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Better marketingforbiggersales


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A one-day workshop presentation on marketing tactics to support a higher return on sales efforts, presented in Salem, Oregon by Job Growers and Chemeketa Center for Business and Industry. Presented by Jennifer Larsen Morrow of Creative Company.

Learn about:
What audiences are looking for
How to frame an audience persona
How to communicate more effectively
The difference between features and benefits
Why to focus on "What's in it for me?"
How to find your "wow!"

Published in: Business
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Better marketingforbiggersales

  1. 1. Job Growers and CCBIOctober 11, 2012Better marketing= bigger sales
  2. 2. What we’ll cover• Why should you care about marketing and branding?• What is a brand?• Your target audiences—perception is reality• Generational perspectives and their impact on communications• What should you communicate? Going beyond the “stuff”• What actions do you want to inspire?
  3. 3. Where are you now?• Where do your customers come from now?• How are you finding and reaching new customers?• What’s your sales process?• What’s working?• What’s not working?• Where are your biggest challenges?
  4. 4. Better marketing = bigger salesIf someone is looking for what you offer, where are they looking?
  5. 5. Better marketing = bigger sales If they find you,what will they see?Will they understand why they should choose you?
  6. 6. Better marketing = bigger sales Today B2B buyers contact you only after 60% of the purchase decision is already made.
  7. 7. What do they want from you?
  8. 8. Better marketing = bigger sales A surprise … quick, simple, easy … information… answer my questions … talk to me …WIIFM
  9. 9. What’s unexpected? Surprise me!
  10. 10. It’s just a garbage truck
  11. 11. Or it’s a WOW truck!
  12. 12. Why should I care? How does this work? I get it!
  13. 13. What’s in it for me?Looks easy, simple!
  14. 14. Make it easy to choose Good information!
  15. 15. I know what they sell …
  16. 16. And here’s how to buy
  17. 17. Be relevant to your audience Engage me
  18. 18. Architects want to seeit and understand …
  19. 19. Architects need information…
  20. 20. Maintain consistency Who are you?
  21. 21. Before … old name, old logo … transformed
  22. 22. After … visible, consistent, recognized
  23. 23. After … information,communication, entertainment
  24. 24. Marketing is branding Why branding? Why bother?
  25. 25. We live in an overwhelmed, time-starved culture packed withtoo many choices
  26. 26. Focus your marketing A brand brings focus
  27. 27. Glanceand scanSound bitesFirstimpressionsare the onlyimpressions
  28. 28. Target audiencesPosition in your category Benefits to the audiences Where’s the “wow!”?
  29. 29. A brand is an asset What is a brand?
  30. 30. What is a brand?What is a brand? • The name of a product or service • A warranty, trusted concept or essence • A preference in the mind of your audience • An expectation of a certain level of service • Confidence in knowing what to expect • Value in the mind of the audience • A bottom-line asset
  31. 31. The Starbucks brandA brand becomes more than a cup of coffee … “let’sget a Starbucks”It’s about the experience, the total of all elements
  32. 32. The Apple brandA brand builds anemotional connection …people who share the story… an expectation of aspecific kind of interactionand experience
  33. 33. What is a brand?A brand is more than a logo A brand requires a visual and verbal vocabulary • A distinctive “ look and feel” • A common voice, tone and style • A system of colors and typography • A series of images that build a cohesive whole
  34. 34. What is a brand?What builds brands? • Brands are being built with or without management • Publicity build brands • Blogs, social media, marketing and websites build brands • Environments build brands • Each contact with the organization builds the brand
  35. 35. Your marketing must be brandedWhy should youbuild a brand?
  36. 36. Too many choices CLARITY There are too many choices for everyone. A strong brand helps you stand out and connect with those you seek to reach
  37. 37. Create visibility and recognition VISIBILITY A strong brand system sets you apart and creates recognition
  38. 38. Add value to all communications“A brand means thedifference between VALUEselling a white T-shirtfor $10 and selling a A strong brandwhite T-shirt with a means a higherNike logo on it for perceived value…$20.” for whatever youDebbie Kennedy haveBrand Oregon to offer
  39. 39. Simplify and streamline SAVINGS A strong brand provides structure and ties communications together so you’re more effective
  40. 40. Building a brand but we’re not selling to consumers, we’re selling to businesses
  41. 41. Perception is reality • Your brand is based on what people think about your organization …it’s still • Communicate clearly from the audience’s point of view about people • Provide value to those you serve and communication
  42. 42. AudiencesPerception is reality • Your brand is based on what people think about your organization • To be effective you must communicate clearly from your audience’s point of view • You must create a brand that is visually appealing and communicates the essentials, answers their questions
  43. 43. AudiencesDo you know your audiences? • Do you know everyone you need to communicate with? • Do you know what they expect from you? • Do you understand their concerns? • Speak in the their language; be clear and concise (no acronyms!)
