ETD: 857 Are you pigeonholed?; Is Your Logo That Important?;
New Year, New Business Name
E-Tailer's Digest
etd_post at gapent.com
Thu Feb 3 12:23:01 GMT 2005
E-Tailer's Digest --- Everything for the Retailer
Issue #0857 February 3, 2005
George Matyjewicz, Moderator mailto:georgem at gapent.com
Published by: GAP Enterprises, Ltd. http://www.etailersdigest.com
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CONTENTS
[1] Greetings
[2] Are you pigeonholed?
[3] Is Your Logo That Important?
[4] New Year, New Business Name
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[1] Greetings.
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Hi All:
That old client I have been discussing got me to thinking about pigeon
holes. We nearly missed an opportunity, because the client had us
pigeonholed as providing a specific service, whereas we can do much more
for them. How many of us fall into that same trap - clients/prospects
really don't know what we do. What are you doing to inform
prospects/clients of what you do?
Remember how we all learned the importance of your logo? Without an
identifying mark (logo) our branding would be lost, and folks won't know
who we are. Well, it seems the Internet is changing all of that, and what
is more important is an easy-to-remember name. Think about it, have you
ever Googled for a logo? Nope. Usually you search for a name or
keyword. Interesting thoughts eh? What do you think?
List member and Passionate Postcarder Martha Retallick had a new company
name. That seems to contradict the logo issue above. Passionate
Postcarder has a unique appeal, so why change? What say ye Martha?
Tell us about your business, which will remain for posterity at
our "Members: Who Are You?" site. This is a courtesy to our members who
contribute to our forum, and not merely a way to advertise for
free. Anything to do with the retail world, i.e., supplier, retailer,
consulting, etc. http://etailersdigest.com/resources/members/index.htm And
we have a form there for you to tell us about you. As I said when I first
proposed this idea, we have "known" each other for a long time, yet we
often don't know anything about each other. So, tell us who you are and
what you do.
Now, let's get to everything for the retailer.
Sincerely
George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, Ltd.
mailto:georgem at gapent.com
http://www.etailersdigest.com
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[2] Are you pigeonholed?
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That client I had been discussing, we've known for 18 years, and last did
work 8 years ago. The company needs a RFP for a new technology solution,
which includes replacing the back office, warehouse management system and
manufacturing, and they need a website. They have had significant growth
and want to double their sales within the next three years (from $43
million to $80 million).
In discussions, I learned he had us pigeonholed as the group that does a
great job writing RFPs (we did two before this). What they didn't know was
the expertise we have in reorganizing companies and marketing. Of course,
I directed them to our sites http://interimhelp.com and http://www.gapent.com/
Why am I writing this? How many of us are missing opportunities with
existing clients who don't realize what we do? They think you sell
giftware, when you also sell high-end collectibles; they think you sell
software, when you really provide total management consulting solutions;
they think you do focus groups, whereas you really reposition the branding
of companies.
I used to have a sales manager working for me many decades ago who used to
joke about how, when he went home, he told his kids that he was their
father, because he didn't want it left to chance. And I love the famous
story from Democrat political powerhouse Tip O'Neil who saw a neighbor and
reminded her to go to the polls to vote. Later that day he asked if she
voted and she said yes. He then asked said he assumed she voted for him,
and she said no. "Why not?", said he. "You never asked," said she.
When I learned this old client was considering a website, I told them about
another client who is well-known in their industry. We developed their
site in 2000, and they have gotten one order a day, every day since then -
business that they would have never gotten with their on-ground sales
force. That's a powerful statement; forget about how pretty it looks (this
doesn't), or the technical mechanics of the site. It brings in business!
The lessons? Make sure your clients and prospects know what you are
presently doing. Never assume that they know - tell them. With this
client, it could be $250,000 rather than $25,000.
George
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[3] Is Your Logo That Important?
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Corporations, which have heavily relied on graphic design, logos and too
many colorful themes while ignoring the real names, are facing some new
challenges. As the logos have lost their power, the companies now have to
reinforce their ignored name as a solo warrior. Previously, names were
basically seen in print; today they are mainly typed in cyberspace.
Your logo is not that important these days, as most customers have no
motivation to remember the subtle intricacies or bizarre approaches to
logos to stimulate a crave. They are already over-flooded with colorful
graphic look-a-likes and continuously regenerated blasts from every corner
24/7.
Today's customers are in need of a simple name to follow and remember until
the next time a need arises.
Names have replaced logos and have dramatically changed the rules of
corporate and product branding.
New Challenges
Corporations, which have heavily relied on graphic design, logos and too
many colorful themes while ignoring the real names, are facing some new
challenges. As the logos have lost their power, the companies now have to
reinforce their ignored name as a solo warrior. Previously, names were
basically seen in print; today they are mainly typed in cyberspace.
So what good are names if your customers can't see, hear or speak about
them, and what good are the products and services if they are invisible?
What is quickly killing big branding is the dramatic impact of e-commerce
and how a marketing message is delivered to the end user today. Gone are
the days of big budget billboards and massive blitzes in print with the
constant hammering of fancy corporate logos supported by extensive graphic
treatments as the main selling proposition.
One Single Solution
True, you do need some typeface for your name, and you can easily append a
circle or a square or a triangle or a combination thereof and you can
select one, two or several colors to go along. That's all that logos are
good for now. The more simple the solution, the better. No need to study
six months and interview the entire city on whether a circle is better than
a square.
Get a professional evaluation carried out strictly under the laws of
corporate naming, and nothing less. Forget about how and where you got the
name or how much you have spent. Simply concentrate on the facts. How
diluted is it? How confusing is it? How many ways can it be spelled, and
what is its long-term future?
Create an open debate and use the latest technologies to solve the issues.
The big branding circus and the traditional name generation practices are
often the traps that bring about all these problems.
Remember, names can be fixed very easily; all you need is to recognize the
problem and follow the strictest rules and the laws of corporate naming so
not to repeat the problems. Big logos will not solve your marketing
challenges.
Details at...
http://www.ecommercetimes.com/story/40164.html
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[4] New Year, New Business Name
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The name of my business is now Western Sky Communications. I'm still offering:
* Website design, redesign and maintenance
* Graphic design
* Copywriting
* Assistance with marketing via direct mail or e-mail
In other news, The Passionate Postcarder store is still going strong. It
now offers publications on postcard marketing, direct mail, and marketing
in general. See the complete publications list at:
http://www.PassionatePostcarder.com/product_guide.html
Hope the New Year is going well for you!
Martha Retallick, Western Sky Communications [Website coming soon!]
Tucson, Arizona, phone 520-690-1888
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