Les mear introduction to marketing for start ups

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Les mear introduction to marketing for start ups

  1. 1. Moving  from    Marke.ng  to  Markerching!  (Ensure  your  marke.ng  investment  delivered  real  sales)   Tweet  about  today   #markeng4SUB   19th  July  2012   Slides  will  be  available  for  download   www.Slideshare.net/Fanclubgroup  
  2. 2. Our  mission  today          To  help  you  get  more  bang  for  your  marke6ng  buck   To  help  you  create  be7er  brands   To  inspire  you!    
  3. 3. Today  speakers  Les  Mear:        23  years  marke.ng  experience        Started  two  businesses  Philip  Slade:        25  years  adver.sing  experience        Started  three  businesses  
  4. 4. Starng  a  business  It  can  be  a  bloody                               nightmare!  
  5. 5. Starng  a  business  But  it  can  also  be                      bloody  brilliant!   FImage  used  for  illustra.on  only  no  rights  claimed.lickr  User  -­‐  c  2090  Renee   Silverman  
  6. 6. Starng  a  business    Crea.ng  the  brand  for  your  venture  is     fun  and  makes  it  feel  ‘real’    But  it  also  costs  .me  and  money!  But  a  well  designed  and  managed  brand  makes  money!  
  7. 7. BRAND  BUILDING  IN  THE                             START-­‐UP  BUSINESS  (The  game  hasn’t  changed  –  only  how  it’s  played)  
  8. 8. What  is  a  brand?   ? Image  used  for  illustra.on  only  no  rights   claimed.Flickr  User  -­‐  ores2k   ?Understand  what  drives  people,  and   you  understand  brands  
  9. 9. Understanding  people?   PAIN   PLEASURE  Image  used  for  illustra.on  some  rights  claimed.Flickr:  By  GORE-­‐TEX®  Products  No  real  name  given      
  10. 10. Understanding  people?   PAIN   PLEASURE   “I  need  to  cook  but   I’m  6red”   “I  don’t  have  to  cook   or  clean  up!”  “I  feel  guilty  I’ve  not   treated  the  kids                                 “The  kids  will  love                         in  ages”   me  for  it!”  
  11. 11. Understanding  people?   ILTER FImage  used  for  illustra.on  some  rights  claimed.Flickr:  By  GORE-­‐TEX®  Products  No  real  name  given      
  12. 12. Filter  &  Focus   ILTER F
  13. 13. Filter  &  Focus   ILTER F
  14. 14. Understanding  people?   EMOTIONAL     NEEDS  RATIONAL     NEEDS  
  15. 15. Successful  brands  meet     both  needs?  
  16. 16. Meeng  Raonal  &  Emoonal  needs  Let’s  go  car  shopping!  
  17. 17. Meeng  Raonal  &  Emoonal  needs   Meets  my  raonal  needs   Addresses  emoonal  needs  Fits  my  budget  ✔   I  will  look    &  feel  successful  ✔  Reliable  ✔   My  friends  will  approve  ✔  Good  fuel  consump6on  ✔   Will  look  great  outside  house  ✔  Can  fit  the  kids  in  ✔   Golf  clubs  will  fit  in  the  boot  ✔    
  18. 18. So  in  simple  terms,  what  does  a  brand  do?    A  brand  can  be  seen  as  a  device  that  connects  you  with  your  market   You       Your     Your     Business   Brand   Market  
  19. 19. So  what’s  the  difference  between     a  brand  and  a  logo?  
  20. 20. What  is  a  logo?  A  logo  is  a  short-­‐cut  to  a  brands  world    
  21. 21. What  is  a  logo?  A  logo  is  a  short-­‐cut  to  a  brands  world    
  22. 22. What  is  a  logo?  A  logo  is  a  short-­‐cut  to  a  brands  world    
  23. 23. What  is  a  logo?  A  logo  is  a  short-­‐cut  to  a  brands  world    Oooh  lovely  Chocolate!        V          didn’t  they  do  something  nasty  in  Africa  with  babys  milk?  
  24. 24. What  is  a  logo?  A  logo  is  a  short-­‐cut  to  a  brands  world    
  25. 25. SUMMARY  Understanding  Brands  is  understanding  People  
  26. 26. THE  7  SECRETS     OF  BRAND  COMMUNICATIONS  
  27. 27. The  7  Secrets  of  Brand  Communicaons    CONNECTION     CALL  TO  ACTION   CUT-­‐THROUGH   CONSISTENCY   BRANDS   CLARITY   CONTRAST   CERTAINTY   (COMPOSITION)    ©  Fan  Club  Communica.ons  Ltd  2012  
  28. 28. THE  1ST  SECRET  Image  used  for  illustra.on  only  some  rights  claimed.  By  coolmallu  No  real  name  given  
  29. 29. THE  2ND  SECRET   CONNECTION  Image  used  for  illustra.on  only  some  rights  claimed.  Flickr  user  INTVGene  Ryan  Amos  
  30. 30. THE  3rd  SECRET   CLARITY  Image  used  for  illustra.on  only  some  rights  claimed.  Flickr:  By  MSVG  Michael  Gil  
  31. 31. THE  4TH  SECRET  CERTAINTY  
  32. 32. THE  5TH  SECRET  CONTRAST  
  33. 33. THE  6TH  SECRET  CONSISTENCY  
  34. 34. THE  7TH  SECRET  CALL  TO  ACTION  
  35. 35. The  8th  Secret!  
  36. 36. THE  8TH  SECRET  COMPOSITION  
  37. 37. Summary    CONNECTION     CALL  TO  ACTION   CUT-­‐THROUGH  CONSISTENCY   BRANDS   CLARITY   CONTRAST   CERTAINTY   (COMPOSITION)    ©  Fan  Club  Communica.ons  Ltd  2012  
  38. 38. SUMMARY    Brands                                                                              People  Image  used  for  illustra.on  some  rights  claimed.Flickr:  By  GORE-­‐TEX®  Products  No  real  name  given      
  39. 39.  Next  –  How  to  turn  all  the  theory  into  ac.on!  

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