Saturday, May 31, 2008

Sport missing out on power of branding - New Vision

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://www.newvision.co.ug/D/8/220/630864&cid=0&ei=ZBVCSK6vEY30yASa6OjkCg&usg=AFrqEzflR3Do70XSbHX1NYhdqEuG03Xukg

LUXURY RIDES THE RAILS/AAPRCO PRIVATE RR CAR/LUCKIN DVD

US $19.95
End Date: Thursday Jun-05-2008 14:15:51 PDT
Buy It Now for only: US $19.95
Buy it now | Add to watch list

Sure-fire Strategies to Pounce On Negative Search Engine Results [Andy Beal's Marketing Pilgrim]

By Kurt Krejny
SEO firms are hired to make their client’s sites more visible in search engines and other online channels. Keyword and market research, content optimization, and link building are a few of the crucial elements of a successful SEO campaign. Many of these same SEO elements can be used to help [...]

Source: http://www.marketingpilgrim.com/2008/05/sure-fire-strategies-to-pounce-on-negative-search-engine-results.html

TAG Selects Gable PR for Branding, Positioning, Public Relations and Reputation Management (PRWeb)

TAG, Southern California's premier outsourced accounting consultancy, has selected Gable PR of San Diego to direct the companies' re-branding efforts and manage its public and media relations programs. (PRWeb May 29, 2008) Read the full story at http://www.prweb.com/releases/2008/05/prweb979684.htm

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=11pjrfa2o/*http%3A//www.prweb.com/releases/2008/05/prweb979684.htm

South Africa: The Museums of Branding - AllAfrica.com


South Africa: The Museums of Branding
AllAfrica.com, Washington - May 28, 2008
All over the world, with so many different meanings and perceptions of the word "branding", it appears that it has lost its true meaning; the terminology is ...

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://allafrica.com/stories/200805280083.html&cid=1216817141&ei=8GBBSKL4OYvaywS_yIWeCw&usg=AFrqEzfA2IjywhCyW9vVRoc-NF4s3Zv5Ug

The Self-Defeating Oil Surge


Promod Radhakrishnan submits:


After a brief spell of (unwarranted) upward bounce, last week saw the market erase most of its gains and swing back down to 12,600 levels.

Yawn. Hot Asses, Big Boobs Promote...Wait, Whoa! What Was That? [Adrants]



In some sort of protest against the current state of football TV rights, Burger King has launched Football Your Way with, of course, hot women in cropped tops and shorts shorts getting camera love.


Source: http://feeds.feedburner.com/~r/adrants/~3/301368375/yawn-hot-asses-big-boobs.php

Friday, May 30, 2008

TAG Selects Gable PR for Branding, Positioning, Public Relations and Reputation Management (PRWeb via Yahoo! News)

TAG, Southern California's premier outsourced accounting consultancy, has selected Gable PR of San Diego to direct the companies' re-branding efforts and manage its public and media relations programs.

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=121k355bp/*http%3A//news.yahoo.com/s/prweb/20080529/bs_prweb/prweb979684_1

Have Godrej, Shoppers Stop got its branding right? - Moneycontrol.com

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://news.moneycontrol.com/india/news/advertisingmarketing/have-godrejshoppers-stop-got-its-branding-right-/01/15/340062&cid=1217291267&ei=mMFASL2FMpLKyQT9kv2OCw&usg=AFrqEzcTuqJ1V840JJ75BqldEJpjt1cSOg

Pilgrim’s Picks for May 30 - Blue Bird Edition [Andy Beal's Marketing Pilgrim]

What with all of the scholarship entries hitting our blog this week, I thought I’d condense the news today, and leave you more time to read the fantastic entries.
Besides, I have an embarrassing admission to make. Marketing Pilgrim is just not set up to handle lots of blog posts. You see, the site is built [...]

