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Moving	  from	  	  Marke.ng	  to	  Markerching!	  (Ensure	  your	  marke.ng	  investment	  delivered	  real	  sales)	     ...
Our	  mission	  today	  	     	  	                    	  To	  help	  you	  get	  more	  bang	  for	  your	  marke6ng	  buc...
Today	  speakers	  Les	  Mear:	    	   	        	  23	  years	  marke.ng	  experience	    	   	        	  Started	  two	  ...
Starng	  a	  business	  It	  can	  be	  a	  bloody	  	  	  	  	  	  	  	  	  	  	  	  	  	  	         nightmare!	  
Starng	  a	  business	  But	  it	  can	  also	  be	  	  	  	  	  	  	  	  	  	  	  bloody	  brilliant!	                   ...
Starng	  a	  business	                	  Crea.ng	  the	  brand	  for	  your	  venture	  is	  	                       fun	 ...
BRAND	  BUILDING	  IN	  THE	  	  	  	  	  	  	  	  	  	  	  	  	  	        START-­‐UP	  BUSINESS	  (The	  game	  hasn’t	  ...
What	  is	  a	  brand?	           ?       Image	  used	  for	  illustra.on	  only	  no	  rights	                   claimed...
Understanding	  people?	                                                                PAIN	                             ...
Understanding	  people?	      PAIN	                                                                                     PL...
Understanding	  people?	                                                                                              ILTE...
Filter	  &	  Focus	    ILTER F
Filter	  &	  Focus	    ILTER F
Understanding	  people?	                                        EMOTIONAL	  	                                          NEE...
Successful	  brands	  meet	  	       both	  needs?	  
Meeng	  Raonal	  &	  Emoonal	  needs	  Let’s	  go	  car	  shopping!	  
Meeng	  Raonal	  &	  Emoonal	  needs	   Meets	  my	  raonal	  needs	                  Addresses	  emoonal	  needs	  Fits	 ...
So	  in	  simple	  terms,	  what	  does	  a	  brand	  do?	  	  A	  brand	  can	  be	  seen	  as	  a	  device	  that	  conn...
So	  what’s	  the	  difference	  between	  	           a	  brand	  and	  a	  logo?	  
What	  is	  a	  logo?	  A	  logo	  is	  a	  short-­‐cut	  to	  a	  brands	  world	  	  
What	  is	  a	  logo?	  A	  logo	  is	  a	  short-­‐cut	  to	  a	  brands	  world	  	  
What	  is	  a	  logo?	  A	  logo	  is	  a	  short-­‐cut	  to	  a	  brands	  world	  	  
What	  is	  a	  logo?	  A	  logo	  is	  a	  short-­‐cut	  to	  a	  brands	  world	  	  Oooh	  lovely	  Chocolate!	  	  	  ...
What	  is	  a	  logo?	  A	  logo	  is	  a	  short-­‐cut	  to	  a	  brands	  world	  	  
SUMMARY	  Understanding	  Brands	  is	  understanding	  People	  
THE	  7	  SECRETS	  	      OF	  BRAND	  COMMUNICATIONS	  
The	  7	  Secrets	  of	  Brand	  Communicaons	                                   	  CONNECTION	  	       CALL	  TO	  ACTIO...
THE	  1ST	  SECRET	  Image	  used	  for	  illustra.on	  only	  some	  rights	  claimed.	  By	  coolmallu	  No	  real	  nam...
THE	  2ND	  SECRET	                 CONNECTION	  Image	  used	  for	  illustra.on	  only	  some	  rights	  claimed.	  Flic...
THE	  3rd	  SECRET	                     CLARITY	  Image	  used	  for	  illustra.on	  only	  some	  rights	  claimed.	  Fli...
THE	  4TH	  SECRET	  CERTAINTY	  
THE	  5TH	  SECRET	  CONTRAST	  
THE	  6TH	  SECRET	  CONSISTENCY	  
THE	  7TH	  SECRET	  CALL	  TO	  ACTION	  
The	  8th	  Secret!	  
THE	  8TH	  SECRET	  COMPOSITION	  
Summary	                               	  CONNECTION	  	   CALL	  TO	  ACTION	                               CUT-­‐THROUGH...
SUMMARY	                                                                                       	  Brands	  	  	  	  	  	  ...
 Next	  –	  How	  to	  turn	  all	  the	  theory	  into	  ac.on!	  
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Les mear introduction to marketing for start ups

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Transcript of "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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