Main Street Mercantile 11.09


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Presented at the November Oklahoma Main Street Managers Training in Perry

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  • A brand represents your existence, but does not represent your qualities. Image, however, has the added bonus responsibility of connoting something. It can represent you, but that’s not its primary role. Image says something about who you are, what you do, and how you do it. Image can say you’re cool. Image can say you’re fast. Image can say you’re reliable. Some real-life things you can actually apply 1. Brand is exclusive. Image is not. Erin sells bags. But she doesn’t call them bags. She calls them bagz. Why? Because that’s her brand. Even in casual emails, she refers to them exclusively as bagz. She also spells “dirt” with a “u”, making it “durt.” Durt + bagz = Durtbagz and my little red squiggly spell check lines go crazy. Also, her bags have made-up street signs on them. Nobody else in the bag industry is doing this. It is her brand. Her image, however, is cool. Her image is functional but still wearable by people under 50. Her image is low-maintenance and down-to-earth. Her image is “we understand what college kids want.” Durtbagz with the Z and the U and the street signs is a brand. Cool, functional, low-maintenance and down-to-earth is her image. Nobody else can take her brand. Lots of people can take her image. This is why you need to have both. 2.) The line between brand and image is often very, very fuzzy. Your brand can contribute to your image and your image can shape your brand. It’s kind of cool if they can intersect, but it’s not necessary. They probably shouldn’t actively conflict but you shouldn’t worry too much about it beyond that. You’ll want to take typeface, illustrations, and color schemes into consideration when building both your brand and your image, but we’ll talk about those later in the week. 3.) The most important thing to remember about both branding and image is consistency. With a few exceptions, it doesn’t really matter what you present, as long as you continue to present it. If Erin all of a sudden decided to start selling upscale laptop cases, people would wonder what the hell was going on. If you went to her site and saw the blog section called “Dirty Laundry” instead of “ Durty Laundry” , you would be confused. Does it really matter that she chose a “U” instead of an “I” when creating her brand? Does anybody really care? No, but it’s her brand now and it works. She didn’t need to hire a marketing company to do a research survey to discover that 78% of college students preferred “durt” to “dirt”. She just made a call and stuck with it. As the week goes on we’ll talk more about what makes up a brand and image and how to keep your consistency. Fire questions in the comments if you’ve got ‘em. In the meantime, I leave you with… Image consists of how people feel about your business or product. When many people perceive an image in the same way – a brand is born. Brand are recognized visually.
  • Brands are what make people frequent chains. They know what to expect.
  • Ultimately, it is your brand story that helps you answer that most fundamental of all questions: “Why?” Why do you decide to make one decision and not another? Why do your customers need you? Why is it that you’re better able to meet their needs than anyone else? Why does your logo look this way? Why do your press releases read the way they do? And most importantly to marketers and managers alike: Why would someone make that critical decision to use your products and services over those of anyone else?
  • Ultimately, it is your brand story that helps you answer that most fundamental of all questions: “Why?” Why do you decide to make one decision and not another? Why do your customers need you? Why is it that you’re better able to meet their needs than anyone else? Why does your logo look this way? Why do your press releases read the way they do? And most importantly to marketers and managers alike: Why would someone make that critical decision to use your products and services over those of anyone else?
  • Logo is the visual representation of your image and brand
  • 1. The Look and Feel of your site should be attractive and well branded to match both your online AND offline marketing. 2. You site Navigation should be simple, intuitive and appear in two places on your site. You should be able to link to any page from any other page. 3. Your Content should be UP TO DATE! Use brief text that is dynamic and full of keywords. Balance limited text with images that show the user instead of telling them. Video testimonials are a good way to gain favor for your cause. Remember WHO is important to your site and WHAT they want to gain from visiting. 4. Remember the Functionality of your site. Can users make financial transactions on your site – say, to give you money? Is there an in-kind donation form? Are you asking for their information when they are there so you can add them to your e-mailing list? 5. How is your Findability? Are you utilizing search engines to their fullest potential? Are you registered in directories? 6. Are you able to achieve Maintainability? If you aren’t able to get new information on your site in a quick and user friendly manner you may need to reevaluate your methods. 7. Check your Reporting often. See where people are coming from, when they are coming, how long they are staying. Some social sites have some of these features built in.
  • Some things to remember on Ecommerce – shipping, handling, packaging – be prepared and don’t just jump in head first. It takes extra effort to be successful at Ecommerce. Once entering that world, your online presence is even more important – people will talk about you so you must be flawless.
