Branding & Marketing Secrets
to Attract New Customers
Christine Brown
October 28, 2013
Vision 2020
Chris Brown
In 1998 Chris Brown founded a full service marketing agency in
Northeast Ohio to help other companies to

•
•
...
Marketing Resources
& Results, Inc.
Why is Branding
important?
• Saves Money
• Makes marketing an Investment; not a
Cost
• Forces a Focus: your Positioning/ni...
What is Branding?
•
•
•
•
•
•

Started with Cattle
Sometimes different than the Company
Always provides a Promise
Separate...
Using Branding to
Attract New Customers
3 Secrets that Brand Managers Know:
1) Positioning
2) Pick Two
3) Consistency

Pri...
Marketing is like
Making Popcorn

Oil + Heat + Time =
Success
Marketing Mix - Up
• Product, Price, Pl
ace, Promotion
• Strategy – Tactics
• Market, Message,
Media, and
Measurement
Target Market
• Know your channel
• Who:
– Funds your business?
– Carries your product?
– Recommends your
services?
– Who ...
Target: Small Business
Create the Message
• Develop a 30 second commercial

• Elevator speech –
memorable, repeatable
and compelling
•Resources:
...
Marketing Media

tempocreative.com
Web 2.0
Measurements
• Blog
– Readers per post
– Click thru to Website

• Website
– Website visitors/subscribers
– Pages/time on s...
Marketing:
Standing out
in your niche
from the rest
of the field
Building Awareness
•
•
•
•

Use PR in Internet Publications
UPublish – on others’ sites
eMail marketing
Direct mail to tar...
Market Research
• Qualitative – the Sizzle (feelings)
– Focus groups
– Surveys
– One on One

• Quantitative – the Steak (n...
Action Plans
Timing. Budget. Resources.
Build Awareness with
Public Relations
Tactic: Social Media
Tactic: Blogging
Three take away action steps for blogging:
•

•

–
–
–
–
–
–
–
–

•

Make a list of topics to blog about:...
Tactic: SEO
•
•
•
•
•
•

Organic vs Adwords
Panda, Penguin, Hummingbird
Age of domain, keyword in domain
On Page: titles, ...
Tactic Email Marketing
• Mail Chimp
• Constant Contact
• Vertical Response

• Look for:
– Easy to embed
– Opt in/Opt out
–...
Coming Soon
• 231 pages
• Available on Amazon
• Filled with tips and
techniques to brand
and market your
business, your
pr...
Connect with me
www.BrandandMarket.com

Follow me on
Link to me on
Become a Fan on

ChrisBrown330
ChrisBrown330
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Branding and Marketing to Attract New Customers

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This presentation was made at the Tennessee Economic Summit for Women for the VISION 2020 "Collaboration and Celebration" held on October 27 and 28, 2013 in Nashville, Tennessee.

Published in: Business, News & Politics
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Branding and Marketing to Attract New Customers

  1. 1. Branding & Marketing Secrets to Attract New Customers Christine Brown October 28, 2013 Vision 2020
  2. 2. Chris Brown In 1998 Chris Brown founded a full service marketing agency in Northeast Ohio to help other companies to • • • • • Build awareness Reach potential customers Offer branding resources Improve marketing efforts Increase sales results
  3. 3. Marketing Resources & Results, Inc.
  4. 4. Why is Branding important? • Saves Money • Makes marketing an Investment; not a Cost • Forces a Focus: your Positioning/niche • Makes Marketing Decisions Easier • Increases Effectiveness • Provides Credibility
  5. 5. What is Branding? • • • • • • Started with Cattle Sometimes different than the Company Always provides a Promise Separates from Competitors What branding isn’t Elements of branding
  6. 6. Using Branding to Attract New Customers 3 Secrets that Brand Managers Know: 1) Positioning 2) Pick Two 3) Consistency Price Quality Service
  7. 7. Marketing is like Making Popcorn Oil + Heat + Time = Success
  8. 8. Marketing Mix - Up • Product, Price, Pl ace, Promotion • Strategy – Tactics • Market, Message, Media, and Measurement
  9. 9. Target Market • Know your channel • Who: – Funds your business? – Carries your product? – Recommends your services? – Who purchases? – Who influences? – Who is the end user? • What is their motivation?
  10. 10. Target: Small Business
  11. 11. Create the Message • Develop a 30 second commercial • Elevator speech – memorable, repeatable and compelling •Resources: • LinkedIn • YouTube
  12. 12. Marketing Media tempocreative.com
  13. 13. Web 2.0
  14. 14. Measurements • Blog – Readers per post – Click thru to Website • Website – Website visitors/subscribers – Pages/time on site – Call to action – goal (contact us page traffic) – Request for quote • eNews or email blast – Number of subscribers – Open rate of emails – Click through rate on call-toaction (link to product to buy)
  15. 15. Marketing: Standing out in your niche from the rest of the field
  16. 16. Building Awareness • • • • Use PR in Internet Publications UPublish – on others’ sites eMail marketing Direct mail to target market
  17. 17. Market Research • Qualitative – the Sizzle (feelings) – Focus groups – Surveys – One on One • Quantitative – the Steak (numbers) – Secondary research – Census bureau, ReferenceUSA, SizeUp – # of potential customers
  18. 18. Action Plans Timing. Budget. Resources.
  19. 19. Build Awareness with Public Relations
  20. 20. Tactic: Social Media
  21. 21. Tactic: Blogging Three take away action steps for blogging: • • – – – – – – – – • Make a list of topics to blog about: Reviews New products Recent projects Your ideas Write Your Posts in Word until you have a Format: Headline, Three paragraphs A photo and a link Ask for comments Find 3 other blogs in your area for guest posts
  22. 22. Tactic: SEO • • • • • • Organic vs Adwords Panda, Penguin, Hummingbird Age of domain, keyword in domain On Page: titles, headings, content Off Page: linking strategy, directories Photos, videos and PDFs
  23. 23. Tactic Email Marketing • Mail Chimp • Constant Contact • Vertical Response • Look for: – Easy to embed – Opt in/Opt out – Downloadable – Reports – Surveys
  24. 24. Coming Soon • 231 pages • Available on Amazon • Filled with tips and techniques to brand and market your business, your products and services and yourself
  25. 25. Connect with me www.BrandandMarket.com Follow me on Link to me on Become a Fan on ChrisBrown330 ChrisBrown330

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