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Branding Vs Marketing

Branding Vs Marketing

Marketing without branding is like fishing without a hook.

You’ll be distributing your message, sure. You may see results in the forms of sales closed and new customers. But is there even anything behind the words? Your marketing is a method of pushing your message out, while your branding is the pull that attracts customers. While a marketing campaign may convert a prospect into a buyer, your brand is what retains their business for life. In an ideal scenario, it’s so much more than pure messaging.

Branding strategy allows you to position your business in your market solidly, build meaningful relationships, and retain customers over time.

In an ideal world, a solid brand should precede your marketing. However, that’s not to say it’s ever too late to begin developing a branding plan for the future. No matter when you start, it’s sure to offer immense benefit to your marketing program and outcomes. The following are some of the ways that defining your organization’s core can act as your marketing secret weapon.

Branding

Your brand isn’t what you sell or do. It’s what you believe.

At the end of the day, we’re all brand builders. Regardless of your job title or description, if you interact with customers or participate in any part of promoting, developing, or delivering your organization’s products and services you are a part of creating the experience that creates your brand.

Your brand is much more than any one particular department. It’s more than any single deliverable or output. It’s the overarching strategy that builds your brand. It’s the complex set of beliefs that defines who you are in the hearts and minds of your community.

Brand Strategies and Marketing Tactics

While our strategies encompass our long-term brand-building efforts, we utilize the practice of marketing to communicate these beliefs to the masses. Does this mean we should never call something a marketing strategy? Of course not. Our brand strategies are longer term than our annual marketing programs and their accompanying tactics.

Our branding defines who we are while our marketing defines what we do for whom. First we build our brands, then we execute the marketing that brings our brands to life.

Brand Positioning Matters

Every well-written brand strategy should include brand positioning. It can be affected by the following factors:

  • Target Market
  • Product or Service
  • Differentiating Factors
  • Unique Value Proposition

Is it possible to market without establishing these factors, or to determine these each time you create a piece of content? Possibly, but it’s not going to work especially well.

Advertisers have long used a concept called “effective frequency,” which is a measure of how many times a potential buyer must be exposed to a brand before they become familiar or trusting. In many cases, it takes at least 3 separate instances of exposure for someone to feel comfortable with an organization. If you’re having trouble broadcasting a unique value proposition, differentiating factors or your target audience consistently, you’ll have a great deal of difficulty achieving effective frequency.

Once these beliefs are articulated and understood internally, it’s time to take your brand’s message to the masses. This is accomplished through that other label …

Marketing

“The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.” – Dictionary.com

There’s a pretty good chance that most of us actually work in the marketing department. Many of our job titles involve the label of marketing (if you’re a non-profit this could be further complicated by the curious substitution of the word “development” for “marketing”).

That’s because, as the definition above notes, the act of marketing includes all of the activities involved in taking our brand’s products and services to market. This definition has been further diffused by the new suite of digital marketing tools at our disposal. Another way of looking at all of these marketing activities is as brand-building tactics.

Branding Creates Evangelists

If a truly clever piece of content marketing converts a few customers, what’s the return on investment? It can range from minimal to profitable, but are you really earning any dividends over time?

Marketing is a way to capture sales, but branding is a way to make “loyal customers, advocates, even evangelists. Your content marketing is an owned asset, so ensure it’s a meaningful investment.

The difference between marketing and branding can be in how your customers are treated or feel once they’ve made that inaugural purchase. An effective branding strategy won’t just affect your marketing messages that your prospects engage with on a constant basis. It’s going to infiltrate every level of your business, from your customer advocates to your policies. The kind of cohesive experience that comes from branding and is embraced by all levels of your company is what creates customers for life.

It’s looking to reward mobile-friendly sites with search change; others will see dip in rankings

On April 21, 2015, Google plans to make a major change to the algorithm for its mobile search, giving mobile-friendly websites a higher position in search rankings.

For a company that dominates the search market with an approximately 75% share, this is going to mark a significant change for mobile search.

The change should mean that consumers will have a better user experience because they’ll be directed to more mobile-friendly sites.

Mosaic Mobile Responsive Technology

Mosaic Mobile Responsive Technology

That algorithm change goes into effect April 21, 2015, affecting mobile searches in all languages worldwide.

Google warned that the change will have a “significant impact in our search results” and offered up a link website operators can use to see if their site is considered mobile friendly.

Google did not specify in its blog post, and would not comment on, what exactly is being changed in its mobile search algorithm — the software processes and formulas used to cull through the Internet to find what the user is seeking.

The company did say the new algorithm will expand its use of “mobile-friendliness” as a ranking signal. “Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices,” Google noted in its blog.

That will change what mobile users see at the top of their search results because it also will affect websites that either drastically move up or down in those result rankings.

It’s looking to reward mobile-friendly sites with search change; others will see dip in rankings.  In about two weeks, Google plans to make a major change to the algorithm for its mobile search, giving mobile-friendly websites a higher position in search rankings.

Google did not specify in its blog post, and would not comment on, what exactly is being changed in its mobile search algorithm — the software processes and formulas used to cull through the Internet to find what the user is seeking.

“The company did say the new algorithm will expand its use of “mobile-friendliness as a ranking signal. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices,” Google noted in its blog.
That will change what mobile users see at the top of their search results because it also will affect websites that either drastically move up or down in those result rankings.

It’s all about reward and punishment for websites. For websites that have been optimized for mobile devices, this will be a great change. For sites that have not, it’s bad news.

