Brand marketing companies london zoo,role of marketing in business development,convert video to mp3 long - 2016 Feature

Innovation & Trends Energy Companies and Brand Marketing – Like Oil and Water?An oil spill is a tragic – but all too real – possibility for an oil company. Maybe the sad reality is there is no motivation for oil companies to care about their brands or their consumers. It’s a competitive world out there and businesses are continually looking for ways to be the one that lingers in the memory, long after the others have faded.
Andrea Hoymann: Inbound marketing is a method of marketing where you attract the right visitors to your business with relevant offers. According to HubSpot: inbound is the preferred marketing strategy regardless of company type. When you create more and more content over time, what you are doing is building a library that will continue to attract visitors to your site, long after you’ve forgotten about that post you wrote six months back. With inbound marketing, we have a concept called the funnel, which outlines three steps people might take in the buying process. These people are very open to solutions, they know have they have a problem but, they don’t know that there’s a solution that can help them.
After a quick google, it turn outs that your weird bites have come from bed bugs, they now know that they need something that kills bed bugs.
These are super competitive search terms, because people are very close to making a buying decision.
Zoe Palmer: Another reason inbound marketing is good in the b2b space is often the products are very complex, as is the buying process.
It’s also great because inbound marketers spend a lot of time creating personas that help you tailor your message to different stakeholders in that decision-making process.
The other reason is that it gives b2b tech companies (who sometimes have a reputation for being a bit dull) a chance to develop a brand personality. Companies with attractive products and services can now compete with larger brands that have traditionally enjoyed a much greater reach with bigger marketing budgets.
Zp: You get access to a team that features the variety of expertise you need to plan, execute and tweak inbound campaigns.
Ah: The other great thing with an agency is that you can dial your marketing up or down as you need it. If you want to learn more about marketing your tech company, download The quick-start guide to inbound marketing for technology companies. In order to inspire confidence in potential clients, it is vital for an Internet marketing company to be on the cutting edge of search engine optimization (SEO) and branding techniques. To set your Internet marketing company apart, you will need to design an eye catching logo.
Proving that you are the best company to handle SEO in los angeles or SEO orange county can be very difficult if your site is not properly optimized.
By building an online presence that takes full advantage of SEO and branding techniques you will achieve two important things. If you want to set yourself apart design Facebook pages, Linkdin, Pininterest, Twitter and other social media platforms. Purpose can be defined through a brand slogan, a commitment to sustainable living or schemes and projects that give back to local communities, but companies that come out on top do more than communicate purpose (see What is the brand index purpose?, bottom). Despite lingering doubts from sceptics about the financial benefits versus the costs of corporate social responsibility, there is also a demonstrable positive effect on sales from Unilever’s approach. However, brand purpose is more than just a driver for business growth; it is also a differentiator at a time when so many companies are struggling to stay profitable while competing on price. Electronics company Philips, which ranks second in the index, has established an ambitious target to improve three billion lives a year by 2025. Brands that are high up in the Radley Yeldar index follow similar principles in terms of the commitment they make to society. The cosmetics brand, which is 25th in the brand index, achieves this through a focus on science. The report splits the top 100 into four groups to show which brands are doing well and those that could improve to rise up the index. Nestlé is ranked at five in the overall index and second in consumer goods behind Unilever when split by sector. Purpose is not only key to maintaining and repairing reputations but also to recruiting talent in the future. In addition, more than 76% of all Unilever employees feel their role at work enables them to contribute to delivering  the sustainability agenda. To create this index, communications consultancy Radley Yeldar built an assessment tool that offers corporate brands a snapshot of how the world might see them.
The report also states that purposeful brands go beyond a well-crafted set of words, so it is not enough to have a polished statement of purpose without any evidence that a company is living up to the promises made. The companies included in the index are the result of an analysis of external communications from the top 170 companies of the Financial Times 500 combined with the FTSE Eurofirst 100 share index. Each is given a percentage score for four factors: purpose and story, communications, behaviour and performance.
Tell stories.  Storytelling is another overused term, but at its core, it means packaging information into meaningful and entertaining narratives to forge stronger emotional bonds with customers. LensCrafters competed in a market dominated by low price retailers and fashion eyewear boutiques. Analysis of Lena€™sCraftersa€™ 35 million customer base revealed that their core customer segment spent less, but were highly loyal to the brand. The best time to sell security services is when people are buying new homes and feel an increased need for security. To maximize credibility, ADT let the consumers do the talking, in a TV campaign called a€?Real Stories, Real Resultsa€?.
