Eight steps of the brand promotion by PR

Promotions new brand through advertising and through public relations - not the same thing. If you want to promote a brand through public relations, you cannot just replace Advertising PR. You will have to change the very method of display brand on the market. However, the move away from learned the basic of advertising is not so simple. Advertising & Marketing so closely intertwined in the minds of managers, many of them to even consider would not be possible to launch a new brand without advertising. And yet We strongly recommend that all new brands into the market only through PR.


Promotion of new brand through advertising and through public relations - not the same thing. If you want to promote a brand through public relations, you can not just replace advertising PR. You will have to change the very method of display brand on the market. However, the move away from learned the basics of advertising is not so simple. Advertising and Marketing so closely intertwined in the minds of managers, many of them will not even consider possibility of launching a new brand without advertising. Nevertheless, we strongly recommend that all new brands into the market only with PR.


Launching a new brand by PR invariably includes eight steps.


Step 1. Enemy



To create a successful brand, it is necessary to determine their "enemy." This may be competing brand, company or category of goods, which will impede the success of your brand. So, if you sell Pepsi, then your enemy - Coca-Cola. If you sell Burger King, then the enemy - McDonald's. And so on.

Setting enemy, you will be able to develop a focused strategy, which would be opposed to his strategy. When Procter & Gamble introduced in the market New mouthwash, then as the enemy, they determine for themselves the Listerine.

Since this the company produced a mouthwash with an unpleasant taste, the Procter & Gamble has positioned its Scope as a similar tool, but only with pleasant taste. And because of that Scope has become the second largest brand on the market.

Opposition provides food for the news. The presence of the enemy greatly increases the potential for brand zneniya in terms of PR. Our latest book, originally called "The era of public relations." But where's the enemy? We changed our name to "Rise and Decline of PR advertising, thus creating and foe, and a significant potential for discussion of the book in the press.

In advertising vice versa. Consumers are not terribly fond of, when you call a competitor and attacking him in their advertising texts. This allowed the media, but not advertiser.


Step 2. Information leakage


PR campaign usually begins with information leakage. Information is transmitted influential reporters and editors. The main target - newsletters and websites.

The media loves behind the scenes stories about events that have yet to occur. Especially if it is exclusive. In other words, any reporter seeks to highlight event earlier than a competitor.

It is this way Microsoft has launched to market its game console Xbox. Spread information began 18 months before the product was presented officially. Literally hundreds of articles have been written about the Xbox and its forthcoming against the market leader - PlayStation from Sony.

Even before most campaign 75 percent of the target audience (young people are male gender) interested in the console from Microsoft. So Xbox brand became number two after the PlayStation.

Not allowing media to learn about the qualities of your new products or services, you lose a very valuable resource. What people like to say? On rumors gossip behind the scenes stories. The same thing like the media.

In advertising vice versa. Advertising campaign usually begins on the date of product on the market and the product is kept in the strictest secrecy until the release of the first advertising message.


Step 3. Capacity Speed


PR Program unfold as slowly as the flowers bloom. The campaign gained desired speed, it is necessary to allocate enough time on it. That's why PR often run for several months before the finalization of determined all the details of a new product or service.

When you relying on public relations, there is no alternative. Unless you are going to present market wow, you have to start small and hope that the media campaign gradually give the desired proportions. (If you are really going to bring to market, "the invention of the century", may very well be that the PR you do not need it. Information spread without your participation.)

Fortunately, the gradual promotion of the brand corresponds to how many consumers learn about new products or services. Today, a small tip in the news tomorrow a friend mentions something - and soon you're convinced that they knew about it product ever.

In advertising vice versa. Advertising campaign typically starts with a "big bang" and often - with machine-gun fire, "television commercials.

And since consumers tend to ignore advertising information, the new campaign should be be sufficiently powerful and memorable, to rise above "the level of Noise. "The thing that is easiest to hide, it is advertising the price of one million dollars. If you divide this amount into small pieces and then spend it on advertising in various media, your message will simply disappear in the black hole "of advertising.


Step 4.Privlechenie Allies


Why all do it alone, if others can also help you in spreading information?
Gradual deployment of a PR program gives plenty of time to win over Allies. Moreover, the mention of you in the press will promote attract volunteers.

Who are your Natural Allies? "The enemy of my enemy - my friend." When we wrote the book "The Rise and Decline of public relations advertising," we asked ourselves: "Who can be the enemy of such a book?". The obvious enemy - Advertising industry, then there are those who control the bulk of spending on advertising in USA. Who can be the enemy of the industry? Independent public relations agency, which selected bread PR departments of corporations advertising.

And we sent Advance copies of this book 124 largest independent PR agency USA. And continued to send them copies of articles about our book, which appeared in press.

In response, we got a lot of responses like "We will gain additional copies, to send them to our customers and potential customers, "We invite you to speak at our conference, "We will write to editors industry publications, etc.

Collision interests, which was to create a book, and the momentum of our mailing caused enormous interest from the media. Wall Street Journal and many others specialized publications placed on the pages of the book reviews and pretty soon it hit the majority of the bestseller list.

