Sunday, February 19, 2012

Brand Protection - 5 Reasons Why This Is Essential


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There are a lot of factors that go into constructing a brand identity. From relationship building with both clients and other businesses, to designing and implementing marketing campaigns, it takes time and money to find your place in the market. It would make sense then to ensure that all this hard work in building a brand would come with a degree of protection. Here are five reasons why it is imperative that you register any trademarks used in the course of your business operations.
It Will Deter Competitive Use
Having a registered trademark means placing it on a public database, searchable by anyone looking to use their own branding. If you choose not to engage in some form of brand protection by completing the trademark registration process, other firms may not even be aware that you are using such a mark. However, the simple fact that it is up there for all to see will usually deter any competitors from using something substantially similar.
It Helps You Build a Brand Identity
Without brand protection it is difficult to build any sort of identity for your business. Registration is the difference between using a series of vague concepts you have no substantive legal rights to, and literally owning your brand. Ownership of your business in terms of the physical inputs is one thing, but a brand is something more nebulous. It can't be touched or felt; it is simply the collection of intangibles that make up how your company is perceived. Registering a trademark brings this into the realm of ownership, where you can assert rights to it as you would the land your business is built on.
Provides Certainty
Knowing that you have brand protection allows you to move forward confidently with any marketing campaigns you wish. For example, you may have invested a lot of time and money into designing a marketing campaign and producing various forms of advertising around an image that can be trademarked. If you have yet to register it, another firm may beat you to it, and come out with a similar campaign before you do, at a considerable loss to your firm. Brand protection offers certainty, and allows you to move forward confidently.
Avoid Future Legal Issues
The beauty of brand protection through trademark registration is that once you have registered something the legal process behind resolving any future conflicts is relatively straightforward. You simply need to show that the conflicting mark is substantially similar to yours so as to cause confusion. Once this is proven, the infringing party will have to cease using that mark.
Long Term Protection
Trademarks can essentially last forever, provided you renew them every ten years. Registration is the best way to secure the long term future of your brand. The only other thing you must consider is that the trademark cannot go unused for more than three years at a time, or it will lapse.
Recognising the potential of the internet for delivering a range of professional services, IPOL's aim is to assist people who want to file their own design and trademark applications in Australia to achieve a high quality result with minimal effort.
IPOL is concerned that intellectual property owners often file for trademark registration in Australia themselves with very little knowledge of the important issues and potential pitfalls.
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Three Common Misconceptions About Using Pop Up Displays As Part Of A Customized Exhibit


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Expert Author Chris A. Harmen
Every business that has ever engaged in a trade show display convention understands that catching the fickle and wandering eye of the crowd is critical to the mission's overall success. Enticing visitors to stop into trade show displays throughout the convention is the only way to generate leads, network and, hopefully, close. Without keeping a steady focus on actively and strategically endeavoring to garner attendee attention, businesses can easily fade into the background and get overlooked by the swarms of pedestrians trafficking through.
Pop Up Displays Hold Their Own With Other Exhibit Options
While no one questions the importance of making a major marketing impression at each promotional function, organizations often vary on their trade show display approach. In today's fast-paced global marketplace, many businesses often subscribe to a "bigger is always better" mentality. These corporations assume that smaller, portable pop up displays simple can't deliver the "wow factor" often associated with their full-sized trade show display brethren. However, peeling back the layer of misconception shrouding these smaller booths and exhibits inarguably proves that nothing could be further from the truth. These compact marketing exhibits more than hold their own when competing with larger exhibit models...and then some.
Getting The Facts On Portable Booths
When considering whether pop up displays will work for your company, carefully separate fact from fiction before making a final decision. Some popular portable exhibit myths include:
Pop Up Displays Are Too Cookie Cutter: This is possibly the biggest fallacy surrounding these petite promotional resources. While portable stands have a smaller footprint than other exhibits, they deliver virtually the same endless options in look, fit and finish. Opting to go with a portable booth never means having to settle for one size fits all designs.
We'll Have To Sacrifice Brand/Logo/Slogans: Simply not true. Yes, the overall canvas scope is slightly smaller. However, your company will still have ample space to include all the needed promotional missives. From product lines to taglines and everything in between, your smaller-sized booth will deliver a finished design that fits with your organization's brand identity.
We Already Have A Full Size Exhibit: Many businesses wrongfully assume that pop up displays have no place in their already designed trade show exhibits. However, portable booths can make an excellent addition to overall convention impression when used in conjunction with larger models. Use these smaller exhibits inside bigger trade show displays to showcase or reemphasize the most important advertorial messages to visitors stopping in your booth.
Finally, these smaller scale options also yield a host of benefits that bigger booths just can't offer. Most models can easily be carried and set up using just one staff member for optimal savings in freight and manpower hours. Also, these portable designs work perfectly for smaller venues that just can't support a larger floor model. With their custom flexibility, ease of transport and affordability, it's easy to see why many businesses are successfully incorporating pop up displays as part of their overall marketing convention image!
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Increase Retail Sales: Motivate Your Staff


