Brand Management Strategies for improving sales
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Brand Management Strategies for improving sales

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Brand Management should compliment your sales process. In this presentation, presented by Sean Jackson at PubCon Vegas 2009, a number of factors and considerations are discussed on how organizations ...

Brand Management should compliment your sales process. In this presentation, presented by Sean Jackson at PubCon Vegas 2009, a number of factors and considerations are discussed on how organizations can align their brand management and sales functions together to make it easier for customers to purchase.

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    Brand Management Strategies for improving sales Brand Management Strategies for improving sales Presentation Transcript

    • Online Brand Management Strategies – Vegas 2009
      Branding through the sales funnelPresented by Sean Jackson, CEO of Ecordia
    • Sean A Jackson
      CEO of Ecordia
      17+ Years in Interactive Technology Development
      50+ Web Application Built
      Vice President DFW SEM
      Past President Dallas Ad League (AAF-Dallas)
      Member of DallasRoundTable
      Speaker & Lecturer
    • What is Brand Management?
      Brand management is the application of marketing techniques to a specific product, product line, or brand.
      -Wikipedia.com
    • Brand Management & Sales
      Advocating, protecting & defending brands creates strong brands
      Strong brands = efficient sales & costs
      Strong brands make it easy for customers to move through every stage of the Sales Funnel.
    • The Sales Funnel
      CategoryAwareness
      BrandAwareness
      BrandConsideration
      BrandPreference
      PurchaseIntent
      CustomerRetention
      Purchase
      Advocates
      Branding Affects Every Stage
    • 3 Elements of Online Brand Mgmt
      Monitor
      Engage
      Advocate
    • Criteria for Engaging
      Is it important to my current effort?
      To move them to the next stage
      Can I/we engage?
      Do we have resources to provide
      Can I/we sustain?
      Can we keep it going for frequency and reach
    • Monitor
    • Many ways to monitor…
    • …if you know what to find!
      Proper Names
      • Brand (products & company)
      • Executive Names
      • User Accounts/Alias
      • Market Terms
      • Competition
      • Misspellings of all
      Proper Names + Sentiment
      • good
      • bad
      • excellent
      • lousy
      • love
      • terrible
      • happy
      • hate
      • suck
      • unreliable
      • dependable
      • easy
      • hard
      • simple
      • Difficult
      • Think about
      Proper Names + Intent
      • “need”
      • “want”
      • “help”
      • “where”
      • “why”
      • “how”
    • Example of Monitoring
    • Engage
    • Process Oriented Approach
      Investment of time, effort and money
      Define Rules, Procedures & Responsibilities
      • What stages of the funnel will we respond to?
      • When will we respond?
      • Who will respond?
      • How will we respond?
    • Example of Procedures
    • Advocate
    • Get Your Message Out
      Brand Messaging For Sales
      The goal of every message is to move them to the next stage of the buying process
      Acknowledge their point “AND”…move viewers to the next stage
      Be honest
      Pre-made content works…
      Lists
      Reviews
      Breaking News
      Research
      How-to/Guides
      Limited/Exclusive Offers
      Industry Opinions
      Product Info
      …if you align it to the right stage
    • Examples of Messaging
    • Your Road Map
      Set your monitoring toward every stage
      Identify roles, responsibly and responses for every stage of the Sales Funnel
      Create content that moves users from one stage to the other
    • Caution…beware of bots!
      Lots of automation tools for responding
      Be 100% certain of your monitoring (sentiment monitoring crucial)
      Response & content MUST align to Sales Stage of the receiver
    • A “tricky” online branding idea…
      Reverse the Sales Funnel against your competition!
      Set your monitoring for the competition brand
      Focus on Brand Awareness & Brand Consideration issues (competition vs. others)
      Why? Because the viewer already understand the category and will be looking for alternatives!
      Respond with reviews, industry opinions, exclusive offers, comparative research, etc.
      Content how you are better/different than the competition.
      Your goal is to move them to YOUR Brand Preference.