Brand Marketing – A Return to the Handshake Promise

Understanding your brand is one thing, translating the brand into an effective message is another thing, but understanding your brand from the audience’s point of view is an entirely different conversation. User experience has been a huge topic for the past few months, with the changing face of advertising from ‘customers’ to ‘fans,’ and Google’s focus shifting from quantifiable analytics to ‘behavior metrics,’ the way a user experiences a brand is insanely important. It’s no longer about just translating a message effectively to promote product purchases; it’s about creating relationships based upon the experience that the audience associates with your brand.


Talk to any Scottsdale advertising professional and they’ll tell you that having a creative brand message with innovative advertising tactics is useless if it doesn’t serve the user’s needs or solve the user’s problem with a targeted solution.
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Advertising is NOT Dead

Advertising is Dead, and So Is the Customer was the headline on CNN Business this week. The headline didn’t get a lot of attention because we’ve all heard that line before. Advertising is dead, print marketing is dead, radio is dead; they’re all considered dinosaurs in the age of ‘real-time’ marketing and brand campaigns. The customer connection is no longer associated with one-dimensional, ‘traditional’ advertising but with engagement and interactions. So what’s next? What’s the future of advertising if traditional media is dead?


Integrated Advertising Revisited

Any Scottsdale advertising firm will tell you that traditional advertising is not dead, it’s just used in a different way. Everything must evolve, and advertising methods are no exception. Though the same so-called ‘dinosaur’ platforms such as print and radio are still being used, they are being used in a far more creative and integrated way.

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Integrated Advertising, Don’t Be Afraid to Go Big

“We can’t stuff the genie back in the bottle, and wishing it would all slow down is also not a viable strategy, so how do we compete against a seemingly infinite universe of competitors?” – Don Meek, EVP/Tribune Digital at Tribune Company


Integrating your brand through every medium that you chose to utilize for advertising is the answer to this question, and at Quaintise we are experts at integrated advertising here in Arizona. Integrated advertising, also called integrated marketing, is the idea that your brand message and theme must transcend into every aspect of your campaign, from your website and social media efforts, to your promotional materials, signage, even employee attire. All aspects of your integrated marketing campaign must be seamless and symmetrical.


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Real-Time Brand Monitoring for PR

When it comes to monitoring your brand, there’s a lot to take in. From social media outlets such as Facebook, Twitter, LinkedIn, to blogs, news publications, video sites and comment forums, monitoring your brand can be incredibly overwhelming. While a Phoenix public relations firm can take care of brand monitoring for you, it’s best to know what they’ll be looking out for and how you can help.


PR and Brand Monitoring

A PR professional, as one time not too long ago, was responsible for your brand image. This huge responsibility was maintained through the relationships that PR professionals have with news outlets, business leaders and other brands. If there was a disruption to the public image of a brand, the PR pro would swoop in, make some phone calls, shoot out some press releases, and fix the miscommunication, repairing the brand. While that is still a huge part of PR, repairing inaccurate perspectives regarding your business brand reaches far greater than just TV and print.

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Is It Time To Reinvent Your Brand?

What are your business goals? This is the golden question, the one every public relations firm and advertising agency should be asking every new client. When you started your business, were you excited about the possibilities for growth, of influence, or creating something tangible? As time progresses, every business owner comes to a point in life when they second guess their business intentions. When they reach that stagnant point in business where there is no growth, but no backslide, it becomes monotonous. This is the point when you need to sit down with your marketing team and reevaluate your brand strategies, the market atmosphere, and whether things should be ‘upgraded.’


The Business Bubble

Even advertising firms reach a point where the owners sit back and wonder if their business is heading in the right direction. Are they targeting the right audience? Is their brand message still effective and accurate? Everyone, including the flower guy down the street, has these thoughts. Growing your brand is exciting; it’s full of passion and enthusiasm. And then somewhere along the way, the passion dissipates, the enthusiasm fades, and you fall into a monotonous groove.
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To Survive You Must Adapt

There’s been quite a buzz online this week about cultivating connections with your audience for many reasons. Many in the SEO field are noticing some changes in Google’s algorithms where visitor behavior and user experience is becoming more crucial than typical search engine aspects. Investing in customer relationships has always been somewhat a part of maintaining your brand presence, however the age of throwing all of your advertising budget into the message has gone away. Today you must engage your audience every single day, devote your time to them, and cultivate relationships. It’s becoming a whole new ball game out there.


