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March 2011 - Marketing Roundtable - Jim Hume
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March 2011 - Marketing Roundtable - Jim Hume

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How to build a brand and gain mindshare through knowledge content, relationship management, and industry leadership. We will discuss how to properly position, create a following, and build momentum …

How to build a brand and gain mindshare through knowledge content, relationship management, and industry leadership. We will discuss how to properly position, create a following, and build momentum over time, helping your company continuously and methodically grow. Jim will discuss proven strategies that help develop a strong following, help a brand spread itself efficiently, and create an organization built on knowledge demand - no matter the product, service, or organization size.


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  • 1. start small.think big.MARCh 8, 2011 PHIrE BRANDING COMPANY
  • 2. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.2my namE Is JIm.tOnight WE’REgOing tO gEt tOWORk.
  • 3. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.3tonIgHt’sPanElIsts:YOu.
  • 4. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.4our goals:DEfinE YOuR businEss.builD a knOWlEDgE stRatEgY.ChOOsE tOOls anD tEChniquEs.builD a fOllOWing.spREaD thE WORD.
  • 5. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.5Common “small”mIstakEs.
  • 6. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.6small Is not asustaInablEPoInt ofdIffErEnCE.(if YOu aCt YOuR sizE,YOu’ll alWaYs bE YOuR sizE.)
  • 7. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.7don’t tHInkyour modEl Is sounIquE tHat youCan’t rEvEal tHEsECrEt sauCE.(if YOu’RE gOOD,it Can’t bE REpliCatED.)
  • 8. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.8laCk ofConfIdEnCE IsquICk dEatH.(if YOu DOn’t shOW ExpERtisE,nO OnE Will buY YOuR ExpERtisE.)
  • 9. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.9EmulatIonEnsurEssubordInatIon.(if YOu’RE simpl a “mE tOO”, YYOu’vE pROviDED nO ChOiCE.)
  • 10. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.10don’t fakE ItuntIl you makE It.Just makE It .(i hatE that tERm.if YOu nEED tO fakE it,YOu WOn’t makE it.)
  • 11. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.11don’t fakE ItuntIl you makE It.Just makE It .(i hatE that tERm.if YOu nEED tO fakE it,YOu WOn’t makE it.)
  • 12. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.12tHE CyClE ofgrowtH. perception.Knowledge createsPerception creates growth.Growth creates experience.Experience creates knowledge.
  • 13. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.13brandEd ContEntIs tHE nEw salEs.(thE mORE YOu shaRE,thE bEttER YOu’ll DO.)
  • 14. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.14you arEn’t Justa ProduCt not .Just a sErvICE.you arE amarkEtEr.(WhEthER YOu likE it OR nOt.)
  • 15. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.15ProduCt orsErvICE wItHoutknowlEdgE orPErsPECtIvE =CommodIty .(intElligEnCE = valuE.)
  • 16. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.16ContEnt =CurrEnCy .sHarIng =markEtIng.no ContEnt =CommodIty .
  • 17. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.17makE your brandsPrEadablE.(if YOu’RE small,YOu havE nO ChOiCE.)
  • 18. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.18no mass mEdIa =grassroots.grassroots =lEttIng otHErsmarkEt on yourbEHalf.
  • 19. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.19In ordEr forotHErs to sPrEadyour word, younEEd to CrEatE,CuratE, andnurturE yourword.
  • 20. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.20tyPEs of ContEnt:blOg WEbinaRsmiCROblOg sEminaRsWhitE papERs pR/authORshipmaRkEt REpORts CasE stuDiEs(aCaDEmiC mORE than pROmOtiOnal)viDEO sElf publiCatiOnpODCastsfORums
  • 21. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.21brandEd ContEntEffECtIvEnEss:bRanDED COntEnt 72%magazinE aDvERtising 28%bRanDED COntEnt 66%tv aDvERtising 34%bRanDED COntEnt 66%DiRECt mail 34%bRanDED COntEnt 66%publiC RElatiOns 34% source: A Look at how Corporate America Invests in Branded Content: 2010, ContentWise
  • 22. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.22CHI solutIons.CasE stuDY
  • 23. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.23
  • 24. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.24
  • 25. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.25
  • 26. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.26PlanEt bluE.CasE stuDY
  • 27. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.27
  • 28. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.28
  • 29. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.29
  • 30. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.30
  • 31. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.31don’t HavEContEnt?bE an aggREgatOR.
  • 32. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.32stratEgy IsParamount .
  • 33. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.33PatIEnCE IsnECEssary .
  • 34. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.34I lovE It.tHIs Is kInd of Hard.wHErE’s tHE fEEdbaCk?I’m borEd.mEH.
  • 35. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.35tHE toolsyou’ll nEEd.COnsistEnCY .patiEnCE.tRust.inspiRatiOn.
  • 36. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.36you fEar:i DOn’t Want tOshaRE.you sHould rEall fEar: ybEing invisiblE
  • 37. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.37you fEar:Wasting timE With nOimmEDiatE REtuRn.you sHould rEall fEar: ylOOking infERiOR tOYOuR COmpEtitiOn.
  • 38. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.38you fEar:laCk Of timE.you sHould rEall fEar: yCOlD Calling.
  • 39. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.39you fEar:i DOn’t knOW hOW tOstaRt.you sHould rEall fEar: ynOt having astRatEgY.
  • 40. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.40lEt’sstart .
  • 41. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.41wHo’s In yoursPaCE?COmpanY ______________.thEY’RE thE ________________COmpanY.
  • 42. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.42wHat’s yourPosItIon?uniquE pOint Of DiffEREnCE.
  • 43. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.43for the (your target customer)who needs (their need),(you) is/are the (frame of reference),with a (reason to believe).
  • 44. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.44wHat doEs yourComPany standfor? that DEsCRibE YOuRfOuR WORDspOints Of DiffEREnCE.
  • 45. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.45wHat’s yourPErsonalIty? YOuRfOuR WORDs that pERsOnifYCOmpanY.
  • 46. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.46wHat arE yourCustomErsand PotEntIalCustomErsCravIng?
  • 47. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.47samPlE storytItlEs ofartIClEs/PrEsEntatIons/blog Posts.
  • 48. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.48morE tIPs:bE human.bE appROaChablE anD simplE.
  • 49. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.49your brand Is alIvIng, brEatHIngtHIng.
  • 50. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.50your wEbsItEas a knowlEdgEaggrEgator.
  • 51. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.51monItor.lEt analytICs bEyour guIdE.
  • 52. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.52don’t(nECEssarIly)loCk ContEnt .trust tHEunIvErsE.
  • 53. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.53It works.wItH any ComPany.any ProduCt .any sErvICE.
  • 54. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.54If you gIvE yourCustomErsnotHIng tosHarE, you arEguarantEEIngtHat tHEy won’t .
  • 55. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.55wHat’s tHEEndgamE?Winning. Duh.
  • 56. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.56qanDa.