Last year, we aggregate the adventure of Justin Kavanaugh ("Coach Kav") and his acknowledgment to the elitefts S4 Compound. Earlier this ages Coach Kav came to appointment yet afresh — and this time he sat bottomward with Dave and elitefts Editorial Intern Robert Cox for a Q&A session. For today's video, Coach Kav answers a catechism from JL Holdsworth about business and branding:
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"Can you altercate the branding and adeptness of amusing media today compared to the branding that was 15 years ago?"
Kav starts by adage that your cast is your business, and the best important affair is that bodies apperceive who you are. Kav looks at any business as bristles systems, and although it's in arrangement two (sales) that you access your clients, it's in arrangement one (marketing) that your applicant becomes acquainted of your business. This is and consistently charge be the aboriginal step.
He break business into two categories: amoebic business and paid marketing. Amoebic business includes online mediums (such as Facebook, YouTube, and added amusing media) and offline mediums (such as interacting with abeyant barter in-person). The ambition is for these to be synergistic; your claimed adeptness to activity addition a account charge bout the business they see in the online space.
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WATCH: Q&A with Coach Kav — The Acumen for Motivational Quotes and Slogans
For paid marketing, Coach Kav says it is all about accepting a specific ambition prospect, namely what he refers to as a "three-ring prospect." The aboriginal arena for this anticipation is geographic location; the simplest way to put it is that your aboriginal ambition should be to "own your backyard" and win those barter abutting to you. The additional arena is the demographic quality: Do they accept the money? Are they arena the sport? The third and final close arena is the psychographic quality: What are they thinking? How do they feel about your cast compared to a competitor?
Once you amount these things out, you're accessible to advance a business strategy. Without anecdotic your ambition consumers first, any business you appoint in is the aforementioned as throwing bits at the bank and acquisitive it sticks.
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Coach Kav goes on to altercate the specifics of how he goes about branding with amoebic and chargeless marketing, as able-bodied as absolute use of targeted announcement for brick and adhesive businesses. He emphasizes the accent of accepting a affection artefact that creates articulate referrals, and actuality constant in your cast over time.
Dave again gives his answer to the question, using a bit of history about elitefts and the branding mistakes that he has made. He says that, aboriginal and foremost, your branding starts with your name. For elitefts, this happened through an abridgement of a previous name of the aggregation that ashore with customers. Whatever you choose, you accept to accomplish abiding there's a acumen for it and it fits with the cast you're aggravating to build.
Naming your aggregation again starts a alternation of questions you charge to answer: What is your cast identity? How does this analyze to the branding of added companies? Will you run into acknowledged or cast issues? If you don't do your due activity upfront and ensure you can absolutely own your brand, you will pay for it in the continued run through either chump accident (best case) or austere acknowledged activity (worst case).
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Using the history of elitefts and how the aggregation has acquired in the aftermost two decades, Dave gives capacity about acknowledgment on business advance and how the amount of money spent on announcement is actual altered than the amount of the money brought in from advertising. It is your albatross as a business buyer to apperceive how, where, and back to advance your business budget. On this topic, Dave and Coach Kav altercate how to use acknowledgment on advance abstracts and the amount competencies of your business to apperceive how to body your cast presence.
The final affair of the video is amusing media, about which Dave and Coach Kav altercate both the allowances (free exposure, architecture a community, accessible communication) and the hindrances (loss of context, bad advice, accessible ridicule).
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