  44. 44. AudiencesBusiness to business • People are still people • Roles might be different, not the final decision maker • Sales process might be longer, more people and information involved • It’s still trust, confidence, relationship
  45. 45. Brand building Defining your brand character and persona
  46. 46. Defining your brandWhat personality do you want to present? • How do you want to be perceived, known and remembered? • It is this “persona” that will be remembered • It’s the character/personality of your brand communication that will create recognition and attention
  47. 47. Defining your brandMade up of the combination of numerous elements • Overall style of the presentation/communication • Details such as • colors, image • language, tone • style and overall quality • Key messages and phrases
  48. 48. Defining your brandIs your image what your audience wants, expects, will respond to? • What’s the “playing field”? What’s expected? • You may want to appear as a complex, intelligent and powerful company • Your audience might prefer a simple, folksy persona they can relate to
  49. 49. Exercises | Defining your brandA. Think of your brand as a carWhat brand of car would you be? • Rank your brand on a scale • Consider: image quality, price, distinctiveness • Exercise (Using the car metaphor helps you visualize where you fit.)
  50. 50. Exercises | Defining your brandB. Consider your brand as a personDescribe that person as they walk towards you • What kind of impression do they project? • What is their appearance? • What is your sense of their capabilities? • What do you believe about them?
  51. 51. Lunch break!
  52. 52. Your audiences Each generation is different
  53. 53. The GenerationsEffective marketing requires firstunderstanding the audiences you’retrying to reach.For the first time in history there are fourdifferent generations in the workplace, each withdifferent values, perspectives and expectations
  54. 54. Target your audiences Consider motivations, lifestyles, attitudes and expectations Different for each generation Select the right method of communication for each generation
  55. 55. GenerationsThe Silent Generation – 1925 to 1945• 2005 Census – 63 million, now aged 67 to 87• Have always done “the right thing”• Reliable and show up for work on time• Looking for a “great adventure”• Second middle age …“now or never”• 45% of age 70 to 74 use the internet• 58% of age 65 to 69 use the internet
  56. 56. GenerationsThe Boomers – 1946 to 1964• 2005 Census – 78 million, now aged 48 to 66• The “Me Generation”• Boomers are driving the marketplace• Control 70% of the nations wealth• Want to stay healthy, keep youthful appearance• Career focused• In the midst of intense transitions• Address lifestyle preferences and life stages• Online and connected, 85% of those 50-64 are online
  57. 57. GenerationsGen X – 1965 to 1984• 2005 census – 48 million, now aged 35 to 47• First generation of latch-key children, learned to rely on themselves• More results-oriented, less process-oriented• Will change jobs more frequently• Savvy and cynical consumers• No brand loyalty, earn confidence every time• Want direct communication• 93% of 30-49 year olds are online
  58. 58. GenerationsGen Y – Born 1985 to 2010• 2005 Census – 76 million, now aged 12 to 34• Have honed a “sixth sense” in seeking what’s authentic, don’t want to be “sold”• Always looking for the next “cool” thing• “One of smartest, tech savvy and idealistic generations of our time”• Girls grew up participating in sports, more self-assurance• Multi-tasking is natural• 96% of 18 to 29 are online
  59. 59. GenerationsTrends and statisticsSmartphones mean mobile internet access• 83% of U.S. adults have a cell phone of some kind, and 42% of them own a smartphone• 58% between ages of 25 and 34 own a smartphone• 44% of those ages 35-44• 49% of those ages 18-24Social media has wide adoption• 55% of Twitter users are 35 or older• 63% of Pinterest users are 35 or older (79% female)• 65% of Facebook users are 35 or older• 79% of LinkedIn users are 35 or older
  60. 60. Building a brand communicate your value not just what you do
  61. 61. Features vs. BenefitsYou must be clear about the services orproducts you’re offering, what are thebenefits?How can you frame the benefits to connect withthe expectations of each generation?How does each generation prefer tocommunicate? (reading vs. watching vs. sharing)
  62. 62. Features vs. BenefitsFeatures:Here’s what the product does, or what theservice is. Descriptive.Benefits:Here’s the outcome, what you audience willreceive from the product or service.Often emotional or personal.
  63. 63. Features vs. benefits They’re not buying a drill They’re buying the hole it makes
  64. 64. AudiencesWhat is needed and wanted by youraudience(s)? • What’s the primary reason each audience wants/needs/uses your products or services? • What do you provide immediately, and over the long-term?
  65. 65. Define the messageWhat value do you provide? • Go beyond the “stuff” • Identify ideas, messages that address “why should I care?” or • “What’s in it for me?” (WIIFM) • Where’s the “wow!”?
  66. 66. AudiencesThink 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 – who are they? How do they communicate or take in information? • What’s the role in the purchase?
