Promote
An authoritative voice targeted to your audience delivers powerful impact.
Promotion of your business is what makes non customers take notice of you and reinforces the decisions made by existing customers in selecting you.
Purpol Marketing has extensive promotional expertise within the following areas:
Using these elements together creates a powerful proposition for your business.
Branding – It’s more than just a logo!
Branding does include your company logo, but it is much more than that, it is about the process of optimising your image and presence within the marketplace. It must be consistent, relevant to your audience and easily identifiable.
A well-positioned and carefully communicated brand can become one of your business’ greatest assets. Brand image must be consistently delivered. Different fonts, colour variation and logo scale disparity do not present a professional image. The danger is that this dysfunctional assumption is translated into an expectation of your business performance. Brand development must be handled with care – don’t alienate the customers who are already emotionally connected to your business. You must appear relevant, an expert in your field and project an image of trust.
Purpol Marketing can assess your current branding, corporate collateral, stationery etc.; to suggest a subtle evolution of your brand. Or we can generate an entirely refreshed image to invigorate your company.
Creative Design – Inspirational imagery to stand-out against the background noise.
Graphic designers are talented individuals, but your end result is reliant on effective communication of the design brief. For a successful design outcome, a concise and clear positioning brief is required.
Clarity – Be clear about your ideas and explain your vision. Consider your design as an ongoing conversation with your customers. What messages, concepts, emotions or attitudes do you want to convey?
Vision – creating a ‘mood board’ will help visualise what you want to achieve. Keep shapes, colours, textures and images that sum up how you want the brand to feel. These ’emotional touch-points’ assist the generation of concept designs.
Communication – knowing what you don’t want is often as important as what you do! Explain what to avoid so that the creative can be developed with any technical considerations in mind.
Direct Marketing – Relevant, targeted communication to customers with their permission.
Talking directly to customers via direct marketing means that you are in control of the message to your targeted audience. Make your offer compelling, the creative inspiring, the response mechanism simple and understand the numbers game.
Permission marketing is gaining huge importance as customers do not want to receive unsolicited communication via email, mail or telephone. Targeting an audience already predisposed to wanting to hear what you have to say increases your success. Creative options should be tested prior to full scale launch to determine which variant gets the greatest response. When linked with a targeted PR campaign, direct mail can be very effective at driving increased sales and customer awareness. It should be managed in a Customer Relationship Management (CRM) system so that all data can be usefully stored for future campaigns.
Website Design – your 24 hour a day shopfront
Your company website is the salesman that never sleeps. It is the window into your world and one of your strongest promotional assets.
As consumers have gained sophistication they have also gained intolerance to slow, difficult to use websites. They will click away from your website very quickly if they cannot get the information they require. Websites need to work across different viewing media. They need to rescale so the content can be effectively viewed on mobile phones and tablets.
They can be used to represent your brand, educate and offer a retail space. The demands on the technology will be different depending on what you want to achieve. The website feel, imagery and tone of voice set the expectation of how the client will experience the actual organisation. You need to make the customer journey efficient and memorable.
Public Relations (PR) – Harnessing the power of the media to get your voice heard
Public relations (PR) is an essential part of a media strategy and is a very specialised and powerful marketing tool. PR can be used strategically in order to build trust, influence and persuade and tactically so to drive awareness and understanding. All of this activity is designed with an outcome in mind – to change customer perception and ultimately behaviour.
Press releases, articles in consumer media and trade journals, speaking opportunities, blogs and social media campaigns all offer a business a chance to get it message across without paid for advertising. Harness the power of the media, make it easy for journalists by providing them with exactly what they want for their publications.
Social Media – Cutting through the online social noise
Online communities, blogs, forums, viral marketing, Twitter, Facebook, Google+ and LinkedIn – have you heard of them but have no idea how they can actually help your business? Customers want to choose how they communicate with businesses. It makes sense to give them as much choice as possible.
Whilst you need the technology to enable this interaction, it is also important to have the business structure behind the scenes to respond. As with all fast moving communication channels, it is the case of choosing the right fit of the promotional method with the unique requirements of your business. It is definitely not a ‘one size fits all’ as what suits one organisation in one market may not be an effective use of spend for another.
Social media marketing moves very quickly, we will take the time to understand your requirements before advising a social media strategy that is relevant for you.
Presentation skills – speaking with authority, engaging with enthusiasm
For successful public speaking, your message must be clear, compelling and effective. You need to connect with your audience, engage with enthusiasm and deliver with impact.
Business presentations take many forms. Some are extremely formal with highly detailed information. In this instance, ensure that the audience doesn’t get lost in the micro-detail which will cause lost focus on your overall message. Presentations that are more informal have other difficulties, such as controlling the interaction with the audience.
Successful presentations come from knowing and understanding your audience. You need to visualise your successful delivery, include a salient introduction and provide the opportunity to answer questions.
Networking – Create a web of people able to help you in business
Have you heard of the Elevator Speech? It’s the 30 second impact chat that can change your future!
It follows the scenario of being stuck in a lift with a very important person that you want to influence. You only have half a minute to get across all the most salient reasons about why they should want to spend some more time with you outside of the lift! For the elevator speech to be successful, you need to be able to grab your audience with a compelling summary of what you do and why you are worthy of their investment of time.
Successful networkers realise that networking is a priority, not just when you want something. You should keep track of your contacts—and keep up with them. Desperation can always be sensed, so keep your network alive and active. This way, when it is needed, it will be ready and waiting for you. Make sure you make contact occasionally with no agenda other than to catch up. Show understanding and appreciation for those in your network and they will do the same for you!