CalSAE brand presentation

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  • CalSAE brand presentation

    1. 1. Creating a Raving Fan Base Transforming Membership Through Effective Branding Presented by Sheri Jacobs, CAE, President + Chief Strategist Avenue M Group, LLC CalSAE Annual Conference April 13, 2010 Long Beach, CA
    2. 2. What does branding mean to 2
    3. 3. What does branding mean to Branding used to mean the creative part of marketing. 3
    4. 4. What does branding mean to Branding used to mean the creative part of marketing. 3
    5. 5. What does branding mean to Branding used to mean the creative part of marketing. 3
    6. 6. What does branding mean to Branding used to mean the creative part of marketing. Snap. Crackle. Pop. 3
    7. 7. Emotional Selling Proposition 4
    8. 8. Emotional Selling Proposition 5
    9. 9. Organizational Selling Proposition 6
    10. 10. Organizational Selling Proposition 7
    11. 11. Organizational Selling Proposition 8
    12. 12. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 8
    13. 13. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 8
    14. 14. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 8
    15. 15. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 3. Fun work environment 8
    16. 16. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 3. Fun work environment 4. “Not into shoes” 8
    17. 17. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 3. Fun work environment 4. “Not into shoes” 5. 365 day return policy 8
    18. 18. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 3. Fun work environment 4. “Not into shoes” 5. 365 day return policy 6. The phone call 8
    19. 19. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 3. Fun work environment 4. “Not into shoes” 5. 365 day return policy 6. The phone call 7. Pointing members to competitors 8
    20. 20. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 3. Fun work environment 4. “Not into shoes” 5. 365 day return policy 6. The phone call 7. Pointing members to competitors 8. Long-term payoff 8
    21. 21. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 3. Fun work environment 4. “Not into shoes” 5. 365 day return policy 6. The phone call 7. Pointing members to competitors 8. Long-term payoff 9. Boot camp at the wharehouse 8
    22. 22. Organizational Selling Proposition 10 Ways to Improve Your Internal Branding Efforts 1. Personality 2. Free upgrades? 3. Fun work environment 4. “Not into shoes” 5. 365 day return policy 6. The phone call 7. Pointing members to competitors 8. Long-term payoff 9. Boot camp at the wharehouse 10. Airplane 8
    23. 23. Brand Selling Proposition 9
    24. 24. Brand Selling Proposition 10
    25. 25. Brand Selling Proposition Have you built a brand that is so powerful that members will buy something from you or attend your conference simply because your association offers it? Do your members want to show others that they belong to your organization? Do you give them a way to demonstrate that they belong? 11
    26. 26. Me Selling Proposition 12
    27. 27. Me Selling Proposition Members feel they own the brand. The Harley Owners Group is more than just an organization. It’s one million people around the world united by a common passion. 13
    28. 28. Me Selling Proposition H.O.G Fly & Ride What do you offer that is unique and valued and available to members only? 14
    29. 29. Razorfish Study - November 4 out of 5 Online Adults Now Participate in a Social Network 15
    30. 30. 97% searched for a brand 16
    31. 31. 77% watched an ad on 17
    32. 32. 40% have friended a brand on 18
    33. 33. 65% say a digital experience changed their opinion of a 19
    34. 34. 97% say the experience influenced their decision to Membership Books Education 20
    35. 35. 67% have read a corporate 21
    36. 36. 73% posted a review on Amazon, 22
    37. 37. 26% follow a brand on Twitter 23
    38. 38. Traditional Branding 24
    39. 39. Social Influence Branding 25
    40. 40. “Your brand is what Google says it is, not what you say it is.” Chris Anderson, Wired Magazine 26
    41. 41. Creating a brand- focused organization. 27
