Marketing Masters - Are Any Of Your Products Or Services Branded? They Should Be!
We're all familiar with many brands - you see them every day, and you would probably recognize their logo: McDonald's golden arches, Mercedes-Benz hood ornament, Nike's swoosh. These companies have spent millions and possibly billions of dollars making their brands recognizable, because they know that when consumers make a split second buying decision, then brand recognition is an extremely valuable asset and can generate sales.
April is always a special month for me. I get to watch the best golfers in the world play the most beautiful golf course in the world - the Augusta National Golf Club in Augusta, Georgia. I would love to take my shoes off, tickle my toes in the lush green grass, stare at the gorgeous azaleas and listen to the birds chirp.
The Masters is one of the toughest tickets to get in sports. The waiting list is years long - if you can get on it at all. Isn't it wonderful how The Masters has distinguished itself from all other tournaments?
One important aspect of marketing is branding - the ability to distinguish your products and services from the competition. Look at some of the ways The Masters has done this.
1. The people who attend the other tournaments are the "gallery." The people who pay a premium price to attend The Masters are called "Patrons."
2. Television interviews and the winner's presentation are conducted in a special studio in the Butler Cabin.
3. The winner gets a huge trophy, but also gets something much more important - a green jacket.
Branding is not just all about the logo - it can be any aspect of your goods or services. Some examples: For a plumber, it could be "Use our Speedy-Pump service - guaranteed clog removal in one hour or less." For an auto repair shop: "Auto Concierge - drop off your car, and we'll take you to work in our limo. We'll pick you up when it's ready, and you'll come back to a clean, freshly vacuumed car!" Yes, these types of things would cost you money, but how much additional could you charge for your services when offering premiums like these?
Take a look at your business and ask yourself some questions. What can you do to make your business or organization different from all the others? How can you brand your products or services to make them more valuable and desirable? Make your business stand out, and watch your sales grow!
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