| Toyota, Home Depot, Ritz Carlton...there's no | | | | branding discussion rests in the domain of |
| substitute for a strong brand name and top-of-mind | | | | face-to-face SALES. If you can get in front of a |
| awareness among your target customer group. But | | | | customer and engage him in conversation, your |
| how can you build your brand when you are in the | | | | likelihood of creating interest (and orders) skyrockets. |
| early stages of growing your company and have the | | | | All things being equal, your budget dollars should rise |
| unavoidable expenses related to pre-market science | | | | in direct proportion to your chances of one-on-one |
| and development, regulatory compliance, intellectual | | | | interaction with a real, live customer. You can spend |
| property protection, not to mention payroll, inventory | | | | a lot on tradeshows, but here are a few tips for the |
| and all the other essential costs. Let's take a look at | | | | early-phase company to keep costs down: |
| some ways to get the biggest bang for your buck | | | | 1. Booths - there are many inexpensive 10 and 20 |
| as you begin building your brand. | | | | foot booths out there. Get one...preferably one that |
| IMAGE - Before you go any further, you must decide | | | | is modular and can be set up as a table top as well. |
| what primary message you want your audience to | | | | For extra cost savings, get one that can checked on |
| associate with your name. Let's assume you make | | | | a plane or air shipped in to avoid shipping and drayage |
| minimally invasive total knee prostheses. Do you | | | | fees. |
| want your customer to think..."yet another knee | | | | 2. Graphics - put your money in images, and make |
| implant", or do you want them thinking "reproducible | | | | them eye-catching and communicative. |
| surgical technique" or "happy patients, returning to | | | | 3. Video - if you have video, use it. Get a table or |
| their normal, active lifestyle?" It's basically a features | | | | video stand. Moving images catch attention. |
| and benefits question. Your surgeon-customer is likely | | | | 4. Hands-On - if possible, have something customers |
| more interested in happy patients referring their | | | | can "DO." |
| friends and family than she is in the NASA-derived | | | | When meeting attendees walk down the aisle, you |
| biomaterial that you have cleverly incorporated into | | | | have a fraction of a second for them to (1)see your |
| your device. Typically you will want to focus on the | | | | booth, (2)understand the concept of what you offer, |
| benefits you offer your customer or your customer's | | | | and (3)make a decision to come into your space to |
| customer when thinking about IMAGE. ADVERTISING | | | | gather more information or "do" something. |
| - If you are just building your brand, think twice | | | | Whatever you choose to do, make it compelling. |
| before spending on advertising. | | | | COLLATERAL - Your printed material should (almost) |
| When and if you do choose to advertise, shoot for | | | | always be hand delivered by someone from your |
| small, targeted venues. If you are a distributor in | | | | sales organization. No matter how beautiful and |
| Omaha, consider the Omaha Orthopaedic Society | | | | compelling your brochures are, they are almost |
| newsletter. It goes to every orthopedist in the city | | | | always more interesting to you than they are to |
| and is widely read because it contains information the | | | | your customer. DO NOT COUNT on a customer |
| doctors find of value. You get the picture. Your ideal | | | | curling up with your brochure by the fire on a |
| vehicle is one that is tightly focused on your target | | | | Saturday night. See my complete article on |
| group, one that your customers have an inherent | | | | developing BIG collateral & promotions on a small |
| interest in reading, and one they would appreciate | | | | budget. POINT OF SALE PROMOTIONAL MATERIAL |
| your supporting with advertising dollars. WEBSITE - | | | | - Here's a high-leverage opportunity. Your reps will |
| Of course you have to have a website. The good | | | | love taking in well done promotional items. It's their |
| news is that for a modest investment, you can | | | | chance to shine in front of the customer; to appear |
| create a KING-SIZED image on the web. The web is | | | | selfless in their quest to provide "something of great |
| a great equalizer! | | | | value and appeal" for nothing. The keys to remember |
| 1. Web Address - it's key to secure a great web | | | | are the following: |
| address; one that is easy to remember, catchy, | | | | 1. Maximum Lifespan: for example, a well done |
| descriptive and definitely ..not.net,.biz, or.anything else. | | | | calendar could hang around an office for a year. |
| One company that made devices for joint stiffness, | | | | 2. Appeal: that calendar with great art and imagery |
| snagged the web address "GetMotion.com". Names | | | | has a better chance than the old bank calendars with |
| are cheap to secure, so take all the names that you | | | | the fold-out easel stand. |
| think you may want hold them if necessary. | | | | 3. Useful: put the eye-catching calendar on a mouse |
| 2. Shop Around for Web Developers and Hosting - | | | | pad so it's used every day and you just may have a |
| Many will quote you thousands of dollars to develop | | | | home-run. |
| your site and more to host it. You can get a very | | | | In the early stages of a new business cash is king. |
| sophisticated site for a few hundred dollars and a | | | | You need to build your brand and you need to do it |
| small hosting fee. There are lots groups to choose | | | | in the most cost-effective way. Some things you |
| from, but one that I've used is Triton Business | | | | have to do. Build a website, but watch your budget. |
| Design at You can be up-and-running quickly with a | | | | Unlike baseball stadiums, simply building a site does |
| larger than life image, and a negligible dent in your | | | | not guarantee that "they will come." Load your dollars |
| pocketbook. | | | | in areas where your sales people are in front of |
| TRADESHOWS - Now we begin to consider "manned | | | | customers. Nothing you can do from the corporate |
| vehicles." Websites, direct mail and print ads require | | | | office will compete with what a great sales person |
| the consumer to do the work. The remainder of our | | | | can do in person. |