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Spice of Life: Brand Marketing Seminar

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Associations are missing brand creation & brand management which makes communications far more difficult. This seminar was put together to

Associations are missing brand creation & brand management which makes communications far more difficult. This seminar was put together to


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  • 1. Spice of Life: Brand Marketing Seminar #HighRoadU
  • 2. Who’s Talking Brand What Drew U to this Event
  • 3. Who Are We & What Are We Doing? www.highroadsolution.com
  • 4. Why Now? www.highroadsolution.com
  • 5. www.highroadsolution.com
  • 6. www.highroadsolution.com
  • 7. www.highroadsolution.com
  • 8. www.highroadsolution.com
  • 9. What Can U Do? ERA’s Exploration into Brand Clarification www.highroadsolution.com
  • 10. Background - Clarify ERA’s Brand • Strategic plan identified need to clarify ERA brand • NOT a new logo or new name • Articulate a clear value proposition for belonging to and doing business with the association • Hired Catch Your Limit Consulting 1. Conduct research 2. Develop brand triangle
  • 11. Elements of Brand Triangle 1. Core Value of having a relationship with ERA. The one thing ERA wants people to expect from having a relationship with the association. 2. Attributes – how the benefits of the Core Value are delivered. 3. Personality - conveys the emotional and self- expressive benefits of the brand.
  • 12. ERA Brand Triangle Personality Global Friendly & Inclusive Electric Leader Trustworthy Attributes Advocacy Self Regulation & Industry Standards Access² Wisdom Core Value Protect & Grow Marketing's Best Sellers
  • 13. Marketing Campaign Goal • Clearly communicate ERA’s brand triangle/value proposition to its constituents Strategy 1. Let members do the talking (SupERAchievers) 2. Content is king (member success stories) Tactics • Print ads in industry magazine • Member success stories • Membership brochure • Email campaign • Website • Signage onsite at annual convention
  • 14. Featured in…
  • 15. Print Ads SupERAchievers
  • 16. Member Success Stories
  • 17. Email Campaign
  • 18. Website
  • 19. Membership Brochure
  • 20. Signage at Annual Convention
  • 21. State of Association Marketing Oy Vey! www.highroadsolution.com
  • 22. -WHOSE JOB IS IT? -WHICH DEPARTMENT DOES IT? -DIFFERENCE BETWEEN MARKETING, COMMUNICATIONS, & MEMBERSHIP? www.highroadsolution.com
  • 23. www.highroadsolution.com
  • 24. TRUE OR FALSE? Membership is Everyone’s Job Marketing/Branding is Everyone’s Job www.highroadsolution.com
  • 25. GOAL : STRONG BRAND=STRONG DEMAND People Seek You Out to Renew their Dues www.highroadsolution.com
  • 26. GOAL : STRONG BRAND=STRONG DEMAND GO FORTH & FIND NEW MEMBERS www.highroadsolution.com
  • 27. CURRENT BLOCKERS TO BRAND www.highroadsolution.com
  • 28. BRAND BLOCKERS • Not Enough Data • Collect Info, but Don’t Take Action • Guesswork www.highroadsolution.com
  • 29. LET’S GET STRAIGHT Taglines & Themes • Who’s Doing this? Campaigns & Programs • Who’s Doing this? www.highroadsolution.com
  • 30. Without Brand, The World May Never Know www.highroadsolution.com
  • 31. WELCOMETO EMAIL www.highroadsolution.com Know open rates, click thrus, web tracking, conversion rates There’s so much more than email...
  • 32. www.highroadsolution.com
  • 33. www.highroadsolution.com
  • 34. What discount happens today? Do relationships go on sale?
  • 35. State of Associations Tomorrow What Needs to Change www.highroadsolution.com
  • 36. Tomorrow is Today! • Move to a business model • Diversify the portfolio; non-dues revenue is critical • Members are no different than consumers • Go digital or Go home • Revisit structure and strategy
  • 37. U Would: • Drive the agenda with buy-in • Have data to back up your choices • Be the authority • Know your brand equity • Know where people are coming from, how they convert and why www.highroadsolution.com
  • 38. What is Brand? It’s the Logo, Right? www.highroadsolution.com
  • 39. www.highroadsolution.com
  • 40. www.highroadsolution.com
  • 41. Revolution Let’s Go www.highroadsolution.com
  • 42. Time for Brand Revolution & Management! #associationrising
  • 43. Why Now? www.highroadsolution.com
  • 44. • Population changes – Baby Boomers v. Gen X v. Gen Y – New need to create demand • • Competition so need to differentiate • Now possible to do through economically through technology
  • 45. Shift in marketing strategies Direct Marketing Influence Marketing
  • 46. Hot techniques in marketing & communications 1) Content Marketing 2) Live & Virtual Event Marketing 3) Promoted Social/ Social Marketing 4) Next Gen Email Marketing
  • 47. Common factor?