In advertising vice versa. With the help of an advertising campaign is difficult to attract allies. And this Two reasons - time and money. If you're starting a brand with a "big Bang, you usually do not have time to seek support. In addition, Unions advertisers often fail because of money disagreements.


Step 5. Promotion of small to a large


Before man begins to walk, he crawls. And before he starts to run, he walks. Media work the same way. You start small, for example, with a little note to the newsletter, and then the information gets into the trade publication. Then you can go even higher - to the level of the business press. In the final After all, you may see your product or service on television.
With each new rung of the ladder of your brand's reputation is growing. Turning directly to the TV agent, you may get turned down. But if TV reporters know that about your products the magazines, they may call you.

To the extent that as you climb up the medialestnitse, your brand is "dispersed" and continues to unwind on inertia.

In advertising vice versa. Advertising campaign often starts with a television. The idea, again the same is to make a "big bang", followed by will follow a more modest "reminiscent of" advertising.


Step 6. Improvement Product


Feedback - An important element of the promotion of the brand through public relations. If you are starting a campaign long before the actual withdrawal of a product to market, then you have the time to to improve this product before it reaches the market. This can be a big advantage.

In advertising vice versa. If the ad campaign is already running, the firm is tied to the product and its characteristics. Feedback is very small, and do not have time to change the product or service before they will be offered to consumers.

So that World's First Pocket PC - Newton MessagePad, Apple has collected big press conference during the Consumer Electronics Show in Chicago. Having made the statement in the press, Apple has launched a traditional ad campaign "Big bang", including advertising on television. A voice from the aspirated reported: "Newton" digital. "Newton" personal. Newton: magic. "Newton" is as simple as a sheet of paper. "Newton" reasonable. "Newton" to study and understand you. "Newton" - is news. "But because of flaws in the system of handwriting recognition Newton received a lot of scathing reviews. The most deadly was a popular comic strip, who ridiculed Newton. From "I am writing a test sentence" ("I am writing test sentence ") is being" Siam fighting atomic sentry " (Siam struggling with atomic guards ").

Potential buyer, willing to test Newton, wrote: "My name is Curtis" ("My name is Curtis"). Respectable business publication reported that under the heading "My Norse 1915 Critics" ("My Norwegian critics 15") - Newton recognized this way to write a sentence.

Too much bragging to a good does not. You are asking for something that the media debunked your products. It is better to launch a new brand in the humble - to ask friends and allies to give their suggestions and then refine the product so that it meets the needs of the market.

Palm Computing Newton took the idea as a basis and simplifying it by replacing the telecommunications function and a complex system of text recognition system, a simplified handwriting text input, Graffiti. As a result, a Pocket PC Palm Pilot enjoyed huge success.
In relationship with the media shy always wins bragging. If you ask for advice or an opinion, you're likely to get a lot of ideas that can be used.


Step 7. Improvement message to the consumer


Launching a new brand, you usually has a number of characteristics describing product, which you can be part of the brand.

But which of the They focus?
This is one of those issues that can go endless debates on the board of directors. Too often, this issue is not solved, and the brand enters the market, accompanied by a long list of characteristics (as with Newton). Or adopted at the root wrong decision. The board of directors is definitely lacking objectivity.

Indispensable assistant in this may be the media. What product feature, according to a reporter or editor, the most important? In Eventually, the media are looking at new products from a consumer perspective. Their opinion not only useful, but it is quite possible that it was him in the first place heed the potential buyers. Media is governed by opinions of consumers. You Of course, you can go against, if you want to see what it will end.

During many years, Volvo advertised strength and durability of its vehicles. In the same time, the media touted the safety of machines of this brand and was told about invention of three-point seat belts, deformable steering column, front and rear deformation zones, etc.

In the final Volvo finally gave up and shifted its advertising from the strength of security. Sales soared.

Forget about focus groups. Why pay consumers for advice, if the media will give them for free? Moreover, They back up their advice with stories that will help potential buyers adopt your ideas.

Does this mean that must always follow the advice of the media? Of course not. But only if you have for this reason.

In advertising vice versa. Once the campaign started, she "carved in stone." Change in strategy and message to the consumer in the middle of an advertising campaign is difficult, expensive and creates a bad image.


Step 8. Smooth start


How can PR last phase of the program to launch a new brand? It depends on the many factors. Therefore, we recommend the "soft" start.

Get new product or service on the market is only after a public relations campaign end. The product will be submitted when ready. That is, if when the media do their job. Not before and not later.

Yes, smooth start confusing the budgeting and corporate planning. He even can disrupt production plans and distribution. Let this case. In marketing, as in life, the main thing - to choose the time. Right product in the the right time with proper PR support - an unbeatable combination.

In advertising vice versa. Typically, the advertising campaign is closely linked to the presence of a ready product. The first advertisement appears when the product goes on sale.

Home Most advertising campaigns - it's "time h" point "landing product on the shore. "Under the guise of advertising from the air and ground support promotions.

Military metaphor can decorate it at the meeting of sales, but it lacks flexibility when confronted with the real world. No one can predict the course of a PR campaign: how long it will take, what new ideas and new moves will be born.

But better late than bad.

Contract for advertising

«.....» ... ... ... ... ... ... .. 200 Mr.

