Introduction
Branding is one of the most important activities which can significantly determine the success of a particular organisation. This is because it helps in creation of a unique name, which differentiates a company’s products from those produced by its competitors. This exercise plays a pivotal role in attraction and retention of customers in a competitive environment as well as winning their loyalty. However, the success of a brand will largely depend on the effectiveness of the branding process. In order for our company to sell the new product successfully, we need to have an effective branding strategy.
Branding Proposal: Premier Portraits
In the current business world, the level of competition has significantly increased. Similarly, the level of competition in the photography industry has also increased. Bearing this in mind, there is a need to come up with a branding program in order to win more customers in the market. In this case, our studio has a comparative advantage because it has managed to produce high quality products that have helped in improving competitiveness. The organisation has also managed to win fame from the originality of the work presented. In addition, the organisation applies the latest tools in its production operations. All these achievements will significantly improve the effectiveness of the branding process.
In order to convince our potential customers about the quality of our new product, we need to use attractive images of the new product which can easily capture the attention of our potential customers. We are also going to consider the traffic such that the message reaches the right people. Otherwise, the effectiveness of the whole exercise will be impotent.
It is important to present on the website something that potential customers can see and believe (Randall, 2000). Therefore, we are going to use the recent digital technology in order to come up with a real and believable image of sample premier portraits. This product is characterized by high quality features including the material used in making the product. This wins its competitiveness in the market. This image will be set that it will be moving across the page. This will significantly help in attracting the attention of our potential customers.
SMS Interactive
This is one of the most recently developed online advertisement method which can significantly help us in creating our brand. In our case, we are targeting high profile customers like politicians, actress, sports figures and other close to high profile individuals. The SMS interactive method will help us to sell our new high quality product, Premier Portraits, to this group. According to Face Media Digital (2011), this method assists a business to engage directly with its potential customers through their mobile phones and getting the feedback instantly. This method will be very useful because it is more cost effective than the traditional methods of advertisement. Therefore, we are going to save a substantial sum of money for the organisation.
This service also provides loyalty programs. These will be of great significance to our business bearing in the mind the current nature of competition. The SMS Interactive combines various marketing communications tools, which significantly help in development of an organization’s brand in a most efficient way. Through this method, we shall be able to read our responders mobile numbers which we can use in exchange of information about the new product. This will help us in cultivating loyalty from our potential customers.
This method will also help us in concentrating on the traffic that we are targeting in the market, that is, the actress, politicians, and other high profile individuals like the beauty models. Again, this will also help us in conserving financial and time resources by only investing with potential customers.
In order for any business to able to sell its new product, it must be able to advertise and promote it (Business Resource Software). These exercises will be of great significance in our case. We are going to apply the push strategy. As the level of competition has increased in the market, we are going to use this method to push our new product into the market.
Communications Methods
In brand development, communication also plays a pivotal role in promoting the effectiveness of the exercise. One of the main methods of communication to be used will be SMS. This method will help us to reach our potential customers in the shortest time possible. Another advantage of this method is that we shall be able to get the feed back from our customers. This close interaction will help us in creating a strong brand for the Premier Portraits, for instance, we shall be able to convince our client on the quality of our new product.
Another important method of communication which will be useful in this case is through email messages. This is another cost effective method that will help us in reaching our customers very fast despite of their geographical locations. This will also enable us in reaching our customers wherever they are especially those who are involved in a lot of traveling.
Budget
This program will involve competition with already established organizations. Playing in the major league is more expensive than playing in the minor league. This implies that we have to make adequate investment in branding in order to compete successfully in the market. This program will involve an external company that will provide SMS Interactive services. It will also involve the internal branding through our website. The following is the proposed budget.
References
Business Resource Software, Inc. (n. d.). Marketing Plan. Web.
Face Media Digital. (2011). SMS Interactive. Web.
Randall, G. (2000). Branding: A Practical Guide to Planning Your Strategy. UK: Kogan Page Publishers.