Source: http://www.marketingpilgrim.com/2008/05/pilgrims-picks-for-may-30-blue-bird-edition.html

South Africa: The Museums of Branding (AllAfrica.com)

All over the world, with so many different meanings and perceptions of the word "branding", it appears that it has lost its true meaning; the terminology is more like a walk through a museum with a glorious past.

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=11iamhm6u/*http%3A//allafrica.com/stories/200805280083.html

2nd Annual Branding Conference - Bizcommunity.com


2nd Annual Branding Conference
Bizcommunity.com, South Africa - 17 hours ago
Following the huge success of last year's conference, Knowledge Resources is proud to present the 2nd Annual Branding Conference, taking place in ...

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://www.bizcommunity.com/Event/196/82/10491.html&cid=0&ei=yhhASPXKOYzAlgTXz5TwDg&usg=AFrqEzeW2aVSLJ-HvIZIdfsuU-EA-sdKcA

Thursday, May 29, 2008

The online visiblity forumula. The one sentence answer to the meaning of life (at least for online marketers) [Andy Beal's Marketing Pilgrim]

By Chad Klingensmith
The QUESTION:
For the duration of 5 year web marketing career I have been asked the same question. How do I get my website ranked higher? How do I get more traffic? Or sometimes, almost incredulously, how do you get websites ranked higher? In the modern day [...]

Source: http://www.marketingpilgrim.com/2008/05/the-online-visiblity-forumula-the-one-sentence-answer-to-the-meaning-of-life-at-least-for-online-marketers.html

Arizona State Credit Union Earns National Honors for Marketing and Branding (PR Newswire via Yahoo! News)

Arizona State Credit Union wins eleven National Awards for Marketing Campaigns, including the Golden Shoestring for Custom Construction Loans

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=13taldkba/*http%3A//news.yahoo.com/s/usnw/20080530/pl_usnw/arizona_state_credit_union_earns_national_honors_for_marketing_and_branding

A department for employee branding - Hindu


A department for employee branding
Hindu, India - May 27, 2008
Reason is that most employees, despite walking into an office with the company’s brand name, relate themselves with the process they work for, ...

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://www.hindu.com/thehindu/holnus/006200805280941.htm&cid=1216768939&ei=5kw_SLaaMpr8yATq9MSoAQ&usg=AFrqEze_NPOLEamuig_Bd1ncmtwzRUuxNg

Web Crew at ThisIs50.com Stealing Blog Posts [ProHipHop: Hip Hop Business]

One or more crew members at ThisIs50.com are jacking blogger posts. Check this post at Nah Right. Now see this post by "Jynx Millionaire" at ThisIs50.com. Apparently this isn't the first time these people have ripped him off. I haven't checked in with Eskay on what he wants...



Source: http://www.prohiphop.com/2008/05/punk-crew-at-th.html

Musharraf faces new pressure from rival (The Philadelphia Inquirer)

LAHORE, Pakistan - A Pakistani leader stepped up the pressure on President Pervez Musharraf yesterday, branding him a "traitor" and contending that the ruling coalition had agreed to oust him.

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=131thckfn/*http%3A//www.philly.com/inquirer/world_us/20080529_Musharraf_faces_new_pressure_from_rival.html

Local companies get Kiss approach to branding - Cambridge Network


Local companies get Kiss approach to branding
Cambridge Network, UK - May 28, 2008
Branding agency KISS Communications is set to help some of the 66% of East of England companies without websites along with SMEs and new businesses as part ...

Source: http://news.google.com/news/url?sa=T&ct=us/8-0&fd=R&url=http://www.cambridgenetwork.co.uk/news/article/default.aspx%3Fobjid%3D47614&cid=1216904787&ei=e6Y-SNrHLoe4lgSD2bigAg&usg=AFrqEzfzilgyi2QRtcjh3SrH7OHyAxP0vQ

5 Steps (minutes) to Assessing your Client through their Web Site [Andy Beal's Marketing Pilgrim]

By Lydia Mazorol
Every now and then my sales team will come to me to ask if I think a web site will make a good SEO project for us. To have a successful SEO project with a client’s web site, I found that it is necessary to be able to not only assess the web [...]