  • 48. Business objectives
  • 49. Rise of martech
  • 50. Logical conclusion
  • 51. How Well DoYou KnowTV? • Question #1: What channel would you use to get up-to-date information on weather around the world? • Answer:
  • 52. How Well DoYou KnowTV? • Question #2: What channel would you use to get up-to-date information on all kinds of news around the world? • Answer:
  • 53. How Well DoYou KnowTV? • Question #3: What channel would you use to get up-to-date information on all kinds of sports around the world? • Answer:
  • 54. Know your buyer & focus
  • 55. Us population groups
  • 56. Map your past audience gen y gen x boomer Note: Matures = 0
  • 57. Who has money?
  • 58. Take it easy on yourself
  • 59. Basics of Demand Creation How Brands Create Demand www.highroadsolution.com
  • 60. Basics of Demand Creation • Create a promise that only you can fulfill • Connect with deeper level (subconscious or conscious) need or feeling • Energize the feeling • Reward the right choice, ignore the incorrect choice • Manage supply/demand of the remedy
  • 61. Creating the Promise • Define the Promise that You can Fulfill: – Make you rich, beautiful, thin, smart, loved – Make you a top professional – Make you a good person – Make you an expert – Make you a leader – Make you part of a legend, team, culture, legacy  Make you desired
  • 62. Connect with Deeper Feelings • Insecurities • Ego • Growth/Boredom • Change/Contribution • Idealism
  • 63. Energize the Feeling: Creating the Want • Amplify and empower the feeling—let it grow – Powerful images – Stories – Music – Lighting – Time/Sequence – How Much/How Little
  • 64. How Demand Marketers Put Want into Action 1) Define & Message the Audience(s): • Take the time to really segment • Take the time to message each segment • Take the time to create a marketing strategy for each segment • Take the time to take baseline and periodic measurements • Fight the pressure to use mass marketing now it is about influence marketing
  • 65. Manage Supply/Demand of the Remedy • Availability – Only sell in 30 day periods – Can only have one at a time – Only see a certain amount of time each visit • Example: NBC’s Must See TV Thursdays • Premiums • Periodicity – Only offered at certain time periods • Example: Disney Movie Releases on DVD • Annual Awards
  • 66. • User Environment – Content & Content Structure – Language: Tone, Formality, – Visual: Color, Texture, Spatial Arrangement, Imagery, Use of Light, Typography – Smell – Touch • User Interaction Model – User flow – User activity options – Relationships – New vs. familiar vs. shocking What Makes for an Engaging Experience?
  • 67. Techniques for Making X Engaging – Creating Warmth – Creating Awareness – Inciting New Inquiry – Inciting Action – Driving New Revenue – Creating Want
  • 68. www.highroadsolution.com
  • 69. Reward the Right Choice • Offer praise, recognition • Publicly promote the person who’s made the choice; endorsements • Celebrate!
  • 70. How Strong is Your Brand Equity? Tests You Can Do today www.highroadsolution.com
  • 71. Brand Equity • If you stopped emailing today, who would be upset? • Are you in top 3 of where people will go for info? • Would your org show up in their eulogy?