  • 1. Meta tags – use your keywords but limit them to 10 per page. You can change your keywords on each page and update them OFTEN. 2. Links – the more the better. One way links to your site are better than reciprocal links. (Google “links: ” to find out who is linking to you). 3. Blogs – search engines love fresh content and blogs provide that. Be sure to register your site at 4. Splash pages, required cookies, flash, frames and javascript can hurt your rankings. 5. Alternative text – web crawlers can’t read images, but they can read alternative text 6. register with directories like and
  • On email marketing – great way to reach customers fast and cheap – HOWEVER, you must gain permission before you start emailing them and you MUST have an “opt out” plan Send coupons around special events – keep a “wish list” on hand for shoppers so people can come in and buy for them off that list Reward loyal shoppers
  • Main Street Mercantile 11.09

    1. 1. M arketing Your New Business Oklahoma Main Street Center November Program Managers Training November 3-5 / Perry, OK
    2. 2. Overview <ul><li>Image and Branding </li></ul><ul><li>Logo Development </li></ul><ul><li>Web Presence </li></ul><ul><li>Advertising Campaign </li></ul><ul><li>Grand Opening </li></ul>
    3. 3. Image and Branding <ul><li>Image is Everything </li></ul><ul><li>Image </li></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Profile </li></ul></ul><ul><ul><li>Public perception </li></ul></ul><ul><ul><li>Directly ties to expectation – Set the bar high </li></ul></ul><ul><li>Branding includes sharing your image with others so they also recognize who you are and what they can expect from you </li></ul><ul><li>Branding comes from telling your story </li></ul><ul><ul><li>What makes you special? </li></ul></ul>
    4. 4. Image and Branding <ul><li>branding encompasses </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Business plan </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>in one large cohesive presentation. </li></ul></ul>
    5. 5. Image and Branding <ul><li>If branding is done correctly, it makes the buyer believe and trust your product over your competitors. </li></ul><ul><li>&quot;Branding is the reason why people perceive you as the only solution to their problem.&quot; </li></ul><ul><li>Rob Frankel, a branding expert and author of The Revenge of Brand X: How to Build a Big Time Brand on the Web or Anywhere Else </li></ul>
    6. 6. Image and Branding <ul><li>Establishing your brand </li></ul><ul><ul><li>Clarity </li></ul></ul><ul><ul><li>Consistency </li></ul></ul><ul><ul><li>Character </li></ul></ul>
    7. 7. Image and Branding <ul><li>Establishing your brand </li></ul><ul><ul><li>Clarity </li></ul></ul><ul><ul><ul><li>Should suggest something positive about the products or services you provide </li></ul></ul></ul><ul><ul><ul><li>Short, sharp, concise and easily remembered </li></ul></ul></ul>
    8. 8. Image and Branding <ul><li>Establishing your brand </li></ul><ul><ul><li>Consistency </li></ul></ul><ul><ul><ul><li>Maintaining a level of expectation </li></ul></ul></ul><ul><ul><ul><li>Telling the same story over and over and over </li></ul></ul></ul><ul><ul><ul><li>All correspondence MUST have the same look and feel </li></ul></ul></ul>
    9. 9. Image and Branding <ul><li>Business Cards: </li></ul>
    10. 10. Image and Branding <ul><li>Stationary / Invoices: </li></ul>
    11. 11. Image and Branding <ul><li>Signage: </li></ul>
    12. 12. Image and Branding <ul><li>Establishing your brand </li></ul><ul><ul><li>Character </li></ul></ul><ul><ul><ul><li>Businesses have personality </li></ul></ul></ul><ul><ul><ul><li>Remember to remain professional </li></ul></ul></ul><ul><ul><ul><li>Important to be genuine </li></ul></ul></ul>
    13. 13. Logos
    14. 14. Logos
    15. 15. Logos
    16. 16. Logos
    17. 17. Logo <ul><li>Reflect the company’s personality </li></ul><ul><li>Be simple – avoid too much detail </li></ul><ul><ul><li>Including too many colors </li></ul></ul><ul><li>Be scalable – Jpeg / GIF / EPS version </li></ul><ul><li>Artistically balanced </li></ul><ul><ul><li>Pleasing to the eye </li></ul></ul><ul><ul><li>Appear symmetrical </li></ul></ul>
    18. 18. Logo <ul><li>Needs to be on EVERYTHING </li></ul><ul><ul><li>You should be tired of seeing it  </li></ul></ul><ul><ul><li>Logos should last 10-15 years </li></ul></ul><ul><ul><li>Immediately recognizable as your business </li></ul></ul><ul><li>Trend is headed towards wording only </li></ul><ul><ul><li>Check out National Trust, and NMSC </li></ul></ul>
