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NCA 09 Brand Building Presentation By Lois K. Geller


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Lois K. Geller's presentation to the National Dry Cleaners Association on marketing in turbulent times. Lois covers brand, internet and social media for service industries.

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NCA 09 Brand Building Presentation By Lois K. Geller

  1. 1. Building Your Relationships and Your Brand... Virtually <ul><li>By: Lois K. Geller </li></ul>Lois Geller Marketing Group
  2. 2. When Ann Hargrove invited me to talk... <ul><li>I was delighted! </li></ul>
  3. 3. NCA Brainstorming
  4. 4. The topic she assigned me is: “Building Relationships and your Brand on the Internet”
  5. 5. Why would someone want a relationship with a dry cleaner? <ul><li>Trust </li></ul><ul><li>Security </li></ul><ul><li>Sense of community; belonging </li></ul>
  6. 6. Why should you want a relationship with your customers? <ul><li>Because your best customers are the ones who come back week after week, year after year </li></ul><ul><li>$$$ </li></ul><ul><li>Word of Mouth Marketing </li></ul>
  7. 7. So how do you begin the relationship? <ul><li>Personality </li></ul><ul><li>WIIFM </li></ul>
  8. 8. How does Zappos do it?
  9. 9. How did you hear about Zappos?
  10. 10. Most likely you heard about it from someone else... Word of Mouth
  11. 11. Zappos Interesting Facts <ul><li>Over $1 billion in sales, is one of the Web's fastest growing shopping sites. </li></ul><ul><li>The company has 7.4 million customers, nearly half of whom have purchased in the last 12 months. </li></ul><ul><li>75% of sales come from repeat customers. </li></ul>
  12. 12. How do they do it?
  13. 13. I Heart Zappos
  14. 14. <ul><li>Zappos understands that securing and solidifying the relationship with it’s customers is its best marketing or advertising effort it can engage in. </li></ul><ul><li>Zappos utilizes these online tools to stay connected </li></ul><ul><li>They know their USP - free shipping and free returns </li></ul><ul><li>They have a presence where their consumers are </li></ul>
  15. 15. Zappos
  16. 16. Zappos Website <ul><li>Not the Flashiest, Stylized website </li></ul><ul><li>But.... </li></ul><ul><li>Loads extremely fast </li></ul><ul><li>Information is where it needs to be </li></ul>
  17. 17. Zappos and Twitter <ul><li> is successfully using Twitter to put a human face on the company and engage with customers more deeply. </li></ul><ul><li>CEO, Tony Hsieh of Zappos has: </li></ul><ul><ul><li>Given away shoes on Twitter </li></ul></ul><ul><ul><li>Sent out an open invitation to a company barbecue and solved a service problem a customer left in a blog comment. </li></ul></ul><ul><ul><li>Hsieh sees it as part of a larger strategy to build Zappos into a brand on par with Virgin. </li></ul></ul>
  18. 18. Zappos Employees on Twitter
  19. 19. &quot;We think our brand is going to be different because we want people to feel there's a real person they're connecting with, whether it's when they call us or through Twitter or any way they come in contact with us” - CEO, Tony Hseih
  20. 20. Before you run and start an Online and Social Media Plan... Be sure that you have developed a solid business brand.
  21. 21. Brands
  22. 22. So You Have... <ul><li>A Logo </li></ul><ul><li>Maybe even a Tagline </li></ul><ul><li>Story </li></ul><ul><li>Location </li></ul><ul><li>Sell Sheets </li></ul><ul><li>Business Cards </li></ul>That’s Great!
  23. 23. Before you can successfully promote your brand, you have to be able to understand and explain what it is...
  24. 24. Dunkin’ Donuts = everyday, hardworking American against phoniness and fluff.
