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Online introduction
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
Online
Acceleration
@redrockbranding
linkedin.com/in/glenmcdermott
Glen McDermott
redrockbranding.com
CONNECT
Online Ecosystem
Online Ecosystem
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
Online Ecosystem
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
Offline
decrease in response rate of credit card direct
mail offers
of businesses reported that trade-shows
became less important over the last 6 months.
of direct mail is never opened
of people skip direct mail ads
decrease in % of budget allocated to
telemarketing
9x
28%
44%
86%
2x
Online
US users spend 2.7 times more time on
social media and blogs than e-mail
of US adults use social media at least
monthly
of US internet users read blogs
say their company blog is important or
critical
of marketing budgets is allocated to SEO
2.7x
91%
64%
62%
13%
Latest Marketing Trends
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
78% Trust
Slow Exposure
Full Engagement
Based to“Sharing”
Segmented Population
Online
14% Trust
Rapid Exposure
Little Engagement
Difficult to“Share”
General Population
Offline
Offline vs. Online
Online Ecosystem
Online Ecosystem
Online Ecosystem
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
Online Ecosystem
Online Ecosystem
SIMPLIFY
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
Create a Clear &
Compelling Message
Use words, pictures or both, so that everyone–from your
employees to your customers to your mother–can easily
understand your brand promise and why they should care
about it. The more memorable this message and image is,
the easier it is for "believers" to become "ambassadors" and
communicate it to others. The result: They will love you for
your clarity.
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
Stand for
Something
The best brands stand for something: a big idea, a
strategic position, a defined set of values, a voice that
stands apart. Symbols are vessels for meaning. They
become more powerful with frequent use and when
people understand what they stand for. They are the
fastest form of communication known to man
SIMPLIFY
AMPLIFY Integrated Advertising
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
Today’s
Consumers
Today’s consumers are much more connected and involved as
technology, the Internet and social media are a great part of the
consumers’lives.
Today’s consumers lose interest very quickly as they are
looking for something beyond the marketing message and ask
themselves the question:“What’s in it for me?”
Integrated advertising adds value and lets consumers take part
in an experience that they want to be involved in and share with
their friends.
The big idea has to integrate with media tools that link to each
other and not just stand alone.
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
AMPLIFY The Brand Funnel
Know
Like
Trust
Try
Buy
Advocate
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
AMPLIFY Fan Engagement Spectrum
BRAND
Super Fan
Advocate Team
Purchasing Fan
Engaged Fan
Potential Fan
250 PROSPECTS
BUT THE
REAL OPPORTUNITY
IS THEIR NETWORK
OF FRIENDS
AMPLIFY
Keep
in Mind
When friends endorse a product or service,
you are more likely to trust it.
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
AMPLIFY
Key
Online Trends
• The future web is being rebuilt around people
• Social technology is being adopted by consumers before brands
• Consumers now expect real time, and personalized engagement
• The amount of information consumers can access is increasing
• Competition for consumer attention is increasing
• All of this information and our relationships are everywhere
• Brands will be distinguished by the quality of their social listening
• Consumer activism about brand behavior is rising
COMPANIES WILL THRIVE
ON THE BASIS OF THEIR
STORIES & MYTHS
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
AMPLIFY
Brand
Reputation
Negative online reviews should be your best PR tool
Social Media is vital source of industry intelligence if you
care to listen
It used to be about who you know not what you know
Now it is about what people know about you
Social media populations are your full time focus group
RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
Online
Acceleration
@redrockbranding
linkedin.com/in/glenmcdermott
Glen McDermott
redrockbranding.com
CONNECT

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