Market Positioning Tips for Building a Strong and Unique Brand

Market positioning can seem complicated, but the formula is really quite simple. Use the following tips to ensure your business occupies the minds of your customers.

1. Identify Positive Qualities and Benefits for Customers Using Your Product Or Service

Most businesses provide products or services that have specific qualities that set them apart from the competition. These beneficial qualities can be anything from excellent customer service to amazing materials to cutting-edge technology. Ideally, these qualities fall in areas in which competition does not excel. If, for example, a rival business completely neglects customer service, it could be useful for senior marketing management to distinguish their own business as having excellent customer service.

Once you have identified the qualities that make your good or service special, hone it on it. Focus on developing them and drawing further attention to them, playing them up in advertisements and marketing.

2. Learn Where Your Business Falls on the Price-Quality Scale

As many businesses know, generally speaking, as quality increases, so do prices. Higher production costs and higher-quality materials lead to higher prices. Researching competitors can help businesses understand where they stand on the price-quality scale for the market at hand.

Once you identify where your business falls, lean into it. This can mean playing up the “low price” of your product or talking about how luxurious your product is if it is on the more expensive side.

3. Know Your Audience

Figuring out exactly to whom you are marketing is one of the most important marketing strategies. Once the target consumers have been identified, it is important to use language, imagery and modes of advertisement that will appeal to them.

For example, a business selling lots of high heels may find it useful to target young women. Women who wear high heels likely care about fashion, so portraying other well-dressed young women wearing those heels would make for an effective advertisement.

4. Consider Using Cultural Images, Sentiments Or Figures

Cultural symbols hold a lot of power in society, and marketing personnel can use them to affect consumers even subliminally. Associating cultural phenomenons with your business can help give it a sort of “personality” that makes it easier for consumers to remember your business.

Using anything specific from your business’s region from pop culture as a symbol, logo or mascot can help invoke a positive feeling every time a consumer thinks of your business.

5. Know Your Competition

This was touched on earlier, but business owners should know rival products and services to improve their own products and services and distinguishing their own company. Discovering where your competition is lacking can help you find your business’s niche and create a unique product or service that gives customers exactly what they are looking for.

These simple strategies can take marketing strategy to the next level to be as effective as it can possibly be. Using these strategies can help bring in more loyal customers to enjoy & promote your product or service.

Top 5 Upgrades to Google Ads Features Google Ads

Google is always staying on the cutting edge of search engine technology to help maximize audience reach to consumers so that they can acquire and hold onto their customer base.

The company recently added or upgraded several smart features to their design that are sure to help you expand your internet sales and give you an advantage in sales. Here are the top 5 updates to Google Ads features and how you can make them work for you.

Gallery Ads

Gallery ads are interactive and are found at the top of the Search Engine Results Page. Under the standard text link, a gallery ad provides images that can be swiped.

The visual and creative appeal of gallery ads are undeniable. Early results found a 25% increase in engagement based on clicks and swipes.

Free Listing on Google Shopping

Google Ads features now allows merchants to display products for free. This is also being expanded to the main Google search page. Whereas it used to be that only sponsored items appeared on these pages, now all items have the possibility of appearing based on search relevancy.

In order to take full advantage of this feature, you need to make sure that your product is found on Surfaces of Google. Make sure that you have a website with a structured data markup so that Google can analyze and appropriately place you on the page.

New Customer Aquisition

This new feature will allow you to will help you increase the number of new customers you acquire. It does this by optimizing the conversion value of new purchasers allowing you to focus on those consumers in a way that will build loyalty.

Make sure to connect Google Analytics and Google Ads so you can take full advantage of this feature. Once you can identify your conversions you can then identify your your business goals.

Offline Conversions

Although the world may feel like it runs solely online, there are still a great deal of consumer purchases that happen offline and in person. Often, those purchases go unaccounted for in terms of data collection.

In fact, 30% of mobile queries are local searches and 75% of users making a local search will go to a store within 24 hours. That is information you need to have and Google has now made it accessible. You can now get information about where consumers are going to shop following their searches.

YouTube Advertising

When surveyed, consumers prefer video information to text information. Google is not offering the opportunity to place video ads on YouTube – and it is free until they show interest.

Google’s algorithms allow them to only show ads when it is an appropriate time and the user appears ready to make a purchase. This is an ideal opportunity for you to test out the market, as well as the effectiveness of your video, without making a huge financial investment.

Contact us so that we can help you take advantage of all that Google Ads features have to offer.

5 Tips on Creating an Exhibition Stand for Your Business

Exhibitions and trade shows are great ways for businesses to get their names out there. You can build connections and relationships with potential clients and improve your reputation in your area.