  • 72. Brand Equity • Be the authority • Set the agenda for the industry • Be elite www.highroadsolution.com
  • 73. Idea of Being Elite www.highroadsolution.com
  • 74. How Do You Develop a Brand? Modern Tools www.highroadsolution.com
  • 75. User’s Journey Map
  • 76. User’s Journey Map 4 5 6 1 2 3 4 5 7 6 8
  • 77. User’s Journey Map 4 5 6 1 2 3 4 5 7 6 8
  • 78. Customer Journey Map BUYING PROCESS DISCOVERY/RESEARCH (30-60 Days) EVALUATION/COMPARISON (30-90 Days) DECISION/PURCHASE (14-30 Days) IMPLEMENTATIO N (14-21 Days) SUPPORT/RENEW (Lifetime Average: 3 Years) TOUCH- POINTS & EMOTIONAL RESPONSE CUSTOMER THOUGHTS OVERALL CUSTOMER EXPERIENCE CUSTOMER GOALS Easily find information & resources online to help educate our organization on best practices. Customer Expectations Customer Experience Journey Vendors have information online about their solutions, pricing and differentiation. Can speak to customers in our industry about their experience. Documentation is available and clear regarding install. Online support community, FAQ; service-level-agreement.  Why isn’t there more info available online for solutions for our industry?  Do we have budget for this project?  How long will this take to implement?  Who are the key players in the market?  What are our competitors doing about this?  What are our requirements? Do we need to do this now?  Who should be on our short-list of potential vendors?  What features and functions are available?  How will this integrate with our existing infrastructure?  What do industry analysts think of each vendor?  How do I build the business case for this purchase?  Will this vendor be around in 5 years to support us?  What is the expected ROI/TCO for this program?  What does post-purchase support look like?  Are there any options for payment terms?  Will we be locked into a long-term contract?  Are there any reference customers in our industry?  Why don’t you contact us before auto-renewing our account?  I have to wait on hold WAY too long to speak with a customer support rep.  Why do I have to pay extra for support?  Can we get a discount for a 3-year deal?  How do we need to staff this program?  What is timeframe to go-live?  Where are the support documents?  I thought the implementation would be easier than this!  Our business users better adopt this. Pleased Satisfied Upset 1. Learn best practices for top companies 2. Find information & resources that help educate and prepare company for a new project 1. Build Business Case for formal project approval 2. Determine requirements and short-list of vendors 3. Create RFP and invite vendors to present solutions 1. Determine ROI/TCO for project 2. Select a vendor to conduct pilot program 3. Negotiate contract with favorable terms 1. Get timely resolution to support requests 2. Minimize price increases at renewal 1. Get system up-and-running 2. Integrate other applications 3. Train users and drive adoption 1 4 2 3 1 1 6 1 0 5 1 2 Pleased Satisfied Upset 1 6 Recommendations IDEAS TO IMPROVE  Provide industry ‘solutions’ and case studies on corporate website.  Create business case template for buyers to use  Don’t assign to sales so quickly  Develop an RFP and buyer’s guide to facilitate buying process  Simplify demo to reduce stress and anxiety  License Analyst firm research study or vendor profile  Reduce number or frequency of nurturing emails  Get SAS70 certification to remedy security concerns  Build ROI/TCO calculator to facilitate buy-in  Consider monthly billing with no contract option  Audit customer support resolution times  Develop a service-level-agreement that aligns to our brand promise of efficient service.  Improve implementation guide and AP documentation I for custom integrations  Build “Quick-Start” consulting offering Online Research – Pleased to Find Info (Google Searches, Analyst Firms, Blogs, Tech Reviews, etc.) 1 Website Visit - Excited to Get Resources (Sign Up to Get Content - Video, Webinars, Whitepapers, Case Studies, etc. 2 Call from Sales Representative - Annoyed Typically annoyed as not ready for sales call, ask to be called back in a few months. 3 Live Chat with Us – Disappointed Initial questions answered promptly, but wish we would reveal pricing on live chat. 4 Talk to Other People – Get Excited About Us (Find Facebook Fans, Twitter Followers, LinkedIn Connections, Quora Answers, etc.) 5 Product Demo with Sales – Overwhelmed (Happy with product but get stressed out that they are not ready to start this initiative yet. 6 Lead Nurturing Email Campaign – Upset Feel they get too many emails from us too soon and 20% unsubscribe from all emails from us.7 Speak to Analyst Firm – Reassured Re-engage with us happily once they have assurance from reputable firm. 8 7 8 Get Buy-In from CFO – Stressed Don’t know how to predict ROI/TCO and we don’t help them much. 9 Select Vendor – Relieved (After many demos and internal meetings, happy to select a vendor. 1 0 Negotiate Contract – Conflicted Want to get best possible pricing but don’t want to sign a multi-year deal. 1 1 9 Kick-Off Call – Excited Enthused and ready to get project going. 1 2 Phase 1 – Pleased Work with customer success team to get phase 1 launched. 1 3 Integrations – Disillusioned Disappointed that integrations are more costly than anticipated. 1 4 1 3 1 4 Support – Satisfied Getting help but want faster response time. 1 5 Renewal – Content Unhappy with price increase on renewal but happy with added features and value. 1 6 1 5
  • 79. Segmentation Slicin’ & Dicin’ for a Purpose
  • 80. 1)What are the right slices? 2)What data do we combine? 3)What data don’t we have now that we really need?
