Holiday glee: Creating a lead magnet for free!

The Holiday season is almost upon us, so let BottomLine be the first to spread holiday cheer!

Here’s a gift on how to build your Lead Magnet: 100% FREE

What is a lead magnet?

A lead magnet is any information, item or service that is given away for free in exchange for contact information (email, phone number etc). This is done strategically so that you can gather or grow your contact list, which in turn you can use to grow your customer base and seek out warm leads.

You can link lead magnets to a simple social media post, include it in your next newsletter, use it as a landing page for your ads or even drive traffic to your website. The possibilities are endless!

So, what will you need?

You’ll need the following tools:

(1) Website
Let’s use WordPress.(invest in a website with a professional domain name and reliable server, but since we were talking about 100% free – you can create a free wordpress account here.)

Why WordPress? As of writing, 35% of all the websites on the web today are created using WordPress and that translates to 455 million websites with happy users because of its flexibility, sustainability and stability.

(1) CRM tool

Let’s use Mailchimp. (create a free account here)

Why mailchimp? Its friendly user interface doesn’t shock beginners. It has a very friendly free account feature that allows you to create forms, sort email audiences, and store up to 2000 contacts.

(1) File Hosting Account

Let’s use Dropbox. (create free 2gb account here)

2GB storage eh, too small? Technically, you only should be hosting documents and infographics here – but yeah sure, for the sake of value (earn more free space here) do this when you’re done with this guide tho. 😛

Why use dropbox? User friendly interface, cross platform access (computer, web, mobile) and ease of use – no really, the only difference that you have with paid accounts is the storage size.

(1) Your File Magnet

This is totally up to you, this can be a report pdf file, infographic, a video embedded into a page. Anything really as long as it’s unique and provides value to your visitors.

If you’re curious about building lead magnets, social media tools, content marketing and more, let’s talk! At BottomLine, we’ve got the know-how to use dozens of tools to grow your client base!

Let’s start cooking!

Step 1: Create 2 pages on your website…

  1. Name your page however you like, it would be better if it’s connected to your Lead Magnet content.
  2. Name the page either Thank You/Download Page be sure to publish it under the File Magnet as the Parent Page.

Step 2: Create the form in Mailchimp

  1. You can edit which fields to show by editing in the form builder (important fields are first name and email – make them required values, other than that we can remove).
  2. Once done you can copy the code in the Embedded Forms section.

Step 3: Paste the code to the landing page

Step 4: Edit the page content of the “thank you” page.

Step 5: Updating the download link of your thank you page so that visitors can download the report.

  1. Upload your Lead Magnet file to dropbox.
  2. Copy the file sharing code, don’t forget to change the link’s last digit from 0 to 1. This allows the file to be downloaded immediately without having to visit the file page in dropbox, it will give us the appearance that everything happened within the thank you page.
  3. Update the download link of your “thank you” page with the dropbox link.

Step 6: Change the confirmation page from Mailchimp’s default page to your landing page.

  1. Copy the url of your thank you page from your site.
  2. Add it in Mailchimp’s form confirmation thank you page.

And Done! Let’s do a test run 🙂

What did we say – 100% free, right? 😀

Want to learn more about leveraging lead magnets? Drop us a line here: [email protected] – we’re always happy to have a conversation!

Is Your Business Being Sabotaged?

Lessons in avoiding subterfuge from the CIA

At BottomLine, we pride ourselves on being more than just a traditional marketing agency. Throughout our work on deep-diving Impact Assessments, we uncover more than just the best ways to promote or brand a product. By utilizing research and talking at length with business owners, employees, trade partners and clients, we see a lot of places where operations are struggling. While our positioning work and marketing plans and strategies don’t tell our clients how to cut out the bureaucracy, we see enough in our work where sometimes it’s very clear that there’s a lot more going on than just the wrong marketing message.

Think of us like the mechanic that’s working on a high end sports car: tuning the engine, rebuilding the transmission and replacing the tires, only to see the owner pick up the car, grind the gears and miss shifts on their way out of the parking lot. Why would you have such a high-performance machine when you’re going to drive it like that?

