Branding Agency Florida:
Q&A: Who? What? When? Where? Why? How?
Below, you'll find answers to the most common questions potential clients ask about our Agency's Branding and Brand Marketing credentials, capabilities and creative process for ensuring... Our Clients Get More Customers.
Q: Who does your Brand Marketing Agency help get more customers? Are all your branding clients in Florida?
A: Our Brand Marketing Agency serves clients in five key industry sectors: Travel & Leisure Recreation, Contractors for Home Services, Residential & Commercial Real Estate, Retail Marketing for Consumer Goods & Services, Medical & Professional Services.
Although we work in an amazing business environment blessed by some of the world's most beautiful natural resources and the unique, creative individuals attracted to them, we serve local, regional, national and international clients on both a retained services and project basis.
Q: What does your agency mean by brand-building?
A: Prospects & customers ‘shop' because they are looking for a solution to a particular ‘problem' or 'need.’ The more consumers feel a particular brand is the best solution to their particular need; the bigger the brand becomes. That’s what our Branding Agency means by Brand-Building.
The days of automatic growth are over. Today, power flows from an increasingly informed, empowered & confident customer. They decides what your brand stands for and if it’s relevant to their evolving needs.
If your brand immediately springs to mind, as the best possible solution to a customer’s particular need every time they encounter that need in a decision-making or buying situation; you have a strong brand. Strong brands deliver their promise in terms of product, service and buying experience. Strong brands also make an emotional connection with their core target market that is both meaningful and relevant. “It’s for people like me.”
Brand-Building is the business process of understanding consumers' current perception of your reputation while growing the business by managing the brand's awareness, understanding, differentiation, relevance and esteem relative to other brands in the competitive space.
Q: What makes your Florida Branding Agency's approach to Branding, Brand-Building and Brand Marketing successful?
A: While every client and business situation is different, we observed & learned that:
To Build Your Business, You Need to Build Your Brand's Reputation.
As more and more consumers feel they have a particular need or problem & the more they see your brand (company, products, services, etc.) as the best possible solution to their need or problem; the bigger your business becomes. It’s what motivates them to choose one product, service or company over another.
Branding is About Strategy. Strategy is About Competitive Advantage.
Brand Strategy is Business Strategy. Brand Strategy is about creating a sustainable competitive advantage in the marketplace. Brand Strategy is about knowing what you want your company to stand for in the mind of the marketplace. Your brand's identity & reputation are an extension of how customers experience & talk about your business. A winning Brand Strategy focuses on delivering what really motivates a customer to choose one product, service or company over another. Very seldom is it all about price!
It’s About Brand Loyalty.
No business was ever successful without a growing base of loyal repeat customers. Our brand-building approach starts with maximizing growth from your current repeat customer-base. A growing base of loyal, repeat customers reduces the spending pressure to acquire more & more new customers, every year.
It’s About Disciplined Brand Design.
Your brand identity as expressed through your advertising and website are often the first “touch-point” in a prospect's experience with your brand. Our graphic & web designers focus on delivering a winning brand identity & graphic design that communicates your desired brand image & brand personality in a way that today's savvy consumer can identify with as relevant to their lifestyle.
It’s About Brand Integration.
As reflected in their strategy, products, services, communications, recruiting, training and physical atmosphere; great brands align their customer's end-to-end experience to their Brand Value Proposition. Our Florida branding agency approaches Customer Experience Design in a way that integrates the ‘brand promise’ across the entire customer experience — how customers learn about the brand, how they buy it, how they receive or get it, how they use it, how they pay for it and any services they may require along the end-to-end customer experience.
It’s About Brand Execution.
Great brands distinguish themselves on delivering the core brand attributes & brand promise identified in the Q&A Strategic Brand Marketing Plan. Effective customer listening helps us monitor, track & report the actual execution & delivery of the brand strategy through all customer touch-points with the brand. This data allows the brand management to identify process improvements needed in customer facing functions as well as the business disciplines that support the customer-facing functions & associates.
It’s About Brand Measurement.
To drive learning & continuous improvement, every month we measure the impact of your brand spending on your business results using our proprietary monthly results-reporting process, Q&A Brand Marketing Metrics. Every month, we sit with each client & hold our agency accountable for specific, measurable branding, advertising, website & internet marketing results that tie directly to the client's business results. We measure ourselves against specific criteria & goals defined & detailed in the Q&A Strategic Brand Marketing Plan prepared for each client of our branding agency.
Q: What can I expect from a Q&A Brand Marketing Audit?
A: A fact-based review of your current marketing conditions. Q&A Brand Marketing Audits provide unique insights into your customers and competitors.
