Question

A company is looking for a new logo. As a manager of the company, you have been given the responsibility of generating ideas for the new logo and promoting it. What type of marketing strategies will you use to promote the logo?

Answer 1

A logo is something that speaks for your company. It creates a lasting impression in the minds of the people about the company. People often judge the quality of products and services that your company offers by looking at the logo itself. It creates an image about the products and influence perception. Design is a universal language and has a broader appeal as compared to any other thing and logo removes the language barriers among people. There is a need of proper strategies that will work for your company by creating such a logo that will help in reaching the target customers. There are following ideas that could be followed by a manager in generating and promoting a new logo :

1. Content Marketing : Content marketing is an excellence way to reach your customers. As people prefer reading the content over the internet so blog writing about the logo will help in promoting it in better ways. It help in reaching to the audience at larger scale specially to the literate audience. If a company post a blog about the creation of the logo, then people who read it will give their valuable reviews on it which help the manager in assessing its creditability. If there is no in house facility available of content writing then company can outsource it to freelancers. The post should mention about the design, problems, fun facts that it faced while creating a logo.

2. Social media : Social media is a powerful weapon and it could be used by a manager in promoting the logo of the company. There are various social media sites like instagram, facebook, twitter, linkedin , etc. which serves different purposes. These could be used by the company as per its need. The most important feature of these platforms is that the information is being shared if a user connects with the information. So if your logo is well received by the audience then there are chances of its being shared further which is an automatic promotion of the logo. So a company manager could use these platforms in its advantage.

3. Physical Promotion : These promotions are done with the help of hoardings, flyers, banners, billboards , etc that serve wide range of audience. Newspapers and pamphlets are the common example of this type of promotion. The memory of a common man is more to retain information if he has felt this information with the power of his senses specially touch. So by advertising your logo in the newspaper you are giving a chance to the public to hold the logo in their hands so that they could feel it. It is an effective method of promoting the company's logo.

4. Merchandising : It is one of the most beneficial and effective method of promoting a logo. It is a fun way to promote the company's logo and has a scope of revenue generation. Merchandising your logo on the shirts, bags, cups, etc, are popular way to penetrate the brand image. Make sure that it travels from one place to another to get the maximum benefit out of it. It enables the company to add an additional source of cash inflow in their business. It is often used these days by the companies as it is simple and effective way of promoting a logo.

5. Industry Affiliations : you can tie up with the company that share the same customer base so that it could show the logo of your company on meetings industry events, etc. It saves the time of the company in creating a customer base as we know that it could take a long time in creating the customer base. There could be a mutual exchange agreement between both the parties that could share the favors and gain a win win situation in the market. A manager has to keep trying the similar businesses that would affiliate with us and help us in staying abreast of the market trends.

MARKETING STRATEGIES

Marketing strategies are helpful in promoting the growth of the business if they are applied in the right direction. There are various marketing strategies available for the companies as per their requirement. Some of them are discussed below :

1. Social media marketing : It is also known as viral marketing where things get viral in moment of a blink. It is a powerful tool that could be used to promote the logo of the company. There is a scope to share the images, videos and other content over social media which also influence the search engine optimization results. They help in increasing the relevancy in search results over various platforms like facebook, twitter, instagram etc and over various search engines like google and yahoo. So social media marketing strategy is most common and effective in today's world.

2. Public relations : It is a form of advertising in which various methods are being used where an awareness about the company product is created in minds of people. It is mostly done with the help of press conferences, events, meetings, internal publications, publicity, etc which are helpful in gaining the attention of the public towards a particular product. Public relation marketing strategy is popularly used by the companies to promotes its logo.

3. Causes and charity : You could promote your logo by associated it with a cause. When a customer feels that by using a company's product he is becoming a part of something big then it is a win win situation for both the company and the customer. when your product logo is connected with some social cause then it creates a positive image in the mind of common public and people tend to attract towards it. You might have heard about the NINE that has been promoting its logo through IPL team Rajasthan Royals by associating it with a charity and donation clause. So it helps in gaining the public attention in a positive way.

4. Traditional marketing : You could use the traditional means of marketing your company logo as it has also a wide reach. Newspaper, radio, televisions are the common example of traditional marketing. This marketing has a broader reach and still used by many business houses to promote its product and offerings. These methods of traditional marketing could be used by the company in promoting its logo. It has a wider scope and reach. This is simple and cheap method of promoting a company's logo.

5. Dversity marketing : It is clear from the name that one a company use a combination of various marketing strategies to promote its logo then it comes under the diversity marketing. There could be various combinations that could be used by the company from time to time as this method offers wide flexibility to the managers in deciding the marketing strategies. There could be a mix of two or more strategies. It caters to the needs of the adverse audience and covers different aspects like cultural, beliefs, attitudes, views and other specific needs.

So the choice of selection of marketing strategy depends on the typw of our company and its needs.