Agency offers marketing seminars for decision makers

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Staff Writer

What’s “branding” and why should a business owner be concerned about it?

That was the topic Wednesday at a seminar at Connect Integrated Marketing. The Downtown-based boutique agency specializes in providing its services on an as-needed basis without the overhead expense of a traditional advertising and marketing firm.

“We can help train a company’s marketing department in as little as 30 days, then re-evaluate what they’re doing in six months,” said Connect President John Ream. “There are plenty of small and midsize companies that don’t need a full-service agency. They just need a push in the right direction and then some follow-up consultation.”

He also said the topics and presentations are designed to be unlike others.

“These seminars are geared for decision-making executives. We found that most seminars are very rudimentary. We wanted to address how marketing impacts business on a larger scale,” said Ream.

Connect CEO George Swisher presented “Brand Architecture, Extension & Experience” to a small group of business owners and executives. He began by explaining what he called “brand architecture.”

“A brand should achieve short-term results and also have long-term sustainability,” he said.

He also said a company or product’s brand is more about its personality and how that personality relates to constituents, from customers to employees to shareholders.

“You have to think about how things are connected and how the woven values of a product compete in the market. What you promise has to be unique, compelling and believable,” said Swisher. “That’s the Holy Grail of your business.”

He used as an example a client who had one frozen yogurt store that offered a healthy alternative to other products on the market. It was an organic yogurt combined with toppings that were more about fresh fruit than sugar. During a 45-day process, he said, the brand went from a “mom and pop” store to a concept that could be franchised on a national level.

The first step was to “identify the key selling points of the product and determine the best way to communicate those traits to the consumer.”

It isn’t about designing a logo or coming up with a catchy slogan, said Swisher.

It’s about connecting a product’s advantages with a need in the market.

After the elements of the healthy, low-fat snack were identified and distilled into a few concepts, the marketing side of the plan was developed.

One thing the company did was to print phrases matching the advantages of the healthy yogurt concept on the back of employee uniforms, since they spent so much time with their backs to the consumer while preparing the product.

Another element was an in-store loyalty program based on a kiosk where customers could sign up for a membership card to receive discounts and other sales promotions.

“Brand identity is more than just a visual identity. A brand is no different than a relationship. It starts off hot and exciting, but what it ultimately boils down to are core values,” said Swisher.

“So many organizations don’t look within first when it comes to their brand. It’s important to pay attention to what’s going on internally, especially how the staff interacts with customers and potential customers,” he said.

Although offering the seminars for free without obligation, the agency isn’t worried about giving away its services.

“We have core assets we can provide as an outside resource. Our expertise is in getting our clients through the process quickly,” said Swisher.

“We also want to train new talented marketing leaders. That will help us as an industry do better work,” said Ream.

The “Brand Architecture, Extension and Experience” will be presented again June 23. Next month’s topic is “Integrated Marketing Strategy” and will be offered July 14 and 28. All programs are from 9 a.m. to 10:30 a.m. at Connect’s office at 131 E. Bay St. To reserve a seat, e-mail [email protected].