123 eGuides

1 Minute Advice: Should You be Marketing Your Brand Now?

Should you be marketing your brand even during the global coronavirus crisis? Brand expert Robert Passikoff has conducted research during other crises to determine the impact on brands and the results were encouraging. Writing for The Marketing Insider, Passikoff says "memory and history confirm that brands that continued to advertise during crises fared better than brands that cut their marketing budgets." He cites this example: "In the aftermath of the financial collapse of 2008 and the massive recession that followed, overall brand support dropped nearly 15%. Brands that increased their brand efforts saw sales grow upwards of 30%."

Writes Passikoff, "...brands that are able to meet consumer expectations and resonate with the values consumers actually revere will see long-term boosts in consumer engagement, loyalty, sales, market share, and profits. That means brands need to adapt. That means brands need to identify new strategies to accommodate a vastly changed marketplace."

Read more here.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

Free eGuide: On Your Own 123

123 eGuides wants to give back during this trying time. Until April 20, we are offering our popular eGuide, "On Your Own 123: Launch a 1-Person Business in 3 Proven Steps," absolutely free!

This eGuide includes valuable information about starting, growing, and managing a 1-person business, including: the ups and downs of working for yourself, legal considerations, branding your business, sources of capital, establishing a place of business, professional advice, basic systems, getting business for your business, the importance of satisfied customers, using sub-contractors, when to add employees managing receivables, tracking and analyzing expenses, managing cash flow, having sufficient insurance, paying taxes, meeting employee requirements, and managing your personal life.

To get your eGuide free, simply visit https://www.smashwords.com/books/view/177376. Use the code AG100 at checkout and you will be able to download the eGuide in the format of your choice, including EPUB, Mobi (Kindle) or PDF.

Be sure to take advantage of this free offer by April 20.

1 Minute Advice: Fastest Growing Brands Have Cross-generational Appeal

Last year's fastest growing brands, according to Morning Consult, cross generations in their appeal. In 2019, the firm ranked the fastest growing brands by measuring the share of consumers who say they would consider purchasing from a brand over the course of the year. The brands were ranked from 1 to 20 (fastest growing = #1) as follows:

1. DoorDash
2. White Claw Hard Seltzer
3. Postmates
4. Impossible Foods
5. Venmo
6. Kind
7. Ring
8. Cash App (tied for #7)
9. Purple Mattresses
10. Amazon Prime
11. Jersey Mike's Subs
12. Uber Eats
13. Grubhub
14. Chewy.com
15. Gillette
16. Nesquik
17. Trolli
18. One Hundred Grand Candy Bar
19. Hulu (tied for #18)
20. Harry's Shave Club

Interestingly, DoorDash was the #1 fastest growing brand across four generations: Gen Z, Millennials, Gen X and Boomers. Postmates was #2 with Gen Z and Gen X. White Claw Hard Seltzer ranked in the top 7 with all four generations. Impossible Foods ranked in the top 5 with Gen X and Boomers.

For more about this study, go to: https://morningconsult.com/wp-content/uploads/2019/12/Morning-Consult_Fastest-Growing-Brands-2019-Report_FINAL.pdf

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

 

1 Minute Advice: Becoming an Environmentally Conscious Brand

Can brands stand apart by becoming environmentally conscious? The soap brand Dove wants to find out. According to AdWeek:

"The Unilever-owned beauty brand launched a vending machine-style installation in New York’s Grand Central Terminal to celebrate its move to 100% recycled plastic bottle packaging across Dove, Dove Men+Care and Baby Dove products, where technically feasible in North America and Europe. The activation on Jan. 31 invited people to donate a recyclable plastic item in exchange for a free bottle of body wash in the brand’s new packaging.

"Dove’s 'Proud Of What We’re Made Of' installation tied into the brand’s new sustainability commitment. According to the brand, the move to 100% recycled plastic will reduce its CO2 emissions by 27,265 tons per year.

"Dove worked with experiential agency New Creatures to build the structure with materials including aluminum and wood. The machine was also powered with an internal lithium ion battery that was pre-charged with solar power. The structure stood 12 feet tall and 15 feet wide, drawing passersby with a gold replica of the brand’s icon of a dove.

"To receive a new bottle, consumers could insert a used plastic item into the left side of the pre-stocked machine, activating a colorful light show around the border of the bird. Afterward, the right side of the machine dispensed a full bottle. According to agency Edelman, which handled PR for the event, more than 2,000 people donated used plastic items that the brand recycled post-event."

Now that's a creative way to be environmentally conscious!

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

Half Price Sale on eGuides, March 1 - 7

We're celebrating "Read an eBook Week" by cutting the prices on all eGuides in half! From March 1 through March 7 only, you can purchase any eGuide at half price. This special promotion is only available on Smashwords.com, where you can select your choice of eBook format, including Kindle (mobi), EPUB and PDF.

To take advantage of this half-price sale, just click on the eGuide titles below that interest you. When you check out, simply use the code EBW50 to get the eGuide of your choice at half price -- just $1.50 each.

Low Cost / No Cost Marketing 123
3 Steps to Effective Marketing with Little or No Money

B2B Marketing 123
A 3 Step Approach for Marketing to Businesses

Branding 123
Building a Breakthrough Brand in 3 Proven Steps
Second Edition

Product Launch 123
Launch a Product or Service in 3 Proven Steps

Sales Leads 123
Generating, Qualifying, and Converting Sales Leads in 3 Proven Steps

On Your Own 123
Launch a 1-Person Business in 3 Proven Steps