But what many people don’t realize is that your exhibition stand plays a big part in that.

A bad exhibition stand can be more than just disheartening. It can actually harm your business and turn customers away from you, which is the last thing that you want.

So, creating an exhibition stand that’s eye-catching and enjoyable is essential. But where do you start?

It’s hard to know exactly what you should do to draw people in. Sometimes, planning for an exhibition show may make you feel lost and overwhelmed when you should feel excited.

But never fear! We’re here to help. Here are 5 tips on creating a successful exhibition stand for your business.

1. Book a Strong Location

You’ve probably already heard the all-too-common chant: location, location, location! But how do you know which locations for stands are best?

Well, the main goal is to attract as many people to your booth as possible. So, you’ll want to book a location for your stand that is in a high-traffic area.

Take a look at the layout of the hall in advance. Spots near refreshment booths and on main passageways will work well. It also is a good idea to set up your stand close to popular booths to draw in the crowds, but make sure you stay away from competitors!

2. Maintain a Welcoming Design

You need a design for your stand that will welcome people in. Open-sided booths are good, as are seating areas or interactive workspaces.

You’ll also want to pay careful attention to the physical design of your exhibition stand features. It should be neat and tidy and passersby should be able to easily identify your product or service.

Make sure your exhibition stand is unique and eye-catching to bring people over. You want to strike a balance with the aesthetics – make it organized but not sparse, interesting to look at but not cluttered.

3. Make Use of Giveaways & Branded Merchandise

Branded merchandise is a foolproof way to make people remember your business. Nothing makes people more excited than the word “free”! Plus, it’s a great way to start off your relationship with your potential clients.

It’s also free advertising. If you give away custom t-shirts or tote bags adorned with your brand logo or colors, those people will essentially be walking advertisements for your business every time they wear your merchandise out on the streets.

Just make sure you keep track of your exhibition stand budget and be sure you can afford to give away those items!

4. Book Exhibition Stand Events

Another great way to draw people to your booth is to have special events. Competitions or promotional games are a fun, family-friendly way to advertise your brand. Even at online exhibitions, you can host online games or activities for participants.

5. Research Your Competition

It’s always a good idea to know as much as you can about your competition. Don’t be afraid to draw inspiration from your neighbors. You don’t want to copy them, but a little healthy competition is always good!

Researching your competitors helps you understand what you’re up against. That way, you can better prepare when creating an exhibition stand.

Learn More About Creating an Exhibition Stand

Creating an exhibition stand that sticks out from the crowd is essential at trade shows. The more people that you draw to your booth, the more exposure you get. And exposure is always great for businesses!

Trade Shows, Expos, and Conferences: What Are the Differences?

When you hear the words “event planning” how does it make you feel? Nervous, overwhelmed, and stressed? Or excited, energized, and enthusiastic?

Regardless of how you feel about planning or attending business events, it’s important for you (and your business) to meet exhibition goals. This article will share the key differences between different types of common events, namely trade shows, expos, and conferences.

Discover what makes each of these events unique and successful so that you can plan the perfect event every time!

What Is a Trade Show?

A trade show is a business-to-business event. Each business brings a product or service they want to share (or trade) with other business partners. Trade shows are generally not open to the public but sometimes media members attend. Trade shows will have speakers or group social events too.

Trade shows are a great opportunity to meet business connections and get your business noticed. If you are attending a trade show make sure to have promotional items available (brochures, cards, hats, t-shirts, mousepads, etc.). You also want to create a unique and memorable trade show booth to attract attention.

What Is an Expo?

Unlike a trade show, an expo is often focused on a particular theme. For example, a bridal expo is an event with wedding-related vendors. Couples meet with florists, jewelers, make-up artists, and dress designers to learn about bridal industry trends and decide the vendors they wish to work with.

Expos are a chance for vendors to sell products and services directly to customers. Some expos are open to the public and others require an invitation and/or RSVP. Expos can be local, regional, or even international.

What Is a Conference?

A conference is a large meeting or series of meetings for people with similar interests or professions. For example, a teaching conference might invite a group of elementary school teachers to meet and share information to help each other succeed.

Conferences usually have at least one speaker who is an expert in the field. The conference may offer break-out rooms for discussion as well as networking events to socialize and meet other industry experts.

While conferences used to be held in person, the latest trend in business events is virtual conferences. This type of conference is hosted via videoconference which allows people to join together from anywhere in the world.

Trade shows and expos are centered around sales and marketing while conferences tend to be more information-focused.

Crush Your Exhibition Goals

Now that you know more about trade shows, expos, and conferences, which type of event will you pursue your business? Remember that all of these events are opportunities to make connections, further your business’s brand, and reach your exhibition goals.

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