  25. 25. <ul><li>The Brand Process </li></ul><ul><li>Background </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Positioning </li></ul><ul><li>SWOT-F </li></ul><ul><li>Take Action!! </li></ul>
  26. 26. Brand Positioning Map <ul><li>Conservative </li></ul><ul><li>Conservative </li></ul><ul><li>Conservative </li></ul>Conservative High Cost Trendy Low Cost <ul><li>Conservative </li></ul><ul><li>Conservative </li></ul><ul><li>Conservative </li></ul>
  27. 27. Discover your USP…
  28. 28. USP Unique Selling Proposition What makes you different You each have one… Dry Cleaning is not just a convenience business
  29. 29. Brand… <ul><li>More than a logo or a slogan </li></ul><ul><ul><li>It is the clients TOTAL service experience </li></ul></ul><ul><ul><ul><li>For a brand to succeed it must STAND OUT from Competitors </li></ul></ul></ul>
  30. 30. A Brand “Stands Out” when it routinely provides distinctive customer SATISFACTION & often goes above and beyond what is normally expected
  31. 31. Apthorp Cleaners
  32. 32. Apthorp Cleaners <ul><li>Services </li></ul>
  33. 33. Apthorp Cleaners <ul><li>The Stain Gallery </li></ul>
  34. 34. Apthorp Cleaners <ul><li>Contact Us </li></ul>
  35. 35. 5 Steps of Relationship Branding
  36. 36. <ul><li>Putting a Human Face on Your Company </li></ul><ul><li>Make sure your company shows a human side </li></ul><ul><li>Use: </li></ul><ul><li>Humor </li></ul><ul><li>Compassion </li></ul><ul><li>Generosity </li></ul><ul><li>Understanding </li></ul><ul><li>Helpfulness </li></ul>
  37. 37. Discover Your Brand Voice
  38. 38. <ul><li>Look at their behavior - Action speaks louder than words </li></ul><ul><li>Are they responding to your efforts? </li></ul><ul><li>Are they referring your business? </li></ul><ul><li>Ask for Feedback </li></ul>2. Listening to Your Customers
  39. 39. 3. Share with them… including stories <ul><li>Keep your clients informed </li></ul><ul><li>Adds to your human element. </li></ul><ul><li>People relate through stories </li></ul>
  40. 40. Zoots Dry Cleaner
  41. 41. 4. Making Customers Feel Secure <ul><li>They must feel that you will always be honorable in your dealings with them </li></ul><ul><li>100% guarantee </li></ul><ul><li>NCA </li></ul><ul><li>BBB </li></ul>
  42. 42. Hallak Cleaners
  43. 43. Hallak Cleaners
  44. 44. 5. Creating Friendships That Last <ul><li>To keep customers, brands need to establish other attributes along with trust, like a “care for me” relationship style that includes empathy and reciprocity. </li></ul><ul><li>This must be embodied in every interaction every where. </li></ul>
  45. 45. SLATE NYC
  46. 46. So how do YOU apply it Virtually?
  47. 47. Be There <ul><li>You can’t play the game if you’re not in the game </li></ul>
  48. 48. Why do you need a Website?
  49. 49. You need a website because... <ul><li>Your website helps convey a professional image </li></ul><ul><li>It will promote your business 24/7 </li></ul><ul><li>You can reach customers locally, nationally, or worldwide </li></ul><ul><li>You can track traffic, growth and results of your marketing campaigns </li></ul>
  50. 50. What do you think makes a good website?
  51. 51. Splendid Dry Cleaners
  52. 52. KM Laundry and Dry Cleaners
  53. 53. Tide Dry Cleaners
  54. 54. Dry Cleaner
  55. 55. West Bank Dry Cleaning
  56. 56. Chris French Cleaner site
  57. 57. Web Sites <ul><li>Your Shop Window... open 24/7 </li></ul>a world of opportunity
  58. 58. Website Overview <ul><li>Your website is an employee. meaning it works for YOU. </li></ul><ul><li>Successful web sites are more than just graphically pleasing. </li></ul><ul><li>They are the result of in-depth research, market comprehension, careful planning, and execution. </li></ul>
  59. 59. Effective Web Design
  60. 60. Neat and Easy Navigation <ul><li>Navigation of links on your site plays a big role in determining the stickiness of your site </li></ul><ul><li>SITE has to be readable </li></ul><ul><li>Ask yourself this, What do visitors do as soon as they open your site? </li></ul>
  61. 61. Meurice Garment Care
  62. 62. Content and Timely Information <ul><li>Original Content is the most important trait of a great Web Site </li></ul><ul><li>Provide valuable and timely information </li></ul><ul><li>Websites should be updated regularly. </li></ul><ul><li>Information should be well-edited </li></ul>
  63. 63. Be Interactive <ul><li>Interactivity is the second most important trait on the web. </li></ul><ul><li>Sites that involve the user and have a sense of fun or adventure will get more traffic </li></ul>
  64. 64. Chicago Dry Cleaner
  65. 65. Fill a niche and dominate <ul><li>Be different. Discover your USP and utilize it. </li></ul><ul><li>Research your competitors. Find what they are and are not doing. </li></ul><ul><li>Dominate the market. The goal is to be the premiere dry cleaner in the US?, NY?, Bronx?, etc. </li></ul><ul><li>You become the expert, publish a column on your website </li></ul>
  66. 66. So how do we get visitors or customers to come back to your site?
