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THE POWER OF BRANDING

This well help clear up a lot of things during your next market training session and help you deal with personalized promotions. Now, it is mildly risqué, so please do not write us nasty letters. It is essentially gender neutral and can be used with either sex — well, maybe. As we enter the Big Brand era you should understand these important marketing concepts.

You go to a party and you see an attractive person across the room. You go up to them and say, "Hi, I'm great in bed, how about it?"
-That's Direct Marketing, very direct. You target an audience and address it.

You go to a party and you see an attractive person across a crowded room. You give your friend a twenty to represent your interests. They go up to the target audience and say "Hi, my friend over there is great in bed, how about it?"
-That's Advertising. You use promotion to get the message out.

You go to a party and you see an attractive person across the room. You somehow garner their cell phone number. You call them up and chat for a while until they feel comfortable and then say "Hi, I am great in bed, how about it?"
-That's Telemarketing. Computer calls are not advised.

You go to a party and you see an attractive person across the room. You recognize them from a previous personal encounter. You walk over to them, refresh their memory and get them to respond positively to your comments and then suggest, "Hi, I am great in bed, how about it?"
-That's Customer Relationship Management. It is extending your franchise.

You go to a party and you see an attractive person across the room. You put on your best smile and walk around being Mr. or Ms. Congeniality. You refresh all the thesaurus links in your memory and play it for all it is worth. You stand straight, you talk soft and smooth, you try to be funny, you smile like a dream, you set an aura around you playing the part and then you move up to the person and say, "Hi, I am great in bed, how about it?"
-That's Hard Selling.

You go to a party, you see an attractive person across the room. THEY COME OVER TO YOU and say, "Hi, I hear you're great in bed, how about it?"
-THAT is the Power of Branding.

A company's name and reputation have a value far beyond the logo on the door and on the truck. Every action by every employee has an effect on how one is perceived and thought of by the marketplace.

Reprinted with permission from the Digital Printing Report, Volume 8, Number 12, by the Digital Printing Council, Printing Industries of America, Inc.

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