With this in mind, we had a lot of fun discussing this article from the depths of the CIA’s blog (yes, the CIA has a blog) titled Timeless Tips for “Simple Sabotage”.

How many times in your day to day work, or work in a previous role, have you found yourself wondering if there are elements within the organization that want you to fail?

The blog article is based on actual handbooks that the CIA wrote for friendlies working for companies that were vital to enemy nation states as a helpful guide to grind them to a halt without ever firing a shot, throwing a molotov cocktail or any James Bond-level of treachery. It is the theory that small, frustrating bureaucracies can grind even the most powerful corporations to a halt.

Consider the following:

  • Managers and Supervisors: To lower morale and production, be pleasant to inefficient workers; give them undeserved promotions. Discriminate against efficient workers; complain unjustly about their work.
  • Employees: Work slowly. Think of ways to increase the number of movements needed to do your job: use a light hammer instead of a heavy one; try to make a small wrench do instead of a big one.
  • Organizations and Conferences: When possible, refer all matters to committees, for “further study and consideration.” Attempt to make the committees as large and bureaucratic as possible. Hold conferences when there is more critical work to be done.
  • Telephone: At office, hotel and local telephone switchboards, delay putting calls through, give out wrong numbers, cut people off “accidentally,” or forget to disconnect them so that the line cannot be used again.
  • Transportation: Make travel as inconvenient as possible for enemy personnel. Issue two tickets for the same seat on a train in order to set up an “interesting” argument.

How many times have we seen things like this happen in the workplace? From seeing low performers who “tow the line” get promoted, to seeing employees unmotivated to work harder or more efficiently, to endless meetings, calls and conversation, to horrible communication tactics and being unflinching in how someone can move to work or at work, we can all safely say we’ve seen sabotage in the workplace.

So what does this have to do with marketing, brand voice or market position?

Quite honestly, everything.

Customers and clients know a lot more than they let on, or even know. You can tell immediately when contacting a business or attempting to work with them that things aren’t running the way they should. And that sensation can kill commerce far quicker than a lousy ad campaign or off-base branding. We tell our clients this all the time: your product, your employees, your relationships are the number one resource in your marketing. Everything else is just packaging that feeling, attitude and vibe into something the client is going to relate to.

If your operation is being sabotaged, your marketing is being sabotaged.

At BottomLine, our Impact Assessment takes a deep dive into how your business runs. We go further than most agencies do because we believe that finding out what really makes you tick (aka your true value) is the most important thing the customer wants to know about. Want to know more? We might not be able to tell you who’s working with enemy intelligence, but we can get you pointed towards victory, and provide you a road map to get there.

Are you sure your marketing spend isn’t going in the woodchipper?

What’s the value of research?

I’ve asked this question way more times than I can count- why should we do market research? Why don’t we just split-test instead? I feel my eye twitch a little bit in the corner at the second remark. The real value of research is hard to quantify but can be broken down into a few really simple concepts:

  1. Time: Plain and simple, time is your most valuable resource and if you’re wasting it focused on the wrong target or your message is totally missing the mark…well need I say more?
  2. Opportunity Cost: Another really simple concept that I feel so many businesses aren’t really thinking about. If you’re targeting the wrong customer and could be servicing the right one, you’re leaving a lot on the table. Split testing will always be needed but I believe in starting with a good foundation for a test. If you don’t understand the basics of who you’re targeting, you’re going to spend a whole whack of budget on split tests to figure out what market research could have told you from the onset.
  3. Brand damage: Another piece that people aren’t really factoring in when evaluating their options. If you’re changing your brand messaging and it’s off-kilter, you run the risk of hurting your brand. If the message is drastically wrong and you annoy some of your customer base, that damage can be hard to repair.

