Tag Archives: marketing

The Most Interesting Jam in the World

Thanksgiving is only a couple days away and Christmas is right around the corner so what does that mean?

Food piled so high you can’t see the person across from you, family and friends singing terribly off key (except for the one voice that happens to not be tone-deaf), air so cold you contemplate hibernation and the best thing of all – holiday marketing.

Marketing tends to get in the holiday spirit much like the rest of us. Images and sounds begin to reflect the season of cheer and marketing begins to not feel so much like, well, marketing. One new trend that has made this possible is cause marketing – but doesn’t all marketing serve a cause? Marketing has a purpose, cause marketing is something completely different.

The purpose of marketing is to increase sales.

According to Mary Plessas of the Presidio Graduate School:

“Cause marketing is when a for-profit company teams with a non-profit organization. The for-profit company benefits by generating goodwill and the non-profit benefits by increasing awareness and, usually, raising funds.”

A good example of cause marketing is being run by Dos Equis and “The Most Interesting Man in the World”. The company has partnered with The Wombat Foundation, an organization dedicated to thwarting extinction of the hairy-nosed wombat species.  That sounds like a pretty good cause – “The Most Interesting Man in the World” helping out one of the most interesting species in the world, but how?

The Most Interesting Man in the World is more than a philanthropist, he happens to also be a jam maker. This isn’t your ordinary jam; unless you make jam with grasshoppers in Thai herbs, Cuban oregano, gold dust, apples, sugar and apple cider vinegar.

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The jars of the most interesting jam in the world will be put up for auction on eBay with all funds raised being donated to The Wombat Foundation.

We may not be able to appreciate the grasshoppers in Thai herbs…yet, but we can appreciate the thought behind the campaign. The marketing serves a cause that aligns with the corporate image. Another similar campaign is being run between Coca-Cola and the World Wildlife Foundation in an attempt to help preserve the habitats of polar bears.

Any company has the ability to use cause marketing this time of year, just remember to have it align with your marketing strategy. Partnering with an organization may seem like a nice cause but it should still serve a purpose.

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The Best Part of Waking Up is Folger’s in Your Cup!

While sipping my daily cup of coffee and thinking about what to write for this week’s Flashback Friday blog post, the memory of old coffee advertisements from the 80s and 90s came to my head. Just like millions of other people across the country, I started thinking of that memorable Folgers jingle sung over and over in various ways but always to the same melody.

Founded in 1850, The Pioneer Steam Coffee and Spice Mills was bought out by James A. Folger 22 years later, and the Folgers Coffee brand was developed. Over the course of time, their advertisement campaigns spread across the country making their coffee the top selling brand in the United States.

Although Folgers has been around for over 150 years, the catchy jingle that everyone seems to know wasn’t created until 1984. Composed by Leslie Pearl, this tune has been re-sung over and over again by musicians such as Randy Travis, Aretha Franklin and Rockapella in the styles of jazz, folk, gospel, R &B, country, Celtic and a cappella. What is so great about this jingle is that no matter if you’ve heard it once or one hundred times in your life, the minute you see the words written, you can’t help but hum the song in your head. In fact, for the past 27 years “The Best Part of Waking Up” has been the slogan used in almost every advertisement created by Folgers.

Whether it’s Folgers or some other brand of coffee, having that boost of energy in the morning is and always will be one of my motivators to get out of bed in the morning and is truly the best part of waking up.

Below, I have included a flashback to 1984 with one of the first Folgers commercials using their jingle and slogan that would forever brand their company. Do you remember this?

Who are you?

Do you know who you are?

Strange rhetorical question, right?  But as a business owner, can you legitimately answer this question?  What is your business known for, and what do you do different and better than your competition?  I’ve worked with hundreds of businesses in a wide variety of industries, and it’s amazing how many businesses have different logos on sales collateral, two separate tag lines on their website and brochure, or even messaging that is inconsistent with why they are different.

