by admin | Apr 30, 2024 | Trending
Lots of stories in the new have caught my attention but none more so that the David and Goliath battle in the frozen desserts aisle and it really got me thinking – is your brand bigger than your reputation?
When Aldi took on M&S over the saga of “Colin the Caterpillar”, Aldi seemed to get a lot of positive media support but how quickly it can all change. Aldi now seem to be in the firing line and their reputation is being called into question.
In the world of business, it’s not uncommon to see the giants of industry flexing their muscles, often at the expense of smaller players. But when does competition cross the line into blatant imitation? One small business is finding itself in a classic David and Goliath battle after supermarket chain Aldi allegedly copied one of its flagship products.
The product in question? Freezecakes – a dessert brand from Pleese. These frozen cheesecakes have been making waves in the dessert aisle, delighting customers and available from the Co-Op and Waitrose. But, Pleese’s joy turned to dismay when they discovered that Aldi had released a strikingly similar product under the same name, with nearly identical packaging, slogans, and flavours.
So, why does this matter in the world of branding and marketing?
It’s about more than just protecting intellectual property; it’s about fairness and respect for the hard work and creativity that small businesses pour into their products. In an industry dominated by big players, small businesses rely on their unique offerings and brand identity to stand out from the crowd. When those efforts are undermined by copycat tactics, it not only hurts the bottom line but also erodes trust and goodwill among consumers. It can also damage a good reputation. People will vote with their wallets.
In this case, I hadn’t heard of this brand or Freeze Cakes but I have now and I really want the real thing! Supporting small businesses is key for me in this case. Taking a look at Pleese’s socials and they have capitalised on this and doing a sterling effort. While Aldi has championed smaller players in the past, their actions in this instance leave a sour taste in the mouth, highlighting the double standard at play in the world of business.
As consumers, we have the power to vote with our wallets and support businesses that uphold principles of fairness and integrity. While the outcome of this David and Goliath battle remains to be seen, one thing is clear: small businesses like Pleese deserve to be celebrated and protected, not overshadowed by corporate giants.
So, the next time you reach for a dessert in the freezer aisle, remember the story behind the product and the people who poured their passion and creativity into bringing it to life.
Pop over and give Pleese a follow and show them some support and I will be following this case with interest:
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by admin | Feb 7, 2024 | Marketing Planning
Tired of spinning your wheels in the marketing hamster wheel? It’s time to jump off and design a plan that drives actual results. Let’s move away from the one-size-fits-all approach and cultivate a thriving marketing oasis your customers will adore.
Here, we’ll share proven tips and strategies to:
- Craft compelling content that sparks engagement
- Transform your email marketing into a powerful conversion tool
- Navigate the social media landscape with confidence and ease
- Optimise your efforts for sustainable growth and lasting success
Say goodbye to marketing muddle and hello to cultivating a thriving oasis for your business!
Email Marketing: Cultivating Connections, Not Spamming Inboxes
Let’s start with your email outreach. Think of it as cultivating meaningful connections, not sending one-way blasts. Build targeted lists based on your audience’s interests and needs, then craft high-quality emails that offer genuine value. Inform them about new products, share expert tips, or tell the story behind your brand – let your passion shine through! Remember, quality over quantity. Engaging, relevant emails turn subscribers into loyal fans.
Follow-Up Emails: Timing is Key
The same principle applies to your follow-up emails. Timing is key – don’t rush in, but don’t let them forget you either. Experiment with different time intervals to find the sweet spot where your message resonates most. A well-timed, gentle reminder after a website visit or purchase can be the nudge they need to come back and become loyal customers.
Social Media: Sharing Value, Not Just Content
Social media is a powerful tool for connecting with your audience, but it’s not just about posting random content. Focus on sharing things that align with your brand and what your audience finds valuable. Offer actionable tips, share inspiring stories, or give behind-the-scenes glimpses into your business. Spark conversations, encourage engagement, and build genuine relationships – that’s how you stand out from the crowd.
Finding Your Marketing Sweet Spot: It’s All About Balance
Remember, successful marketing isn’t about doing everything or being the loudest. It’s about finding a sustainable approach that works for you and your audience. Here are some tips:
- Know your audience: Who are you trying to reach? What are their interests and needs?
- Define your goals: What do you want to achieve with your marketing efforts?
- Focus on quality: Prioritise high-value content over sheer quantity.
