4 Steps To Better Branding - in the electronic age


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The slide show describes how to brand and grow your presence with the market and prospects. through doing so, you can build more awareness, better trust, and more conversations. All of this is critical in a post-commercialism society, which focuses more on relationships and loyalty.

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4 Steps To Better Branding - in the electronic age

  1. 1. How to Brand<br />4 Critical Steps<br />To better branding in the electronic age<br />
  2. 2. 4 Steps to Better Branding<br /> Optimize Current Communication<br />Helps rise above The Clutter Effect<br />and build Trust<br />1<br />in The Response Gap.<br />
  3. 3. Optimize CurrentCommunication ! <br />1<br />85%<br />of business communication today, <br />occurs VIA Email. <br />Email<br />
  4. 4. Optimize CurrentCommunication ! <br />1<br />Everyone-to-one email can have company branding <br />or promotions<br />visually displayed. <br />
  5. 5. Optimize CurrentCommunication ! <br />1<br />Increasing the frequencythatpromotions are displayed helps overcome the <br />“Clutter Effect” and Builds Brand Trust over time.<br />Example<br />Reminder:<br />It takes 8.4 attempts to get a buyers attention with your messaging<br />
  6. 6. Optimize CurrentCommunication ! <br />1<br />Employees send more than 15,000 <br />one-to-one emails per year. <br />- Jupiter Research<br />Example<br />Small Company:<br />(based on 20 staff at 300 emails/wk each)<br /><ul><li> 6,000 per week
  7. 7. 25,000+ per month
  8. 8. 300,000+ per year</li></ul>Small Company:<br />(based on 20 staff at 300 emails/wk each)<br /><ul><li> 6,000 per week
  9. 9. 25,000+ per month
  10. 10. 300,000+ per year</li></li></ul><li>Optimize CurrentCommunication ! <br />1<br />Promote Wisely<br />Would you send out business letters on a piece of scrap paper?<br />Sincerely,<br />Branding Matters<br />
  11. 11. Optimize CurrentCommunication ! <br />1<br />You must promote vividly and consistently <br />to rise above “The Clutter.”<br />
  12. 12. Optimize CurrentCommunication ! <br />1<br />Offer Education via RSS<br />People give more weight to information than they do to advertising. <br />By providing valuable content, <br />you can bypass the “Clutter Effect” and Build Trust over time.<br />
  13. 13. Optimize CurrentCommunication ! <br />1<br />You can even<br />Embed your RSS into your Email<br />to double the Education potential.<br />
  14. 14. Optimize CurrentCommunication ! <br />1<br />Use Embedded Images in Email Newsletters<br />It helps overcome The Clutter Effect<br />and reach More Prospects<br />in The Response Gap.<br />
  15. 15. Optimize CurrentCommunication ! <br />1<br />Stripped Images <br />indicated with <br />Most email programs strip “attached” images. So, they rarely get seen, unless the recipient decides to “Download Pictures.”<br />HTML email with<br />“attached” images.<br />
  16. 16. Optimize CurrentCommunication ! <br />1<br />The Latest Technology. Make sure your email newsletter images and visual content are getting seen. <br />Repeated imagery<br />gets more attention and counteracts the “Clutter Effect.”<br />
  17. 17. Optimize CurrentCommunication ! <br />1<br />People shop with their eyes. <br />If you are already spending the money <br />to send eNewsletters every month… <br />You should use technology that <br />Embeds your Eye-Catching Content<br />Don’t get stripped<br />A picture is worth a thousand words.<br />
  18. 18. 4 Steps to Better Branding<br /> Get to the<br /> Point<br />Avoids being seen as Clutter<br />2<br />in The Response Gap.<br />
  19. 19. Get to the Point<br />2<br />Email recipients don’t have time <br />for your dissertation.<br />60% of email users only <br />read 50% of the message. <br />- ClickZ<br />
  20. 20. Get to the Point<br />2<br />Use quick messages,<br />Not long paragraphs.<br /> (Helps break through “Clutter”)<br />
  21. 21. Get to the Point<br />2<br />Then,<br />link to more information <br />so they can get the details.<br /> (Helps build Trust)<br />
