Brand Name and Celebrity Image to promote business

Modern Marketing needs more than just developing a product, pricing it attractively and making it accessible in splendor shopping malls. Now a day’s, marketing is one step ahead than it was earlier. It needs to communicate with common people, address their inner fantasy world and attempt to inform consumers that your product (brand) is their ultimate choice. Many companies use known or unknown people to convey their message but how a message is delivered has a greater impact on consumers than the Brand name itself. Messages delivered by media icons or popular sources mostly achieve higher attention and recall that is why advertisers often use celebrities as their brand representative or spokespeople.

Brands are considered to have personalities and identified the characteristics like sincerity, excitement, competence, sophistication, ruggedness and zealous and consumers are likely to choose brands whose personalities match their own. So the choice of celebrity is critical that who is going to represent which specific brand. The celebrity must have high recognition, extremely positive high profile, immense likeability and high appropriateness to the product. For example, any sports personality has high recognition but due to involvement in drugs and rude behavior they have negative affect among youth and other groups. Similarly, many media images like Brad Pitt, Sindey Crafford, Britney Spears, Tom Cruise, Amir Khan, Shahrukh Khan, Amitabh Bachchan, Brett Lee and Ronaldino are successfully endorsing a large number of products because they have extremely high positive rankings in recognition and likeability.

Athletes and Sports Personalities usually endorse sporty apparels, shoes, blazers, sport products and sports companies, health and energy drinks. Media icons represent brands that are sophisticated, mild, and create fantasy like designer dresses, watches, cosmetics and fragrances. The known personalities (Celebrities) do not always cast a successful promotion of a specific brand to position in public mind. For example, if someone has a high liking towards a personality but not towards that brand to which he is endorsing, a two way effect can occur, either, the consumer will end up liking that celebrity a bit less or start liking that brand a bit more. But if that person will see his favorite celebrity continuously attached in praising other dislike brands, he or she will eventually develop a negative image of the celebrity and maintains the negative attitudes towards the brand.

According to an expert, a number of companies also use a specific personality to overcome the crisis if their brand faces at some point in time. Because, celebrities have an assuring personalities and they can give a positive reputation to that tangible product.

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UK Wholesale Suppliers

The importance of Marketing Relevance

Not more than a decade ago, marketing was considered a relatively simple job, however with ever growing competition and consumers becoming more and more ad averse, marketing is turning out to be a job that leaves you pulling your hairs in frustration, every now and then. At times, it seems that you had left no stone unturned in your efforts to make more sales and still, you keep falling short of the target. Terms like ROI, targeted marketing or marketing relevancy are much weightier than they used to be, and the business owners and company directors are now capable of differentiating between the effective marketing and mere boondoggles by their marketing personals. On the other hand, customers are getting increasingly irritated by the manner businesses have bombarded the digital or print media with their ads, as a result they have gradually developed a tendency to skip any advertising material, come what may.

To cut the long story short, any advertisement that is not relevant will be rejected by the customer, straight away. Imagine that, an outright rejection, which can be regarded as an absolute failure for the marketing department. Therefore, spending time on marketing relevancy is as important as working on the idea and presentation of the ad (even more in many cases). For the reason that a brilliant idea will be wasted, in case the ads do not appear at the right place and at the right time. It applies on all types of marketing, namely online marketing (email marketing, pay per click advertisements or pop up banners), ads in electronic media (Radio & Television channels) or print media (newspapers and magazines).

Online marketing is much more efficient in this scenario, seeing that it provides the marketers with much more control over the display and exposure of their ads. You can spend bucket loads of dollars on sponsoring some of the most viewed TV shows and still more than half of the viewers would downrightly ignore the commercials. Why? Because they are in no mood to ponder over some buying decision in their leisure time, for example if some life insurance ad appears during a football match (viewers will be in a different state of mind altogether, because of the nature of the show). However, online marketing allows you to take help from useful data like search patterns or bouncing rate through different sources, enabling you to keep an eye on your marketing effectiveness throughout the time.

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Marketing for small businesses with low budget

If you are running a small/home based business, you are supposed to be low on budget. That's quite obvious; consider it an advantage or disadvantage, but small or home-run businesses can't spend fortunes on marketing that is not generating sales in real time. For this type of enterprises, this is just so important to ensure some return on all investments they make on marketing. Small businesses do not have the funds for unproductive marketing; they need sales to keep up. In this regard, first advice and the most important one as well, do some research and make sure that the product you are going to offer is already in demand. Remember, if you fail to do this, you are most probably in for a disaster.

Choose a market segment and stick to your niche market:

Targeting the whole market may sound more lucrative but that's not practical for small businesses, at all. They do not have resources, funds or skills for that kind of penetration, for them the best option is to choose a particular segment and design their products in line with this segment's needs and requirements. Remember, by choosing and serving some specific segment of the market, you can effectively kill half of the competition, straight away.

Be consistent and steady:

Don't judge the success of your marketing campaign on day to day basis, some days your cold calls, promotional e-mails or other marketing attempts may generate lots of leads, while on other days you'll find yourself not up to snuff. But you need to be consistent and patient, especially when the times are tough like recent economic crisis. Keep a note of your conversion rate, work extremely hard to put the required finishing touches if your conversion rate is somewhat below average. You can boost it up by working on minor things like your landing page copy or improving the quality of your follow-up calls.

Internet & Social Media Marketing:

Internet can prove to be a stroke of luck for small businesses, in particular with the inception and growth of social media networks. For many small businesses, Internet and social networking websites can prove to be so effective that ignoring them should be declared a crime, for their own betterment. Using these social networks and social media websites, with a little creativity can produce unbelievable results, and the best part is that it won't cost you a dime, as long as you can come up with something interesting, informative and valuable to share with your targeted customers.

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UK Wholesalers