targeted marketing

Three Ways To Use Targeted Marketing To Reach Qualified Prospects

Imagine, if you will, walking out of a model home and before you know it…you see an ad for a builder just down the street appear on your cell phone. You think to yourself, “Hmmm…coincidence?” It’s not. With targeted marketing, you can pinpoint potential customers down to an address where they have visited.

Targeted marketing is nothing new. Agencies and companies have been doing it for years. First through direct mail, then via email, using data points such as zip code, gender, household income, marital status, and age. But now, we have the ability to narrow our scope even more to truly reach those most qualified to purchase.

Niche Marketing Through Social Media

Recently, a new client came to Stevens & Tate needing to attract more students to its private school. We discovered several factors that determined whether parents chose to send their children to this school. They could afford it. It was close to their home or work. And it provided the type of education they wanted for their child. To reach this very specific audience, we advertised on social media. Social media sites such as Facebook gather a great deal of information about their users from information the users provide themselves. These sites also monitor behavior patterns. As a result, we were able to do niche marketing, advertising to select neighborhoods around the school and in local employment corridors. And we focused our message on the benefits this private education offered. After the first month, the school recorded an increase in attendees to the parent information sessions.

Learn more about Effective Marketing Strategies For A Changing Economy.

Targeted Marketing On Radio? Yes.

One of Stevens & Tate’s clients needed to build ticket sales for its classical music concerts. After researching the prior season’s data, we discovered that the majority of concertgoers came from a 20-minute or less drive of the venue. So we incorporated online radio into the media mix to aim our message at those who would have an affinity for the brand. The beauty of this targeted marketing plan was that we could reach listeners with a preference for classical music. We were able to narrow down our audience not only to those who lived in a specified geographic area but also to those who exhibited classical music listening habits. The result was a 25 percent increase in year-over-year show attendance.

Hyperlocal Marketing Pinpoints Your Audience

For a Chicagoland homebuilder with a new property in the city, we wanted to reach home shoppers living near the neighborhood as well as those holding certain job titles. Rather than choose a medium to advertise on, we chose a very small group of people to reach out to. Using a digital hyperlocal marketing campaign, we were able to serve ads to a very niche market segment—including those who had recently used a home finder app. We served ads to these individuals multiple times via multiple vehicles including desktop, mobile and in-app ads; emails; social media newsfeeds; and native content based on online search history. Since launching the program, sales at the community have increased 50 percent.

These are just a few examples of the power of a targeted marketing campaign. And new digital technologies are being unveiled all the time. At Stevens & Tate, we partner with multiple media sources to devise just the right targeted marketing campaign for each of our clients. If you are looking for an agency that can help you move from a shotgun to a rifle approach to marketing, contact Stevens & Tate and see if we are a fit.

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smart goal examples

5 Smart Goal Examples For Business Development

A smart goal is basically what the acronyms from the name suggest. It is specific, measurable, attainable, and relevant and time bound. The Smart Goal process provides a frame where you can create a long term goal and also provides a time limit for you to work on the same goal. By doing this business’ are 70% more successful in achieving their goals thanks to regular check-ins, updates and group accountability.

Below are a few smart goal examples that will help you understand the system better and perhaps enhance your business development.

Examples of Smart Goals

“I Want To Increase My Profits”

Specific: I will increase revenue while cutting down on expenditure. Moving to a more affordable premise that will cut my rent by 7% will reduce the operational costs.

Measurable: I will increase sales over the next 3 months by signing in 5 more potential clients.

Attainable: I will improve my current customer relationships and promote the business through referrals, networking and through social networks. This will help me find more leads and therefore see to an increase in revenue for the business.

Relevant: moving to a cheaper establishment will reduce the operational cost of my business and therefore give room to the growth of profits.

Time-bound: I will have increased my profit by the end of the coming three months.

