Mobile Market Advertising


Mobile marketing is a new advertising vehicle. Marketers are just now exploring the best ways to market their clients’ goods and services to the millions of people that use cell phones each day. Smart phones represent the fastest growing segment of the mobile telecommunication industry. Most cell phones are equipped with GPS signals and connect to the internet at moderately high speeds making cell phones a prime target for marketers.

There are a few key trends that are starting to show up when it comes to mobile marketing such as search engine marketing, local check – in apps, In- app advertising and opt- in notifications.

When you search for information on your Android phone, you are likely to see relevant text ads. You can actually set up your campaign to be completely targeted by mobile users. By setting aside a separate budget for mobile advertising, you can see how your campaign will perform over time.

Local check- in apps offer the ability for your clients to “check-in” when they visit your establishment. By encouraging your clients to “check- in”, you have the ability to spread word of mouth advertising for your company using their respective social networks.

Branding Ideas for Business


Create a character that will make your product and/ or service unique amongst your competitors. Before you begin, take time to sit down and research with your business partners’ and trusted family and friends. Discuss the image that you would like to channel to your clients, once you are convinced of the identity that you would like to achieve stick with it.

Your audience is one of the most important factors when considering a business as they are the ones that will inevitably b purchasing your products and/ or services. It is important for you to familiarize yourself with your target market. Tailor your products and services according to the needs and wants of your clients. You can also look into specific details such as age, income, hobbies, ethnicity, religion and family background. These specific factors will give you better insight into how you would like to market your product or services.

Identify the rivals- the competitors. Study their market strengths and weaknesses and most of all look out for aspects that you can utilize to develop a strong branding presence with minimal flaws.

Your logo must be something that your clients will like and never forget. Design an ingenious logo or hire a professional to design one for your company. Make sure to incorporate the brand’s message into the logo utilizing font, colors and overall format. Try to achieve a look that will make your logo as unique as possible.

Create a website that showcases your products and services and that is user friendly. Make sure to include information such as company history, products, picture gallery, testimonials and easy order forms for convenient shopping transactions.

Keep your clients updated not just about your products but also of the industry in a level that they will understand and appreciate. Blogging regularly will keep your client’s engages with your business.  Make sure to post these blogs to your website. Write blogs about new products in short featured articles. If you have products that require assembly or specific instructions, you can also make tutorials to assist your clients when they’re not in your establishment.

To connect with customers better and learn what they think, establish an active online presence on popular social networking sites. Sharing can come in the form of posting on social media accounts whether they were satisfied or unsatisfied with an item purchased. Build your online presence via engaging in virtual conversations.

Join business related events. Attend or better yet become a vendor at industry related events.  Getting your business out there is another way of branding. Join committees and organizations to further your experience as an entrepreneur.

Encourage your clients for feedback. It is highly advisable to ask your clients for feedback whether it’s through your website, social networking sites or printed forms. Always make sure to thank them for their time.

Be consistent with your brand’s message without sacrificing the need to keep up with the trends. Stick to your message as to not confuse your client’s. If you are looking forward to being that store that everyone talks about because it’s awesome, start with an awesome brand.


Branding is not about getting your target market to choose you over the competition, but it is about getting your prospective clients to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

  • Delivers your company’s message clearly
  • Confirms your company’s credibility
  • Connects your target prospects emotionally
  • Motivates the buyer
  • Concretes User Loyalty

To succeed in branding you must understand the needs and wants of your clients and potential clients. You do this by integrating your brand strategies through your company at every point of public contact.

Your brand resides within the hearts and minds of customers, clients, and prospects. It is the total of their perceptions and experiences with your company. You may be able to influence some potential clients and some clients you will not be able to influence.

 It's important to spend time investing in researching, defining, and building your brand.  Having a strong brand is invaluable. Your brand is the source of a promise to your clients. It's a foundational piece in your marketing communication and one your company must not be without.


Branding Opportunities to Boost Sales

How can your customers and the outside world interact directly with any element of your business?
These elements can occur before, during and after a sale. Each interaction is an invaluable tool for building brand loyalty and generating word of mouth advertising and sales for your business. Branding often times feels like an abstract idea however, honing in on your most influential touch points you will be able to deliver on your brand promise from start to finish. Branding is about taking control of a perception and actively shaping people to view your business personality. Utilize strong products and a clever marketing strategy to land wholesale accounts.