Source: http://www.marketingpilgrim.com/2008/05/5-steps-minutes-to-assessing-your-client-through-their-web-site.html

Wednesday, May 28, 2008

Adam Sandler to be honored at MTV Movie Awards (Fort Worth Star-Telegram)

Adam Sandler became a box-office superstar by interpreting his favorite character: the repressed man-child. He soared to fame portraying short-tempered Peter Pans in the "Happy Gilmore," "Billy Madison" and "Big Daddy" films, branding himself the poster boy for guys who don't want to grow up. Now the 41-year-old actor-comedian will be rewarded for his antics with the Generation Award at the ...

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=11mt3irvs/*http%3A//www.star-telegram.com/455/story/668344.html

Holy Cow Branding, Inc. Brings Home International Creative Awards - dBusinessNews Triangle (press release)


Holy Cow Branding, Inc. Brings Home International Creative Awards
dBusinessNews Triangle (press release), NC - 23 hours ago
Cary, NC: Holy Cow Branding, Inc. announced that they have won three Hermes Creative Awards. The firm earned gold awards for the black and white advertising ...

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://triangle.dbusinessnews.com/shownews.php%3Fnewsid%3D159242%26type_news%3Dlatest&cid=1216781625&ei=Jw4-SMGSDofaggPBnJD3Dw&usg=AFrqEzcm-o062T7aCh60ZLE7fJlvHIoMoQ

Diversified Estate Services, LLC - Carolina Newswire (press release)


Diversified Estate Services, LLC
Carolina Newswire (press release), NC - 16 hours ago
One that has been popular with investors in the past is the fixed annuity. Fixed annuities typically offer competitive interest rates, with the principal ...

NET10 [advertising/design goodness - advertising and design blog]






I like this new “viral” video for NET10. Its all about the concept of cell phone companies being evil. I like this a lot more than the Kobe Bryant jumps a car virals that are currently floating around as well.
Agency: Droga5

Source: http://feeds.feedburner.com/~r/Advertising/designGoodness/~3/299890533/net10.html

Pakistan's Sharif wants Musharraf ousted and tried (Philstar.com)

LAHORE (AP) - A Pakistani leader stepped up the pressure on President Pervez Musharraf yesterday, branding him a "traitor" and claiming that the ruling coalition had agreed to oust the former army strongman.

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=12k2h4f89/*http%3A//www.philstar.com/index.php?Global%20News&p=54&type=2&sec=3&aid=2008052834

Sunday, May 25, 2008

Branding Canadian education - The Guardian


Branding Canadian education
The Guardian, Canada - May 23, 2008
Canada is about to get a new brand for post-secondary education that officials hope will attract more international students to the country’s universities. ...

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://www.theguardian.pe.ca/index.cfm%3Fsid%3D137476%26sc%3D98&cid=0&ei=88k5SNDHKp2AywSY_JHkBQ&usg=AFrqEzd2yoeCuRVc5lMjwZe3VfcbsNGDog

Motorsports notes: Miller's facility shifts gears to get ready for ... - Salt Lake Tribune


Motorsports notes: Miller's facility shifts gears to get ready for ...
Salt Lake Tribune, United States - 7 hours ago
Nearly $1 million has been poured into the facility to prepare for the HANNspree Superbike World Championship's StriVectin-SD USA Round, including an ...

Source: http://news.google.com/news/url?sa=T&ct=us/3-0&fd=R&url=http://www.sltrib.com/sports/ci_9375679&cid=0&ei=jo45SJzxL430yATjqf3LCA&usg=AFrqEzfol72BZRUVrqgs9SxJzjYzLiJiBw

Weezer - Pork and Beans [Webwalker]

I love stupid viral videos, I love weezer. Add ‘em both together and I find myself needing a stronger word. The cast (or those imitated) reads like a who’s who of one-minute wonders.

