eBay has been one of the largest advertisers on Google, but that might not be the case for much longer. It decided to do an A-B split test to determine how many of those clicks they would have eventually seen even without those paid placements; even going so far as to go dark in 30 market areas to provide a control. In a study conducted with eBay Labs along including fancy degree holders from Berkeley and U. Chicago, it showed that it only made back about 25 cents on the dollar spent.
The study shows that brand ads – and by that they mean ads that focus on the brand names of the products to be theoretically purchased, rather than “branding” ads – can be efficiently effective for potential new users to the retailer, but tend to be unnecessary for those who are already familiar with the retailer. eBay, more than most, would suffer from a high familiarity ratio, thus making its relative efficiency low.
One thing the full version of the study appears to miss, however, is that very high clickthrough rate experienced by an ad due to a specific brand reference that is common to the search term may have another financial benefit to the advertiser: increasing the “quality score” of the ad campaign, and thus reducing the expense of other clicks in the campaign.
eBay bids on a universe of more than 170 million keywords. It spends more than $50 million a year on online advertising.
The whole concept of branding is foreign to many small businesses. They view it as something that only matters in the ivory towers of global corporations.
Nothing could be further from the truth. Branding is all about making your business memorable, and it’s the small business rather than the big one that’s likely to get lost in the shuffle. Here are five core concepts that small business owners should know about branding.
1. Repetition and consistency are paramount. Any parent knows that when you say something once it seldom sinks in. And, parents who send mixed messages confuse the child … and perhaps themselves! The same dynamics apply to branding: the market needs to see the same imagery and the same message again and again and again.
Beer companies have started to reconsider how they approach beer branding and what that means to their bottle designs. Should a brand’s design be witty and interactive, colorful and vibrant, minimalistic and direct or original and retro? In order to win over the average consumer, these are questions that marketers and brand executives need to consider. Fortunately, several companies have made it a point to re-brand themselves and that means changing their bottle designs.
This collection of designs showcase beer companies that have used branding strategies like summer-themed graphics, bottle labels that feature a 12-part detective story, bottles designed in an elegant sleek shape and various other companies that are changing the ways in which we view and drink from a beer bottle.
Check Them Out.
Brand management is vital to gaining market dominance.
Brand management involves the art of crafting and maintaining a brand image in the marketplace and of managing the product lines associated with individual brands. Marketers employ a repertoire of techniques to influence consumers’ perception of and preference for their brands. Focusing on continuous brand management can help your brand to solidify a position of dominance in your chosen industry or niche.
Analyze competing brands in your industry to determine where you would like to position your brand. Map out competitors and rank each by size, service model, reputation and target market segment. Determine how many players are serving the high end of the market and how many are serving value- or cost-conscious market segments. Determine which competitors feature full-service business models and which operate lean. Rank your competitors according to their reputation in the industry by comparing customer reviews and news articles.
“We want to remove the label stuck on divorce as being complicated, bureaucratic and costly, and to make it as easy as going to a supermarket and buying a card,”
You own your own business but you hate selling? You’re not alone. Even though being a good salesperson is essential to the success of almost every business, a lot of people feel uncomfortable about the act of selling.
“Fear comes from the unknown and it is a psychological response to a perceived threat. You can chip away at this fear by creating a sales process and following some simple steps that give you confidence in your own skills,” said Dave Mattson, CEO of Sandler Training, a leading global sales and management training company.
Mattson proposes five steps that business owners can take to minimize their sales fear:
Creech said that in fiscal year 2012, the National Guard has been contacted by more than 24,800 individuals interested in joining because of the racing sponsorship. Of those, Creech said that 20 were qualified candidates and that none joined.
YOUR TAX DOLLARS AT WORK: That means a $26MM sponsorship had a $1.3MM per recruit cost. Way to go! – Ed.
Connecting those with skills and those who need them is a perennial challenge in the labor marketplace, and there seem to be virtually infinite ways to make that happen. Just a few days ago we featured Beyond the School Run, which focuses on career opportunities during school hours, and since then we’ve come across KnowHowMart, an online tool now in beta that’s focused on helping skilled professionals sell their expertise to companies that need one-off advice.
Chocolatier Anthon Berg recently enabled customers to pay with a good deed, rather than cash, at a pop-up location called The Generous Store.
Cain, who rose through the ranks at Coca-Cola, Pillsbury, and Burger King to become Godfather’s chief exec, knows how to sell a product, and he’s selling his tax plan the same way he would hawk Triple Whopper value meals to lower-middle-class-income families of four. Like it or not, it’s a savvy way to pitch a fast-food nation in a double-dip recession.
However, not all brands have the same potential for growth through revitalization. All too often, at the sight of declining sales, the knee-jerk reaction is to try to reinvent a brand without asking if it’s worth the investment in the first place.