The Top Branding Strategies for 2016

The Top Branding Strategies for 2016

As we enter a new year, many people are choosing to adopt new hobbies and resolutions to improve their wellbeing. Every new year’s resolution is designed with good intentions, but change in the new year is not merely limited to individuals. As a manufacturer, you can improve your brand in 2016 as well.

There are a lot of trends anticipated for next year. Manufacturers are going to have to improve their brand identities to cater to these trends and appease both their potential and pre-existing customer bases. A simple set of strategies can make brand improvement an easy task in 2016.

We’ve put together the top 4 branding strategies manufacturers should seriously consider for success in 2016. From brand protection to empowerment, these strategies are easy to adopt and present manufacturers with high reward potential.

Brand with Purpose

Every one of your customers has an intangible asset you can use to your advantage, and it’s called emotion. There are plenty of ways you can appeal to emotions, like with advertising and messaging. But beyond that, you can use it to improve the customer experience on your site. There are a couple of ways to do this.

Just like John Lennon, your shoppers get by with a little help from your business. By offering helpful services to your customers like Olark’s innovative live chat service, you can make their visit to your store a memorable one. They’re more than likely to remember that your store was incredibly helpful with any questions they had regarding your product.

But not every manufacturer has their own online store. Aside from advertising with an emotional message, manufacturers can help customers after their shopping process as well. Offering a phone number or website on the package of each of your products can inform the shopper that you’re always willing to help with any questions they may have once they start using the product.

Be Flexible

It sounds like a lot of work, but rebranding your company might be a good idea if 2015 didn’t provide the superb results you were hoping for. When it comes to solving a puzzle, you have to consider every piece. Your business is the same exact way, and if you think your brand value isn’t as strong as it used to be then rebranding should be seriously considered.

Look at Old Spice. After a series of zany ads circa 2009, the manufacturer successfully rebranded its business and definitely reaped the benefits. What was once a simple, complacent brand is now affiliated with loud screams, wolves and swagger. Your business can do the same, even if you aren’t as large as Old Spice.

Measuring your brand’s current standing is not exactly the easiest task in the world. One of the most feasible ways to get a measurement is to offer pre-existing shoppers a survey. Email the survey, and give a discount on your products to incentivize them to actually fill it out. The results will inform you on where you can improve your business.

Build Brand Loyalty

Loyalty is one of the most valuable assets to win from your shoppers, and for good reason. It’s much less expensive to sell to a pre-existing customer than acquiring a new one, and if you can build loyalty early then you can simplify the selling processes for the upcoming purchases. But how can you build loyalty for your brand, especially if you aren’t selling directly to consumers?

Keeping your hands out of the selling process can keep your business more focused, but at the same time it inhibits your ability to tailor the overall shopping experience. Therefore, you have to make sure you include something with your item that will keep customers coming back.

The first area you can improve to build loyalty is your product’s quality. Beyond that, your pricing, as well as your willingness to improve the post-purchase process, are other ways to improve your brand loyalty.  If your company lacks loyalty programs or perks, you should consider implementing them in 2016.

Monitor and Protect

One of the easiest ways to lose your brand value is to let a product fall into the hands of a grey market seller. Fine tuning your overall brand experience takes a lot of work, and it’s always a shame to see that hard work go to waste. Pre-established deals regarding your products’ imaging and pricing are thrown off the table when dealing with grey market sellers, so how can you make sure your products get into the right hands?

Automated price monitoring solutions can scan the web for your products’ UPCs to see where they are being sold at all times. Not only that, but they can tell you the price they’re being sold at. So if you catch a grey market seller and they’re offering the product at a price much lower than your minimum advertised price, you know you should contact them to address the issue.

You can send a cease and desist letter, or you can take it a step further and create a new relationship with the retailer, authorizing them to sell your products in the future. If the retailer’s brand is well known, this can be extremely beneficial for your brand value. Regardless of what you choose, monitoring and protecting your brand is a must in 2016.

eCommerce is growing, and it’s currently showing no signs of slowing down. After an already impressive Thanksgiving weekend and a promising holiday forecast, retailers are going to be looking to increase their product selling breadth. Make sure your brand value is continuously optimized for success with these tips.