Technorati Tags: viral, video, weezer, porkandbeans,

Source: http://feeds.feedburner.com/~r/Webwalker/~3/296751332/

People's Liberation Appoints Andrea Sobel Executive Vice President of Branding and Licensing (Business Wire via Yahoo! Finance)

LOS ANGELES----People's Liberation, Inc. , designer of high-end casual apparel under the brand names People's Liberation™ and William Rast™, today announced that it has appointed Andrea Sobel to the position of Executive Vice President of Branding and Licensing.

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=11rmqa38l/*http%3A//biz.yahoo.com/bw/080522/20080522005234.html?.v=1

Mun2 Launches Multiplatform Branding Campaign - Portada Magazine


Mun2 Launches Multiplatform Branding Campaign
Portada Magazine, NY - May 23, 2008
Mun2 has announced the launch of an aggressive multi-platform ad-campaign that will seek to frame the bilingual entertainment network as key player in the ...

Source: http://news.google.com/news/url?sa=T&ct=us/8-0&fd=R&url=http://www.portada-online.com/html/website/paid/2008/may26/mun2.aspx&cid=0&ei=_hg5SIOsF4iwyQTOpb3sDw&usg=AFrqEzexeqhy5OrZ2g55gMeJBxjN-8rV2w

Saturday, May 24, 2008

Last Chance To Join StomperNet [Entrepreneurs-Journey.com by Yaro Starak]

If you have been following all the great videos from the Going Natural 3.0 series from StomperNet then you probably know the full program opened yesterday to take new members - you probably joined already too.
As I write this you can still get in if you haven’t made the decision yet. Here’s the link to [...]

Source: http://feeds.feedburner.com/~r/EntrepreneursJourney/~3/296615139/

Denny's wants to rock 'n' roll all night long (USA Today)

The 55-year-old family dining chain known for its Grand Slam breakfast and 24/7 service, this weekend begins to revamp its late-night branding with a most unlikely image makeover aimed at twentysomethings via their taste buds and even their ear buds.

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=12u24fv2f/*http%3A//www.usatoday.com/money/industries/food/2008-05-22-dennys-new-menu-rock_N.htm?csp=34

Wi-LAN and ASUSTeK Sign Multi-Year Wi-Fi License Agreement - FOXBusiness


Wi-LAN and ASUSTeK Sign Multi-Year Wi-Fi License Agreement
FOXBusiness - May 22, 2008
OTTAWA, CANADA, May 22, 2008 (MARKET WIRE via COMTEX) ----Wi-LAN Inc. ("Wi-LAN" or the "Company") (TSX: WIN), a leading technology innovation and licensing ...
Wi-LAN, ASUSTeK Sign 5-year Wi-Fi License Agreement - Quick Facts RTT News
Wi-LAN inks wireless deal with seventh-largest laptop maker in the ... Ottawa Business Journal
all 15 news articles

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://www.foxbusiness.com/story/markets/industries/telecom/wi-lan-asustek-sign-multi-year-wi-fi-license-agreement/-1559573255&cid=1215116230&ei=i_A3SIrhKov6yATq2IHXBQ&usg=AFrqEzcmeKIw3XEj7gojzxUKZH2aULEUZg

Friday, May 23, 2008

MLS - Davis: Morrow a victim of unrealistic expectations - ESPN

MLS - Davis: Morrow a victim of unrealistic expectations
ESPN - May 21, 2008
Steve Davis is a Dallas-based freelance writer who covers MLS for ESPNsoccernet. He can be reached at BigTexSoccer@yahoo.com.
FC Dallas fires coach after being routed by Galaxy Los Angeles Times
FC Dallas fires coach Morrow Sports Network
US Soccer Player Soccer America
United Press International - Fort Worth Star Telegram
all 113 news articles

When Good AdWords Ads Go Bad [CenterNetworks]


PingdomThe fine folks at Web monitoring service Pingdom are out with their latest list. This time it's Goole AdWords ads that have gone contextually wrong. From a new brain on eBay to visiting Hell with Kayak, these ads are a hoot.



