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________________________________
Marketing | Branding | Creative | Production
917.373.8512
Why & Brand Insights
Discovery Workshop!
www.VicariAdvertising.com
Marketing
An overview for:
Entrepreneurs
Start-Ups
Small Businesses
Quest to Competitive Advantage
RATIONALE:
This will allow you to begin the process which will help you learn how
best to advertise/communicate/be competitive within the market. Why
are you in business in the first place?
PURPOSE:
Strategic planning to create a marketing program to benefit the
business. Develop a definable direction to market your business.
OBJECTIVE:
Understand the dynamics of the changing marketplace for (Product or
Service) and how you can capture a dominant share of the market.
Websites
maximized:
Websites maximized:
– Television & Print Synergy
– Your website should not stand alone:
Part of the bigger plan.
– You’ve got 6 seconds to impress a new visitor
– Landing page is your 15 second pitch.
– What are you projecting to your audience?
– Conventional navigation vs. unconventional:
In both cases, pay attention.
– How does your audience perceive your image?
– You don’t have to build it all at once.
– There are 200 million websites & counting.
– Display your passion for your business.
– Before you start the project, make sure someone’s in
charge.
For us:
Marketing =
Marketing
Communications.
Main tools of marketing communications:
1)   Traditional Advertising: Print, Broadcast 
2)   Collateral: Brochures, Catalogues, Flyers 
3)   Traditional Direct: Mailers 
4)   Point-of-Sales: In the stores 
5)   Exhibitions: Trade Shows, Store Windows 
6)   Guerrilla: Nontraditional/Performance   
7)   Internet: Websites, Banner Ads, Results Based Ads, Search Engines
(SEO), Social Media, Social Engagement, Blogs, Viral, E-Mail 
8)   Public Relations 
9)   Corporate Identity Systems: Logos – Marks & Logotypes,
Business Cards, Letterhead, Graphic Standards
Marketing =
creating the tools
+ deploying them.
But why?
Marketing =
Awareness
Awareness Sells!
Understanding marketing:
A practical approach.
Ask yourself:
What do people
think of my
company?
People think of your company
What is your brand recognition?:
Positively.
Negatively.
Or not at all.
Marketing ≠ sales.
Shaping peoples’
impressions to
drive sales.
Marketing =
Marketing that’s all image fails.
Goal:
3-D picture of
your company
that gets noticed,
standouts & is unique.
Marketing that’s all information fails.
For entrepreneurs/start-ups:
Marketing is not a luxury.
Because if you
don’t market
yourself. . .
Vicari Brand Insights Discovery Workshop
20 things everyone
should understand
about marketing:
(1) Marketing problems are
solved by ideas.
- Ideas come first.
- Creative follows.
- Use briefs.
Creative Development Brief
Objective What do we want to accomplish –
expectations?
Who Are You The single most important fact you wish
to communicate important to your
customer.
Competition Who are thay, and what are they doing?
Target Reach Who is the target audience?
Obstacles Marketing problems or issues.
Identity 3 primary attributes that represent the
personality (Cause) of the company,
product or service. Strengths that
appeal to your customers.
Promise Clear statement of what the company
promises to accomplish. Your Purpose!
Differential Points of differentiation from
competition.
Unique Selling Point The “So What”? The “Why”
Imperatives Mandatory messages instructions, tone,
limitations, legal considerations, testing ,
and time table.
(2) You must know
your USP.
– Unique Selling Proposition.
– Answer “So What?”- “Why?”.
– Quietest car in the world.
– Lucky you if you have one.
– You can invent one but only if
it’s plausible, e.g. Signature
Programs – “The Combo Loan”.
(3) Positioning is a true
measure of marketing
success.
– Positioning = owning a clear niche
in the mind. Top-of-Mind.
– Clearer you are about what your
company is, the clearer your
position can be.
-- Establishes how your perceived in
the market.
(4) Brands are worth
a fortune.
– A brand = sum total of all the
impressions & experiences
associated with a company or
product.
(5) When you answer the
phone, you’re creating
an ad.
– Everything you do is branding
reverberating around
everything you do;
Least to greatest.
(6) Your logo is going to say
something, but not
necessarily what you
want it to say.
– Abstract vs. representational.
Vicari Brand Insights Discovery Workshop
Vicari Brand Insights Discovery Workshop
(7) Taglines are really hard
to do well.
– Most are platitudes.
– Be specific to the product & what
customer gets (Answer the “so
what”
– Best are well told & memorable.
– Express your cause, and/or USP.
Melts in your mouth, not in your hands.
When it absolutely, positively has to be
there overnight.
