Dwayne Wade of the Miami Heat is a marketer's dream. He's a three-time All-Star and MVP in just 4 years in the league. He's been named Sports Illustrated "Sportsman of the Year" in 2006. He's landed endorsement deals with Converse, Gatorade, Lincoln, Staples and T-Mobile.
But what marketers really love about Wade is his brand identity. Hip and charismatic. No tattoos or urban attitude. And he's a family man.
How do you build a mega-brand like Wade? Follow 6 mini-concepts that make your brand distinctive and direct all your marketing efforts:
Concept #1:
Know Your Product Inside and Out. Buiding a brand is like making your own little Frankenstein. It has a name, representation, loyalists, non-loyalists, icons, steps to obtaining, and feelings along the way. The more "personality" you give to your brand, the quicker and better it will sell. In Lincoln automobile ads featuring Wade, he helps kids who play ball without physically playing.
Concept #2:
Uncover Your Point of Difference. This is that one, elusive trait that so many businesses never find. It instantly sets you apart from your competition. It is what your best customers want. It will bring sales home to you like a faithful dog. Wade is known foremost for his level-headedness; a current Gatorade ad takes you through the mental obstacles that face him on the court.
Concept #3:
Discover Your Core Target Audience. These are the people that make you want to come into work every day. They're the most likely to buy your product; they're the most likely to fuel your soul. Wade's core target is young adults age 16 - 24; his marketing relationships will reflect this.
Concept #4:
Collaborate from the Heart. Marketing partnerships can be very powerful. And they can be very damaging. Align your brand with brands that deserve to be seen with you, and you will have a brand you can brag about. Converse is not the largest shoe manufacturer; Wade endorses Converse because he loves their shoes.
Concept #5:
Collaborate Using Your Imagination. You know your favorite brands; now make sure they make sense for your business. Think: what other companies have the same core target audience, but are not direct competitors? T-Mobile is an NBA sponsor, allowing its brand and its spokesperson, Wade, to be featured in trademarked NBA gear — a 3-way calling.
Concept #6:
Leverage Media. Depending on your type of business, be sure to consider all media options — from buying advertising on bus sides to submitting articles in trade publications to blogging. Are there ways you can leverage several media outlets at once? Absolutely! Google is creating an online community for Wade that goes beyond traditional, independent web sites to a Wade-branded "portal site" that offers several capabilities (like web searches, customized promo messages, and sports feeds) to his loyalists.
Obviously building a brand requires steps within these 6 concepts. But when tackled one by one, these steps are simple, empowering and create a big picture for your aspiring mega-brand and its marketing. Need help building your brand? Email us today at info@boostyourbottomline.com
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com
Wednesday, February 21, 2007
Wednesday, February 14, 2007
Valentine's Day is the PERFECT Excuse for Customer Appreciation
We love Valentine's Day, not only as a day to express our appreciation to our loved ones, but also as a day to show appreciation to our loyal customers and valued colleagues. After all, they are the people who fill our working hours with creativity, joy and satisfaction. And so on this Valentine's Day, we're tapping into one of our favorite virtual card providers, jacquielawson.com, to send our sincere note of appreciation. We go through card after animated card to find just the right one for that special person. A waste of time? While it would be faster to select one and send a mass distribution, that's just not our style. Part of the joy of showing appreciation is finding the perfect card. Do use this day to show your appreciation and touch that special customer or colleague. Think about the extraordinary connection you are nurturing and the joy of that long-term relationship. Happy Valentine's Day!
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE OR BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your FR*EE tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE OR BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your FR*EE tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
Monday, February 12, 2007
How A Cross Country Ski Race Gets TONS of FREE Publicity
It's that time of the year when I'm spending countless hours pitching story ideas to television stations, newspapers, magazines and web publications. In this case it's all related to promoting the 34th annual American Birkebeiner, the largest cross country ski race in North America. More than 9,000 skiers and 15,000 spectators descend upon Cable and Hayward, Wisconsin to be part of the 3-day event that culminates with the 51-kilometer race.
You'd think it would be easy to get reporters on board to cover the plethora of human interest stories, the Ski for the Cure program, the challenge of training for a long-distance event during an El Nino year, and on and on.
Sometimes it is easy. More often than not, however, I'm up against shrinking budgets and staff cutbacks. No doubt you are discovering the same challenges as you launch and conduct your own publicity campaigns.
What's the solution?
1. Print: When it comes to newspapers and magazines, you'll not only need to pitch a story idea to a busy editor, you'll likely have to write the story and provide photos. I can already hear you saying, "If the editor likes my idea, why do I have to do HIS/HER job?" It's the reality of getting featured in the news today, so get to work learning how to write a balanced article that's tailored to a particular publication. Know the medium; know the editors; know the audience. Meet their needs and you'll find yourself consistently getting free publicity.
