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Wish List 2010 Las Vegas Conference
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Wish List 2010 Las Vegas Conference

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On December 3rd, 2010, Braden Douglas gave an informative talk on Relevention's 8 Step Marketing Process and how it relates to marketing and branding effectiveness.

On December 3rd, 2010, Braden Douglas gave an informative talk on Relevention's 8 Step Marketing Process and how it relates to marketing and branding effectiveness.

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Wish List 2010 Las Vegas Conference Presentation Transcript

  • 1. MARKETING &
    BRANDING EFFECTIVENESS
    Braden Douglas
    December 2010
  • 2. Niagara Falls, Canada
  • 3. Family
  • 4. Braden & Stu
  • 5. Career Path
    relevention.com
  • 6. Relevention Marketing
  • 7. Relevention Marketing Team
  • 8. Relevention 8 Step Marketing Process
    1
    Set a
    Clear
    Direction
    6
    Engage
    Your
    Audience
    7
    Put it
    Into
    Action
    3
    Know Your
    Audience
    2
    Perfect
    Your
    Offering
    5
    Expand
    Through
    Distribution
    8
    Keep
    Score
    4
    Carve a
    Unique
    Position
  • 9. Set a Clear Direction
    Step
    1
  • 10. Set a Clear Direction
    Step
    1
    Background
    Purpose
    MISSION
    VISION
    VALUES
    OBJECTIVES
    Direction
    Guidelines
    Motivation
  • 11. Set a Clear Direction
    Step
    1
    MISSION To organize the world's information and make it universally accessible and useful.
    relevention.com
  • 12. Set a Clear Direction
    Step
    1
    VISION Designed to help eliminate AIDS.
    relevention.com
  • 13. Set a Clear Direction
    Step
    1
    VALUES Relationships
    Execution
    Wow
    relevention.com
  • 14. Set a Clear Direction
    OBJECTIVES # of standing ovations
    # of invitations to play internationally
    # of orchestras copying their performance styles
    relevention.com
  • 15. Relevention 8 Step Marketing Process
    1
    Set a
    Clear
    Direction
    6
    Engage
    Your
    Audience
    7
    Put it
    Into
    Action
    3
    Know Your
    Audience
    2
    Perfect
    Your
    Offering
    5
    Expand
    Through
    Distribution
    8
    Keep
    Score
    4
    Carve a
    Unique
    Position
  • 16. Perfect Your Offering
    Step
    2
  • 17. Perfect Your Offering
    Step
    2
    FEATURES
    15 Years of Experience
    Blog for Freelance Designers
    New theme options
    to choose from
    BENEFITS
    15 years of tangible client results
    Expert Mentoring for Design Excellence
    New themes to dazzle your members
  • 18. Product or Service
    Life Cycle
    Perfect Your Offering
    Step
    2
    SALES
    TIME
  • 19. Perfect Your Offering
    Step
    2
    LOOKING AT ALTERNATIVE USES
  • 20. Relevention 8 Step Marketing Process
    1
    Set a
    Clear
    Direction
    6
    Engage
    Your
    Audience
    7
    Put it
    Into
    Action
    3
    Know Your
    Audience
    2
    Perfect
    Your
    Offering
    5
    Expand
    Through
    Distribution
    8
    Keep
    Score
    4
    Carve a
    Unique
    Position
  • 21. Know Your Audience
    Step
    3
  • 22. Know Your Audience
    Step
    3
    Consumer Trend Void
    Needs &Offerings
    OMG
    OMG!
    Time
    Target Audience
    Business / Organization
  • 23. Know Your Audience
    Step
    3
    DEMOGRAPHICS
    • Location
    • 24. Age
    • 25. Gender
    • 26. Occupation / Income
    • 27. Marital Status
    • 28. Ethnicity
    PSYCHOGRAPHICS
    • Product / Service Usage
    • 29. Expectations
    • 30. Motivations / Needs
    • 31. Trends & Styles
    • 32. Barriers to Entry
  • Know Your Audience
    Step
    3
    PRIMARY AUDIENCE
    SECONDARY AUDIENCE
  • 33. Relevention 8 Step Marketing Process
    1
    Set a
    Clear
    Direction
    6
    Engage
    Your
    Audience
    7
    Put it
    Into
    Action
    3
    Know Your
    Audience
    2
    Perfect
    Your
    Offering
    5
    Expand
    Through
    Distribution
    8
    Keep
    Score
    4
    Carve a
    Unique
    Position
  • 34. Carve a Unique Position
    Step
    4
    relevention.com
  • 35. Carve a Unique Position
    Step
    4
    COMPETITORS
    ALTERNATIVES
  • 36. Market Position
    Graph
    Carve a Unique Position
    Step
    4
    High
    Perceived Benefits
    Low
    High
    Low
    Price
  • 37. Market Position:Consulting Service
    Carve a Unique Position
    Step
    4
    High
    1 – 1 in Person Consultation
    1 – 1 Remote Consultation
    Seminar
    Perceived Benefits
    Tele-Seminar/Webinar
    Membership Site
