Big Brand Strategies for Small Business

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Big Brand Strategies for Small Business - Presentation Transcript

  1. Big Brand Strategies for Small Business
  2. A casual marketing conversation
    • Introduce 5 rules of marketing
    • Geared toward small to midsize business
    • Encourage your input & questions
    • Take one thing that you can apply to your business
    • Emphasize guerilla or grass roots tactics
  3. Why follow the trends of big brands?
    • Big Brands invest in the research
    • They know what works and what doesn’t work
    • Some ‘get it.’ Some don’t.
      • Know the difference
    • Use your own consumer experiences as learning tools
  4. The definitive example-Big Brand Strategy Big brands focus on relationships & customer experience
  5. Follow the trends of big brands
    • Why is this possible for any size business?
      • Internet & email
      • Digital printing
      • Mass media impact is shifting
        • TV has given way to computers, iPods & text messages
      • Creating relationships doesn’t cost much
    Big brands focus on relationships & experience
  6. Footnote: It really works Big brand strategy for small business
  7. 5 Rules of small business marketing
    • Establish a position
    • Speak with a single voice
    • Reward customer loyalty
    • Add emotion to your message
    • Advertise wisely & consistently
    Consistent, comprehensive marketing
  8. 1. Establish Your Brand Position
  9. 1. Establishing a position
    • List your competitors
      • What they do well, what they do poorly
    • How do you differentiate yourself?
    • What do you do?
      • Better - cheaper - faster - with more fun – with added value?
      • Answer from customer’s perspective
    • Find your position relative to your competitors
      • Create a positioning statement
      • Stick to it until the market changes
    Post it everywhere! It’s your guiding light.
  10. Establishing a position The words we use tell us a lot about a brand.
  11. Establishing a position Delays on the Aircraft Onboard delays are situations we always try to avoid. However, if weather, gate-space limitations, visibility, airport conditions, mechanical problems, ATC requirements, or other uncontrollable circumstances cause ground delays of more than two hours, we will endeavor to: 1. Make refreshments available on request. If necessary, operationally feasible, and safe to do so, remote provisioning will remove trash and replenish depleted onboard snack and beverage service items. 2. Make every reasonable effort to ensure that lavatories remain serviceable. If necessary, operationally feasible, and safe to do so, remote aircraft lavatory servicing will be requested and furnished. 3. Inform our Customers when and if it is safe to use personal cellular phones, computers, faxes, and other portable electronic communications devices. 4. Work with airport officials and other airlines to share or acquire equipment such as available gates, portable stairs, buses, vans, or other means by which Customers may deplane and be safely escorted to a terminal or other reasonable facility. 5. Ensure that first aid and other routine medical services normally offered by Southwest remain available and that professional medical assistance is made available if necessary, operationally feasible, and safe to do so. 6. Make every reasonable effort to minimize the duration of any onboard ground delay and to minimize, to the greatest extent possible, any and all associated Customer inconveniences . 7. Regardless of whether a delay is incurred on the ground or in the air, we will try to keep you (and those who may be waiting for you at the airport) informed. We will provide the best information available to us with regard to the cause of the delay and any changes in the status of your flight. Empowered employees who live the brand
  12. Establishing a position What two changes fixed their brand perception?
  13. Establishing a position When products are similar… Positioning creates distinction – affecting price, placement and consumer image
  14. Establishing a position And when the market changes…. Reconsider your position But be careful when you change position $1.00 Coffee at Starbucks?
  15. Establishing a confusing position The words we use tell us a lot about a brand.
  16. Establishing a position
  17. 2. Speak with a Single Voice
  18. 2. Speak with a single voice
    • Can’t be everything to everyone
    • Use your position in your message
    • Simple concepts & simple phrases
    • We see over 5,000 messages a day
    • Repetition increases memory
    • Use similar styles and images
    Successful brands consistently deliver the same quality product and the same brand messages.
  19. Speak with a single voice
    • Lou’s BBQ