The ultimate driving machine.
We bring good things to life
Examples:
(8) Advertising agencies are
not what they used to be.
– Then: 80% of every marketing
dollar spent on traditional
advertising.
– Now: less than 20%.
(9) If you do hire an agency,
ask to see the real
portfolios.
– Even in the major leagues,
everyone isn’t a star.
(10) B2B is the marketing
world’s slum.
– B2B marketers beware.
– B2B marketers see the
opportunity.
(11) Talking to yourself is
dangerous to your
company’s health &
boasting is a waste of your
money.
– Don’t make assumptions it will lead you
away from the solution
– Know your customers.
– People don’t care how wonderful
you are.
– They care about what’s in it for them, so
what is you business purpose from their
POV.
(12) It costs more to acquire
a new customer than it
costs to keep an old one
happy.
– Old 80/20 rule applies.
– Build a program.
-- Social engagement
(13) Sometimes there are
good reasons not to talk
about your product.
– Differentiate yourself by
transcending yourself.
(14) You can misconstrue
exactly what you’re
selling.
– Especially when others are
selling something similar.
– What you make does not
always equal what you sell.
(15) It can get expensive.
– Main reason: it takes time.
– Development & production time.
– Time to work.
– Rule of thumb:
2 – 25% of sales.
(16) It never ends
& it’s not easy.
– Introduce.
– Inform.
– Remind.
– Changes.
– Trouble.
– Many start-ups tempted to do it
themselves…
(17) If you can’t outspend the
competition, you’d
better outsmart them.
– Do what they’re not doing.
-- Find a point of differentiation and
make it meaningful.
– Make offers. Develop unique
signature ideas
– Remember Yamaha.
(18) Not all results are easy
to measure.
– Some have never been easier.
– Some are as hard as ever.
20 things everyone in this room should understand about marketing:
(19) It pays to study
companies that do it
beautifully.
– There aren’t many.
– Apple, Mini, Ralph Lauren.
– Two books:
Jerry Della Femina: From Those Wonderful
Folks Who Brought You Pearl Harbor
David Ogilvy: Ogilvy On Advertising
20 things everyone in this room should understand about marketing:
(20) A camel is a horse
created by a committee.
– No guts, no glory.
– Focus groups can mislead – there
only qualitative a guide.
– Everyone is born with an opinion.
– More art than science.
(1) Marketing problems are solved by ideas.
(2) You must know your USP.
(3) Positioning is a true measure of marketing success.
(4) Brands are worth a fortune.
(5) When you answer the phone, you’re creating an ad.
(6) Your logo is going to say something, but not necessarily what you want it to say.
(7) Taglines are really hard to do well.
(8) Advertising agencies are not what they used to be.
(9) If you do hire an agency, ask to see the real portfolios.
(10) B2B is the marketing world’s slum.
(11) Talking to yourself is dangerous to your company’s health & boasting is a waste of
your money.
(12) It costs more to acquire a new customer than it costs to keep an old one happy.
(12) Sometimes there are good reasons not to talk about your product.
(14) You can misconstrue exactly what you’re selling.
(15) It can get expensive.
(16) It never ends.
(17) If you can’t outspend the competition, you’d better outsmart them.
(18) Not all results are easy to measure.
(19) It pays to study companies that do it beautifully.
(20) A camel is a horse created by a committee.
So What Does It Mean 2 U?
• Actionable Insights
• Opportunity To Be Successful
• Opportunity to Standout & Get Noticed
• Opportunity To Build Your Business
• Raving fans that proselytize for you

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Vicari Brand Insights Discovery Workshop

  • 1. ________________________________ Marketing | Branding | Creative | Production 917.373.8512 Why & Brand Insights Discovery Workshop! www.VicariAdvertising.com
  • 3. Quest to Competitive Advantage RATIONALE: This will allow you to begin the process which will help you learn how best to advertise/communicate/be competitive within the market. Why are you in business in the first place? PURPOSE: Strategic planning to create a marketing program to benefit the business. Develop a definable direction to market your business. OBJECTIVE: Understand the dynamics of the changing marketplace for (Product or Service) and how you can capture a dominant share of the market.
  • 5. Websites maximized: – Television & Print Synergy – Your website should not stand alone: Part of the bigger plan. – You’ve got 6 seconds to impress a new visitor – Landing page is your 15 second pitch. – What are you projecting to your audience? – Conventional navigation vs. unconventional: In both cases, pay attention. – How does your audience perceive your image? – You don’t have to build it all at once. – There are 200 million websites & counting. – Display your passion for your business. – Before you start the project, make sure someone’s in charge.
