Archive for category Branding
When a real person shares an authentic story with conviction and passion, they become your brand ambassador. Yet patient privacy and HIPAA concerns, along with the desire to honor and respect individuals’ health care experiences, often complicate a testimonial approach to marketing strategies. It is possible to achieve both, and leverage the power of testimonials in brand storytelling.
Be transparent, and document. Openly communicate from the first request what’s needed from the patient and where their image and story will appear. If they are on board, ensure all of the appropriate release forms outline all potential activity and are approved.
Treat the patient like a celebrity. Making the patient feel special and that their involvement is deeply appreciated will go a long way in opening up what the patient shares and ensuring a smooth experience.
Involve the patient in the process. Have a photo shoot, record or videotape an interview and share all footage and materials with them for personal use. Allow the patient to review and approve any and all materials before they are made public.
Keep the patient in the loop. Making sure a patient is informed and excited about the end result will increase the likelihood of them having pride in the campaign, and that they will talk about it with their friends and family – taking your ad dollars one step further.
Why should a hospital or medical group spend resources on marketing and advertising?
When a person is encountered with a health-related injury or situation, either for themselves or a loved one, he or she immediately thinks of finding the right facility for treatment. Whether it’s past experience, insurance, location, reputation or ambulance-directed, there are many reasons why a particular facility may come to mind and which hospital or care site is visited. Top of mind awareness is extremely important in these moments and advertising and marketing is a key component in maintaining brand presence.
“A common misperception is that people will choose a hospital based on facilities approved by their insurance; however, average and higher-income individuals have the ability to choose where they receive treatment. At the end of the day, there is still a choice,” states Michelle Regrut, OLAA Integrated Advertising Coordinator.
Advertising has a way of forming reputation over time. “It’s being able to define yourself in a competitive landscape,” community, it showcases the strengths, the quality of service and the distinguishing characteristics it has over competitors. Advertising creates enticing public opinions and at times, judgments; however, “people like to see that a name is out there, the brand is out there. Advertising is one way to be ahead of someone’s thought process, should they have the ability to choose where they are being treated,” states Alyse Stranberg, OLAA Lead Strategist. says Mary Ellen, OLAA Integrated Advertising Coordinator. When a hospital takes the initiative to advertise in its
Hospital advertising is also important for community education, as healthcare organizations have an inherent responsibility to support health and wellness of the community they serve. “Healthcare organizations can look beyond their one facility to capture the attention of the community and give the right frame of mind when it comes to what healthcare truly is,” states Alyse. This is achieved through education, which often includes events, classes, collateral materials and mass marketed awareness messages – all of which are functions of marketing and advertising.
When hospitals are present through marketing and advertising, they maintain a positive brand image, are top of mind in the community and benefit the local economy. They provide hundreds of jobs and deliver care that allows individuals to stay focused on their families, their careers, their hobbies and other important aspects of their everyday lives. Hospitals can become local symbols and their reputation reflects on the city, the neighborhood and the people.
Hospitals can maximize their impact on the community through external communications such as public relations, physician relations, marketing and advertising. With a commitment to an ongoing strategic advertising plan, Hospitals can provide education and valuable information so that when someone is in need of a healthcare facility, they are informed and can make a choice that suits their personal needs.
Before the days of technology and tweeting, the mailman was the key communication source for marketers. Times have clearly changed, and you might be wondering why a direct mail strategy is still relevant in today’s world of marketing and advertising. With faster, inexpensive ways of communicating with internal and external audiences, who in their right mind would spend the time, money and the resources on “snail mail” just to have them “organized into the trash?”
Despite the increasing shift in using digital media for communication, sharing of ideas and spreading awareness, many target audiences are still in-sync with the good ole fashioned paper mail. So what does this mean for you?
With a direct mail strategy, you are able to segment your mailing recipients into very specific categories depending on the audience’s demographic, including age, household income, lifestyle habits, health concerns and of course, location. Expert lists and databases are available to refine your search of potential customers even further.
Digital media continues to evolve and has made it easy for businesses to target potential customers online. However, some consumers have adapted by applying filters to their emails to avoid spam or any unwanted email, by utilizing private browsing sessions with disabled cookies. Direct mail is a way to reach these individuals and improve the odds of making an impression. This is also true for those that are not up to date on the latest technologies or choose not to even use email and social media. Direct mail can be a key vehicle to connect with these individuals, with direct response and brand awareness messages. Even with younger generations who are undoubtedly in tune with the digital world, a relevant and thoughtful direct mail piece can make an impact.
