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DOING MORE
WITH(A LOT)




LESS
presented by Martha Bartlett Piland

president + ceo

!
@MarthaPiland

martha@mbpiland.com
4 LEARNING

OBJECTIVES
1. importance of brands + consistency

2. how employees can help build your brand

3. differences in...
© MB Piland Advertising + Marketing. All rights reserved.
BRAND
GROW SALES: 

BE THE #1 CHOICE
IMPORTANCE

OF A BRAND
what is a brand?
© MB Piland Advertising + Marketing. All rights reserved.
IMPORTANCE

OF A BRAND!
A brand is “you” in a package. A way 

to stand out from the competition. 



It makes you notewor...
IMPORTANCE

OF A BRAND
LOYALTRUST
ASSOCIATE
PAY MORE
TALK
ABOUT
© MB Piland Advertising + Marketing. All rights reserved.
Brands don’t just happen. They are 

created, sustained and become legendary 

only with a long-term investment in a 

con...
STRONG

BRANDS
© MB Piland Advertising + Marketing. All rights reserved.
IMPORTANCE

OF A BRAND
breaks through the clutter

!
helps fight competition

!
increases credibility

!
becomes “shorthand...
assess your current efforts:

look and feel

colors, fonts, photography

logo and slogan usage

writing style

sound effects...
Everything speaks:

	 signage, CD labels, name tags, apparel

	 mugs, pens, mouse pads, premiums	 

	 phone answering and ...
BUILD OR

ERODE? fleet graphics
facebook
online
w
eb
phone brochure
uniform
s
PR
events
nam
e
tags
parking
lot
em
ail sigs
...
© MB Piland Advertising + Marketing. All rights reserved.
EMPLOYEES
GROW SALES: 

INTERNAL BRAND AMBASSADORS
how can I help you?

why do we do it this way?

what do you need?

what do our customers need?
from Harvard Business Revie...
share your plans + vision

ask for their input

give them the tools

show them new things first

report back regularly
INVO...
Nordies 

Martians

Groovies
BUILD + BRAND
YOUR

CULTURE
© MB Piland Advertising + Marketing. All rights reserved.
BUILD + BRAND
YOUR

CULTURE
TURN THEM

LOOSE
© MB Piland Advertising + Marketing. All rights reserved.
POW!
they will believe, shout it 

from the roo...
© MB Piland Advertising + Marketing. All rights reserved.
SHOTGUN
/

TARGETED
GROW SALES: 

ZERO IN ON THE AUDIENCE
who is your audience? (not “everyone”)

what do they care about?

what are their lives like?

where are they?

do you unde...
surveys

focus groups

observation

social media

secondary research

POS data

what else?
LEARN TO

LISTEN
© MB Piland Advertising + Marketing. All rights reserved.
EXERCISE BREAK
SHOTGUN

 

VS. TARGETED
What’s the difference?

!
Why is it important?
SHOTGUN

 

VS. TARGETED
Shotgun efforts are often more expensive. 

They reach a lot of people, but many of 

them may not...
SHOTGUN

 

VS. TARGETED
Targeted efforts give you more impact

for your time and money.

!
nontraditional or grassroots eff...
List your tactics

Rate them

Do the math and reconsider:

- what’s the CPM?

- what’s sure to hit the audience?

- can yo...
Cheap media deals aren’t cheap if your 

message doesn’t reach your audience.

BEWARE 

© MB Piland Advertising + Marketin...
© MB Piland Advertising + Marketing. All rights reserved.
LOW COST
STRATEGIES
GROW SALES: 

SPEND STRATEGICALLY
… hmmmmm
BE 

STRATEGIC
integrated marketing / business plan

	 budget – both money and time

	 create a promotional calen...
Plan from the inside out. You’ll

have ever widening circles that 

overlap, change and grow.

BRAND-ALIGNED

TACTICS
© MB...
© MB Piland Advertising + Marketing. All rights reserved.
NONTRADITIONAL

TACTICS
They can create “buzz” and help you stand out.

They can help gain media attention, if they’re not...
NONTRADITIONAL

TACTICS !
!
Think way outside your 

comfort zone…

(dare to be stupid).

!
WHAT IF?
what if?
WHAT IF?
© M...
NONTRADITIONAL

TACTICS
announcements in church newsletters 

door hangers

posters in coffee shops, salons or ...

stuffers...
Kansas Action for Children

Report Card Release
!
Kansas Action for Children

Children’s March
LOW COST

TACTICS adopt a highway

podcasts/vodcasts

speak to groups

write a column for print pubs

blog

“new mover” we...
!
Fleet graphics for Boy Scout Council

© MB Piland Advertising + Marketing. All rights reserved.
!
CiCi’s Pizza – Dancing Display

photo from Topeka Capital-Journal
!
Silver Lake Bank Grand Opening
© MB Piland Advertising + Marketing. All rights reserved.
!
Girl Scouts PR Stars
© MB Piland Advertising + Marketing. All rights reserved.
!
Girl Scouts Honorary 

Legislative Troop
!
MB Piland Chinese New Year© MB Piland Advertising + Marketing. All rights reserved.
!
MB Piland Halloween
© MB Piland Advertising + Marketing. All rights reserved.
golfing

!
Academy Awards party

!
Gecko at sports events: 6’ tall

!
Gecko book forthcoming
!
The Container Store wears its heart 

on its sleeve!
© MB Piland Advertising + Marketing. All rights reserved.
WEB+

SOCIAL

© MB Piland Advertising + Marketing. All rights reserved.
© MB Piland Advertising + Marketing. All rights reserved.
Don’t just talk—listen, too

!
It’s not all about you—it’s a relationship: 

conversation and building community

!
WEB+

...
Groupon, Deal Garden etc. can be good, or deadly!