 

 

“I Want To Improve My Response Time to Customer Complaints”

Specific: I will improve the response time to customer complaints by increasing my customer service staff from 3 to 8 in the next one year

Measurable: the increase in customer service staff is scheduled to take place within one year and should bring the number to a total of 8.

Attainable: as I plan on moving to a new establishment I will ensure the place has enough room to accommodate the additional staff members I intend to have in the next one year.

Relevant: I will find ways to manage the complaints meanwhile in order to maintain the customer base I have and strive to grow the client base even further to match the additional customer service staff.

Time-bound: I will have hired the customer service staff by the end of one year

 

Related article: Strengthen Your Brand – Learn From These Competitive Advantage Examples

“I Want To Improve My Employee Retention”

Specific: I will improve the employee turnover by 15% in 90 days by putting up training for the new employees to let them know what is expected of them and have a program for them to get used to the operation systems. I will also have one on one meeting with the employees so that I get to know what challenges they could be facing.

Measurable: the improvement in employee turnover is scheduled to be by about 15% and should take place within 90 days.

Attainable: the trainings and one-on-one meeting will make sure the employees are prepared for what is expected of them when they get into production and also give me a hint of what’s on their mind concerning general operations of the business.

Relevant: a reward system will be put up for outstanding employees and motivation trainings are also done to encourage the ones who might be having a difficult time at work.

Time-bound: employee turnover will have improved within 90 days

 

“I Want To Be More Efficient In My Business Operations”

Specific: I will improve my efficiency in business operations by challenging my sales department to increase their closing ratio from its current 45%to at least 60%. They could also work on improving the delivery time from 72hours to at least 12hours maximum.

Measurable: the sales people are supposed to increase their closing ratio from 45% to 60% and the delivery time improved to 12 hours from the initial 72hours

Attainable: I will conduct a survey to find out what both the clients and the sales team think about the idea and implement it as soon as the idea is passed as valid

Relevant: increasing the number of motorbikes and pickups that will do courier services for us will help make the plan a success

Time-bound: this should happen in one year.

 

“I Want To Grow My Business Operation”

Specific: open three more branches countrywide within five years

Measurable: the objective is to increase operations and revenue for the business and this will, in turn, facilitate the growth to three more branches

Attainable: increasing my current selling space by 25% will mean more production and this can help me save for the planned growth to 4 branches countrywide.

Relevant: increasing production, operations and revenue will mean a larger client base thus the need for more branches will not be a wasteful idea after all.

Time-bound: the branches should be established within the next five years.

 

As much as an organization will work on ensuring their goals are smart. They will never be perfect. It is, however, important to ensure they are giving their teams tasks that are within their capability and make decisions using accurate data from their past operations while setting the new goals. The rest will work out just fine.

 

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business
effective marketing strategies

Creative Marketing Solutions

There are many creative marketing strategies that you can implement in order to increase outreach to customers and improve your bottom line. While many businesses are going above and beyond in their search for creative marketing solutions, you can simply seek to be creative within the 4 basic components of an online marketing approach (i.e. brand development, inbound marketing, content marketing and email marketing).

By seeking creative solutions within these 4 tactics, you can develop a successful creative marketing strategy. Here’s how:

Creativity in Brand Development

A creative way of increasing the relevance of your brand is by making your brand tell a story. Story-banding is an effective way to connect emotionally to your customers so they can see your products as having a greater purpose. You can achieve story-branding for your company by highlighting the inspiration behind your products and services.

Emphasize what motivates your company to achieve its goals (for example creativity, self-fulfillment, better health etc.), and incorporate your operations as a means towards achieving this goal. That way you can make your brand the hero of its own story, one which customers will relate to.

Read more on Defining Your True Brand Story and Bringing it to Life Online.

Creativity in Inbound marketing

A creative way to generate leads to your website is by having unique, yet appropriate content across all your channels. One approach you can use is to dedicate a portion of your site for product education.

