Re: Branding, etc

From: Ramon Ray <rayramon_at_nyfccs.com>
Date: Tue, 2 Mar 1999 08:34:50 -0600 (CST)

1. Thanks for the replies, corrections , insight to this
whole branding (confusing) sphere.

2. Stephen, I guess that small biz, since they do have
smaller budgets, should determine if we just want fast sales
or not. And get a campaing together to that end..not a feel
good, BRANDING campaing, but maybe an immediate call to
action - advertising?

3. Leo, as Stephen said branding can work, and may result in
an "action" but since the budget is smaller, therefore the
page views will be smaller, the banner must be done
correctly.

4. Rob, said: "Again, you're shooting at the wrong target.
Anyone who's in business for "quick sales" isn't in
business, they're in a crap shoot. " and

But Rob, does that mean a small biz shouldn't use the 'net
as an advertising medium. Most small biz simply can't afford
to spend millions like IBM or PG can do to create this great
branding experience! IBM has the money to: (As you said)
"....a compelling brand whips around the globe a lot more
effectively than does a pixelated come-on buried on some
obscure web site." The 'net is global alright, but I can't
think of any small biz branding campaign causing a stir that
will "whip around the globe".

"Branding communicates why you're the best solution for your
prospects' problem. Advertising is just raising the
awareness of your brand (see long winded sig below)."

I ask again is it fair to say that branding is NOT for small
businesses - since BRANDING on the 'net can take a lot of
money, as I would guess one would have to adv on and get a
lot of page views on the top trafficed sites, run of the
mil, unless you want to brand something specific and choose
keywords.

Is it safe to say, which is not wrong, that small biz should
concentrate on getting some direct sales, buidling up opt-in
lists, permission marketing, etc...that's my question.
Should I pour money into some well targeted ezines, WEB
sites, or put some dough on Yahoo and Excite?

PS - Rob, Please do comment on DC I did an interview with
them for the Mininc Co small business section and they
talked about various programs, targeting, etc. I think they
can now target your ads geographically!!! Are they not
indeed a great small biz solution?

*****************************
Ramon Ray - rayramon_at_nyfcs.com
Small business technology consultant, analyst, speaker, free lance writer
http://www.tiac.net/users/rayramon

Editor, Small Business Technology Report
http://www.tiac.net/users/rayramon/filedoc.htm and
Technology and Your Business
http://www.listbot.com/archive/technologyandyourbiz


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Received on Tue Mar 02 1999 - 09:44:55 CST