Using the Right Resources
To go further into brand management, you need to use all available advertising media. These include:
Social media: Most companies have access to millions of customers through the top three social network sites, which are Facebook, LinkedIn and Twitter. These businesses are riding the wave to position their brand at the front of the pack, so grab your keyboard and connect with potential customers.
Networking: While this is a traditional form of brand management, networking is still effective. Networking allows businesses to find opportunities to sponsor local sports teams, events or fundraisers; attend local events; or join local groups or chambers of commerce. Networking opportunities are plentiful in emerging markets and help establish a strong brand.
Spread the word: Yes, you can send an email; get on the radio; take out the biggest ad in the newspaper or on a billboard but the most effective branding strategy for a new market is word of mouth. Give people something positive to say about your business in an emerging market; it helps with awareness and customer experience.
Involve the press: Contrary to popular belief, the press is not only interested in reporting bad news. You can get your business free press through media inquiries and invites. If you get rejected, then keep trying and don’t limit yourself to the most popular media outlets either. Start small and work your way up.
Branding in emerging markets is only difficult when market research is not conducted. If you are targeting a new-found market, then it is beneficial to the success of your business to do the research to find out if your service or product will be needed or wanted. Test the market to determine if there is a need for your business.
Finally, develop a brand management campaign to ensure your business’ success. Get the word out through social media, traditional media, networking and word of mouth. Tackle a new market by strategic placement, not wishful thinking.