Hello, my name is Crystal Peterson and I lead the channel development efforts for Neustar’s Registry Services.
I’m excited to talk to you today about getting you and your customers noticed in the crowded digital world… From building a brand Marketing that brand And getting your or your customers’ brand found To ultimately get results.
– And Most of All, what it all means for YOU
I’m here to talk about being powerhouse marketers to get better results for your chosen business, profession or adventure
No matter who you are or what you do, building a credible online brand is more important than ever before.
you need a meaningful, memorable digital brand that tells people who you are and what you’re all about.
But there’s just one problem…
The digital landscape is crowded….really, really crowded….
and getting more so every day….
And the people you are trying to reach and influence and persuade and sell to – are, by some estimates, exposed to > 3000 advertising messages / day…
I AM EXPOSED TO > 3000 advertising messages a day! Think about how crazy that is… !
SO WHY IS BUILDING AN ONLINE BRAND SO IMPORTANT Cutting through this crowded landscape requires a strong online brand
YOU must have an online brand that is identifiable and memorable. to access, create, share, and trust content gleaned online more than content from any other source.
And, in doing so, you will create advocates who will carry your messages for you.
In an offline world one advocate will influence 2 people but in an online world….while Online one advocate will influence 14 people because of the way they create content. People you influence create content that others will find when seeking information.
…. A brand's value is merely the sum total of how much extra people will pay for, or how often they will choose, the expectations, memories, stories and relationships of one brand over the alternatives.
If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
A brand isn’t what you say, It’s what your customers tell their friends.
What feelings, images, emotions, belief sets do each of these brands evoke in you?
How do you know?
Locked selves in room for 10 days designing this and deciding what we wanted OUR Brand to evoke….
Lightbulb In box to show nothing missing Bold Friendly Not a box… open / available for you to contribute Lock and key
Having a memorable online brand is critical to successfully leveraging this word of mouth.
YOU CAN’T REALLLY HOPE TO BUILD A SOLID RELATIONSHIP WITH SOMEONE – IF THAT SPECIAL SOMEONE (your prospect, next customer, website visitor…) - can’t remember your name…. Thinks you’re UNREMARKABLE….Not Credible …. Or worst of all – LAUGHABLE…..
Guerilla Marketing: a Marketing strategy in which low-cost, unconventional means are used in a (generally) localized fashion to draw attention to an idea, product, or service.
Examples: the use of graffiti, sticker bombing, flyer posting, viral marketing, flash mobs, internet marketing, etc.
With a play on words for my day-to-day business – you want a brand to master it’s domain.
Get noticed – by building a brand Get found – how can local search help? And WIN!
Consumers’ local search habits are getting more sophisticated than ever. Competition is fierce, and businesses need to be prepared with the right information and experience their customers are looking for on smartphones, tablets and PC/laptops to get found.
I have 4 key findings to share with you from the 7th Annual Local Search Study conducted by Neustar and 15miles, which polled 4,000 users of local business search sites to gain deeper understanding into the relationship between local search and devices.
If you look at what’s happened online in the last 10 -15 years it’s simply extraordinary….
Children of a digital age, things that only a few years ago would have been impossible to dream up have now become common place…
New business models are emerging every day that connect people in new and exciting ways… and have created new possibilities for entrepreneurs/entrepreneurship… that can literally change the world… make sure your brand and customers’ brands are staying on top of the noise
BROADBAND PENETRATION AROUND WORLD IS INCREASING…
If you think of the possibilities of what’s been created in the last 15 years…and then think ahead… fast forward in your mind… and imagine… IF THAT’S WHAT HAPPENED IN THE LAST 10-15 years on the INTERNET… WHAT ON EARTH WILL HAPPEN IN THE NEXT 10-15 YEARS! CAN WE EVEN DREAM DREAMS BIG ENOUGH TO IMAGINE IT?
No matter who you are or what you do,
these days, building a credible online brand
is more important than ever before.
Whether you run a start-up in your
basement, a small business, or a multi-billion-
dollar corporation – you need a
meaningful, memorable digital brand that
tells people who you are and what you’re all
Create a memorable brand
– Provide value to your Users or Customers
• Offering more than a product: A partnership.
• There are a lot of options out there – why your product?
• Create community around the brand, give a home to an
– Always innovate!
• “If you aren’t eating, you are being eaten”
– Foster excitement to create other ambassadors for your brand