2. Online: When you write a story for a print publication, leverage your efforts by submitting it to online publications as well. The great news about getting published online is that your article, once posted, usually lives online forever. Again, know the medium; know the editors; know the audience. Remember to post your article to your own online Newsroom as well.
3. Television: It's a challenge to get television crews on site so do your homework ahead of time. Identify your hook, practice your pitch, and follow up with a well-written, succinct release that shows the producer how your story idea is the perfect match for their station, program and audience. Help them do their job by supplying contact information of folks who would be interesting interviewees, and, if you're lucky enough to have b-roll footage formatted for broadcast media, send it on.
Getting your message into the hands of the right media is well worth the time and effort. When you give editors newsworthy stories on a silver platter, you are helping them meet their deadlines, fill their pages or air time, and maintain the interest of their readers and viewers. You'll also find yourself being featured regularly.
Not sure how to come up with a big buzz idea, pitch a story or write a news release? Click here to learn Power PR strategies that will take your business to a whole new level.
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE OR BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your FR*EE tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
You'd think it would be easy to get reporters on board to cover the plethora of human interest stories, the Ski for the Cure program, the challenge of training for a long-distance event during an El Nino year, and on and on.
Sometimes it is easy. More often than not, however, I'm up against shrinking budgets and staff cutbacks. No doubt you are discovering the same challenges as you launch and conduct your own publicity campaigns.
What's the solution?
1. Print: When it comes to newspapers and magazines, you'll not only need to pitch a story idea to a busy editor, you'll likely have to write the story and provide photos. I can already hear you saying, "If the editor likes my idea, why do I have to do HIS/HER job?" It's the reality of getting featured in the news today, so get to work learning how to write a balanced article that's tailored to a particular publication. Know the medium; know the editors; know the audience. Meet their needs and you'll find yourself consistently getting free publicity.
2. Online: When you write a story for a print publication, leverage your efforts by submitting it to online publications as well. The great news about getting published online is that your article, once posted, usually lives online forever. Again, know the medium; know the editors; know the audience. Remember to post your article to your own online Newsroom as well.
3. Television: It's a challenge to get television crews on site so do your homework ahead of time. Identify your hook, practice your pitch, and follow up with a well-written, succinct release that shows the producer how your story idea is the perfect match for their station, program and audience. Help them do their job by supplying contact information of folks who would be interesting interviewees, and, if you're lucky enough to have b-roll footage formatted for broadcast media, send it on.
Getting your message into the hands of the right media is well worth the time and effort. When you give editors newsworthy stories on a silver platter, you are helping them meet their deadlines, fill their pages or air time, and maintain the interest of their readers and viewers. You'll also find yourself being featured regularly.
Not sure how to come up with a big buzz idea, pitch a story or write a news release? Click here to learn Power PR strategies that will take your business to a whole new level.
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE OR BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your FR*EE tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
Wednesday, February 07, 2007
Marketing Spitfires Launch New Radio Program
Summary: Entrepreneurs wanting to cut through the clutter to master proven tactics to turn ideas into profits will discover answers to their questions and solutions to their problems on the new Fast Track to Marketing Mastery™ radio show on Internet Voice of America every Thursday at noon EST. Tune in as Marketing Spitfires Holly George and Leslie Hamp share time-tested, proven marketing strategies.
ASHLAND, WI, February 2007 – Business ownership is on the rise. According to the U.S. Department of Labor, approximately 10,507,000 Americans are self-employed, with about 1 million more people reporting self-employment as a secondary source of income.
While the unprecedented opportunity is opening doors worldwide, entrepreneurs are struggling with shifting to the entrepreneurial mindset and implementing tactics that ensure profits and success.
That’s why Certified Marketing Spitfires Holly George and Leslie Hamp launched the Fast Track to Marketing Mastery™ radio show on Internet Voice of America. Listen live every Thursday at 12:00 noon EST at www.internetvoicesradio.com or download archives and listen at a time that fits your schedule. The hosts, with a combined 35+ years of experience, share real-world stories and tactics that focus on what it takes to turn a small business into a rising star.
“Business ownership has always been a cornerstone of the American dream, and the current social and economic climate presents unprecedented opportunity,” said Holly George, co-founder of http://www.boostyourbottomline.com.