"Name Enterprise, hereinafter referred to as Contractor, in the face ... ... ... ... ... ... ... ... ... ..., with On the one hand, acting under the Constitution, and ... ... ... ... ... ... ... ... ... ... ... ..., hereinafter referred to as the Customer, in the face ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... acting on the basis of the Charter, On the other hand, have made the following agreement:

1. Subject of a contract

1.1. Customer charges, and the Contractor assumes the obligation to carry out work on advertising of products the customer.

2. Responsibilities parties

2.1. Customer Contractor shall provide all necessary for its operation, information associated with the client's products ( mock-up required size, ...).

2.2. Customer undertakes to make payment for the Contractor in accordance with Clause 3.1. and 3.2. this Agreement.

2.3. Artist Customer agrees to advertise, observing the amount and terms specified in subsection 3.1. and 3.2. this Agreement.

3. The size and method of payment

3.1. Customer Contractor pays for advertising in accordance with the attached invoice number ... ... ... ... ... ... ... ... ... ... ... ... because with which Contractor shall advertise the Client in the following media Media:

3.1.1. Edition - ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ....., Size - ... ... ... ... ... ... ... ... ....,

Number of publications - ... ... ... ... ... ... ... ... ....................................... ............, Date of publication ... ... ... ... ... ... ... ... ... ... ... ... ..

3.2. Customer agrees to make additional payments in case of increasing costs in the newspapers, TV and radio stations at the time of payment the Contractor Advertising Customer. Otherwise If Contractor is not obliged to do all the work stipulated in the Contract in full.

4. Responsibility of the parties.

4.1. In the case of to its obligations, each party may terminate the this Agreement with notice to the other party not less than 1 month.

5. Term the contract

5.1. Contract shall enter into force upon signature and shall be valid indefinitely - until the termination of the Agreement (the open-ended contract).

6. Addresses and details of the parties

CUSTOMER

Basic concepts of Media Planning

Advertise - it means spending a lot of money. How to make so that the spent funds worked most effectively? Successfully solve this task technology allows media planning.

Media plan - a plan for placement of your advertising messages. This document provides answers to the following questions: where to put what audience reach, as is often placed, when placed, how much to spend. Media plan is formed by analyzing a large number of factors that characterize one or another of media.

Determine which advertising channels should be involved and help number of indicators, which is useful to have an idea and those who order placement, and those who are doing it. These tsifirki with intricate titles now available advertisers through the activities of research organizations. These structures monitor promotional events and publications in virtually all media fix them, and treated using relatively complex computer programs using modern statistical methods. Advertise in these studies differentiated by products, brands, advertisers, program, display time, duration campaigns. As a result of these extensive studies determined all of the indicators necessary for the optimal planning of the campaign. Details collected and Representatives readership and viewership.

This information allows us to answer the question what constitutes are people who prefer one or another "parking information. As a result, formed a database containing data on their age, sex, education, employment, social and marital status, income, assets. These databases allow to determine the lifestyle of representatives of different audiences, different media, their consumption and social preferences, attitudes toward specific publications, broadcasts, television channels, radio stations.

Thus, today the authors of the ad campaigns get very authoritative sources of secondary information, allowing no speculative and scientifically reasonable to plan advertising campaigns.

Basic concepts of media planning

Rating - the size of the audience who had seen or heard specifically taken a program that reads a magazine, newspaper, etc. in a specified period time in relation to the total population. For example, if the program watched 25 percent of the audience, then its rating would be 25 points if you read newspaper, 15 percent, its rating of 15 points.

Average rating - the sum of ratings divided by the number of publications or broadcast messaging. CPT (cost per thousand) - the cost of coverage real (some studies), thousands of representatives of readers, viewers or the listening audience of any population in the region, the spread of the media. The cost of an advertising message in a specific media properties depends on the format, colors, location, program name, and other factors. This is, in fact, not the cost of colored pictures on the cover of a magazine, and the price of customer contact. Unit its measurement is just the rate of CPT (cost per thousand, "the price per thousand), that is, how much money you have to pay the advertising agency (TV-channel newspaper, radio), for example, to a thousand people was subdued resistance "TV-Park" to the effects of distilled water. That the CPT is that "conditional exchange" where in the world taken to compare the newspaper, Journal or television for buying it as a medium for advertising.

That we should gather to "mix", "salt" and "prepare" the CPT? We take particular media channel, such as a newspaper, we believe the average number of readers per issue (better to take the figures from research because it simply does not reflect the circulation of the phenomenon of reading a newspaper a few people). If we place an advertisement once in one issue of a newspaper, the CPT is For all of your money invested in this location, the average number of readers of one issue of this newspaper (in thousands), for example, $ 10 000: 2500 = $ 4.

GRP (gross rating points) - the overall rating, he's beloved domestic media planning tool. It represents the percentage of population subjected to advertising exposure or, in other words, the total weight of the impact. For example, for the week: Four roller twenty ratings - eighty-GRP; five rollers for ten ratings - fifty GRP. The total weekly GRP: 80 + 50 = 130. On the lingo customer order may be: "I want to buy three thousand GRP on television. "
TRP (target rating point) - a total ranking, but not for the entire audience, as GRP, but only for the target group.