Here are a couple of my favorites from the list:



Here we find that selling on eBay is like selling your soul - with all of the fees they charge and the PayPal fees, I guess it makes sense.






We already know that the Germans make the best knives (see latenight tv), now we know they make the best AdWords ads. I just love these ascii ads -- too bad Google has banned them. I've watched that second car for hours and it never gets any closer to the car in front of it.





VoSKY Exchange Adds Click-to-Call, F/MC to its Bag of Tricks (IT Management)

In 2007, VoIPplanet.com introduced the VoSKY Exchange gateway to its readers and reported on its certification and co-branding by Skype. Today, Sunnyvale, Calif.-based VoSKY is announcing a new feature: click-to-call (C2C) capability, wherein a link on a website will place a call to a live agent via the company's VoSKY Exchange gateway.

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=140efr8kv/*http%3A//itmanagement.earthweb.com/netsys/article.php/3748871/VoSKY+Exchange+Adds+Click-to-Call,+F/MC+to+its+Bag+of+Tricks.htm

People’s Liberation Appoints Andrea Sobel Executive Vice President ... - Business Wire (press release)


People’s Liberation Appoints Andrea Sobel Executive Vice President ...
Business Wire (press release), CA - May 22, 2008
Ms. Sobel has also taught marketing and branding courses as an instructor at Fashion Institute of Design and Marketing (FIDM) in Los Angeles. ...

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://www.businesswire.com/news/google/20080522005234/en&cid=0&ei=u-42SPuQJo7IlgTriKC3Dw&usg=AFrqEzd5MNhroa3h5ZIX0_3TZv67XhTAhQ

New to B2B internet marketing? Start with content.



Photo:  Internet strategy mazeThere’s a reason marketers are literally pouring their budgets into new internet marketing programs. 


They work.


Marketers spent $16.9 billion on search, display and rich media in 2006, and that number could be $31.3 billion by 2011 according to ClickZ and IDC Internet.  Internet advertising is growing three times as fast as the overall ad spend, they explain.


B2B companies are still relatively new to internet marketing.  But even an entrenched, traditional firm can successfully implement an internet marketing strategy with dramatic results. 


But where do you start?  Optimize your website?  Launch a paid search campaign?  Try your hand at blogging, article writing, social media?  The choices are overwhelming.


Here’s a great springboard:  Add valuable content to your website.  Don’t just slice & dice your sales literature -- I’m talking about high quality pages, white papers, tools and other content that’s meaningful and relevant for your prospects and customers.


Enquiro has published a number of terrific studies about the role of search engines in the B2B buying process.  In their 2007 search study, 65.3% of business buyers said they would start their research with a search engine.  “We found a heavy reliance on online research in all aspects of the purchase cycle,” they say.  “Online resources are critical in the business purchasing process and a few of them stand head and shoulders above the rest, notably websites and search engines.”


Quality website content can help you take advantage of this trend and deliver three big benefits:  1.  Lure visitors and prospects, 2. Qualify & engage your audience, and 3. Build your brand.


1.  Lure visitors and prospects


Many B2B companies think of their website as a static brochure -- home page, product page, services page, about us, and maybe a news center.  And if people are searching specifically for your company or product name, they should find you.

 

But what about the prospects who have never heard of you?  What will they search for?  They’ll use a keyword or phrase that describes their problem, their pain or a general category of solution.


When your site is inwardly-focused, it’s virtually impossible to rank highly in search engine results for broad terms unless you pay for it.  Why?  Because you need GOOD content that’s relevant for those general descriptions people are using.


Search engine spiders need content


Search engine spiders scour the entire web about once a month.  They “read” as much of your site as they can and then decide 1. what it’s about and 2. whether it’s important. 


When you give the spiders more rich, relevant content about your area of expertise, you’re improving the likelihood that they’ll say yes, this is important and deserves to be ranked highly in search results. 


