Governor’s ConferenceFebruary 24, 2011                        Down                        economy?                        ...
What do they want from you?
Building a brand     a surprise … quick,        simple, easy …      a story … see at a     glance … talk to me            ...
What’s unexpected?   Surprise me!
It’s just a garbage truck
Or it’s a WOW truck!
What’s in it for me? Get to the point!               I get it!
What’s in it for me? Lookseasy, simple!
What’s different?                Tell me                a story
Before, the competition … and their “before” box
After, differentiate on the shelf, natural look, entice
After, tell a story, build character
Be relevant to the audience       Engage me
Before … long text, formal layout, small pictures
After … bright, engaging, visual, consistent
Sense of place, big pictures
Maintain consistency Who are you?
Before … old name, old logo … transformed
After … visible, consistent, recognized
After … information,communication, entertainment
Narrow your focus by branding         A brand is          focused
The Starbucks brandA brand becomes more than a cup of coffee …“let’s get a Starbucks”It’s about the experience, the total ...
The Apple brandA brand builds anemotional connection…people who share thestory … an expectationof a specific interactionan...
The Nordstrom brandMany products, services and locations underone idea and a brand that creates loyalty
Why brand?       Why does a       brand work?
A brand helps your audiences choose                                      CLARITY                                      Too ...
A brand creates recognition                              VISIBILITY                               Be seen and             ...
A brand makes you more competitive“A brand means the“Adifference betweenselling a white T-shirt                T-shirtfor ...
A brand gives you more impact                                  SAVINGS                                Consistency means   ...
Target audiencesPerception is reality • You have a brand whether you’re   managing it or not • Your brand is what people t...
Connect with your audiencesDo you know your audiences? • Everyone you must connect with? • What do they expect from you? •...
Building a brand              each          generation          is different
Four generations to address   The Silent Generation –                              The Boomers – 1946 to 1964             ...
Four generations to address    Reliable, formal, low-tech,     70% of nation’s wealth, time- traditional media, mentoring,...
It’s about value communicate  your value   not just what you do
Your purpose and what you offerThink about why instead of what • Why do they need to connect with you? • What purpose do y...
DifferentiateIdentify how you’re different • What is expected or assumed? • What else is available to your   audiences? • ...
Audiences and benefitsWhat benefits do you provide? • What need do you fill? (WIIFM) • What value/benefits do you offer? •...
Contact pointsYou will see all the messages andtools, your audience won’t   • Consistency reinforces your position   • Vis...
Build your brandUnderstanding your audience• Makes each communication more  effective• You’ll provide what your audience n...
Build your brandBuilding your brand•   Will create better recognition•   Will focus your message on value•   Helps you sta...
Questions?             Jennifer Larsen             Morrow             President             Creative Company
Down economy? Focus on your audiences.
Down economy? Focus on your audiences.
Down economy? Focus on your audiences.
Down economy? Focus on your audiences.
Down economy? Focus on your audiences.
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Down economy? Focus on your audiences.

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Presentation from February 2011 Governor's Marketplace in Salem, Oregon. Marketing tactics to get results in a tough economy. Addresses the following topics: what business are you in? Who are your customers and what do they think about you? Who are the customers you want to reach? What sets you apart from your competition?

When you have a clear picture of what you have to offer (in terms of what your audiences want and need) and who your audiences are, you’ll be more effective at choosing the right method, tactics and media to reach those audiences.
Includes examples of successful campaigns designed from the “point of choice” … where the target audience takes action to respond.

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Down economy? Focus on your audiences.