  67. 67. Pick Up and Delivery Options Coupons and Deals Products and Services FAQ or Q&A Information
  68. 68. Content Is King Write about dry cleaning and tailoring tips...
  69. 69. The Ultimate Goal <ul><li>Is to Build Loyalty </li></ul>
  70. 70. Email Marketing
  71. 71. Dry Cleaning By Dorothy Case Study
  72. 72. Drycleaning by Dorothy <ul><li>Family owned business </li></ul><ul><li>Wanted to interact with customers on a more personal level. </li></ul><ul><li>Teamed up with a marketing agency to design a email marketing campaign </li></ul>
  73. 73. <ul><li>Dorothy posted sign up sheets and offered $5 off dry cleaning for anyone that signed up </li></ul><ul><li>4yrs later… list grows by 30 – 45 names per week. </li></ul><ul><li>Using the sheets and other acquisition efforts </li></ul>
  74. 74. Dry Cleaning By Dorothy <ul><li>The business cost of the special offers in his e-mail marketing is not a big concern for Dorothy. </li></ul><ul><li>“ I'm not trying to make a profit off my e-mail promotions,” he says. “My first aim is to solidify current customer relations and make new ones.” </li></ul>
  75. 75. Dry Cleaning By Dorothy <ul><li>They always track their campaigns and learn what works and what doesn’t </li></ul><ul><li>Forwarding to Friends is a must on all their campaigns </li></ul><ul><li>Have acquired many new customers as a result. </li></ul>
  76. 76. Effective use of email can add value to almost all kinds of businesses.
  77. 77. 5 Great Things About Email <ul><li>Low-Cost </li></ul><ul><li>Relationship Building </li></ul><ul><li>Targetability </li></ul><ul><li>Flexibility </li></ul><ul><li>Trackability </li></ul>
  78. 78. Plan, Schedule and Set Goals <ul><li>Plan out your emails for the year or season and build campaigns around holidays and seasons </li></ul><ul><li>Like every other marketing function… you must set goals for your efforts. </li></ul><ul><li>Test to learn what works and what doesn’t </li></ul>
  79. 79. Create a Calendar Email 09 Calendar
  80. 80. Keys Points for Emails <ul><li>Email can be sent only to people who had &quot;given their permission&quot; by providing their email address. </li></ul><ul><li>Email communications should contain timely messages. </li></ul><ul><li>Deploy your emails on a scheduled basis. Try every Wednesday around the same time. </li></ul><ul><li>Subscribers learn to expect the mail on a regular schedule and that adds to its impact </li></ul>
  81. 81. Email is Great for Retention... Not Acquisition <ul><li>So focus your efforts on building and cultivating the relationship </li></ul>
  82. 82. Hallak Email
  83. 83. Email Tracking Report
  84. 84. Email Example
  85. 85. Email
  86. 86. Griffin’s Dry Cleaning
  87. 87. SEM and Online Advertisement
  88. 88. Most Internet users enlist the help of one of the major search engines Google,Yahoo, or MSN every time they access the web.
  89. 89. Search Engine Marketing is the science of understanding how your business can appear more frequent in the search rankings.
  90. 90. Two General Types of SEM
  91. 91. SEO <ul><li>Improving the volume and quality of traffic to your site through natural search results </li></ul><ul><li>Optimizing your website so it is easily searchable </li></ul><ul><li>Use: </li></ul><ul><li>Internal/External Links </li></ul><ul><li>New Content </li></ul><ul><li>Text Wisely </li></ul>
  92. 92. Paid Search <ul><li>Selecting keywords and phrases to bid on </li></ul><ul><li>Operates like an auction </li></ul><ul><li>Example: </li></ul><ul><li>Google Adwords </li></ul>
  93. 93. Did you know the majority of small businesses draw customers from within a 50-mile radius?