We look at the total market and key marketing trends. We review your growth rate, identify your key customer segments and your customer's competitive preferences. We isolate the key success factors and identify potential sources of future growth (Enter new markets, steal share, sell more to current customers, fill new segment needs, etc.). We quantify the key Customer Success Drivers and identify new ideas for Competitive Advantage. Unique, powerful & fact-based, Q&A Brand Marketing Audits bring 'fresh-eyes' & new perspectives to a client’s historical understanding of their business. Q&A Brand Marketing Audits provide the hard facts to create the best Brand Value Proposition, Brand Message and Brand Experience.
Q&A Brand Marketing Audits encapsulate the critical Business, Brand and Marketing issues in a crisp fashion that provides a framework for making the best strategic choices & trade-offs between competing issues. In short, they show the best way to win in the marketplace.
We also review the overall competitive environment and your principal competitors (where they're headed, their key target audience(s), their reputation as well as any recent or expected actions). We assess your key competitors' resources & power from the customer's perspective. (What customers say they're good at doing... and what they're poor at doing. We seek to understand how they act and how they respond. We also provide a competitive product review and marketing mix comparison (Product, Pricing, Promo, Distribution & Expenditures).
Q: What does a Q&A Strategic Brand Marketing Plan cover?
A: In the marketplace, the quality of your strategic thinking drives your competitive advantage. Q&A Strategic Brand Marketing plans detail the specific steps required to turn potential sources of Competitive Advantage into actual, measurable business results.
Our agency's Brand-Building Strategy focuses on four success factors that can create a sustainable competitive advantage in the marketplace:
- Compelling Brand Promise or Brand Value Proposition:Identifying the important customer value, brand benefit & experience you promise to consistently deliver.
- Clear Brand Positioning: Communicating the brand's relevance & superiority vs. the competition.
- Unique Brand Experience:Those things the customer experiences that positively distinguish the business from the competition.
- Superior Delivery of the Brand Promise: End-to-end customer experience.
Q&A Strategic Brand Marketing Plans also specify the required tactical commitments, priorities, budget allocations, key metrics & milestones to quickly build competitive advantage. They detail the actions & accountable teams for turning Brand Strategy into immediate, positive business results.
Q: How can your agency's approach to Branding, Brand-Building & Brand Marketing make it easier for my business to get more customers?
A: Our Florida agency's branding, brand-building and brand marketing services help our clients positively distinguish their brand from their competitors in the marketplace, which makes it more efficient and more cost effective for... our clients to get more customers.
Your brand is your reputation. The sum of thoughts & feelings about your business, embedded in the consumers’ mind. For consumers, a ‘brand’ is a quick, reliable way to filter information relevant to them and reduce their purchase risk with a high degree of confidence.
When a prospect or customer believes they will get the promised performance from a brand, it saves them time & effort. Brands that save customers the time & effort 'shopping around' enjoy an advantage in the competitive marketplace. The confidant consumer ‘knows’ the brand will be the best solution for them.
For businesses, a strong ‘brand’ provides clarity, focus and direction as well as a sense of belonging & pride for employees. In competitive environments, effective ‘brands’ create real preference, decrease price sensitivity, increase competitive advantage and enhance business performance. In short, they build business.
Recent Writings from our Branding Agency in Florida...
Brands that market to women know if you can get them talking positively about your brand they will consider their brand when it comes time to make a purchase.
Many plastic surgeons see a spike in appointments in the weeks leading to Valentine’s Day as many of their patients pursue looking their best for the holiday. In an effort to better understand the Valentine’s Day holiday and what it means to women, Dr. Garramone, a plastic surgeon in Fort Myers Florida’s had his medical marketing agency, Quenzel & Associates conduct an anonymous survey of his patients and non-patients. While it was no surprise, 91% of the respondents were female, there were a few surprises.
Women’s Top Gift Choices.
Respondents were presented 24 gift options and asked to rank them in terms of what they would like this year. Gifts that help women feel more beautiful such as spa treatments, Botox injections, HydraFacials, Botox and non-invasive fat reduction treatments like CoolSculpting ranked in the top 10 beating such traditional Valentine’s Day gifts such as flowers, clothing and lingerie.
Gifts that helped women feel more beautiful even beat a new car, puppy or kitten as the gifts they would like this year.
Do Women Get What They Want?
61% of the women surveyed indicated they typically ‘get what they want’ on Valentine’s Day, 24% don’t and 13% declared there was ‘no chance’ their spouse or significant other would ever get them what they want on Valentine’s Day.
Do Women Forget Their Loved Ones on Valentine’s Day?
Though, respondents ranked Valentine’s Day as 7th out of 9 holidays in terms of importance, 97% had not forgotten their significant other on the day.
Which Song Best Represents a Woman’s Feelings About Valentine’s Day?