    • Hardwood smoked
    • Catering from 10 – 10,000
    • Wedding receptions
    • To go orders & delivery
    • Ribs, chops, steaks, burgers & more
    • Over 15 TVs to watch the game
    • Winner of 10 blue ribbons
    What will you remember?
  20. Speak with a single voice
    • Lou’s BBQ
    • Home of really big napkins
    • Generous portions in a casual setting
    • Award winning KC Style BBQ
    • Enough for dinner tonight & tomorrow
    What will you remember? Brief, on-targeted messages that convey the experience. But beware of the risks.
  21. Speak with a single voice
    • Four out of five dentists recommend sugarless gum for their patients that chew gum
    Anybody could have said it. Trident said it first.
  22. Speak with a single voice “ Don’t Make Me Think”
    • Be Customer Focused
      • Not what you do
      • What customer wants
      • Speak like a customer
  23. 3. Reward Customer Loyalty
  24. 3. Reward customer loyalty
    • It’s cheaper to keep a customer than find a new one
    • Thank and reward your best customers
      • Frequency discounts
      • “ Special sales” notices
      • Gifts (with caution)
      • Value-added services
      • Thank-you cards, calls & letters
    Make it personal - Make a customer a friend
  25. Reward customer loyalty Make it personal. www.HugYourCustomers.com
  26. Reward customer loyalty Big Brand Strategy - World Class Customer Service
  27. Reward customer loyalty
  28. Reward customer loyalty Big Brand Strategy - Measured Loyalty
  29. Reward customer loyalty
  30. 4. Find the Emotional Connection
  31. 4. Find the emotional connection Customers with an emotional connection are loyal We celebrate every event in our lives, from birth to death, with a card. But in business we often overlook opportunities for an emotional connection.
  32. Find the emotional connection Customers with an emotional connection are loyal Freedom Travel, wealth, health, career Security Physical security, job security Greed Beat the competition Pleasure Recreational, emotional, hedonistic Status Exclusivity, achievement Safety Protect your loved ones Love Strong emotional connections Guilt Don’t disappoint those you love Health Be active, participate
  33. Find the emotional connection
  34. Find the emotional connection
  35. 5. Advertise Wisely
  36. 5. Advertise wisely
    • Find your target, then advertise
      • Direct mail
      • Public relations
      • Sponsorships & charitable events
      • Internet & websites
      • Print – Newspaper & Magazine
      • Events & tradeshows
    • Buy from a media-neutral source
  37. Direct Mail
    • Very targeted
    • Good for business & consumer
    • Flexible - sales, coupons, etc.
    • Use your database first
    • Avoid clutter
    • Good sources: USPS & DMA
    Trends: Variable data printing allowing greater personalization
  38. Public Relations
    • It’s free but no control
    • Meet the press
    • Nurture a relationship
    • Be an expert
    • Is it newsworthy?
    Trends: Importance of traditional & nontraditional media – blogs, online communities and portals
  39. Sponsorships, Charitable Events
    • From little league baseball to politics
    • Be selective
    • Be consistent
    • Avoid controversy
    • Treat like advertising (measure response & benefit)
    Trends: Cause branding for all size companies
  40. Online Strategies
    • Clean, functional, engaging
    • Maintain single voice
    • Measure & optimize (SEO)
    • Pay-Per-Click
    Trends: Online communities and social media Expanding pay-per-click Deliver full experience online – Shop, buy, communicate
  41. Print: Newspaper & Magazine
    • Engaged reader gets attention
    • Magazines are targeted
    • Newspapers have short retention
    • Newspapers good for short-term sales
    Trends: Print media is the source of content. Delivery channel is selected by the recipient – online or print
  42. Events & Tradeshows
    • Target audience
    • Is it an appropriate event?
    • Go to several before investing
    • More than just entry fee
      • Prizes or give-a-ways
      • Time
      • Booth & graphics
    Trends: Marketing sophistication of tradeshow organizers
  43. Other Advertising Vehicles
    • Broadcast
    • Video
    • Outdoor
    • In-store
    • And an endless array of other advertising options
    Trends: Increasing demand for measurement and ROI
  44. 5 rules of small business marketing
    • Establish a position
    • Speak with a single voice
    • Reward customer loyalty
    • Find an emotional connection
    • Advertise wisely & consistently
    Become an observer of big-brands & follow
  45. Paul Weber www.SmallBusinessMiracles.com Go to: “ Free Stuff” for a copy of this presentation

+ paweberpaweber, 9 months ago

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