In addition to tailoring the recipients of a direct mail strategy, the pieces themselves can and should be developed with the audience and objectives in mind. Personalized messages, creative mail pieces, unexpected paper and printing methods, unique shapes and customized letters go a long way in the eye of the consumer. Direct mail is undoubtedly a more costly tactic when taking account postage and paper costs, so it is extremely beneficial to use focused, personalized bait and cast a line rather than a giant fishing net and hope for a big return.
In terms of advertising as a whole, it is important to evolve with the role of digital technology as well as understand traditional strategies like direct mail, broadcast, print and outdoor. A well-rounded integrated marketing campaign covers all of your bases, implementing tactics that are relevant and impact your key audiences and maintaining consistency with each to truly break through and elicit response.
Nike, Adidas, Puma. These are all brands that could come into mind when thinking of athletic goods and active lifestyles. But what distinguishes these sports-focused brands? What images come to mind when thinking about them? Do you know what they stand for? Guy Kawasaki, former chief evangelist of Apple, states “In the real world, you don’t have infinite resources; you don’t have a perfect product; and you don’t sell to a growing market without competition. You’re also not omnipotent, so you cannot enforce what people think your brand represents. Under these assumptions, most companies need all the help they can get with branding.”
See what Kawasaki, an icon in the advertising industry, has to say here: https://www.linkedin.com/today/post/article/20140317131156-2484700-the-art-of-branding?trk=prof-post
OLAA brand developers Sheri Audette, Alyse Stranberg and Micah Panzich agree, and share their viewpoints on Kawasaki’s art of branding:
A mistake a company can make in the branding process is having more than one message in one brand campaign. When it comes to creating a branding statement, make it simple and to the point rather than try to reach multiple markets with different messages. Sheri Audette, Art Director, Integrated Advertising states, “Less is more when it comes to branding a company statement. Trying to fit everything in one piece/campaign is misguiding and creates confusion in your audience.”
Examine the bounce back. Alyse Stranberg, OLAA Lead Strategist, Integrated Advertising states, “This is critical. What you may believe to be clear and direct, can easily be missed or misunderstood. And because your audience is often made up of a variety of consumers, it’s always a good reminder to ask those around you who relate to the target demographic. This can be a small sampling (you don’t want too many chefs in the kitchen), and the findings can be hugely beneficial. It’s important to step back and look at a message newly, as a potential consumer. Re-review the goals and objectives of the campaign’s message, and then ask yourself, ‘what’s the brand, what’s the call to action, what’s the differentiator, the WHY.’”
Strive for humanness. “This may be something used in marketing, but can also be seen in things as simple as song writing. Take it from the Beatles. Song titles like, I Feel Fine, All MY Loving, From ME To YOU, Drive MY Car, Can’t Buy ME Love, Hide YOUR Love Away, Please Please ME, She Loves YOU, I ME MINE, I Want YOU, I’LL Be Back, Etc… They figured out from the start that the audience really connected with a song when the lyrics became personable. This no doubt led them to some great success, even when the Stones were actually a better band,” states Micah Panzich, OLAA Graphic Designer, Integrated Advertising.
Consumers want to be targeted as an individual, not as an entire market. A crucial component of developing a personal connection with your target market is creating a personal experience for each consumer. When developing your brand, always envision the consumer’s personal ownership of the product or service and how that will translate into a relationship to a brand as a whole. For example “My Nikes, My Adidas, My Pumas.”
Although the art of branding is a continually evolving component of marketing, using these fundamentals has proved to be helpful when working with our OLAA clients when developing brands.
Orange Label Nominated among Top Orange County Businesses
Founded in 1978, The Orange County Business Journal brings news and information on Orange County’s companies, industries, and businesspeople. Understanding the importance of community and recognition, Orange County Business Journal hosts major award programs such as CFO of The Year, Excellence in Entrepreneurship, Women in Business Awards, General Counsel Awards and the Family Owned Business Awards to highlight individuals and organizations whose accomplishments have benefited the Orange County business community.
OCBJ’s latest awards celebration was the 13th Annual Excellence in Entrepreneurship Awards. Orange Label Art + Advertising’s principals Wes Phillips, Rochelle Reiter and Debbie Nagel were each individually nominated. The executive team and several staff members attended the OCBJ Luncheon and awards ceremony, along with hundreds of local business owners and employees, to recognize extraordinary local entrepreneurs who have launched businesses and ventures that have contributed to the growth and sustainability of Orange County’s economy.
