Sunday, February 19, 2012

Getting Your British Brand Into Brazil


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Building a brand in a nation other than your own can be extremely difficult, unless you have the knowledge and the 'know-how' of how to exploit the market you're entering into. Breaking into the Brazilian market gives British brands the opportunity to connect with a population of 192 million people, but you need to understand Brazil in order to make marketing and advertising work for your British business.
The Brazilian people take a strong sense of pride in their nation and are incredibly patriotic; therefore, applying a strong essence of local flavour to marketing and communication strategies can ultimately push a British brand right to the forefront of the Brazilian economic market.
What's the fastest way in?
One of the more successful ways that British brands are currently marketing themselves in Brazil is digital advertising. Looking at the facts, Brazil has recently surpassed Britain to become the world's six largest economy. This has made Britain sit up and take notice of Latin America as its economy continues to grow.
In a bid to take advantage of the Brazilian market, British brands have focussed their marketing and advertising efforts on the digital community. At present, Brazil is said to be the fifth largest country in the world with digital users, with approximately 91 million people online (Source: Forrester Research). This gives British marketers the scope they need to reach a high volume of potential consumers using cost effective digital marketing, products and services.
The great thing about Brazil at the present moment is that it is adapting to new trends without any hassle. For instance, a high number of people who originally had no comprehension of technology are suddenly switching to using smartphones. For a British marketer, anticipating this kind of adaptation to technology and having the right tools and content to push their brand is of the utmost importance when it comes to making an impact in Brazil."
Furthermore, the Brazilian government has also actively made an effort to offer free Wi-Fi across the nation and this has led to Brazil becoming the third highest user of the internet on the planet. This leaves UK brands in a prime position to make the most of advertising opportunities in a nation that is thriving and with the UK being a digital leader they can add value to the Brazilian digital market.
In the height of the digital boom currently taking place in Brazil, Social Media has also seen exponential growth. Social Media platforms such as Facebook, Twitter and YouTube have really taken off in Brazil, particularly amongst the youth of the nation. Again, Social Media is something that the UK is immensely familiar with when it comes to businesses promoting and marketing their brands.
In terms of British brands really making themselves known in the Brazilian economy a concerted effort needs to be made in connecting with the digital market that is growing in Brazil. Whilst a number of British brands have served up an offering in hitting the digital world in Brazil, they have not really been too successful because their campaigns do not tie in with Brazilian culture.
UK business brands need to adapt their digital advertising efforts to appeal to the Brazilian way of life. Too many are going in being 'too British' in their approach. British brands have to establish the comparisons between British and Brazilian culture. That way, a lukewarm market for British brands can potentially become a lucrative market.
Waseem Saddique is the CEO of Waseem Saddique Marketing Services based in the UK. Waseem also has business interests in Brazil, owning a housing development company, based in Rio de Janeiro. Therefore he understands the Brazilian economic climate well.

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Building Brand Awareness With Focus On Retail Packaging


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Expert Author Danica Pemberton Green
The advent of the internet has changed a lot of things. The print media for example is going the way of cassette tapes, VHS, and probably the old MTV we love. The main reason for this is that people today are finding it easier to read their news online. This change in how we do things is also affecting how consumers act in the market thus businesses should take note.
Back in the days, advertising through the old media is very productive for businesses. This one-way communication though is no longer as big as it was in yesteryears. The internet has changed the way consumers develop their loyalty to a brand. For example, before buying almost anything, a person would do a quick research online to see what people are saying about this or that product.
Because of the shift in how consumers develop brand awareness, it is no longer a good idea for business to cut down their budget for the new media in favor of the old. Advertising online and providing good customer support via email, through the phone, and whatnot are now even more important. So where does retail packaging come into the equation?
Since people are now less likely to pay attention to ads on the old media than they were before, you need to be there for them online. But advertising online is not as easy as it seems. You need to make sure you target the right niche to ensure that your advertising dollars would go to work. Therefore, you need to have your products speak to the buyer.
You do this by spending on retail packaging. If your business' product packaging is not making a connection whatsoever to your target niche, you are not maximizing your profit. A consumer takes about 20 seconds browsing a retail shelf. In that span, they do not have the time to read those long-winded benefits of the product. You need to attract them with an appealing packaging.
Once you have their attention, it would be easier for them to pick up your product, learn more about it, and probably buy it to try it. If your product is a good one, they would be more than willing to try it again...and again until they become loyal to your brand.
So in times of economic crises, you do not have to go the traditional route of cutting your advertising budget for the new media. In fact, you should allocate some of the money earmarked for the old media towards spending for a better solution that would fit the shifting market consumer paradigm.
Danica Green is a firm believer in the importance of choosing the right product packaging like paper shopping bags for every business. She currently writes about her thoughts on the subject about shopping bags, retail packaging, gift boxes, and other ways products are presented by businesses to their clientele.

