Tag Archives: Pepsi

Building Your Brand

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This article has been brought to you by Kris Beus webmaster of Make Money Free and Kings Of Internet Marketing.

If you have ever watched TV you have seen branding at its finest. Companies such as Walmart, Microsoft, and Pepsi spend millions of dollars each and every year making sure everyone knows their name. Now online it is a little different, no longer do you need to have millions in your bank account. Today we stand on an open playing field with anyone being able to set themselves apart even to the extent of beating major companies. Without money it is going to take a tremendous amount of work and patience, but when all is said and done it will be possible to stand above the wikis, major chain stores, and others well known names. First I would like to discuss some people who I respect greatly and who have branded themselves to an amazing extent having a few hundred thousand followers something Walmart or Microsoft would pay millions for.

First let’s start with my favorite which is Darren over at problogger.net. Right now he has 134 thousand readers and it seems to be on a constant increase. This is a prime example of how one man can lead thousands becoming more popular than the million dollar companies. The reason for such a popularity is he connected/connects with the blogosphere proves he is the expert and provides a constant stream of content. When Darren makes a move or does something new it streams across the web with great speed. Another person who makes a huge difference online is Cricket & John Scott over at the V7N webmaster network. They decided to really expand on the traditional website or blog. Rather than setting up one or two presences they set up a full network equipped with a blog, a fully functioning forum, and a directory. They offer a bit more, but these are the core. Anyway they now have around a hundred thousand people on the forum and many blog readers. So how did they reach such a feat? Well it comes down to the core of humanity they noticed that forums that were up and running chastised members not letting them speak freely using so many rules that the majority of members were getting banned. This was the beginning of an idea which sparked the growth of a webmaster community rivaled by only the top of the top. They let community members speak their mind and place a domain knowing the difference between an actual question and spam something other forum admins know nothing about. Anyway they provided a true community for webmasters.

This brings us to what you can do when out their trying to make your presence known. Well first thing is keeping your ambitions in check remember it takes YEARS to really build a brand which is why the majority fail. Personally I think that social networking is a great step for those who want to really start building a brand. After the creation of a web presence get on twitter, facebook, and the other major networking sites. Make sure to place your links to these profiles on your web presence and as traffic starts following your and becoming friends on facebook be sure to add them and talk with them. Tell them about your experiences and what you are doing. It is even OK to tell them how you feel trust me they like that. Remember this is not the place to spam, but rather build up your online profile. When people really like you on twitter they retweet your tweets. This is key to making your brand online get people to like, trust, and believe in you and your brand will grow and grow.

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The Dos And Don’ts Of Celebrity Use In An Advertising Video

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In previous articles, I have talked about a type of approach to creating restaurant videos, which I refer to as the greatness by association technique. In this technique or template, the restaurant is touted via its association with something great. One video, for example, featured a couple on a serious romantic date at a featured restaurant. The video content implied that the restaurant was a quality establishment because it was used for a quality date. Another video featured film star Dennis Weaver visiting a pizza parlor, and eating their food.

Advertising agencies that specialize in celebrity endorsements for product promotion have given a lot of thought to the question of exactly how effective such endorsements are. Efforts have even been made to quantify the effect. And in China, celebrity endorsements have proven to be very effective.

Experts have elucidated powerful pluses and negatives that must be taken into consideration, when
a business considers hiring a star to promote their company branding or company products. It is important to avoid absolutes when thinking about using a star. For example, studies have shown there have been just as many mediocre ads with as without celebrities. Big name stars have been used successfully to maintain the image of large brands such as Pepsi. In this situation earlier established popularity can be enhanced. Brands wishing to establish values or shift their image with a celebrity, must be sure the star is not blemished, and that he or she reflects the company’s values. Small and large companies have successfully used unknown personalities whose on stage pressence just happened to fit the product they were touting.

A general celebrity trend to be cognizant of, is the greater number of celebrity scandals which fill the press, probably the result of more press coverage and greater numbers of paparazzis hounding celebrities in search of scanadalous material. So a new trend in star use has been to find lesser know stars or spoke persons, who nevertheless have the right personality, look or message for the product they are touting. For example, Subway received a letter from a man who lost over 100 pounds on a diet of 2 subway sandwiches a day. Subway made him a spokesman for their product, and the strategy subsequently boosted sales, and inspired other patrons to send in their stories of how subway sandwiches had helped them lose weight.

Many times, viewers will not recognize a star who is acting in a commercial. To counteract this, an advertisement agency using a star should make the video so that it will stand on its own, even if the star goes unrecognized.Celebrities won their status through their acting ability and their interesting on stage personality. They should therefore use it effectively when acting in a commercial. One Mother Pita Past Restaurant Commercial featured the late Dennis Weaver as a restaurant patron. Even if you wouldn’t recognize the former star of Gunsmoke, you couldn’t help noticing the way he rolled out the restaurant name and the words panzarella cheese. He was clearly a patron that was savoring the food in a way the audience could relate to.

Finally, when a company comes up with a celebrity endorsement that works, they should stick with it. Weight watchers used Sarah Furgeson, the former Duchess of York to endorse their organization, and over a subsequent three year period enrollment increased by 60%.

In summary, celebrity endorsement is a tried and true technique for product promotion, but the actual screen presence and personality of the celebrity needs to be taken into account and integrated into the content of the commercial. Lesser known figures can be just as effective as big names if their personality screen presence, look and message are appropriate for the product they are promoting.

Thanks to Winmax Video for sponsoring this article. Winmax is a video production company specializing in restaurant video corporate video and trade show videos.



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