5 Things the Most Well-Known Brands Are Doing & You Should Too - Smart Agency Masterclass: Podcast for Digital Marketing Agencies

5 Things the Most Well-Known Brands Do & You Should Too

By Jason Swenk on July 26, 2017

How can you turn your agency into a highly sought-after brand? Today’s guest knows how because he’s done it for brands like OxiClean and the George Foreman Grill. In this episode, learn the 5 key strategies to building a brand that gets has new agency clients beating down your door.

In this episode, we’ll cover:

  • How the right positioning can drastically change your business.
  • 5 things you can implement right now to build a more successful brand

Today’s guest on the show is Rick Cesari of Cesari Media, the agency he founded over 20 years ago. They specialize in building brands that sell products direct to the consumer. Over his career, Rick has worked some amazing brands such as OxiClean, George Foreman Grill, Rug Doctor, and Sonicare to name a few. He’s here to share the secrets to building these amazing brands so you can apply them and grow your agency.

Why You Might Need to Reframe Your Brand Positioning

Have you ever heard of The Fajita Express? No, you haven’t. But I’ll bet you have heard of the George Foreman Grill.

One of the first times Rick was approached to help with product branding it was for a grilling machine called The Fajita Express. It was a slanted grill so the meat could slide right into taco shells. It didn’t sound too groundbreaking to Rick but with his help repositioning, that grill became the George Foreman Grill. As you probably know, it is marketed for its ability to drain grease away from the meat. They’ve sold over 30 million grills since then!

5 Keys to Building a Better Brand

With over two decades in the direct response business Rick has discovered some consistent themes to building brands. These are easily adaptable from product to service-based agency business.

“Figure out a good way to position so you’re different than everyone else.” ~ Rick Cesari Click To Tweet

1- Develop a Unique Selling Proposition

A USP is the foundation of building a better brand. It’s the single most important factor clients use when deciding to work with you over your competition. The best type of USP for an agency is a niche or specialization that helps you stand out. When you show expertise in a specific area you develop a reputation for being the best. You will become “the choice” rather than just “a choice.”

2- Position to Stand Out

Rick says he tells his clients to sell benefits or results rather than features. In the agency industry that means you should be marketing the ways your agency can serve your clients. Show clients what you can do for them and how you are the trusted advisor who helps achieve their desired results.

3- Deliver More Value

When you are laser focused on particular niche you can drill down and really understand the intricacies of that industry. Then use that understanding to exceed expectations. For example, when Rick’s agency was helping OxiClean he says they always sent a larger container than what the customer expected and included free samples of other products. This is a great strategy for growing revenue from your existing client base.

4- Always Listen to Your Clients

Speak to satisfied clients – the people who have already had success working with you – and see what they liked and disliked. Use the positive feedback when crafting your marketing messages, in your new business proposals, etc. When you get input from existing clients you can use that information to understand and then market toward the benefits of working with you.

5- Procure and Use Authentic Testimonials

Today’s decision makers want to hear from others in their same boat. Talk to your clients that are getting great results and ask them to share their story as a testimonial. Social proof such as testimonials (particularly video testimonials) will go a long way with your prospects. It’s a very powerful message when current, happy clients share their success stories.

Above all else, Rick’s best advice is to be unique. You can’t be everything to everybody so focus on an industry or segment of the population that you help best.

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