Here at Newman Grace, we’ve often spoken of “leadership marketing.” What do we mean?
Simply put, when you begin to market like a leader, it’s one of the first steps to becoming a leader. Remember that in marketing, perception is far greater than reality. If you aren’t the number one brand in your market, but people begin thinking you are, and you deliver on your brand promises, people will begin seeing you as a leader.
Apple is a classic example. In a recent research study I did on student brand perspectives, I found that a majority of college students believed Apple to be the largest manufacturer of computers. Not so. They’re #4. Number one (HP) is nearly 4 times larger. Number two (Dell) is right behind HP. They’re both 26+% of the PC market. Apple has around 7-9%, depending upon which study you read.
The point is that they are perceived as a leader.
Which brings me to the main point. In my last blog, I mentioned that brands growing in brand metrics have done a good job of getting customers to align themselves with the brand’s vision and values. We the second key characteristics of brands growing in awareness and preference is that they are perceived as leaders, innovators, or inventors. If they were actually leaders or innovators or inventors is far less important than if they are perceived that way.
The reality of a good brand will help you keep customers, but the perception of a good brand will do a lot more to help you get new customers.
Stay tuned for the upcoming third and final key to today’s growing brands!
Okay, everyone. We made it through 2009. It’s a year many of us are glad to see go. We’ve learned some hard lessons. And we’re still licking a few wounds.
So where do we go from here? I’m here to tell you THIS IS THE YEAR TO ACT! History shows us that those who are proactive (marketing-wise) coming out of recessions profit the most.
What can you do? What should you do? Here are three tips…
1) SPEND ACCORDINGLY
B2B Magazine’s latest survey says marketing spending will go way up compared to last year. Granted, it was way down last year, but the point is still the same. Assume competitors are looking to increase their spending.
2) FOCUS YOUR MESSAGE
As the business marketing place gets cluttered, focused messages are the ones that get through. Be bold, be memorable, and be consistent with your messaging.
3) LEVERAGE ALL MEDIA
While traditional advertising spending is down, other areas are on the rise. Even the smallest companies need to pay attention to their websites, SEO, and social media. You need to integrate PR, event marketing, and promotions. Focus your message, but shout it out in various media.
As you move forward in 2010, put some thought and effort into your marketing and branding efforts. As we like to say at Newman Grace, “If you don’t look after your brand, no one else will, either.”