ImageWorks Studio How to effectively brand and promote your business for maximum impact and increased conversions

ImageWorks Studio

How to effectively brand and promote your business for maximum impact and increased conversions

About ImageWorks Studio (IWS) Founded in 1995 with a “ marketing first ” commitment to modern branding, ImageWorks instills creativity and exudes passion into every project! Full service branding firm offering marketing and creative services for web, print and interactive media. ImageWorks has completed over 2,000 successful marketing projects for SMEs (Small & Medium Enterprises) .

Founded in 1995 with a “ marketing first ” commitment to modern branding, ImageWorks instills creativity and exudes passion into every project!

Full service branding firm offering marketing and creative services for web, print and interactive media.

ImageWorks has completed over 2,000 successful marketing projects for SMEs (Small & Medium Enterprises) .

Branding

Branding

Creating/Rejuvenating the brand What is Branding? The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” BNET defines branding as: a means of distinguishing one firm's products or services from another's and creating and maintaining an image that encourages confidence in the quality and performance of that firm's products or services… We like this second definition much better! It accurately describes the overall effect, goals and purpose of branding.

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

BNET defines branding as: a means of distinguishing one firm's products or services from another's and creating and maintaining an image that encourages confidence in the quality and performance of that firm's products or services…

We like this second definition much better! It accurately describes the overall effect, goals and purpose of branding.

Your brand image is someone’s perception of your business, product, service, employees, etc. The objectives that a good brand will achieve include: Delivering the message clearly Establishing credibility Connecting to your target prospects emotionally Motivating the buyer Solidifying User Loyalty Ultimately your branding needs to be infused with your marketing (“Brarketing”). Today, they MUST work together cohesively.

Your brand image is someone’s perception of your business,

product, service, employees, etc. The objectives that a good brand

will achieve include:

Delivering the message clearly

Establishing credibility

Connecting to your target prospects emotionally

Motivating the buyer

Solidifying User Loyalty

Ultimately your branding needs to be infused with your

marketing (“Brarketing”). Today, they MUST work together

cohesively.

Components of Branding Proper Discovery/Uncovery – why it’s critical Value Proposition Sales Argument Competitors Marketing & Conversion Goals Benefits/Weaknesses Calls to Actions Branding “ blueprint ” for your brand Visual Direction and Messaging Messaging and Imagery can either equal a positive perception or a damaging impression. What do we want the user to know/understand/feel about us Your logo , tag line, and collateral . Symbolizes your brand Tag lines helps give your customers a better idea of what you do then a logo and name can alone. (No fluffy tag lines!) Avoid words like: Synergy, Best of Breed, and anything that is ambiguous!

Components of Branding

Proper Discovery/Uncovery – why it’s critical

Value Proposition

Sales Argument

Competitors

Marketing & Conversion Goals

Benefits/Weaknesses

Calls to Actions

Branding “ blueprint ” for your brand

Visual Direction and Messaging

Messaging and Imagery can either equal a positive perception or a damaging impression.

What do we want the user to know/understand/feel about us

Your logo , tag line, and collateral .

Symbolizes your brand

Tag lines helps give your customers a better idea of what you do then a logo and name can alone. (No fluffy tag lines!)

Avoid words like: Synergy, Best of Breed, and anything that is ambiguous!

Creating Branding “Tools” to interact with customers and prospects

How to select the best tools for your industry Your Website Content Development and Optimization Blog & E-mail Design Print Media Flash Animations and Sales Presentations Downloadable PDF Brochures Exhibits and Displays Discussion Points

How to select the best tools for your industry

Your Website

Content Development and Optimization

Blog & E-mail Design

Print Media

Flash Animations and Sales Presentations

Downloadable PDF Brochures

Exhibits and Displays

Marketing & Promoting the Brand How to select the best tools for your industry How Search ROI Stacks up against the others: Low Value Tactic Strongest Good Hard To Gauge Marketing Tactic ROI Tactic House Email Marketing 8% 25% 39% 8% Search Engine Optimization (SEO) 6% 18% 36% 21% Paid Search Marketing (PPC) 13% 16% 35% 9% Public Relations 11% 12% 28% 30% Direct Mail 27% 12% 27% 11% Online Banners, etc. 43% 3% 16% 13% Print Advertising 35% 4% 13% 29% Source: MarketingSherpa, Inc. Search Marketing Benchmark Guide 2008. http://www.marketingsherpa.com/exs/Search08Excerpt.pdf Your Site, the ultimate conversion machine, its where decisions are made, good or bad (spend a long time here) Content Development and Optimization, why it matters, basic guidelines, Calls to action, secondary messaging, optimizing for flow and scan-ability. Blog & Email Design (Why each of these is a critical part in both brand building and ongoing promotions and PR) Print Media (Cover stationery, ads, brochures, sales kits, mailers, packaging, etc.) (Mike take a what works best approach, mention we use Forester and Sherpa to gauge) (Also mention that we take the time to cover all of this isn discover and have VD for each) Flash Animations and Sales Presentations PDF Brochures – why they are great conversion goals. Exhibit and Displays – we still like them for a LOT of businesses.