  • 81. Defined segments • Create communication campaigns, programs, products & services around them • Great for reporting (should be a KPI) • Save money • Reduce number of untargeted communications
  • 82. Segmentation decision framework • What is the meaning of one orange? • -Attendee/Member Base? -Market? Market Vertical? -Major Donors? • How will you cut it? • -Demographics? -Psychographics? -Behavioral activities?
  • 83. Moving from segments to personas • Process: • Take each segment and: 1) 1) Name it 2) 2) Describe it 3) 3) Write a benefit statement to clarify the business purpose of this segment to the organization
  • 84. value prop matrix
  • 85. Building org capacity • Segmentation is a mindset that requires that you understand the: 1) -data landscape -software applications available -the business goals -analysis -data-driven business decision-making • Train staff in all departments on: -the mindset -how to make queries in Query Central to populate other systems -how to read reports -the basics of how the internet works, databases and the concept of APIs
  • 86. Personas Who’s My Tyler
  • 87. MemberType is Not a Persona
  • 88. Facts About Today’s User • Low attention span • Low memory • High number of alternatives • High volumes of information • High reliance on peer groups/influencers for decision-making • High levels of brand equity through referrals/WOM
  • 89. Modern Method: Be There Your brand Your brand Your brand Your brand
  • 90. Reality of mass market
  • 91. Reality of mass market
  • 92. POPULATION ANALYSIS
  • 93. User’s Journey Map
  • 94. User’s Journey Map 4 5 6 1 2 3 4 5 7 6 8
  • 95. User’s Journey Map 4 5 6 1 2 3 4 5 7 6 8
  • 96. Behavioral programs Value Prop (WIIFM) Feeling at End of Event Experience Map Engagem ent Points Influence Points OWLs SMPs BOOMERS GEN X: (Jason & Jennifer) PITAs:
  • 97. Lead Scoring Identifying high value prospects, members & donors
  • 98. 17-27%
  • 99. Am I In the Club? Clues that you are a 17-27er
  • 100. 73-83% Club
  • 101. Sandwich Mistake Track every purchase Only thing we kept was how many sandwiches were eaten Manufacturing??? Trying to Track at Individual Level, but Serving Up Content at the Aggregate Level.
  • 102. Understand the weight of each element Understand the price of each element Track the total consumption based on the individual’s selections Understand tastes + preferences + buying patterns + input cost + revenue
  • 103. • Market differently—market the choices as the benefit • Fit in target audience lifestyle • Track at campaign level • One code across channels • Report at campaign level for C-level & Board level folks • Develop KPIs/dashboards Needed changes
  • 104. Source Raw Weight Weighted # Attendees 1200 0.05 60 # Certification Registrants Sold 500 0.05 25 # New Members 1000 0.2 200 # New Volunteers 400 0.3 120 # New Donors 300 0.05 15 # New Signatures 500 0.3 150 # New Chaptersw 100 0.05 5 575Index Score engagement Index Scoring
  • 105. Source Raw Weight Weighted Facebook fans 1200 0.05 60 LinkedIn followers 500 0.05 25 # Site Visitors 1000 0.2 200 # Email Subscribers 400 0.3 120 # Twitter followers 300 0.05 15 # Voicemails Opened 500 0.3 150 # YouTube subscribers 100 0.05 5 575Index Score Influence Index Scoring
  • 106. Index Graph www.highroadsolution.com 0 100 200 300 400 500 600 700 800 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Influence Engagement
  • 107. Imagination Exercise. Moving to the U You Own a Restaurant. You Pick the Food.
  • 108. Dawn of Time to 1957
  • 109. 1957
  • 110. Customers Start Asking
  • 111. Early 1980s
  • 112. You Want to Be Innovative
  • 113. 1998
  • 114. Why Not? It’sYellow Fun Fact: Sugar in the Raw actually came to market in the early 1970s but without any marketing campaign, it stayed in the world of organics & people who prefer sugar granules that never actually melt & you can crunch with the dregs of your coffee or tea
  • 115. Can We Agree…? • The restaurant owner had to change over the years to: – Meet demand – Stay competitive – Be innovative – Provide choice – Understand niche markets
  • 116. Can We Agree…? • The restaurant owner became User-Centric?
