Typically brands stay the same and don’t change but in the satellite industry it seems to happen pretty often. From minor tweaks to a logo to full on rebranding of the entire company, we have seen a brands become more fluid overtime. In most cases, the changes have always been for the better. A sleeker look, more vibrant colors to better express the brands personality and voice, or a whole new name. Combine all of these evolutions of the brand and you begin to see the challenge. What do you do with all of the outdated stuff?

I have found that large corporations with corporate locations have the ability to mandate the brand refresh and bring their stores to compliance quickly but authorized dealer networks and franchises tend to lag behind in this area.   As a result you start to see an eclectic collection of brand logos on the apparel they wear and in the stores they own. Banners from five years ago are still on display with old logos, technicians are in the market with their favorite shirt from 4 years ago, wrapped trucks, store signage all from some earlier iteration of the brand or logo.

To them, it’s their rite of passage. It shows how long they have been in the business and they have some sense of pride tied to it. And that’s the dilemma. How can you expect your franchisees or dealer to keep up with your brands evolution when they’ve bought and paid for all of your previous items? For the most part they will refresh about 80% of the things they have, but every change leaves behind more relics.

The good news is that brands consider this. They weight the costs and benefits. They accept that the changes won’t be immediate and in some cases will never change. But here lies the opportunity for the authorized dealers and franchisees. The new brand has budgeted for this. This is the best time to make a marketing push because they want you to get rid of your old stuff. The incentives will be higher and they are in a position to work with you if you show the initiative to embrace the change.

Embracing change is against most people mindset. They like what they have, they are comfortable, and they don’t think it’s worth changing. What they miss is that without the change. You become outdated even faster. Those who refuse to change will soon find themselves fully equipped to live in a world that no longer exists. Resist the urge to hang on to the old business and push forward into the new change. It’ll probably change again, but you’ll be better positioned to change with it.

Powerful marketing solutions start with customers that need help sharing their message. Too often businesses are overwhelmed and don’t know where to start when it comes to marketing. This results in them having to deal with multiple companies and contacts to get each marketing tactic produced. They are less efficient with their time and as a result, the marketing suffers. Over time companies can lose their branding consistently and the advertising suffers.

MosquitoNet, a new pest control company was facing those very same problems. Greg Gangas, the company’s founder knew that marketing was the key to his businesses growth but was overwhelmed by the task of creating all of the marketing materials he needed to promote his new business. Then, he found Tulsa-based, Trost Marketing. Once Greg realized the range of marketing tools and services he could utilize from Trost Marketing, he jumped in with both feet. He quickly was able to design and print his business cards, door hangers, yard signs, direct mail, promotional items and branded apparel with ease. As he is ready to add on additional marketing tactics he knows Trost Marketing is just a phone call away.

“Having the ability to quickly produce marketing tactics has taken the stress out of my marketing. I know that my company will be presented professionally on high-quality materials every time.” – Greg Gangas

MosquitoNet was able to use the turnkey design services with the wide range of marketing solutions that Trost Marketing provides to save time and money. Trost Marketing services clients all across the country. From small businesses to large corporations, we have the capabilities and expertise to help your business get more leads. If you find yourself overwhelmed with your next marketing project call the marketing professionals at Trost Marketing to help you simplify your marketing process.

Your Potential Customers Want to Hear From You! The question is what are you saying to them and how are you saying it?  In a recent conversation with a local business I found out that they provided a service that I didn’t know they provided.  In fact, when I found out what they did, the first thing I said was “I had no idea you did that.” I asked the owner of the business “How would other customers know about that service?” and he replied, “We haven’t done a good job of promoting it so in most cases they wouldn’t know.” At that moment I had a marketing “Ah-Ha!” moment.  Marketing is the ACTION of promoting a product or service.  Many businesses spend a lot of time creating a product or service but fail to ACT when it comes time to letting potential customers know about how great they are at what they do or provide.

Knowing what a business does helps me to know when to contact them when I have a need.  I want to know so I know where to go.  Your customers want to know what you do.  It should be so obvious to them that you are the expert that they would be crazy to call anyone else.  Translation, your potential customers want to hear from you.  Your job is to make sure they will contact you when they have a need that you can meet.  With that in mind, make sure to be clearly and concisely communicating why you are the business to help them.  You have 4-5 seconds in most cases so don’t waste time telling your story. Most importantly, be consistent.  Telling your story one time will not reach all of your potential customers.  They need to hear from you multiple times over multiple marketing tactics.  Potential customers have short attention spans so make a plan that best fits your marketing budget while having the best reach to your potential customer.  Not sure where to start?  Look at what your competitors are doing.  Success leaves clues.  Follow those clues to make your next marketing campaign a success.

You Need a Doctor

I recently heard an interesting perspective from one of our partners that really struck a chord with me. He told me that if you get hurt or have a challenge that many times people will try to fix it themselves. This works for things like cuts and scrapes, but when it comes to key challenges like a broken leg or torn muscle, a band-aid won’t fix your problem. The pain will continue and in many cases get worse. That’s when you need to consult a specialist or a doctor. They are experts in their field and know what to do to get you healthy. It’s where they are focused and they can help you get back on track quickly.

To really grow and be effective you need a specialist that can help guide you.

The same is true for marketing. It’s an area in your business that you can do yourself but that will only get you to a certain point. To really grow and be effective you need a specialist that can help guide you. We all know that marketing is important, but many times it’s given band-aid status. Don’t let this happen to your business. Look for marketing experts that are focused in their field. Look for companies that have invested in their business to help your business grow. Even, if your marketing plan isn’t broken.

Good for the Soul

Sometimes in our lives there are moments that are pure magic. For me, this was one of them.

Last week I took my children to a restaurant. My six-year-old son asked if he could say grace. As we bowed our heads he said, “God is good. God is great. Thank you for the food and I would even thank you more if mom gets us ice-cream for dessert. And Liberty and justice for all! Amen!”

Along with the laughter from the other customers nearby I heard a woman remark, “That’s what’s wrong with this country. Kids today don’t even know how to pray. Asking God for ice-cream! Why I never!”

Hearing this, my son burst into tears and asked me, “Did I do it wrong? Is God mad at me?”

As I held him and assured him that he had done a terrific job and God was certainly not mad at him, an elderly gentleman approached the table. He winked at my son and said, “I happen to know that God thought that was a great prayer.”

“Really?” my son asked.

“Cross my heart.” Then in theatrical whisper he added, indicating the woman whose remark had started this whole thing, “Too bad she never asks God for ice-cream. A little ice-cream is good for the soul sometimes.”

Naturally I bought my kids ice-cream at the end of the meal. My son stared at his for a moment and then did something I will remember the rest of my life. He picked up his sundae and without a word walked over and placed it in front of the woman. With a big smile he told her, “Here, this is for you. Ice-cream is good for the soul sometimes, and my soul is good already.”

Of all my children he is by far my most . . . trying. The quickest to anger, the first one to break something, and the last one to do as he’s told.

None of it matters though, ’cause like he said, his soul is good already!