Share of Audience Rating shows the percentage of those who watch specific program among those who at the same time watching TV. Calculated as the ratio of the rating program for the total rating of all the programs. The benefits of this figure is certain: You can compare the two programs that go in a fundamentally different times of the day, week or year. Therefore, the audience measurement, usually counted and the average rating and share. The popularity of the program (channel) that judged by both measures. Stabilization or fall in ranking for a growing share of audience may reflect a generally positive trend in popularity of the program.

OTS (opportunity to see) - "a chance to see" ie the number of times (in thousands), which is given advertising message potentially could be seen (perceived). This basic concept underlying the concept of media planning and audience measurement (knowing the OTS, we can assume the number of people who saw your ad). Its modality determines the method of measurement. For example, for television it needs to measure the number of people who watched the program - Advertising medium rather than an assessment of their interest in it or to the most commercial. When multiple (more than one), advertising appeal, or more than one Media, OTS is equivalent to the sum of ratings in the thousands for all the posts (the amount of GRP). This indicator is also used to compare the number of contacts that are achieved in various campaigns.

No less important indicators of "net coverage" and "net-achievement" (Netto-coveraqe, netto-reach), that is, the portion of the population or target group with whom you come into contact with a single advertising message. Next step - "accumulated net coverage" (accumulated netto-coveraqe), or that part of the population (target group) with whom you come into contact through several advertising messages in one media or one advertising message in within a month.

In media planning takes into account two ways to accumulate audience:

• accumulation of audience specific media (eg software) for repeated ether;
• combined audience of several programs used as a promotional package campaign.

We give an example of counting Reach for the four TV-programs.

Specific people Programme Total for program

I II III IV
1 + + - - +
2 + + - + +
3 - - - + +
4 - + + + +
5 - - + - +
6 - - + - +
7 + + + + +
8 - - - - -
9 + + - + +
10 - - - - -
Reach,% 40 50 40 50 80

Note: a person № 1, № 2, № 3 ... which looked two or more programs is counted only once. This way of counting, of course also reduces the performance, but it is more strict and more honest.

Coverage ("cover") - the basic essence-rate advertising effects: it demonstrates the extent to which the task force. Than higher coverage, the greater the power of broadcast advertising message. Coverage has different meanings for different media. For example, if a million families in Russia have parrots, then advertising in a magazine with a circulation of one million copies of a special food for them, we achieve coverage of ten percent, that is, we hope, Believing that all planned recipients read our announcement. In reality, This, of course, a smaller percentage.

There is a definite difference between Reach and Coveraqe. Coveraqe usually refers to a potential audience of media (TV, radio), and Reach is always used in relation to an audience that was actually achieved.

Profiles (Aflinity) - "profile, or correspondence" (Target group) - a measure of how correlated the net coverage as a percentage task force and a net covering the general population. Calculated by dividing the first the second and multiplying by one hundred. The higher the better, but should always be greater or equal to one hundred.

Frequency (Average OTS) - "frequency, or average ability see ", ie the number of times that the man who had a chance to see advertising, really saw her.

Possible at least equal to one. Calculated as follows: OTS in thousands of shares at a net advance in the thousands, that is equal to the ratio of Capacity to reality. Used to compare the number of contacts in which the advertiser believes that the consumer will react to ads only if you see it is not less than X times, and we need to count the number of actual contact with her one person.

Frequency - akin to Reach indicator. If Reach - a measure of "Spread" of the message, then Frequency - a measure of repetition. Frequency is GPR respect to Reach.

This is a very important figure, but it is not easy to analyze because is an average rather than absolute numbers. If F = 1,9, then it means that the viewer could see this movie, on average 1,9 times. In the formula F = GPR: Reach clearly shows that the higher the frequency (F), the lower the achievement of (Reach). Problem media planning is just that, seeking to achieve this, care and the minimum feasible rate, we know that the consumer if u will buy it after the third (fourth, fifth, sixth, seventh) exposure. To "irradiate" the consumer several times, use, As a rule, additional media advertising. For example, two or three TV channel and two or three newspapers, plus a dozen places outdoor advertising. Combination of purely individual for each task.

More detail, let's talk about the media plans.

So, what is the media plan? This schedule, which contains information on the number of outputs of advertising of all types, which are provided in the campaign for the period of the campaign (or a certain period of time), which indicates Accommodation price, release date, format, duration of advertisement. Sometimes - special information associated with the time of submission of materials for publication and technical requirements for these materials (for example, features of the electronic format).

An essential feature of the media plan is to limit accuracy and specificity. That is, this document has a format that allows to manufacture and advertising not only in the agency, he designed, but also in any other. In this case, the advertiser should not be necessary looking for more information.

In order to make the right plan, not one only information on the media. From the advertiser must receive sufficient answers to several questions on which we now dwell.

A detailed description of the advertised goods or services

Media planning well enough to know the destination of the goods or services, the prices of similar goods or services, a position occupied by competitors. Unfortunately, not every advertiser is able to provide this information at the disposal of his agency. In this case, as a rule, the agency uses third-party sources - gets the information from the research firms that own extensive databases on product groups, brands within them. Sometimes it is solved over budget (expensive) zadachka, and make ad hoc market research.

