By Ken Gasque There are lots of rules for success in marketing and living but I have found that the more rules you have, the harder it is to remember and act on them. I will do follow-up columns on the other rules you should be aware of and ways to measure. “If it doesn’t … Continue reading “Three rules for your marketing and your life”
It’s the last thing you put on and it’s first thing they notice
By Ken Gasque With fashion, it is a hat. Women with elegant hats receive 7 times as many compliments on their appearance as women without hats. And men with dress hats receive 9 times as many compliments as their hatless friends (this could be because men do not usually receive as many compliments as women … Continue reading “It’s the last thing you put on and it’s first thing they notice”
Now is the time to promote.
By Ken Gasque Why now? Because the market is in turmoil, new opportunities are opening, change is coming, and change favors the bold.But first…You need to ask yourself a few questions. You need to understand what makes you different in the mind of the consumer. Ask yourself “what is it that we do better than … Continue reading “Now is the time to promote.”
It’s time to be creative!
By Ken Gasque It has been during the toughest times that humans have been the most creative. Out of the dark ages came the renaissance. “The human race built most nobly when limitations were greatest. Frank Lloyd Wright. Some of our toughest times have been disasters like hurricanes or earthquakes. We had the event and … Continue reading “It’s time to be creative!”
Tell me a story so I know your differentiation
By Ken Gasque If you want your advertising to work, tell a story about your differentiation. Your audience will get the message and remember it. What does a story do? It creates a movie for your mind’s eye. A good story will be played and replayed in the mind for days, weeks and months to … Continue reading “Tell me a story so I know your differentiation”
It’s not easy being seen, so you have to listen
By Ken Gasque There are five stumbling blocks that can get you labeled but not branded. If you are not careful and aware of what is happening, your customers will define who you are and label your product or service. Brand developers constantly monitor social media and talk to customers because they know listening gives … Continue reading “It’s not easy being seen, so you have to listen”
Be First, Best or Different
By Ken Gasque Loretta Lynn said, “You either have to be first, best or different.” Being first with a good idea is really difficult and may not happen to you but once in your lifetime, if it happens then. Apple’s iPhone, Coca-Cola, WD-40, Dixie Cups, Post-it Notes, Duct Tape, and Google are just a few … Continue reading “Be First, Best or Different”
Good enough isn’t, or is it?
By Ken Gasque The phrase “Good enough isn’t” was coined by Los Angles advertising agency Chiat/Day and emblazoned on employee tee shirts. Chiat/Day was trying to keep up with its innovative account Apple Computer and Steve Jobs perfectionist philosophy…which is unattainable. Walter Isaacson is Steve Jobs biographer. In his book, Steve Jobs, he gives an … Continue reading “Good enough isn’t, or is it?”
The most powerful tool for creating magic is a pencil.
By Ken Gasque 1. The magic is in the thinking the pencil generates. Art teachers teach ‘thinking happens when you put pencil to paper.’ It’s true. It’s the simplest tool available to you, it allows you to concentrate on the opportunity and not the technology. Writing it down makes it happen. It’s magic. 2. And … Continue reading “The most powerful tool for creating magic is a pencil.”
Take a lesson from Starbucks
By Ken Gasque Is selling beer and coffee all that different? I don’t think so. Since Starbucks is the largest retail coffee seller in the country maybe it would be a good idea to take a look at what they are doing and how they are doing it. Branding Know your customer! – Take the time … Continue reading “Take a lesson from Starbucks”
But will it sell more beer?
By Ken Gasque Have you seen the ABC program Shark Tank? Quite often the ‘Sharks’ have to point out to the entrepreneur that they have lost focus and they need to get back on track. It reminds me of a story about selling cheese. It started in 1941 with Admiral Nimitz in the South Pacific. … Continue reading “But will it sell more beer?”
Don’t underestimate the power of a sticker
By Ken Gasque “The human race built most nobly when limitations were greatest.” – Frank Lloyd Wright. I think this applies equally to marketing and advertising. Any fool can take a budget of $2,000,000 and create a great campaign…well maybe not, because I see some very stupid and annoying advertising being produced by some very … Continue reading “Don’t underestimate the power of a sticker”
“…Better quality and cost less.”
By Ken Gasque “Our Story” as presented on their web site—“The story of Parkway Brewing Company is a love story, a story that embodies the American Dream, a story of do-it-yourself determination, a story that continues on an exciting journey- much like the scenic highway for which Parkway Brewing is named. Two couples with a … Continue reading ““…Better quality and cost less.””
Do you need Brand-Aid?
Have you ever heard the phrase ‘What gets measured gets done’? I think it’s true because it focuses attention on the thing that is most important. Business consultant and writer Tom Peters agreed this was the soundest management advice he has ever heard. That’s a pretty strong endorsement. But my favorite brand development quote from … Continue reading “Do you need Brand-Aid?”
How to create a brand with a product that is not distinguished by taste, smell, touch, or appearance?
Insight and Marketing Positioning When you hear the name Mercedes Benz what do you think? High end luxury not to be confused with Kia. Mercedes’ brand statement is “The best or nothing.” What do you want your position to be? Positioning and pricing are the two most important marketing decision you will make in developing … Continue reading “How to create a brand with a product that is not distinguished by taste, smell, touch, or appearance?”