    Book
    Free Articles/ Website
    Low
    High
    Low
    Price
  • 38. Relevention 8 Step Marketing Process
    1
    Set a
    Clear
    Direction
    6
    Engage
    Your
    Audience
    7
    Put it
    Into
    Action
    3
    Know Your
    Audience
    2
    Perfect
    Your
    Offering
    5
    Expand
    Through
    Distribution
    8
    Keep
    Score
    4
    Carve a
    Unique
    Position
  • 39. Expand Through Distribution
    Step
    5
    Starbucks
  • 40. Starbucks
    Distribution
    Expand Through Distribution
    Step
    5
    New
    Store
    Locations
    Merchandise
    Colleges
    Complimentary
    Core
    Locations
    Teas
    Alternative
    Locations
    Chill
    Drinks
    On the Run
    Airports
    U Brew
    Coffee
    Machines
    Bag of
    Beans
    VIA
  • 41. Relevention
    Distribution
    Expand Through Distribution
    Step
    5
    Affiliates
    Advertising
    Mediums
    Membership
    Site
    Calgary
    Core
    Marketing
    Consulting
    Office
    Expansion
    Magazines
    Information
    Products
    San
    Jose
    Education
    Seminars
    Books
    Curriculum
  • 42. Relevention 8 Step Marketing Process
    1
    Set a
    Clear
    Direction
    6
    Engage
    Your
    Audience
    7
    Put it
    Into
    Action
    3
    Know Your
    Audience
    2
    Perfect
    Your
    Offering
    5
    Expand
    Through
    Distribution
    8
    Keep
    Score
    4
    Carve a
    Unique
    Position
  • 43. Engage Your Audience
    Step
    6
  • 44. Engage Your Audience
    Step
    6
    5 STAGE PROMOTIONAL STRATEGY
    Promotional Tactics
    1
    Brand Identity
    3
    4
    5
    Repeat / Retention
    Awareness
    Trial
    2
    Message Creation
  • 45. Engage Your Audience
    Step
    6
    Brand Pyramid
    1
    Brand Identity
    Personality
    Emotional Rewards
    Product & Service Benefits
    Product & Service Features
    © Relevention Marketing Inc.
  • 46. Engage Your Audience
    Step
    6
    Brand Checklist
    1
    Brand Identity
    CHOOSE ONE CLEAR CORE BENEFIT.
    • Is the benefit valued by the target audience?
    • 47. Does it have personality?
    • 48. Does this benefit differentiate your business from competitors?
    • 49. Is this benefit obtainable and sustainable?
    • 50. Is it presented in a memorable way?
  • Engage Your Audience
    Step
    6
    Memorable Experience
    1
    Brand Identity
  • 51. Engage Your Audience
    Step
    6
    2
    Message Creation
  • 52. Engage Your Audience
    Step
    6
    2
    Message Creation
  • 53. Engage Your Audience
    Step
    6
    2
    Message Creation
    relevention.com
  • 54. Engage Your Audience
    Step
    6
    2
    Message Creation
    Need
    2. Benefit
    3. Reason-to-Believe
    4. Dramatic Difference
    5. Call-to-Action
  • 55. Engage Your Audience
    Step
    6
    3
    Awareness
    TARGETED
  • 56. Engage Your Audience
    Step
    6
    3
    Awareness
    TARGETED
  • 57. Engage Your Audience
    Step
    6
    3
    Awareness
    TARGETED
  • 58. Engage Your Audience
    Step
    6
    3
    Awareness
    COVERAGE
  • 59. Engage Your Audience
    Step
    6
    3
    Awareness
    COVERAGE
  • 60. Engage Your Audience
    Step
    6
    3
    Awareness
    COVERAGE
  • 61. Engage Your Audience
    Step
    6
    4
    Trial
    REDUCE
    BARRIERS
  • 62. Engage Your Audience
    Step
    6
    4
    Trial
    REDUCE
    BARRIERS
  • 63. Engage Your Audience
    Step
    6
    5
    Repeat/Retention
    RELATIONSHIP
    BUILDING
  • 64. Engage Your Audience
    Step
    6
    5
    Repeat/Retention
    RELATIONSHIP
    BUILDING
  • 65. Engage Your Audience
    Step
    6
    5
    Repeat/Retention
    RELATIONSHIP
    BUILDING
  • 66. Relevention 8 Step Marketing Process
    1
    Set a
    Clear
    Direction
    6
    Engage
    Your
    Audience
    7
    Put it
    Into
    Action
    3
    Know Your
    Audience
    2
    Perfect
    Your
    Offering
    5
    Expand
    Through
    Distribution
    8
    Keep
    Score
    4
    Carve a
    Unique
    Position
  • 67. Put it Into Action
    Step
    7
    MARKETING CALENDAR
    (6 month)
    © Relevention Marketing Inc. 2010
  • 68. Relevention 8 Step Marketing Process
    1
    Set a
    Clear
    Direction
    6
    Engage
    Your
    Audience
    7
    Put it
    Into
    Action
    3
    Know Your
    Audience
    2
    Perfect
    Your
    Offering
    5
    Expand
    Through
    Distribution
    8
    Keep
    Score
    4
    Carve a
    Unique
    Position
  • 69. Keep Score
    Step
    8
    RESULTS SCORECARD
    © Relevention Marketing Inc. 2010
  • 70. Ask me questions.
    Q & EH