Description of target audience

Audience can be defined by socio-demographic characteristics (Age, sex, social status) on consumer preferences (Eg, those who only buys coffee beans), the style of life (those who spend vacation in August and September, the hotel is not below a certain category), by motivation (why buy this particular product). If the effects described by several disjoint groups, it is reasonable to work with multiple target segments or groups. Very useful to distinguish from a typical group of its representatives and Detail imagine his portrait, describing all any significant characteristics.

The territory of the campaign

Typically, the answer to this question does not cause difficulties for Advertiser: he's planning to sell a certain area. Campaign can be regional (Moscow and Moscow region), national (Russia), International (CIS, other countries) may include one or more regions. Note for one thing: when planning campaigns in several regions it is often advantageous placed not in the regional, and central, nationwide dissemination tools. This approach allows us to kill two birds with one stone: easy control of the agency and advertiser for the passage of information and in some cases save money.

Dates of campaign

Campaign makes sense to coordinate with the seasonal fluctuations demand for the advertised goods. Typically, the customer has an idea about these processes. The only thing that should warn him - so it is that the first campaign (the so-called start-up) does not work immediately. Must have patience and not make hasty conclusions regarding the effectiveness of these efforts.

Campaign Budget

Very often, the advertiser is based on real material opportunities in the current period. That is, many are spending on advertising as much as do not mind, or how many may spend. More precise or scientific, definition of Budget may be associated with the estimate of advertising costs the nearest competitor. These information is also available in research institutions or based on previous experience of the advertiser, is comparable to previous advertising costs with their results (Volume increase in demand or increase profits). For such approaches to the definition of budget has its own indicators and methodologies.

That's all a short description of wisdom, hidden under the catchy name of "media planning."

Protect your eyes

When a person works on a computer, a huge burden placed on his eyes. The following simple exercises will help you, dear readers, not only to remove the stress from working with computers, but also to preserve vision.

1. At the expense of 01.04 to close my eyes without straining the eye muscles, at the expense of 1.6 is widely open your eyes and look away. Repeat 4-5 times.

2. Look at the tip of the nose at the expense of 1-4, and then move away to look through 1-6. Repeat 4-5 times.

3. Without turning his head slowly to make a circular motion through the eyes of up-to-right-down-left and in the opposite direction: up-down-left-right. Then look into the distance at the expense of 1-6. Repeat 4-5 times.

4. Keeping your head still, move the eye, fix it, at the expense of 1.4 up to 1.6 by right, then similarly down-right, right, right, left and right. Do move diagonally in one and the other side, moving his eyes directly at the expense of 1-6. Repeat 3-4 times.

5. Without turning his head, eyes closed, "to look" right at the expense of 1-4 and right on through 1-6. Raise your eyes up at the expense of 1-4, drop down by 1-4 and move straight on view through 1-6. Repeat 4-5 times.

6. Look at the index finger remote from the eye at a distance of 25-30 cm, and by 1.4 to bring it closer to the tip of the nose, then move gaze into the distance at the expense of 1-6. Repeat 4-5 times.

7. Quickly blinked both eyes, then look away. Repeat 4-5 times.

Perform these exercises at the first signs of fatigue the eye, or just when will give free time - and your eyes will thank you. Yes, please tell us about these exercises to your children. If they're over and over communicate with your computer, such exercises will not harm them. Oh, and one more thing. When you work at a computer (or read - all the same) from time to time try to keep your eyes on the monitor. It often helps to prevent fatigue, or at least significantly postpone its occurrence.

What is a "Corporate Identity?"

"Identity" - a concept introduced by theorists advertising. Abroad also used the terms "coordination of design," "Design look and feel of the enterprise", "system identification".

Style - a combination of methods (graphics, color, Plastic, acoustic, video), which provide unity to all products company and promotional activities; improve recall and customer acceptance, partners and independent observers not only goods company, but also all of its activities; and allow to oppose their products and activities of goods and activities competitors.


Corporate identity - an individual firm, made at Review.

Corporate identity - it means to build company image, as well as certain "information carrier", as the components of corporate style helps the consumer to find your product and your offer, forming his positive attitude to your firm, which took care of him, easing the process of selection of information or product.

"High" corporate identity indirectly confirms reliability of the company, as it ensures that the company complies with all apple-pie order both in production and in any other activity.

The concept of corporate identity is closely linked to the notion of image, as corporate identity - it is like a shell that is filled with concrete content. And this, full of the shell plus the activities Public Relations (PR) and create concept image of the firm.

When should you develop a corporate identity?

There are two opinions about when to develop your own Corporate Identity:

* as soon as they formed the firm;
* the accumulation of sufficient funds and securing sustainable activities.

It would be better to say that corporate identity should be given attention ever since the first days of establishment of the firm.

You register your company with a certain name, the name of the company - Has the support of a certain style. Then - you order a print company, which represents shriftograficheskuyu composition and may be a carrier of corporate style ... and so on, at every step to build your company you meet with dilemma: to think about branding by bringing in what you create or postpone this headache for later?

