Ever sat down to ponder the secret behind successful marketing sponsorships? I represent clients in negotiating these agreements and I've seen what works - it's all about creating strategic brand partnerships that allow a smooth, balanced exchange of brand equities. Consider this scenario: two companies, seamlessly intertwined. Both their brands operating in a way that their audiences and values overlap, yet remain distinguishable. Pretty cool, right? In this carefully constructed symbiotic relationship, brand equities are transferred in a way that is so natural, it’s almost invisible. It's about maintaining a balance that strengthens both of the brands involved. When negotiations come around, the goal isn't to get as much as you can for as little as possible. The real vision is of a thriving ecosystem where all parties involved benefit. In the grand scheme of things, it’s not about getting the biggest piece of the pie. It's about making a bigger pie. Finally, remember: successful marketing sponsorships aren’t just about making your brand stand out. They’re about creating a space where both brands can flourish, hand in hand. Cheers!
Seth Revoal, MBA’s Post
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𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘃𝘀 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴. (𝗧𝗵𝗲𝘆'𝗿𝗲 𝗻𝗼𝘁 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝘁𝗵𝗶𝗻𝗴) Marketing can take many forms, but it's important to understand what Product Marketing really means. It's not about lead generation, advertising, or graphic design. Product Marketing is about understanding your customers and their needs, and creating products and services that meet those needs in a way that creates more value than other options. Good marketers understand this. If you're working with a marketing company that doesn't seem to care or even ask about product marketing, understand that they're not going to be strategic partners. They are a hammer. You are a nail. They may be able to feed the funnel, but what you should care about is what is coming out the other end. Take the time upfront to get the product and its positioning right, and you'll reap the benefits for years to come. If you get this step wrong, all the lead generation, taglines, and cool ad campaigns in the world can't save you. As always, I would love to hear your thoughts, horror stories, and tips.
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T͟h͟e͟ ͟D͟a͟n͟c͟e͟(͟b͟a͟t͟t͟l͟e͟)͟ ͟B͟e͟t͟w͟e͟e͟n͟ ͟B͟r͟a͟n͟d͟ ͟a͟n͟d͟ ͟B͟r͟a͟n͟d͟i͟n͟g͟ Have you ever thought about the relationship between a brand and branding? They're interconnected, yet distinct. Your brand exists in the minds of others - it's the perception people form about a company, product, or service. This is not something that's defined or created overnight. It evolves on its own, shaped not just by advertising campaigns or catchy slogans, but by every interaction, experience or piece of news associated with it. Branding plays a dynamic role here - Messaging and visuals are the steering wheel that guides brand perception. However, it's crucial to understand that communication alone does not embody the brand. It’s an influence, not a definition. A brand isn't built on messaging alone. It's an amalgamation of numerous factors - customer service, product quality, pricing, company values, and actions, etc. Each plays a part in shaping and etching the brand into the minds of consumers. So, remember, each interaction matters because it contributes to the tapestry of your brand's perception. Each decision affects the brand, making branding an ongoing, ever-evolving process. Do you have an interesting branding strategy to share? How has it shaped your brand's perception? Brand vs Branding is one of the most interesting questions in marketing. I would love to hear your thoughts about it.
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The Eugene Education Foundation directly funds 4J teacher requests quickly, and bypasses the bureaucratic hoops teachers have to jump through when requesting funds through the district. Please consider supporting this vital community resource by attending this gala or making a direct donation.
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𝗪𝗵𝘆 𝗶𝘀 𝗺𝘆 𝘀𝗶𝘁𝗲 𝗻𝗼𝘁 𝗰𝗼𝗺𝗶𝗻𝗴 𝘂𝗽 𝗶𝗻 𝗚𝗼𝗼𝗴𝗹𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀? I get this question regularly and the answer is often frustrating to clients. As in many things "it depends". I am going to break down what every business owner should know about Google performance and how it works. Google results are not a single entity, but rather a combination of up to 5 separate sets of results. Mastering the ecosystem of Google's landscape requires more than a basic understanding of Search Engine Optimization (SEO); it requires a comprehensive strategy that addresses organic results, paid advertisements, the knowledge graph, Google Places, and Google Business Profiles. Organic search results are generally buried in the middle of the page. Optimizing content for SEO is often not enough to climb those rankings. It is crucial to generate high-quality content, employ the proper keywords, and understand the nuances of Google's algorithms. Paid advertisements, while seemingly a straightforward component, requires more than simply the highest bid. The success of an ad campaign on Google relies heavily on the relevancy of you site's content to the user's search query. It is paramount to ensure a seamless transition from the ad to the landing page that enhances the user experience. If your site does not support the content of the search that triggered the ad, your ad won't reliably display. The knowledge graph, on the right side of the screen, is often underestimated and poorly understood. It relies on providing direct, high-quality answers to queries. Ensuring your brand is a trusted source by Google is an art that, when mastered, yields significant results here. Google Places, the platform that allows businesses to claim their spot on the map, is critically important to coming up in searches for place based businesses. Here, the influence of customer reviews, ratings, and images on potential customers' decisions cannot be overstated. A well-managed Google Places presence can often eclipse even the most expertly-executed paid ad or highly-ranked organic result. A poorly executed Google place profile can kill them. Lastly, Google Business Profiles serve as your company's digital façade. With a sound strategy that employs engaging photos, positive reviews, and timely updates, your brand can create a lasting first impression and drive potential clients towards engagement. The content and services listed here directly impact the success of all of your other SEO efforts. A successful SEO strategy unfolds over months to years and requires a longterm commitment to incremental progress. We know it can feel like a lot but we are always happy to help or answer questions. Please feel free to reach out anytime if you would like to grab coffee.
CEO at Purity Productions | Connecting brands with human nature
1ySuccessful sponsorships are all about finding the sweet spot where both brands can thrive together. It's not just about standing out, but creating a symbiotic relationship.