Spiders also prefer content that’s updated regularly.  In fact, when you update regularly they’ll visit you more frequently.  That gives you a chance to get your new content in the search engine results more quickly and can help your Google PageRank.


Generate more inbound links


When you offer more quality content on your site, you’re creating more reasons for other sites to link to you.  This activity delivers two benefits:



  • People will click through from other sites.

  • Search engines will reward you.  Spiders say, hey, this content must be valuable or other quality sites wouldn’t link to it.  And when they’re deciding what sites are the most valuable, these “votes” are a critical variable.




2.  Qualify and engage your audience


You’re probably painfully familiar with this vicious cycle:  Marketing generates leads but sales doesn’t follow up; salespeople complain that leads aren’t qualified and not worth followup. 


This morning I wasted 45 minutes of a sales rep’s time (and my own) because I misunderstood his service.  I had done a Google search, looked at a bunch of websites, and contacted a few that I thought were the best fit.  However, I wasn’t the ideal client for his company.


He could have shortened that call to 10 minutes if he had asked more qualifying questions.  Better yet, his website could have done it.


You can cover much of the early sales process with strategic website content.  Spend more time educating your prospects and your leads will be more qualified.


3.  Build your brand


Your website is often the first interaction your prospects have with you.  What does it say about you?  Does it create trust?  Does it make prospects want to do business with you? 


If your site is a standard brochure-type site with an inward focus, you’re missing an opportunity to build your brand (and B2B brands are important just like onsumer brands). 


Instead, create more content that communicates your brand promise.  Speak directly to your audience and their pain.  Build value and make them want to work with you.


Conclusion


It isn’t easy to write good content for the web, but a great copywriter can help you develop the strategy and create these valuable assets that can help you drive traffic, leads and revenue.  And consider creating content for different market segments or buyer personas, too.


Once you have solid content on your site, you can start adding social networking tools and campaigns to leverage that content. But you have to start somewhere … and that means creating content first.


This is a really long post and I want to share some specific content ideas and examples.  Look for them soon!





Technorati tags:  SEM | SEO | business | marketing | sales



Source: http://feeds.feedburner.com/~r/MarketingTipsFromTheTrenches/~3/134263466/template_permalink.asp

Some Pig Wants You to Bring Out Your Dead [Adrants]



Oink Ink Radio needs entries for its 11th annual Dead Radio contest.


Source: http://feeds.feedburner.com/~r/adrants/~3/295893010/some-pig-wants-you-to-bring-out-your.php

Thursday, May 22, 2008

NEWS: Nintendo to Sponsor IndyCar, NASCAR Cars (Nintendo World Report)

A one-off partnership with Target will see Wii Fit branding on race cars in each series' respective biggest and longest races of the year.

Source: http://us.rd.yahoo.com/dailynews/rss/search/branding/SIG=11u9so1bc/*http%3A//www.nintendoworldreport.com/newsArt.cfm?artid=15958

Dalton Launches New Branding Campaign - WDEF News 12


Dalton Launches New Branding Campaign
WDEF News 12, TN - May 21, 2008
The Dalton Whitfield Joint Development Authority revealed "Greater Dalton : Where Inspiration Lives" as the new tagline for the area. ...

Source: http://news.google.com/news/url?sa=T&ct=us/9-0&fd=R&url=http://wdef.com/news/dalton_launches_new_branding_campaign/05/2008&cid=0&ei=YzQ2SPvAGJr8yASuhNG8Dw&usg=AFrqEzc3Xnz4i_7pXPUbXDdTfTRI6xnFCQ

Distribution channels for services: Big ideas, big payoffs



Photo: BridgesLast week James talked about the unglamorous but important topic of distribution channels. It’s one of the “4 Ps” (“placement”), but many marketers and smaller companies don’t think about it as often as they should.  And it’s potentially the most important strategy in your arsenal. 


When you sell a physical product, it’s easy to keep distribution strategy and channels at the top of the priority list.  You may have a direct sales team, a network of resellers & VARs, a retail presence, a catalog and/or an e-commerce website.


