Liz Rowell's presentation on the art and science of marketing with a minimal budget - including how to find and ally yourself with brandmates - for NSW Department of Industry & Investment small business program. Liz is the Managing Director of Red Ark.
4. 1. It’s good to be small
• You are your brand, so you can control how your brand
appears
• Make everything that you do a positive representation of
your brand:
– Add value at every turn
– Be positive and responsive
– Be consistent – know what your brand stands for and deliver it (the
CEO of ANZ can’t control every aspect of his brand, you can)
6. 2. Know what your brand stands for
• A brand wheel will help you work out the good (and bad)
things about your brand and help you get to your BRAND
ESSENCE
• Your BRAND ESSENCE should be summed up in 3 key words
• Do yourself a brand wheel, then run it by clients, colleagues,
family – is it a true representation?
• Don’t labour it too much
• Emotional and rational
7.
8. Logo
Red
One stop shop
Flexible
Knowledgeable
Small
Stand out creative thinking
On time delivery
Cost-effective
Attention to detail
Terrace
Brand knowledge
Eyes and ears
Competent
Informed
Hero
Small
Irreverent
SupportiveResponsive
Stress relief
Savvy
Protected
Connected
Creative
Partner
NimbleEasy
Ideas
Kick butt
10. 3. The internet is good
• The internet is a research tool and a listening device
• You can find out a lot about potential clients, for example, by
having a good look at their site:
– What can you infer about their culture and their values?
– What are they most proud of
– What’s their story about themselves
– How willing are they to interact with the outside world? Do they make
it easy for people to carry on a conversation with them?
• Hot topics on twitter, digg.com, stumbleon.com etc
– What are people saying about your client, a brand, issues?
– Hot off the press 16/06/10
http://twitter.com/search?q=%23penrithdebate
11.
12.
13.
14.
15. From the Red Ark website you can learn a lot about our company and a
bit about me, the CEO. So don’t write me an email like this
18. 4. Find brandmates
• Even the biggest companies can benefit from aligning
themselves with like minded brands and making beautiful
music together
• Look for alliance partners who:
– Need to reach a similar target audience
– Have similar values to you
– Can offer products, services, ideas that complement each other
– Have complementary touchpoints (for example one has a strong
online presence, one has a strong retail presence – how can you
leverage the real and virtual worlds?)
23. 5. Do it every day
• Send a link to a client or prospect to an interesting story that they
may not have come across (that’s relevant to their business or
industry)
• Subscribe to e-newsletters that your clients might subscribe to – so
you’re always up on the latest industry goss
• Add a blog to your website – WRITE ABOUT WHAT YOU CARE
ABOUT. It’s good for search optimisation too.
• Watch what your competitors are doing and do something different
• Make a little gesture to show you appreciate their business
• Do some pro bono work for a charity (it’s just good karma)