    42. 42. Creating a brand-focused Dear Emily, All those “hints” paid off. Especially when you said, “All I really want this year is an iPhone.” All we ask is that you show us how it works. Dad might want one too! Love, Mom & Dad 28
    43. 43. Creating a brand-focused How do you welcome new members and customers? Do you personalize the experience beyond adding their name to the salutation line? 29
    44. 44. Creating a brand-focused 30
    45. 45. Creating a brand-focused Do you make it easy for members, prospects and customers to start working with you? 31
    46. 46. Creating a brand-focused Can you meet or beat your member’s expectations with your product or service? 32
    47. 47. Creating a brand-focused What unexpected delight do you offer your members? 33
    48. 48. Do you follow up with new 34
    49. 49. What are 3 ways your organization can create a memorable brand experience at the beginning of the relationship? 35
    50. 50. 20 Tips to Creating a Raving Fan Base at your Organization. 36
    51. 51. 20 Tips to Creating a Raving Fan Tip #1 Offer V.I.P. Status Establish simple criteria and then provide benefits to your VIP members. 37
    52. 52. 20 Tips to Creating a Raving Fan Tip #2 Make it easy to share ideas. Promote social sharing if you want your message to go viral. 38
    53. 53. 20 Tips to Creating a Raving Fan Tip #3 Address emotional needs Create a brand based on how your offerings will meet emotional needs. 39
    54. 54. 20 Tips to Creating a Raving Fan My budget Tip #4 I don’t have the has been Address objections. time. cut. Identify all of the reasons someone will say no - and address them. Don’t ignore My colleague them. is already a member. 40
    55. 55. 20 Tips to Creating a Raving Fan Tip #5 Create a mantra and stick with it. Use your mantra as a filter. 41
    56. 56. 20 Tips to Creating a Raving Fan Tip #6 Think long-term pay-off, not short-term cost. 42
    57. 57. 20 Tips to Creating a Raving Fan Tip #7 Give a reason why. Your branding message should answer the questions on the minds of buyers. What are those questions? 43
    58. 58. 20 Tips to Creating a Raving Fan Tip #8 Show a personality. Use real photos, real words and real stories. People connect with people. 44
    59. 59. 20 Tips to Creating a Raving Fan Tip #9 Ask for feedback not testimonials “This session was worth getting up at 5:00 am and driving halfway across the state to attend!” 45
    60. 60. 20 Tips to Creating a Raving Fan Tip #10 Create messages that are portable. Does it take longer than 5 seconds to understand your message? 46
    61. 61. 20 Tips to Creating a Raving Fan Tip #12 Include free items or upgrades with membership. Free shipping, free online courses. 47
    62. 62. 20 Tips to Creating a Raving Fan Tip #13 Pick 1-3 real words that describe your key benefit. If you are not sure what to select, ask your employees, members and customers. What’s happening? 48
    63. 63. 20 Tips to Creating a Raving Fan Tip #14 Use logos and well-known name brands to give you credibility. 49
    64. 64. 20 Tips to Creating a Raving Fan Tip #15 Use crowdsourcing tools to solicit feedback, obtain suggestions and collect and rank ideas. 50
    65. 65. 20 Tips to Creating a Raving Fan Tip #16 Offer a 365-day return policy. Membership Conference Registration Books 51
    66. 66. 20 Tips to Creating a Raving Fan Tip #17 Have a sense of humor. 52
    67. 67. 20 Tips to Creating a Raving Fan Tip #18 Promote the brand not the location. Is WHAT you know…REALLY so? 53
    68. 68. 20 Tips to Creating a Raving Fan Tip #19 Create a human connection. Members may only interact with your association via the Web and on the phone. 54
    69. 69. 20 Tips to Creating a Raving Fan Tip #20 Build your branding around the most common reasons people share. 1. Self Interest - They will benefit 2. Altruism - Sharing makes them feel good. 3. Validation - Sharing makes them feel important 4. Affinity - Sharing makes them feel part of a community. 55
    70. 70. Do you still have questions? Contact me. Sheri Jacobs, CAE President + Chief Strategist Avenue M Group, LLC jacobs@avenuemgroup.com 56

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