We all know how important customer acquisition is these days—for our clients and for ourselves. But some companies are getting carried away and making a big online marketing mistake.

Many are getting caught up in optimizing their websites for lead generation and sales conversion. And they’re forgetting there’s much more to a website strategy. Effective websites must also serve existing customers and create a brand perception of trust and credibility.

Read more of Customer Acquisition Versus Cheap Sales Tactics.

It’s not that often that I get excited about B2C marketing. I spend too much time living B2B and B2G. But I”m always a big believer in direct approaches. What Domino’s Pizza is going is pretty incredible. You may have caught their new TV commercials in between fast forwards on your DVR.

Watch their video where Domino’s really beats their pizza up.

Read the Bnet interview with Russell J. Weiner, Domino’s chief marketing officer.

Marketing materials are an important part of the sales process for most B2B and B2G companies. But not all companies, even the ones selling high end services and solutions, meet the challenge. Here is part two of the recent article, 8 Reasons Why Collateral Still Matters.

Regardless of what you call it—marketing materials, sales collateral, leave behinds, sales tools—collateral still works. Collateral still influences purchasing decisions, distinguishes brands, tells stories and communicates competitive differentiators. Collateral matters. Here is part one of 8 reasons why collateral still matters at Designerscouch.org.

Today, branding budgets are being cut at a higher rate than many other marketing initiatives. The huge movement away from print, TV and radio spending is a significant contributor to this. Building brand equity is important. It’s never stopped being important.

Read Why It’s Not Only about the Brand.

We’ve been focusing on a favorite topic of mine—branding for government contractors. I’ll be the first to tell you that revenue generating initiatives are of greater value in a down economy than branding efforts. But federal contractors are different. Generally speaking, they tend to lack the strong brand identity and recognition of their commercial sector counterparts. Only, unlike their commercial counterparts, successful government contractors, with a greater immunity to the recession, can afford to make the investment in brand building now. 

Building or maintaining a strong brand should be an important short and long term revenue goal for your company. Especially in a recession. But for many federal contractors, the time, attention (and money) dedicated to this initiative fall short. The reasons for this are many and range for too much emphasis on set-aside status, to a desire to make marketing materials look and sound like other industry players. For example, many small government contractors want their marketing materials to sound like Lockheed Martin or CSC, but of course don’t have the marketing budgets of the big boys.

• What is unique about my organization or brand in the context of the industry as a whole?
• Which of these factors are most important to my clients and prospects?
• Which of these factors are most difficult for your competitors to imitate?
• Which of these factors can be most easily understood by my prospects?

1. For the brand to be effective, it has to be unique.
2. For the brand to make an impact and be memorable, it has to be clear and compelling.
3. For the brand to generate revenue, it has to foster a sense of ownership by my clients, partners and employees.
4. For the brand to be credible, it must be believable.

Check back soon for more of what works and what doesn’t in branding for government contractors.

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