If you are selling a well-known product, you could come up with creative ways on how the product can be used, how to make it last longer, behind the scenes details on how it works, etc.

One company that uses product education as a tool for its inbound marketing strategy is Gonesh Incense. The company produces incense products and has a DIY blog that contains videos on how their products can be used in many different ways; from re-using flowers after Valentine’s Day to making bath salts using their fragrance oils.

Such content is not only useful and appropriate to potential leads, but it also helps their brand establish trust and stronger relationships with customers.

Read more on The Benefits Of Inbound Marketing.

Creativity in Email Marketing

When you send out emails, incorporate interactive elements such as GIFS, rotating banners and menus. You could display an enticing sales discount or a new product launch by using a GIF. You could also categorize information about your product under different headings within a menu in the email.

This gives your customers the independence to browse product information and select whichever section they would like to read more about, right within the email.

Read more on Interactive Email Trends.

Creativity in Social Media Marketing

One way that you can utilize social media creatively is by developing targeted messages that appeal to common groups of people online, who you can bring together in relevant social media groups.

For example, a company specializing in manufacturing bicycles can create a fan page for cyclists and bring them together through targeted messages that contain useful information that applies to cycling. The more cyclists the company is able to attract to join the group, the more they can incorporate their branding into the fan page and begin to nurture their leads.

Read more on 8 Tips on Social Media Best Practices For Your Business.

Creative marketing solutions are the future of online marketing. By simply rethinking and refocusing the conventional ways through which you carry out your online marketing, you can be able to achieve creative marketing solutions and grow your bottom line.

email marketing program

b2b branding

B2B Branding Tips For The New Buyer

Over the past few years, B2B business has seen a dramatic shift in the decision makers involved in purchasing. Now more than ever before Millennials are at the forefront of the company decisions especially when it comes to purchasing. According to a survey conducted by Google 2015 was the first year that nearly half of all B2B purchase influencers were Millennials. This shift impacts not only the B2B branding message but where that message is displayed as well since most Millennials spend a majority of their day online.

One of the biggest differences between Millennials and decision makers in the past is how they evaluate and research potential purchases. The same traditional advertising that worked on baby boomers is not going to work on Millennials and chances are they’re much further down in the purchase funnel before they even contact you. Thanks to the Internet and social media, decision makers do their own research on what they need, want, and whom they want to work with.

With more than 87 percent of online Millennials using Facebook and other social media sites, it’s imperative that your business has a strong social media and online presence however it’s not as simple as setting up pages and scheduling out posts. Millennials are looking for brands that are approachable, easy to navigate and as odd as this sounds more human.  Even in this hyper-connected world people still want to be connected with real people, especially in B2B transactions. The most successful B2B companies have utilized their social media pages to reach out directly to their customers and build a sense of community with their brand and customers. It’s extremely important to assure your audience that you or your team of people will be there for them and that you can solve some of their pain points.

Read more on Using Your Brand Story To Reach Millennials In Business.

So, how does a brand convey all of this to their audience? Here are 4 things you should be talking about in your B2B branding:

Have a Purpose

Many argue that this is more geared to B2C businesses but that couldn’t be farther from the truth. Showing your company culture and your core values, or the reason why you do what you do is just as important in B2B marketing. Millennials more than any other audience are looking to work with companies that leave a positive impact on the world or those that have a great story about how they started.  Your brand values such as your mission statement and communication style will help create a personality and purpose behind your brand.

Read more on improving your B2B customer experience.

Knowledge

Potential customers are looking to solve a problem and they need to be confident that you will be able to solve it for them. Showing that you’re an authoritative source is one of the most important parts of your B2B branding.

Service

B2B buyers want someone that’s going to still make them feel that they have a 1 to 1 relationship even if they never communicate with you directly. Show them that you’re a company with real people who are willing to go the extra mile to get the job done.

Dependability

Showing that you can be depended on will take your brand messaging far. B2B buyers need to know that they can depend on you to get the job done so they can focus on other parts of their business. They don’t want to feel that they need to micromanage your work.

