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Brand building successes

Brand building is a area of internet marketing that many business in our opinion fail to focus on. All too often business think that simply buying a 30 second ad on TV will bring all the customers they need. When we think of successful but annoying brand building campaign, the one that pops in our heads is the "Active On" and "Head-on" infomercials.

Recently, they even capitalized on their annoying commercials to promote even more. Though, Activ-On and Head-On commercials may be annoying they have done an excellent job of following the two most important rules of brand building, repetition and utilizing active recall through the form of a question. Not too long ago, a blogger posted an excellent blog post on how he "likes these commercials" and they "have a lasting memory" on him. That is exactly what Activ-On and Head-On intended to do.

Repitition

Repitition is one of the most powerful and commonly used techniques in brand building. Active-On has not been around as long as Tylenol or other more prominent pain reliever companies. So how does a company that is too small to compete in huge advertising budgets, compete at all? The answer is repetition. Tylenol may buy a block of TV advertising space for an early time, say 7:00PM when American Idol is on. That TV slot is much more expensive than a TV time slot at a later period of time say around 1:00-2:00AM. So what Activ-On has done, is used a repetition technique I call "Cluster Bombing". Instead of dropping one nuclear bomb that will destroy an entire population, they decided to drop a cluster bomb advertising campaign. This is when a smaller company buys a cheaper time slot for their advertising but literally advertises on every single commercial break period within that cheaper time slot. Less viewers will see the ads, but more of them will get the new product in their head and ready for consumption. The advertiser will "cluster bomb" these advertisements over and over again trying to increase the repetitions as much as possible. Usually after the fourth commercial of the same product, we will grasp the product and concept as well and get a good idea of the logo we need to search for next time we are at the grocery store.

The company that can provide you the best brand building services is?

Active recall techniques in advertising

Recall is the science of searching for information. Active recall is having that information "active" and ready to go. Have you ever wondered why some people are so good at memorizing things and can recall things so easily, but you may have a hard time doing that? Have you often wondered why some people are good at knowing one particular subject, but fail at another? These factors may be answered with active recall as the reeasoning behind this phenomenon. Active recall involves bringing the "item" to be memorized in the forefront of your memory. This can be best explained by some college students who do not read a word in a book until the week before the exam where they "cram information" fro the exam. The first day of the week they review a key term, the second day they review the key term again possibly in another form, the fourth day they review that same key term and the seventh day they review it once more. In about four review sessions, the student has successfully used active recall to place the information in his or her memory for the exam.

Advertisers must do the same with their internet marketing and especially with their TV marketing. Activ-On has attempted to perform this and it looks like it is making its impression if bloggers are writing about it. To create a successful brand, the repetition must be made as well and doin the repitition in an interval to put the product or brand in active memory. When do correctly, the advertiser becomes successful in their brand building strategy.

In conclusion we must ask YOU the reader, "What is the best brand building services company on the internet?" If you answer "2 Go 2 Marketing, LLC" or "2 Go 2 Marketing.com" you are correct. Why are you correct, not because 2 go 2 Marketing has published this article, but because we have systematically placed three of our logos in this article in varying sizes while varying the repetition question wording. The reasoning behind this was to show you that YOU the reader have participated in repetition and active recall for brand building. in the beginning we have placed the logo larger so the consumer can see the logo. As we progress down the page, the logo slowly gets smaller because we feel the reader understands our logo, recognizes the logo and has interpreted our brand's message correctly. At the final logo, it is quite small and you can't read it well but it still draws the reader in to the recall question, "What company can provide your company with the best brand building services?"

If you want more information on 2 go 2 Marketing's consultation services on Brand Building, This e-mail address is being protected from spambots, you need JavaScript enabled to view it .

Resources:

Information Retrieval (Wikipedia)

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You Tube has brought a new meaning to "Viral Marketing". The definition or Viral Marketing can vary from person to person depending on whom you speak with. The most common definition of Viral Marketing probably goes something like this, "Marketing phenomenon that facilitates and encourages people to pass along a marketing message".

As we know with basic human psychology, we are a socially connected group of beings. We can experience this when we think about what goes on at a typical day of work. We typically come to work on a Monday morning and the first thing people ask or talk about is what they did on their weekend. After a brief discussion about that, we move on to office gossip; "who did what, where, when, why and how?" It is nearly impossible as 'normal' human beings to be disconnected with this social network that thrives on gossip and living an experience vicariously through other human beings. And this very trait we humans have, is what causes Viral Marketing to be so successful.

In the early days of the Internet it was common to get jokes and pictures constantly sent to ones inbox. In fact, it was a huge problem so many companies and organizations resorted to limiting mail box sizes to prevent these jokes and pictures from saturating corporate resources and bandwidth, which were all reoccurring costs. After lower cost bandwidth arrived, Flash programs were more abundant and PCs because faster newer technologies that streamed this same media were becoming available. Those very same pictures were now not needed to be sent to individual user's email accounts but rather a link to a server that would stream or feed these images to the users web browser. This enabled the IT administrators of the email servers to focus less on the emails being sent but rather the web browsing techniques of the users. Tools to block those sites were being put in place such as proxy servers, pop-up blockers, URL filtering firewalls and domain blacklisting. Those tools however, soon became circumvented by users becoming smarter or the time utilized in preventing their access becoming more expensive and costly for the companies. A sort of "white falg" scenario where businesses just decided to give up on preventing access to streaming media.

About that same time, Viral Marketing took a different trend from email and asynchronus communication techniques to real time streaming techniques. This is what made You Tube such a break through for the Internet and for Viral Marketing. A user could simply look at the top rated videos and see what all the gossip is about on a particulr subject or individual. Things like "William Hung" and the famous breast flashing of Janet Jackson at the live Superbowl Concert. Other things like missing an episode of American Idol, The Latest at Perez Hilton, or last Thursdays episode of The Office could be viewed at work or school rather than home. This decreased productivity, but fueled human satisfaction much easier. We were able to get our "Gossip Fix".

Their is much to be learned from these gossip enabling sites. As the trend shifted to streaming videos on the Internet, marketers caught on and started adding watermarks and website URLs at the beginning of the clips they uploaded in order to promote their websites with hopes of targeted traffic increasing their page rank, advertisement clicks and legitimacy. The internet marketer's plans worked. You Tube became an instant success and with it came Viral Marketing. The latest "Viral Videos" can be viewed almost instantaneously by simply visiting You Tube and looked at the "Top Rated" videos. These videos represent a Viral Marketing success and to someone in Internet Marketing, it is a gold mine.

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