Interested in monitoring your reseller network in the new year? Check out our MAP monitoring solution, WiseMapper, here.

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New Skift Research Report: A Deep Dive Into Operating and Branding Strategies for Hotel Owners – Skift

In the report, we examine implications for hotel owners of the major brands increasingly shifting to asset light; how independents can succeed when catering to experiential-minded consumers with a focus on technology and data; and key items to think about when choosing a brand. We provide our growth expectations for soft brands and non-branded operators, changes in management and franchise contracts, and distribution, and how these changes will impact hotel owners.

When it comes to owning a hotel, many public investors think of the less-than-stellar aspects of hotel ownership: lower profit margins relative to franchise and management organizational structures; more volatility in economic downturns against an essentially fixed cost structure; potentially lower company valuations; challenges with online travel agency (OTA) commissions and other distribution costs; costly investments in renovations, furniture, fixtures, and equipment, labor, insurance, sales and marketing, reservation and property management systems, and other expenses. The list goes on and on.

From inside the industry, however, hotel owners and developers see the opportunity to make a return on a real estate investment, “wow” guests with a unique experience, and provide a place of shelter, a space for people to meet and gather, a community. When a hotel owner appropriately positions a property by making smart, efficient, innovative decisions, the outcome can be a financially rewarding, and also a personally fulfilling, experience.
Preview and Purchase
What we found through our analyses and interviews with owners, operators, managers, franchisors and other industry experts is that there may not be one best way to own a hotel. There is no “one size fits all” operating model, and decisions must be made on a property-by-property basis. Nevertheless, hotel owners can’t be idle, and should continue to be innovative, adaptable, thoughtful. They should also be willing to push back on their managers and franchisors to produce the best results. At the end of the day, the objectives remain the same: Acquire or develop strong real estate, ensure the property is run as effectively and efficiently as possible, choose the right partners, and never lose sight of that hospitality factor. This is a people business after all.

What You’ll Learn From This Report

  • The advantages and disadvantages of different ownership operating models
  • Key considerations when entering into management and franchise agreements
  • How income statements differ among owners, managers, and franchisors
  • An overview of the hotel industry in terms of market shares of branded versus non-branded and managed versus franchised versus owned properties
  • Why the large brands have increasingly shifted to asset light and consolidated
  • The benefits of brand affiliation, including how loyalty programs and lower online travel agency (OTA) commissions can drive incremental revenue
  • How consolidation has negatively impacted hotel owners
  • The potential market opportunity for soft brands and non-branded operators
  • Keys to operating a successful independent property
  • How changes in the distribution landscape, from OTAs to Airbnb and Google, are influencing hotel owner decisions
  • Cost considerations for hotel owners in today’s environment
  • Skift Research’s proprietary ranking of seven major hotel brand chains based on 13 quantitative metrics to inform hotel owners’ decisions about brand affiliation
  • Expectations for distribution costs, growth of independent hotels, how contracts will evolve, and how the major brands are going to respond to industry trends

This is the latest in a series of monthly reports, data sheets, and analyst calls aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision-maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

After you subscribe, you will gain access to our entire vault of reports conducted on topics ranging from technology to marketing strategy to deep dives on key travel brands. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

The Skift Daily newsletter puts you ahead of everyone about the future of travel, subscribe.

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Branding yourself – how to be acknowledged for the superstar you are – Owntrepreneurship

So we’ve established the many benefits of having the right sort of reputation within your organization (). But how to push this reputation beyond the limits of your organization to have a regional, national or even global reputation in your field?

Before we answer that we need to see if this fits who we are and what we are trying to achieve in our career. Some professions and lines of work are simply best kept from other people (spies, criminals and elgo-traders). Others are lines of work simply don’t benefit much from being known outside their closed circle- government officials, army officer and the likes could not gain much (at least if the aim to stay in this role) by having regional or global acknowledgment. But most other professions I can think of, including the most solitary ones (CPO, computer coder) can benefit from having the right exposure and reputation. For instance, the VP of R&D at the company I work for is a women (pretty rare),and we’ve used this to get some press coverage. She didn’t like the spotlights at first, but when she received an invitation to participate in a professional panel discussion as part of an all paid, prestigious event she began to like the idea more. She now actively pushes me to get her more in front of the media, and I’m sure this exposure and added reputation will assist her in the years to come.

