Advertising Newspapers, magazines, radio, internet, television, yellow pages, direct mail Analyze the strengths & weaknesses of the medium Which medium will target your customers? What is your advertising budget? What is the cost per million (CPM)?
Publicity Articles in newspaper Interview on radio or television Coverable events Newsletters White papers Speaking engagements & white papers Volunteer (boards & local committees) FREE, powerful, hard to control
Blowing the branding: Bad names Alu-Fanny foil wrap (France) Atum Bom tuna (Portugal) Happy End toilet paper (Germany) Pschitt lemonade (France) Zit lemonade (Germany) Clairol, a hair products company, introduced the "Mist Stick", a curling iron, into Germany only to find out that, in German, “mist” is slang for manure.
Lost in Translation Electrolux, a Scandinavian vacuum manufacturer, used this ad in the U.S.: "Nothing sucks like an Electrolux." The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. Their Spanish translation read: "Are you lactating?" In Italy, a campaign for "Schweppes Tonic Water" translated the name into the much less thirst quenching "Schweppes Toilet Water."
Lost in Translation Ke-ke-ken-la The name Coca-Cola in China was first rendered as Ke-ke-ken-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect. ko-kou-ko-le Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, ko-kou-ko-le, which can be loosely translated as "happiness in the mouth."
The ABC’s of Good Branding C Is for Consistency and Clarity
Keep monitoring your marketing to make sure that your images, messages, and value stay consistent!
Tips for Creating a Logo Must be resizable: make sure it still looks good when size is reduced Must look good in black & white as well as in color Choose type carefully: must be able to read when small; use only one font (no more than two) Keep it Simple Recognizable from different angles Must relate to the business or product
Excellent Logo – the Nike Swoosh ResizableResizable SimpleSimple Recognizable from any angleRecognizable from any angle Looks good in any color and black & whiteLooks good in any color and black & white Makes you think of speed and things being “right” (check mark)Makes you think of speed and things being “right” (check mark)
Tips for Creating a Slogan Keep it short and simple. (No more than 10 words.) Make it memorable. (Puts a picture in your mind.) Explains what you do and how it benefits the customer. Ask yourself what you want the customer to remember about your business. Use keywords for your business; use thesaurus. Be creative! Get input from others. Make several and ask which is best.
Excellent Slogans “ Betcha can ’ t eat just one. ” – Lay ’ s “ Breakfast of Champions ” – Wheaties “ Have it your way. ” – Burger King “ Just Do It ” – Nike “ You ’ re in good hands with Allstate. ” – Allstate Insurance Company “ I ’ m Loving It ” – McDonald ’ s “ Eat fresh ” – Subway