This generation is looking to be proud of who they purchase from. Today’s world is so much more transparent and connected and Millennials are not only used to that they expect you to be as well. It’s important that they are proud of who they buy from. By using ‘story branding’ companies can set a tone and feel for who they are and why they do what they do. With buyers getting inundated with so many screens and messages, stories help keep your B2B branding clear to your audience. The story with the strongest messaging that delivers an authentic feeling will stand out from the crowd. At the end of the day, B2B buyers are still, in fact, people and people love a good story.

  25 Website Must Haves For Driving Traffic, Leads & Sales

brand development process

The Brand Development Process Demystified

“A brand is a person’s gut feeling about a product, service, or company. You can’t control the process but you can influence it.” Marty Neumeier- Brand Gap

Grandeur, class, and opulence are what come to your mind at the mention of a Rolls-Royce. This is because Rolls-Royce has defined and positioned itself as such. A good brand should be a culture associated with something irreplaceable.

Brand development process is being able to influence your audience to believe that they are buying into an adventure, an identity. It needs careful formulation to represent your business properly. Based on recognizable brands, here is the development process solved:

Discovery

As you think of a way to create your brand, think of it as a person. Can you define your personality? Your analysis should be able to answer the WHY question- why a customer should buy from you and not somebody else.

SWOT analysis has been commonly used to give a clear picture of company characteristics. Identify favorable and unfavorable internal and external factors of your company. It stands for Strengths, Weaknesses, Opportunities, and Threats. Other analytic tools include PESTEL and Porter’s Five Forces which measure influence and competitive intensity in the outside environment respectively.

Read more on Discovering Your True Brand Story and Bringing It To Life

Positioning

“Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.” Theodore Levitt-Professor, Harvard Business School

Once you have discovered where you stand, develop your product promise. You must position yourself as provider of such to your audience. What is your unique selling proposition (USP)? Make your brand appeal different and focus on developing a unique USP applicable to your product/ service. Let your target market know that whatever you offer them is a solution to their problems.

Learn How To Strengthen Your Brand Through These Competitive Advantage Examples.

Visual expression

First impressions are the most lasting. Many customers are guilty of buying the packaging rather than the product. Think of all the people through centuries that have given their lives for a flag to appreciate the power of visual expression. Your brand development process should harness this visual reaction in people. Make them believe that your product stands for something, is different, and comes as authentic. Verbal expressions, design, packaging, sales and marketing are aids of powerful product impression.

Constant evolution

You can either change or let the change change you. Just like in football or any game, you have to stay relevant or face the bench. Your brand should be perceived as you want it to be long after you have launched your product. Constant evolution saves you from being obsolete and is vital in brand development process because it never stops. In order to be considered a brand, you should make your presence felt at all times by sustaining it. A good company always has ongoing research or audits to find out how to appraise their image, products, and services.

Learn The StoryBranding Process

homebuyer persona template

How to create a buyer persona template for the homebuilder market

When it comes to marketing to your target audience, using basic demographics, such as age, married status, income, and geography is no longer enough. That kind of information, while helpful, is still too general. Your home building services are going to appeal to certain types of buyers, which means you’re going to need to pinpoint who those buyers are in order to market your brand effectively. To do this, you’ll want to develop a customer persona (also known as a buyer persona).