So how do you make yourself well known and respected, outside your closed network?

the principles are roughly the same as branding yourself within your organization. You must first develop a network, spread the message of how awesome you are and maintain it. Building a network nowadays is easier than ever- use whatever channels that are respected within your professional community- LinkedIn, industry forums, Quora etc. you need to build a large network of networks (meaning you should be connected to people who are well connected, like journalists, bloggers, social-media addicts etc.). most of these people will happily connect with you regardless of them actually knowing you in person (remember, they benefit as well from extending their network).

Than, start establishing yourself as an authority in your field. Participate in discussions, answer relevant questions on Quora, post interesting news stories. If you have a chance, blog about your thoughts (you don’t need to have a blog to do so, you can doing easily on both Quora and Medium).

Ask many questions but answer more. Be helpful- if you don’t know and answer or can’t help, find someone who does (I’ve been asked a very technical question regarding IT security. I’ve asked around the office and reverted with a superb answer)- it will be much appreciated.

Do this constantly, and your reputation will be built by itself. Do try to avoid conflict, both personal and professional. You want to be perceived as a solid, helpful chap, not a war monger.

Now the hard part begins- you need to be consistent and diligent. Keep publishing, contributing and assisting others. It will take some time but in the end it’ll pay off- you will build a community of followers, people who cherish your work and will likely to recommend it to other. And that’s when the real magic happens- when word of mouth (or, nowadays, word of the web) will start to spread about you. By that time, don’t be surprised if head hunters contact you regarding open positions, journalists want to interview you and people you’ve never met want to follow you and hear what you have to say. It is up to you how to leverage this. But remember, all this hard work can be blown away if you are careless, so be kind, use your reputation and reach to help others (for instance, help people find jobs) and enjoy the fact you have earned this reputation rightfully.

Corporate branding: to destroy or not to destroy


Many times, when my clients have come to me for advice on their plan for corporate branding, they start by giving me an introduction to what they have already done and what their customers want and look for. And I recognise there’s a heavy burden of past glories hanging over their heads.

For years I have worked on corporate branding projects for different companies. They are all successful companies and would like to invest in branding for many reasons, such as getting higher customer engagement, creating new markets or changing shareholders, etc.

Sure, they know why it’s necessary to (re)brand. I have gotten to know each of these clients very well, having worked closely with senior management teams like a full-time employee.

During this time I have observed a universal scenario – the company is looking for changes in the branding, but is held back by hesitation.

This brings me an opportunity to share my insights to companies which are looking for better ways to (re)brand. Branding is indeed a way to break away from the past and create a new path for the company.

However, there’s a big challenge for corporates to leap out from their comfort zone. For instance, you often see anxiety about the impact on their existing core markets, being well-positioned and profitable, etc. But what’s important is not necessarily “who you were/are”, but “who you want to be”. Thus, my first duty is driving clients to explore and look beyond existing markets towards new frontiers.

I’d like to cite an economic term coined by Joseph Schumpeter, “creative destruction”, to explain the relentless advance of a free economy.

Innovations can hardly be stopped as the old is supplanted with the new, the outdated with the novel, and the stale with the fresh, all at an inexorable pace.

In other words, construction requires destruction. Instead of relying on past glories, successful branding always comes with the bravery of taking the first step to destroy, to disrupt conservative business, product and profit models, and to change and open new markets.

Nonetheless, changes of brand image cannot be sustained unless the want-to-be spirit is truly ingratiated. This brings me to my next duty, accompanying my clients to walk the path of change with strategic initiatives and integrated changes.
Everything is about cost and benefit.

There is always risk – both in being static and in changing, both for creative agencies and their clients. It’s a time of convergence, and every facet of businesses craves creativity. Are you ready to make changes? To destroy or not to destroy, that’s the question.