But what about distribution options for intangibles like services?


Most service firms in the U.S. are small businesses under $1 million in revenue. Many are caught in the E-Myth -- the founders are working in the business with little time to work on the business.  And when you’re stuck in the E-Myth, it’s tough to find time to lead your company to hyper-growth.


For these businesses, a new distribution channel can be just the ticket.  The opportunities may not be obvious, but they’re there when you apply your creativity.


Here are some key questions to get you started:


1. List other products or services your customers use.



  • What problem are your customers trying to solve when they buy from you? 

  • Are there complementary services or products that come before or after they join you? 

  • What else may be on your decisionmaker’s plate at the time they buy from you?




2. Find organizations who already have access to your prospects.  Think broadly about



  • Media they consume (online content, podcasts, industry publications, newspapers, etc.)

  • Services they subscribe to

  • Consultants or vendors they work with

  • Companies they buy from regularly

  • Organizations they belong to

  • Events they attend




The organizations you’ve listed are potential distribution partners or channels for you! 


Here are a few case studies to inspire you as well.


Strategy #1:  Buck tradition


Logoworks uses a non-traditional distribution strategy for their industry with enormous success.

 

There are thousands of graphic designers & firms in every city.  They compete for the same business and it’s difficult to gain leverage over their time. 


Instead of setting up shop and knocking on local doors, Logoworks distributes their design services via the internet.  They use search engine marketing (both organic and paid search), online ad campaigns and ongoing online publicity to gain clients all over the world.  It’s possible for them because they also distribute their product – logo designs – via the web.  


This distribution strategy also gives them a more compelling value proposition:  operational efficiency.  By using a pool of virtual designers, Logoworks is able to provide clients multiple design options at a much lower cost than a traditional firm.


Their internet distribution model has been extremely successful, and this spring, H-P acquired the company.  Why?  H-P wants to use the Logoworks offering as a value-add to their small-business customers.


That’s a smart distribution strategy.


Strategy #2:  Hang out with your customers


Here’s another distribution option: partner with a company whose customers need your service.


Geek Squad


Let’s say you’re launching a new tech support service. You could knock on doors and market your services locally.  Or you could raise millions and spend it on marketing, physical locations and overhead. 


Instead, Geek Squad partnered with Best Buy to offer their services right inside their stores.   When Best Buy sells a computer, customers know that Geek Squad can service it if they have any problems. They even promote the Geek Squad brand in the parking lot.  

 

This partnership was so successful that Best Buy acquired Geek Squad in 2002.


Jigsaw


Companies that create software widgets can find great success partnering with bigger software companies that have a critical mass of users.


Jigsaw founders Jim Fowler and Garth Mouton were a pair of high-tech sales pros frustrated with the amount of time they spent searching for contact information. So they created Jigsaw, an online directory of more than five million business cards.


Now they needed access to salespeople, so they joined Salesforce.com’s App Exchange program, offering their service to any Salesforce user.


Salesforce.com is a major distribution channel for Jigsaw, giving them access to tens of thousands of potential customers.


They’re now one of the 10 top App Exchange applications.


Home Depot


How about a non-technical case study?  Consider all of the vendors who provide service via Home Depot.


When you hand over your credit card for granite countertops, flooring or a new garage door, you don’t have to DIY.  Home Depot will sell you installation services if you need them, but they don’t provide those services directly. 


Instead, they have teams of subcontractors in each market to perform those jobs.  Home Depot is a distribution partner for those contractors, giving them access to a large pool of customers who need their services right now.


Get serious about distribution!


Developing a new distribution strategy, then creating and managing the program can be tough work – particularly if you’re a service company with limited resources.


But if you’re looking for new ways to gain leverage and build your business, take a serious look at your distribution strategy.  You can start small with a single partnership and work up from there. 


Still reading?  I must have hit on something valuable!  How does your company think about distribution?  Have you considered new strategies in the last year?  What’s worked and what hasn’t?  Please share your thoughts in the comment area below.


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