A customer persona is a representation of everything that makes up your ideal customer. This persona does include some of the information that businesses typically use, such as basic demographics. However, an effective customer persona needs to go beyond just age and geography. The following is a customer persona template to help you better identify who your target audience is:

1. Collect Customer Data

The best way to put together your customer personas is by turning to your actual customers for information. Speak with 5 to 10 of your previous and existing customers. Don’t just speak with customers for whom you built homes. Speak with customers who you may not have completed a deal with, but who you had a good relationship with despite that. In fact, it might be easier to just ask previous and existing customers if they would fill out a survey for you. This way, you can create a survey that asks questions that will provide you with the information you need. Some of the information you should ask these customers include:

  • How old they are
  • Why they are (or were) looking to build a new home
  • What kind of features they were looking for (such as an open floor plan or a garage) and why they needed those features
  • Whether they’ve owned homes in their past
  • What they do for a living
  • What income level they belong to
  • How often they use social media (and what platforms they typically use)
  • How they found out about your company (this allows you to identify what channels to target)

In addition to gathering information from your current and previous clients, you can also find a lot of helpful data through your social media channels by studying the behavior of your followers. What kind of questions are they asking? Who else are they following? What kind of content do they share?

2. Create a Personality for Your Customer Persona

Once you’ve collected your customer data, you’ll want to organize it, merging the information you have into distinctive personalities. While you’re going to find that some information is similar (for example, you could find out that the income levels of your customers happen to be very similar), some of it will be different. Because of this, you’ll need to create multiple customer personas.

With multiple customer personas, you’ll be able to personalize your marketing to more effectively target the different parts of your audience. Each customer persona that you create in essence represents a different group of people. Because they’ll potentially have different backgrounds, different goals and different needs, you’ll need to adjust your marketing strategy for each one. Give your buyer personas names to help shape their personality, thereby making a stronger customer persona template.

Some customer persona templates also recommend going beyond demographics and personal background to develop a personality for each persona. For example, some homebuyers may carefully think over every decision they make, while others make more impulsive decisions.

Last, but not least, you should give each persona a name, an age range and a picture. This helps make it easier to figure out ways to reach this persona since it will make you feel like you’re trying to reach an actual individual and not just targeting demographics. This alone should allow you to be more effective at personalizing your marketing efforts.

How does one use buyer persona’s in senior living marketing? Click here!

3. Define the Goals and Needs of Your Customer Persona

As a homebuilder, one of your main priorities should be to position yourself to meet the specific goals and needs of your customers. The goals and needs of your customers are a big part of your customer persona template. Different buyers are going to have different needs. For example, some buyers may be looking to build a home to raise a family in, while others may be looking at the home building process as a short-term investment.

What’s important to understand about your audience is that goals and needs are going to vary depending on certain factors. These factors are often found in the demographics of each customer. For example, different generations tend to have different goals and needs. Someone in their mid-30s that’s just starting a family is likely looking for a house that they can raise their children in. Someone in their 60’s is likely to look for a home that they can age in place in, meaning that it’s designed for convenience and accessibility.

4. Identify the Challenges of Your Customers

Knowing what the challenges of your audience are will allow you to more effectively present your services as a solution. This means understanding what customers didn’t like about previous homes they lived in, what changes they want to make and what their personal preferences are. For example, maybe their last home had a yard that was too big for them to maintain, but they still want to be able to spend time outside on their property. Or maybe the challenge is financial — they have a limited budget to work with, but are expecting to expand their family in the future when their careers are further along. Realizing what these challenges are will make it easier for you to craft a clear and concise brand message to your audience

Understand that a customer persona template isn’t a one-size-fits-all solution — it’s meant to help you better understand who your customers are so that you can identify the homebuyers that would benefit most from the types of services you can provide as a homebuilder. Real estate marketing, after all, is about connecting the right customer to the right property.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

b2b marketing strategy

Integrating Story Branding With Your B2B Marketing Strategy

Marketers have realized that their audiences’ attention spans are getting shorter by the day. In an effort to get it back, they resort to anything to engage them: humor, sex, etc. However, it is one thing to get involved in a commercial and another to get involved in a brand. Successful brands market by forging a deeper emotional connection using story branding which is a part of attraction marketing.

In a technique called The Hero’s Quest, they create a story with a hero, a conflict, and a resolution. The hero has a certain drive like love that leads him to action past certain barriers and eventual conquest. Generating emotional connection with the story is what sells. To be successful in B2B marketing strategy, make your brand the hero of your own story.