By Connifer Liu, director of business development, C Media Group.


Welke strategieën zijn er voor corporate branding op social media?

Welke strategieën zijn er voor corporate branding op social media?

SWOCC presenteert onderzoek met cases van ABN Amro en ZiggoVodafone

Wat zijn de strategieën die bedrijven kunnen inzetten bij het vertalen van hun corporate branding naar social media? Die vraag stond op 6 februari centraal bij de presentatie van de 75e SWOCC-publicatie Corporate branding en consumenten op social media. In de UvA presenteerde universitair docent Theo Araujo zijn bevindingen. Daarna volgden twee praktijkcases: Jeroen van de Ven presenteerde de nieuwe social media-strategie van ABN Amro en Stefan Bothoff sprak over de strategie van joint venture VodafoneZiggo.

Dit artikel verscheen eerder op de website van SWOCC. 

Voor zijn onderzoek naar de relatie tussen corporate branding en consumenten op social media heeft Araujo de social media-activiteiten van een aantal Nederlandse corporate brands en consumenten geanalyseerd. Aan de hand van interactieve netwerkmodellen van Twitter-accounts en Facebook-analyses heeft hij getracht de vraag te beantwoorden: wat zijn de beslissingen die je als bedrijf moet overwegen bij het opzetten of heroverwegen van je social media-architectuur?

Dit zijn de account-architecturen op social media die je zou moeten overwegen:

1. Spiegelen van de corporate branding-strategie

Een voorbeeld is de corporate brand Achmea die voor iedere product brand (Achmea, Zilveren Kruis, Interpolis, Centraal Beheer enzovoort) een eigen Twitter-account heeft. Deze strategie geeft een corporate brand de kans om op corporate-specifieke onderwerpen te focussen, zoals Corporate Social Responsibility (CSR), en laat het aan de product brands om de product-specifieke informatie te communiceren.

2. Centraliseren of decentraliseren van communicatie

KPN heeft het webcare-team van de corporate brand en de product brand, Telfort, in één account samengevoegd. Daarnaast zijn er aparte accounts voor KPN en Telfort. Ze laten de keuze aan de consument om te volgen waar zij geïnteresseerd in zijn. Het voordeel van gedecentraliseerde communicatie is dat het de contentstrategie meer gestructureerd maakt, omdat je je als bedrijf kan richten op specifieke sub-groepen van stakeholders of speciale onderwerpen.

 3.Medewerkers en social media

Philips is een goed voorbeeld waarbij experts (‘PhilipsHealth’, ‘Spokesperson Philips’) van de organisatie hun eigen netwerk hebben. Deze expert-netwerken praten over de organisatie. Door de social media-activiteiten van medewerkers te promoten of te highlighten op de corporate of product brand-pagina krijgen consumenten meer inzicht in de organisatie en haar leden.

4. Het selecteren van het juiste platform

Consumenten verwachten verschillende dingen van verschillende social media-accounts. Zo is Twitter een informatief account, terwijl Facebook meer wordt gebruikt om de tijd te doden en te entertainen.

Hoe gedraagt consument zich op social media?

Associëren consumenten de product brands met de corporate brand op social media? Araujo legt uit dat op Facebook-pagina’s van een product-brand de corporate brand nauwelijks wordt genoemd. De corporate brand wordt alleen genoemd bij klachten, waarbij er directe hulp van het corporate bedrijf wordt gevraagd. Op Twitter wordt de product brand vaker geassocieerd met de corporate brand. Een opvallende uitkomst, gezien het beperkt aantal tekens.

Hoe gedragen bedrijven zich op social media?

