Reprinted from a blog post of Phyllis Zimbler Miller as a National Internet Business Examiner.
You have your brand – your core business – and you want to expand. You want to take your expertise and offer it to other markets.
First question: Do you really want to do this? Of course you do. Once you’ve established a certain level of expertise in one area, it’s natural to expand that expertise into a related area.
Second question: How do you figure out what area you should expand into? Two answers: Either it’s a well-thought-out decision or an eureka moment.
Mine was an eureka moment. I suddenly realized that there was a natural extension of the Miller Mosaic Internet Marketing Program brand.
I’m not ready to reveal this extension yet, but there’s a good hint in the following real announcement:
Unpaid virtual intern opportunity this summer for a business school student – either undergraduate or graduate – to undertake an Internet project that will look good on a resume. Contact me at pzmiller@millermosaicllc.com
And what about an example of a brand extension?
Let’s say you have an online gift basket business. Up until now you’ve been targeting individuals who order gift baskets for a variety of occasions. Then you learn that some hospital gift shops have closed due to a lack of volunteers to run these shops.
A brand extension would be approaching hospitals with an offer to be their online gift basket supplier with a percentage of each sale going to the hospital. (Basically the hospital has an affiliate relationship with you.)
You now create a separate website targeted at partnerships with hospitals, and you even work with these hospitals to determine what gift basket products are safe for hospital patients.
You’ve extended your brand by going from an online gift basket purveyor to working with hospitals to provide patient gift baskets with the hospitals getting a percentage of the sales.
And I’m excited about my eureka brand extension idea because it’s compatible with the Miller Mosaic Internet Marketing Program’s solution to the problem of people feeling overwhelmed by too much internet marketing information at once. (I have repeatedly read that people don’t start marketing their brand, book or business on the internet because they don’t know where to start.)
The Miller Mosaic Internet Marketing Program is designed to solve this problem. Our internet marketing information will provide a starting point and then logical steps without heaping on too much information at once.
What else is new?
• Book marketer Tony Eldridge provides free weekly video tips. His 10-minute video this week is on a very helpful free application – Google Desktop. And he used me as an example in his video. The video is worth watching right now to learn how Google Desktop can save you time and frustration.
• I submitted eight articles to ezinearticles.com to hopefully reach Platinum member level. I also put these articles here on MillerMosaicLLC.com, where there’s a large collection of my free articles on internet marketing and book marketing.
• Added more links to the recommended resources list on the right-hand side of the Examiner blog home page (scroll down). If you click on a link to check it out and don’t know what it’s about, don’t worry. We’ll be covering all these aspects in the Miller Mosaic Internet Marketing Program – only we’ll be covering one topic at a time so as not to overwhelm you with too much information all at once.
• I realized that the planned July teleseminar is not the best topic for the first month of the Miller Mosaic Internet Marketing Program. Thus I’m switching to a topic that is better suited for the first month based on our commitment not to overwhelm people.
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