Create a Winning Inbound Brand by Tiffany Sauder

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  • It’s a greed thing and it’s a fear thingEveryone and anyone cannot be your audienceYou don’t have enough money to make it so and it’s not how authentic things take hold Facebook was open only for college students – and the public demanded it become bigger – it wasn’t Zuckerbuergsorignial idea! the better product won - MySpace
  • Create a Winning Inbound Brand by Tiffany Sauder

    1. 1. How to build an Inbound Brand that wins every time Tiffany Sauder @TiffanySauder President of Element Three
    2. 2. THUMP
    3. 3. A. Hire a highly competent, exceptionally smart 20- something that doesn’t know inbound marketing and teach them B. Hire an Inbound Marketing hot-shot-know-it-all that won’t stop talking Hubspot would rather…
    4. 4. Hubspot would rather… A. Hire a highly competent, exceptionally smart 20- something that doesn’t know inbound marketing and teach them B. Hire an Inbound Marketing hot-shot-know-it-all that won’t stop talking
    5. 5. HOW WOULD HUBSPOT RESPOND IF AN EMPLOYEE SENT OUT A TWEET THAT WAS HIGHLY INAPPROPRIATE? a. Try to cover it up b. Own it
    6. 6. HOW WOULD HUBSPOT RESPOND IF AN EMPLOYEE SENT OUT A TWEET THAT WAS HIGHLY INAPPROPRIATE? a. Try to cover it up b. Own it
    7. 7. A. Not show up for a presentation because he forgot an extra set of clothes and is worried about looking perfect B. Wear yesterday’s clothes and show up on time Brian Halligan is more likely to:
    8. 8. A. Not show up for a presentation because he forgot an extra set of clothes and is worried about looking perfect B. Wear yesterday’s clothes and show up on time Brian Halligan is more likely to:
    9. 9. Walking through the halls of HubSpot you are more likely to hear: a. Try it, but don’t F*&k it up b. Book conference room D for 3 days so we can discuss every detail
    10. 10. Walking through the halls of HubSpot you are more likely to hear: a. Try it, but don’t F*&k it up b. Book conference room D for 3 days so we can discuss every detail
    11. 11. A. Give away lots of discounted tickets to Inbound to make this the biggest gathering of Inbound marketers in the world and create an awesome experience for all B. Not discount a single ticket because they want to make sure everyone who attends is completely committed to Inbound and has a stockpile of cash to spend Hubspot is more likely to
    12. 12. A. Give away lots of discounted tickets to Inbound to make this the biggest gathering of Inbound marketers in the world and create an awesome experience for all B. Not discount a single ticket because they want to make sure everyone who attends is completely committed to Inbound and has a stockpile of cash to spend Hubspot is more likely to
    13. 13. WHAT COULD GO WRONG?
    14. 14. ELEMENT THREE  HQ in Indianapolis  30 Employees  2012 Agency of the Year  Platinum Partner
    15. 15. 5 GUIDING BRAND PRINCIPLES For Inbound-y Marketers
    16. 16. The Brand is the Product. “ -Lee Clow
    17. 17. IT’S NOT WHAT YOU DO, IT’S HOW YOU HELP. WHAT THEY DO HOW THEY HELP Accounting & Financial Support A Crystal Ball to CEOs Posh Retirement Living Excitement for the Future Luxury RVs Access to an Elite Lifestyle Inspection Services Peace of Mind Sand, sea and sun A feeling of being totally alive
    18. 18. Watch Video: Marcus Buckingham Regarding Authenticity Your brand is like a person.“ — Marcus Buckingham
    19. 19. I’d rather be first than perfect. “ -Howard Schultz, CEO of Starbucks
    20. 20. “Know what you’re driving toward.
    21. 21. HOW DO WE DO IT? Let’s take a look at some tools
    22. 22. t @TiffanySauder DISCOVERY SESSION: inside out Discover internal vision, culture, beliefs  Converge on unique claim of distinction  Baseline used to compare perceptions of external audiences
    23. 23. AUDIENCE RESEARCH: outside in Uncovers powerful emotional and rational brand connections and perceptions of external audience(s)  Offers comparison point with internal vision and communications  Creates insights into why audiences choose your brand over others  Sets up underpinnings of brand assets to be developed
    24. 24. t @TiffanySauder
    25. 25. COMMUNICATIONS AUDIT: what the marketplace sees & hears Review historical and current literature and online presence (2 years)  Gauge for how consistent internal message is/ isn’t  Uncover where brand assets lie that can be carried forward  Key themes emphasized  What’s been done
    26. 26. How does Brand influence the decisions we make as Inbound Marketers?
    27. 27. (Most brands) want to be all things to all people. They want their brand to be a male brand and a female brand. An upper-crust brand and a plebeian brand. And in their greed they almost always end up with a brand which has no personality of any kind— a wishy washy neuter brand. -David Ogilvy The Unpublished David Ogilvy “
    28. 28. DO YOU KNOW YOUR ONE THING? t @TiffanySauder

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