FOR REGISTERING:

Just for registering – even if you are unable to
attend – you will receive:

– FREE lifetime subscription to early-alert notices
called: “Tax Tips You Can Bank On”

– 1-page Recruiting Tool called: “10 Tax-Savings 
Reasons to Start a Home-Based Business”

– Access to the webinar recording in case you
couldn’t attend, or if you did attend, you want
to send it to others who need this info, but who
did not attend tonight’s briefing.

All 3 gifts are yours just for registering, but be sure
to attend the live webinar TONIGHT to get this
tax-savings information PLUS get three additional
surprise bonuses you will get only if you do attend
Sunday’s live web briefing.

Will I see you THIS EVENING??

Creating Tax-Smart Small-Business Owners,
Dr. Ron Mueller, MBA, Ph.D.
Author, Speaker & Small-Business Tax Coach

P.S.
Currently we are NOT planning to repeat this
web briefing. Please don’t miss it TONIGHT.
Register NOW: Click HERE.