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Change management lessons learned from 575 organizations
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Expert Author Danielle Lavallee Wasson
Retail sales are tough, store traffic is down, your staff is feeling sluggish and the end result are lower sales. What can you do to increase sales and turn this trend around? Start by motivating your sales personnel. Positive and motivated salespeople sell more than the lazy and grumpy.
It is easy to become bored with products over time and this boredom can be reflected in sales presentations. It is also a problem if the quality of a product declines because salespeople lose confidence in said product and no longer push this product. If you have just brought in a new product, sales might be sluggish because your team lacks product knowledge. Lack of product knowledge might mean that they are not highlighting the features, advantages and benefits desired by your clients. You can do three things this week to improve your teams' knowledge and to motivate them.
  1. Set up a mandatory 30 minutes per week training session for your entire staff. During these sessions, discuss features, advantages and benefits of one or two products. Star salespeople love to share their knowledge because they know that it will lead to more sales. It is almost impossible to discover if your product will solve your clients problem or fulfill his needs if you do not have a thorough knowledge and understanding of which benefits your product does and does not provide.

  2. Set goals for each team member as well as a group goal. Place the group goal up on a wall so they can see it every day. Track how well they are doing as a team. If you really want to motivate them, attach a spiff to attaining the goal. The spiff does not need to be expensive, be creative and make it fun for everyone. Like any other goal, it must be SMART: specific (sell 30 gadgets), measurable (you can track gadget sales), attainable, realistic (if you have no inventory of said gadget, it is not realistic to believe they will sell) and time-targeted (before June 15).

  3. Get rid of negativity immediately. If you have a naysayer on your sales staff who brings every one else down the minute he walk in, it is time to have a talk with him in private. Address negativity by having him concentrate on solutions instead of the problem. Place him on an improvement plan with a deadline. When he starts to be negative again, talk about solutions, not problems. In the end, if this does not improve and your business is affected financially, you might have to make a difficult decision and either move him to another department where he will be happier or ask him to leave.
While there are so many other things you can do to motivate your staff, start with these three tips today. Motivated, happy employees simply produce more than negative employees, especially in sales. Lastly, consider smiling, even when times are tough, and giving at least one person a day a heartfelt compliment or words of encouragement. It will make a tremendous difference in your life and those who work for you.

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Pop-Up Displays for All


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Total Solution Video wall display, LCD wall, LED wall display
All-in-one system, plug and play 20k hours life of light source
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Trade shows and international exhibitions have become one of the most popular ways of advertising businesses. It is not just a one man's task to organise such huge ventures. They have to be organized as per a few regulations and policies. Trade show organizers are the people who excel in such activities.
Though there are many varieties of stands and designs available for pop- up banners, hook and loops and imprinted fabrics are the two major kinds of pop- up displays. The imprinted fabric is used for portable booths. It is a graphics imprinted canvas stretched across a frame. It is light weighted and easy to mount. The hook and loop fabric is a flexible source of advertising. Graphics can be edited or added in just a few seconds.
Advertising companies offer collage style and displays for budget advertisers. The collage displays have segments between different parts which enhances the appeal of the graphics. For budget minded traders displays with simple graphics and text are available. Just that extra touches and luxury effects are not added to them, they are as good as any other pop- up display.
Pop- up trade show displays are the primary sources that contribute to attracting customers. It is not just enough to have an eye- catching graphical design on the banner, but the design and text should be informative and knowledgeable enough to explain the product. For those who prefer a standalone exhibit for their product pop- up displays is the best option.
Any exhibition or trade show has a number of people participating with colourful banners and sign boards set up on the booths to attract the attention of the customers. Today's customers are very wise and prefer only quality advertisements rather than checking into any product just like that. But with a tight marketing budget and limited resources making the business and services stand apart in the crowd was a difficult task until a few years ago, but not anymore! The best update for a business or new product is pop- up displays.
Pop- up trade show displays offer striking visuals for a very affordable price. The graphics offered by advertising companies are of two types - mural graphics and detachable graphics. While the mural panel stands for years together the detachable graphics have a better appeal with increased durability and texture. The large format printing is for those who prefer the sharpest quality of graphics.
There are a couple of most common options to display the products. The Arise pop- up display is the toughest display. It is a detachable and can be assembled easily. The display is supported with a thick aluminium tube and solid connectors. This type of display lasts for years together. The thick frame, sturdy support and individual magnetic channels offer the display a gorgeous appearance. Adding to them the graphics enhance the designs attracting the passers-by.
The premium Hop- up display uses Orbus Hop- up frame with customized graphics on it. It is priced lower than the other pop- up displays. It is available in various sizes to fit the booths. The heavy duty frame comes with lifetime warranty which is robust and durable.
The ultra-premium products offer the ultimate quality to the advertisers. The frame is made of high quality metal and the graphics used on it is designed specifically to suit the customers' needs. This display kit has an internal shelf on which the samples of the products can be displayed. This not just offers the customers a vague idea but also gives a realistic opinion of the products.
Quality graphics offered by the advertising companies are similar to that of a high definition television to project the companies. Professional look, sturdy frames and strong graphics are offered to the customers for a reasonable fee. Starting from just $ 440 one can opt for specific sizes which can go up to $ 1000. Single and multiple graphic packages are available for businesses who like clean and professional approach in advertising.
Uma V Kulkarni, a freelance writer is experienced in writing articles and blogs on various topics. She has been working as a freelancer for the past 5 years. Writing is not just a profession but is a passion for her.
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Custom Printed Acrylic Tumblers: Eco-Friendly and Stylish