How to select the best tools for your industry

How Search ROI Stacks up against the others:

Low Value Tactic Strongest Good Hard To Gauge

Marketing Tactic ROI

Tactic

House Email Marketing 8% 25% 39% 8%

Search Engine Optimization (SEO) 6% 18% 36% 21%

Paid Search Marketing (PPC) 13% 16% 35% 9%

Public Relations 11% 12% 28% 30%

Direct Mail 27% 12% 27% 11%

Online Banners, etc. 43% 3% 16% 13%

Print Advertising 35% 4% 13% 29%

Source: MarketingSherpa, Inc. Search Marketing Benchmark Guide 2008.

http://www.marketingsherpa.com/exs/Search08Excerpt.pdf

Your Site, the ultimate conversion machine, its where decisions are made, good or bad (spend a long time here)

Content Development and Optimization, why it matters, basic guidelines, Calls to action, secondary messaging, optimizing for flow and scan-ability.

Blog & Email Design (Why each of these is a critical part in both brand building and ongoing promotions and PR)

Print Media (Cover stationery, ads, brochures, sales kits, mailers, packaging, etc.) (Mike take a what works best approach, mention we use Forester and Sherpa to gauge) (Also mention that we take the time to cover all of this isn discover and have VD for each)

Flash Animations and Sales Presentations

PDF Brochures – why they are great conversion goals.

Exhibit and Displays – we still like them for a LOT of businesses.

Website = Conversions Your Site, the ultimate conversion machine……is where decisions are made, good or bad Consumer perception has changed. Consumers today are much more sophisticated in their buying processes than they were 10 years ago. At the click of a mouse they can access vast amounts of information and choose from dozens of purchase options. With more than 80% of consumers visiting Web sites BEFORE they make purchasing decisions, a positive first impression of your brand image and message is critical to the sales process.

Your Site, the ultimate conversion machine……is where decisions are made, good or bad

Consumer perception has changed. Consumers today are much more sophisticated in their buying processes than they were 10 years ago.

At the click of a mouse they can access vast amounts of information and choose from dozens of purchase options.

With more than 80% of consumers visiting Web sites BEFORE they make purchasing decisions, a positive first impression of your brand image and message is critical to the sales process.

Email Marketing According to the Direct Marketing Association, ROI for each dollar spent on e-mail marketing is $57.25 . This makes e-mail marketing the highest ROI across all marketing channels. According to Jupiter Research, e-mail marketing is expected to exceed $1 billion by 2010 . Benefits : No hard selling… Keeping in contact with prospects and customers Minimal costs = Huge ROI

According to the Direct Marketing Association, ROI for each dollar spent on e-mail marketing is $57.25 . This makes e-mail marketing the highest ROI across all marketing channels.

According to Jupiter Research, e-mail marketing is expected to exceed $1 billion by 2010 .

Benefits :

No hard selling…

Keeping in contact with prospects and customers

Minimal costs = Huge ROI

Search Engine Optimization Over 76% of prospects are trying to find your business on the World Wide Web. SEO is capable of bringing in more qualified leads, at a better ROI, than traditional advertising venues of the past.

Over 76% of prospects are trying to find your business on the World Wide Web.

SEO is capable of bringing in more qualified leads, at a better ROI, than traditional advertising venues of the past.

Budgets Being Shifted to Search Marketing The biggest share of budgets for search engine marketing programs are shifted from offline marketing strategies to search engine marketing. Source: Advertising Age Fact Pack 2007. IntelliSurvey and Radar Research, Dec. 2006. Medium % Responding Print Magazine Advertising 20% Direct mail 16% Web site development 15% Print Newspaper Advertising 13% TV advertising 13% Affiliate marketing 10% E-mail marketing 8% Conferences and exhibitions 8% Print yellow pages advertising 8% Web graphical display advertising 8% Online yellow pages advertising 3% Point-of-sale promotions 3% Coupons 2% Other 23%

The biggest share of budgets for

search engine marketing

programs are shifted from offline

marketing strategies to search

engine marketing.

Source: Advertising Age Fact Pack 2007.