So what does research really give you? I may be biased, but I feel like it gives you SO much, but in a nutshell:

  1. Clarity: It’s much easier to make decisions when you have a clear picture of what you’re dealing with. So many people make decisions about their business/brand/marketing without that clear picture that they go on the assumption that they know their customer and their business, but I often challenge that with a simple “are you sure”, and more often than not, when we complete research we find out that there was something vital that the client wasn’t aware of.
  2. A competitive advantage: I always tell clients that the beauty of mystery shopping and competitive analysis is that we ALWAYS find something that the competition is either a) doing poorly or b) missing, and our client can capitalize on that information. Why wouldn’t you want that opportunity for your business?
  3. Objectivity: We all get too close to our tree from time to time and having someone who’s not emotionally attached to your business can help you see what you aren’t. I often make the joke that I get to tell my clients “their baby is ugly” (with love of course!) but in seriousness, it’s our job to see what the client is not and help them understand what that means for a step forward. “You have to look past the obvious if you want to be the king of the hill, because often it’s the questions you’re not asking that can kill your business.”

Market research doesn’t need to be challenging, expensive or insanely time consuming- it can start with just having a simple conversation with your customers- you might be really shocked (and amused) with what you find out.

Need some help with your market research? Give us a call or drop us a line: [email protected]

Avoiding COVID Culture Shock

The “New Normal” of working from home and remote teams is shaking up our ideas of company culture, team building and engagement. At BottomLine, we’re all about building connections to keep you and your team running smoothly, so we were pleased to be joined by Human Resource Consultants Anne Howard and Kellie Donohue on our latest web chat. We’d like to share that webcast with you here in full, as it was full of great information for leaders and their teams:

Anne and Kellie were hosted by our President, Lisa Genovese to talk about:

  • How disruptive change can affect your organizations
  • Helping your team work past personal fears
  • Staying inclusive in remote settings
  • Driving team engagement
  • Company culture and why it’s more important than ever

Please sign up to our newsletter to get exclusive access to our next online event.

Time to Rise: Marketing Basics during a Crisis

It’s not the dog in the fight, it’s the fight in the dog!

We’re in for a tough fight ahead, as the COVID-19 crisis is throwing a massive curveball at business leaders and teams worldwide. Where do we go from here? What’s the first step?

We had the pleasure of hosting a webinar this week to offer up some marketing and communications basics to think about during these trying times. We were grateful for having so many friends new and old join us, and we’d like to share what we presented with you.

We’re going to do our best to host regular web chats and online meet ups throughout the COVID-19 lockdown, so please sign up to our mailing list to stay in the loop!

It’s not the dog in the fight, it’s the fight in the dog!

We’re in for a tough fight ahead, as the COVID-19 crisis is throwing a massive curveball at business leaders and teams worldwide. Where do we go from here? What’s the first step?

Our team is built around helping brands find their true value and amplifying their voice, so we’re inviting you to join us Wednesday, April 1st at 11am MST for a free webinar and conversation with Lisa and Greg from our team. They’ll be offering up some marketing and communications basics to think about during these trying times, and will do their best to answer all of your questions to the best of their ability.

We’re hoping to check in with you to see how you’re doing, and share some knowledge to help you keep your lights on (both physically and online), craft messaging for your audience, and share our thoughts on building a marketing plan with the world rapidly changing around us.

If this is a fight, you’re Rocky, and we’re Mickey! 

Register today to claim your spot, we’d love to see you.

Topics we’ll be covering:

  • Marketing & comms basics
  • Crafting COVID-specific messaging
  • Losing projects…what now?
  • Growing an audience
  • Creating trust
  • Q&A

When: Wednesday April 1st, 11 am MST
Who: The BottomLine team
Where: Online, via Zoom

We will see you Wednesday!

It’s Time to Fight. Are you with us?

COVID-19 has backed all of us into a corner, and we don’t know about you, but we’re not going down without a scrap.

It’s why we’re opening up our minds (and calendars) to anyone who needs an idea, a brainstorm, a starting point, a helping hand, or a pep talk to rise above the mayhem. We’re offering a one hour, consulting/brainstorming/marketing & communications advice call to any leader or team that needs it. No BS. No sales pitch. No fees. ZERO strings attached. Just our time and our team doing what we can to help you make the next move.

It’s that simple. You have nothing to lose.