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When it comes to marketing, one of the first things all businesses should do it see what consumers like and don't like at such time. For example, in today's world, being stylish and environmentally friendly is in and continues to be the latest and greatest fad. With this in mind, why not show consumers that your business is well aware of what customers are looking for by offering them promotional tumblers? Not only are these tumblers stylish, they're also eco-friendly, useful, and consumers are sure to love them. Custom printed tumblers make for the perfect promotional item for any type of business, from cleaning companies to fitness centers and every company type in between.
Promotional acrylic tumblers will allow consumers to take drinks with them on the go. Tumblers come with a straw and a lid which makes drinking a lot easier and safer as users don't have to worry too much about spilling their beverage. Surely enough, these custom printed acrylic tumblers will become a fan favorite which means that your company will get exposure and visibility on a daily basis.
The fact that our custom printed tumblers are eco-friendly is sure to be a big hit amongst consumers. Consumers want to be able to use products that are safe for the environment since being green is now the way to live. By using custom printed acrylic tumblers, consumers will see that your company too cares about the environment and is able to provide useful custom printed acrylic tumblers that can be stylish and cool while still keeping Mother Earth safe.
With promotional tumblers, businesses have the opportunity to have their company's name, logo, and any other needed information printed right on the cup itself. Each tumbler can be purchased in a variety of colors which is important if your company wants to show versatility and really wants to catch a few eyes.
How To Use Custom Printed Acrylic Tumblers
Once your company has designed the promotional tumblers, you may be wondering just how you'll get tumblers into the hands of consumers. Thankfully there is an endless amount of methods and there is truly no wrong or right way to do it.
For example, your company could attend a trade show or some other type of public event, such as a festival, fair, or even a concert. When attending the event, have employees pass out tumblers to those who come by your business' booth. This way a wide variety of consumers are able to come into contact with your company's name.
At the same time your business could also give out custom printed acrylic tumblers during a business giveaway or during a special promotion. If customers spend $20 or more at your store, they get a free tumbler or every 5 customer is given one of your promotional items to take home. The key to giving out promotional acrylic tumblers is being creative, fun, and innovative. Give out your tumblers unexpectedly to really wow consumers.
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Truth in Advertising (Believe It or Not?)


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Expert Author Mandie Crawford
It happened again. While searching for a new investment property - I stumbled across an 'almost too good to be true' price for a 2 bedroom condo in Calgary. I poured over the ad several times. I put it aside and came back to it 3 separate days and then made plans to drive 1 hour and 45 minutes to see the condo.
Surprisingly we never found the new condo. We never found the address - or a sign posted saying a condo was to be built. In fact we never even found an empty field at the address listed on the advertisement.
I called the phone number to find out the sales office was 30 minutes away. I re-read the ad in the magazine. Nowhere was the address for the sales centre given. So I called again to clarify the other locations advertised.
It turned out that NONE of the locations had a condo at their several mentioned locations for the price or the size mentioned in the ad. The sales woman acknowledged that the reason the ad was written in the way it was - was to get an interested party to call in or come in and they would up-sell them.
For this reason - I will never again visit a showroom associates with this company. Neither will I read their ads. They will be immediately deleted from my conscious considerations.
The truth is a misleading ad that is meant to reel you in like a fish hooked by the headline or big print ad will only serve creating mistrust with readers. And you can bet there is now way they will recommend doing business with you.
So how are we supposed to catch the attention of the reader in an advertisement?
Tell the truth. It is a simple as that.
Our businesses all solve problems. Our best customers have the problems we solve. A great headline that will attract the attention of the right person will mention the problem or how the problem was solved - and the reader will identify with it.
Another way is to peak the curiosity of the reader. An example might be - "Why does Fido run to the door every time the doorbell rings - and what has that got to do with my ability to succeed?" would peak my curiosity.
Good advertising is targeted to reach the right customers - educates and informs them and offers a solution to their problem. If they truly have the problem - and want it solved - and now is the right time and you have the right price - then they will call or visit for more information. Being creative and writing good copy is part of getting their attention but in the end they need to want what you have to offer.
You may have to get creative - but you will never have to lie to them. Misleading advertising only serves to drive customers away - for good.
Make sure your offers:
• Are clear
• Catch the attention of the reader (get creative)
• Are factual and truthful
• Do not have small print (signifies trickery)
• Have a call to action
These are simple steps - and will ensure your contact with the potential client is above board - and begins to build a relationship instead of poisoning it before you have an opportunity to interest them in your offer.
"One of the keys to effective communication and dispute resolution is understanding ourselves and how we think and also understanding how others are wired as well. Each of us has personality styles that are unique to ourselves - however there are also patterns as well. When you understand the differing personality styles and their blends - you begin to see people as they are with more understanding! For more information on understanding personality styles please contact Mandie at president@roaringwomen.com."
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