2. My background
IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
3. Why are you here?
Hint: Have you got a burning
marketing question to ask? Now is
your chance!
4. Agenda:
Branding
Branding
Brand your business - A strong brand starts from the inside out. It
differentiates your business and attracts employees and customers. Learn
in this seminar:
• How a well-defined brand can help grow your business and what this means.
• How to craft a strong brand name, logo, and key messaging to support the
visual elements.
• How to develop a brand strategy that involves the "how you do what you do"
that shows your customers and employees you are valuable.
5.
6. What's in it for you?
1. Templates to follow
2. Resources
3. Lots of examples
4. Short cuts
Tip: See something you want to
know more about? Jot it down on
the feedback form and we will
make sure we get back to you with
the good oil.
7. Why do you need a brand
Let’s dispel some myths....
• First; A brand is not a logo.
• Second; A brand is not an identity.
• Finally; A brand is not a product.
Tip: It is not what you say it is, it is what your
customer says it is.
8. Why do you need a brand?
People have too many choices
Most have similar features or qualities
We tend to buy on trust
Trust = Reliability, and Delight
• Price premium
• Customer preference
• Shorter sales cycles
• Customer referral
• Recruit the best team
9. What elements make up a brand?
• Brand Strategy - positioning, value to your target market
Building a strong identity - Differentiate
• Brand Culture - How you do what you do - customer experience your values Building
a strong culture - Collaborate
• Brand Implementation - your look and feel
Communicating the brand - Innovate
10. Who are you?
What do you do? Why does it matter?
Tip: set up google alert for your
company, name and competitors
name
11. About Us
I don’t know who you are
I don’t know your company
I don’t know your company’s product
I don’t know what your company stands for.
I don’t know your company’s customers
I don’t know your company’s record
I don’t know your company’s reputation
Now what was it you wanted to sell to me?
Tip: People want to know who they
are dealing with. Make it easy for
them to find out and contact you.
12.
13. Your business strategy?
TARGET MARKET YOUR YOUR SKILLS, EXPERIENCE &
BUSINESS THE PROBLEM YOU SOLVE
VALUE
Tip: Are you just
grabbing any business
that walks in your door?
Or are you targeting the
market you want to
serve and that you are
designed to serve?
15. Target ideal customers, not everyone
You want your NEWSFLASH:
It is not
ideal customer
about YOU.
to say: It is about
“That’s for me” THEM.
Where do most of us have our focus most of the time?
Our problems, issues, challenges, predicaments, worries, and
pain are where we are focused.
17. Step into your customers’ shoes
What is their problem, issue or challenge? Set your mindset
to think "What is in if for me FM?
Tip: set up online survey, and ask
customers about your service,
how they found you etc
18.
19. What your prospect is thinking
1. Do you work with people like me?
2. Do you understand my problems, issues and challenges?
3. Do you have solutions and results that actually work for people like me?
4. Do you have some free information that can help me immediately? I don’t
want to pay for anything yet!
Tip: Look at your web and ask
yourself how well do we answer
these questions for our
customers?
20. Worksheet 1
Summarising your core marketing message
Target market / ideal client (demographics + psychographics)
Problem/Issue/challenge
Where is the pain? Where does it hurt?
Solution/Outcome
Success story
21. Worksheet 2
Marketing Message
Marketing Message
What do you say when someone asks you what you do?
The formula is:
What do you do?
We work with ________________(This Target Market)
Who ___________________(Have this Problem or Challenge)
How do you do that?
We help them get __________________(Ultimate Outcome)
Tell me more...
A good example is __________________(Success Story)
22. What is your elevator pitch?
Focus on the story
“ I’m a groomer that specialises in grooming small dogs
and come into my clients home so that the dog is more relaxed”
“We groom dogs and only use environmentally approved products.”
“We help pet owners who have let their pet hair get out of control
and now they dog or cat resists getting groomed.”
“ I take my time grooming elderly dogs and ensure that they
remain comfortable during the grooming process.”