Where story branding and marketing integrate:

Distinction

Consumers have vast amounts of choice today but are drawn to the one they can relate to. Distinction is vital in any marketing strategy. A good, realistic brand story enhances a brand’s overall presence regardless of its competitive position in the industry. The right perception hits the audiences’ emotional quotient, tipping it in your favor. Wrapping up your brand in a more meaningful story context further adds value to it. To fellow businesses, buying your product will mean getting higher utility compared to the others in the competition.

Humanizing your brand

A successful B2B marketing strategy is one that humanizes your brand. A brand story cannot be underestimated in doing the job. Individual experiences like those of Steve Jobs, when fed into a company message, go a long way in personalizing and even achieving celebrity like status for your brand. You can use employee or your founder experience for this. Although you cannot have complete control of your story, a little positive twist helps to strengthen it by making it more interesting. Your marketing strategy is even boosted further as a result. A story should be a corporate persuasion tool that leads your audience to you.

Read more on 4 Strategies For Improving Your B2B Customer Experience.

Emotion is more compelling than a straight fact

In spoken word, good oratory skills are regarded highly and can be more compelling when they involve more emotion than fact. Arousing an audiences’ emotion can create big turnaround in your brand path. The Royal navy for example, uses stories to boost confidence and productivity where it is expected of the military to have a tough, factual approach to communication. That B2B cannot use warm and emotive storytelling is not a true rationale. Make your story more willingly received and memorable to achieve greater marketing success.

Interplay

There is a two way exchange between telling a story and marketing success. Story branding strengthens your business whereas a good, stronger business performance reinforces your story. Similarly, poor performance becomes part of your brand story just as easily. A B2B marketing strategy can be shaped but success will always depended on perception. Story branding is one way of building this perception.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

Using the Buyer's Journey To Create Great Content

Using the Buyer’s Journey to Create Great Content

Today, great content is so important because it is the actual message you are delivering to potential customers. It should capture the attention of your target audience and stand out within the huge sea of content that surrounds us every day. This can be very difficult to do,  because marketing content is everywhere you look. But using the right techniques, will help make sure the target is reached in the best way.

The Inbound Methodology is about offering the right content to the right audience based on where they are within the Buyer’s Journey and developing buyer personas to help target the correct people in most effective way possible. What makes good, even great content? Constantly thinking in the mind of your buyer and where they are at in their decision process. This way all of your choices center around their needs and you will create content of value.

Using Your Audience

The content you create should help your reader solve their problems and help with whatever it is they are trying to accomplish. Be sure that the content you produce is something that your audience will want to read, share with their friends, and return to your company for further information. The ultimate goal is to be helpful to the consumer!

The best way to understand which format to use for your content is through your buyer personas. A buyer persona is a theoretical person within your target audience that is comprised of analyzed research. Buyer personas are the key to creating ideal content, because through them you are able to understand what they want to see, and when they want to see it. Thinking in this way, in the mind of your buyer personas, is extremely helpful in reaching your target because now you have entirely put yourself in their shoes.

Why Are Buyer Persona’s So Important

Using The Buyer’s Journey To Create Great Content

Another aspect of your buyer persona is how they will be moving through the Buyer’s Journey. Not only do we need to understand how to help our audience with their goals and challenges, but also what the buyer persona is looking for in each stage of their journey. Creating content for each stage in the Buyer’s Journey will help your visitors find the resources they need in order to solve their problem. The Buyer’s Journey has 3 stages: awareness, consideration, and decision. 

The Buyers Journey Explained Stage By Stage

The content made for the awareness stage of the journey must help the buyer persona define their problem and learn about it. This means simply educating the consumer about the problem they have. When the buyer persona is in the consideration stage, the content should help them discover possible solutions to their problem. Hold off on discussing your own products and services be discussed, the focus is still on providing useful information regarding what steps they can take next. Finally, in the decision stage you help the buyer persona choose the best solution to their problem, and therefore offer your services.