  • 117. Recap on What We Agree Upon: • Multi-channel • Multi-touchpoint • User-centric
  • 118. Fight the Right Battle. • Battle of Mindshare
  • 119. Change the BattlegroundTactics
  • 120. How Demand Marketers Do It
  • 121. Go-to-Market Strategy 1) The overarching strategy that defines: – Who you are targeting – Estimated opportunity – How you will reach them – What it is that you are offering – How it is that you will hook them – When you will see the ROI
  • 122. How Demand Marketers Put Want into Action 2) Select the right integrated marketing mix that continues to build the demand through as many senses as possible: – Direct & email – In-person and virtual events – Twitter, Facebook and LinkedIn – Widgets and Websites – Content: articles, papers, etc – Videos & Photos – Testimonials
  • 123. How Demand Marketers Put Want into Action 3) Decide the Timing: -How fast, how slow -How much to reveal -When to reward -When to touch again
  • 124. How Demand Marketers Put Want into Action 4) Create the environment for communication and the actual communication content: -message -tone -lighting -music -packaging -velocity
  • 125. How Demand Marketers Put Want into Action 5) Decide the Reward -Gift? -Recognition? -Event? -Volunteer? -Award? -Insight?
  • 126. Examples of Demand Creation
  • 127. CreatingWarmth Tip! Periodicity works very well by creating dependence
  • 128. CreatingWarmth Tip! Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind. Tip! Highlighted content that is vetted is more desirable!
  • 129. Creating Awareness Tip! Create demand through offering information in chunks: parts, series, chapters, installments. Think mini-series!
  • 130. Creating Awareness: Program Matching Tip! You can rarely go wrong with images of children or animals
  • 131. Creating Awareness Tip! Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”,“Must Haves”, & “Most Recommended”
  • 132. Inciting New Inquiry
  • 133. Inciting New Inquiry
  • 134. Inciting Inquiry
  • 135. Incite Action
  • 136. Inciting Action
  • 137. CreatingWant
  • 138. CreatingWant
  • 139. Interactive Workshop: Collaborative Demand Creation
  • 140. Go-to-Market Strategy Define each cell: Target Audience(s) Estimated Opportunity HowWe Will ReachThem Offer Hook Break-Point for ROI
  • 141. How Demand Marketers Put Want into Action WillWe Use? How So? Direct Mail Email In-person events Social media Website Properties Content Videos Photos Testimonials
  • 142. How Demand Marketers Put Want into Action Start Date Repeat? Frequency? End Date Twitter 08/01/10 3x/day 12/31/20 Facebook 8/5/10 2x/week 9/10/10 InteractiveVideo Widget 8/1/10 24/7 10/1/10 Blog Series 8/10/10 1x/week 9/1/10 ThankYou Reception 9/15/10 Once 9/15/10
  • 143. How Demand Marketers Put Want into Action Action Reward AwardedTo Donating MemoryWall Donna Pillman Blogging Award-Rating; repeating; publishing Tom Mathers Sponsorship of Gala Dinner Table Letter; invitation to subsequent event for sponsor donors GordonThornton
  • 144. Demand Creation Summary • Define the purpose and emotional connection • Outline your go-to-market (GTM) plan • Execute your GTM plan
  • 145. Influence to Lead to Conversion Here’s How We Should Be Able to Measure www.highroadsolution.com
  • 146. Definitons • Influence: Brand Awareness, Getting in Front of People & Being Memorable • Reach: Number of People Seeing Your Message • Conversion: People Taking the Action You Wanted them to Take www.highroadsolution.com
  • 147. • Consolidation of Systems • Integration of Systems • Automation of Systems • Appending Codes onto URLs • Source Codes to Input • Google URL Builder • Code Shorteners (Bit.ly, etc.) • Cookies • Google Analytics Codes WhatYou Need: Digi Tracking
  • 148. • Track at campaign level • One code across channels • Scoring • Report at campaign level for C-level & Board level folks How to Track Differently
  • 149. How to Talk Differently • GTM Plan • Critical Metric Milestones • Frequency of Measurement • Post-Mortem www.highroadsolution.com
  • 150. How to Report Differently • Lift (Increase) • Attrition (Lost “Customers”) • Reach: – Influence – Engagement* • Revenue (Conversion) www.highroadsolution.com
  • 151. Example: Campaign Level Reporting • Annual Meeting: Marketing Impact – 12% Lift in Registrations (Conversion) YOY, QOQ or MOM – 45% Increase in Reach (Influence) www.highroadsolution.com