Grow Any Business Like a Billion Dollar Brand2. • WHAT BUSINESS ARE YOU IN ?
• WHO ARE YOUR CUSTOMERS ?
• WHY ARE YOU BETTER THAN
YOUR COMPETITORS?
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3. © What Big Brands Know LLC 2010 All Rights Reserved
4. UNDERSTANDING
IS EASY
DOING IS HARD
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8. NOBODY LIKES BEING SOLD TO,
BUT EVERYBODY LIKES TO BUY.
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9. CUSTOMERS DON’T BUY THINGS,
THEY CHOOSE BETWEEN OPTIONS.
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10. © What Big Brands Know LLC 2010 All Rights Reserved
12. BE DIFFERENT FROM COMPETITION
IN A WAY CUSTOMERS VALUE
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14. YOUR BRAND
ISN’T WHAT YOU
THINK IT IS
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15. THE SUM OF ALL INTERACTIONS
AN INDIVIDUAL HAS WITH YOU
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16. RATIONAL EMOTIONAL
IT RESIDES IN THEIR MIND
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17. YOUR BRAND
IS WHAT YOUR
CUSTOMERS
THINK IT IS
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19. © What Big Brands Know LLC 2010 All Rights Reserved
20. WHY DO I CARE ?
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21. CURRENT CUSTOMERS
NEW CUSTOMERS
PRICING POWER
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22. PROTECTS FROM
–COMPETITORS
–NEW BUSINESSES
–SUBSTITUTES
HELPS ROW THE BOAT TOGETHER
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23. WHICH WOULD YOU PURCHASE?
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24. IS BUILDING A BRAND ENOUGH?
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25. -93.9%
1999 2009
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26. BE DIFFERENT FROM
COMPETITION
IN A WAY CUSTOMERS VALUE
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27. FOUR THINGS THE BEST BRANDS DO
UNDERSTAND CUSTOMERS
HAVE VALUABLE BENEFIT
CREATE DIFFERENTIATION
COMMUNICATE CONSISTENTLY
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30. © What Big Brands Know LLC 2010 All Rights Reserved
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32. WHO’S YOUR
TARGET?
MOUNTAIN BIKER
OR
MOM?
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34. WHAT DO THEY NEED?
Emotional Needs
Rational Needs
Price of Entry
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35. © What Big Brands Know LLC 2010 All Rights Reserved
36. NEEDS
HIERARCHY
• Escape
•Not Bored • Fun
•Companionship • Easier
EMOTIONAL
•Work Out Longer
RATIONAL •Keep Pace
•For running
•Free
PRICE OF ENTRY •Production
Quality
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37. CUSTOMERS TELL YOU
(NOT THE OTHER WAY AROUND)
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38. HOW DO I ASK THEM?
RESEARCH
QUALITATIVE
QUANTITATIVE
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39. WHY RESEARCH?
INSIGHTS
CREATE
VALIDATE
CHOOSE
TRACK
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40. I CAN’T AFFORD
EXPENSIVE RESEARCH
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41. RESEARCH FOR
CHEAP OR FREE
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42. © What Big Brands Know LLC 2010 All Rights Reserved
43. © What Big Brands Know LLC 2010 All Rights Reserved
45. PEOPLE DON’T WANT ¼ INCH DRILL BITS,
THEY WANT ¼ INCH HOLES.
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46. PROVIDE A
BENEFIT
CUSTOMERS VALUE
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47. BENEFIT EXAMPLES
vs.
SEARCH DECISION
ENGINE ENGINE
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49. BENEFIT EXAMPLES
© What Big Brands Know LLC 2010 All Rights Reserved Reprinted with permission from Morton International, Inc.
50. THE BEST BENEFITS
VALUABLE DIFFERENT
MOTIVATIONAL OWNABLE
CREDIBLE SIMPLE
RATIONAL AND EMOTIONAL
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51. PRICE
SHOULD LOWER PRICE BE MY BENEFIT?
$599 Flat Fee Per Hire
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52. • Time savings • Culture fit screen
• Relief • Interview coaching
• Faster • Professional report
• Expertise • EEOC Compliant
• Guarantee
• Proprietary questions
• Professional intake survey
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53. Experts in small business recruiting.
