Lori Skope Brand Development

09/23/2021

This is Rabbi Aimee, who works at a client of mine Pasadena Jewish Temple & Center. And she is AMAZING. As a fellow working-from-home-mom, I was so moved by the stressful situation she found herself in and how composed and cool she moved through it. Such an inspiration. A must watch.

10/22/2019

As Adweek points out in a recent article, your consumer wants and needs should be at the core of your marketing strategy.

One key takeaway from their article is that a “deep understanding of what people want is the first step in building a brand with values that are aligned with its consumers.” Understanding your audience through demographic research, buying behavior studies, and focus groups is essential to determining how your brand speaks to them.

Another great takeaway…"In a report published on CNBC last year, which surveyed females between the ages of 13 and 24, 67% agreed with the statement that ‘being true to their values and beliefs makes a person cool.’” Whether you are marketing to Gen Z or not, the importance they put on staying true to yourself has always been a strategy for success in brand marketing. As a Gen X’er myself, I don’t know that I will take advice on everything from a Gen Z’er…but they speak the truth on this one.

https://www.adweek.com/brand-marketing/why-brands-need-to-put-the-consumers-wants-and-needs-at-the-heart-of-marketing-strategies/

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They want to be aligned with an organization’s values.

10/14/2019

I HAVE AN ANSWER TO THE QUESTION:
"When starting a business, how do you prioritize your marketing efforts?"

There are so many steps that need to be taken, or can be taken, to help successfully get your business launched. It can be overwhelming. The article I published on LinkedIn breaks down some key considerations and helps you know what needs to come first.

Focusing your efforts when starting a business is as much about sequence as it is about allocation of time and effort. And branding comes first.

09/26/2019

A highly effective (both in results and cost-efficiency) marketing strategy for emerging or startup small businesses is focusing on micro-communities. Micro-communities are groups of any size that have come together due to a very particular commonality, beyond just residing in a common area. If you are a new company, and you want a higher ROI for your marketing efforts, micro-communities in your local area with members that mirror your core target audience is your low hanging fruit - your strongest potential customers. They are the people most likely to buy your product or service, they come together to discuss and seek out products like yours, and they are in your backyard which allows for a stronger personal connection to be made. Successful marketing is about the quality of the people you reach, not the quantity…cut the fat and aim for those most likely to purchase.

To learn some effective strategies for micro-community marketing, check out my LinkedIn article at https://www.linkedin.com/pulse/what-good-marketing-strategy-my-emerging-small-business-lori-skope

08/22/2019

Social Media is an amazing platform for getting your brand out there, and companies with budgets look toward collaborating with influencers to help expand their reach. But, beware...there are so many ways to fake your following. Yes, the number of followers is real, but they are not acquired in an organic way that establishes true interest in the influencer and an influencer's ability to reach and engage their following. The result is an influencer that can charge high rates for collaborations, but the ROI won't be there.

Do your research on any influencer you consider for your marketing strategy! Don't just look at the numbers. Look at what types of followers they have, whether followers are commenting/liking/engaging with their posts, talk to other companies that collaborate with them to find out their experience and ROI levels. Date your influencer before you buy them a big ring and propose.

Here's an article from the AMA that outlines how some of this "faking" happens.

https://www.ama.org/marketing-news/fraudulent-influencer-marketing-is-costing-brands/

American Marketing Association

Losses due to fraudulent influencer marketing reached $1.3 billion this year and are on the rise.

08/16/2019

MARKETING TIP:
SHOW MORE & TELL LESS

Visuals catch the eye before text and evokes more emotion as well. In fact, too much text can make your ad/flyer/marketing tool too “busy” and less impactful. So, show as much as you can visually to connect with your audience, and tell only what is necessary.

08/12/2019

I love this talk by Alison Ledgerwood. She talks about the social psychology of dealing with gains vs losses, and how losses stick and affect your future thinking. Food for thought not only in our personal lives, but also in our marketing tactics.

https://www.ted.com/talks/alison_ledgerwood_a_simple_trick_to_improve_positive_thinking?utm_campaign=tedspread&utm_medium=referral&utm_source=tedcomshare

Why does a failure seem to stick in our minds so much longer than a success? According to social psychologist Alison Ledgerwood, our perception of the world tends to lean negative, and reframing how we communicate could be the key to unlocking a more positive outlook. In this sharp talk, Ledgerwood....

08/07/2019

AN ANSWER TO THE QUESTION:
HOW DO YOU BUILD EMOTION BEHIND A BRAND?

Building emotion behind a brand is an important tactic for creating a connection with consumers and building brand loyalty. In fact, while logic and reason can play a large part in the buyer’s decision making process, emotion is the factor that can sway them into making the purchase and keep them coming back.

So, how do you build emotion behind a brand? Check out my article on LinkedIn for the answer.

Building emotion behind a brand is an important tactic for creating a connection with consumers and building brand loyalty. In fact, while logic and reason can play a large part in the buyer’s decision making process, emotion is the factor that can sway them into making the purchase and keep them ...

08/02/2019

Don’t forget to actually COLLABORATE when you are working with an influencer. And, remember...it’s not only important to get your brand message across, but it’s also important to express it in a format that suits the influencer’s organic style AND give both your audience and the influencer’s followers what they want.

08/01/2019

I have found that a large contributor to the success of a company, whether large or small, is the ability for your team (or multiple teams) to collaborate. Sharing knowledge, discussing goals, trading ideas and weighing in on decisions from various perspectives keep the company geared toward its common goal(s) and can expand your ability to capitalize on opportunities and find ways to be economical and efficient.

Before the digital boom, I sat on numerous Synergy Task Force conference calls, and filed away a drawer full of transcribed notes. But, today, there are endless software programs that can help you collaborate in the most effective ways. Entrepreneur.com recently posted an article that provides a handful of suggestions to get you started on collaboration tools that can work for your company.

https://lnkd.in/gZK5fyi

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Here are seven solutions to empower better collaboration at your organization.

07/30/2019

I HAVE AN ANSWER TO THE QUESTION...
HOW DO YOU DECIDE ON A BRANDING STRATEGY?

You have realized the huge benefit to being strategic about building your brand. Now what? Where do you start? Below, I have broken this task down to some core concepts and steps you an take to be on your way to an effective and unique branding strategy that is right for your business.

Your branding strategy is going to depend on a essentially three key factors:

Brand mission - What are you trying to accomplish? What are you trying to be? What are you trying to deliver to your audience?

Product/Service Essence - What are the key descriptive elements of the product or services you are offering? What is its “personality”?

Core Target Audience - Who is your ideal consumer? What are their demographics? What are their purchasing behaviors? What are their likes and dislikes?

Once you have nailed those down, you need a little creativity combined with logic to create some brand assets that reflect your brand mission and identity and will also make your brand recognizable as a source of something desirable for your core audience. THESE ASSETS ARE INCLUDED IN MY FULL ARTICLE ON LINKED IN...CLICK ON THE LINK TO READ MORE.

You have realized the huge benefit to being strategic about building your brand. Now what? Where do you start? Below, I have broken this task down to some core concepts and steps you an take to be on your way to an effective and unique branding strategy that is right for your business.

07/29/2019

Video killed the radio star, and it's killing it on social media as well. If you are looking to grab attention, look into what kind of video you can share.