With social media, blogs, and online networking of all kinds, consumers have more power than ever, and wield that power over every brand from the mom-and-pop restaurant down the street to national car makers. We’ve talked about brand equity and gaining a brand advocate over just another buying customer, and as marketing strategies change the brand advocate will mean far more to your business than just another buyer.
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Limiting Your Audience, A Scary Proposition

As a new business owner with a big idea, it is possible to go too big too fast. Often times, with an unrealized brand but a enthusiastic idea, the focus and targeted audience becomes lost in the mix. While having an experienced public relations firm assist in brand marketing and PR is crucial, coming to the table with a strong focus on a target niche can be exceptionally useful.


Can’t I Advertise To Everyone?

When we sit down with clients for the first time, one of the foremost questions on their mind is “I want everyone to buy my product.” However, as we’ve explained in previous marketing articles, going big with your brand starts by focusing small. Case in point; your target audience and brand niche.

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From Problem to Solution – Making the Sale

We are all in the business of sales. Whether you’re looking to grow your customer base, sell more products, increase patient load, or generate some new leads, sales plays a huge role. And whether it’s through strategic marketing plans, public relations, social media, or advertising, how you sell yourself and your company truly matters. There are some sales strategies that you can implement no matter what marketing avenue you travel down. Here are our top five things that you should be considering when putting together your sales pitch.


The Problem

The first thing that you should consider, whether you’re working with a marketing agency or going it alone, is what the customer’s, or client’s, problem is. What do they need help with? What services or products can you provide to help them? Start by writing down the target audience or specific client and what they’re ‘problem’ is. Do they need better medical advice, a higher quality product, or perhaps a life change? After writing down the problem, consider the services that you can provide to offer the solution.


The Solution

What you’re selling is a solution to a buyer’s, or client’s, problem. That problem could be a small as needing the right cooking supplies to create an at-home masterpiece for dinner, or it could be as large as diagnosing a patient’s illness. We’re all experts in our own right, and thus we all have the knowledge and proficiency to assist clients and customers with certain problems. However, we know that we’re the best at what we do, our clients can attain to that, but presenting that solution to a customer’s problem is the key to successful sales.

If you think of sales as presenting the solution, the only solution, to a customer’s problem, your sales pitch will come across less ‘salesy’ and more helpful.



What will motivate a customer to use your solution over another’s? Knowing your customer’s needs and wants, as well as the problems that they need assistance with, can help you to understand their overall motivations when purchasing products. Market research can greatly assist in this understanding. At Quaintise, our Scottsdale marketing firm implements many techniques to help business owners recognize what motivates their target audience to purchase certain brands.



Once you have the problem, the solution, and you understand the customer’s motivation behind certain purchases, you can begin to find your idea inspiration. This is the time consuming step, mainly because you never know when a wonderful idea will strike. Don’t rush this step, give it time and be willing to set it on a shelf for a few days to take your mind off of the matter. Presenting the solution in a helpful and effective manner involves a great deal of creativity and timing. As we’ve talked about before, always have a journal or notebook handy for when inspiration strikes, and write down absolutely everything, even if you think the idea is too over-the-top or not good enough.


The Sale

While in college I took a set of classes on Interdisciplinary Studies. The courses aimed to instruct students on the importance of understanding problems as opportunities. A solution was never the issue, it was understanding the problem so intricately, so perfectly, that the solution was the easy part. The Sale is very similar to those classes, because when you are able to perfectly understand the problem, the solution creates itself. By creating an opportunity to study and understand the problem completely, you can provide solutions and assistance far more targeted and effective than any of your competition.