Op zowel Twitter als Facebook worden de corporate brand en product brand(s) zelden gekoppeld. Wanneer het wel gebeurt, gaat het vaak over CSR, corporate ability of het verduidelijken van het corporate portfolio. Wat kan je het beste doen op social media in de context van corporate branding? Araujo geeft een aantal take-aways gebaseerd op zijn bevindingen:

  • Het gebeurt zelden dat de consument de corporate en product brand met elkaar linkt. Maar wanneer dit wel gebeurt, is het vaak negatief (klachten). Het is daarom van belang een goede webcare te hebben. Consumenten weten uiteindelijk toch wel de link te leggen tussen de product en corporate brand.
  • Consumenten vormen netwerken waarin de corporate en product brand worden besproken, zelfs wanneer het merk zelf niet aanwezig is. Voor een sterke social media-strategie is het als bedrijf van vitaal belang om deel te nemen aan deze discussies.
  • Verbind de corporate en product brand met elkaar in de content of profielen op social media. Dit kan gunstig zijn wanneer de product brand zich wil associëren met de reputatie van de corporate brand, zoals wanneer het om corporate ability en CSR gaat.

ABN Amro: andere social media-strategie

Jeroen van de Ven, social media-manager van ABN Amro, vertelt dat de ‘sociale’ focus van de bank tot op heden was gericht op de relatie met de klant: ‘”ABN Amro is 24/7 bereikbaar via social media, we zijn er wanneer je ons nodig hebt.” De 38 social media-accounts van ABN veroorzaken echter een content-explosie. Een duidelijk corporate verhaal ontbreekt. Hierdoor is de boodschap, de purpose, van ABN onduidelijk geworden. Wat wil ABN eigenlijk vertellen? Het probleem op social media is dat er niet wordt samengewerkt tussen de verschillende afdelingen, een overall eindredactie ontbreekt.

“De 38 accounts van ABN Amro op social media veroorzaken een content-explosie. Wat wil de bank eigenlijk vertellen?”

Met de komst van de nieuwe purpose (die binnenkort bekend wordt gemaakt), is ABN Amro niet alleen sparringpartner, maar ook action leader. Op deze manier kan het merkverhaal van ABN actiever worden uitgedragen. Bij deze nieuwe purpose hoort ook een nieuwe missie: ‘Missie 2030’. Onderdeel van deze missie is het ‘Cross Business Team’. In dit team zitten afgevaardigden van alle afdelingen bij elkaar om gezamenlijke doelen op te stellen om zo een duidelijker verhaal te kunnen communiceren naar de consument. Van de Ven sluit af met: “ABN wil minder afwachtend en salesgericht zijn, en juist meer klantgericht en innovatief zijn om zo te kunnen schitteren als action leader”.

VodafoneZiggo: communiceren als joint venture

De moederbedrijven Vodafone en Ziggo zijn in 2017 samengevoegd tot één bedrijf, een joint venture. Stefan Bothoff, mediamanager Social van VodafoneZiggo, vertelt hoe deze verandering zich weerspiegelt op social media.

“Wie het uiteindelijk besluit nam over de nieuwe social media-strategie? Dat waren eigenlijk de social media-manager van Vodafone en ik”, aldus Bothoff. “Eén telefoontje en het besluit was genomen, heel simpel eigenlijk.” Hij vertelt daarnaast dat er drie partijen waren die invloed hadden op de nieuwe social media-strategie van de joint venture: commercial communications (de fusie was het meest impactvol voor deze afdeling), external communications (voor hen was de fusie het meest spannend) en webcare (het team van Ziggo zit in Leeuwarden, terwijl het team van Vodafone in Maastricht zit).

“Aparte of gezamenlijke accounts?”

Maar wat houdt de nieuwe strategie in? De corporate accounts bij de losse merken zijn verdwenen, maar het ‘extra’ aparte webcare-account van Ziggo is blijven bestaan. “Het was meteen duidelijk dat de aparte webcare-accounts moesten blijven bestaan”, legt Bothoff uit. De reden hiervoor is volgens hem veelvoudig: Ziggo-producten zijn ingewikkeld en vergen specialistische kennis, door de grote geografische afstand tussen de twee webcare-kantoren is het lastig deze samen te voegen, stel dat de moedermerken weer apart willen opereren, is het handig de accounts apart te houden. Ook weten klanten de webcare wel te vinden. Naast webcare zijn er aparte kanalen geopend voor Ziggo Sport, Ziggo Sport F1 en Ziggo Movies & Series.