  67. 67. t ’s y ourWhamess age?(WII FM )
  68. 68. Generating response is the goal Connect with your audiences
  69. 69. Building your brandBrand building (effective marketing) requires focus • Focus on your audiences and the benefits • Branding requires consistency in message and visuals • You will get tired of it long before your audiences do
  70. 70. Building your brandA visual vocabulary ties it together • Choose a strong color palette • Select typefaces that are distinctive and use them consistently • Identify the “look and feel” that will stand out and create recognition
  71. 71. NYSAC | Identity Guidelines
  72. 72. NYSAC | Identity Guidelines
  73. 73. CommunicateYou will see all the messages andtools, your audience won’t • Consistency creates a connection • Visually connect all elements, from website to mailings to office environment to stationery to displays, Emails and brochures… • Define messages that are specific and unique to you, that tell a story • Uncover stories and information to share (social media, blog, website, white papers)
  74. 74. A longer sales cycleToday the buyer is in charge • Explosion of information sources (websites, blogs, reviews, discussion boards, social) • An era of self-serve information • Talking to a person is a last resort, not a first step • B2B – 60% of the purchase decision is made before contacting a sales person • 2010 – 5.3 sources of information needed, 2011 – 10.4 sources needed before making a buying decision
  75. 75. How to address the focus on informationBe relevant and valuable • Help vs. sell, make a customer for life • Discover customer needs first – listen, research, talk to front line people • Integrate offline and online information • Provide resources to inform, educate, enlighten
  76. 76. Building a brand where are your contact points?
  77. 77. ContactsWhere are the contact points? • Where do your target audiences connect with you? • At what level, for what purpose? • How are those contact points branded? • Which contacts are critical to the organization, the points of choice?
  78. 78. Contact pointsSmall contacts influence perceptions• Reception, how the phone is answered• Personal presentation• Voice mail message• Letter format• Fax cover sheet• Quality of literature• Email format• Environment
  79. 79. Contact pointsEssential contact points • Printed materials—folders, brochures, handouts • Your website … a primary point of choice • Newsletters, magazines and Emails • Internal contacts from the handbook to employee newsletters • Trade shows Where do you have the opportunity to present your message and engage with your audiences?
  80. 80. Contact pointsWhat is a “point of choice”? A point of choice is the situation where someone will take action, to move to the next step in working with you. The point of choice is focused on immediate response—taking action.
  81. 81. Contact pointsFocus first on the “point of choice” By leveraging your message and your brand when someone is deciding, you’ll increase your return on investment, and you’ll increase response•What response do you need?•How/where will your audience respond in that way?
  82. 82. WorksheetDefine your “points of choice”
  83. 83. Building a brand build your brand message
  84. 84. Brand positioningThe brand positioning • Reflects where you fit in the market • Separates you from the competition • Clarifies key messages for staff and sales teams • Establishes the foundation and framework for ongoing communication • Ties together visual and verbal
  85. 85. Brand positioningThe brand positioning … Is supported by the brand persona •A collection of authentic visual and verbal assets, actions and beliefs •Your audience recognizes your persona through: • Colors and images • Language and tone • Look and feel • Quality of interactions
  86. 86. Brand personaWhat brand persona is right for youraudience? • Is your image what your audience wants, expects, will respond to? • What’s the “playing field”? What’s expected? • How can you go beyond the expected to generate recognition and loyalty?
  87. 87. Pumilite Hardscape and Masonry | Identity Better attitude. Best selection.
  88. 88. Pumilite Website
  89. 89. Brand personaDefining your brand persona • Supports the strategy and tactics used to implement branding • Will help you define the communication tools you use • Reduces the number of options by focusing on your audiences and brand • Makes each communication more effective • You’ll provide what your audience needs to connect with you
  90. 90. Build your brandUnderstanding your audience’s expectations• Makes each communication more effective• You’ll provide what your audience needs to make a decision• Each point of contact must build on the others• Each communication tool and every tactic and channel must build the experience
  91. 91. Build your brandDefining your brand persona• Directs the visual vocabulary of your brand• Supports the strategy and tactics you choose• Will help you select media and define the best tools to get results• Reduces the number of options by focusing on your audience, the best contact point and most effective medium/tool to communicate your key messages
  92. 92. Build your brandBuilding your brand• Will create clarity with internal and external audiences• Builds perceived value• Generates increased recognition at a lower cost• Identifies messages that resonate• Reinforces the “wow!”• Establishes a stronger presence and clearer communications with all audiences
  93. 93. Build your brandGo forth and market!• Brand responsibly• Provide value to your audiences• Connect where they communicate• Build content that builds trust• Integrate online and offline• Evaluate website, mobile, social media
  94. 94. Questions? Jennifer Larsen Morrow President Creative Company
  95. 95. Give us a call to talk about your brand!Creative Company, Inc.726 NE 4th StreetMcMinnville, Oregon 97128503.883.4433Toll-free 866.363.4433Creativeco.comEmail to