Focus on tailoring content to your buyer personas and where they are within the Buyer’s Journey to ensure that it will capture your audience’s attention, help your target with what they are searching for, and fuel your campaign.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

ingredient branding

What is Ingredient Branding & How Does It Work?

There are many different marketing strategies to employ to increase the value and name recognition of your business. There are traditional marketing strategies, like commercials, billboards, and events. Then there are digital marketing strategies, like social media advertising, contests/giveaways, and community engagement.

Each of these methods can be a great strategy for getting your business name out there, generating new leads and customers, and growing your business. If you’ve been in business for awhile and already have an established business name, then you have some potential advantages for increasing your business’s value and brand recognition. One of these advantages is a strategy called ingredient branding.

What is Ingredient Branding?

Ingredient branding is a marketing strategy where a component of the business is branded as a separate entity. This helps to add more value to the parent company and make their product/service seem superior to its competitors.

You’ve probably seen this strategy in use several times before without even realizing it. Here are a few examples of ingredient branding by large brands:

  • Dodge’s Hemi engines
  • Citgo’s TriCLEAN fuel
  • Dupont’s Teflon
  • Intel’s Intel Inside

Intel Inside is actually credited with the conception of ingredient branding back in the ’90s, and was the first success story of having an ingredient helping to promote their business.

Learn more on Food Retail Marketing to Millennials

How Does Ingredient Branding Work?

Each of these ingredients were developed and branded separately from the main business to make their product seem better. Dodge put together an entire campaign around “That thing got a Hemi?” to help promote the engines they use in their trucks. When Citgo started branding its TriCLEAN fuel, it was able to focus more on the quality of its fuel over its competition, rather than only competing with gas prices.

These two cases are specifically about an already well-known company branding an ingredient that it already uses to help increase value of its product.

But there are other ways that ingredient branding can work. Some products are already ingredients in and of themselves. Let’s think of a few:

  • Tide detergent
  • Arm & Hammer baking soda
  • Splenda sweetener
  • OnStar
  • Oreo
And so many more.

Let’s dive into these examples. Tide detergent is already a well-known brand. However, you’ll often see other cleaning supplies that contain Tide. Since these products know that consumers love Tide detergent, they’ve worked with the company to include Tide as an ingredient and help promote their product.

This works both ways, though. When Tide is included as an ingredient in another company’s product, it receives even more promotion for their own brand. So essentially, the financial deal struck between the two companies is mutually beneficial.

Arm & Hammer is another popular ingredient brand. You’ll see products like cat litter, toothpaste, and more that contain Arm & Hammer baking soda. Splenda sweetener is another ingredient brand that consumers will commonly see promoted among other products.

Back to vehicles, OnStar’s security service is seen as an amenity when buying a car. This means that customers will pay more for a car with this feature installed, which can be pretty valuable for an automaker.

And finally, Oreo is a popular cookie that is sometimes used as an ingredient in other products, like cookies and cream ice cream, McDonald’s McFlurries, and coffee flavoring.

Learn more about 7 Steps To Launching a Packaging Brand

Can Ingredient Branding Help Your Business?

If your business isn’t prominent enough to be branded as an ingredient, perhaps your business is one that can benefit from including an ingredient in its product or service. By including a well-known ingredient in your business model, you’re able to promise a level of quality that is already well-known to consumers.

One example of an ingredient in the digital marketing world is social media scheduling tool Buffer. If possible, many new SaaS companies in the digital marketing will offer Buffer integration with their service because they know how popular Buffer is.

Offering a well-known ingredient in your product or service can be a great way to promote your product to consumers who already use that ingredient in other products.

Ingredient branding is a great way to provide more value and marketability to your business. What are some popular ingredient brands that you’ve heard of?

Learn The StoryBranding Process