Bothoff vertelt dat de strategie is gebaseerd op de hypothese: “Als we thema-kanalen maken, waar mensen zich bewust op abonneren, kiezen mensen bewust en dus volgt er een positiever sentiment.” Zo heeft Ziggo Movies & Series een positief sentiment, terwijl het reguliere Ziggo-account een negatief sentiment heeft. In hoeverre heeft dit effect op de algehele perceptie van VodafoneZiggo? “Alle kleine beetjes helpen.”

Bothoff sluit af met de constatering dat het overleg tussen de drie partijen – corporate communicatie, externe communicatie en webcare – essentieel was in de transitie. “Waarbij webcare het meest ondergewaardeerd is, maar wel het meest belangrijks.”

Mis helemaal niets met onze nieuwsbrief


Stichting Wetenschappelijk Onderzoek Commerciële Communicatie (SWOCC) doet fundamenteel wetenschappelijk onderzoek op het gebied van merken en communicatie. Deze kennis maakt SWOCC toegankelijk voor de praktijk, bijvoorbeeld door het uitbrengen van publicaties, het organiseren van lezingen en het schrijven van blogposts: via dit account zullen onderzoekers, docenten en andere schrijvers hun kennis over marketing delen. De stichting is in 1995 opgericht op initiatief van Giep Franzen en is gelieerd aan de afdeling Communicatiewetenschap van de Universiteit van Amsterdam. Meer SWOCC? Ga naar of volg ons via @SWOCC_NL

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Branding Yourself: How to Create a Great Elevator Pitch

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Can you tell a stranger what you do within 30 seconds in a concise, succinct and interesting way? Are you able to differentiate yourself from all of your competitors in only a few sentences? When you meet someone new, do they hear what you do and say WOW!!! Does your website, brochure and business card draw interest and attention to you? If not, you need a great elevator pitch – a verbal and possibly written calling card lasting only the length of time it takes to ride an elevator to the top of an average building, about 30 seconds. A good elevator pitch will differentiate you from your competition. It will help develop referrals because your clients will tell their friends exactly who you are and what you do. If you don’t define yourself first, others will do it for you. It is tempting to be a generalist: everything to everybody. But the result is becoming a commodity.

It is the job of your prospect to decrease your expertise. That way they can cheapen and drive down your value. For example, “You should go see my financial advisor. He is really good. Why? I don’t know, I just like him.” That doesn’t give them any reason to change from their advisor to you. But if you say, “My financial advisor is brilliant. He keeps in contact me every three months and gets above-market returns with below-market risk.” Now that is a reason to book an appointment. It’s your job to appear an expert and gain their interest and later respect.

Recently after a tennis match, one of my buddies, “Hollywood,” was asked by a club member what he did for a living. Hollywood said he was a financial advisor and went back to his beer. He completely lost any opportunity to gain a client. Anyone who asks what you do or asks you to explain something related is asking your advice. If you are successful, you may also gain an appointment.

Five steps to successfully tell others what you do and generate interest

  1. Label yourself in three sentences or less.
  2. Articulate three benefits you deliver to your clients.
  3. Tell a story using those three benefits.
  4. Probe for needs.

Here is a possible elevator speech using all three steps.

I am a financial advisor specializing in helping my clients make their money last as long as they do during retirement. (One of my coaching clients calls himself a “disaster recovery specialist.” He helps people recover from financial meltdowns and bad investment advice.)

2- Articulate three benefits

I do three things for my clients:

1. Get above market returns with below market risk.

2. Make sure they never run out of money during retirement.

3. Promise to keep in contact every three months and keep them informed

One of my recent clients came to me worried about running out of money during retirement. She was a new grandmother and terrified at the prospect of being unable to travel and see her kids and grandkids at least every three months. I looked at her portfolio and noticed that she was paying high fees with volatility that was keeping her up at night. We decreased her fees and put her into investments that were not only safer, but also helped her see her grandkids every three months.