In fact, if you are not paying attention to the creation of corporate style of his enterprise, style, still emerging, other words - you create in this case, bad style. The longer it lasts, the harder it will be corrected.

How to build work on the development of corporate identity?

So, to start the firm, just declare them selves on the market?

Startups are hardly necessary folder with the company style, you can do the usual folders. But trademark (Graphic or verbal mark) with a mandatory registration is likely to be necessary, if the firm is going, so to speak, on a long voyage on the stormy sea of a commodity market and services.

Trademark or logo is the starting point for developing everything else. (As developed a trademark? Look in the "creative kitchen, "the designer here). Labeled brand names your business deals do not remain faceless. So the next step is a form business writing and the scheme layout of your ad (with trademark). If you later change the circuit layout of the advertisement or brand colors - Still your trademark will remain and will remind customers and partners about your firm.

During the formation of corporate identity can adhere to the following principles. First - select all, create a certain image through the development of stile is constants, and then (if necessary) to develop new components of corporate identity and make certain it supports. Most important in the phase-ordering or manufacturing elements and carrier branding - It's still withstand a single style that would work on a selected image of the company.

For the development of various media corporate identity better use the services of the same advertising agency. This the surest way to achieve unity in the performance of all elements and media corporate identity. Later, when the basic set of media branding will be developed, you will be able to manufacture them and use the multiplier services of different agencies and printers.

"Identity" in the narrow and broad sense

First of all, it should be noted that the concept of corporate style is interpreted in the narrow and broad sense.

Under the brand name style in a narrow sense means the combination of trademark (and its inherent color), and its use Securities and advertising appeals (see example: logo and its use in the design form of business letters and business cards).

Most firms are limited to just the narrow notion of corporate style.

Corporate identity in the broadest sense - is the use of common principles of design, color combinations and patterns for all forms of advertising (print, on radio, television) business papers, technical and other documentation office, packaging products, and, sometimes, and clothing of staff.

It is likely that the firm has just started its activities will not be able to reach the fullness of the phenomenon of corporate identity. On the other hand, began to operate in the market without the specific attributes of corporate identity, company miss the required time, postponing until later the formation of a consumer company's image. Moreover, a certain "promotional basis, the accumulated firm will be forfeited, as later, finding, na5konets style on the market there like a completely different company with a different "face".

What are the main components of corporate identity?

We give the approximate components of corporate identity:

* word mark;
* graphic trademark;
* colors;
* corporate font;
* corporate unit;
* circuit layout;
* slogan;
* formats of publications;
* advertising symbol of the company;
* audio firm.

Clarify some of these concepts.

Verbal trademark - Usually assumed that this company name, made some graphic manner, unusual, memorable font. In fact, it's not quite true. Distinctive features of the verbal sign lie in its verbal construction, ie a combination of letters. Graphic tracing letters when it does not matter (otherwise - it will be graphic, but not verbal sign). It is important to note that a combination of letters verbal sign must form just a word, and not just be unpronounceable combination thereof. This may be known or a new word. It is important that the word meets the criteria of novelty and patentability in respect of certain goods or services.

Here is a typical example, as described above. A combination of letters "Thielen" represents a word that meets the criteria of novelty and patentability with respect to a specific list of goods and services and because can be registered as a verbal trademark (logo). In this case, to be registered as a trademark can be zyavleno word "Thielen" as such, without giving him a specific graphic tracings. Attaching the word "Thielen is additionally a variety of graphics, color and style characteristics, the designer does not change the word and therefore does not alter the inherent novelty and protect ability. Over what works as a designer? In fact, he develops graphic mark, mainly based on the composition shape of the letters forming the word "Thielen." It solves the problem of the graphic branding on the basis of the word. The resulting original graphic composition can be registered as a graphical mark.

Graphic trademark - Is any image that meets criteria of novelty and patentability in respect of a specified list of products and services, and duly registered as a trademark addressed to a specific owner (or group).

Colours. Color is a powerful tool for identifying and can therefore be used as an essential component (trailblazing constant) as in the construction of the actual mark or logo, as well as to establish a system brand or corporate identity (see example). For registration and verbal graphic trademark select certain colors, which in combination the first item and create a certain image.

Developing corporate colors, to consider the possibility of printers for printing: newspapers, for example, transmit only the basic colors, or use two options: color (with a complex range of colors) and black and white.

Original font. For registration of printed products can be selected a specific font.

Corporate block may include a trademark, company name, e-mail, bank details, list of goods and services, advertising symbol of the company, slogan. In the corporate unit may include all of these elements or only some of them. Corporate block is useful in many situations: from the design firm forms prior to making packaging products.

The scheme layout may include a layout of the entire

printed materials. It is particularly important for firms to have the scheme layout print ads. Used constantly, familiar to buyers form layout advertisements are much increased visibility and memorability of advertising ad.

The format of publications. On all printed material can be extended particular, the original format, which also contributes to a better recognition information and promotional materials.

Slogan - a short phrase, the motto of the company or product. This verbal advertising symbol of the company. which gives it an exceptional value as an element or image advertising funds.