- Be authentic: Let your brand’s unique voice shine through.
- Track and analyse: Use data to see what’s working and what’s not.
- Don’t be afraid to delegate: Outsource tasks to free up your time and energy.
Building a successful marketing strategy takes time and effort, but the rewards are worth it. By focusing on value, authenticity, and finding your own unique sweet spot, you can cultivate a thriving community of customers who love your brand.
Ready to embark on your marketing oasis journey? Start with these actionable tips, keep your audience at the heart of everything you do, and watch your business blossom!
by admin | Jan 31, 2024 | Marketing Planning
In today’s digital jungle, standing out requires more than just a catchy jingle. It’s about crafting a coherent, consistent, and compelling brand identity. Think of it as your business’s superpower, the secret sauce that attracts customers, fosters loyalty, and sets you apart from the competition.
Unveiling Your Hidden Strength: The Brand Matrix
But how do you build this superpower? That’s where the brand matrix comes in. It’s your personal roadmap, a tool to understand how you perceive yourself and how you want customers to perceive you. Here’s how it works:
- Axis 1: Your Values: What are the core principles that drive your business? Innovation? Sustainability? Customer service excellence? Define your top 3-5 values and place them on one axis.
- Axis 2: Customer Values: Who are your ideal customers? What matters most to them? Convenience? Price? Expertise? Identify their top 3-5 values and place them on the other axis.
- Sweet Spot: The magical intersection of your values and customer values is where your brand thrives. This “sweet spot” is your unique selling proposition, the reason customers choose you over others.
Perceptual: Navigate the Shifting Sands of Customer Opinion:
Now, even with your sweet spot identified, remember, perception is everything. That’s where the perceptual map comes in. Imagine a two-dimensional grid where you plot your competitors based on customer perception of their values. This helps you:
- Identify competitors: See who occupies similar or opposing spaces on the map.
- Find your niche: Discover gaps in the market where your unique value proposition can shine.
- Monitor brand evolution: Track how your own and your competitors’ brand perceptions change over time.
Armed with your brand matrix and perceptual map, you’re ready to build a brand identity that resonates:
- Develop a consistent voice: Speak your truth in a way that aligns with your values and resonates with your customers. Think approachable for B2C, professional for B2B.
- Craft a visual identity: From logo and colours to website design, ensure every visual element tells a cohesive story about your brand.
- Deliver exceptional customer experiences: Every interaction, from emails to customer service, should reinforce your brand promise.
Brand matrix and perception map – Partners in Brand Building:
While the brand matrix delves into your internal compass, the perception map helps you navigate the external landscape. Think of them as two sides of the same coin, working together to guide you towards building a powerful and resonant brand identity.
Bonus Tip: Consistency is key! Don’t be a brand chameleon. Once you’ve defined your identity, stick to it like glue. Build a strong, recognisable brand that customers can trust and rely on.
Remember, your brand is your story. Use these tools to tell it with clarity, passion, and a touch of strategic brilliance. Now go forth, map your brand’s journey, and conquer the digital landscape!
by admin | Jan 17, 2024 | Community, Marketing Mentor
Are you new to the world of marketing or feeling a bit lost? Don’t fret! We’ve got your back. Whether you’re a small business owner juggling marketing amidst your myriad of tasks or diving into a new career in marketing, Creationz Marketing is here to be more than just an agency—we’re your mentors, your guides, and your partners in success.
Our mission is clear: to empower individuals and teams with the knowledge, skills, and confidence needed to navigate the marketing maze. With over 24 years of experience covering all aspects of marketing, we’re excited to introduce our new Marketing Mentor Programme!
I’ve been working with Creationz Marketing for just under two years, and in that time I have learnt so much from Claire! She’s provided me with the guidance I need to increase my marketing knowledge. For anyone struggling with marketing challenges big or small, I couldn’t recommend Creationz Marketing enough. If you’re looking for supportive guidance that will help you not only to learn but succeed, then look no further.
So, how does our Marketing Mentor Programme work? Here’s a sneak peek:
Monthly One-on-One Sessions: We’ll sit down with you or your team for an hour and a half each month, either in person or online via Zoom. These sessions are all about YOU and your unique marketing journey.
Thoughtful Questions: We’ll lead you through a series of thought-provoking questions, designed to spark your creativity and strategic thinking. This process helps you gain a deeper understanding of your situation.
