MARKETING &<br />BRANDING EFFECTIVENESS <br />Braden Douglas<br />December 2010<br />
Niagara Falls, Canada<br />
Family<br />
Braden & Stu<br />
Career Path<br />relevention.com<br />
Relevention Marketing<br />
Relevention Marketing Team<br />
Relevention 8 Step Marketing Process<br />1<br />Set a<br />Clear<br />Direction<br />6<br />Engage<br />Your<br />Audienc...
Set a Clear Direction<br />Step<br />1<br />
Set a Clear Direction<br />Step<br />1<br />Background<br />Purpose<br />MISSION<br />VISION<br />VALUES<br />OBJECTIVES<b...
Set a Clear Direction<br />Step<br />1<br />MISSION   To organize the world's information and 	     make it universally ac...
Set a Clear Direction<br />Step<br />1<br />VISION  Designed to help eliminate AIDS.<br />relevention.com<br />
Set a Clear Direction<br />Step<br />1<br />VALUES   Relationships<br />	    Execution<br />	    Wow<br />relevention.com<...
Set a Clear Direction<br />OBJECTIVES   # of standing ovations<br />	            # of invitations to play internationally<...
Relevention 8 Step Marketing Process<br />1<br />Set a<br />Clear<br />Direction<br />6<br />Engage<br />Your<br />Audienc...
Perfect Your Offering<br />Step<br />2<br />
Perfect Your Offering<br />Step<br />2<br />FEATURES<br />15 Years of Experience<br />Blog for Freelance Designers<br />Ne...
Product or Service<br />Life Cycle<br />Perfect Your Offering<br />Step<br />2<br />SALES<br />TIME<br />
Perfect Your Offering<br />Step<br />2<br />LOOKING AT ALTERNATIVE USES<br />
Relevention 8 Step Marketing Process<br />1<br />Set a<br />Clear<br />Direction<br />6<br />Engage<br />Your<br />Audienc...
Know Your Audience<br />Step<br />3<br />
Know Your Audience<br />Step<br />3<br />Consumer Trend Void<br />Needs &Offerings<br />OMG<br />OMG!<br />Time<br />Targe...
Know Your Audience<br />Step<br />3<br />DEMOGRAPHICS<br /><ul><li>Location
Age
Gender
Occupation / Income
Marital Status
Ethnicity</li></ul>PSYCHOGRAPHICS<br /><ul><li>Product / Service Usage
Expectations
Motivations / Needs
Trends & Styles
Barriers to Entry</li></li></ul><li>Know Your Audience<br />Step<br />3<br />PRIMARY AUDIENCE<br />SECONDARY AUDIENCE<br />
Relevention 8 Step Marketing Process<br />1<br />Set a<br />Clear<br />Direction<br />6<br />Engage<br />Your<br />Audienc...
Carve a Unique Position<br />Step<br />4<br />relevention.com<br />
Carve a Unique Position<br />Step<br />4<br />COMPETITORS<br />ALTERNATIVES<br />
Market Position<br />Graph<br />Carve a Unique Position<br />Step<br />4<br />High<br />Perceived Benefits <br />Low<br />...
Market Position:Consulting Service <br />Carve a Unique Position<br />Step<br />4<br />High<br />1 – 1 in Person Consultat...
Relevention 8 Step Marketing Process<br />1<br />Set a<br />Clear<br />Direction<br />6<br />Engage<br />Your<br />Audienc...
Expand Through Distribution<br />Step<br />5<br />Starbucks<br />
Starbucks<br />Distribution<br />Expand Through Distribution<br />Step<br />5<br />New<br />Store<br />Locations<br />Merc...
Relevention<br />Distribution<br />Expand Through Distribution<br />Step<br />5<br />Affiliates<br />Advertising<br />Medi...
Relevention 8 Step Marketing Process<br />1<br />Set a<br />Clear<br />Direction<br />6<br />Engage<br />Your<br />Audienc...
Engage Your Audience<br />Step<br />6<br />
Engage Your Audience<br />Step<br />6<br />5 STAGE PROMOTIONAL STRATEGY<br />Promotional Tactics<br />1<br />Brand Identit...
Engage Your Audience<br />Step<br />6<br />Brand Pyramid<br />1<br />Brand Identity<br />Personality<br />Emotional Reward...
Engage Your Audience<br />Step<br />6<br />Brand Checklist<br />1<br />Brand Identity<br />CHOOSE ONE CLEAR CORE BENEFIT.<...
Does it have personality?
Does this benefit differentiate your business from competitors?
Is this benefit obtainable and sustainable?
Is it presented in a memorable way?</li></li></ul><li>Engage Your Audience<br />Step<br />6<br />Memorable Experience<br /...
Engage Your Audience<br />Step<br />6<br />2<br />Message Creation<br />
Engage Your Audience<br />Step<br />6<br />2<br />Message Creation<br />
Engage Your Audience<br />Step<br />6<br />2<br />Message Creation<br />relevention.com<br />
Engage Your Audience<br />Step<br />6<br />2<br />Message Creation<br /> Need<br />2. Benefit<br />3. Reason-to-Believe<br...
Engage Your Audience<br />Step<br />6<br />3<br />Awareness<br />TARGETED<br />
Engage Your Audience<br />Step<br />6<br />3<br />Awareness<br />TARGETED<br />
Engage Your Audience<br />Step<br />6<br />3<br />Awareness<br />TARGETED<br />
Engage Your Audience<br />Step<br />6<br />3<br />Awareness<br />COVERAGE<br />
Engage Your Audience<br />Step<br />6<br />3<br />Awareness<br />COVERAGE<br />
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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.

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Wish List 2010 Las Vegas Conference

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

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