Book Now

You can reach out to us to talk about any of the following:

  • Marketing
  • Communications (crisis or otherwise)
  • Graphic design
  • Web updates and builds
  • Media relations
  • Finding your brand voice
  • Content
  • Social media strategy
  • Remote work continuity
  • Project management tools

All you need to have is:

While we certainly don’t have all the answers, the least we can do is offer up our expertise to help you get moving ahead.

If you’d like to get to work with our team, please, send us a message and we’ll book a time with you right away.

Reach out to us today, or in the very least, please share this with your network. The only way we’re going to get through this, is if we work together, and lift each other up.

 

5 Tips for Running Remote

Last week we had the pleasure of hosting our first ever webcast in the wake of the Covid-19 restrictions that came into place around the world.

We had so many friends who wanted to join in the live broadcast but couldn’t, so we’re taking the opportunity to post the entire webcast here for your viewing. We had some great questions, and it was a privilege to be able to share our tips and best practices for running a team (successfully!) on a remote basis. It can be a challenge, but with the right attitude and communication practices, it’s very possible to stay productive and moving forward without your team in the same room.

Here’s our top 5 tips for working from home, and for more info, check the full presentation below:

  1. The home office starts in your mind
    Not all of us have the luxury of a separate room for our workspace. What’s important is to set your mind in “work mode”, whether you’re set up in the basement, garage, kitchen table or bedroom. You have to tell yourself that you’re working, but at home. Not at home, but also working. There is a difference.
  2. Communication is KEY
    For both leaders and team members, adjustments are required for communication. You’re not going to be face to face to read their expressions, or tone of voice. Work on your communication techniques, stay in touch, give regular updates and be responsive.
  3. Face to face > Voice call
    Our team are huge believers in video calls for a reason. It keeps you more engaged in meetings, it keeps you a little more honest, and you’re less inclined to drift off while others are talking. Get past the fact that your face might look “weird” on a screen, and realize it’s going to help you get more done, better.
  4. Boundaries matter
    Again, for both leaders and team members, it’s important to set boundaries. Boundaries around time (what time your team is online and offline), boundaries for communication (can this meeting be an email? Can this email be a DM?), and boundaries for yourself (it’s so easy to get sucked into a work vortex). Boundaries help you and your team from getting burnt out.
  5. Don’t worry about who’s working and who isn’t
    Instead, focus on this: is it getting done? The common misconception is that remote teams are full of slackers who are watching tv, running errands or napping throughout the day. Judge your team’s productivity not by who seems to be online the most or the most talkative. Judge it by the deadlines that are met, the responsiveness of teams and leaders, and the quality of the finished product.

If your team would like a coaching session or some tips on running remotely, contact Greg and Lisa anytime. Our brains and skills are open to the world during this trying time.

Highlights of Graphika Manila 2020

One of the best parts of having a global team is being able to learn from the conferences and opportunities that our colleagues attend around the world.

Kissel Cabladya from our design team and currently based in Davao City travelled to Manilla to take in Graphika Manila 2020, a design festival and conference currently in its 15th year. We invite you to check out her thoughts and impressions from some of the top graphic design minds in the Philippines and around the world.

Paulin and Jo – Hydra Design Group

Hydra Design Group is the company who was assigned for the overall design of the Graphika Manila event. They explained the process on how they came up with the design idea and how they implement it.

I found how they work on or “attack” projects particularly fascinating and inspiring.

So HDG is actually a group of design studios that merged into one. Each of these studios handle projects such as branding, product design, space design, 3d animation etc. When new work comes into their collective, they attack projects in one of the following patterns:

  • Select: One studio is chosen to handle the project, (ex. If the client wants a design for their booth, it would be the space design studio who will handle it automatically).
  • Sentry: Studios compete with each other to get the project.
  • Strike: They handpick whose studios best work together for a certain project.
  • Swarm: All of them are involved in the process (This is what they used for the Graphika Manila event project).

Hydra’s overall efforts and strategies were really appreciated in the overall branding efforts that they put into the event, from the stage design, the ads, the social media posts, to the smallest of details like their transparent bags for the kit, and the lighting that imitates the reflection of crystals, which was the theme of this year’s event.

