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Brent Allan
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A great book I have been reading on marketing is called "Your Marketing Sucks". It is available at Borders. One of the best marketing books I have read.

It talks all about how brand recognition should be a side effect of your marketing efforts, and not a goal unto itself. Any marketing money spent that cannot be definitively attributed to more sales and actual money in the bank is worthless. Especially marketing that costs you money and only generates "brand awareness," and not actual sales.
Turn your business card into a relentless salesperson that brings you business!
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Inner circle
Reno, Nevada
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GREAT post Brent,

THAT *IS* the entire point I've been saying all along.

If there are no dicernible, accountable *RESULTS*, then is it the best use of even a single penny of your hard-earned maketing money???

Look at the artical Rick reffered to from the SAME author of "Your Marketing Sucks!" a few posts above. (It's about his book reviewd in "Business Week")

I remain at your service and in HIS Service,

YES, It's a GREAT BOOK! i know that *he* abides by the notion of *THINK & Grow Rich!*
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

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Harris Deutsch
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Has anyone bothered to check out "Your Marketing Sucks" the book by Mark Stevens that was mentioned in the link above?

Harris Deutsch aka dr laugh
music, magic and marvelous toys
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Eternal Order
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Once again every single post makes me very glad I opened up this forum weeks ago. Thank you all for putting in your 2 cents worth. I am learning quite a bit and hope that my information is useful to others as well.

I will change the pace a little bit and address an area that someone had mentioned and asked about and that I feel I have background in.

Will had asked about wether branding refers to logos and identity. Dean answerd this very well so I will not go into it too much. I will only state that the logo is only a small part of an effective brand identity and message and is only a small part of your total marketing tools.

I just feel that too many people overlook this very important tool in their own marketing tool box. A strong logo or mark can really help to tell the client exactly who you are and what you do and what you are all about. It does this in the simplest of ways and hopefully leaves a lasting impression in their minds.

A logo, or any promotional material, should not be just thrown together or made to "look pretty." This does you and your client no good. It must look professional in every way and also explain the features and benefits you provide to the client.

Keep in mind that your marketing materials are a direct extension of you and your show. Often times your materials are the first impression a client will ever get of you.

Continuity is also very important. In any good marketing strategy, you want to make sure that your brand message is getting across to the people without confusing them. Continuity of look, design and message will keep the client understanding where you are coming from. If your client has to think where the piece came from or struggle to understand different messages in two of your pieces, then your only hurting your marketing and confusing the client.

By doing some of the things I mentioned above your end result will be just that.. RESULTS! The bottom line is that any marketing campaign is only as succesful as the amount of shows you gain from it and money you end up in your own pocket.

Try some of these ideas and I am sure you will see a direct impact to your own bottom line.

As always, if anyone would care to see samples of logos, marks or marketing materials, please send me a PM and I will be happy to send you out some. I know it is often times very helpful to see examples to understand certain concepts.
Kyle Peron

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The Socialist Republic of the USA.
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Harris... RE: Your Marketing Sucks

I bought it a few days ago and I'm tearing through it.

It's a fabulous book. He takes most every opportunity to bag the "Clio" winners that are so ineffective.

Makes mention of a particular company that spent millions on a campaign, ultimately lost millions more, and because the campaing itself won an award, the head of the campaign got a promotion and a raise...for costing the company millions.

It's a fabulous book and I'd recommend it for a good read.

Robert Bloor
"That whenever any Form of Government becomes destructive of these ends, it is the Right of the People to alter or to abolish it, and to institute new Government,"
-The Declaration of Independence
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Eternal Order
Philadelphia, PA
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Robert brings up a very good point. It does not matter how pretty or how great the ad or marketing piece is designed, if it does not generate new business for you, then it simply does not work at all. It really is that easy.
Kyle Peron

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