Branding VS Marketing

After discussing our concepts and research with Tutors we are now struck with the question, Are we focusing on re-branding ZUDA or Marketing them.

In this Branding article, they talk about converging and diverging. Finding a hole in the market and creating a Brand that fills that hole. ZUDA fits into Divergence. In saying that they're not claiming to be doing anything original. They are offering Web design as a service as well as Graphic design.

This is a simple Branding Plan:

Find an open category in the mind.

Give that open category a simple name. Sports drink, energy bar, energy drink.

Select a powerful brand name that conjures up vivid imagery. Red Bull energy drink, DieHard batteries, Amazon books, Silk soymilk.

Launch the brand with an intensive PR campaign.

When the brand is established, protect your position with a massive advertising program.

I believe where Venture comes in for ZUDA in this plan is in the Campaign. Therefore I believe that Venture is focused on Marketing not so much on Branding. In saying that some aspects of Branding will cross over into our Marketing Campaign.

Financial Plan

ZUDA has come up with a Budget of $100 for the project.

Wanting to create a challenge in every aspect; money and technique.

Client Profile

Title : ZUDA LTD

Industry: Web Design Company

Description: ZUDA is a very small personal company. Offering unique designs to each client for minimal cost. Also offering social networking and graphic design. Also offering one personal contact within the company throughout the build of the website.

Interests: ZUDA's interests are the clients interests.

Location: Based in Auckland City.

Time Scale: Late July through to early November.

Limitations: Cost limitations, a guerrilla marketing approach. Limitations also include trying to stick to different marketing approaches than the traditional media, or taking them from a different to standard approach.

Desired Outcome: The campaign is to increase the client intake and re-launch ZUDA as a new company.

The Media

The media we wish to explore in our marketing campaign are as follows:

Light Graffiti:

Interactive installations:

Existing Marketing campaigns:

- Alt Terrain

- The Rumpus Room

- Street virus

-

The Competition

1. There is a lot of competition for this market.

2. They have large extensive portfolios.

3. Most offer free services.

4. Most range from over $595 for what we offer at $399.

5. All offer Free Quotes.

6. Most offer other services such as: logo design, seo, email marketing, social media, hosting, domain, partnership opportunities, home and business design, sponsorship programmes, ecommerce and more.

What I found most interesting about these companies, is that what most have in common is their own websites lack impact and design flare. Though most are easy to navigate and follow the same basic structure.

These are some of the companies I looked at:

Cheap webdesign

Sparx

Vistaprint

Zeald

GoCyber

Guerrilla Marketing Research:

Guerrilla Marketing:

The 2 most important aspects of guerrilla marketing!!

1. HAVE A PLAN

2. COMMIT TO THAT PLAN

It’s the difference between success and failure!

References:

Mike Lavin. Thane Croston. Alexis Makar. Wally Bregman. Taylor Middleton. Charles Kessler. Norm Goldring. Elaine Petrocelli. Mark Steisel. David Garfinkel. Bill Quateman. Steve Savage. Les McGhee. Tom Pollgreen. Chet Holmes. David Hancock. Mark S.A.Smith. Grant Hicks. George Reskin. Don Cooper. Jason Crain. Dan Solomon. Mike Stemnock…….all guerrillas

David Ogilvy

Guerrilla Facts:

The more markets you cover, the more you profit.

The Four top marketing audiences: Older people, woman, ethnic groups and small businesses.

Developing a plan:

1. You need a story, a core real-life story about a problem involving the people to whom the story is told too. Offering them a solution to better there situation.

2. Review our offering with regard to our objectives, the strengths and the weaknesses, our perceived competition, our target market, the needs of that market and the trends apparent to the economy.
What is our business? What is our goal? What benefits do we offer? What are my competitive advantages? What do I fear?

3. Identify your target markets.

4. Measure your position against 4 criteria. 1 Does it offer a benefit that my target audience really wants? 2 Is it an honest-to-goodness benefit? 3 Does it truly separate me from my competition? 4 Is it unique and/or difficult to copy? An accurate position requires clear and constructive goals.

5.

The seven sentence Guerrilla marketing stratergy:

1. The purpose of the marketing – the physical action you want your prospect to take, such as clicking a website, visiting your store, clipping a coupon

2. How you’ll achieve this purpose – your competitive advantage and benefits.

3. Your target market - or markets.

4. The marketing weapons you’ll use.

5. Your niche and your position and what you stand for.

6. The identity of your business.

7. Your budget, which should be expressed as a percentage of your projected gross revenues.

5 points in a marketing plan:

The marketing plan

The creative plan

The media plan

The financial plan

The management plan

Creative Marketing:

1. Find the inherent drama within your offering

2. Translate that inherent drama into a meaningful benefit

3. State your benefit in as believable a way as possible

4. Get people’s attention

5. Motivate your audience to get involved

6. Be sure you are communicating clearly

7. Measure your finished advertisement against your creative strategy

Studio Proposal

The Proposal

This project is taking on the competitive field of marketing. Marketing is a strategic approach to generate sales for businesses and companies. There are many different approaches to marketing a company or product. The traditional approaches are TV, radio and print. With this project we aim to push those boundries and either use the current mediums in a new way and/or create a new medium of our own to launch a marketing campaign for a new website design business, with the aim to be recognised by larger companies as an end result.

So our question is can light graffiti as a marketing technique be as succesful as traditional maketing mediums within the design industry? This will be explored with initial research into both advertising within the design industry to get a better understanding, aswell as gaining a better understanding of our target audience. Some mediums we will like to explore are light graffiti, art installations and performance art. This will lead into our conceptual idea being formulated and becomming a practical solution.

This project is broad at the begining but will be narrowed down in the first two weeks as ideas are formulated and a specific area of advertising is decided upon as a group.

We are looking for people who are adventurous, hard working, who can contribute ideas and is willing to break a couple of rules to join our merry band.

Suitable for Yr 2 and 3

Project Team Size: 4-5

Presentation: Fri 22/7, 10:30am

Project by Zoe Jamieson, Sahil Vallabh & Yuta Masuda

Signed off by Daniel and Gabe.