Hello my lovely people.

This newsletter went from 0 to 10,000 visits in 5 months. I am pleased to hit this number without a prior email list or any money spent on paid promotions.

With three subscribers, I published the first newsletter edition on July 17th 2022. I have consistently written at least one post per week since then. This is Fresh Salmon's 24th edition, and it is the final one of the year. 

It’s Christmas Eve 🎄, and my sincere gratitude goes out to you for your support, and I wish you and your family the blessings of Christmas, and a prosperous new year ahead.

Now let's begin. . . .

1) What is “KN Car”?

The Kia Motors logo was redesigned in January 2021, switching from a circular depiction to a more stylized version. In the months since the logo debuted, around 30,000 people have searched for "KN car" on Google. 

Many industry outlets have criticized the new logo, while others have defended it. 

The company may even benefit from increased search traffic, according to some industry experts. Although unintentionally a buzz has been created in the market, everyone is trying to find out about this new car.

There has been no response from Kia to the criticism or the talk of the town about their logo since the incident occurred.

In my opinion, Kia would be wise to take advantage of the publicity and create a two-part campaign, where they should first create a “Spot a KN Car” Contest and let people share a picture via Instagram. Someone who spots the most KN cars wins a massive discount on a brand new Kia car or even a free one. This will trigger virality.

Parallel to that, they should run another TV advert with self-deprecating humor, accepting that they made a mistake with the logo, and provide an authentic response to further humanize the brand and build the relationship with the audience.

Take advantage of the buzz already created and build on it? 

2) Leveraging Lead Generation

B2B marketers these days are lambasting Lead Generation, and urging the shift to a Demand Generation marketing operating model.

As a result, Lead Generation has a really bad reputation today.

However, the problem lies not in how leads are generated, but in what happens next. As part of a traditional sales approach, leads are nurtured through aggressive email cadences with strong emphasis on arranging a sales call. 

It is inefficient, and terrible for the buyer experience to send leads to sales prematurely, and that is why Lead Generation has taken up the slack.

Instead, Lead Generation must be leveraged to build an audience and increase legitimate subscriber base for your media-content. The industry is buzzing about turning company marketing into a media company approach, particularly for B2B. 

There is nothing new about this approach to marketing. Globally, media companies have built large audiences for years. Mobile technologies have disrupted the content distribution landscape. 

Video, podcasts, live streams, and other forms of content are now consumed alongside written content. Due to the shift from text consumption to media consumption, multimedia content distribution channels have grown in popularity.

Companies should create educational and inspirational content beyond text-based content for their target audiences. This is a move to think beyond Demand Generation, and not just focus on capturing the 5% of people who are likely to buy your products.

As a result, you are building a larger audience that taps into the 95% who aren't yet ready to buy, but have established a strong affinity with your brand. This way you are securing a spot in the buyer’s mind, and when they are ready they are compelled to reach out to you.

These hand-raisers are then passed on to the sales team, who further moves them along the sales process to find a real sales opportunity.

Now that’s how it all makes sense.

3) The Buyer Psychology Behind Company Size

Here's how your company size affects your sales, according to new scientific research 👇

If your product is low-tech, for example a furniture or real estate agency, showing off that you are a small business will help you increase your sales. 

Why?

A buyer perceives that people who work in small businesses have a greater sense of passion for their work. As a result, they must produce products of higher quality.

If your product is high-tech, for example a smartphone or an AI content generator software, telling people that you are a big company helps you increase your sales.

Why is this so?

In the eyes of a buyer, large companies are able to invest more in research and development. Therefore, they must produce high-tech products of better quality.

Don't forget to incorporate this insight into your messaging.

Interesting Thing That I Read Last Week

This is for real. You can take it easy.

Tweet That I Noticed Last Week

I'm connected with Tim Davidson on LinkedIn and he shares some awesome B2B TikTok videos. I highly recommend following him. Nevertheless, Tim's tweet stands out 🔥

Meme of The Week

Mark Zuckerberg, sorry, not sorry.

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter and LinkedIn.

Cheers,

Vivek

PS. I love you ❤️