IntelliSurvey and Radar Research, Dec. 2006.

Content Development and Optimization Develop your content based upon these 5 basic principles: Match your sales process to your customers’ buying habits. Consumer mentality: “What can you do for me?” Customers want to browse quickly through options that appeal to them. Marketing inside/out: Recategorize corporate information to make it easy to understand and “user-centric”. Focus on a benefit-oriented message with a structure and layout to emphasize clarity and value.

Develop your content based upon these 5 basic principles:

Match your sales process to your customers’ buying habits.

Consumer mentality: “What can you do for me?”

Customers want to browse quickly through options that appeal to them.

Marketing inside/out: Recategorize corporate information to make it easy to understand and “user-centric”.

Focus on a benefit-oriented message with a structure and layout to emphasize clarity and value.

Blogs Benefits of corporate blogging are : Greater brand visibility in mainstream media on the Web Word-of-mouth advertising Improved brand perception Instantaneous consumer feedback Increased sales efficiency Fewer customer service-driven PR blowups January 2007. Forrester Research. The ROI of Blogging The Why and How Of External Blogging Accountability.

Benefits of corporate blogging are :

Greater brand visibility in mainstream media on the Web

Word-of-mouth advertising

Improved brand perception

Instantaneous consumer feedback

Increased sales efficiency

Fewer customer service-driven PR blowups

January 2007. Forrester Research. The ROI of Blogging The Why and How Of External Blogging Accountability.

Flash Animations and Sales Presentations Flash is the most popular interactive marketing tool used today Takes static content and makes it interactive Delivers multiple benefit oriented points that catches the user’s attention Used for demonstrations online and at tradeshows Enhances corporate image from a pure aesthetic standpoint (crisp, clean, modern)

Flash is the most popular interactive marketing tool used today

Takes static content and makes it interactive

Delivers multiple benefit oriented points that catches the user’s attention

Used for demonstrations online and at tradeshows

Enhances corporate image from a pure aesthetic standpoint (crisp, clean, modern)

Downloadable PDF Brochures One of the most important sales tools in modern branding! Making information easily accessible PDF Brochures are quickly replacing the last decade’s lengthier printed brochures. Most commonly downloaded items from web sites, and thus can help us track and follow up with otherwise “invisible prospects“ PDF brochures give a prospect a quick overview of a company’s services and/or products, and can be forwarded or printed to be given to a decision maker to review.

One of the most important sales tools in modern branding!

Making information easily accessible

PDF Brochures are quickly replacing the last decade’s lengthier printed brochures.

Most commonly downloaded items from web sites, and thus can help us track and follow up with otherwise “invisible prospects“

PDF brochures give a prospect a quick overview of a company’s services and/or products, and can be forwarded or printed to be given to a decision maker to review.

Exhibits and Displays A prospect’s attention is divided among hundreds of visual images at an average trade show; your message must stand out, grab their attention and drive home a compelling benefit. Tell your prospect what you can do FOR them and the direct benefits you offer them as a prospective client. You need to create an exhibit media designed to provoke a reaction that leads to a specific course of action. Ultimately we want a sale, but in reality we want your prospects to eagerly anticipate the next step in doing business with you. Exhibits and displays only lead the prospect back to your website.

A prospect’s attention is divided among hundreds of visual images at an average trade show; your message must stand out, grab their attention and drive home a compelling benefit.

Tell your prospect what you can do FOR them and the direct benefits you offer them as a prospective client.

You need to create an exhibit media designed to provoke a reaction that leads to a specific course of action.

Ultimately we want a sale, but in reality we want your prospects to eagerly anticipate the next step in doing business with you.

Exhibits and displays only lead the prospect back to your website.

Print Media In order to capture your prospects attention you must first give them a compelling reason to listen to your message As simple as this may sound, most companies are guilty of simply announcing their name and list of services ….yawn An effective message will go beyond announcing services and more into what the company has to offer to the client…and more specifically how the client will benefit from these services. This is called benefit oriented marketing

In order to capture your prospects attention you must first give them a compelling reason to listen to your message

As simple as this may sound, most companies are guilty of simply announcing their name and list of services ….yawn

An effective message will go beyond announcing services and more into what the company has to offer to the client…and more specifically how the client will benefit from these services. This is called benefit oriented marketing

What works best for your company? SEO & SMO Direct Mail PPC E-mail Marketing Print Advertising Trade Shows PR Up selling & Referral Programs Radio & TV

What works best for your company?

SEO & SMO

Direct Mail

PPC

E-mail Marketing

Print Advertising

Trade Shows

PR

Up selling & Referral Programs

Radio & TV

Questions?

Questions?