As you define your brand promise and the impact of your various touch points make sure to include the value that you are providing for your product, what unique attributes set your brand apart from the competition and how will your customers feel after engaging in business with your company. For example if you decide to retain Ivy Branding and Marketing Group as your agency you can expect a one on one consultation, hand held personalized customer service, an original marketing strategy, the

creation of brand identity and so much more…….

Once you know exactly what you are promising to deliver to your customers you can implement concrete strategies at each of the touch point opportunities and measure their impact over a period of time.

Using Keywords to Market Your Business

Did you know that almost all search marketing revolves around keywords? Keyword advertising is a method of advertising on search engines by utilizing keyword research. Make sure to choose the right keywords for advertising. It can mean the difference between a thriving ad campaign or a nose dive. The more relevant your keywords are to your business and website the more cost effective your online marketing campaign will be when you purchase keywords. Always select keywords that relate to your business, then craft ads that incorporate these advertising keywords. When visitors click on your ads in the Search Engine Results Page, you pay the specified amount on the keyword. This is known as pay- per – click advertising.
Keyword advertising is an investment. The amount that you spend on buying keywords when you advertise on Google through bids is determined via how competitive a keyword is. The secret is keyword advertising is to figure out exactly what keywords work for your business at a more affordable rate and yet the keywords are highly relevant through keyword research. These extremely valuable keywords are often referred to as “long tail keywords”.
Organization is an essential tool when utilizing keyword targeted advertising. To receive your maximum return on investment it is crucial to group your keywords effectively. Grouping keywords semantically makes for an easy ad creation. Organizing your advertising keywords as it enables you to create and write text that applies to related terms easily. Organized keywords will create a valuable benefit for your pay- per- click keyword advertising campaign

Advertising Strategies

Which ad strategy is best for your company? The key to advertising is finding an advertising channel that
best fits your company’s profile and industry and then using it for the biggest bang for your advertising
dollars. At the end of the day it is not about how much you spent on advertising, or how many people
viewed your ad it is about how many clients you bring into your establishment. No advertising strategy is
foolproof. There is always going to be some initial trial and error before you figure out what advertising
strategy works best for your company. You will get better results and waste less marketing dollars if you
take the time and do your homework.

Print advertising can still be a great way to target a specific niche market. No media outlet reaches
more people than television. While broadcast advertising is very popular amongst advertisers it is
difficult to track your company’s ROI. If a general demographic is what you need then television can
be a great advertising tool. Direct TV is better for small business owners. Both broadcast and cable
television networks offer direct response commercials at a fraction of the cost of the traditional spots.
If you are looking to reach a targeted demographic while people are commuting to and from work there
is nothing like radio commercials. Radio often includes on air introductions, contests and giveaways.

Directory advertising may be old school but, if you are in the service business directories are the most
affordable way to advertise your small business. Outdoor advertising such as billboards, subways, trains,
ferries, airports, malls and bus shelters work wonders for restaurants, jewelry stores, dentists, lawyers,
trade schools and franchise businesses. Internet advertising is an easy way to measure and track site
information and click- through.

Whether you choose an online, broadcast, print, directory advertising campaign, it pays to do your
homework before investing advertising dollars into any campaign. A little planning will ensure that you
will know exactly how your advertising dollars will be spent and if it fact is it effective in your industry.


Keeping an Eye on Marketing ROI

Not all marketing or advertising budgets are set in stone. There may be times that your business may need to showcase a new product or service and you will need to utilize and unplanned marketing tactic such as hosting an event or advertising locally.

It is more important to determine whether sticking to your initial advertising/ marketing budget is helping you obtain your marketing goals and bringing your company a return on investment rather than to adhere to a rigid, fixed marketing budget. This is why it is important to include a plan for measuring funds that are spent on marketing. Consider what impact certain marketing tactics have had on your revenues during a business quarter compare it to another time period where your marketing activities differ. Consider the marketing activities that worked as well as those that did not work. You don’t have to necessarily cut out the tactics that did not work but, access the time frame or whether marketing dollars need to be spent marketing in other places.

Some marketing tactics are difficult to measure such as printed materials that include brochures and sales sheets. However, remember these are branding staples and are marketing tools that all businesses need to market their businesses.

