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Small Business Boot Camp with Jim Joseph at Vocus
 

Small Business Boot Camp with Jim Joseph at Vocus

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In 25 years as a marketing and branding expert, Jim has created brand experiences for Kellogg’s, Kraft, Ikea, Cadillac, Clean & Clear, American Express, Walmart and more. He teaches intensive ...

In 25 years as a marketing and branding expert, Jim has created brand experiences for Kellogg’s, Kraft, Ikea, Cadillac, Clean & Clear, American Express, Walmart and more. He teaches intensive marketing classes at New York University and his second book, The Experience Effect for Small Businesses, is in stores now.

Take a look at the Small Business Bootcamp he did with Vocus - you'll learn a ton, including:

-Create DIY ‘brand experiences’ that keep customers coming back
-Research techniques to help your brand connect with customers better
-Out-brand your rivals with some easy competitive analysis

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    Small Business Boot Camp with Jim Joseph at Vocus Small Business Boot Camp with Jim Joseph at Vocus Presentation Transcript

    • Small Business BootcampSmall Business BootcampJim JosephJim JosephPresident, Cohn & Wolfe North AmericaAward‐winning author of The Experience Effect for Small Business
    • Jim Joseph  Jim Joseph• President of Cohn & Wolfe, North America• Award‐winning author of The Experience Effect and the sequel Award‐winning author of The Experience Effect and the sequel  The Experience Effect for Small Business• Professor at NYU• Built brands both client‐side and at agencies• Helped blockbuster clients including: Kellogg’s, Kraft, Nestle,  Cadillac, Tylenol, Clean & Clear, Aveeno, Durex, AFLAC,  Cadillac Tylenol Clean & Clear Aveeno Durex AFLAC Ambien, IKEA, and Walmart g p p• Blogs at www.JimJosephExp.com
    • Team Sport – Spectator Sport p p p
    • A Marketer From The Start
    • A Lover Of Brands
    • Define “Marketing”D fi “M k ti ”
    • Building An Incredible Experience …  … That Builds Brand Loyalty• Transcends the product• Engages the consumer• Differentiates from the competition Differentiates from the competition• Adds value beyond compare• Able to be shared Abl t b h d
    • My Personal Brands y
    • Define “Brand”
    • What’s Good For The Big Brands…  … Will Help Small Business Will Help Small Business• Backbone of American economy• Key to economic recovery• Entrepreneurial spirit keeps us alive Entrepreneurial spirit keeps us alive
    • We Tend to Think that Big Brands Have …• Big budgets• Brilliant teams• Loads of experience Loads of experience• Deep resources
    • But Small Business Can Often               Be More Effective …• Sharp focus• Clear leadership• Easy prioritization Easy prioritization• Low overhead• Inherent efficiencies I h t ffi i i
    • WELCOME TO SMB BOOTCAMP!WELCOME TO SMB BOOTCAMP!
    • The Key Elements• BRAND:   BRAND: define• CUSTOMER:   know• EMOTIONAL BENEFIT:  identify EMOTIONAL BENEFIT id if• COMPETITION:   follow• POSITIONING:   develop• TOUCHPOINTS:   maximize• CONSISTENCY:  apply
    • Defining The Brand• Business best suited to own Business best suited to own• Inventory of skills to sell• Customer needs to fulfill• Gaps to capitalize• Competitors to overcome• Personality to build Personality to build
    • THE PERCEPTUAL MAPTHE PERCEPTUAL MAP
    • Lawyer• Lawyer• Family law• California• For women• “Will get you through”
    • Get To Know Your Customer• Constant pursuit• Ever evolving• Demographics vs. psychographics Demographics vs psychographics• Qualitative testing vs. quantitative testing• Unique ways to learn
    • Consumer Profile• Map out their lives Map out their lives• Give texture and meaning• Work, personal, history, goals W k l hi t l• Media consumption• Brand behavior
    • Formal Dress Shop• Special occasion dresses Special occasion dresses – Adult formal events: Susan – Teen proms: Teen proms: Allison
    • The Emotional Benefit …• Resonates• Connects• Shares Sh• Motivates• Decides…  Builds Brand Loyalty
    • Wants vs. Needs RATIONAL  EMOTIONAL  BENEFIT BENEFIT
    • Every Brand Has An Emotional Benefit … … Even Yours! E Y !
    • The Emotional Benefit …• Lawyer: Unconditional support Unconditional support• Retail boutique: Insider access• Restaurant: Personal chef l h f• Consultant: Smart beyond years• Cleaning service: Pampered
    • Look at the Competition More Broadly• Near in and far out• Direct assaults and more subtle distractions• Anything that competes with time and money
    • CONCENTRIC CIRCLES
    • Clothing Store on Main Street Other clothing stores on Main Street Clothing stores at the local mall Online clothing retailers Other retailers on Main Street
    • POSITIONING
    • POSITIONING:  Defined POSITIONING: DefinedThe space you want to occupy in your The space you want to occupy in your customer’s mind (emotionally based)
    • The Classic Positioning FormatTO: target market demographicWHO: target market psychographic target market psychographicBRAND IS: category cueTHAT: functional benefit functional benefitBECAUSE: reason whySO THAT:SO THAT: emotional benefit emotional benefitTAGLINE: summation
    • Chelsea Dry CleanersTO:TO our beloved neighbors of Chelsea b l d i hb f Ch lWHO: are the best dressed professionals in NYBRAND IS:BRAND IS: a safe haven for your important wardrobe choices a safe haven for your important wardrobe choicesTHAT: takes good care of you and your appearanceBECAUSE: special process along with a commitment to care p p gSO THAT: you can concentrate on being successful at workTAGLINE: Neighbors Helping You Work
    • Touchpoints BRAND
    • How to Use Touchpoints• Arm’s length distance• Unique to your customer and your brand• Maximized for action Maximized for action
    • Types of Touchpoints • Owned • Earned • Paid • Trade
    • Restaurant Touchpoints• Local advertising• Host• Menu• Website• Reviews• Facebook page• Waiter• Chef• Signage• Takeout bags• Partnerships with local businesses• Refer a friend promotion R f fi d ti
    • Making Good DecisionsMaking Good Decisions• Brand definition and consumer profile Brand definition and consumer profile• Budget and priorities• Consistency C i• Competitive activity• Pop culture• Opportunistic
    • New Definition of Brand Loyalty y y
    • Be A Benchmark Brand …
    • 5 Keys To A Great Brand Experience y p• Clearly defined brand• Well targeted customer• Great knowledge of the competition Great knowledge of the competition• Distinctive positioning• Maximized touchpoints
    • Contact InformationContact Information• Jim Joseph  – Twitter:  @jimjosephexp   @cohnwolfe  – Blog:  www.jimjosephexp.com – Website:  www.cohnwolfe.com• Vocus – Twitter:   @Vocus – Facebook: www.Facebook.com/Vocus – Blog: www.vocus.com/blog – Website: www.vocus.com
    • About VocusAbout Vocus Vocus is a leading provider of cloud-based marketing and PR software that helps organizations reach and influence buyers across social networks, online and through the media. Vocus provides a suite of software for online marketing, social media and PR that makes it easy for organizations to generate online visibility, build their social networks and attract new customers in today’s new customer-led buy g cycle. buying cyc eVocus Twitter: @Vocus Blog: www.vocus.com/blog Facebook: www.facebook.com/Vocus Website: www.vocus.cominVocus Twitter: @invocus Blog: www.vocus.com/invocus Bl /i #vocus # Email: invocus@vocus.com