Meet Louie Pateropoulos
Co-Owner of DIT Web Solutions
Since 1993, I have been successfully promoting companies and expanding their brands utilizing many different mediums of promotion.
In the world today, I see so many companies wasting thousands in the hopes that their brand will stick, and yet having no such success. They then wonder why? What am I missing?
The answer is the most vital step: market research. If you do not know who your
customers are, what they want, and how they think, how can you possibly
market to them successfully?
If you have an idea for a brand, this is the trusted approach I recommend:
- 1) First, conduct a Name Survey. Survey a series of names in your target
areas to see which one resonates with your future audience the most.
Whether done by email, phone, or intercept surveys, this will give you
invaluable insight into what draws your audience in and communicates
your brand effectively.
- 2) The second step is to conduct a Needs and Wants Survey of your brand.
This will help you determine what your potential customers are looking
for, so that you can market it to the right audience. For example, if you
are branding “metal roofs” and your target audience survey results say
they don’t want to pay the extra them, then we wouldn’t launch a
“metal roof” campaign in that area. You could do the survey in a
different area and see if they have interest, or pick another service to
market, such as “Green Shingles”. Once you land on something the
majority in your target area wants, then you have found your potential
customers and hot product.
- 3) Positioning Surveys. Everyone compares one thing to something else,
whether it is better than, similar to, worse than, etc. “How tall is the new building? It’s as tall as the Empire State Building.” How does this new ice
cream shop stack against Häagen-Dazs? Positioning is how you relate the
unfamiliar with the familiar. Very powerful technology.
Example: We do a Needs and Wants Survey for a landscaper. 54% say
they want a clean landscape, no leaves left, no twigs anywhere in their
yard. We now take that information and conduct a Positioning Survey
and find what they relate to clean. And we discover that they think of
“crystals” for their clear purity. So, now we get clever and come up with
a position, something to relate your brand to crystals. E.g., "We'll have
your yard as spotless as crystal." And that resonates with your
customers. It clearly communicates what you do in a way that is real to
This would come about from all the above market research and a team
trained in expertly using the findings to create that effective branding
we are all looking for.
Head on over to our site, www.ontargetresearch.ca and watch the main
video. It illustrates Positioning even further. I think you will like it.
With years of experience in this technology, we can contribute to your success in many ways, from branding to company names to memorable slogans and more.
Call us to today to schedule a Free Brand Consultation. We look forward to hearing from you!