Traditional advertising = commercials, posters, billboards, etc.It isn’t workingIt costs more and more money for fewer and fewer responses
Examples of companies that sell more than the product. They sell the experienceFocusing on the product also being an advertisement
Someone can always undercut you on price, so don’t get sucked into the trapRemember to address other costs your customers have (further drive, etc.)
SPIN IT! Tell customers why they can’t afford NOT to go with you
- ‘Place’ also includes how your customers see your place of business, how easy it is to purchase something, and how good your customer service is
What are your customers expectations? Now exceed them by just a little, several times throughout the transaction
Be easy to findIt’s about spending time and effort on the right thingsThink like your customers
Immediate RecognitionVisual impact (stands out)PackagingLogo – LOGO RULES. Bad logos, etc.WEB PRESENCEHAVE PRESENTATION RULES
Do you know who you are talking to? Targeting ‘everyone’ is not targeting anyone Focus on a nicheWhat is the profile of your target market? [It’s not ‘everybody’]What does this group care about? What do they spend their time/money on?How are you perceived compared to your competitors?Concerned about price, quality, or image?
1. Marketing& PR 101
2. Public Relations seeks to build and maintain a positive reputation for a business, person, or organization - MeMarketing is the conversation you have with your customers that tells the story of how your offering will make a meaningful difference in their lives - Dr. Jeff Stamp
3. Buy Ads Increase Gain Profits Distribution Sell More StuffThe Old Marketing Method is broken
4. Buy Ads Increase Gain Profits Distribution Sell More StuffThe Old Marketing Method is broken
5. People see and hear between 1,000 and 3,000 advertising messages every day… 87,600,000 throughout their lives…
6. 76% of consumers don’t believe thatcompanies tell the truth in advertisements 90% of consumers trust product recommendations from friends (Nielsen)67% of consumers identify word of mouthas the #1 factor in influencing a purchase (Mckinsey/Thompson Lightstone)
7. Outbound Marketing isInterruption Marketing
8. Advertisers are dreaming up ways to ‘interrupt’ TV shows with ads in between commercials, even after the original episode airs
9. Advertisers are dreaming up ways to ‘interrupt’ TV shows with ads in between commercials, even after the original episode airs
10. (This is actually pretty neat. See the SEAMBI website to learn more)
11. Buy Ads Increase Gain Profits Distribution Sell More StuffThe Old Marketing Method is broken
12. Be Remarkable Get permission Tell it to those to tell them more who care They will tell othersA NEW Marketing Method is Needed
13. Marketing is everything you do to place yourproduct or service in the hands of potential customers
14. The 4 P’s of Marketing
15. Product • What you sell • How you sell itAlso Includes: Packaging, product delivery methods, etc.
17. Price• Figure out the ‘sweet spot’ between profit and perception• NEVER compete only on price Also Includes: Adoption Costs – What does the customer ‘give up’ to go with your business?
19. Place• Where you make transactions• Online, store, restaurant, house… Also Includes: The presentation & customer service
20. Place • Keep it clean • Be friendly • Make it efficient• EXCEED expectations
21. Promotion • Puts you at the forefront of peoples minds • Either stimulates a purpose or ensures people know where to find you when they want to make a purchase • Confirms that a customer’s decision to do business with you was a good ideaAlso Includes: Being easy to find; having online ‘real estate,’
23. BrandingMarketing + Public Relations
24. BrandingWhat do we know about the following brands?
25. BrandingWhat do we know about the following brands?
26. BrandingWhat do we know about the following brands?
27. BrandingWhat do we know about the following brands?
28. BrandingWhat do we know about the following brands?
29. Brand > LogoBrand > SloganBrand > Product
30. Brand = ReputationA Brand is collectively what people say, feel, and think about your product, service, or company
31. “Brands are built on what peopleare saying about you, not what you’re saying about yourself” - Guy Kowasaki
32. Why Does Branding Matter?1. We have too many choices and little time2. Our choices are extremely similar3. We buy from brands we know and trust
33. Buyers are influenced by imageIMAGE is the public’s perception of the business as learned through advertising, word of mouth, interaction with the product/service, etc. Image, or reputation, is what often separates a brand and its competitors
36. Building a Strong Brand1. Quality Your products must be reliable and exceed expectations2. Differentiation You need to stand out from the competition3. Consistency Consistent excellence breeds brand loyalty- These need to be present in everything you do -
37. “A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offeringdoes not live up to what they expect from the brand, they will decide to stop buying” – Richard Branson
38. Creating a Brand Promise What lasting benefit will you provide your customers?What principles are you willingto lose money to uphold? Committing to core principles allows you to focus on the quality of the product first, marketing second
39. Campaigning VS Committing
40. CAMPAIGNINGChanging your core brand message tofit what you think people want to hear. Focuses on short term gainsPeople aren’t sure what to think of you. [This isn’t a brand]
41. COMMITTING Building on core principles that don’t change Marketing for long term company growth Creates brand loyalty
42. VISUAL IDENTITY
43. VISUAL IDENTITYName, logo, packaging, fonts, website, etc.Presentation cannot be an afterthought Must be visually appealing,recognizable, and used consistently
44. VISUAL IDENTITY “People attribute personality to products based on theirappearance and how they interact” – Reeves and Nass
45. Strong Visual Identity builds your brand recognition
46. Be distinctiveand match your brandingIf you can’t tell whosetalking when the logo is covered, it is not distinctive enough
47. COMMUNICATING YOUR MESSAGE
48. COMMUNICATING YOUR MESSAGEThe medium is NOT the message. The message is the message. If you know how to tell your message in a compelling, effective way, it doesn’t matter what the medium is
49. COMMUNICATING YOUR MESSAGEKnow Your Business Who are you? What do you do? Why does it matter?
50. COMMUNICATING YOUR MESSAGE “Our ___________ is the only __________ that ___________.”If you don’t have compelling information to fillin the blanks, you need to focus your message
51. COMMUNICATING YOUR MESSAGEClearly define your brand or someone else will do it for you [like your competition]
52. COMMUNICATING YOUR MESSAGEKnow Your Customer Who are they? What do they care about? Why do they use your stuff?
53. Your customer is NOT “everybody”COMMUNICATING YOUR MESSAGE
54. Find Your Niche
55. Find Your Niche The old method tells as many The new method turns the funnel people as possible, hoping the upside down, targeting a specificmessage funnels down their target niche audience with their offering customer and letting them use it like a megaphone to tell others.
56. MESSAGES THAT SELL
57. Tell a Story
58. 1900’s 1925 1950’s 2000’s‘What it is’ ‘What it ‘What you ‘Who you does’ feel’ are’
59. MESSAGES THAT SELL75 ¢ $6.50
60. What Story Do These Tell?
61. What Story Do These Tell?
62. What Story Do These Tell?
64. CONSISTENCY1. You’re message needs to be consistentwith your substance2. The message needs to be consistent incontent, tone, look, etc. for it to becomememorable
65. CONSISTENCYYour brand must be consistent no matter how or where it is being presented You must present the same experienceevery single time for it to build your brand
66. “The reason the Beatles were successful wasbecause they never did the same thing once”