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Don’t repurpose TV spots for online video

by Tony Fannin, Partner, BE Branded  | It’s easier and less expensive to take your existing TV spot and show it online as a web video ad. The practicality makes sense and cents. As in life, the easy way out is often the inferior path. Advertisers have many complaints about their video ads such as “they don’t […]

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Emotion trumps logic

by Tony Fannin, Partner, BE Branded  | We are often asked, “Do people buy from logic first or emotions?” Most marketers want to believe logic is how everyone makes purchase decisions – the best product, the best price, the best quality, wins. For those who like to make their advertising and marketing pitch, they feel conformable in […]

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Digital measurement relies on the wrong metrics

by Tony Fannin, Partner, BE Branded  | Impressions, clicks, views, shares, likes, etc. are the wrong key performance indicators if you are looking for effective advertising. I know many marketers love these data points because they can gather them like squirrels do with nuts in the fall, but these metrics do not correlate with brand […]

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Even web advertising needs sufficient investment

by Tony Fannin, Partner, BE Branded  | For may small businesses, online advertising is seen as the golden ticket, low investment – high returns. Many online marketing companies such as ReachLocal and Yodle promise or strongly suggest, they can deliver marketing nirvana of new customers and better search engine results, all for under $1,000 per month. Since 2012, […]

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Review of Marketing to Women Conference in Chicago

by Tony Fannin, BE Branded  | I had the pleasure of attending the 10th year of the Marketing to Women Conference in Chicago, May 5-May 7, 2014. Overall it was great to hear wonderful speakers, gain some insights and meet people who understand where the real power of business is – U.S. women. In attendance […]

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Women-owned business IS the market

by Tony Fannin, CEO/Partner, BE Branded  | We recently had an interesting cold call. When one of our sales executives was talking with a prospect (in banking), we shared with them about how dominate women are in making the decision on family banking services. She (yes, a woman) informed us that her bank was after […]

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Online brands now have physical stores

by Tony Fannin, CEO/Partner, BE Branded  | More online companies are getting into brick-n-mortar. This is a natural evolution of business. The “old” mantra that physical stores are dead is false. The saying was, everyone was going to shop online and NO ONE will be shopping in stores any more. It’s true, online buying has […]

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You are marketing to women, even if you don’t realize it.

by Tony Fannin, CEO/Partner, BE Branded  | Recently, we were talking with a prospect about his business and how we could possibly help him. We discussed our two areas of expertise, branding and marketing to women. When we asked the owner about his current efforts to reach women, his reply, “I never really considered it. […]

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Women-owned business is an untapped B2B segment

by Tony Fannin, CEO/Partner, BE Branded  | B2B marketing is not “sexy” and doesn’t have the allure that consumer brands have. Often, strategies differer in marketing to consumers and businesses. What can complicate things even more are women-owned businesses. They must be treated differently than the “typical” B2B customer. Here are a few points: • […]

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Don’t sell to your customers. Help them to buy.

by Tony Fannin, CEO/Partner, BE Branded  | Help your customers buy from you. So, what does that mean? It’s not just greeting them at the door asking if you can help them. It’s not just making your web site easy to navigate. It’s not even about giving them deep discounts and free perks. It’s about […]

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