Achieving the Perfect Marketing Mix       Courtesy of: Freshly Baked CommunicationsThursday, July 21, 2011                ...
Nice to meet you! I’m Lauren Young.                          • My company makes your company                            be...
Raise your right hand                          • I promise not to view marketing as a secondary                           ...
Marketing sch-marketing...                          • Consumer confidence drops                          • Major competitio...
Excuse #1- Consumer Confidence                          • Cautious spending, not zero spending                          • N...
Excuse #2 - Big Fish, Same Pond                          • Everyone has to come to you now, right?                        ...
Excuse #3 - The “Security” Risk                          • A friend of a friend of a friend mentioned you                 ...
Let’s change the order                          • LISTEN                          • EVOLVE                          • EMER...
Remember this?                          • I promise not to view marketing as a secondary                            expens...
Marketing is an investment                          • LISTEN - marketing research                          • EVOLVE - rebr...
What about this?                          • I promise to build not only my business brand,                            but ...
One bad apple spoils the bunch                          • Netflix understands this                          • Zappos unders...
KLT                          • A Michigan rock radio station?                          • An ecosystem conservation        ...
Yes, yes and yes...but no.                          • Know, Like & Trust                          • Why are you here today...
Quiz Time!                          • Which is more affected by                            the following scenarios?       ...
Personal or Business?                          • You receive a customer complaint because your                            ...
Personal or Business?                          • You forget to follow up on a qualified referral                           ...
Personal or Business?                          • You avoid networking events because you are                            no...
Last one!                          • I promise to start talking to my customers to                            find out what...
Put them in the hot seat                          • You’ll get real feedback.                          • They know you bes...
Time for a food reference...                          • Nothing tastes better than a                            loaf of fr...
Self Rising Flour                              • The foundation of bread                              • Not enough, you wo...
Self Rising Flour = WOM                              • The foundation of marketing                              • Not enou...
WOM includes...                          • Personal referrals                          • Product/service reviews          ...
Social media is sensitiveThursday, July 21, 2011            38
Social media is sensitiveThursday, July 21, 2011            39
Social media is here to stayThursday, July 21, 2011               40
Give them a reason to stay!                          • Ask questions                          • Offer something original  ...
Water                              • Dictates the consistency of the bread                              • Not enough, the ...
Water = Original Content                              • All about what your company is worth                              ...
Where should original content go?                          • Case studies     • Email blasts                          • Ca...
Subject Matter Expert                          • You are asked for your opinion constantly                          • Peop...
Olive Oil                              • Paired with water - creates the strength of bread                              • ...
Olive Oil = Reputation                              • Original content + good rep = captive audience                      ...
Repairing a Reputation                          • Do something good                          • Resolve your issues        ...
Do something goodThursday, July 21, 2011    49
Resolve your issuesThursday, July 21, 2011      50
Give it timeThursday, July 21, 2011   51
Salt                              • Makes bread palatable                              • Not enough, the flavor will be lac...
Salt                              • Makes bread palatable                              • Not enough, the flavor will be lac...
Salt = Brand Recognition                              • Makes your company stand out                              • Not en...
Can you spot these brands?Thursday, July 21, 2011             55
Would any of these logos work?Thursday, July 21, 2011                 56
What’s missing?                          • Flour       • WOM                          • Water       • Original Content    ...
You need a strategy!                              • a.k.a. the mixing bowl...                              • Combine the i...
How much marketing do I need?                          • Instead, ask...                            “How soon do I want my...
Thank you!                                             Questions?            Word of Mouth • Original Content • Reputation...
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Achieving the Perfect Marketing Mix by Freshly Baked Communications

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For more information about brand marketing strategy and creative content writing, visit Freshly Baked Communications at www.FBC-Chicago.com or call 800-698-6858.

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Achieving the Perfect Marketing Mix by Freshly Baked Communications

