Re: Branding and marketing

From: Rebecca Newton <rebecca_at_heymax.com>
Date: Thu 11 Jan 2001 10:28:45 -0500

LARRY RAUBACH <larryraubach_at_hotmail.com> WROTE:
> Most importantly though, the price is reasonable and
> the quality of the cut and style is top notch. This my
> friends is what branding is all about. Needless to
> say, to this business I have referred many people.

Perfect analogy - the hairdresser story. I've sent 7
people to my dentist because he saved my life. They've
sent 14 people etc. I've sent tons of friends to my
hairdresser because he's excellent. He costs a lot, but
he's excellent. Unlike Larry, I could care less how
much it costs because I know he's excellent and the
service is great. The first time I went to him, he gave
me a good price. It cost him 20 dollars and he avg's
about 200 $ or more a month on that measley one-time 20
dollar investment (and that's just a one customer
investment).

In my other/former life, I was/am a performer (actor,
musician etc.) For the past 10 years, I haven't spent 1
penny on advertising my band (20 years) yet I'm booked
a year in advance. We have an excellent reputation and
we're consistent. The "band brand" keeps 8 people
gainfully employed via weekend music jobs (we're
pricey). I spent 2400 dollars one year in the Yellow
Pages after a sales rep convinced me it was a measley
investment. I never had ONE call from that ad (1/4
page, appropriately placed etc.). It's all about
customer service and consistency, in my experience.

Brand evangelists are worth gold and you create "brand
preachers" by consistent, excellent, quality
products/services. It's SO SIMPLE! Why do we complicate
it? Know your customers, respect and appreciate your
customers, do what you do with excellence.

I'm so glad Mitch turned me on to this listserv! I feel
like I'm in the land of the thinking!

Rebecca Newton
"Growing People in Cyberspace"
Sr. Mgmt type
HeyMax Interactive, Inc.
"People Are Talking"
703-904-6903
email:rebecca_at_heymax.com





Received on Thu Jan 11 2001 - 09:28:45 CST