Keynote speaker Ryan Steelberg, CEO of Brand Affinity Technologies, a former client of OLAA, kicked off the event by sharing his experiences in entrepreneurship beginning with his first business opportunity in college, when alongside his brother he co-founded AdForce, which was later acquired by CMGI. He then spoke about his 3 key points of entrepreneurial success: passion, surrounding yourself with the right people, and using data to make important decisions. This was followed by the presentations of the 5 award-winning entrepreneurs. From a journey of immigration and living the American dream to reimagining success beyond money, power and fame, the 5 award winners shared their heartfelt journeys that lead them to who they are today. The stories shared during the ceremony proved to be inspiring and moving to the Orange County business community.
“I was humbled to be surrounded by so many individuals with the ability, energy and motivation to bring their dreams into reality. To me, entrepreneurship is doing what I love and finding my path while building a team to achieve larger objectives than what we can do individually.”
-Wes Phillips, Principal of Orange Label Art + Advertising
“Captivated by the energy, excitement, and talent in the Orange County business community, I was inspired by the stories shared at the event . I believe that this was a phenomenal networking and learning experience. Whether or not we are nominated for next year’s award, I am looking forward to attending next year’s award ceremony.”
-Rochelle Reiter, Principal of Orange Label Art + Advertising
“In awe by the drive and passion for innovation and success that was captured in one room, it was refreshing to be reminded that we live in such an amazing community that thrives to make a positive difference through the products or services they provide. Honored to be nominated for the 13th Annual Excellence in Entrepreneurship Award, I am looking forward to next year’s award ceremony.”
-Debbie Nagel, Principal of Orange Label Art + Advertising
Thank you to the Orange County Business Journal for bringing our business community together. Orange Label is honored and humbled to have been nominated for the 13th Annual Excellence in Entrepreneurship Award. Our family was inspired by the energy, motivation, drive and passion that you highlighted in our community and we are looking forward to the next OCBJ award ceremony in 2015.
Leveraging Authentic Language for Branding and Marketing Strategies
OLAA’s integrated advertising team is always keeping up to date with and brainstorming new, innovative and relevant ways to create buzz amongst consumers. Yet, the oldest form of advertising, word of mouth (WOM) communication is still the most powerful tool for influencing brands. This week, we came across an article that describes just how powerful “word of mouth” communication is, and how this ties in with digital marketing. Check it out:
From our perspective, brands can have a brand promise, but how does a guarantee truly work to their advantage? How does this help a brand stand out amongst the competition? The key to success is maintaining consistency. What your customers actually experience with the product, customer service and what your brand stands for should match what is shared in advertising and marketing messages and brand images. That’s what makes a promise deliverable and believable. And when that promise is delivered upon, customers develop trust and loyalty. This is what gets people talking in natural, every day conversations.
From what we’ve seen, heard and read, word of mouth mentions are far more powerful, and occur most often, when consumers are interacting with others offline. “Americans engage in many conversations about brands every day and more than two-thirds of those conversations involve a recommendation to buy, consider or avoid the brand.”
Yet even with the majority of recommendations occurring in person, WOM isn’t only spread through face-to-face testimonials. Today consumers use sites such as Yelp or Trip Advisor to share their experiences and to assist in their own decision making process. The feedback from previous customers is a major determinant in the decision making process for a potential customer. WOM provides a sense of authenticity that future customers trust.
Positive reviews and customer referrals support differentiation and advertising messages. Unfortunately, rule of thumb is that an unsatisfied customer will spread the word of their negative experience to twice as many people as a satisfied customer. Delivery of a brand promise, consistency in brand messaging and appropriate encouragement of positive sharing can help sway this in a brand’s favor.
Social media is another outlet for digital WOM to occur. Yet, if fans aren’t engaging with a brand through sharing and commenting, the outlet becomes one-sided with marketing messages only coming from the brand source. This transforms a digital engagement tool to a traditional advertising medium, and the benefits of social WOM can be lost.
Word of mouth tactics are implemented into OLAA clients’ brand development and marketing strategies. For example, OLAA client, Hawaii Forest & Trail differentiates itself in the market by delivering professional nature adventures that transform visitors and locals through sights, stories, knowledge and experiences. The guides are natural experts of the Big Island’s terrain and are genuinely passionate about what they do. The personnel respect that their customers are on vacation and make it a constant priority to take care of them.
This kind of personal customer service results in positive feedback and translates online when customers use social media sites to share their experience with friends and family. Pictures and tagging locations increase the number of referrals of family and friends when customers enjoy their stay. At Hawaii Forest & Trail, the customer is buying an experience, making memories, and sharing their time with a company who cares.