Kim Jung Gi – Illustration and Design

I’ve been a fan of Kim Jung for as long as I can remember and I very much looked forward to his presentation. Originally from South Korea, he illustrates very detailed and unique illustrations quickly, as most of his works were from his memories with an imaginative twist. He likes to demonstrate his drawing skills during his talks and would share stories from his past while illustrating. Through his drawings he shared how he started illustrating, how he struggled as an artist and what his life was like before he became well known. He also explained what his process is and how a cube can make a huge difference in

establishing perspective and solving lots of illustration issues.

Kim Jung Gi told us that he pictures the full image in his mind before he could even touch the pencil into the paper. That way, he makes fewer mistakes.

 

The best advice I took away from his presentation is when he was asked what his advice to peop

le who have lost interest/passion in their work:

“Don’t have the feeling of being rushed to be successful, specialize more on your interest and happiness, you will reach a point where you don’t rush yourself and enjoy it.”

Wendell Dalit – Art director/Visual Development

Wendell was born in Manila but moved to the U.S. when he was young, getting hired at Sony Pictures animation right after he graduated in college, working on projects like Smurfs Lost Village, The Emoji Movie, Spiderman into the Spiderverse and some smaller projects like Spider-ham.

His presentation focused around visual development. His take on visual development is that it is the space where artists create characters and environments, visual storytelling, using visual communication skills, using lights, colors, which helps tell stories/ give visual cues on what the director is trying to say.

During his character studies for “girl smurfs” he said he would get inspirations from his real life group of girl friends, and what they do on a daily basis. From that he would illustrate characters of female smurfs who go to yoga, go to coffee shops etc.

His tip for the creatives:

  • Have a strong understanding of your design fundamentals, value, light, color, with that you can draw, design, and paint everything.
  • If you are in production design, focusing on a style isn’t as helpful. So have a lot of experience in different types of art.

 

Jon Noorlander – Executive Creative Director at Method Studios

Method studios is a CGI/VFX company, based in many parts of the world. They have worked with lots of big brands, such as Mountain Dew, Microsoft, And movies like Jumanji, Godzilla and Men in black, John Wick III, etc. What drew my interest about him was where he mentioned that his company follows a certain belief of being “media agnostic”, meaning that they don’t approach projects using specific tools or mediums and instead use “lots of discipline” to solve the project.

Robert Alejandro – Design, Branding and Illustrator

Robert has done a LOT of design work all over the Philippines. He calls himself a “yes man” in terms of art and that he doesn’t limit himself from being just a graphic designer. His works range from giving art lessons to kids who were victims of abuse or calamities, space designing to buildings, malls and booths, mural art, “accide

ntally” becoming a TV host of a popular art show program back in the 90’s, becoming a graphic design and eventually a CEO of a paper craft company (Papemelroti), designing dolls, and owning a business that encourages kids to be creative.

His talk tackled his personal experience as an artist, and how his life is very intertwined with his work. The best part of his talk is when we mentioned about him not being able to love himself his whole life and that resulted in him getting sick and eventually having cancer, and how that changed his perspective in life. With that he encourages every artist in the room to not pressure themselves with work, and you don’t have to struggle to be someone else in the business. Just be yourself. No pressure. “Let your life be your greatest design masterpiece”.

He also said he doesn’t seek clients anymore, that it just naturally lands in front of him, saying “A good job will give you the next job”.

Vincent Aseo – Illustration and Graphic Design

Vincent is the guy behind the hyper detailed posters from some of the big Marvel movies and other big screen films here in PH. He talked about his design process, starting with an image and using it for tracing, from that he does the coloring and adding highlights and midtones and then adding the small details. His advice was “don’t wait to initiate”, and he believes in the saying “creativity is a remix” and repetition is the mother of skill.

Stefan Kunz – Lettering and Graphic Design

 Stefan got recognized from social media for his lettering works and now he has thousands of subscribers. He said that he dried out of ideas during art school and felt uninspired, so he decided to become a Swiss banker, where later in life he joined the “100 day creativity challenge” where regardless of the creativity he would post on his Instagram anything that is creative. So he would create easy ones like pressing the paste out of a toothpaste tube and write “smile” or lettering some bible verses. From there, companies started approaching him to license his photos. His message was to keep on creating something even if it sucks, and that social media is the key.