ADT also held a presence in high traffic venues, public relations events and sponsorships which generated consumer buzz and even more credibility through second party exposure.


By the nature of their business, you would think oil companies would expect an incident like the Gulf of Mexico offshore oil well explosion to happen. The oil companies are really big and really profitable – even when the economy is in the proverbial toilet.
Shell has been focusing on advanced technologies and product performance enhancements along with sponsorships like Eco-Marathons, Exxon Mobil has been supporting science education, and BP and others have been focusing on their “green” strategy. We know that for tech companies this is especially important, because in order to succeed they need to scale — and quickly.
An experienced inbound agency can help you to define your goals, consolidate your brand and help you to get out there and grow your business. If you rank on the first page for them, you are likely to get lots of inbound enquiries through your website. Leads that come in at this stage tend to need some nurturing and a slow-burn approach, (except for bed-bugs, you may want to get rid of them quickly). Content can help you to explain complex things in fairly straight-forward terms to the customer. For example in a start-up, maybe you can afford one or two generalist marketing staff, but by hiring an agency, you gain access to strategists, writers, devs and creatives, who can all work with your team to plug your skills gaps. For example if you get funding you have the option to scale it very quickly over say, two months, then dial it back down. After all, if a business is looking to hire someone to handle all of their website’s SEO and branding, then they are going to want to see evidence that the company providing these services knows exactly what they are doing. This logo needs to be unique so that it will be instantly recognizable to those who have seen it before.
Take the time to reassess your keywords at least once a month, and pay close attention to your site’s analytics. You will easily reach a large audience of potential clients and you will impress them with your demonstrated knowledge of your industry. They also see a benefit to their financial results and other key performance indicators (KPIs).
Green product sales reached 52% of total sales and 55% of the company’s energy usage came from renewable sources.
He claims the ambition is driven across all activity at the brand and it acts accordingly through the product development pipeline, marketing communications and messaging. It aims to take insight from a community level in one country and apply it across multiple communities in numerous countries.
As well as its recent campaign #changethenumbers, which looks at promoting positive perceptions of women in science, it is involved in other schemes. It has awarded a total of £480,000 to a network of 37 fellows, helping female scientists to further their careers and research in the UK and Ireland. And it is working with Generating Genius, which gives young people from disadvantaged backgrounds support and encouragement to pursue science, technology, engineering and maths degrees at university with its programmes.
As with Lloyds, Nestlé has had its share of public criticism, particularly for its marketing in developing countries of baby milk products that lack the immunity benefits of breast milk.
It aims to create a profitable business for shareholders by benefiting society, dictating that business investments must be good for the company and the communities where it operates, while also allowing a long-term view.
According to Unilever, it is the third most sought-after employer globally on LinkedIn, with half of graduate entrants citing the company’s ethical and sustainability policies as the primary reason for wanting to join Unilever.
Many brands already have plans in place and are taking action on promises made to consumers.
These are then placed consecutively with the overall scores within these groups determining the order of the top 100.
Almost all the examples above refer to the brands social responsibilty as the benchmark to measure their purpose against. An e-commerce client of ours recently noticed that millennials represent their largest  and fastest-growing customer segment. And the best stories aren’t just splashy entrepreneurial chronicles, like Steve Jobs’ life or Richard Branson’s latest exploits.
Employees, in fact, can be both a rich source of stories and a powerful channel through which to tell them. Staking out a position on a topical or important issue and offering insights or ideas can yield far-reaching brand benefits. By identifying a market segment of women who desired more fashionable frames but still wanted the convenience of a national retailer, we presented LensCrafters with an area for growth. These customers were not motivated by fashion, so any brand repositioning to expand customers beyond the core had to be done without alienating the traditional franchise.
The resulting segmentation, which yielded nine unique segments, allowed us to develop more relevant messaging based on distinct motivations and opportunity.
At the same time, incremental ROI over a 12 month period increased by over 300% and costs were reduced 20% through the elimination of unproductive deciles from direct communications.
But in the fall of 2007, homes sales were down nearly 13% and property crime rates were down almost 14%. And to highlight ADTa€™s superior technology, every touch point contained a technologically sophisticated code graphic that underscored ADTa€™s flagship message, a€?Always Therea€?. ADT Security was one of the nationa€™s few companies that enjoyed an increase in revenue in 2007 of 3.5%. In the deep recession year of 2009, when almost everyone was suffering financially, the oil companies made billions of dollars in profits.
BP has a real disaster on its hands, and they have clearly learned a lesson from Exxon’s PR gaffe. Unfortunately for BP, that positioning is tough to sustain given the latest environmental tragedy. Oil and energy companies must develop a sincere, long-term strategy to create brands that connect with their consumers on an intellectual and emotional level.