Co-founder Leslie Hamp agrees. “With corporate downsizing, outsourcing, and telecommuting a reality of today’s business environment, we’re seeing a shift to self-employment and small business ownership. Yet those new business owners are often overwhelmed by the sheer amount of marketing advice available, and they just don’t know where to begin.”
George says the secret to marketing success is tailoring the right tactics to a particular business.
“Smart, aggressive, master marketing is the key,” she said. “It’s the Holy Grail of sales. Without it, your business is unlikely to ever reach the level of success you’ve dreamed of. Master it, and the sky’s the limit.”
Showing business owners, whether start-ups or regional, national and international ventures, how to achieve greatness – and spectacular profits – is the focus of their new, weekly radio program, Fast Track to Marketing Mastery™.
In coming months business owners and entrepreneurs can look forward to in-depth reports on topics ranging from Finding The Right Target Audience to Identifying Your Key Selling Points to Sizing Up Your Competition and much more.
Both George and Hamp are radio veterans and know how to bring time-tested, proven information directly to their target audience.
“Getting our own show that focuses only on growing small businesses through great marketing tips is a natural next step for us,” George said. “Whatever we do, whether it’s one-on-one with clients, doing a seminar, writing a book, or now doing a live broadcast, we focus on helping small business owners realize greater profits.”
“We’re masters at helping companies build a foundation with a big buzz idea that drives sales and marketing for years to come,” Hamp said. “The satisfaction of a small business owner experiencing an instant ‘a-ha’ moment is invigorating to both of us.”
If you’re a business owner, or even thinking of starting a business, get a leg up on your competition by tuning in to the Fast Track To Marketing Mastery™ every Thursday on Internet Voice of America, http://www.internetvoicesradio.com.
ABOUT BOOST YOUR BOTTOM LINE
Boost Your Bottom Line is a strategic business and marketing company founded by Holly George and Leslie Hamp. It supports entrepreneurs in transforming their small businesses into more streamlined and profitable ventures. Find out more and sign up for a free Marketing Mastery Success Kit at www.boostyourbottomline.com.
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© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE OR BLOG? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your F.R.E.E tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
ASHLAND, WI, February 2007 – Business ownership is on the rise. According to the U.S. Department of Labor, approximately 10,507,000 Americans are self-employed, with about 1 million more people reporting self-employment as a secondary source of income.
While the unprecedented opportunity is opening doors worldwide, entrepreneurs are struggling with shifting to the entrepreneurial mindset and implementing tactics that ensure profits and success.
That’s why Certified Marketing Spitfires Holly George and Leslie Hamp launched the Fast Track to Marketing Mastery™ radio show on Internet Voice of America. Listen live every Thursday at 12:00 noon EST at www.internetvoicesradio.com or download archives and listen at a time that fits your schedule. The hosts, with a combined 35+ years of experience, share real-world stories and tactics that focus on what it takes to turn a small business into a rising star.
“Business ownership has always been a cornerstone of the American dream, and the current social and economic climate presents unprecedented opportunity,” said Holly George, co-founder of http://www.boostyourbottomline.com.
Co-founder Leslie Hamp agrees. “With corporate downsizing, outsourcing, and telecommuting a reality of today’s business environment, we’re seeing a shift to self-employment and small business ownership. Yet those new business owners are often overwhelmed by the sheer amount of marketing advice available, and they just don’t know where to begin.”
George says the secret to marketing success is tailoring the right tactics to a particular business.
“Smart, aggressive, master marketing is the key,” she said. “It’s the Holy Grail of sales. Without it, your business is unlikely to ever reach the level of success you’ve dreamed of. Master it, and the sky’s the limit.”
Showing business owners, whether start-ups or regional, national and international ventures, how to achieve greatness – and spectacular profits – is the focus of their new, weekly radio program, Fast Track to Marketing Mastery™.
In coming months business owners and entrepreneurs can look forward to in-depth reports on topics ranging from Finding The Right Target Audience to Identifying Your Key Selling Points to Sizing Up Your Competition and much more.
Both George and Hamp are radio veterans and know how to bring time-tested, proven information directly to their target audience.
“Getting our own show that focuses only on growing small businesses through great marketing tips is a natural next step for us,” George said. “Whatever we do, whether it’s one-on-one with clients, doing a seminar, writing a book, or now doing a live broadcast, we focus on helping small business owners realize greater profits.”
“We’re masters at helping companies build a foundation with a big buzz idea that drives sales and marketing for years to come,” Hamp said. “The satisfaction of a small business owner experiencing an instant ‘a-ha’ moment is invigorating to both of us.”
If you’re a business owner, or even thinking of starting a business, get a leg up on your competition by tuning in to the Fast Track To Marketing Mastery™ every Thursday on Internet Voice of America, http://www.internetvoicesradio.com.
