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Building
a Successful Brand
Building
a successful Brand isn't as easy as it seems. Advertising
alone won't establish a Brand Identity. Consider a company
that advertises using a slogan like, " We are here
for you". However when you arrive at their office
the sign on the door says, "We are only at our
office for scheduled appointments". We are here for
who?
The
advertising message of our sample company came through loud
and clear but they failed to follow through. They weren't
there for you or for anyone else.
In
addition to advertising, a Brand must be established in
house. The message in an advertisement is a promise to
people who view it and when they visit a store they must see
that message in action.
Product
price and promotions must also stay consistent to build a
successful Brand. If an advertisement says they are the
cheapest, they better be the cheapest! If the ad says they
are friendly, everyone in the store must be friendly. One
cranky clerk can destroy the Brand that has been promoted.
A
web site is a mixture of media ad, point of sale brochure
and physical store. A business web site must be consistent
with the message being advertised and the nature of the
business.
Consistent
advertising messages regarding a web site are essential. Is
your business an online business, a physical store, or both?
Do you advertise your physical store or office one day, your
web site another and on other ads promote both? |
Four New Applications
During the last few months
we have developed four new web applications. Two were
prompted by user requests:
Link Manager
A simple system to create and manage an online link
directory. Ideal for creating reciprocal links which boost
search engine rankings.
Banner Ad Manager
A new rotating advertising banner system which can manage as many as 30,000
banners (I know we went overboard). The new system allows the
administrator to selectively direct each banner ad to open in a new window or redirect a visitor to another section of their own site.
Different size Banner ads may be placed anywhere on a site
and several can be displayed on the same page. Simple
tracking for banner clicks is included.
The other two applications
were created in response to questions we are regularly
asked:
Click' A Discount
We are often asked, "How do I get
people to sign up for my newsletter"? After months of
arduous research (actually we typed, "How to get people
to sign up for my newsletter" in to Google) we came up
with Click' A Discount. An online system that allows a site
owner to offer discounts to people that sign up for their
newsletter. The system is set up so the owner can e-mail a
newsletter or sales information to everyone that signed up.
The discount feature can be turned on during store sales and
automatically turns itself off when the sale is over.
E-Minder
Have you ever viewed an
online calendar and thought; I would like to go to that
event, but by the time the event rolls around you have
forgotten all about it? (Maybe this just happens to me).
E-Minder solves this problem by allowing visitors to submit
their name and e-mail for a reminder to a specific event.
Two days (this can be adjusted) prior to the event the
person is notified by e-mail that the event will take place
soon. They are also notified that the reminder was provided
courtesy of the website where they signed up for the event.
If you would like more
information regarding any of these new Internet applications
please contact Pam. Watch for a major enhancement to Denison
Links, the online area business web site directory. We will
be implementing the new Banner Ad manager and creating a
banner promoting each of your sites. |