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The Importance of Using a Good Copywriter


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It seems that every small-business owner I run into considers themselves a copywriter. Usually they will get that you need a designer, web designer, maybe even a marketing person but they just don't see the value of a copywriter. After all they learned to write in grade school, didn't they? So they should be able to write ad copy, web content, and most anything a good marketing plan would require, right? They may think so but it's a rare business owner who can write effective ad copy or web content let alone the myriad of pieces of copy that a good marketing plan requires.
A copywriter doesn't cost he pays
This is the hardest thing to get through to a small businessperson, especially on a tight or non-existing budget. Think of it this way though. Instead of saving money you're actually losing money by writing your own copy. First of all you probably have a business degree not a journalism degree so writing copy doesn't necessarily come naturally. So it takes you longer to write something than a professional copywriter. This is time spent that you can't afford to take away from the business. Your time would be better spent doing what you do best...running the business. Second, a good copywriter knows how to craft effective copy. He knows what words motivate potential clients. He knows how to optimize his text for the web by using keywords. A good copywriter is practiced at selling products. He has valuable experience partnering with business owners to get their story told to the world effectively. These are qualities that take years to cultivate. Do you have the time?
Copywriters understand SEO 
Nowadays it takes more than being a good writer to be successful at copywriting. Now a copywriter has to keep in mind SEO (search engine optimization) so his client can be found easily on the web. If your web content is not optimized so the search engines will readily pick you up you are losing out on a great opportunity to reach potential customers. Today's copywriter will carefully craft text that is optimized for the web. He will keep this in mind when working on projects that may end up on the web at some point. This is an important marketing strategy and should not be taken lightly. Keywords that trigger search engines are very important in today's written communications.
A good copywriter understands design
A good copywriter also understands good design and can partner with a designer to enhance the overall design. By designing his words to work seamlessly with the design you multiply the effectiveness of the project. A well thought out headline can make a good design become a great design. Don't miss out on this key component of effective advertising.
So even though you fancy yourself a copywriter it's best left to the professional. Trained copywriters bring with them not only talent, but also valuable experience. Experience you need in getting your message out there. So stop banging your head against the wall trying to come up with some clever copy for your latest ad campaign. Instead hand that important task off to a professional and reap the benefits of more time, better results, and increased sales.
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How to Organise a Conference


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Successful conference management requires careful planning, and good organisational skills. There are a number of factors connected to organising a conference, and these are some of the most important.
Firstly, consider what type of conference you are organising. Is it for corporate clients, where you will be promoting your products and services? Or are you planning a commercial conference, where people will pay an entry fee, and the conference itself will be advertised to a certain sector of the market? In conjunction with this, it is essential to think about your target audience. Who is the conference being marketed towards? Knowing these aims will make it far easier to organise and plan effectively.
Consider your budget carefully. Effective budget planning is key to good conference management. Work out your budget, and then stick to it. Ensure that you take into consideration factors such as venue and speaker fees, and don't forget to consider unexpected extra delegates, who will possibly need feeding and accommodating overnight! It's a good idea to put aside around 10% of your budget in order to cover unexpected costs.
Compile a programme for each day's events, and make contingency plans in case any speakers or delegates are late. Run through the programme carefully, and consider questions to identify any potential problems. Thinks to consider include - is there space to register the delegates, seat them comfortably during sessions, and room for them all to eat, will there be a technician on standby to deal with any audio-visual problems?, and is there ample parking and security for all the delegates and guests?
Don't forget to set up a team to deal with the bookings for this conference, as that is a time consuming job and will need dedicated personnel working on it. Consider how you will promote your conference. Various ideas include sending out e-bulletins and press releases, direct mailings, and advertising in appropriate magazines and journals. If you have a website for the event, keep it up-to-date and relevant, and put conference timetables and speaker information on it as soon as they are available.
Plan and prepare all the print media and stationary for the day. A nice touch is to put together a conference kit, which contains the event schedule and presentation notes, and can include things such as pens and notepads, product samples, and vouchers. Check that you have the audio-visual and catering services that you need for the event, and do make a detailed seating plan according to the venue you are using.
Your conference is now organised professionally.
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How to Plan an Event


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Planning an event for a large number of people is never easy, but it's a skill that many of us have to learn at one point or another. Whether you are planning small charity event at a school, a medium-sized conference for teachers or a large-scale wedding or concert, following the proper steps will ensure that your event goes off without a hitch.
The first element of event planning to consider is the venue. Make sure you find one that is appropriate in size and that can handle all of your technical requirements. If you are planning a large wedding, for instance, make sure you find a venue that has enough room for tables and a dance floor, if that's what you require. If it's an outdoor event, make sure the venue has contingency plans in place in case it rains. You should also inquire about technology that you may need, such as a sound system. An event can be ruined if a speaker or presenter finds out too late that a computer system he needs is suddenly unavailable.
Once you have booked a venue that seems appropriate for the event, it is time to take care of food service. If you are hiring a catering company, ask people you know for recommendations for a good one. Meet with the caterer and discuss what kind of food you want. Think about whether there will be places for attendees to sit and eat, or whether they will have to stand. If you are going without a caterer, find volunteers well in advance to contribute food items. Don't forget that you will need plates, cutlery, napkins and drinks. Be proactive and plan ahead for people who might have food allergies and dietary restrictions. Always make sure you have a vegetarian option available for those who don't eat meat.
Perhaps the most important aspect of event planning concerns the logistics and clean up. Once you know how many people are going to attend, think about how many tables, chairs and other equipment you will need. If you are organizing a craft fair, for example, you will need to consider how many tables you will need and where they will all be placed. Exhibitors might need tape and pens at the last minute, so be sure to have extra supplies on hand for their use. Be sure to coordinate with the venue about who is in charge of cleaning up afterwards. If you are responsible, ask for volunteers in advance to stay behind to help you restore order.
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Your Company Logo Design Speaks Volumes About Your Brand


