Branding

[Chuck]

Hi all,

I'm not sure if this it the right forum but I hope some one will find it. My question is about "branding."

I'm currently working on a marketing campaign for a trading software product. I talked my client into breaking their product into different price levels to give their prospects different points of entry. Then we were going to set up their web page as a sales/squeeze page to sign up visitors for an e-zine to build their list. They were cool with this.

We were going to start with a mail to his house list to get some feedback on the product - testimonials, track record etc while we got the web page written. But now they are anxious to launch. The web site is roughed out but we haven't discussed a "brand identity" for the product. I'm trying to get them to hold off until we can decide and then write consistent copy for the site/mailings. They seem to think it's OK to develop it as we go. (My concern is a little selfish -- I'm getting paid on the back end.)

Anyone have any thoughts about "evolving" a brand image. I'm wondering if clients who might not get hooked on the initial brand launch would be likely to come back and whether seeing a change in brand identity would be a put off for them? Are my concerns misplaced?

Many thanks for any thoughts....

[TerriD]

This could be tackled a number of ways. Apparently this isn't a brand-new product and has had some (even limited) exposure.

Of course, our first thoughts always go to "What?!? They can't do that!" But that's exactly the time when we have to stop and think, "How can we turn this around to our advantage?"

If it's a matter of having a later launch and an extremely unhappy client, or an early launch and a client who's still willing to massage their branding issue...hmmm.

Here's the deal. As a marketer, you can turn the future hot new branding into a promotional event, even to their customers who've already purchased. This creates several opportunities to upsell, resell or even reintroduce.

Sure, it's not the perfect scenario, but these things hardly ever are.

My advice? Let them have their earlier launch, but work like a dog to get ready for the Re-Launch.

Keep them happy. Keep them as clients, especially since you're invested in the back-end.

I'm sure there'll be differing opinions, but that's what makes this business so danged interesting.

-Terri

[troywhite]

One approach you may want to consider is based entirely on the owners/developers backgrounds. For example, one person I had spoken with was a pilot who did some Forex trading on the side. Her trading income soon surpassed the income from flying.

She now wants to take this out to the marketplace.

So, first things first - - an entry level product was developed. In this case an ebook with a very limited version of the software. This is to get them in and hooked.

But the branding for the entire campaign (website, ebook, software) comes from the pilot industry.

It was decided that pilots are a VERY good market to target. So everything in the marketing campaign is designed around recruiting pilots into the program and ebook funnel. From the copy - which used all kinds of photos of her in airplanes. To the cover design of the ebook - again - lots of photos on planes. To the software and website - pilots, pilots, pilots.

It is not quite ready to launch yet - but my money says it will be a major hit!

You are hitting home with this niched approach.

And your client could do the same.

You could run multiple niche campaigns.

What is their (the owners) backgrounds? Hobbies? Passions? Cities they live in? Why not brand the product to the niche? Similar to the product. It can be the same product and lead generation system - it is just how and who you approach that changes. Have multiple domains - each with a different niche. The back end stuff is the same with minor changes. But, by hitting home with areas of interest or passion - you are MUCH more likely to find some HOT niches for this software.

Everything can be easily branded around that.

If they are hot to go on a launch - find the hottest niche you can based on their background - then brand to that. Test it - see how it does - if it works, roll out multiple niches. Say you roll out with 5 niches - test them all with targeted ads and campaigns in appropriate trade magazines and newspapers. Find out the 2 hottest niches - and roll out big and fast.

This is a simple way to create 5 or more product niches out of the exact same product or service.


[side note: I am niching a seminar in this manner. Daniel Levis is speaking at it in July. Have a look at The Wild West Wealth Summit - which has numerous niches we are targeting in the marketing campaigns]

[mrjulio.com]

Hello All,


Wow branding is definitely a big thing.

But at the same time concentrating to much time on this can also be your down fall.

I am still and will always be learning and as I remember Jeffrey Gitomer did quite a bit on branding and their are numerous people who have written about branding and I have found it to be very helpful.

This is also making rethink a few things I have currently going on.

Thanks again for the insight of this question.

Best regards,

Mr. Julio