Conducting a Marketing Physical To Ensure Brand Health

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  • + amllycom amllycom 4 months ago
    دردشة
    دردشه
    دردشة كتابية

    شات
    دليل دردشة

    تصميم مواقع
    شات
    خليجي
    منتديات
    شات
    كتابي

    دردشة بحرينية

    دردشة قطرية

    دردشة عراقية

    دردشة سورية

    دردشة مغربية

    دردشة تونسية
     
  • + amllycom amllycom 4 months ago
    دردشة
    دردشه
    دردشة كتابية

    شات
    دليل دردشة

    تصميم مواقع
    شات
    خليجي
    منتديات
    شات
    كتابي
    دردشة سعودية
    المميزة

    دردشة بحرينية

    دردشة قطرية

    دردشة عراقية

    دردشة سورية

    دردشة مغربية

    دردشة تونسية
     
  • + shoottoot shoottoot 6 months ago
    Thankk you :)

    -----
    دردشة
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    شات مصر
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  • + guesta09c0e guesta09c0e 7 months ago
    تن
  • + guest0beab7d guest0beab7d 10 months ago
    دردشة
    دردشه
    دردشة كتابية
    شات
    دليل دردشة
    تصميم مواقع
    شات خليجي
    منتديات
    شات كتابي
    دردشة سعودية
    المميزة
    دردشة بحرينية
    دردشة قطرية
    دردشة عراقية
    دردشة سورية
    دردشة مغربية
    دردشة تونسية
    دردشة ليبية
  • + guest0beab7d guest0beab7d 10 months ago
    دردشة
    دردشه
    دردشة كتابية
    شات
    دليل دردشة
    تصميم مواقع
    شات خليجي
    منتديات
    شات كتابي
    دردشة سعودية
    المميزة
    دردشة بحرينية
    دردشة قطرية
    دردشة عراقية
    دردشة سورية
    دردشة مغربية
    دردشة تونسية
    دردشة ليبية
  • + guest453b87 guest453b87 10 months ago





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  • + guest7b46e5 guest7b46e5 2 years ago
    ابها

    منتديات

    دردشه
  • + mhdbadr mhdbadr 2 years ago
    Man this is great!! can u share it with me please, send it to mohamad.badr@yahoo.com thank u in advance
  • + guestd53b98 guestd53b98 2 years ago
    If you are sharing this, I’d love a copy as well.

    rand.jenkins@bgct.org

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Conducting a Marketing Physical To Ensure Brand Health - Presentation Transcript