 

If you need to upgrade your site to Mobile Responsive Website we can help give us a call you will be glad you did 203-483-4598

March is Women's History Month

March is Women’s History Month

In honor of Women’s History Month, we’d like to share a few thoughts on marketing to women. Women are not a niche market. They are the market. Today, 85% of consumer purchases in the U.S are made by women.1 A whopping 80% of women make the decisions when it comes to health care.2 Even in traditional “male” domains like financial and retirement planning, women are rapidly gaining ground. Among married women who are their household’s primary breadwinner, for example, 65% say they “take control” of these areas.3   Reaching this audience requires more than superficial changes to your communications – e.g., altering colors or photos. It means really appealing to women’s interests and identities, their life stage, even the way they like to interact.

Should women be approached differently than men?

While some may bristle at this notion, finding it patronizing, it’s hard to dismiss the whole Mars-Venus thing. Fidelity Investments, which is run by Abigail Johnson, has found that women are more likely than men to seek outside input and want to know what a service will really mean for them.   As a result, Fidelity is now looking to its customer service reps to connect with women in a way that will resonate more, meaning they’re more likely to “chitchat to establish rapport. And they frame conversations around her longer-term goals or the important people in her life.”4 Similarly, new research has found that financial advisors are much more likely to create a satisfactory relationship with women if they create “a safe space for questions and candid answers.”5   Makes good sense to us. As a bonus, if you meet the higher customer service and information-seeking standards of women, you might please your male audience, too.

Closing the confidence gap.

As women take a more prominent role as consumers of financial services, it’s up to the industry to make them feel comfortable. Prudential’s 2014–15 study, Financial Experience & Behaviors Among Women, revealed that there is still a significant “confidence gap.”   While 75% of women said it was very important to have enough money in retirement and 66% said the same about keeping pace with rising health care costs, only 14% and 9%, respectively, were confident they would meet those goals. These results underscore the need for marketers to educate consumers, simplify the complex and build confidence.

Why you should “match the market.

Despite all the market influence that women wield, 90% say advertisers don’t understand them.6 And no wonder. Only 3% of ad agency creative directors are women.7   If the market is women, it stands to reason that companies (and their agencies) would be more effective if their employee make-up matched that market. Research from the Center for Talent Innovation has borne this out, finding that individuals are “better attuned to the unmet needs of consumers or clients like themselves. Indeed, their insight is critical to identifying and addressing new market opportunities.”8

Male or female, know your audience.

In the end, it all comes down to marketing basics really. If your audience is from Venus, make sure you’re not talking like a Martian. If you know what motivates women – what their passions are, how they spend their time, who they listen to – you’ll be effective at creating messages that resonate with them.   Do you feel like your messages could be connecting more strongly with women? Give us a call you will be glad you did. 203-483-4598. Ask for Sally on extension 307.

1 She-conomy. 2 U.S. Department of Labor, December 2013. 3 Financial Experience & Behaviors Among Women, 2014–15 Prudential Research Study. 4 “Financial Advice by the Demographics,” The New York Times, February 20, 2015. 5 “The Financial Services Industry’s Untapped Market,” Harvard Business Review, December 8, 2014. 6 “Where are all the women creative directors?,” Fast Company, February 26, 2013. 7 Ibid.

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The Power of Voiceevent telemarketing

We know the secrets of event marketing success. For conference marketing managers, event planning and event marketing firms have depended on Mosaic for seminar telemarketing and webinar marketing campaigns and event promotion services. Our cost effective event telesales and event registration service is designed to help show producers, B2B event planning firms and corporate event planners increase registrations and drive attendance to.

 

 

  • Conferences
  • Seminars
  • Webinars
  • Trade Shows and Exhibitions
  • Corporate Events
  • Breakfast Meetings
  • Lunch and Learn Events
  • Wine and Cheese Events

blogging for success

Boost Event Attendance

 

Typical projects for our B2B clients include:

  • Sales prospecting and lead generation services
  • Market research and questionnaires
  • Answering questions about content or logistics
  • Processing online registrations via your website or our event software
  • Event attendance reminder calls
  • Automated voicemail and broadcast voice messaging campaigns

 

 

The Benefits of Event Telemarketing

 

Outbound telemarketing is one of the most productive tools available to event marketers. Due to its low cost and predictable results, savvy conference marketers make it a part of their marketing plan for every event they produce.

Pre-conference telemarketing will always pay for itself simply by identifying the large percentage of your best prospects that haven’t even seen your latest brochure or email blast due to:

  • Email caught in spam filter
  • Incorrect address
  • Brochure thrown out in company mail room
  • A new or different prospect, due to job changes
  • Additional prospects at the same company

 

Once identified, prospects can be immediately processed to receive your latest email promotion. The net effect of these additional registrations alone is enough to generate a positive return on investment from your telemarketing campaign.

 

There are however many more potential benefits:

  • Acts as an upbeat and timely sales reminder, encouraging additional registrations.
  • Establishes long-term personal relationships with your customers, influencing future participation.
  • Allows you to make better attendance projections, signaling whether or not you may need to perform costly last minute advertising or direct mail.
  • Distinguishes by name which prospects are ‘maybes‘, allowing you to target them for special marketing treatment.
  • Identifies commonly mentioned objections or complaints, giving you advance notice about possible problem areas.
  • Keeps your prospect database clean, saving money in wasted mailings.
  • Distinguishes you from your competitors.

Call us for your next event program, we can help increase attendance…203-483-4598 ask for David on extension 306