  1. 1. Achieving the Perfect Marketing Mix Courtesy of: Freshly Baked CommunicationsThursday, July 21, 2011 1
  2. 2. Nice to meet you! I’m Lauren Young. • My company makes your company become memorable. • We write professional marketing communication. • We are not a bakery, sorry :(Thursday, July 21, 2011 2
  3. 3. Raise your right hand • I promise not to view marketing as a secondary expense for my business. • I promise to build not only my business brand, but my personal brand, as well. • I promise to start talking to my customers to find out what they want from me.Thursday, July 21, 2011 14
  4. 4. Marketing sch-marketing... • Consumer confidence drops • Major competition goes out of business • Personal referrals seem to workThursday, July 21, 2011 15
  5. 5. Excuse #1- Consumer Confidence • Cautious spending, not zero spending • Necessities + “non-negotiables” = The End • EVOLVEThursday, July 21, 2011 16
  6. 6. Excuse #2 - Big Fish, Same Pond • Everyone has to come to you now, right? • Why did they all leave the other brand? • LISTENThursday, July 21, 2011 17
  7. 7. Excuse #3 - The “Security” Risk • A friend of a friend of a friend mentioned you • Friends become enemies (or competitors) • EMERGEThursday, July 21, 2011 18
  8. 8. Let’s change the order • LISTEN • EVOLVE • EMERGEThursday, July 21, 2011 19
  9. 9. Remember this? • I promise not to view marketing as a secondary expense for my business.Thursday, July 21, 2011 20
  10. 10. Marketing is an investment • LISTEN - marketing research • EVOLVE - rebrand and update materials • EMERGE - product/service announcementsThursday, July 21, 2011 21
  11. 11. What about this? • I promise to build not only my business brand, but my personal brand, as well.Thursday, July 21, 2011 22
  12. 12. One bad apple spoils the bunch • Netflix understands this • Zappos understands this • Does your company understand this?Thursday, July 21, 2011 23
  13. 13. KLT • A Michigan rock radio station? • An ecosystem conservation organization in Kansas? • A Kawasaki bike manufactured in the 1980s?Thursday, July 21, 2011 24
  14. 14. Yes, yes and yes...but no. • Know, Like & Trust • Why are you here today? • Your personal brand is more important than your business brandThursday, July 21, 2011 25
  15. 15. Quiz Time! • Which is more affected by the following scenarios? • Select either “personal brand” or “business brand” • Feel free to confer with your neighborsThursday, July 21, 2011 26
  16. 16. Personal or Business? • You receive a customer complaint because your product/service was not satisfactory. • BUSINESS. • If your company name is sullied, you can always rename your business or move to a new location or change your staff to meet expectations. • Comcast is now Xfinity.Thursday, July 21, 2011 27
  17. 17. Personal or Business? • You forget to follow up on a qualified referral and the potential client decides to go elsewhere. • PERSONAL & BUSINESS. • You were too busy to talk to a referral, now your referral parties will be to busy to talk to you. • Ever been passed around on hold with customer service for your bank or cell phone provider?Thursday, July 21, 2011 28
  18. 18. Personal or Business? • You avoid networking events because you are not comfortable making small talk. • PERSONAL. • If you don’t have a spokesperson, it’s time to get out there and start talking to others! • Penn & TellerThursday, July 21, 2011 29
  19. 19. Last one! • I promise to start talking to my customers to find out what they want from me.Thursday, July 21, 2011 30
  20. 20. Put them in the hot seat • You’ll get real feedback. • They know you best. • Don’t open Pandora’s box!Thursday, July 21, 2011 31
  21. 21. Time for a food reference... • Nothing tastes better than a loaf of freshly baked bread, mmm... • What do you need to create delicious bread?Thursday, July 21, 2011 33
  22. 22. Self Rising Flour • The foundation of bread • Not enough, you won’t have much bread • Too much, you will have a dense, powdery mess !Thursday, July 21, 2011 35
  23. 23. Self Rising Flour = WOM • The foundation of marketing • Not enough, no one knows about you • Too much, you risk overexposure !Thursday, July 21, 2011 36
  24. 24. WOM includes... • Personal referrals • Product/service reviews • The omnipresent social media platformsThursday, July 21, 2011 37
  25. 25. Social media is sensitiveThursday, July 21, 2011 38
  26. 26. Social media is sensitiveThursday, July 21, 2011 39
  27. 27. Social media is here to stayThursday, July 21, 2011 40
  28. 28. Give them a reason to stay! • Ask questions • Offer something original • Thank them publiclyThursday, July 21, 2011 41
  29. 29. Water • Dictates the consistency of the bread • Not enough, the flour will absorb it all • Too much, you will wash away the flourThursday, July 21, 2011 ! 42
  30. 30. Water = Original Content • All about what your company is worth • Not enough, you won’t be noticed • Too much, you won’t relate to your audienceThursday, July 21, 2011 ! 43
  31. 31. Where should original content go? • Case studies • Email blasts • Catalogs • Newsletters • Press releases • Keywords • Articles • WEBSITES • Speeches • SOCIAL MEDIA • Advertisements • AdvertisementsThursday, July 21, 2011 44
  32. 32. Subject Matter Expert • You are asked for your opinion constantly • People ask you to train others • You lead instead of following the trendsThursday, July 21, 2011 45
  33. 33. Olive Oil • Paired with water - creates the strength of bread • Not enough, really soft and hard to slice • Too much, greasy lump of dough !Thursday, July 21, 2011 46
  34. 34. Olive Oil = Reputation • Original content + good rep = captive audience • Original content + bad rep = still newsworthy • Repurposed content + bad rep = get ignored !Thursday, July 21, 2011 47
  35. 35. Repairing a Reputation • Do something good • Resolve your issues • Give it timeThursday, July 21, 2011 48
  36. 36. Do something goodThursday, July 21, 2011 49
  37. 37. Resolve your issuesThursday, July 21, 2011 50
  38. 38. Give it timeThursday, July 21, 2011 51
  39. 39. Salt • Makes bread palatable • Not enough, the flavor will be lacking • Too much, the flavor will be undetectable !Thursday, July 21, 2011 52
  40. 40. Salt • Makes bread palatable • Not enough, the flavor will be lacking • Too much, the flavor will be undetectable !Thursday, July 21, 2011 53
  41. 41. Salt = Brand Recognition • Makes your company stand out • Not enough, it will be hard to grow • Too much, open your company up to imitators !Thursday, July 21, 2011 54
  42. 42. Can you spot these brands?Thursday, July 21, 2011 55
  43. 43. Would any of these logos work?Thursday, July 21, 2011 56
  44. 44. What’s missing? • Flour • WOM • Water • Original Content • Olive Oil • Reputation • Salt • Brand RecognitionThursday, July 21, 2011 57
  45. 45. You need a strategy! • a.k.a. the mixing bowl... • Combine the ingredients in a controlled space • Your strategy ultimately drives your success !Thursday, July 21, 2011 59
  46. 46. How much marketing do I need? • Instead, ask... “How soon do I want my brand noticed?” • When you have all the ingredients...have a plan • Your strategy ultimately drives your successThursday, July 21, 2011 65
  47. 47. Thank you! Questions? Word of Mouth • Original Content • Reputation • Brand Awareness • Strategy Visit FBC on Facebook - facebook.com/freshlybakedcommunications Visit FBC on Twitter - twitter.com/LaurenAtFBC www.FBC-Chicago.comThursday, July 21, 2011 66

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