Branding and Marketing to Attract New Customers
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Branding and Marketing to Attract New Customers

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This presentation was made at the Tennessee Economic Summit for Women for the VISION 2020 "Collaboration and Celebration" held on October 27 and 28, 2013 in Nashville, Tennessee.

This presentation was made at the Tennessee Economic Summit for Women for the VISION 2020 "Collaboration and Celebration" held on October 27 and 28, 2013 in Nashville, Tennessee.

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Branding and Marketing to Attract New Customers Branding and Marketing to Attract New Customers Presentation Transcript

  • Branding & Marketing Secrets to Attract New Customers Christine Brown October 28, 2013 Vision 2020
  • Chris Brown In 1998 Chris Brown founded a full service marketing agency in Northeast Ohio to help other companies to • • • • • Build awareness Reach potential customers Offer branding resources Improve marketing efforts Increase sales results
  • Marketing Resources & Results, Inc.
  • Why is Branding important? • Saves Money • Makes marketing an Investment; not a Cost • Forces a Focus: your Positioning/niche • Makes Marketing Decisions Easier • Increases Effectiveness • Provides Credibility
  • What is Branding? • • • • • • Started with Cattle Sometimes different than the Company Always provides a Promise Separates from Competitors What branding isn’t Elements of branding
  • Using Branding to Attract New Customers 3 Secrets that Brand Managers Know: 1) Positioning 2) Pick Two 3) Consistency Price Quality Service
  • Marketing is like Making Popcorn Oil + Heat + Time = Success
  • Marketing Mix - Up • Product, Price, Pl ace, Promotion • Strategy – Tactics • Market, Message, Media, and Measurement
  • Target Market • Know your channel • Who: – Funds your business? – Carries your product? – Recommends your services? – Who purchases? – Who influences? – Who is the end user? • What is their motivation?
  • Target: Small Business
  • Create the Message • Develop a 30 second commercial • Elevator speech – memorable, repeatable and compelling •Resources: • LinkedIn • YouTube
  • Marketing Media tempocreative.com
  • Web 2.0
  • Measurements • Blog – Readers per post – Click thru to Website • Website – Website visitors/subscribers – Pages/time on site – Call to action – goal (contact us page traffic) – Request for quote • eNews or email blast – Number of subscribers – Open rate of emails – Click through rate on call-toaction (link to product to buy)
  • Marketing: Standing out in your niche from the rest of the field
  • Building Awareness • • • • Use PR in Internet Publications UPublish – on others’ sites eMail marketing Direct mail to target market
  • Market Research • Qualitative – the Sizzle (feelings) – Focus groups – Surveys – One on One • Quantitative – the Steak (numbers) – Secondary research – Census bureau, ReferenceUSA, SizeUp – # of potential customers
  • Action Plans Timing. Budget. Resources.
  • Build Awareness with Public Relations
  • Tactic: Social Media
  • Tactic: Blogging Three take away action steps for blogging: • • – – – – – – – – • Make a list of topics to blog about: Reviews New products Recent projects Your ideas Write Your Posts in Word until you have a Format: Headline, Three paragraphs A photo and a link Ask for comments Find 3 other blogs in your area for guest posts
  • Tactic: SEO • • • • • • Organic vs Adwords Panda, Penguin, Hummingbird Age of domain, keyword in domain On Page: titles, headings, content Off Page: linking strategy, directories Photos, videos and PDFs
  • Tactic Email Marketing • Mail Chimp • Constant Contact • Vertical Response • Look for: – Easy to embed – Opt in/Opt out – Downloadable – Reports – Surveys
  • Coming Soon • 231 pages • Available on Amazon • Filled with tips and techniques to brand and market your business, your products and services and yourself
  • Connect with me www.BrandandMarket.com Follow me on Link to me on Become a Fan on ChrisBrown330 ChrisBrown330