When asked about what song ‘best represents Valentine’s Day’ to them, Whitney Houston’s “I will always love you” ranked #1 with Stevie Wonder’s, “I just called to say I love you” and Captain & Tennille’s “Love will keep us together” coming in 2nd and 3rd. This year, 4% indicated that”Love stinks” by J Giles Band ‘best represented Valentine’s Day’ to them.
While an entertaining approach contributes to a TV commercial’s likability, it’s a relatively small part of what makes a TV commercial effective.
Annually, we share our analysis of the most effective and least effective Super Bowl commercials with CBS Wink News.
We’re often asked why we include or don’t include a particular TV commercial that everyone thought was very funny or entertaining. Over the years, the TV advertising agency team at Quenzel & Associates created, produced and tracked the marketplace results of hundreds of TV commercials. Our TV advertising agency team knows that creating an effective TV commercial — the kind that drives new web visits, call volume, store traffic, appointments, reservations, requests for proposal, drives the desired business result — goes far beyond the ‘entertainment’ value the TV commercial delivers.
A considerable body of research supports our real world experience helping our clients get more customers. Perhaps the most authoritative work on the topic of TV advertising effectiveness, M.J. Schlinger’s Viewer Reaction Profile (VRP), identifies five dimensions that contribute to a TV Commercial’s effectiveness. Each TV Advertising effectiveness dimension can be measured by a viewer’s reaction to specific attributes.
TV Advertising Effectiveness Dimensions:
1.) Brand Reinforcement (two viewer reaction components).
2.) Empathy Factor (five viewer reaction components).
3.) Entertainment Value (seven viewer reaction components).
4.) Familiarity Factor (three viewer reaction components).
5.) Relevant Information (five viewer reaction components).
M.J. Schlinger’s Viewer Reaction Profile (VRP), identifies two dimensions that detract from a TV Commercial’s effectiveness.
TV Advertising Dimensions Which Detract from Effectiveness:
1.) Alienation Factor (six viewer reaction components).
2.) Confusion Factor (four viewer reaction components).
If a TV commercial generates a strong viewer reaction to any of the Alienation or Confusion dimensions, the likelihood of an effective TV commercial drops dramatically. That’s why so many ‘entertaining’ commercials fail to make our list of the most effective Super Bowl TV commercials.
To learn more about what makes a TV commercial effective or to improve the effectiveness of your TV commercials, you may read the original research (sources below) or simply contact Quenzel & Associates.
Research Sources: Strasheim, Arien; Pitt, Leyland; Albert Caruana,. “Psychometric properties of the Schlinger Viewer Response Profile (VRP): Evidence from a large sample. (Report).” Journal of Advertising. 2007.George M. Zinkhan, Scot Burton (1989), “REFINING A MULTIDIMENSIONAL PROFILE FOR TELEVISION COMMERCIALS: AN APPLICATION OF TARGER ANALYSIS”, in Advances in Consumer Research Volume 16, eds. Thomas K. Srull, Provo, UT : Association for Consumer Research, Pages: 711-718.
This year, our TV Advertising Agency’s Annual Super Bowl Survey Projects Viewers ‘Word-of-Mouth’ Comments on TV Commercials to Exceed 11.5 Billion.
Quenzel & Associates, a full-service integrated marketing agency in Florida released the results of its annual pre-game Super Bowl survey which looks at viewers’ game day intentions and habits.
The big takeaway from this year’s survey shows word-of-mouth comments on advertiser’s commercials, via social media, will exceed 11.5 billion impressions.
“With just one comment from each of the projected 34 million viewers that intend to share their opinions via social media, we estimate the amplification effect of a Super Bowl commercial at 100 times the actual impressions advertisers receive from the TV ad in the game;” said Earl Quenzel, the agency’s Chief Marketing Officer.
Viewers will post more comments about the advertisements (29%) than they will about the game (27%), or the halftime show (24%) according to survey results.
“If an advertiser can capture just 1% of the comments people share online, they double the impressions they received with their Super Bowl advertising media buy,” said Earl Quenzel.
“The results of our study on consumer behavior with respect to Super Bowl TV Advertising and its impact on Word-of-Mouth marketing via social media quantifies the amplification effect and demonstrates the power of TV to drive word- of-mouth.” he explained.
The agency unveiled the results of the survey to Rob Spicker, Co-Host of WINK News, the local CBS affiliate in Southwest, Florida during a guest appearance Friday morning. Earl Quenzel meets with Rob Spicker each year to discuss trends and strategies behind the year’s upcoming Super Bowl advertising on television.
- See more at: http://globenewswire.com/news-release/2015/01/31/701793/10117998/en/Quenzel-and-Associates-Inc-Marketing-Agency-s-Annual-Super-Bowl-Survey-Projects-Viewers-Word-of-Mouth-Comments-on-TV-Commercials-to-Exceed-11-5-Billion.html#sthash.EABfyggR.dpuf