  94. 94. Local Search is Evolving <ul><li>If you serve mainly one area... </li></ul><ul><li>Your efforts should be focused on that area </li></ul><ul><li>So What is Local Search... </li></ul>
  95. 95. Local Search <ul><li>People doing local searches for a local business or service provider. </li></ul><ul><li>Customers come to local search with an existing or anticipated need. </li></ul>
  96. 96. So what are people searching for? You... Yes You In a recent study: 59% are searching for a restaurant or entertainment 41% seek information on local services, dry cleaners and lawyers. People want the basics: 52% said they searched specifically for a business phone number or address
  97. 97. Get Listed, Be Included
  98. 98. There are many to choose from <ul><li>Find out what your customers use in your area... </li></ul>
  99. 99. It’s Growing and Changing <ul><li>Google put Local Search in the palm of your customers hand </li></ul>
  100. 100. Blogs and Social Media <ul><li>For Dry Cleaners </li></ul>
  101. 101. Social Marketing in a Nutshell <ul><li>Consumers now seek advice through social networks, prediction markets, micro-blogging, location-based, networked mobile phone applications and even virtual worlds. </li></ul>
  102. 102. Blogs <ul><li>It gives them a reason to come back </li></ul><ul><li>Starts the conversation on your website </li></ul><ul><li>Gets your customers interested in you. </li></ul>
  103. 103. Benefits of a Blog <ul><li>Increased sales </li></ul><ul><li>They get more traffic from search engines and social networking engines like </li></ul><ul><li>News agencies are more likely to do a story on your business </li></ul><ul><li>Real-life stories and tips warm up your web presence </li></ul><ul><li>Free! </li></ul>
  104. 104. Ecolave Blog
  105. 105. Show your expertise and begin relationships
  106. 106. Only do it if you can post often
  107. 107. Social Media
  108. 108. Social Media is a fast, professional, easy and effective way to market your business
  109. 109. Sites such as: <ul><li>Linkedin </li></ul><ul><li>Facebook </li></ul><ul><li>Myspace </li></ul><ul><li>Twitter </li></ul>
  110. 110. What can it do for you? <ul><li>Strengthening brands </li></ul><ul><li>Create positive buzz </li></ul><ul><li>Build word of mouth </li></ul><ul><li>Build relationships </li></ul>
  111. 111. <ul><li>Southwest Airlines uses twitter to let customers know of special deals and offers. </li></ul><ul><li>GM is using Twitter to keep their followers updated on the on-going crisis and their development of new technologies. </li></ul><ul><li>Facebook has had the capability to build groups and companies have taken advantage of that. </li></ul>
  112. 112. Starbucks Twitter
  113. 113. Louis Vuitton Facebook
  114. 114. Viral Marketing <ul><li>The idea behind a viral marketing campaign is to create a novel or unique concept that can be spread all over the web </li></ul><ul><li>Think of it as a virtual word of mouth campaign on steroids </li></ul><ul><li>This technique can catapult a business into pop culture overnight, but it is not guaranteed to work </li></ul><ul><li>The key is it is governed by the users not the creators </li></ul>
  115. 115. Dove Evolution
  116. 116. New Stuff
  117. 117. <ul><li>Joy of Direct Marketing </li></ul>
  118. 118. Lois’s Favorites <ul><li>Linkedin </li></ul><ul><li>Plaxo </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Active Rain </li></ul>
  119. 119. On LinkedIn you can keep track of your database <ul><li>Email them questions </li></ul><ul><li>Find out about suppliers </li></ul><ul><li>Make friends in the area </li></ul>
  120. 120. Test a Vertical Social Media Website
  121. 121. Your Ideas...
  122. 122. Plastic? Why not give a cloth bag?
  123. 123. Eco Products
  124. 124. Offers <ul><li>BOGO </li></ul><ul><li>2 for 1 </li></ul><ul><li>Spring Cleaning </li></ul><ul><li>Win a closet organizer </li></ul>
  125. 125. Try Something Viral <ul><li>The 10 weirdest things someone left in their pockets </li></ul><ul><li>Out-takes of a commercial or filming </li></ul>
  126. 126. Contests and Co-Brand <ul><li>California Closets </li></ul><ul><li>Clothing Companies </li></ul>
  127. 127. Nora Nealis <ul><li>Goes to Washington and spends all her time and resources campaigning…. </li></ul><ul><li>So busy there’s no time to focus on herself </li></ul>
  128. 128. NCA-I Current Site
  129. 129. NCA Professional
  130. 130. NCA-2
  131. 131. NCA Johnson Box
  132. 132. When you consider your website: <ul><li>Develop a creative that represents your personality </li></ul><ul><li>Position yourself in a unique way </li></ul><ul><li>Consider some of your great stories - and use them on your site </li></ul>
  133. 133. When you consider your website: <ul><li>Remember Debra Kravet’s Site: </li></ul><ul><ul><li>“ The Westside’s Cleaner” </li></ul></ul><ul><ul><ul><li>Busy Streets </li></ul></ul></ul><ul><ul><ul><li>Interactive </li></ul></ul></ul><ul><ul><ul><li>Humorous </li></ul></ul></ul><ul><ul><ul><li>Get their email address </li></ul></ul></ul><ul><li>Email them on a schedule </li></ul><ul><li>Do something special for them! </li></ul>
  134. 134. Be Creative
  135. 135. Let me know how you are doing! [email_address]