  • 7. Main tools of marketing communications: 1)   Traditional Advertising: Print, Broadcast  2)   Collateral: Brochures, Catalogues, Flyers  3)   Traditional Direct: Mailers  4)   Point-of-Sales: In the stores  5)   Exhibitions: Trade Shows, Store Windows  6)   Guerrilla: Nontraditional/Performance    7)   Internet: Websites, Banner Ads, Results Based Ads, Search Engines (SEO), Social Media, Social Engagement, Blogs, Viral, E-Mail  8)   Public Relations  9)   Corporate Identity Systems: Logos – Marks & Logotypes, Business Cards, Letterhead, Graphic Standards
  • 8. Marketing = creating the tools + deploying them. But why?
  • 10. Understanding marketing: A practical approach. Ask yourself: What do people think of my company?
  • 11. People think of your company What is your brand recognition?: Positively. Negatively. Or not at all.
  • 12. Marketing ≠ sales. Shaping peoples’ impressions to drive sales. Marketing =
  • 13. Marketing that’s all image fails. Goal: 3-D picture of your company that gets noticed, standouts & is unique. Marketing that’s all information fails.
  • 14. For entrepreneurs/start-ups: Marketing is not a luxury. Because if you don’t market yourself. . .
  • 16. 20 things everyone should understand about marketing:
  • 17. (1) Marketing problems are solved by ideas. - Ideas come first. - Creative follows. - Use briefs.
  • 18. Creative Development Brief Objective What do we want to accomplish – expectations? Who Are You The single most important fact you wish to communicate important to your customer. Competition Who are thay, and what are they doing? Target Reach Who is the target audience? Obstacles Marketing problems or issues. Identity 3 primary attributes that represent the personality (Cause) of the company, product or service. Strengths that appeal to your customers. Promise Clear statement of what the company promises to accomplish. Your Purpose! Differential Points of differentiation from competition. Unique Selling Point The “So What”? The “Why” Imperatives Mandatory messages instructions, tone, limitations, legal considerations, testing , and time table.
  • 19. (2) You must know your USP. – Unique Selling Proposition. – Answer “So What?”- “Why?”. – Quietest car in the world. – Lucky you if you have one. – You can invent one but only if it’s plausible, e.g. Signature Programs – “The Combo Loan”.
  • 20. (3) Positioning is a true measure of marketing success. – Positioning = owning a clear niche in the mind. Top-of-Mind. – Clearer you are about what your company is, the clearer your position can be. -- Establishes how your perceived in the market.
  • 21. (4) Brands are worth a fortune. – A brand = sum total of all the impressions & experiences associated with a company or product.
  • 22. (5) When you answer the phone, you’re creating an ad. – Everything you do is branding reverberating around everything you do; Least to greatest.
  • 23. (6) Your logo is going to say something, but not necessarily what you want it to say. – Abstract vs. representational.
  • 26. (7) Taglines are really hard to do well. – Most are platitudes. – Be specific to the product & what customer gets (Answer the “so what” – Best are well told & memorable. – Express your cause, and/or USP.
  • 27. Melts in your mouth, not in your hands. When it absolutely, positively has to be there overnight. The ultimate driving machine. We bring good things to life Examples:
  • 28. (8) Advertising agencies are not what they used to be. – Then: 80% of every marketing dollar spent on traditional advertising. – Now: less than 20%.
  • 29. (9) If you do hire an agency, ask to see the real portfolios. – Even in the major leagues, everyone isn’t a star.
  • 30. (10) B2B is the marketing world’s slum. – B2B marketers beware. – B2B marketers see the opportunity.
  • 31. (11) Talking to yourself is dangerous to your company’s health & boasting is a waste of your money. – Don’t make assumptions it will lead you away from the solution – Know your customers. – People don’t care how wonderful you are. – They care about what’s in it for them, so what is you business purpose from their POV.
  • 32. (12) It costs more to acquire a new customer than it costs to keep an old one happy. – Old 80/20 rule applies. – Build a program. -- Social engagement
  • 33. (13) Sometimes there are good reasons not to talk about your product. – Differentiate yourself by transcending yourself.
  • 34. (14) You can misconstrue exactly what you’re selling. – Especially when others are selling something similar. – What you make does not always equal what you sell.
  • 35. (15) It can get expensive. – Main reason: it takes time. – Development & production time. – Time to work. – Rule of thumb: 2 – 25% of sales.
