Big Brand Strategies for Small Business - FastTrac Presentation 2012

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An introduction to the marketing strategies behind big-brands that you can use to help grow your small business.

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Big Brand Strategies for Small Business - FastTrac Presentation 2012

  1. 1. Big Brand Strategies for Small Business
  2. 2. A marketing conversation <ul><li>Introduce 5-rules for small business marketing </li></ul><ul><li>Encourage your input & questions </li></ul><ul><li>Take one thing that you can apply to your company </li></ul><ul><li>Steal great ideas from big-brands! </li></ul>For the full presentation and handouts go to: www.SmallBusinessMiracles.com/FastTrac
  3. 3. Why follow the trends of big brands? <ul><li>Big Brands invest in the research </li></ul><ul><li>They know what works and what doesn’t work </li></ul><ul><li>Some ‘get it.’ Some don’t. </li></ul><ul><li>Use your own consumer experiences as learning tools </li></ul>
  4. 4. The definitive example-Big Brand Strategy Big brands focus on relationships & customer experience
  5. 5. Follow the trends of big brands <ul><li>Why is this possible for any size business? </li></ul><ul><ul><li>Internet & email </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Digital printing </li></ul></ul><ul><ul><ul><li>All allow scale, from 1-to-many </li></ul></ul></ul>Big brands focus on relationships & experience
  6. 6. 5 Rules of small business marketing <ul><li>Establish a position </li></ul><ul><li>Speak with a single voice </li></ul><ul><li>Reward customer loyalty </li></ul><ul><li>Add emotion to your message </li></ul><ul><li>Communicate consistently </li></ul>
  7. 7. 1. Establish Your Brand Position
  8. 8. 1. Establishing a position <ul><li>List your competitors </li></ul><ul><ul><li>What they do well, what they do poorly </li></ul></ul><ul><li>How do you differentiate yourself? </li></ul><ul><li>What do you do? </li></ul><ul><ul><li>Better - cheaper - faster - with more fun – with added value? </li></ul></ul><ul><ul><li>Answer from customer’s perspective </li></ul></ul><ul><ul><li>Stick to it until the market changes </li></ul></ul>This is your guiding light.
  9. 9. Establishing a position The words we use tell us a lot about a brand.
  10. 10. Establishing a position
  11. 11. Establishing a position
  12. 12. Establishing a position What two changes fixed their brand perception?
  13. 13. Establishing a position When products are similar… Positioning creates distinction – affecting price, placement and consumer image
  14. 14. Establishing a position Positioning creates distinction – affecting price, placement and consumer image
  15. 15. Establishing a position <ul><li>Create 3 words, 3 sentences, 3 paragraphs that describe your competitive advantage or position </li></ul><ul><ul><li>Does everyone know it & understand it? </li></ul></ul><ul><ul><li>Is it short, clear, succinct and quantifiable? </li></ul></ul><ul><ul><li>Does it resonate with your potential customers? </li></ul></ul>
  16. 16. Establishing a position
  17. 17. 2. Speak with a Single Voice
  18. 18. 2. Speak with a single voice <ul><li>Can’t be everything to everyone </li></ul><ul><li>Use your position in your message </li></ul><ul><li>We see over 8,000 messages a day </li></ul><ul><li>Repetition increases memory </li></ul><ul><li>Use similar styles and images </li></ul>Successful brands consistently deliver the same quality product and the same brand messages.
  19. 19. Speak with a single voice <ul><li>Lou’s BBQ </li></ul><ul><li>Hardwood smoked </li></ul><ul><li>Catering from 10 – 10,000 </li></ul><ul><li>Wedding receptions </li></ul><ul><li>To go orders & delivery </li></ul><ul><li>Ribs, chops, steaks, burgers & more </li></ul><ul><li>Over 15 TVs to watch the game </li></ul><ul><li>Winner of 10 blue ribbons </li></ul>What will you remember?