In order to remain profitable as a business or capture a larger market share, it is absolutely necessary to develop a single message and unique selling point to distinguish your services or products from that of your competition.  Simply put, a unique selling point is the answer to the question, “Why should I buy from you?” If your company has yet to develop one, it’s important that you follow three key steps of brand positioning:


Step One: Understand your target audience’s perception of your industry and brand.

We recently tackled the process of brand positioning with one of our clients, Advanced Roofing Specialists (ARS).  Most homeowners have either dealt with or heard horror stories pertaining to “roofers”.  There is a stereotype out there that a crew of guys will show up with no shirt on, dump the materials in your yard, trample over your lawn and flowers, leave scraps of shingles and nails scattered throughout your yard, and get the job done when they get around to it.

With the current state of the economy, many people are trying to pinch pennies, and “fly by night” roofers are getting more consideration for jobs than they justifiably should.

 

Step Two: Determine how you want your brand to be perceived.

Advanced Roofing Specialists has a very experienced crew that pride themselves on professionalism, cleanliness, and doing the job right the first time. With over 50 years of collective experience, full insurance to cover any unlikely but potential issues, and an obsession with being prompt, ARS is the exception to the roofing industry, not the rule.

So, who is Advanced Roofing Specialists, and how can they combat the cheap guys without any insurance that don’t stand behind their work?

We needed to think about what means the most to people that need a new roof and what motivates them to use one company over another.

Who is Advanced Roofing Specialists?  They are a company driven on providing long term, high quality roofing with a promise of prompt service throughout the roofing process and long after.

I have a hunch that a lot of people out there associate these words “cost” and “price” with the same meaning, but I promise you they are worlds apart!  Let’s say I have a budget for a used car of $18,000 and have my eye on a certain type of car. I find one on Craig’s List for $15,000 when most others are between $17,000 and $20,000.  It’s a great price on the surface but let’s talk about the potential costs involved.  Initially, I’ll save $3,000 on the purchase price — which is fantastic!  After doing further research, I learn this highly discounted price has gotten in three accidents, has three different types of tires on it, has never had an oil change, and has a small chip in the windshield.  Now let’s add up the potential costs:  $1500 for new tires, $750 for new rims, $1100 for a new radiator that was cracked in one of the accidents, and a new windshield costing $650, all within 6 months of purchase.  Your PRICE was $15,000 but your COST was $15,000 plus $4,000 (and that was only in the first 6 months of owning the vehicle).  Don’t you think it would’ve made more sense to buy one of the more “expensive” vehicles for $18,000 and saved yourself a lot of time, money, and anger?

This same battle of COST vs. PRICE is something we want to highlight with Advanced Roofing Specialists.  Although the price of partnering with ARS may be higher than some estimates, there is no doubt that the cost will be much less in the long term, both monetarily and in saving time.

 

Step Three: Implement messaging into marketing and sales pitch

Our research and brainstorming by our amazing staff at BPM led us to the tagline of “Raising the roofing standards, so you don’t have to worry” which has been implemented into their advertising and marketing materials. ARS’ sales team has also been instructed on how to better communicate the value in ARS while talking with potential customers. Check out ARS online at www.roofinggreenbay.com.

 

If your business needs help determining who you really are, give us a call and let’s talk. Brand positioning is both fun and rewarding!

QR Code? What’s That?

BPM Likify QR Code

Scan this to "Like" our Facebook!

For those that scanned a QR code from Facebook, welcome to the Baer Performance Marketing Blog! Now to keep the “StumbleUpon-ing” theme going, try scanning this QR code and see where it takes you!

Quick read codes, also known as a QR code, are fancy barcodes that help people link, share, call, and text things quicker. Why is that a big deal? Because BPM is now onboard the QR code train, and it’s moving quickly. Keep your eyes glued on our blog, Facebook, Twitter, LinkedIn, and website to see what we do next.

All aboard! The BPM QR train is leaving the station.