23. Why should they care?
Expert Problem they solve
Grooming small dogs We specialise in small dog grooming needs with special equipment
Grooming - Environmental Provide an alternative to pets with allergies to some shampoos and
products
" We work with these kind of people, with this kind of
problem, who want this kind of outcome or solution."
24. Who wants to share their elevator
pitch?
" We work with these kind of people, with this kind of
problem, who want this kind of outcome or solution."
Tip: Remember there are prizes!
Those that share often get the
benefit the most ! Be brave.
25. Word of Mouth
Testimonials
Case Studies
Does this service really work?
Solution / Outcome - Trust
26.
27. Branding - Consistency and Reliability
Logo There are three components to the logo:
Style Guide 1. Words – The words in your business name and the words in
Value proposition your tagline
Values 2. Icon – The picture part of your logo.
3. Colour – The primary and secondary colour you choose for your
logo.
Brand Personality
Gregarious - Fun-loving
- Empathetic - Gracious
- Generous - Easy-going
- Professional - Intense
- Eccentric - Bubbly
32. Branding - Experience
How do you create a valuable customer experience?
Your Promises describe the result of your unique customer experience.
Your Promise is what differentiates you from your competition.
Your Promise is the intersection where your vision, your marketing intelligence, and your Client Fulfillment
meet.
33. Branding - Experience
INFORMATION
UNAWARE AWARE ATTENTION EXPERIENCE SIGN UP/SALE REFERRAL
GATHERING
The customer is
happy to refer you
They want more They want more At this stage, they The lead becomes
Becomes familiar after experiencing
Don't know information and information and may be ready for a a customer when
with you. great service and
anything about you are ready to are ready to "taste" or an they sign the
Association wants to tell your
or your company explore working explore working "EXPERIENCE" agreement and
referral, meet you story and REFER
with you with you prior to purchase pay.
you to their
network
Ideal Target Customer then
Build a Connection Prospect Lead Qualified Lead Advocate
Market Client
Publish Lead capture - Targeted Invitation to find Give them a taste Sign an agreement Write up a
autoresponder information that out more or a bite size or quotation testimonial or
solves their sample for free, success story
problem download, survey
results, free call
Referral Conversation - Clarify their issues
collect details
Direct Mail, Call to action An offer that
postcard, mail appeals to them
Advertising Call to action A call to action that
gets thier attention
Media - PR Lead capture - Subject matter that
autoresponder is important to
them
Networking Conversation - Events they would
collect details attend
Speaking Call to action and Events they would
lead capture attend
Online SEO, Lead capture - Words they would
Google, viral, autoresponder use and online
video and social tools
media
Getting found in Call to action and Directories they
Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus. My goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.
Biggest strength is to think like a customer. Show empathy. It is that simple and complex.
Your expectations? ask and note them down. If there is one thing you wanted to get out of tonight, what is it that you wanted answered. Am missing a marketing opportunity by not using twitter? Radio Commercials? How do I know that my marketing is working?
If you have any thing else you would like to add do it now!
Do you know what is working?
Do you know what is working?
Do you know what is working?
How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model.
It takes long term outlook so say no.
It takes long term outlook so say no.
T-shirt
Big nets: Advertising, google How much do you know about your customers? The narrower your customer focus the more business you will attract. Why? You know them well, what they want, where they are, there hot buttons. It’s a lot easier to market to a target group than to an unfocused group. Problem/Issues/Challenges Why do your ideal clients need this service? What’s not working or could work better? What’s missing? What’s broken? What’s frustrating or what are they struggling with? What are your clients complaining about? What are your competitors not currently delivering? What are the current expectations in your industry? How can you leverage your current level of expertise? What will a complete solution save your clients? What's the current cost of living with the problem? How are most services packaged? What's missing from most service packages?
Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.
Who wants to have a go? One of the most important things you can do in preparing to market is to study the problems of your clients. Why do they need you? What’s frustrating them? What are they struggling with? What’s missing for them? What don’t they have what they want to have? What keeps them awake at night? What is causing them grief?
What actual results will your clients be left with when they use your service? What ultimate result will make them happy? Ask, “If they got that result, would that be enough?” Get Attention The major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have? How do you solve this problem?