    19. 19. Logo <ul><li>Wanted to feel like a “Mercantile” </li></ul><ul><ul><li>Googled images </li></ul></ul><ul><ul><ul><li>Mainly black and white </li></ul></ul></ul><ul><ul><ul><li>Traditional looking fonts </li></ul></ul></ul><ul><li>With a modern twist </li></ul><ul><ul><li>Lime green accents </li></ul></ul><ul><li>Branding </li></ul><ul><ul><li>Can pull out the large “M” for branding purposes </li></ul></ul>
    20. 20. Logo
    21. 21. Logo <ul><li>Branding Element </li></ul><ul><ul><li>Simple </li></ul></ul><ul><ul><li>Concise </li></ul></ul><ul><ul><li>Scalable </li></ul></ul><ul><ul><li>Recognizable </li></ul></ul><ul><ul><li>Representative </li></ul></ul>
    22. 22. Logo <ul><li>Should look good in black and white as well as reversed background color </li></ul>
    23. 23. Web Presence
    24. 24. Web Presence - Website <ul><li>Website </li></ul><ul><ul><li>Home base </li></ul></ul><ul><ul><ul><li>Look and Feel </li></ul></ul></ul><ul><ul><ul><li>Navigation </li></ul></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><li>Functionality </li></ul></ul></ul><ul><ul><ul><li>Maintainability </li></ul></ul></ul><ul><ul><ul><li>Reporting </li></ul></ul></ul>
    25. 30. Web Presence - Website <ul><li>Tools to create your own: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> – domain & website tonight </li></ul></ul><ul><li>Can create a site for as little as $4.99/month </li></ul><ul><ul><li>E-Commerce for $30/month </li></ul></ul><ul><li>Can register a domain name for around $10/year </li></ul>
    26. 31. Web Presence - Website <ul><li>Is it serving it’s purpose? </li></ul><ul><li>Are there things for people to do? </li></ul><ul><ul><li>Shop </li></ul></ul><ul><ul><li>Give feedback </li></ul></ul><ul><ul><li>Show products? Menu? Services? </li></ul></ul>
    27. 32. Web Presence – Social Networks <ul><li>Facebook Fan Page </li></ul><ul><li>Twitter </li></ul>
    28. 35. Web Presence - Blog <ul><li>Show personality </li></ul><ul><li>Longer posts </li></ul><ul><li>Journal </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    29. 38. Web Presence - Directories <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Wikipedia entry for your business? </li></ul><ul><ul><li>Wikipedia indexes high in search results </li></ul></ul>Registering with the different online directories will help people find you and increase your SEO results
    30. 39. Advertising <ul><li>Print </li></ul><ul><ul><li>Good to include communities that use your town </li></ul></ul><ul><ul><ul><li>Perry Journal covers Morrison, Red Rock, Billings, Covington-Douglas, Mulhall-Orlando and communities within a 45 mile radius </li></ul></ul></ul><ul><ul><ul><li>What communities use your business district? </li></ul></ul></ul><ul><ul><li>Wednesdays and Weekends </li></ul></ul><ul><ul><ul><li>The shopper comes out on Wednesdays </li></ul></ul></ul><ul><ul><ul><li>More people read weekend editions </li></ul></ul></ul>
    31. 40. Advertising <ul><li>Print Media Schedule for Mercantile </li></ul><ul><ul><li>Wednesday and Saturday are most read </li></ul></ul><ul><ul><ul><li>Wednesday = shopper </li></ul></ul></ul><ul><ul><ul><li>Saturday = weekend </li></ul></ul></ul><ul><ul><li>Rotating schedule of ads and articles </li></ul></ul>
    32. 41. Advertising <ul><li>Print Media Schedule for Mercantile </li></ul><ul><ul><li>Oct. 21 (W) – Article – overview of training </li></ul></ul><ul><ul><li>Oct. 24 (S) – Ad – Coming Soon </li></ul></ul><ul><ul><li>Oct. 28 (W) – Ad – Hours and Concept </li></ul></ul><ul><ul><li>Oct. 31 (S) – Ad – Grand Opening Details </li></ul></ul><ul><ul><li>Nov. 3 (Tues) – Article – training w/ schedule </li></ul></ul><ul><ul><li>Nov. 4 (W) – Article over training with photos </li></ul></ul>
    33. 42. Advertising
    34. 43. Advertising
    35. 44. Advertising
    36. 45. Advertising <ul><li>Radio </li></ul><ul><ul><li>Local Stations </li></ul></ul><ul><ul><ul><li>Perry radio comes out of Oklahoma City and Stillwater </li></ul></ul></ul><ul><ul><ul><li>Which station does your community listen to? </li></ul></ul></ul>
    37. 46. Advertising <ul><li>Direct Mail </li></ul><ul><ul><li>Collect info from your customers </li></ul></ul><ul><ul><ul><li>Birthday information </li></ul></ul></ul><ul><ul><ul><li>Anniversaries </li></ul></ul></ul><ul><ul><ul><li>Special sales </li></ul></ul></ul><ul><ul><ul><li>Email Address – and get permission! </li></ul></ul></ul><ul><ul><li>Purchase lists from outside source </li></ul></ul><ul><ul><li>Postcards cost less to mail </li></ul></ul>
    38. 47. Advertising <ul><li>The more distinct and clear your brand, the harder your advertising works </li></ul><ul><li>Instead of having to run your ads eight or nine times, you only have to run them three times </li></ul><ul><ul><ul><ul><ul><li>- Rob Frankel </li></ul></ul></ul></ul></ul>