135. "From USP to Market: Translating Your Unique Brand into Actionable Strategies" with Jennifer Sutton

Dawn brings back Jennifer Sutton.  Our marketing maven from Bright Marketing is here again to share her expert tips on transforming your unique brand into market success.  Dawn and Jennifer talk about ads, promo and taking your brand and your messaging and what people need to know and converting that to your process and our products and services so people will connect what you worked on in the last episode to what you actually put in the marketplace. 

In this episode…

Who is Jennifer Sutton and whom does she serve? (1:31).
Advertising falls into four media buckets: paid, owned, social, and earned (3:56)
Social media marketing managers might not realize that some posts could be considered ads and need proper labeling. The common advice is to build "know, like, and trust" with your audience, but this might not apply universally. How should marketing strategies differ across industries and buyer types? (9:19)

What does this have to do with promo and advertising? (14:40)

So, advertising and promotion should generate returns, not just be an expense. There's a misconception, especially post-pandemic, that you just need to invest without seeing immediate returns.(16:15)

When discussing promotion and advertising, there's a second piece involved: branding, messaging, and crafting an image. While this may not result in an immediate dollar return, it builds marketplace presence and perception.(19:16)

Advertising must yield returns; otherwise, it's wasteful. Hiring temporary contractors for events may not be effective. Post-pandemic, every advertising dollar counts. Can you expand on this?(24:01)

Jennifer Sutton’s Information.

Website: https://orangewip.com/
Website: https://www.brightcomarketers.com/

Linkedin:https://www.linkedin.com/in/jenniferjsutton/

Twitter/X:https://twitter.com/JJMediaMaven

IG:https://www.instagram.com/jenniferjohnssutton/

FB: https://www.facebook.com/brightcomar