Sbims presentation preparing to build your brand online - september 10


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Presentation by Michelle Gamble, Chief Angels at Marketing Angels. Presented 28th of September 2010 in Sydney at the Small Business Internet Marketing Secrets seminar. Part of Small Business September.

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  • Now is a good time to just pull out your business card.... Take a bit of a look at it and think about whether it works hard enough for your business. Does it somehow imply or say what you do. Does it reflect what your customers say about your business. Does it somehow say or imply how your different. Does it say what people want to hear? Does it speak into some kind of need or listening?
  • Defining your target markets is critical to developing a strong brand. You need to segment each type of target. For example if you are targetting businesses with your product. You might have small businesses, corporates, and govt all as target markets. They each will have very different characteristics, different needs and different motivations. Therefore you’ll need to develop different messages for each of them. Making your brand and marketing messages more effective in each market.
  • The tool we use is called a Brand Pyramid. The brand pyramid works as a blue print for all of our communications going forward. We know what we need to say when: we’re talking about the company = attributes When we’re talking about the benefits of the product or service – functional benefits How we want people to feel = Emotional rewards Who we’re talking to/what they care about = Values And what we need to portray about the business (often informs flavour or tone or communications) = personality or brand values What the values of that customer are. The Pryamid helps us develop the overall brand essence of the business. This is what people buy into that’s bigger than the product or service and it’s what makes the people you work for every day get out of bed, beyond their pay check.
  • So once we’ve done that we need to make sure the positioning works. The business needs to follow through with their actions. If for instance you are AVIS and who promise to “try harder” – this needs to be obvious at each “moment of truth” your customers have with your brand!
  • Sbims presentation preparing to build your brand online - september 10