ABOUT BOOST YOUR BOTTOM LINE
Boost Your Bottom Line is a strategic business and marketing company founded by Holly George and Leslie Hamp. It supports entrepreneurs in transforming their small businesses into more streamlined and profitable ventures. Find out more and sign up for a free Marketing Mastery Success Kit at www.boostyourbottomline.com.
##
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE OR BLOG? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your F.R.E.E tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
Monday, February 05, 2007
$12 in Super Bowl Ad Doritos Can Feed Your Family for a Lifetime
Our clients know we're always preaching: "Find your BIG BUZZ that will skyrocket your business." We're always saying: "Your BIG BUZZ is the one marketing idea that will pull customers in like a magnet." And we give tons of examples. And we work tirelessly with all our clients to make sure they find this Holy Grail for their business.
That's why a Cinderella story like Cary, NC based Five Point Productions and their great success with the Super Bowl Doritos ad they produced for a mere $12 fills our hearts with pride as if they were our best prodigy (even though we've never met).
As they say at their web site, Dale Backus and Nick Dimondi aim to provide "high production value at an affordable level." They hit the bullseye with the Big Buzz they're getting from this affordable $12 Super Bowl Doritos ad that has exceptional production quality. Doritos parent company (FritoLay) has promised to run the spot for two months, and 5 Point Productions, if they're smart, will leverage this news to take their business to the next level.
Way to skyrocket your brand by driving it right into the minds of your target audience, guys!
Watch the Five Point Productions Super Bowl Doritos ad.
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your F.R.E.E tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
That's why a Cinderella story like Cary, NC based Five Point Productions and their great success with the Super Bowl Doritos ad they produced for a mere $12 fills our hearts with pride as if they were our best prodigy (even though we've never met).
As they say at their web site, Dale Backus and Nick Dimondi aim to provide "high production value at an affordable level." They hit the bullseye with the Big Buzz they're getting from this affordable $12 Super Bowl Doritos ad that has exceptional production quality. Doritos parent company (FritoLay) has promised to run the spot for two months, and 5 Point Productions, if they're smart, will leverage this news to take their business to the next level.
Way to skyrocket your brand by driving it right into the minds of your target audience, guys!
Watch the Five Point Productions Super Bowl Doritos ad.
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your F.R.E.E tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
Thursday, February 01, 2007
iPhone Gets Big BIG Buzz
We're Mac users. No, we're much more than that. We're Mac loyalists. So when Steve Jobs unveiled the iPhone - the multi-functional device that combines mobile phone, widescreen iPod and an Internet communications device with desktop-class email, web browsing, maps, and searching into one small and lightweight handheld device — he caught our attention.
Turns out he also caught the attention of a worldwide market and media.
Carlos Grande in London reported on MSNBC:
"When your new product features on more blogs than even the US President, it seems safe to say you hit the launch marketer's goal: create awareness.
"The iPhone, the multi-functional device unveiled by Apple, the US electronics group, on January 9, did precisely that.
"According to Nielsen BuzzMetrics, a system which tracks English language blogs, the music, phone and web device was mentioned by more blogs than either George W. Bush or McDonald's for the next 10 days."
Not to mention it was added to the online encyclopedia Wikipedia within minutes of the announcement and got more clips on YouTube than the Pope or Gucci.
Big Buzz. The marketer's dream. That's what Holly and I will talk about today in our Internet Voice of America Talk Radio Program at noon Eastern time. Click here to find out more and to discover how to create a big buzz and get on the Fast Track to business success with more customers, bigger profits, and a business you can brag about. "Talk" soon!
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your F.R.E.E tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
Turns out he also caught the attention of a worldwide market and media.
Carlos Grande in London reported on MSNBC:
"When your new product features on more blogs than even the US President, it seems safe to say you hit the launch marketer's goal: create awareness.
"The iPhone, the multi-functional device unveiled by Apple, the US electronics group, on January 9, did precisely that.
"According to Nielsen BuzzMetrics, a system which tracks English language blogs, the music, phone and web device was mentioned by more blogs than either George W. Bush or McDonald's for the next 10 days."
Not to mention it was added to the online encyclopedia Wikipedia within minutes of the announcement and got more clips on YouTube than the Pope or Gucci.
Big Buzz. The marketer's dream. That's what Holly and I will talk about today in our Internet Voice of America Talk Radio Program at noon Eastern time. Click here to find out more and to discover how to create a big buzz and get on the Fast Track to business success with more customers, bigger profits, and a business you can brag about. "Talk" soon!
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your F.R.E.E tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
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