Advertising symbol of the company - a certain character or image acting on behalf of the firm in advertising and other (eg PR) activities. This may be representative of the flora, fauna or Homo Capiens in an amusing image. (See example - advertising symbol smstemy trade - the gold bull).

Audioobraz - a musical phrase, song, a few notes for voice or musical instruments, the combination of certain noises, employees as if the identification mark of the company in radio and telerolikah.

In fact this brand, decided audio facilities. The main function - the same as that of the graphic sign of the firm - identification. Strictly speaking, audio company should have all the criteria of the logo and perhaps, according to the law on trademarks registered as such. (see details).

Often, audio firm uses audio slogan: specific, staging solution audio facilities company slogan (see above: slogan), which gives him appeal, memorability. The difference between audio and audio slogan only that Slogan it audiointerpretatsiya verbal expression, and audio an independent sound image associated with the firm (and the law mounted behind it by registration.)

What is a "carrier branding?"

Using the components of corporate identity as "building blocks" or modules, you can specify corporate identity in virtually everything that somehow relevant to the activities of the firm. Bearers of corporate identity can be:

Attributes of business activity:

* printing company;
* company letterhead;
* envelope;
* letterhead different types of documents;
* business card;
* folder - the registrar (cover) (see example)
* price tag, label, (see example)

All forms of advertising:

* press advertising;
* radio and television advertising;
* stand;
* advertising on vehicles;
* outdoor advertising;

Means of identification, orientation:

* Index of travel;
* Indices location
* direction signs
* sign
* doorplate
* badge, patch;
* clothing of staff;

Prduktsiya firm and its means of packaging, design, maintenance, implementation

* prodkutsiya
* packing
* wrapping paper (see example)
* Labels and stickers
* supporting documentation
* Operating Instructions

Attributes presentations, PR-companies

* prospectus;
* information sheet;
* booklet;
* Calendar
* poster;
* pennant;
* souvenirs;
* clothing of staff;
* bags, bags.
* Advertising and Corporate Identity

Corporate identity helps to achieve a certain unity in advertising, ordered even different artists, which increases its effectiveness.

Bearers of corporate identity can serve all forms of advertising.

Advertising effectiveness. Motto.

Effective may be considered such ads, which immediately also attracts the attention of the consumer. While working on commercials D. Ogilvie recommends the following principles and techniques:

Here are some of them:

• It is not necessary to register trademark in a specific color scheme. Legal protection extends only to those specific colors, while the supply of sign in black and white cover any of his performance in color;

• watch out for reproducibility, avoid small parts that merge with printing or any other reproduction;

• think carefully about color, composition, location of sign, so that He, along with packaging of goods to create a single memorable image.

Motto (slogan) - Shock line advertising, a short slogan, a short trope, or, as we have said, "battle cry" of the firm


All have become accustomed to such typical slogans:

• Melts in your mouth, not in their hands;

• STIMOROL - unique steady taste;

• Nowhere except in Mosselprome (Mayakovsky);

• Good to the last drop - the motto of the company Maxwell House since 1873;

• TEFAL: you are always thinking about us, etc.

We recall two basic objectives motto - to ensure consistent advertising campaigns and summarize key theme or idea, associated with the product or the company name. For example, the bag with crispy potatoes reads: "It's hard to eat just one!". The motto does not carry information for the consumer, but it creates emotional, subconsciously shaping attitudes to the manufacturer and advertised products. Good Slogan easily remembered, and hence in the brain Consumer laid sustainable positive attitude to the firm.

The motto of the good of its functionality. The same shock phrase can be used in television commercials, billboard advertising, newspaper ads, and even on product packaging or in a store window. This kind of "information Message eye purchaser. " That is why the motto is regarded as one of the permanent identity elements, along with trademark and company name.

Note that the slogan, in contrast to a trademark may vary with time. Coca-Cola Company over 100 years of existence has changed the slogan 98 times, and Trademark - never. Advertising and motto reflect the zeitgeist.

It is very difficult to formulate rules of good writing slogans. After all, even taking the same recipe, a wonderful hostess cake while the other received only a miserable likeness. Nevertheless, remember: the motto should be be clear, short, easily pronounceable. It is desirable to coordinate the rhythm of the motto with the product, use onomatopoeic features of the language, as well as the principle of pun, such as: Knorr - tasty and fast.

Make an attempt to mottoes grouped as follows:

1. Using friendly words and promises of good. You'll be pleasantly surprised affordability of our prices. User-friendly world of hotels.

2. Repetition of the same letters in each word of the proposal. "Day" - makes good. It's time to drink beer.

3. Repetition of words, sentences and their parts. It is easy to buy - easy to fly away. Sell millions - appeal to millions.

4. Use of uppercase letters, digits, graphic characters. Remember the beautiful pill RFP. Ramis II - a leader in the design.

5. The desire for simplicity and brevity. Mind and beauty: "Olivetti". Strength and Grace: Firm And Bu-Ai.

Ads consist of a set of elements (components). Now is the time to understand their purpose and capabilities to this end, we consider first major. These include the title, illustrations, subheadings, the primary text echoes the phrase, mottos (slogans), trademarks (logos) codes.

