Nothing Beats a Day of Education – Part 2 Building your Brand

After Jay Levinson spoke on Guerilla Marketing we broke out in to sessions. There were a total of 4 speakers on various business related topics per session- and three sessions throughout the day. The amazing thing about each class, there was standing room only! The first session I attended was about Building your Brand to Build Your Business. Normally, in the past when I have attended education sessions at industry tradeshows you get the same old ideas, just rehashed in a new fashion or not, but really it is the same old, same old and you are not incredibly inspired, like I was after the Growth 2.0 Conference.

It might be because industry tradeshows focus on the business you are in – You end up getting a narrow view of what is happening in your corner of the universe and lose sight of the much bigger picture. I think this is why a couple of years ago DJ and I started to attend events that were not industry related, but business related. In doing so, a new world opened up to us. The branding session was taught by Susan Gunelius, President of KeySplash Creative, Inc.

Susan’s main approach to us was to remind us that your brand is NOT a logo, your company colors, your products, a slogan or a company. A brand is a promise that sets expectations, and to your customers- meets those expectations in every consumer interaction and experience. A brand is how your customers feel about your company and she used some brands as examples. If you think of these three automotive brands, a single word comes to mind when they are said: Toyota – reliable, BMW- performance, KIA- inexpensive. She asked us to find out what our customers think of when they say our company name. How do they feel our company lives up to our promises and the way we consistently present ourselves? That is a very good question.

 

Feel free to post an answer to help us better understand what we should be doing to make CEShoppes a brand in your eyes.

Nothing Beats a Day of Education – Part 1 Guerilla Marketing

They say that you learn something new every day. So, I will tell you that I received a year’s full of learning last Tuesday at the Entrepreneur Magazine’s Growth 2.0 Conference in Miami. It all started with breakfast and then an hour long talk with Keynote Speaker Jay Conrad Levinson, Chairman of Guerilla Marketing International. His ideas and his enthusiasm for the entrepreneur were just invigorating. He spoke about the difference between traditional marketing and guerrilla marketing and why guerrilla marketing works without spending a lot of money.  - One thing that I always wondered about and he made clear was that traditional marketing always measures sales performance. But the real truth of how a business is doing is measured by PROFITS –

In our industry, once a year a list of Top 40 companies is published listing their gross sales. I wonder how many of these top companies would be there if they showed NET PROFIT instead. I always thought that it was a crazy idea to rate companies on how much they sold. – It sounds good to say you sold $100million last year, but if you sold $100million and you lost $25million in the process, what makes your company better than mine, when I show a profit instead of a loss?  Mr. Levinson’s way of thinking makes much more sense.

He also talked about social media and how to embrace it as part of your marketing. No one thing, not television, nor newspapers, nor direct mail alone will grow your business. You need to use a combination of things to keep you in the public eye, as well as social marketing. And not just continually posting things about you, but really “Listen” to what is being said out there and contribute by engaging and participating in the conversation, so your marketing becomes a dialogue not a monologue.