Category : Communications

outbound-v-inbound

Rocks – Paper – Scissors…Hammer – Magnet

Comparing inbound marketing to outbound marketing is like playing a game of rock-paper-scissors.  The age-old dilemma always begs: if rock crushes scissors, scissors cuts paper, and paper covers rock, then which is the strongest?

pickyourpoison

Our answer: none of them.  We prefer to use more advanced tools for marketing.

For much of the 20th century, outbound marketing practices have been the standard—cold calls, direct mail, print advertising, and email blasts.  Unfortunately, consumers have more ways of avoiding marketing messages than ever before, drastically changing outbound marketing trends.  Do you like watching TV ads? Do you enjoy receiving junk mail? While the answer might be no, we firmly believe that outbound marketing will never die.  Video didn’t kill the radio star, after all.

With outbound marketing methods already intact, a solid inbound marketing plan can offer any campaign a shoulder to lean on and create warmer leads.  Like a magnet, inbound methods take advantage of digital mediums such as blogs, YouTube videos, Search Engine Optimization, websites, email blasts and social media pages to attract a focused group of consumers based on their interests and internet consumption habits.  Such methods allow consumers to interact, ask questions, comment, like (or dislike), share and learn more about the product or service.  More importantly, digital marketing success can be quantified and measured, allowing marketers to understand what works, what doesn’t, and why.  Inbound marketing tactics foster relationships between a consumer and a brand, and according to the Corporate Executive Board, via inbound marketing, buyers come 57%-70% through the sales funnel before they contact the seller.

  executive board - inbound marketing

So, if inbound marketing is like a magnet, luring people in with the unstoppable force that is dynamic, relevant content; and outbound is like a hammer whose repetitive knocks might distract you at first, but are only the first part of something bigger; then Strategis has a clear advantage in the game.  Unlike a game of rock-paper-scissors where only one tactic wins, Strategis prefers to join forces, combining the hammer and the magnet, inbound and outbound, to create brands that are founded on trust, cooperation and integration.

 outboundinboundleaf1

BP-branding

Important Steps When Rebranding a Company:

Whether it’s because you made mistakes in your previous business, sales are low, or your market has shifted, it’s important to know the steps it takes to rebrand a company. You may not know what rebranding entails, but GUESS WHAT?! You will! So, without further ado, here are the important steps you should be aware of!

1. Be Ready For Change: Rebranding a business requires you to shift your way of thinking, meaning a clean break. You need to be open to adjusting the way you currently do business. After all, if you are only making subtle changes that aren’t apparent, then what’s the point of rebranding? Exactly, there is none.

2.Determine Who You Want To Be: Be clear about the problem you are trying to solve, so you can take the steps to figure out who you want to be. Why doesn’t your current brand fit who you are? What is the purpose of the business, and what are the goals? How do you want customers, staff and the industry to feel when they see your brand? How do you think you are perceived in the market place, and how do you want to be perceived? These are important questions you will need to answer.

3. Talk to People: You will need to ask your customers, employees, business partners and industry experts their opinion about your current company—it’s products, services, and brand. You will need to find out what they like and don’t like.

research-competitior4. Research Competition: First, you will obviously need to know who your competitors are. Ask yourself, “How do we want to be seen when compared to them”? What do you like about their brand? You will need to figure out what makes you STAND OUT from your competition. You will need to do both quantitative and qualitative research. Find out who your customers are based on age, location and gender. Rethink your customer base. It’s important to understand your market!

5. Create an Action Plan: Write down what is currently wrong with your business, how you want to fix it, and the timeline for implementing all these changes. Identify your niche in your market place. Identify who is going to manage this process. MAKE SURE YOU COMMUNICATE! Get employees to contribute because the new brand is going to touch everyone in the company. Be realistic with costs, and if you don’t have the resources DO NOT do it yet!

6. Inventory List: Make an inventory list of all the things you will need to update and change as your rebrand. You will need to change your logo, business cards, letter head, maybe your e-mail address and URL (if you do a name change), your website, and social media pages.

7. LAUNCH Your New Brand: You will need to set a date for an external launch. It is important to launch the rebranding internally first. Plan a “roll out” for all the items on your inventory list. Announce the rebrand with a Press Release and through social media for your customers, prospects, and local and industry news.

It’s safe to say, rebranding requires a lot of time, effort and resources, but it is sometimes necessary. Take your time, do it right and hopefully you have a good outcome!

References:
http://www.inc.com/guides/2010/11/how-to-rebrand-your-business_pagen_2.html
http://www.fastcompany.com/1771299/rebranding-101
http://blog.studiothink.com/2013/03/how-to-brand-your-business-5-steps-to-rebranding/