  1. Conducting a Marketing Physical John Moore
  2. This presentation was delivered on Monday, Sept. 10, 2007
  3. Conducting a Marketing Physical John Moore
  4.  
  5.  
  6.  
  7. Ah
  8. Ah Ah-Ha
  9. Healthy brands grow. Unhealthy brands wither.
  10. Brands are more than marketing strategies. They are living organisms.
  11. Conducting a Marketing Physical  Business Anatomy 101  Basic Vital Signs  Leading Causes of Brand Demise  The Marketing Physical  One Final Thought  Q&A
  12. Hippocratic Oath
  13. Marketing Hippocratic Oath As marketing professionals, we do not treat a tactical marketing disease, nor a strategic marketing disease …
  14. … but rather a sick brand, whose illness may affect the business’s customers and economic stability. Marketing Hippocratic Oath
  15. Our responsibility includes these related problems, if we are to care adequately for the sick brand. Marketing Hippocratic Oath
  16. We pledge to prevent marketing diseases whenever we can, for prevention is preferable to demise. Marketing Hippocratic Oath
  17. Business Anatomy 101
  18. Human Anatomy
  19. Human Anatomy Skeleton System
  20. Human Anatomy Lungs innovation creativity
  21. Human Anatomy Heart NO HEART no passion = poor work BIG HEART passion = quality work
  22. Human Anatomy Eyes/Ears
    • Near-sighted
    • see close-up
    • tactical
    • reactionary
    • Near-sighted
    • see close-up
    • tactical
    • reactionary
  23. Human Anatomy Eyes/Ears
    • Far-sighted
    • see far-away
    • futuristic
    • Far-sighted
    • solutions in search of problems
  24. Brain think act learn create ideate dream
  25. Human Anatomy Heart Eyes/Ears Brain Lungs Skeleton System
  26. Vital Signs
  27. Vital Signs Show a person is alive. Signs change with age, sex, weight, and exercise tolerance
    • Vitals include:
    • heart rate
    • breathing rate
    • body temperature
    • blood pressure
  28. Vital Signs Show how alive a business is. Signs change with age, category, customer base, and advertising tolerance
    • Vitals include:
    • comp sales
    • comp transactions
    • average ticket
    • mktg budget size
    • brand age
  29. Vital Signs Comp Sales Must surpass the rate of inflation. If not, the brand is dying, not growing.
  30. Vital Signs Comp Transactions If a business has more customers, then it is likely to be healthier. Marketing does its job when it drives MORE customers to buy.
  31. Vital Signs Average Ticket Year-over-year increases in Average Ticket per customer signals a healthy brand.
  32. Vital Signs Budgets Marketing budget as % of sales. (7%+ is unhealthy) Advertising budget as % of marketing budget. (50%+ means“Advertising Obesity”)
  33. Vital Signs Brand Age Vital signs will differ between embryonic brands, adolescent brands, middle-aged brands, and geriatric brands.
  34. Leading Causes of Brand Demise
  35. Leading Causes of Brand Demise HEART DISEASE Typified by brands that lack a clear and compelling reason for existing
    • Symptoms include:
    • declining sales
    • declining transactions
    • inability to attract and keep devoted customers
    • inability to attract and keep quality employees
    Case Studies
  36. Leading Causes of Brand Demise STROKE Typified by failed business strategies
    • Symptoms include:
    • ill-advised acquisitions
    • far-flung brand extensions
    • poorly defined brand portfolios
    Case Studies Cologne
  37. Leading Causes of Brand Demise SCHIZOPHRENIA Typified by businesses being unfocused and having multiple personalities
    • Symptoms include:
    • trying to be all things to all people
    • multiple brand personalities
    Case Studies Grand Hyatt Park Hyatt Hyatt Regency Hyatt Place Hyatt Summerfield Suites Hyatt at Home
  38. Leading Causes of Brand Demise ALZHEIMER’S Typified by businesses suffering from short-term memory loss
    • Symptoms include:
    • failure to maintain recaps and records of past promotions
    • repeating the same mistakes
    Case Studies
  39. Leading Causes of Brand Demise DISCOUNT ADDICTION Typified by businesses relying on gimmicky discounts to drives sales
    • Symptoms include:
    • Constant couponing
    • Employee Discounts
    • 0% Financing
    • Buy 9, Get 1 Free
    • The “Half-Yearly Sale” that happens every month
    Case Studies
  40.  
  41. Conducting a Marketing Physical
  42. Marketing Physical The HOPE Method H O P E istorical facts pinions erceptions xpectations
  43. Marketing Physical Historical Facts H OPE
    • Take Vital Signs
    • Comp Sales
    • Comp Transactions
    • Average Ticket
    • “ Custom Measures”
    1
  44. Marketing Physical Historical Facts
    • Take Vital Signs
    • comp sales
    • comp transactions
    • average ticket
    • custom measures
    1 H OPE Create a Marketing Dashboard
  45. Marketing Physical Historical Facts
    • List all “Serious”Business
    • Issues Affecting the Brand
    • Competition
    • Macroeconomic Stuff
    • Operational Issues
    • Etc…
    2 H OPE
  46. Marketing Physical Historical Facts Topline Current and Planned Marketing Activities/Promotions 3 H OPE
  47. Marketing Physical Opinions H O PE Review past recaps You do have recaps, right? You are conducting post mortems on promotions, right? (If not, you must.)
  48. Marketing Physical Perceptions The more promoters, the greater a brand grows. HO P E 1 Measure Customer Referrals NET PROMOTER SCORE How likely are you to recommend our brand to a friend?
  49. Marketing Physical Perceptions 2 Measure Employee Referrals HO P E “ NET PROMOTER SCORE” How likely are you to recommend our company to a friend who needs a job?
  50.  
  51. The Dinner Party Test Marketing Physical Perceptions 3 HO P E
  52.  
  53. How do your friends talk about your company? Do they talk about the things your company did or the things it does?
  54. Marketing Physical Expectations Determine where you’d like the brand to be in … 6 months 12 months 3 years HOP E
  55. Marketing Physical Expectations Compile a STOP , START , CONTINUE List HOP E
  56. One Final Thought
  57. 11,000,000 (plastic surgery procedures in 2006) (from 2005)  7%
  58.  
  59. Spend marketing dollars to design your products and services better … Not to make your advertising better.
  60. PLEASE AVOID Plastic Surgery Marketing!
  61. Questions?
  62. [email_address] www.brandautopsy.com

+ John MooreJohn Moore, 3 years ago

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