Home > Frequently Asked Questions > Marketing Consulting

• What is branding?
   
• What is integrated marketing?
   
• What's the difference between advertising and publicity?
   
• What is a press release?
   
• How do I get a press release printed? 
   
• What is direct mail?
   
• What is unaddressed admail?
   
• What is "opt-in" e-mail?
   
• What is relationship marketing?

What is branding?

Branding is how a “brand” and “brand identity” is developed. It is the process that reveals the true character, purpose and image of an organization. Based on cumulative impressions and positive reinforcement, branding is designed to create a specific corporate image.

A textbook-perfect example of the use of branding is Starbucks. All of this organization’s communication efforts converge to create its image. In the case of Starbucks, all of the following play a factor in contributing to its branding:

• The use of the logo and very specific colours in exterior and interior design.
• The music played inside the store.
• The organization’s community involvement and fair trade practices.
• The specific phrases used by customer service personnel.
• The organization’s human resources and customer service policies.
• The naming, packaging, pricing and quality of food and beverages.
• The merchandise sold in the store, and how it is presented.
• The use of interior design to create a social and comfortable experience (soft furnishings, warm colours, indirect lighting, fireplaces, etc.).
• The promotional materials available that focus on messages of consumer education (positioning Starbucks as an expert in the field), and community involvement (reinforcing the image of Starbucks as an organization that “gives back”).
• The organization’s website.

What is integrated marketing?

Integrated marketing is what Harrison McKay refers to as the process by which your look and message is consistently applied across media such as web, print and advertising. It also gives each specific media a business purpose. For example, a website may serve various functions, including sales gateway, customer support and image reinforcement.

 

What’s the difference between advertising and publicity?

Publicity is unpaid promotion, usually in the form of print articles or broadcast news items. Publicity attaches credibility to your message that is very difficult to achieve with paid advertising.

What is a press release?

A press release, or media release, is information that is specifically designed for the media in the hopes that they will run a favourable story about your organization.

A significant percentage of news that is printed/aired originated as a media release from a corporation.

When writing a media release, the number one rule is to ensure that your item is newsworthy, and will have interest to the media’s audience.

Here are some useful resources to learn more about media release writing and formatting:

• So you want to write a press release
• Dr. Randall Hansen’s Guide to Writing Successful Press Releases
• How to Write and Format a Press Release for E-mail Distribution
• Press Release Format
  

 

How do I get a press release printed?

You need to work publicity into your marketing plan, and send out releases on a regular basis, provided only that you have newsworthy information to report. The media wants to know that you are a credible organization, and they want to build a bit of history with you before they send around the roving reporter or the photographer.

There are other factors that can affect your success in getting published. They are timing, content, and approach. You should send your information “for immediate release”, allowing an appropriate amount of time for the media to review it and decide whether or not to follow it up with a feature. As mentioned, your item needs to be newsworthy. Ask yourself if the public at large would find it interesting. If you don't have an exciting event or seminar that you’re producing, you may have interesting information to report that relates to a recently-released statistic. Your approach needs to be as far from “self-serving” as you can get. Report your news in an unbiased fashion—put on your journalist’s hat. Use quotes from yourself and others to lend interest and credibility to your story.

What is direct mail?

Direct mail is advertising sent by mail to targeted groups of consumers. Mailing lists are usually purchased from organizations that have broken down the lists by geographic area, household income, and other demographics.

What is unaddressed admail?

Unaddressed admail is a Canada Post product that allows you to send unaddressed mail (such as flyers, post cards, letters and brochures) to specific postal codes.

What is “opt-in” e-mail?

Opt-in e-mail is consensual marketing e-mail that the recipient has given authorization to be sent. Spam is nonconsensual “junk” e-mail.  Opt-in e-mail is a useful tool in internet and relationship marketing.

What is relationship marketing?

Relationship marketing is a form of marketing that places an emphasis on building longer-term relationships with customers, rather than focusing on individual transactions. It involves understanding the individual needs and lifestyles of your customers.

An example of relationship marketing in use is a high-end boutique. The store owner makes a note of the labels, styles and colours preferred by a specific customer, and calls her when new stock has arrived that suits her taste.