An exhaustive study by the Committee Encouraging Corporate Philanthropy shows that the energy industry’s Total Median Giving as a Percent of Revenue (0.05%) is the lowest of any other major industry! I had a chat today with Brand chemistry’s resident experts, Managing Director, Zoe Palmer and Head of Content, Andrea Hoymann, to explain what inbound agencies can do to get tech companies to that next level. So the more relevant content you have on your site, the more potential customers you will be able to attract throughout the entire process.
They aren’t held back by the fears, the conventions and the processes that a more traditional company may have. Just as you would advise your customers to do, make sure that you utilize the logo in all of your online advertising efforts. If you want to set yourself apart as a company that can design attractive Facebook pages, then you need to do your best work on your company’s Facebook page.
If you have a local business, it is even more important to practice local search seo to display where your customers are searching for you. Those that make promises that they cannot fulfil have nowhere to hide in a world that is increasingly calling for transparency and authenticity.
That simple fact, backed by the right data and company history, qualifies them to build content and create speaking platforms around what they’ve learned about marketing to millennials. The most persuasive might be closer to home; they can be customer testimonials, community happenings, or employee exploits.
The essence of good PR is having someone else talk about your brand rather than the company itself. One of our clients, McGraw Hill Federal Credit Union, has embraced a campaign around financial wellness. Sophisticated new direct mail and print-focused communications were developed for the fashion-oriented expansion segment and emphasized designer frames, reality-based fashion models and highly designed creative concepts. Media emphasis concentrated on broadcast TV, print, DM and additional support through the online channel. Concerted marketing efforts propelled ADT to #1 in the 65 billion dollar industry, helping ADT become the worlda€™s largest electronic security provider with over 7 million customers and over $8 billion in worldwide revenue. But, as the latest oil spill in the Gulf of Mexico has shown, these environmental disasters are all but impossible to prepare for. In a 2006 study of gas price manipulation, the FTC found that the record increases in gasoline prices were “not substantially attributable to higher costs”. The CEO of Exxon was not seen until six days after the Valdez disaster, and then said at a press conference that it was not his responsibility to read the cleanup plan report.
While this used to push websites to the top of the list, Google is now punishing sites that have too many incoming and outgoing junk links. It is all too common for web businesses to skimp on their own presentation in order to save time and money, but you must look at your Facebook page and website as a resume for potential clients.
There are many ways to use classic PR strategies to add depth, color, and cohesion to the building blocks of brand identity. When we placed a local newspaper story about an employee who lost 50 pounds and regained her health with the help of the fitness and wellness resources available to her at work, it added depth and credibility to the client’s reputation. The third-party endorsement – either implied or explicit – is often very effective, sometimes more so than paid media. It’s an example of thought leadership around a key issue relevant to many customers that has nothing to do with coffee or social networking. It sponsors a series of Financial Learning Seminars, underwrites research about the cost of financial stress in the workplace;  and raises funds for financial wellness causes. Communications to core customer segments were designed to reinforce value, doctor loyal, convenience and service.
The question from a brand marketing standpoint is simple: what the hell should they do given this probability?
It seems the oil companies always take advantage of their financial opportunities with no regard to consumer goodwill. It helps when the publicity results include “proof points” that reinforce a brand proposition or identity. The segmentation also provided the basis for aggressive testing to eliminate unproductive communications, focus on moving medium value segments to higher revenue tiers, and readjust frequency loyalty mailings to optimize results. Secondary channels micro-targeted specific audiences for which the various benefits would be most relevant a€” always emphasizing the value of total security solutions. These companies are often viewed as monopolistic, money-grubbing, price-gouging, predatory goliaths. You wouldn’t necessarily expect this kind of energy from a b2b technology company, yet they feel like they are in the retail space.
A customer testimonial is an obvious example, but third-party endorsement can also come with content sharing and social media community-building.
In a 2008 Harris poll of 20 major industries, only the tobacco industry had a lower rating than the oil companies on the topic of how good or bad a job they perform in serving the needs of consumers. We know all about the 1989 Exxon Valdez nightmare which was widely considered the worst corporate PR fiasco of all time.
The media interview refusals by Exxon’s CEO Rawl and his complete lack of remorse highlighted the worst possible PR moves by one of the world’s most profitable corporations.
Now, to his credit, the CEO of BP, Tony Hayward, has learned from Exxon’s PR mistakes and has been on air and is taking full financial responsibility for the spill cleanup.




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