Raxenne Maniquiz – Branding and Graphic Design

Raxenne is a graphic designer and illustrator from Manila. She is very fond of flora and fauna designs, and focuses on plant life for her personal works. Raxenne uses serious amounts of research to make sure her designs look right, admitting that she even went to very old/unsafe websites just to get information about the details of each flower. She showed us her process on research and how she comes up with the design. One of her quirky ways to get inspiration is by not following artists similar to her, but other artists from different fields instead like photographers and directors.

James Callahan – Director at Futuredeluxe

Futuredeluxe works with a LOT for big brands around the world like the BBC, Coca-Cola, Nike, Converse, and a lot more. FutureDeluxe is an experimental creative studio represented by James Callahan, who told us about generative arts using computers, data, technology to create art.

James offered up some straight talking truths about their agency and how they work with clients including the hilarious “No Dickheads” policy: Don’t employ dickheads, and don’t have dickhead clients!

Stefan Sagmeister – Identity and Graphic Design

Stefan focused on the theoretical side of design, things that would make us really think as artists. His talk revolved around his notion that “beauty is NOT in the eye of the beholder”. He mentioned Adolf Loos and some other artists and how they incorrectly defined beauty and unfortunately a lot of artists following them believed that functionality is more important than form.

The term he used is “international style’ and Sagmeister wasn’t afraid to see that he finds this as “complete stupidity”. Case in point is the Bauhaus design, and I’m partial to agree with him, in that form should not follow functionality, neither does functionality follow form. Form and functionality must be treated equally in terms of design and one should never be chosen over the other. Everything should not look alike nor pulled out from a standard template.

One piece of“evidence” he provides is the case of patients with Alzheimer’s disease that continue recognizing beautiful things even if they forget about it after a week or so. “Even if we lose our minds, we can still recognize beauty.”

Thus his conclusion is that “we somewhat agree on what is beautiful (somewhat)” and that
functionality without form doesn’t work. Take form seriously. We Start something with a remix, but build newish things after. In order to unclog the most visited tourist spots in the world, we should build/create more places beautifully, so tourists are equally segregated to appreciate beauty.

Closing out Graphika 2020

If you ever get the opportunity to take in the Graphika conference, by all means do so. The ideas on hand aren’t just focused on drawing, or design, but there are also plenty of concepts around creativity and agency work that are invaluable to anyone involved in the creative process.

Breaking into the Habit – Creating an Immersive Brand

Kleenex. Advil. Starbucks. iPhone. These are all strong brands that are immersed in our everyday lives (without us even realizing how much we depend on them). How many times have you asked for a Kleenex? Or an Advil? Or how many times in a week do you go to grab a Starbucks before going to work? Or use your iPhone? They have become a ritual or habit ingrained in us and it’s hard to break those habits. So, how can your brand break into the habit of being used in your target audience’s everyday lives?

First, it is essential to get to know your ideal client or target audience. Performing in depth psychographic research to figure out what makes them tick will allow you to figure out exactly how to make your brand fit into their lives. A great example of this is Febreze. When they first launched their product, they almost had to pull it off the shelves due to low sales volume. They didn’t perform their due diligence with their original market research. This forced them to go back to perform their research properly which included conducting interviews. One interview in particular had a significant impact on their research – a woman who had nine cats. When they arrived at her house, the smell in the house was so bad that one of the researchers had been on the verge of gagging multiple times. So, he asked: “What do you do about the cat smell?” Homeowner: “It’s usually not a problem.” Researcher: “Do you smell it now?” Homeowner: “No. Isn’t it wonderful? My cats hardly smell at all.” This was a light bulb moment. From this interview they had discovered the market they had been targeting didn’t even realize they had a problem, so of course they weren’t buying the solution (i.e. their product)!

