Online Brand Management Strategies – Vegas 2009<br />Branding through the sales funnelPresented by Sean Jackson, CEO of Ec...
Sean A Jackson<br />CEO of Ecordia<br />17+ Years in Interactive Technology Development<br />50+ Web Application Built<br ...
What is Brand Management?<br />Brand management is the application of marketing techniques to a specific product, product ...
Brand Management & Sales<br />Advocating, protecting & defending brands creates strong brands<br />Strong brands = efficie...
The Sales Funnel<br />CategoryAwareness<br />BrandAwareness<br />BrandConsideration<br />BrandPreference<br />PurchaseInte...
3 Elements of Online Brand Mgmt<br />Monitor<br />Engage<br />Advocate<br />
Criteria for Engaging<br />Is it important to my current effort?<br />To move them to the next stage<br />Can I/we engage?...
Monitor<br />
Many ways to monitor…<br />
…if you know what to find!<br />Proper Names<br /><ul><li>Brand (products & company)
Executive Names
User Accounts/Alias
Market Terms
Competition
Misspellings of all</li></ul>Proper Names + Sentiment<br /><ul><li>good
bad
excellent
lousy
love
terrible
Upcoming SlideShare
Loading in …5
×

Brand Management Strategies for improving sales

2,872 views
2,652 views

Published on

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.

Published in: Business, Technology
1 Comment
9 Likes
Statistics
Notes
No Downloads
Views
Total views
2,872
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
287
Comments
1
Likes
9
Embeds 0
No embeds

No notes for slide

Brand Management Strategies for improving sales

  1. Online Brand Management Strategies – Vegas 2009<br />Branding through the sales funnelPresented by Sean Jackson, CEO of Ecordia<br />
  2. Sean A Jackson<br />CEO of Ecordia<br />17+ Years in Interactive Technology Development<br />50+ Web Application Built<br />Vice President DFW SEM<br />Past President Dallas Ad League (AAF-Dallas)<br />Member of DallasRoundTable<br />Speaker & Lecturer<br />
  3. What is Brand Management?<br />Brand management is the application of marketing techniques to a specific product, product line, or brand. <br />-Wikipedia.com<br />
  4. Brand Management & Sales<br />Advocating, protecting & defending brands creates strong brands<br />Strong brands = efficient sales & costs<br />Strong brands make it easy for customers to move through every stage of the Sales Funnel.<br />
  5. The Sales Funnel<br />CategoryAwareness<br />BrandAwareness<br />BrandConsideration<br />BrandPreference<br />PurchaseIntent<br />CustomerRetention<br />Purchase<br />Advocates<br />Branding Affects Every Stage<br />
  6. 3 Elements of Online Brand Mgmt<br />Monitor<br />Engage<br />Advocate<br />
  7. Criteria for Engaging<br />Is it important to my current effort?<br />To move them to the next stage<br />Can I/we engage?<br />Do we have resources to provide<br />Can I/we sustain?<br />Can we keep it going for frequency and reach<br />
  8. Monitor<br />
  9. Many ways to monitor…<br />
  10. …if you know what to find!<br />Proper Names<br /><ul><li>Brand (products & company)
  11. Executive Names
  12. User Accounts/Alias
  13. Market Terms
  14. Competition
  15. Misspellings of all</li></ul>Proper Names + Sentiment<br /><ul><li>good
  16. bad
  17. excellent
  18. lousy
  19. love
  20. terrible
  21. happy
  22. hate
  23. suck
  24. unreliable
  25. dependable
  26. easy
  27. hard
  28. simple
  29. Difficult
  30. Think about</li></ul>Proper Names + Intent<br /><ul><li>“need”
  31. “want”
  32. “help”
  33. “where”
  34. “why”
  35. “how”</li></li></ul><li>Example of Monitoring<br />
  36. Engage<br />
  37. Process Oriented Approach<br />Investment of time, effort and money<br />Define Rules, Procedures & Responsibilities<br /><ul><li>What stages of the funnel will we respond to?
  38. When will we respond?
  39. Who will respond?
  40. How will we respond?</li></li></ul><li>Example of Procedures<br />
  41. Advocate<br />
  42. Get Your Message Out<br />Brand Messaging For Sales<br />The goal of every message is to move them to the next stage of the buying process<br />Acknowledge their point “AND”…move viewers to the next stage<br />Be honest<br />Pre-made content works…<br />Lists<br />Reviews<br />Breaking News<br />Research<br />How-to/Guides<br />Limited/Exclusive Offers<br />Industry Opinions<br />Product Info<br />…if you align it to the right stage<br />
  43. Examples of Messaging<br />
  44. Your Road Map<br />Set your monitoring toward every stage<br />Identify roles, responsibly and responses for every stage of the Sales Funnel<br />Create content that moves users from one stage to the other<br />
  45. Caution…beware of bots!<br />Lots of automation tools for responding<br />Be 100% certain of your monitoring (sentiment monitoring crucial)<br />Response & content MUST align to Sales Stage of the receiver<br />
  46. A “tricky” online branding idea…<br />Reverse the Sales Funnel against your competition!<br />Set your monitoring for the competition brand<br />Focus on Brand Awareness & Brand Consideration issues (competition vs. others)<br />Why? Because the viewer already understand the category and will be looking for alternatives!<br />Respond with reviews, industry opinions, exclusive offers, comparative research, etc.<br />Content how you are better/different than the competition.<br />Your goal is to move them to YOUR Brand Preference.<br />

×