Preview of Bringing Sexy Back: How to Market a Boring Business

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Working in marketing is amazing. You get to think strategically and creatively and interact with people. If you’re in certain industries, you also get to work with cutting-edge products or innovative services.We’ve all been inspired by certain flashy and exciting communications strategies. But not everyone has the opportunity to work with such brands. How do you make your work interesting when your brand is just plain boring? In my session, I’ll highlight a handful of techniques that marketers can use to creatively promote their companies, regardless of the industry or audience. I’ll also show real-world examples of how those techniques are applied, including a mini-case study pulled from my first-hand experience.

Marketing

Bringing Sexy Back:
How to Market a
Boring Business
Amanda Inniss Beck

“
@mandainnissbeck | #INTEGRATE18
Know thyself. Know the
customer. Innovate.
2
Beth
Comstock

@mandainnissbeck
Hello!
I am Amanda Inniss Beck
4

@mandainnissbeck
My Portfolio of Brands
5

@mandainnissbeck
Golden Marketing Rule:
Know your Audience
6

@mandainnissbeck | #INTEGRATE18
1.
Tip 1
Use a spokesperson

@mandainnissbeck
Spokesperson Considerations
Pros Cons
Celebrity
Personality
Capitalize on their audience Incur costs, additional risks
Fictitious
Character
Control the character Take over campaigns
9

@mandainnissbeck | #INTEGRATE18
Case Study
TASB Risk
Management Fund
12

@mandainnissbeck
13
Insurance
Public
Education
TASB Risk
Management
Fund

@mandainnissbeck
The Value of Membership
14
◂ Use numbers to make the case
◂ Showcase member testimonials
◂ Emphasize the public education focus
◂ Promote partnership with TASB
◂ Incorporate imagery of happy students

@mandainnissbeck
15
Thanks!
Find me at
@mandainnissbeck
amandanibeck@gmail.com✉

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