Sunday, March 2, 2008
Building Brand Identity
There are a number of inexpensive ways to build up brand identity for a product or service. One method which I have used successfully is to e-mail news letters out to the sales force on a regular basis. The goal is to gain mind share of the sales force by presenting them with a consistent message:
Our Brand of product is better, stronger, and faster! Here is why.
I found that I received a lot of positive feedback for the team when the stories were quick to read, and easy for them to relate to. A popular story is how another agent helped a customer solve a problem, which then resulted in increased sales of the product.
Constant Contact (www.constantcontact.com) is a great web based tool for managing an internet based e-mail marketing campaigns. It is very easy and inexpensive to use. First you upload you contact’s e-mail addresses. Then you do use there templates to design the newsletter, and import your text. Finally you sent out the newsletter. The real power of this concept is to look at the statistics after the newsletter has gone out. You can easily see how well your message was received, and who clicked through to your web site.
If any one has specific questions, I would be glad to answer your emails on this topic.