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You've heard the expression, "a picture is worth a thousand words". When people see a picture or an image, they attach their frames of references to it and create an immediate perception about its meaning. Take a second and look at a picture in your office or an image on your computer screen. Be aware of the immediate thoughts that come to mind and the emotions that hit you. When people see your company logo, the process is no different. The question is, "What is your logo saying to them about your brand?"
Sometimes, your logo may evoke the right emotions and convey the accurate message that you want it to. For the non-marketer, it can be difficult to determine if and when a change may be appropriate. Important considerations such as positioning and the results form customer and competition research can help identify the proper timing. Here are four critical questions you need to answer to determine if your current company logo design needs a facelift.
1. Do you have a custom logo design or is it clipart?
There are various services offering a free logo design. While grabbing a free design may save you some money, what is it costing you in business? Clipart logos lack an authentic, memorable impression that can trigger a number of negative perceptions and associations. It can tell customers that you provide cookie-cutter services of low value. If you want to attract customers who value your products and services, show them that your brand is valuable and worth the investment.
2. Is your logo current?
Does it represent who you are as an organization today or who you were? Is it relevant to today's market or still caught up in the past? An outdated logo conveys that your products, services and mindset are also outdated. Such a brand message often leads to lost opportunities.
3. Can you grow into it in the future?
Your business has evolved and will continue to do so. Is your logo flexible enough to allow you to grow into it, or is it limiting? When you review your business plan and your marketing plan, don't forget to include a review of your logo design to make sure it will properly represent your business as you grow into new markets and release new products and services.
4. When is the right time to update your company logo design?
Some business owners and top execs are concerned that changing their logo will confuse their customer base. But an outdated design that doesn't truly represent your business and all of the benefits it provides can be detrimental to growth. There is an added benefit to updating your logo; you get the opportunity to create a new buzz within your market by developing new marketing campaigns and re-introduce the value and benefits of your business to casual customers or those who may have forgotten about you.
Sometimes you need to change more than your logo.
While a logo design change can reintroduce your business to the market, your interactions with your prospects and customers need to reflect the new you, too. Some companies with negative images make the mistake of trying to rebrand their business, their products, and their services with a name change and a new logo without actually making any internal adjustments.
In some cases, changes to your logo design may be more functional, updating your brand to reflect the current you. However, if you are using a new logo and a name change as a way to improve your relationships with a dissatisfied customer base, make sure you make a holistic change that includes your corporate culture and customer service.

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Brands Are More Than A Logo


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Brands and logos; are they synonymous? A person that isn't business savvy might say that they are, but for your business to be successful, it's important that you understand the differences between these two words. A logo is a picture or special colors and fonts that you recognize companies by. They're the Target bulls-eye and the NBC peacock. If you were to show just the logo to someone from a foreign country, they wouldn't be able to say much about them but when you show it to your friend, they'll be able to communicate their feelings for the store and television network.
Brands leave a mark, they are not the mark. The logo is the mark. The brand is how the company interacts with its customers. It's the feelings that you associate with restaurants, electronics, and cars. It's certainly possible for people to not know the logo but know the brand quite well. If you have a successful brand, you can change your logo without many ill effects. Take time in choosing your logo and try to have it match the vibes of the brand you want to build.
Brands are made by clients while logos are made by companies. A logo alone, while pretty simple to obtain, isn't enough. You need a brand, which is what will be built as you have repeated positive interactions with customers. They'll return as repeat customers and drum up more business via word-of-mouth.
Logos illustrate, brands show a purposeful vision. You can't tell much about Apple from it's simplistic logo but if you know anything about the company, you know that their brand represents their vision for the future. They are hip, simple but sophisticated, innovative, and leaders in technology. But if you come from a third world country, you might mistake the logo as belonging to an orchard. A brand is built over time and with great purpose. You can always tweak your logo but you must be more strategic in planning how you want your brand to be recognized by future clients.
Brands protect, logos project. Logos give a visual representation of a company. Think of all the logos that you see in your favorite television shows. They are projecting their presence on the viewers. The brand is what protects the image of the company. Maybe someone views the logo unattractive, but if they know the brand behind it, and believe in it, they'll probably give the company their business.
As you begin to start your business, take time to plan out how you want your brand to look a year, two years, five years in the future and make sure that your actions support those goals. Choose your logo carefully so that it fits with your brand and is a positive reinforcement of your business.
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