Who? Geography Specific Definition Where do you fit in the value chain or distribution channels—who do you work with in the ecosystem of your sector, and why will they be eager to work with you? Reason/Motivation for Purchasing Problem? Efficiency? increase speed, expand reach, eliminate inefficiency, increase effectiveness Emotional? Financial? increase revenues, reduce costs Lifestyle? Solution? Software? Hardware? Service? Combination? Relationship? 10 words or less, if possible. How specifically are you going to generate revenues? Why is your model leverage-able and scalable?
Question not asked: “What will be communicated?”
Who else provides a solution? Who else is executing your business model successfully? How will you compete against the status quo? How long will the first mover advantage last? What are the competitive hurdles?
4 P’s: People? World-class advisors? A “brand name” founding investor? Partnerships? Vendors? Channel Partners? (Intellectual) Property? (Scalable) Plan? How does your advantage fair long-term against current and future competition?
Emotional Connection: Does your brand connect with people on an emotional level? Value: Does your brand deliver a good value for the price? Accessibility: Do customers and potential customers perceive your brand as convenient? Awareness (the cornerstone of strong brands): Are your target customers and key stakeholders aware of your brand? Is it the first one that comes to their minds? Relevant Differentiation (the leading edge indicator of future market share and profitability): Is your brand unique or different in customer-relevant, customer-compelling ways?
SEPTEMBER 8, 2009 Brand Aid
How? 1-800 Number (toll-free) 1-900 Number (pay to call) Affiliate Programs (a commission program) Affinity Marketing (partner with a bigger organization) Banner Ads on Websites Banners & Signs (outdoor or indoor) Barter for Advertising or Promotions Billboards/Outdoor Advertising Blog Brochures Business Cards Cash Discounts for Quick/Immediate Payments Catalogs (online or printed) Celebrity Spokesperson, Appearances or Tie-Ins Chat Groups on Internet Circulars (mail including several local businesses) Classified Ads Cold Call Leads Community Involvement or Leadership Contact Former Contacts & Leads Contests & Sweepstakes Co-operative Ads (purchasing ads with partners) Coupons & Local Coupon Magazines Cross Promotions (exchanging with partners) Custom Order Forms (promote additional sales) Develop a New Product or Line Direct Mail (postcards, sales letters, etc.) Discounts Discuss Ideas with Staff and Advisors Every Month Domain Name (easy to remember, catchy) Donate Product or Service to Charity or Auction Door Hangers E-Commerce Permission/Opt-In Marketing (e-mail lists) Piggy-backing (combine two businesses’ service) Point-of-Purchase Displays/End Caps Premiums & Specialty Gifts (pens, etc.) Publicity/Public Relations/Interviews Radio & Satellite Radio Advertising Referral Systems/Programs Remnant Ads (ad space sold last minute at a discount) Rich Media Online Advertising Sales Pitch or Elevator Speech Samples Search Engine Optimization Seminars/Workshops or Training Signage (in-store, outside) Speaking Engagements Special Offers Specialty Directory Advertising Spokesperson (non-celebrity, you, etc.) Sponsorship (event, community, etc.) Suggestion Box & Follow-Up Take-One Box Telephone Selling & Telemarketing Television Advertising Testimonials & Endorsements Thank You Notes to Best Clients (handwritten) Trade Shows & Exhibits Up-Sell or Sell More to Existing Clients Vehicle Placards (magnets, wraps, etc.) Viral Marketing (engaging story passed verbally) Voicemail Messages Website Write a Book, Article, or Column Yellow Pages Advertising E-Mail Marketing E-mail Signature Files Events (community, VIP, Open House, etc.) Expand Payment Ability (online, credit cards, etc.) Extend Hours of Operation Extend Payment Options Financing (offer, extend, etc.) Flyers and Posters Follow-up Contact After Sale (e-mail, letter, etc.) Frequent Buyer Programs (punch-out cards, stamps) Geographically Expand Market Gift Certificates Give-a-Ways or Freebies (bumper stickers, etc.) Hire a Marketing Intern Incentive Programs (timed offers) Infomercials Inserts International Marketing Jingles & Slogan Letterhead and Stationary License Tie-Ins (with larger brands) Links to Your Site Local Listings (community boards and calendars) Magazine Advertising Mid-air Ads (blimps, balloons, etc.) Nametags or Branded Clothing Networking (associations, organizations, conferences) Newsletters (e-mail or direct mail) Newspaper Advertising On-Hold Messages Online Message Boards Packaging Pamphlets/Folders Pay-Per-Click Advertising (Google, Yahoo, etc.)
What? <ul><li>The first question is not how – how is the byproduct. </li></ul><ul><li>The first question is: WHAT? </li></ul>