Next, Febreze looked at the consumers who were using the product and really liked it. What they found was very interesting. These consumers didn’t use the product to get rid of specific odors, they used it when they had completed their housework to reinforce the feeling of clean. Their original brand was developed to eliminate odors and was marketed to a market that did not exist. Once they paired the use of Febreze with the habit of regular household cleaning to reinforce the sense of clean, it would help to create an immersive brand. After the research and development team added refreshing scents to the odor neutralizing technology, the Febreze brand took off. It’s now a $1 billion brand.

Once you figure out how your product fits into your target market’s lives, the next step is to anchor your brand or product in a way that’s continually triggered. What do we mean by this? You want to pair your brand with a trigger they experience in their environment regularly. When they continually perform a habit, you want to integrate your product with that habit. A great example of a brand doing exactly this is when Kit Kat launched their Kit Kat and coffee break campaign. They paired having a coffee with eating a Kit Kat on their break. They were able to break in the habit of people having a Kit Kat by triggering their thought pattern. They did not eat a different chocolate bar like a Snickers or an OH! Henry. It was specifically Kit Kat. Kit Kat saw 8% sales growth during the campaign and after 12 months there was double digit sales growth year over year. When you can pair their habits and routines with your brand or product, you create brand alignment and affection – meaning they feel like they can’t live without it and they must use your product specifically. This also makes your product more than a commodity.

Most businesses have, without knowing better, set themselves up to be nothing more than a commodity. And when you’re a commodity, your product can easily be interchanged with other products. When people are in the market for your type of product, they won’t have an alliance to your product, let alone think about your product. Aligning your product with your target’s habits and environmental triggers, like in the above example, makes your product more than a commodity. It makes them irreplaceable and makes them feel like they can’t live without them or use any other brand. An example of this is the iPhone. There is an over – abundance of choices when it comes to picking a smartphone. iPhone (or Apple) has done a great job of making people feel like they can’t live without their iPhone. Not only are they loyal to the brand but the iPhone has become an everyday habit in people’s lives. When they text, make phone calls, use apps, or search the internet they do it on their iPhone. And people consciously choose their product over a Samsung Galaxy or a Google Pixel. And they will also choose other Apple products such as the iPad or iMac computer over their competitor’s offerings. It is immersed in their lives due to brand attachment hence, making them more than a commodity.

Creating an immersive brand begs the question of if your target market really needs your brand or product in their life. And what problem does it solve? For Kit Kat, it was aligning a snack with a coffee for those who were on a break; for Febreze, it was reinforcing the sense of cleanliness for its customers; and for iPhone it was providing the best technology brand to make people’s lives easier. Each of these products, in their customers’ eyes, makes their lives better. The more impact your brand has on their life, the more value it will hold for them, and the more likely your brand will break into the habit of your customers’ lives.

Want to evolve your business into an immersive brand? BottomLine can help lead your business evolution. Contact us today at [email protected] or call us at (403) 231-8891.

Challenging the Status Quo: A Recap

Are you ready to Challenge the Status Quo? We hope so!

Thank you to everyone who came out to our event last night at Communo. It was a tremendous experience sharing our insights on the world of sales and marketing, and it was great to meet each and every one of you and have a few laughs along the way.

For those who weren’t able to join us last night, we’d like to share some of our key takeaways from the panel discussion with BottomLine’s Lisa Genovese and Launch Strategic Group’s Brenda Beckedorf.

1. The fundamentals never change!

Regardless of where digital technology, AI, or social media takes us in the future, sales and marketing will always rely on human relationships, diligence and the 4 P’s of marketing: Product, Price, Placement and Promotion.

2. Clearly define your roles!

This one is huge: don’t push your teams to be unicorns who are good at everything and allow your people to play to their strengths. On the sales side, remember the value of a hunter in filling your sales funnel, and on the marketing side, don’t expect one or two people to be all things digital and creative, there’s still only so many hours in the day!

3. Everything can be measured!

In today’s day and age, measuring results and analyzing them is more important than ever before. Our clients and leaders want results, and we need to deliver. Things that were intangible in the past can now be brought together with hard data and facts.

The BottomLine and Launch Strategic teams have more events coming up in the future,that we hope to see you at. Please make sure to take a click through our photo gallery below, and share to your social media networks!