  • 36. (16) It never ends & it’s not easy. – Introduce. – Inform. – Remind. – Changes. – Trouble. – Many start-ups tempted to do it themselves…
  • 37. (17) If you can’t outspend the competition, you’d better outsmart them. – Do what they’re not doing. -- Find a point of differentiation and make it meaningful. – Make offers. Develop unique signature ideas – Remember Yamaha.
  • 38. (18) Not all results are easy to measure. – Some have never been easier. – Some are as hard as ever.
  • 39. 20 things everyone in this room should understand about marketing: (19) It pays to study companies that do it beautifully. – There aren’t many. – Apple, Mini, Ralph Lauren. – Two books: Jerry Della Femina: From Those Wonderful Folks Who Brought You Pearl Harbor David Ogilvy: Ogilvy On Advertising
  • 40. 20 things everyone in this room should understand about marketing: (20) A camel is a horse created by a committee. – No guts, no glory. – Focus groups can mislead – there only qualitative a guide. – Everyone is born with an opinion. – More art than science.
  • 41. (1) Marketing problems are solved by ideas. (2) You must know your USP. (3) Positioning is a true measure of marketing success. (4) Brands are worth a fortune. (5) When you answer the phone, you’re creating an ad. (6) Your logo is going to say something, but not necessarily what you want it to say. (7) Taglines are really hard to do well. (8) Advertising agencies are not what they used to be. (9) If you do hire an agency, ask to see the real portfolios. (10) B2B is the marketing world’s slum. (11) Talking to yourself is dangerous to your company’s health & boasting is a waste of your money. (12) It costs more to acquire a new customer than it costs to keep an old one happy. (12) Sometimes there are good reasons not to talk about your product. (14) You can misconstrue exactly what you’re selling. (15) It can get expensive. (16) It never ends. (17) If you can’t outspend the competition, you’d better outsmart them. (18) Not all results are easy to measure. (19) It pays to study companies that do it beautifully. (20) A camel is a horse created by a committee.
  • 42. So What Does It Mean 2 U? • Actionable Insights • Opportunity To Be Successful • Opportunity to Standout & Get Noticed • Opportunity To Build Your Business • Raving fans that proselytize for you

Editor's Notes

  1. INTRODUCE OURSELVES I’M A WRITER – LEARNED AT C/D OVER THE YEARS WORKED W/FORTUNE 50 TO MOM POPS I WORK W/RESEARCHERS STRATEGISTS DESIGNERS ART DIRS WIM & I HAVE WORKED ON WEB & MICROS CALL THAT TEAM PLANNING TO GET MORE FORMAL MY VIEW NOT THE ONLY VIEW BUT WHAT I KNOW TO BE VALID
  2. THIS IS NOT THEORETICAL NOT ABOUT STRATEGY DECKS I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
  3. THIS IS NOT THEORETICAL NOT ABOUT STRATEGY DECKS I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
  4. THIS IS NOT THEORETICAL NOT ABOUT STRATEGY DECKS I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
  5. ALL SORTS OF REASONS TO MARKET I’M GOING TO ASK YOU TO THINK ABOUT ONE
  6. ALL SORTS OF REASONS TO MARKET I’M GOING TO ASK YOU TO THINK ABOUT ONE
  7. THIS IS TRUE IF YOU’VE BEEN IN BUSINESS 1 DAY OR 100 YRS
  8. NEG TO POS UNAWARE TO AWARE
  9. NEITHER DELIVERS FULLY GETS NOTICED: SOUNDS OBVIOUS BUT MOST DON’T KNOW THAT SOMETHING LIKE 2% OF ADS ACTUALLY GET NOTICED – SAME HOLDS TRUE ACROSS MCOMM SPECTRUM
  10. Show brief There are more But here are 20 that give a view Weak mark coms are based on a look or a picture or gimmicks Ideas are king As we go along we’ll see examples