Tell me, when is the last time you took a hard look at your portfolio? Do you know what you are paying in fees? Do you know for a fact you will hit your retirement goals? (Research has shown if you can uncover one need, there is a 35% chance of booking an appointment; two needs, 56%; and three or more needs, you have greater than a 90% chance.)

(Assuming that you have uncovered some needs.)

If I could help you decrease your fees and hit your retirement goals, would that be a benefit?

(If they say yes, book an appointment.)

I am a best-selling author and speaker. I have written nine books, including three best sellers. Some of those are Mastering the Game, Peak Performance: How to increase your business by 80% in 8 weeks and my newest book, Why Smart People Make Dumb Mistakes with Their Money. I also have an executive coaching company that produces an 80% increase in business in eight weeks through one-on-one coaching.

In fact, one of my clients, a financial advisor from Omaha, Nebraska, recently increased his revenue from $200K to $1.2 million in only one year. We put together a business plan, helped him increase his ability to gain referrals and dramatically increased his closing rate. Tell me, how much has your business increased over the last twelve months? If we could help you get an 80% increase this year, would that help? Can we meet next week about your goals?

An elevator pitch will build your confidence and book appointments from networking. It will also drive more referrals to you. If your elevator pitch doesn’t cause people to say, “WOW, I need that,” you’re not doing it right.

Kerry Johnson, MBA, Ph.D. is a best-selling author and frequent speaker at financial planning and insurance conferences around the world. Peak Performance Coaching (his one on one coaching program) promises to increase your business by 80% in 8 weeks. Click here and take a free evaluation test. Or call 714-368-3650 for more information.


Vadilal Industries managing director: ‘We regularly work on our branding strategies to always stay on top of the game’

At the time when Government’s initiative of ‘Make in India’ is gaining pace, Indian ice cream brands are re-branding themselves to combat foreign brands like Haagen-Dazs and Baskin Robbins.

According to TechSci Research, the ice cream market in India will grow with a CAGR of 17.03% from 2016 to 2021.

The Drum spoke with Devanshu Gandhi, managing director of one of India’s oldest ice cream brand, Vadilal which was twice voted as the most trusted brand by the 2014’s Brand Trust Report, a pan-India study by Trust Research Advisory to know its marketing strategy in India.

He says: “Vadilal brand is synonyms with Ice Cream in India and has a legacy of 100 years of trust and loyalty. Brand Vadilal is serving quality products since more than 100 years in India. We are the second largest ice cream manufacturer and have extensive brand recall. As a brand with variety of products we have fan followers who love to enjoy taste of our brand across India and in many other countries.”

“We firmly believe in consumer and trade research and do them extensively to understand the consumers’ demand better. We have launched several campaigns in the past based on same parameters to successfully stay ahead in the game. Our previous campaigns included TVC campaign ‘The Best Part of Everyday.’ The campaign is directly targeted at groups of friends and family to promote premium ice cream category. It was promoted across various media channels including TV, print, outdoor, social media and various online channels. The commercial was supported by digital and social media elements using the hashtag “#thebestpartofeveryday”.

Vadilal is further leveraging social media platforms and influencers for its marketing campaigns since long. It recently signed Bollywood actress Parineeti Chopra as its brand ambassador.

Vadilal also entered the Limca Book of Records for producing the largest ice-cream sundae. It has further included local flavours (kaju drakhsh, kesar pista, kaju anjir, rajbhog, etc) which has seen its consumer base expanding.

Gandhi further elaborates on how Vadilal is working on different platforms to penetrate target audience and market its products.

He says: “From our experience, we have noticed a change in consumer behaviour. It is more feasible to have a dedicated online marketing campaign as almost everyone today is on the internet. This strategy is not only effective in targeting customers, but it is also cost effective with the serving consumers and trade better with delivering the best quality products with the brand innovation from time to time.

Besides, we are able to be in touch with our consumers in much efficient way. Unlike one way communication, with social media, even our customers can communicate with us and that is helping us understand their demand more precisely.”

Vadilal is constantly rebranding itself according to Gandhi. Vadilal has active contact spots with consumers including ice cream outlets — Vadilal Scoop Shops, Vadilal Hangouts, Kiosks and Happinezz Parlours and ‘Vadilal on Wheels’.

