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CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
CoCo Roadmap Mktg
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CoCo Roadmap Mktg


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CoCo Roadmap Seminar Series - Nov 5, 2009

CoCo Roadmap Seminar Series - Nov 5, 2009

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  • 1. DEVELOPING TRADITIONAL MARKETING ( that works ) branding – taglines – marketing collateral ROI – marketing planning
  • 2. What is a brand?
    • Hint: It is NOT a logo
  • 3. So, what exactly is a brand?
    • Simply put, a brand is a person’s gut feeling about a product, service or company.
    • A brand is not what YOU say it is, but what THEY say it is!
    supplied by “The Brand Gap” by Marty Neumeier
  • 4. Exercise – brand awareness
    • To think about your “brand” for your business, you must think in terms of how you are seen by others.
      • If you have an established company brand, how do you fit into it, live up to it or improve it, and build upon it so that others will want to do business with you?
      • If you are a small business owner, how do you generate, maintain and build upon a brand that others will want to do business with?
  • 5. How people purchase also influences your brand Understanding this allows you to better determine how to build your brand and market to your target market.
  • 6. Look at your neighbor’s business card
    • What does your neighbor’s card tell you about their brand?
      • Would you take them seriously?
      • Is it professional?
      • Be honest…
  • 7. Professional logos
    • For larger corporations, this is a mute point. Their logos were developed by a professional and they have marketing departments to ensure consistent and proper use.
    • Small businesses should also use a professional to ensure that their image is not amateur looking. Perception is reality …if you look amateurish, people will think your product/service is also amateurish.
    • Of course, I’m biased…
  • 8. Taglines vs slogans
    • Slogans are typically used with a single marketing campaign.
    • Taglines are considered to be permanent and generally used in combination with the logo.
  • 9. Do you have a tagline already?
    • See if it passes this test…
      • Is it memorable?
      • Is it original and does it make a confident statement?
      • Is it easy to say?
      • Does it allow your prospects to recall your name easily?
      • Does is communicate your brand essence or position?
      • Will it help your company achieve its mission?
  • 10. The two faces of taglines
    • Descriptive/Direct
      • “ Improving Life, One Breath at a Time” – American Lung Association
    • Expressive/Artistic
      • “ Just Do It” - Nike
  • 11. Pop quiz
    • “ When it absolutely, positively has to be there overnight”
      • FedEx
    • “ The Uncola”
      • 7up
    • “ Are you gellin’?”
      • Dr. Scholl’s
    • “ Zoom Zoom”
      • Mazda
    • “ It’s Everywhere You Want To Be”
      • Visa
    • “ Fly The Friendly Skies”
      • United Airlines
  • 12. Exercise – create a tagline
    • People want to know what they will get from working with you. You need to help them know that by creating a tagline that describes or expresses your business’ tone and reinforces your brand.
    • Keys to effective taglines:
      • Short & easy to remember
      • It conveys what’s special about you
      • It conveys what you want people to remember or feel about you
      • You use it repeatedly and prominently
  • 13. Marketing collateral
    • Stationary system
    • Corporate brochures, product/service brochures, leaflets, rackcards, datasheets, etc
    • Company documents, reports and proposals
    • Training material
    • Newsletters, direct mail and emails
    • White papers, case studies, presentations and other business collateral
  • 14. Exercise - inventory list
    • Write down all the pieces you use in your business for marketing and sales.
    • If you measure your ROI on these items, can you specify your return on the use of them?
    • Do they have consistent use of brand?…including “voice”, look and feel, fonts, etc.
  • 15. Measuring ROI
    • Data captures
    • Opt-in lists
    • 800 numbers
    • Discount tracking
    • Web analytics
    • Extranets/PURLs/landing pages
  • 16. Measuring ROI – cont’d
    • In the B2C environment, it’s easy to track: units sold
    • In the B2B environment, it’s a tad more complicated. A CEO is likely to be more concerned with how marketing initiatives improve customer loyalty and shareholder value.
  • 17. More marketing avenues
    • Public relations
    • Tradeshows
    • Social media
    • Face-to-face networking
    • Referral programs
    • Webinars
    • What’s right for your business?
  • 18. Seven essential marketing tools
    • Face-to-face networking
    • Marketing-smart website
    • Printed collateral
    • Email marketing / Blogging
    • Online/Social Networking
    • SME/Articles/PR
    • Cold calling
  • 19. Before you start your plan
    • Create or update your database of prospects, clients, colleagues, vendors and anyone else who needs to know about your work
    • Set up a CRM system (such as ACT or Daylite or for tracking your marketing efforts
  • 20. Marketing plan
    • Always start a plan with clear, measurable, attainable goals with support steps outlining how to get there.
    • Planning around money: Ideally, you should be investing 5-10% of your pre-tax annual revenue back into your marketing.
    • Calendar your plan for the year.
    • Work with your business coach/consultant, marketing strategist and implementation team together .
  • 21. Questions?
    • Thank You!
      • Colleen Connery, President & Creative Director
      • 858.279.8147
      • Twitter: CoCoGal
      • LinkedIn:
      • Facebook: Fan our pg at