This sentiment was not only shared with us from the Hawaii Forest & Trail staff. It was reiterated to us from their customers, who OLAA spoke with as part of the View From the Field™ and Orange Label Process™. OLAA is leveraging true WOM, authentic language as part of the rebranding process, to ensure that the brand message and image are aligned with the company’s vision and the customers’ perceptions. This consistency, as mentioned earlier, is what establishes and sustains trust amongst customers and increases WOM communication – both online and offline.
WOM communication plays a major role in supporting a company’s advertising message. Tell us your thoughts on “word of mouth” and how it has worked for you.
Orange Label Art +Advertising Supports Waste Not OC with Strategic Consultation and Brand Development
NEWPORT BEACH, California (March 13, 2014) — One in eight people in Orange County, California experience hunger on a regular basis. Of these 400,000 individuals, one in five are children. Public programs currently recover food to distribute to vulnerable people, yet most local food banks have an insufficient supply of food. The Waste Not OC Coalition is bridging the gap between public and private organizations to reduce hunger, and solid waste, by facilitating the donation of wholesome surplus food. Orange Label Art + Advertising is proud to be among the impactful group’s members, supporting the cause’s brand development and launch of Waste Not OC’s first program – the Anaheim Food Recovery Pilot.
Comprised of food banks, food distributors, health care agency employees and volunteers, Waste Not OC’s primary goals are to increase the amount of wholesome food recovered from food facilities, increase awareness of community resources to address food insecurity and increase recognition of organizations working to reduce hunger. This is achieved through food recovery from grocers and restaurants, food distribution to pantries, and training and education with potential food donors. Orange Label partnered with Waste Not OC in November of 2013, providing marketing and creative services to assist with cause awareness and brand recognition. Orange Label designed the cause’s logo, along with marketing collateral that were publicly unveiled at the Anaheim Food Recovery Pilot launch event on February 23, 2014.
“The logo created by Orange Label for Waste Not OC Coalition has greatly benefited our efforts,” shared Dr. Eric Handler, OCHCA County Health Officer and founder of Waste Not OC. “Many people have provided positive comments regarding the logo and it provides a focal point for our pilot campaign and to end hunger in Orange County.”
The Anaheim Pilot is a city-wide effort focused on identifying sources of recoverable food and educating potential donors to safely redirect food to those in need. Over 1,500 food facilities have been identified in Anaheim, but only a fraction are aware of the community’s need for recovered food. With the support of local businesses, the City of Anaheim, and the Health Care Agency, Waste Not OC is working hard to end hunger in the community. The launch event was held at the Naples Restaurant in Downtown Disney. In attendance were city officials, food banks, food distributors, Health Care Agency employees, volunteers, restaurant owners, chefs and culinary professionals from large organizations – all with the intention of ending hunger in Orange County.
In addition to the Coalition’s primary logo, Orange Label developed a window seal for the Pilot program that participating Waste Not OC restaurants and donors can display. As one of Orange County’s longest standing, privately held advertising agencies, the local marketing firm is invested in the community and was thrilled to be able to contribute to the campaign’s success.
“After hearing Dr. Eric Handler speak at a local event, Orange Label team members were moved to get involved in the cause. Attending the Waste Not OC Coalition meetings has been a real eye-opener as to what is going on in our community in regard to hunger. We are fortunate to be able to lend our brand expertise to the Waste Not OC vision,” commented Rochelle Reiter, Agency Principal of Orange Label Art + Advertising.
To learn more about Waste Not OC Coalition and the Anaheim Food Recovery Pilot Program, visit www.wastenotoc.org. For more information about Orange Label Art + Advertising, visit www.orangelabeladvertising.com.
ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties, including B2B, Healthcare, Education and Retail. Key clients include Chapman University, Friar Tux Shops, Greenwell Farms and Daughters of Charity Health System. The agency principals are Wes Phillips, Rochelle Reiter and Debbie Nagel. Key Orange Label differentiators include its ‘Orange Exploration™’ fact-finding approach, powerful ‘View from the Field™’ research technique and ‘The Juice,’ a different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.orangelabeladvertising.com.
ABOUT WASTE NOT OC COALITION
Waste Not OC is a public-private partnership to reduce hunger and solid waste by facilitating the donation of wholesome surplus food. The coalition includes food banks, food distributors, health care agency employees, and volunteers. We achieve 501(c)(3) status through our fiscal sponsor Food Finders. For more information about Waste Not OC Coalition, visit www.wastenotoc.org.