Gandhi adds: “Vadilal has taken a leap from mid premium market brand to premium category brand with the introduction of new flavours and range. We have also introduced various price touch points to serve our consumers better. We have successfully launched new products in the premium category, which now has higher contribution in overall sales.”

“New age media campaigns including social media, print and electronic media and outdoor advertisements has helped us keep up with ever changing dynamics of the industry and we regularly work on our branding strategies to always stay on top of the game.”

There were rumours about Vadilal promoters selling the brand, to which Gandhi says: “there is no such plan.”

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Branding Yourself For Non-Stop Growth, with Dan Schawbel

If you saw an opening and a need in the marketplace would you be willing to work 100 hours a week to fill it and create a name for yourself in that gap? That’s exactly what our guest for episode 66 has been doing and it has paid off!

Dan Schawbel is THE go-to expert on personal branding; he’s been named Top 30 Under 30 by Inc. Magazine and Forbes (on Forbes‘ Marketing and Advertising list) and he’s a New York Times best-selling author.

He’s done so by concentrating on Generation Y, also known as the Millennials. When he started down this path no one else was talking about the Millennials in the workplace: what their expectations are, how to work with them and make the most of their assets in the workforce.

He was savvy enough to see the need for a voice on this subject. He created a long-term plan to be that voice and make himself a major player in the process.

Dan shared much of this with me when I met him recently at a BBQ at Ramit Sethi’s and the more he told me, the more I knew he’d be a terrific guest to have on this show. People often ask me about personal branding and it’s something we cover on many these episodes so it makes Dan a great fit!

In this episode, you’ll learn about:

  • How I define personal branding.
  • What article changed everything for Dan?
  • Branding by association: what is it and can you use it?
  • The three main reasons Millenials are choosing entrepreneurship.
  • The Rule of One: what it is and how it applies to your business.
  • How visibility multiplies: Dan shares a real-life example.
  • Much, much more!

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Items mentioned in this episode:

  • , Dan’s latest book
  • , Dan’s first book
  • Tropical Think Tank (Tickets on sale now!)

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When Dan got started in the field of personal branding for Millennials he threw himself into it wholeheartedly. He wrote 10-12 blog posts a week, started a magazine called Personal Branding magazine, created the Personal Branding Awards and Personal Brand TV. He carved out his niche and made sure he did everything he could to project himself as a leader.

From there he worked tirelessly in his efforts to stay at the forefront of the personal branding niche; he leveraged his connections to spread the word and the clout of his brand. He did what he calls “branding by association”: he interviewed Donald Trump and Jack Welch for his Personal Branding magazine. As a result, when people saw his name attached to theirs they automatically gave him a new level of authority and respect. The weight of their names gave more to his.

That’s just one of the tips Dan gives us on today’s show. We also talk about how to get on national media outlets, something he has done over and over again. He says editors and producers in today’s media already have an agenda, they know what topics they’re going to cover and they find their guests by using Google.

So your best bet, instead of sending endless emails and phone calls, is to position yourself at the top on Google. Figure out the best keywords for your industry, your niche and the subjects you are best at and then find ways to get your web site to the top of the search engine rankings. Then when those editors and producers are online searching for experts in the niches they want to cover in upcoming segments, they can find you. It’s a lot easier to land a gig on a show like Today or CNN when the producers ask you, not the other way around.

A great way to build your online presence and increase your position in search engine rankings is to write content. But not just any content to release on any old web site. If you really want to add some firepower, offer to write articles for various online publications with your byline attached. Dan gives us a real-life example of how he started with the web site and worked his way up to the Wall Street Journal.

Dan also gives us real-life examples of importance of connections and relationship-building. There’s so much in the way of insights and valuable suggestions he gives away in this interview, be sure to have a listen and then take action. All of what he shared here today made him such a great guest, please join me in thanking him for being here. Thank you too and we’ll see you next time!

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What are you doing next to increase the recognition of your personal brand?  I want to hear from you in the comments below!