Marketing plans should be reviewed and maintained on an annual basis. If you need to launch a new product or service take the time and re- visit your original marketing plan or develop a separate marketing campaign.

In the end the time that was spent creating and developing your marketing plan is time well spent. The time spent defines how you connect with your customers. That’s an investment definitely worth making!



Christine Fiorenza   Debi Surmanek


Developing a Marketing Plan for Small Business

One of the best ways to prepare yourself is to develop a solid marketing plan. A strong marketing plan will ensure that you stick to a schedule and marketing budget.

Marketing takes money, time and lots of preparation. Your marketing plan will include everything from understanding your target market, your competitive position in the market, how you intend to reach that market and differentiate yourself from your competition.

Your small business marketing budget should be a component in your marketing plan. Your marketing budget will outline the specific costs on how you are going to achieve your marketing goals within a certain period of time.

If you do not have the funds to hire a marketing agency there are resources available to guide you through the process of creating a marketing plan and developing a marketing budget for your business.



Christine Fiorenza- Debi Surmanek


Advertising Solutions

Most business owner’s first inclination is often to cut the marketing budget when sales slump due to a slow economy.

Become an expert and submit articles related to your business to the local newspaper, professional organization newsletters and trade journals. Choose a topic that reflects your business and make sure to include your company name within the article for example- Ivy Branding and Marketing Group “Watch us make your business grow”. Whenever your article gets published make copies and send them to all your current and potential clients. Become a great public speaker, presenter or workshop leader for professional conferences. Research the contact names at your local Chamber of Commerce and utilize the list as a way to meet potential customers. When you get the opportunity to market, brand or advertise your business make sure to collect guest business cards for a prize related to your business.

Reward your referrals with free merchandise or services that turn any lead into new business.For example since we are a full service Advertising, Marketing and Branding Company we could offer a percentage off the client’s order. Make the most of free advertising and free public relations. Be sure to send a press release or simple email to local newspapers.

Make sure to give back. Sponsoring a charitable event, donate promotional materials and time. Contact the press before and after the event to get your name out there. Most charitable events will create some sort of flyer, brochure, signage, ticket, postcard and advertising campaign in which your company name and logo will appear in the advertisements.

Christine Fiorenza and Debi Surmanek


Social Media Marketing Tips for Trade Shows

In this day and age Trade Shows are a critical component of any Business to Business marketing mix. They involve considerable marketing investments from companies such as booth space rental, design and fabrication of displays, interactive content, promotional items, travel and more.

To help maximize ROI and create awareness many companies and organizations turn to social media to improve their success at trade shows.

Long before you start your trade show awareness campaign make sure that your brand is discoverable on social media. Platforms such as LinkedIn, Facebook, Twitter and Youtube are still dominating social media marketing. Newer platforms Instagram and Pintrest are fast becoming popular due to their visual nature.

Make sure that your social profile is up to date. Put your best foot forward. Directing people to your social network and to have them find the most recent posts from 6 months ago does your company a huge disservice. Having an up to date profile not only makes your company look more professional, it helps bridge the gap between real world touch points and your brands presence.

Use social media to create a pre- show buzz. The key is to move beyond the general announcement. Showcase who will be there, free giveaways, raffle prizes and what attendees can learn via stopping at your booth.

Incorporate social media into your corporate website and email marketing. Understand that social media is a one-to- one marketing strategy. A mistake that many companies make is treating social media as a mass communication strategy. Remember customers are quick to vent their frustration and dissatisfaction with a company on social media. Getting your marketing/ social team up to speed on customer service and online conflict resolution can actually diffuse negative feedback via courteously taking the conversation offline. This will convert critics into advocates for your company.

Share your trade show experiences with those that are unable to attend. Post videos, photos, locations and insights while the event is going on. Utilize this information on social media and please don’t overlook the fact that these materials captured can be used to recap the trade show experience where you and your team can share what you and your team have discovered and reflect where your business or industry is headed.

Christine Fiorenza           Debi Surmanek

Partners at Ivy Branding and Marketing Group


Senior Wellness and Wealth Seminar III
Thursday, May 14th
The Historic Old Bermuda Inn
12 Noon start time
Free seminar and lunch to seniors. RSVP to 718-356-2867

New Location

Same Business

Same Partners

New Location

12 Eltingville Blvd. S.I.N.Y. 10312, 2nd Fl Suite