  22. 22. 4 Steps to Better Branding<br /> Respond Quickly<br />To stay in front of viable buyers & work where interest is strongest.<br />3<br />
  23. 23. Respond Quickly<br />3<br />Don’t prospect randomly. <br />Get Alertsfrom those showing<br />the most interest. <br />An example of anAlert from a prospect clicking on an Email Promotion Banner.<br />
  24. 24. Respond Quickly<br />3<br />Return Website Visitor Alerts<br />For someone returning to your Website to review additional information.<br />
  25. 25. Respond Quickly<br />3<br />What ifyou could call Website visitorsmoments after they entered your website?<br />
  26. 26. Respond Quickly<br />3<br />Use Real TimeWeb Traffic & Identity Technology<br />To focus efforts “HOT Prospects”<br />
  27. 27. 4 Steps to Better Branding<br /> Be Fully Engaged & Interactive<br />To build Awareness and Trust<br />4<br />in The Response Gap.<br />
  28. 28. Be Fully Engaged & Interactive ! <br />4<br />A slower economy means:<br />People spend more time gathering information before they make a purchase decision.<br />Internet technology<br />makes this easier every day.<br />Prospective clients will notice if you are offering what they want.<br />
  29. 29. Be Fully Engaged & Interactive ! <br />4<br />The New Town SquareTM<br />Previous generations conversedon <br />Town Squares, at the city parks,and in Diners & Cafés. <br />Today, online interactive conversationstake place on Facebook, Twitter, Blogs, <br />and similar web spaces.<br />
  30. 30. Be Fully Engaged & Interactive ! <br />4<br />To be successful with Interactive Media, you must conversein this <br />“New Town Square” <br />by talking to people <br />about what they want <br />and who you are. <br />Anything else would <br />be “un-neighborly.”<br />
  31. 31. Be Fully Engaged & Interactive ! <br />4<br />The concept is not new. <br />To build a relationship with prospects, <br />focus on the conversation <br />andNOT just on your message.<br />The internet is where <br />many conversations <br />take place today.<br />
  32. 32. Be Fully Engaged & Interactive ! <br />4<br />Marketing is a Message<br />Conversation builds Relationships<br />
  33. 33. Be Fully Engaged & Interactive ! <br />4<br />As in every environment, it is good tolearn and stay aligned with:<br /><ul><li>Acceptable Behaviours
  34. 34. Effective Practices
  35. 35. The Best Places to spend your time
  36. 36. Ever-changing trends</li></ul>Online conversationrequires the same.<br />
  37. 37. Be Fully Engaged & Interactive ! <br />4<br />Interactive Media is not a fad.<br />In reality, it is just an instrument for society to shift back to a morecommunity-driven culture.<br />William Strauss and Neil Howe<br />expound upon this natural cycle <br />in their books and research.<br />
  38. 38. How to Start<br />Most Businesses:<br /><ul><li> Start Simple
  39. 39. Use Proven Methods
  40. 40. Blend Current Practices
  41. 41. Access Plug-in Solutions </li></li></ul><li> Plug-in Solution<br />A Short Commercial Message<br />Our product that helps bridge <br />The Response Gap & improve your branding is<br />We welcome the opportunity to show you how <br />it can trim marketing losses and <br />grow your sales !!!<br />
  42. 42. The Rapid Responder<br />Embedded Email<br />Promotion<br /><ul><li> Enhanced Messaging
  43. 43. Consistent Branding
  44. 44. Higher Conversion Rates
  45. 45. Prospect ‘Click Alerts”
  46. 46. Analytics on Every Email
  47. 47. Compliance Control</li></li></ul><li>The Rapid Responder<br />Web Traffic<br />IN-site<br /><ul><li> Visitor Identity Technology
  48. 48. Better Prospecting
  49. 49. Sales Staff Access Tools
  50. 50. Competitor Strategy Insight
  51. 51. PPC Fraud Protection</li></li></ul><li>The Rapid Responder<br />Integration<br />Social Media<br /><ul><li> Growth of Organic Traffic
  52. 52. Improved Buyer Experience
  53. 53. Increased Internet Presence
  54. 54. Keeping Up with Trends
  55. 55. Positive Effect on Marketing
  56. 56. Monthly Reports & Tactics</li>