  20. 20. Speak with a single voice <ul><li>Lou’s BBQ </li></ul><ul><li>Home of really big napkins </li></ul><ul><li>Generous portions in a casual setting </li></ul><ul><li>Award winning KC Style BBQ </li></ul><ul><li>Enough for dinner tonight & tomorrow </li></ul>What will you remember? Brief, on-targeted messages that convey the experience. But beware of the risks.
  21. 21. Speak with a single voice “ Don’t Make Me Think” Speak like a customer, to the customer
  22. 22. 3. Reward Customer Loyalty
  23. 23. 3. Reward customer loyalty <ul><li>It’s cheaper to keep a customer than find a new one </li></ul><ul><li>Thank and reward your best customers </li></ul><ul><ul><li>Frequency discounts </li></ul></ul><ul><ul><li>“ Special sales” notices </li></ul></ul><ul><ul><li>Value-added services </li></ul></ul><ul><ul><li>Thank-you cards, calls & letters </li></ul></ul>Make it personal - Make a customer a friend
  24. 24. Reward customer loyalty Big Brand Strategy - World Class Customer Service
  25. 25. Reward customer loyalty
  26. 26. Reward customer loyalty Big Brand Strategy - Measured Loyalty
  27. 27. 4. Find the Emotional Connection
  28. 28. 4. Find the emotional connection Customers with an emotional connection are loyal We celebrate every event in our lives, from birth to death, with a card. But in business we often overlook opportunities for an emotional connection.
  29. 29. Find the emotional connection Customers with an emotional connection are loyal Freedom Travel, wealth, health, career Security Physical security, job security Greed Beat the competition Pleasure Recreational, emotional, hedonistic Status Exclusivity, achievement Safety Protect your loved ones Love Strong emotional connections Guilt Don’t disappoint those you love Health Be active, participate
  30. 30. Find the emotional connection
  31. 31. Find the emotional connection <ul><ul><ul><li>How can you create an emotional connection? </li></ul></ul></ul>
  32. 32. 5. Communicate Consistently
  33. 33. <ul><li>Find your target, then advertise </li></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Interactive & websites </li></ul></ul><ul><ul><li>Events & tradeshows </li></ul></ul><ul><ul><li>And many, many others </li></ul></ul>5. Communicate Consistently
  34. 34. Direct Mail <ul><li>Very targeted </li></ul><ul><li>Good for business & consumer </li></ul><ul><li>Flexible - sales, coupons, etc. </li></ul><ul><li>Use your database first </li></ul><ul><li>Avoid clutter </li></ul>
  35. 35. Online Strategies - Websites <ul><li>Maintain single voice </li></ul><ul><li>Measure & optimize (SEO) </li></ul><ul><li>Pay-Per-Click (SEM) </li></ul><ul><li>Content is still king </li></ul>Deliver full experience online – Shop, buy, communicate
  36. 36. Online Strategies – Social Media <ul><li>A part of your marketing, not the all it </li></ul><ul><li>Consumers have a louder voice than the company </li></ul><ul><li>Must haves: </li></ul><ul><ul><li>Consumer/facebook fans </li></ul></ul><ul><ul><li>Sales staff/Linkedin network </li></ul></ul>
  37. 37. Events & Tradeshows <ul><li>Is it an appropriate event? </li></ul><ul><li>Go to several before investing </li></ul><ul><li>More than just entry fee </li></ul><ul><ul><li>Prizes or give-a-ways </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Booth & graphics </li></ul></ul>Trends: Marketing sophistication of tradeshow organizers
  38. 38. Other Communication Vehicles <ul><li>Broadcast </li></ul><ul><li>Video </li></ul><ul><li>Outdoor </li></ul><ul><li>Print </li></ul><ul><li>Public Relations </li></ul><ul><li>Point-of-Sale </li></ul><ul><li>And an endless array of other options </li></ul>
  39. 39. 5 rules of small business marketing <ul><li>Establish a position </li></ul><ul><li>Speak with a single voice </li></ul><ul><li>Reward customer loyalty </li></ul><ul><li>Find an emotional connection </li></ul><ul><li>Communicate consistently </li></ul>Become an observer of big-brands & follow
  40. 40. Paul Weber 816.842.0100 [email_address] Please call or email with questions. For the full presentation and handouts go to: www.SmallBusinessMiracles.com/FastTrac

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