Specialty Foods Retailer Prints Own Product Labels
Holistic health coach and entrepreneur Candice Berthold of The Olive And The Grape first began printing on a Primera inkjet roll label printer 12 years ago when she decided to bring label production inhouse. Today, she is still using her Primera LX800 and Primera LX810 printers, but her label suppliers have changed over the years … Continue reading “Specialty Foods Retailer Prints Own Product Labels”
The Benefits of Printing Product Labels In-house
If you are on the fence about whether it makes good financial sense to print product labels in-house, there are benefits to consider about custom printing labels with an inkjet roll printer such as Primera or Afinia. You have the control. When printing labels on your own equipment, you control the quality, printing schedule, and … Continue reading “The Benefits of Printing Product Labels In-house”
The Biggest Reason Your Advertising Fails
Most often your graphics and your brand do not align and send mixed signals to the consumer. Before they taste the quality of your beer they buy with their eyes. Another Reason I met Bob Evans Jr., CEO of Bob Evans Resturants, several years ago at a convention. He was the keynote speaker. After his … Continue reading “The Biggest Reason Your Advertising Fails”
Is It Time to Print Your Own Product Labels?
Deciding whether it makes financial and business sense to print product labels in-house on an inkjet roll printer or send them out to a custom printer to handle for you, is an important step in the health of your small business. You may be (a) making an initial decision about printing labels for a new … Continue reading “Is It Time to Print Your Own Product Labels?”
Choosing Weatherproof Labels that Last
Some businesses have a need for labels that will last through rain, shine, sleet, and snow. If you are in a business such as landscaping supply; garden center sales; masonry products; lab product supply; an entrepreneur providing personal care products like shampoo and body wash; or a small company bottling food products such as sauces, … Continue reading “Choosing Weatherproof Labels that Last”
Coffee Roastery Relies on In-house Label Printing System
When Mattie Barnes decided to begin printing her own product labels for the roasted coffee products produced by Mattie’s Mountain Mud, she purchased a Primera LX900 label printer. The printer was an affordable and effective solution for her small production needs, but then a little trouble struck. She had a difficult time locating labels and … Continue reading “Coffee Roastery Relies on In-house Label Printing System”
Streamline Product Labeling Before the Holiday Scramble
Sales may have been rolling in at a steady clip during the year, but the holidays can throw entrepreneurs into disarray if careful planning doesn’t precede the surge. The holiday rush is not a bad thing for business, of course, but don’t let it become a stumbling block to maintaining a fast-flowing fulfillment process. Proactively … Continue reading “Streamline Product Labeling Before the Holiday Scramble”
Breaking Down Logo Copyrighting
Out of all the assets your company owns, or will come to own, none may be as important as your logo. It’s the defining feature of your company, helping consumers recognize your company when they land on your website, download your app from the app store or pick up one of your products at the … Continue reading “Breaking Down Logo Copyrighting”
The Most Important Aspects of a Logo
Whether you’re selling cans of soup or a new line of haircare products, your logo will be the first point of contact between your company and the customer. It’s like stuffing the entire story of your company into a jar. One look at your product labels and the customer should know who you are, what … Continue reading “The Most Important Aspects of a Logo”
Some Advice About Your Labels and Your Marketing
The first thing I did after reading this book was to order four more for my children (I will send a note and tell them to read it and read it to my grandchildren). The book is about creativity and how we achieve it. Most of our creativity comes from our take on the work of others. by Ken Gasque
Why Choose Pressure Sensitive Labels?
Several very good reasons: they are easy to apply; they don’t require heat, solvent or water to adhere to packages, containers or bottles; and they offer a multitude of applications and printing. What’s more over 80% of all the labels in the market are Pressure Sensitive. What is missing from our video? The mess associated … Continue reading “Why Choose Pressure Sensitive Labels?”
Get Your Shipping Costs in Shape: 15 Ways to Trim Your Fulfillment Budget
Regardless of if you’re a small business practicing self-fulfillment or have partnered with a logistics company to relieve some of the shipping burden, you know how important a lean yet well-oiled fulfillment strategy is to your brand. Consumers have high expectations—studies show that Amazon has had an undeniable impact on the consumer’s expectation for quick, … Continue reading “Get Your Shipping Costs in Shape: 15 Ways to Trim Your Fulfillment Budget”
2017 Review: 15 Companies with the Most Creative Marketing Strategies
From funny tweets to guerilla marketing campaigns gone viral, 2017 was an impressive year for creative marketing. We saw Wendy’s vie for chicken nuggets, Patagonia save public lands and American Express master content creation, all for the sake of brand promotion. The best marketing strategies of the year fall into four primary categories: content marketing, … Continue reading “2017 Review: 15 Companies with the Most Creative Marketing Strategies”
Inspiring Ideas For Label Designs
You can’t judge a book by its cover, but you do. An attractive label may be the only advertising and branding your prospects and customers might see. Craft beer drinkers are loyal to their favorites but are always willing to expand their favorites list. While you can’t judge a book by its cover, it is … Continue reading “Inspiring Ideas For Label Designs”
Top 12 Healthcare Charities Making a Difference
The holidays are the best time of year to give back to charity. The season of giving should encourage you to reflect on your good fortune and express gratitude for the bounties of your life. Healthcare charities are a particularly popular sector for those who are looking for great ways to give back this time … Continue reading “Top 12 Healthcare Charities Making a Difference”