Effective advertising at Ogilvy

Advertising is not dispassionate it is able to bring either stunning success or fail.

Some principles of effective advertising to be learned immediately:

1. In order for your advertising noticed, requires an idea, and not simple, but good High-quality idea. Will not have this, and your ads will stay hidden, do not work.

2. Text advertising is very important, but more importantly the rationale, argumentation. Development Any advertising begins with its justification, or rather - first study, and then develop.

3. Relevance - one of the main factors in the choice argument. Good arguments (for relevance) may be a quality product, price, fast delivery, safety in operation.

4. You advertise a new product. So it will be only once, so it’s when you are required to declare loud and clear, without equivocation. All that in a commodity is really new, it is imperative to point out. What is news is new? - What the readers do not know yet.


5. What question arises for the consumer, just get to know your commercials? - "How much will it cost?" If possible, include in the advertisement cost of goods.

6. Useful quality of your product can be fully understood only by a specialist or yourself, but not necessarily to the consumer. So do not hesitate to assert obvious. Show the product in action, tell them how to use it, show what place he might take in people's lives.


7. Think about how to implement a consumer's mind the name of your product. It should keep in memory, so do not be afraid of repetition.

8. Do not exaggerate, do not glorify your product the consumer is always skeptical configured and can turn away from you.

And now tell you more about the impact of advertising on sales of goods.

How to introduce your product to the consumer? It has been said that good advertising copy - it's good, but the argument - even better. For example, you advertising tool that moisturizes dry skin and at the same time a good clean it. How best to present this item? Cream for dry skin or a means for cleansing skin? How to submit a new product: a new species or as a cooked in new ways? On your choice depends on many things. In essence - this is your decision, precedes the development of advertising.

Soul of advertising as we know is the advertising appeal. The consumer should know what benefits he will receive from purchasing your product. After all, you promise that he will certainly receive the benefit. "If the product is not intended satisfaction of consumer needs or desires, his advertising, ultimately, must fail "(R. Reeves). Thus, in deciding how to present consumer goods, you take the second (and no less important) decision that you promise, and in what form. The greatest success you promise the promise of those qualities commodity in which most consumers may be interested in the subject of their usefulness and competitiveness. What unique qualities of the product, so, of course, the weight your advertising promise.

The winner is always the one who constantly directs its advertising to create a clear brand image. About 95% of all advertisements solve immediate problem, but the chain advertising each should contribute to a holistic brand image.
How to attract customers to the advertisement, what should be done to people remember it and, remember, act accordingly? Need ideas.

Quality and its image. If in the eyes of the consumer goods are a sample of high quality, prestige goods is growing. Incidentally, unattractive Advertising makes you think that product is not better.

You may have noticed that the majority of advertisements featureless and inexpressive, dull. Boredom does not attract anyone. Another thing, when you call the consumer pleasant feeling, captivates and ignites it, it awakens interest.
Creating advertising, it is very easy to fall into temptation and go on already trodden by someone the path that is to act on the pattern. As it is difficult it is better to exercise ingenuity. Never forget about the novelty of the goods: it is difficult provide anything more attractive than a novelty.

You should know how to present products for men, women, children, farmers, residents of North or South, etc.

Carefully organize the campaign. Do not attempt to embrace immensity. It is best to keep your entire campaign to a single intelligible message but all efforts to bring it to the consumer. Effective Advertising - Is the one that immediately attracts the attention of the consumer to the product.

Advertising campaign to be successful, must adhere common advertising appeal and a single image that will remain for years unchanged. The only way to create the effect of "snowball".

In developing the long-term campaign to visualize its purpose, the audience will learn well and develop a strategy.

Hundreds of advertising campaigns are held annually in the United States, and the goal they have one - profit. But the strategy is all different. The optimal strategy is only on research.

Identify the purpose and considering several intervention strategies, study audience that will be sent to your activity. Who are these people to which you are applying? Young or old? Rich, poor or middle class? Single or family? Their interests, lifestyle ...

All those involved in your campaign should be clearly understand its strategy. Do not proceed with the implementation of an advertising campaign, while not sure that all three elements (purpose, audience, strategy) we found their reflection. Plan your work will, of course, different from what we have here offer an example. But fourteen points, suggested below, you should consider necessary. Otherwise, your work will be unprofessional.


WORK PLAN

1. Your goal?

2. What do you expect from advertising (specifically)?

3.Provision for advertising. How much can you afford?

4. Dates that you want to survive.

5. Which media do you prefer: television, radio, magazines, newspapers or other?

6. Advertising rates.

7. What kinds of audience focus your advertising?

8. Strategy that is how you act.

9. Who will create your advertising?

10. Who will assist in the implementation of advertising on television and radio?

11. Who will assist in the implementation of advertising in print?

12. That you will use to scale campaign (T-shirts, booklets, Bags ...)?

13. How are you going to track campaign results?

REMEMBER!

1. Advertising should not be aggressive - campaign should not be confused with the war.

2. Beware of patterns.

3. Avoid anything that "smells bad". Questionable taste - just to the detriment of the case.

4. Do not tell stories of what not.

5. Do not skimp on the appreciation - the word "thanks" is always nice.

6. Monitor the results.