  1. 1. Governor’s ConferenceFebruary 24, 2011 Down economy? Focus on your audiences
  2. 2. What do they want from you?
  3. 3. Building a brand a surprise … quick, simple, easy … a story … see at a glance … talk to me WIIFM
  4. 4. What’s unexpected? Surprise me!
  5. 5. It’s just a garbage truck
  6. 6. Or it’s a WOW truck!
  7. 7. What’s in it for me? Get to the point! I get it!
  8. 8. What’s in it for me? Lookseasy, simple!
  9. 9. What’s different? Tell me a story
  10. 10. Before, the competition … and their “before” box
  11. 11. After, differentiate on the shelf, natural look, entice
  12. 12. After, tell a story, build character
  13. 13. Be relevant to the audience Engage me
  14. 14. Before … long text, formal layout, small pictures
  15. 15. After … bright, engaging, visual, consistent
  16. 16. Sense of place, big pictures
  17. 17. Maintain consistency Who are you?
  18. 18. Before … old name, old logo … transformed
  19. 19. After … visible, consistent, recognized
  20. 20. After … information,communication, entertainment
  21. 21. Narrow your focus by branding A brand is focused
  22. 22. The Starbucks brandA brand becomes more than a cup of coffee …“let’s get a Starbucks”It’s about the experience, the total of allelements
  23. 23. The Apple brandA brand builds anemotional connection…people who share thestory … an expectationof a specific interactionand experience
  24. 24. The Nordstrom brandMany products, services and locations underone idea and a brand that creates loyalty
  25. 25. Why brand? Why does a brand work?
  26. 26. A brand helps your audiences choose CLARITY Too many choices
  27. 27. A brand creates recognition VISIBILITY Be seen and recognized
  28. 28. A brand makes you more competitive“A brand means the“Adifference betweenselling a white T-shirt T-shirtfor $10 and selling a VALUEwhite T-shirt with a T-shirt HigherNike logo on it for perceived value$20.”$20.”Debbie KennedyBrand Oregon
  29. 29. A brand gives you more impact SAVINGS Consistency means more impact
  30. 30. Target audiencesPerception is reality • You have a brand whether you’re managing it or not • Your brand is what people think it is • Communicate clearly from your audience’s point of view • Create a brand that is visually appealing and memorable
  31. 31. Connect with your audiencesDo you know your audiences? • Everyone you must connect with? • What do they expect from you? • Speak in their language; be clear and concise (no acronyms!) • Understanding the generations helps you choose the right media
  32. 32. Building a brand each generation is different
  33. 33. Four generations to address The Silent Generation – The Boomers – 1946 to 1964 1925 to 1945 Gen X – 1965 to 1977 Gen Y – 1978 to 2000
  34. 34. Four generations to address Reliable, formal, low-tech, 70% of nation’s wealth, time- traditional media, mentoring, starved lifestyle, must look and feeltake the time to read and visit good while aging, career-focused Self-reliant, results instead of Smart, tech-savvy, idealistic, girls process, savvy and cynical are equals, want to contribute, consumers, technology multi-taskers, want authenticity, adopters, less career-focused family-oriented
  35. 35. It’s about value communicate your value not just what you do
  36. 36. Your purpose and what you offerThink about why instead of what • Why do they need to connect with you? • What purpose do you serve? • Avoid just listing the “stuff” you do • Consider their perspectives – businesses or individuals, families or retirees
  37. 37. DifferentiateIdentify how you’re different • What is expected or assumed? • What else is available to your audiences? • What are your “hot buttons”? • Where are the “wow” responses or results?
  38. 38. Audiences and benefitsWhat benefits do you provide? • What need do you fill? (WIIFM) • What value/benefits do you offer? • Use the “so” test to find benefits • Define, in your audience’s terms, your value
  39. 39. Contact pointsYou will see all the messages andtools, your audience won’t • Consistency reinforces your position • Visually connect all contact points, from website to mailings to office environment to stationery to displays, Emails and brochures…
  40. 40. Build your brandUnderstanding your audience• Makes each communication more effective• You’ll provide what your audience needs to make a choice• Each point of contact must build the message and brand
  41. 41. Build your brandBuilding your brand• Will create better recognition• Will focus your message on value• Helps you stand out• Creates bigger results for all of your marketing
  42. 42. Questions? Jennifer Larsen Morrow President Creative Company

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