Crafting Your Strategy: Together, we’ll create a personalised marketing strategy with actionable tasks. It’s not just a plan; it’s a roadmap crafted specifically for your business.
Ongoing Support: We won’t leave you hanging after the session. We’re your constant support system as you put your strategy into action. Whenever you need guidance or advice, we’re just a message or call away.
A Fresh Perspective: One of the greatest benefits of having a marketing mentor is the fresh, independent viewpoint they provide. Our insights will offer new angles, innovative approaches, and a laser-focused direction for enhancing your business.
Matched to Your Style: We value the chemistry between mentor and mentee. We take the time to understand your business, your challenges, and the level of support you need to ensure a productive and harmonious mentoring relationship.
With Creationz Marketing’s Mentor Programme, you’re not just getting a mentor—you’re getting a partner dedicated to your success. Together, we’ll transform your marketing journey and unlock your business’s full potential!
Ready to embark on this exciting adventure? Contact us today, and let’s take the first step towards maximising your marketing prowess. Your journey to marketing mastery starts here!
by admin | Jan 5, 2024 | Marketing Planning
Marketing is a vital component of any successful business strategy. However, not all marketing activities yield positive results, especially for small businesses with limited resources. It’s essential to identify and avoid certain pitfalls that can drain your budget and diminish your chances of success.
In this blog, we will explore common marketing activities that small businesses should avoid and the reasons behind their potential pitfalls.
- Chasing Shiny Objects: In the ever-evolving world of marketing, new trends and technologies emerge constantly. While it’s important to stay updated, chasing every shiny object can be detrimental. Jumping on the bandwagon without careful consideration can lead to wasted resources and a scattered marketing strategy. Instead, focus on evaluating the relevance and effectiveness of new marketing channels and tools before committing time and resources to them. Do you really need to be on TikTok?
- Neglecting Target Audience Research: Understanding your target audience is crucial for effective marketing. Neglecting proper audience research can result in misaligned messaging and wasted efforts. Avoid assumptions about your audience’s needs, preferences, and behaviours. Take the time to conduct thorough research, gather insights, and create detailed buyer personas. This will allow you to tailor your marketing efforts to resonate with your target audience and achieve better results.
- Overlooking Clear Marketing Objectives: Without clear marketing objectives, your efforts may lack direction and fail to produce measurable results. It’s essential to set specific, achievable, and time-bound goals that align with your overall business objectives. Whether it’s increasing brand awareness, generating leads, or driving sales, clearly define your marketing objectives to guide your strategies and measure success.
- Neglecting Consistent Branding: Consistent branding is crucial for building brand recognition and trust. Inconsistent messaging, visuals, and tone of voice across different marketing channels can confuse your audience and dilute your brand’s impact. Avoid haphazard branding efforts and invest in creating brand guidelines that ensure consistency across all touchpoints. Consistent branding reinforces your identity and helps establish a strong and memorable brand presence.
- Ignoring the Power of Content Marketing: Content marketing is a highly effective strategy for small businesses, yet many overlook its potential. Neglecting content marketing means missing out on opportunities to educate, engage, and build relationships with your audience. By creating valuable and relevant content, you can establish your expertise, drive organic traffic, and foster customer loyalty. Allocate resources to develop a content strategy that aligns with your target audience’s needs and preferences.
- Neglecting the Power of Analytics: Marketing without data-driven insights is like navigating in the dark. Neglecting analytics and failing to track and analyse key metrics can lead to ineffective marketing efforts. Utilise analytics tools to monitor the performance of your campaigns, website traffic, social media engagement, and conversion rates. This data will provide valuable insights to refine your strategies, optimise campaigns, and make informed decisions.
- Over-reliance on a Single Marketing Channel: Relying solely on one marketing channel is risky. I often see businesses just relying on social media for their key marketing activity, but you really need multiple pillars that pull in the same direction. While it may seem convenient, it leaves your business vulnerable to changes in consumer behaviour or algorithm updates. A mix of channels such as social media, email marketing, content marketing, and SEO can provide a more balanced and effective marketing strategy.
Avoiding these common marketing pitfalls can save your small business valuable resources and increase the chances of marketing success.
By staying focused on your target audience, setting clear objectives, maintaining consistent branding, embracing content marketing, leveraging data analytics, and diversifying your channels, you can optimise your marketing efforts and achieve better results.
Remember, a well-planned and strategic approach is key to maximising the impact of your marketing activities and driving the growth of your small business.