“Big company expertise at a
small company price.”
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54. WHY SHOULD I BELIEVE YOU?
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55. THE POWER OF
BECAUSE
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58. REASON TO BELIEVE
DECISION
ENGINE
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59. DIFFERENTIATION &
SPECIALIZATION
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60. THE SMALLER THE SANDBOX,
THE BIGGER THE POTENTIAL
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68. I DON’T DO ANYTHING
DIFFERENT OR BETTER
THAN ANYONE ELSE.
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70. THAT’S OK.
JUST MAKE IT UP.
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72. INNOVATION
• GO BACK TO THE BEGINNING
• WHAT INSIGHTS HAVE YOU
UNCOVERED?
• WHAT DO CUSTOMERS WANT THAT
THEY DON’T EVEN KNOW YET?
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73. ALL LIGHT BEER IS THE SAME
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74. WHAT CONSUMERS WANT
• GOOD TASTE
• VALUE
• RELAXATION
• LOW CARBS/CALORIES
• SOCIALIZATION
• REFRESHMENT
• COLD BEER
• FUNNY ADS
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75. WHAT CONSUMERS WANT
• GOOD TASTE
• VALUE
• RELAXATION
• LOW CARBS/CALORIES
• SOCIALIZATION
• REFRESHMENT
• COLD BEER
• FUNNY ADS
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76. COORS LIGHT COLD INNOVATION
FROST BREW COOLER SUPER COLD DRAFT
LINER CAN BOX
COLD ACTIVATED
BOTTLE
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COLD ACTIVATED CAN
77. BRING IT ALL TOGETHER
WHO
NEEDS
BENEFITS
REASONS TO BELIEVE
WHAT MAKES YOU DIFFERENT AND BETTER?
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78. Positioning Statement
Target
For _______________________
Business Name
__________________________is the
Business Type
__________________________that provides
Benefit
__________________________.
Reason To Believe
That's because ______________________.
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79. Positioning Statement
busy business owners
For _______________________
HireWithEase
__________________________is the
hiring solution
__________________________that provides
affordable expertise
__________________________.
we charge $599 per hire
That's because ______________________.
Big company expertise.
Small company price.
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80. RATIONAL VS. EMOTIONAL
CAN YOU SPEAK TO BOTH SIDES OF
THEIR BRAIN?
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81. Positioning Statement
on-the-go moms
For _______________________
Justin’s
__________________________is the
peanut butter
__________________________that provides
on-the-go nutrition
__________________________.
it comes in squeeze packs
That's because ______________________.
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82. MAN, WHEN DO WE GET TO
THE MARKETING?
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85. MARKETING
Sales
Local Force
Website
Coupons
Word of
Gift Cards
Mouth
Loyalty/
Advertising
Referral Your
Business
Customer Printed
Service Materials
Other
Public online
Relations resources
(Yelp!)
Database
Signage
Marketing
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86. GO AFTER YOUR TARGET
WITH YOUR MESSAGE
GET FEEDBACK
REPEAT
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87. THIS IS MARKETING
Go after
your
target
Get With your
Feedback message
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88. YOU ARE BUILDING A BRAND
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89. © What Big Brands Know LLC 2010 All Rights Reserved
90. About The Author
Gerry O’Brion is a speaker, author and business
coach who built his career growing big
brands. After earning his MBA at Michigan, he
worked at P&G with brands such as Crisco, Tide, Mr.
Clean, and Spic & Span. Next, at Coors Brewing
Company he managed the flagship Coors brand, and
then Coors Light, a $2 billion brand. Gerry was most
recently VP of Marketing for Quiznos, another brand
with nearly $2 billion in annual sales.
“I’ve always been known for simplifying the complex. As I worked with
businesses over the years I noticed that many business owners and
managers spend a majority of their time running their business, and
very little time thinking and planning for success. I believe that
businesses of any size can compete like the big guys, it just takes a
little bit of knowledge and some purposeful effort to build your plan.”
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91. Thanks!
Please visit www.WhatBigBrandsKnow.com
for more articles to help your business thrive!
Email feedback to Gerry O’Brion at
gbrion@yahoo.com, and please repost to your
website or blog.
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