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Conducting a Marketing Physical To Ensure Brand Health

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PRESENTATION:
Conducting a Marketing Physical To Ensure Brand Health

WHERE/WHEN:
In-HOWse Designer Conference
Austin, TX - Sept. 10, 2007

DESCRIPTION
It's time to give your business a marketing physical. This may sound strange, but it's just like going to your own doctor and getting a physical for yourself. The doc takes your vital signs, asks probing questions, and conducts a few key exams. You learn what may be affecting your health, and then you adjust your day-to-day life based on the results in an effort to ward off serious illnesses. Why not do the same for your brand or business? John shows you how to conduct your marketing physical to diagnose and treat common marketing ailments like anemic sales, poor brand complexion and marketing obesity.

PRESENTER:
John Moore, marketing medic
BRAND AUTOPSY Marketing Practice
www.brandautopsy.com

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    Presentation Transcript

    1. Slide 1: Conducting a Marketing Physical John Moore
    2. Slide 2: This presentation was delivered on Monday, Sept. 10, 2007
    3. Slide 3: Conducting a Marketing Physical John Moore
    4. Slide 7: Ah
    5. Slide 8: Ah Ah-Ha
    6. Slide 9: Healthy brands grow. Unhealthy brands wither.
    7. Slide 10: Brands are more than marketing strategies. They are living organisms.
    8. Slide 11: Conducting a Marketing Physical È Business Anatomy 101 È Basic Vital Signs È Leading Causes of Brand Demise È The Marketing Physical È One Final Thought È Q&A
    9. Slide 12: Hippocratic Oath
    10. Slide 13: Marketing Hippocratic Oath As marketing professionals, we do not treat a tactical marketing disease, nor a strategic marketing disease …
    11. Slide 14: Marketing Hippocratic Oath … but rather a sick brand, whose illness may affect the business’s customers and economic stability.
    12. Slide 15: Marketing Hippocratic Oath Our responsibility includes these related problems, if we are to care adequately for the sick brand.
    13. Slide 16: Marketing Hippocratic Oath We pledge to prevent marketing diseases whenever we can, for prevention is preferable to demise.
    14. Slide 17: Business Anatomy 101
    15. Slide 18: Human Anatomy
    16. Slide 19: Skeleton System Human Anatomy
    17. Slide 20: Lungs innovation creativity Human Anatomy
    18. Slide 21: Heart NO HEART no passion = poor work BIG HEART Human passion = Anatomy quality work
    19. Slide 22: Eyes/Ears Near-sighted • see close-up • tactical Human • reactionary Anatomy
    20. Slide 23: Near-sighted • see close-up • tactical • reactionary
    21. Slide 24: Eyes/Ears Far-sighted • see far-away • futuristic Human Anatomy
    22. Slide 25: Far-sighted • solutions in search of problems
    23. Slide 26: Brain think act learn create ideate dream
    24. Slide 27: Brain Eyes/Ears Heart Lungs Skeleton System Human Anatomy
    25. Slide 28: Vital Signs
    26. Slide 29: Vital Signs Show a person Vitals include: is alive. • heart rate • breathing rate • body temperature Signs change with • blood pressure age, sex, weight, and exercise tolerance
    27. Slide 30: Vital Signs Show how alive Vitals include: a business is. • comp sales • comp transactions • average ticket Signs change with age, category, • mktg budget size customer base, and • brand age advertising tolerance
    28. Slide 31: Vital Signs Comp Sales Must surpass the rate of inflation. If not, the brand is dying, not growing.
    29. Slide 32: 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.
    30. Slide 33: Vital Signs Average Ticket Year-over-year increases in Average Ticket per customer signals a healthy brand.
    31. Slide 34: Vital Signs Budgets Marketing budget as % of sales. (7%+ is unhealthy) Advertising budget as % of marketing budget. (50%+ means“Advertising Obesity”)
    32. Slide 35: Vital Signs Brand Age Vital signs will differ between embryonic brands, adolescent brands, middle-aged brands, and geriatric brands.
    33. Slide 36: Leading Causes of Brand Demise
    34. Slide 37: Leading Causes of Brand Demise HEART DISEASE Typified by brands that lack a clear and compelling reason for existing Case Studies Symptoms include: • declining sales • declining transactions • inability to attract and keep devoted customers • inability to attract and keep quality employees
    35. Slide 38: Leading Causes of Brand Demise STROKE Typified by failed business strategies Case Studies Symptoms include: • ill-advised acquisitions • far-flung brand extensions • poorly defined brand portfolios Cologne
    36. Slide 39: Leading Causes of Brand Demise SCHIZOPHRENIA Typified by businesses being unfocused and having multiple personalities Case Studies Symptoms include: • trying to be all things to all people • multiple brand personalities Grand Hyatt Park Hyatt Hyatt Regency Hyatt Place Hyatt Summerfield Suites Hyatt at Home
    37. Slide 40: Leading Causes of Brand Demise ALZHEIMER’S Typified by businesses suffering from short-term memory loss Case Studies Symptoms include: • failure to maintain recaps and records of past promotions • repeating the same mistakes
    38. Slide 41: Leading Causes of Brand Demise DISCOUNT ADDICTION Typified by businesses relying on gimmicky discounts to drives sales Case Studies Symptoms include: • Constant couponing • Employee Discounts • 0% Financing • Buy 9, Get 1 Free • The “Half-Yearly Sale” that happens every month
    39. Slide 43: Conducting a Marketing Physical
    40. Slide 44: Marketing Physical The HOPE Method H istorical facts O pinions P erceptions E xpectations
    41. Slide 45: Marketing Physical Historical Facts HOPE 1 Take Vital Signs  Comp Sales  Comp Transactions  Average Ticket  “Custom Measures”
    42. Slide 46: Marketing Physical Historical Facts HOPE 1 Create a Marketing Dashboard Take Vital Signs  comp sales  comp transactions average ticket  custom measures
    43. Slide 47: Marketing Physical Historical Facts HOPE 2 List all “Serious”Business Issues Affecting the Brand Competition  Macroeconomic Stuff  Operational Issues  Etc…
    44. Slide 48: Marketing Physical Historical Facts HOPE 3 Topline Current and Planned Marketing Activities/Promotions
    45. Slide 49: Marketing Physical Opinions HOPE Review past recaps You do have recaps, right? You are conducting post mortems on promotions, right? (If not, you must.)
    46. Slide 50: Marketing Physical Perceptions HOPE 1 Measure Customer Referrals NET PROMOTER SCORE How likely are you to recommend our brand to a friend? The more promoters, the greater a brand grows.
    47. Slide 51: Marketing Physical Perceptions HOPE 2 Measure Employee Referrals “NET PROMOTER SCORE” How likely are you to recommend our company to a friend who needs a job?
    48. Slide 53: Marketing Physical Perceptions HOPE 3 The Dinner Party Test
    49. Slide 55: How do your friends talk about your company? Do they talk about the things your company did or the things it does?
    50. Slide 56: Marketing Physical Expectations HOPE Determine where you’d like the brand to be in … 6 months 12 months 3 years
    51. Slide 57: Marketing Physical Expectations HOPE Compile a STOP, START, STOP START CONTINUE List
    52. Slide 58: One Final Thought
    53. Slide 59: 11,000,000 (plastic surgery procedures in 2006) 7% ² (from 2005)
    54. Slide 61: Spend marketing dollars to design your products and services better … Not to make your advertising better.
    55. Slide 62: PLEASE AVOID Plastic Surgery Marketing!
    56. Slide 63: Questions?
    57. Slide 64: www.brandautopsy.com john@brandautopsy.com

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