Over The Rhine Marketing Round Table

OTR
marketing
roundtable

OTR is a brand…
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to chooseone product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” – Seth Godin

Picture courtesy of Secret Cincinnati

And you are brands…

But with that said…
“Firms may "own" their brands, but brands really live in the heads of their consumers. Companies must constantly nurture and actively manage their brands at the speed customers form opinions about them. And today that's mighty fast. Conversations about an experience may begin on Twitter, but they can be immediately posted to all social media around the world.” - John Sviokla

There is upside here…
“Getting people together to co-create the narrative for a product and its marketing — in a collaborative way that creates a singular voice for a brand — can generate unstoppable momentum. Customers demand to be involved with your company. They want to participate in building a brand they will become loyal to.”

TALK
let’s
about co-creating
your
BRAND

Tip #1- know your WHO
the Consumer is
BOSS

Tip #2- stand for something
Every brand needs to know their points of difference. These are the desired equities that set you apart from competition to win the hearts and minds of consumers. They should be desireable, differentiating, and specific.
An Intoxicating Scent Experience?
Variety of Scents
OR?

Tip #3 – Get close with digital

"One out of five searches on Google are related to location."

Give your Mayor special perks: Offer something cool to whoever is the Mayor of your establishment; this is the person who "checks in" the most frequently.
Offer discounts: offer a little discount for Foursquare users who check in and show you their phone. Or give a special offer to the first “x” customers who check-in
Attract new customers with “specials nearby”:When a user checks in at a nearby establishment, they're also notified if there are any deals being offered at places close by.

THANK YOU
e-mail:dave.knox@gmail.com
twitter: @daveknox
blog: www.HardKnoxLife.com

http://www.hardknoxlife.com	89
http://www.slideshare.net	5
http://peteinakl.posterous.com	2
http://xss.yandex.net	1
http://www.lmodules.com	1

Over The Rhine Marketing Round Table

by Dave Knox on May 05, 2010

Accessibility

Categories

Upload Details

Usage Rights

5 Embeds 98

Statistics

Over The Rhine Marketing Round Table — Presentation Transcript