    1. 1. Small Business Internet Marketing Secrets Preparing to build your brand online 28 September 2010 Michelle Gamble, Chief Angel
    2. 2. The Marketing Process REPORTING Track and Measure Effectiveness
    3. 3. Branding Take a holisitic approach the brand, the positioning and the product. the brand = the business
    4. 4. Think about your own brand Does it work hard enough for you? Does it say how you are different? Does it say what people want to hear? Does it say what you do? Does it reflect what customers say?
    5. 5. Brand image <ul><li>The brand will attract buyers whose actual or desired self-images match the brand’s image. </li></ul><ul><ul><li>What is your brand image? </li></ul></ul><ul><ul><li>Who are your customers? </li></ul></ul><ul><ul><li>Do they match? </li></ul></ul>
    6. 6. Objectives of a brand <ul><li>Product (or service) differentiation </li></ul><ul><li>Relevance in chosen markets </li></ul><ul><li>Effective consistent communication </li></ul><ul><li>Creating brand loyalty, developing customer relationships </li></ul><ul><li>Build on what has gone before </li></ul>
    7. 7. What’s in a name?
    8. 8. BrandingTool <ul><li>CI = brand + positioning </li></ul>Brand Positioning
    9. 9. Make your Brand an Experience <ul><ul><li>Max Brenner </li></ul></ul><ul><ul><li>Jones the Grocer </li></ul></ul><ul><ul><li>Cold Rock Ice Creamery </li></ul></ul>
    10. 10. Define target markets <ul><li>Are there more than one? </li></ul><ul><li>Profile each? </li></ul><ul><li>What are the hot buttons? </li></ul><ul><li>Sell into their listening. </li></ul>
    11. 11. Desired positioning <ul><li>How do you want your target market to perceive you? </li></ul><ul><li>What position in the market do you want to own? </li></ul><ul><li>What is your promise to the market…? </li></ul>
    12. 12. Examples of Positioning <ul><li>BMW – sheer driving pleasure </li></ul><ul><li>VB – for a hard earned thirst </li></ul><ul><li>Jeans West – fits best </li></ul><ul><li>Aussie Home Loans – All the right loans, under one roof </li></ul><ul><li>Hungry Jacks – the burgers are better at HJ </li></ul><ul><li>Avis – we try harder </li></ul><ul><li>L’Oreal – because you’re worth it </li></ul><ul><li>Ad Instruments – Making Science Easier </li></ul><ul><li>Practical Systems – Improving the Business of Farming </li></ul><ul><li>Clearwater Filters – Leaders in Quality, Value & Service </li></ul><ul><li>School of Fine Music – Releasing Talent, Realising Potential </li></ul><ul><li>Design Shop – What you Want in Marketing </li></ul><ul><li>Houseproud Cleaning – Thorough, Reliable, Responsible </li></ul>Taglines Positioning Statements
    13. 13. Use some tools to help such as the brand pyramid <ul><li>Attributes </li></ul><ul><ul><li>Of the brand </li></ul></ul><ul><li>Emotional Rewards </li></ul><ul><ul><li>To being in relationship with the brand </li></ul></ul><ul><li>Personality </li></ul><ul><ul><li>Or brand values </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Of the brand to the clients </li></ul></ul><ul><li>Values </li></ul><ul><ul><li>Of the target clients </li></ul></ul>Brand Essence
    14. 14. Personality or brand values Values of customer Emotional Rewards Functional Benefits Attributes Brand Pyramid : Discerning, feminine, proud, successful, fashion concious Confident, empowered, Support, comfort, ease when breastfeeding, Brand Essence uncompromising quality and luxury maternity lingerie for modern women Example: Cake Lingerie classic, elegant, strong, proud, joy, beautiful, fun, uncompromising small, flexible, professional, efficient, creative, uncompromising
    15. 15. Workshop the desired Positioning Statement Cake Lingerie Celebrating Motherhood
    16. 16. Making the positioning work <ul><li>Aim to reflect today's reality and help move the company toward it's sought after, achievable, differentiated sustainable leadership position. </li></ul><ul><li>Claiming to be &quot;the leader&quot; does not make it so. Actions speak louder than words, so follow through with the promises of the brand. </li></ul>
    17. 17. Measuring Brand Awareness <ul><li>Direct Traffic (vs linked or search) </li></ul><ul><li>Searches for your co. Name </li></ul><ul><li>Referrals from non-customers </li></ul><ul><li>Business opportunities </li></ul>
    18. 18. Your Website Direct /Ads Email Social Media Search Referral/WOM Your web site is your most important marketing tool..
    19. 19. Put Yourself in the Seat of the Searcher Good SEO
    20. 20. Terrible Web Site <ul><li>No contact details “above the fold” </li></ul><ul><li>Too much text </li></ul><ul><li>Nothing to capture customer details </li></ul><ul><li>No call to action </li></ul><ul><li>- No Contact Us page </li></ul>
    21. 21. Don’t Burn your $$$
    22. 22. A good web site Highly visible contact details Lot’s of relevant content Tool to capture contact details Blog to engage potential clients
    23. 23. Defining the goal of your site
    24. 24. Goal: Capturing leads <ul><li>Questions to ask? </li></ul><ul><li>How will you deal with leads/email enquiries </li></ul><ul><li>What will you offer in exchange for details </li></ul><ul><ul><li>Sample? </li></ul></ul><ul><ul><li>Discount voucher? </li></ul></ul><ul><ul><li>E-guide </li></ul></ul><ul><ul><li>Tool/diagnostic </li></ul></ul><ul><li>What you might need? </li></ul><ul><li>Contact details visible on every page </li></ul><ul><li>Contact us section </li></ul><ul><li>Enquiry form </li></ul>
    25. 26. Goal: Building a database <ul><li>Questions to ask? </li></ul><ul><li>How much information do you need? </li></ul><ul><ul><li>A little or a lot? </li></ul></ul><ul><ul><li>Will you really use the information you are asking for? </li></ul></ul><ul><li>What system do you have for storing & segmenting the information </li></ul><ul><ul><li>What will you do with it afterwards? </li></ul></ul><ul><li>What might you need? </li></ul><ul><li>A CRM System plug-in </li></ul><ul><ul><li>(or API that talks to the one you have) </li></ul></ul><ul><ul><li>API that talks to your email marketing platform </li></ul></ul><ul><ul><li>An email marketing platform </li></ul></ul><ul><li>Offers and a system for providing them (download shop, vouchers etc) </li></ul>
    26. 27. Goal: Selling <ul><li>Questions to ask? </li></ul><ul><li>Does the site layout make the most of your products/service info </li></ul><ul><li>Is your shopping cart easy to use? </li></ul><ul><li>Can you easily update product info/change pricing/do special offers/codes </li></ul><ul><li>How many clicks are there from the home page to purchase </li></ul><ul><li>What might you need? </li></ul><ul><li>Shopping cart </li></ul><ul><li>Payment gateway </li></ul><ul><li>Affiliate plug-in? </li></ul>
    27. 28. Goal: Events <ul><li>Questions to ask? </li></ul><ul><li>Can you send out invitations easily? </li></ul><ul><li>Can you capture and track RSVP’s? </li></ul><ul><li>Can you segment and follow-up? </li></ul><ul><li>What might you need? </li></ul><ul><li>Event Calendar </li></ul><ul><li>Shopping Cart </li></ul><ul><li>E-mail marketing functionality </li></ul>
    28. 29. Goal: Building a community <ul><li>Questions to ask? </li></ul><ul><li>Do you need a blog? </li></ul><ul><li>Do you need a forum? </li></ul><ul><li>Do you need the ability to offer advertising? </li></ul><ul><li>Will you need an affiliate programme? </li></ul><ul><li>What you might need? </li></ul><ul><li>Ability to invite people via your web site to a facebook community or to follow you on twitter? </li></ul><ul><li>Affiliate plug-in </li></ul><ul><li>Ad network relationship </li></ul>
    29. 30. Database/CRM tools Software as a service solutions Good for small number of users Customisation can be minimal
    30. 31. Shopping cart tools
    31. 32. Other useful tools
    32. 33. Happy Marketing! www. 70% off for SBS until 1 st Oct. $11.95 normally $39.95 DIY Marketing planning workshop Syd – 29 th Oct