  11. Show brief There are more But here are 20 that give a view Weak mark coms are based on a look or a picture or gimmicks Ideas are king As we go along we’ll see examples
  12. Show brief There are more But here are 20 that give a view Weak mark coms are based on a look or a picture or gimmicks Ideas are king As we go along we’ll see examples
  13. Rosser reeves At 60 mph… Melts in your mouth
  14. IF I SAY BIG RELIABLE BUSINESS COMPUTERS, WHAT CO DO YOU THINK OF IF I SAY HEAVY LUXURY IMPORTED AUTOMOBILES
  15. WHAT IS THE MOST WELL KNOWN BRAND IN THE WORLD COCA COLA BRAND VALUED BY WS AT @ $40 BILLION
  16. MOST COS DO NOT UNDERSTAND THIS EVEN IF THEY DO THEY ARE NOT WILLING TO PUT IN THE EFFORT FOR A COMPANY LIKE RALPH LAUREN, A WINDOW DISPLAY IS JUST AS IMPORTANT AS A $50 M PERFUME INTRODUCTION
  17. HOW LOGOS USUALLY GET MADE DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
  18. HOW LOGOS USUALLY GET MADE DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
  19. HOW LOGOS USUALLY GET MADE DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
  20. SERVICE IS OUR BUSINESS OUR CUSTOMERS COME FIRST [SHOW LINES] MELTS IN YOUR MOUTH, NOT IN YOUR HANDS WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT THE ULTIMATE DRIVING MACHINE PART SCIENCE PART ART IDENTIFY THE USP/BENEFIT IS THE STRATEGY SCIENCE PART SAYING IT WELL IS THE ART WHAT FEDEX COULD HAVE DONE CAN SOMETIMES BREAK GRAMMAR RULES TO GREAT EFFECT WINSTON TASTES GOOD LIKE A CIGARETTE SHOULD THINK DIFFERENT
  21. SERVICE IS OUR BUSINESS OUR CUSTOMERS COME FIRST [SHOW LINES] MELTS IN YOUR MOUTH, NOT IN YOUR HANDS WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT THE ULTIMATE DRIVING MACHINE PART SCIENCE PART ART IDENTIFY THE USP/BENEFIT IS THE STRATEGY SCIENCE PART SAYING IT WELL IS THE ART WHAT FEDEX COULD HAVE DONE CAN SOMETIMES BREAK GRAMMAR RULES TO GREAT EFFECT WINSTON TASTES GOOD LIKE A CIGARETTE SHOULD THINK DIFFERENT
  22. USED TO BE AGENCIES WOULDN’T TALK TO YOU WHO NEEDS ONE TODAY YOU CAN GO A LA CARTE – CREATIVE MEDIA PLANNER
  23. DIRTY SECRET HEART ATTACKS
  24. HOW MANY OF YOU ARE B2B COMPANIES LOWER BUDGETS BAD COMMITTEES NO BROADCAST NOT SEXY CONSEQ DEADLY WORK CONSEQ GREAT OPPTY
  25. ROCKWELL TELECOMMUNICATIONS STORY ESP IN BROCHURES & LONGER INFORMATIONAL PIECES, I ALWAYS ASSUME THE READER KNOWS PRETTY MUCH NOTHING. TECH & FIN COS ESPECIALLY GUILTY I’VE DONE LOT OF FIN MARKETING – THEY ALWAYS TALK TO THEMSELVES
  26. BOASTING OFTEN HAPPENS TO COMPANIES THAT TALK TO THEMSELVES A LOT TALK ABOUT YOURSELF IN TERMS OF CUSTOMER BENEFITS NOT WE MAKE MOST SOPH BICYCLE ON THE ROAD OUR CUSTOMERS BLOW 50% FEWER TIRES EVERY YEAR HERE’S WHY
  27. FAV OF MINE GENERATES LOTS OF IDEAS YOU MAKE A NICE SHOE BUT NOT ALL THAT MUCH BETTER THAN THE OTHER GOOD SHOES DON’T TALK ABOUT YOUR SHOE BUT ABOUT HOW TO KNOW WHEN A SHOE IS WELL MADE BICYCLES—TALK ABOUT SAFE BIKING SHOW MINI PIECE – MINI M
  28. KODAK MADE FILM BUT THEY SOLD MEMORIES BAKER FURN MAKES SOFAS BUT THEY SELL HEIRLOOMS & THE IDEA OF HEIRLOOMS CASINOS PROVIDE ROOMS MEALS & GAMBLING BUT THEY SELL FANTASIES GROM MAKES GELATO BUT THEY SELL IL GELATO COME UNA VOLTA AS IT ONCE WAS
  29. HAPPY TO TALK TO YOU ANOTHER TIME ABOUT WHAT THINGS COST YOU GET WHAT YOU PAY FOR – PRICES ALL OVER ESP FOR WEB & LOGOS THINGS THAT APPLE MADE IT POSS FOR ANYONE TO DO
  30. BE IN IT FOR THE LONG HAUL PR 6 – 12 MONTHS FIND GOOD PEOPLE
  31. QUANTITY CAN WIN BUT SO CAN QUALITY
  32. WEB HITS EASY SALES TARGETS EASY DIRECT RESPONSE EASY 5% GRAND SLAM
  33. VW LEMON CAMPAIGN GOT MILK
  34. VW LEMON CAMPAIGN GOT MILK
  35. VW LEMON CAMPAIGN GOT MILK