!
	 • Use sparingly and strategically (generate trial, move dated inven...
Tactic/Item
Budget
option A
Budget
option B
Budget
Phase 2
Who Action When Notes
1. Strengthen Positioning &
Communication...
Client – Marketing Timeline 2007Client – Marketing Timeline 2007Client – Marketing Timeline 2007
Jan Feb Mar Apr May June ...
!
• Nurture and build your brand. 

!
• Be very targeted.

!
• Identify and use non-traditional tactics to stretch your bu...
QUESTIONS

THOUGHTS?
@MarthaPiland

martha@mbpiland.com
… hmmmmm
THANK YOU
@MarthaPiland

martha@mbpiland.com
© MB Piland Advertising + Marketing. All rights reserved.
Build sales from the inside out
Build sales from the inside out
Build sales from the inside out
Build sales from the inside out
Build sales from the inside out
Build sales from the inside out
Build sales from the inside out
Build sales from the inside out
Build sales from the inside out
Build sales from the inside out
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Build sales from the inside out

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How to build sales (doing more with less) with smart internal and external branding, use of low cost and nontraditional strategies.

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Build sales from the inside out

  1. 1. DOING MORE WITH(A LOT)


 LESS presented by Martha Bartlett Piland president + ceo ! @MarthaPiland martha@mbpiland.com
  2. 2. 4 LEARNING
 OBJECTIVES 1. importance of brands + consistency 2. how employees can help build your brand 3. differences in shotgun vs. targeted strategies 4. non-traditional tactics to stretch your budget
 © MB Piland Advertising + Marketing. All rights reserved.
  3. 3. © MB Piland Advertising + Marketing. All rights reserved. BRAND GROW SALES: 
 BE THE #1 CHOICE
  4. 4. IMPORTANCE
 OF A BRAND what is a brand? © MB Piland Advertising + Marketing. All rights reserved.
  5. 5. IMPORTANCE
 OF A BRAND! A brand is “you” in a package. A way 
 to stand out from the competition. 
 
 It makes you noteworthy. 
 
 It offers a promise. © MB Piland Advertising + Marketing. All rights reserved.
  6. 6. IMPORTANCE
 OF A BRAND LOYALTRUST ASSOCIATE PAY MORE TALK ABOUT © MB Piland Advertising + Marketing. All rights reserved.
  7. 7. Brands don’t just happen. They are 
 created, sustained and become legendary 
 only with a long-term investment in a 
 consistent look, feel, messaging and 
 experience. IMPORTANCE
 OF A BRAND
  8. 8. STRONG
 BRANDS © MB Piland Advertising + Marketing. All rights reserved.
  9. 9. IMPORTANCE
 OF A BRAND breaks through the clutter ! helps fight competition ! increases credibility ! becomes “shorthand” © MB Piland Advertising + Marketing. All rights reserved.
  10. 10. assess your current efforts: look and feel colors, fonts, photography logo and slogan usage writing style sound effects or music what else? SELF
 EVALUATE
  11. 11. Everything speaks: signage, CD labels, name tags, apparel mugs, pens, mouse pads, premiums phone answering and on-hold messages cars or vans? bumper stickers? Yellow Pages listings (print and online) e-mail tags what else? SELF
 EVALUATE © MB Piland Advertising + Marketing. All rights reserved.
  12. 12. BUILD OR
 ERODE? fleet graphics facebook online w eb phone brochure uniform s PR events nam e tags parking lot em ail sigs ads m ugs signage correspondence handouts intranet newsletter google+ invitations em ploym ent ads eNewsphoto nners build consistency everywhere
  13. 13. © MB Piland Advertising + Marketing. All rights reserved. EMPLOYEES GROW SALES: 
 INTERNAL BRAND AMBASSADORS
  14. 14. how can I help you? why do we do it this way? what do you need? what do our customers need? from Harvard Business Review 7/7/2014
 http://hbr.org/tip/2014/07/07/3-questions-executives-should-ask-front-line-employees ASK
 EMPLOYEES
  15. 15. share your plans + vision ask for their input give them the tools show them new things first report back regularly INVOLVE
 EMPLOYEES
  16. 16. Nordies 
 Martians Groovies BUILD + BRAND YOUR
 CULTURE © MB Piland Advertising + Marketing. All rights reserved.
  17. 17. BUILD + BRAND YOUR
 CULTURE
  18. 18. TURN THEM
 LOOSE © MB Piland Advertising + Marketing. All rights reserved. POW! they will believe, shout it 
 from the rooftops and sell!
  19. 19. © MB Piland Advertising + Marketing. All rights reserved. SHOTGUN /
 TARGETED GROW SALES: 
 ZERO IN ON THE AUDIENCE
  20. 20. who is your audience? (not “everyone”) what do they care about? what are their lives like? where are they? do you understand them? how do you rank them? DEFINE THE
 AUDIENCE © MB Piland Advertising + Marketing. All rights reserved.
  21. 21. surveys focus groups observation social media secondary research POS data what else? LEARN TO
 LISTEN
  22. 22. © MB Piland Advertising + Marketing. All rights reserved. EXERCISE BREAK
  23. 23. SHOTGUN

 
 VS. TARGETED What’s the difference? ! Why is it important?
  24. 24. SHOTGUN

 
 VS. TARGETED Shotgun efforts are often more expensive. 
 They reach a lot of people, but many of 
 them may not be your target = waste. ! broadcast newspaper some outdoor consumer magazines seeing what sticks © MB Piland Advertising + Marketing. All rights reserved.
  25. 25. SHOTGUN

 
 VS. TARGETED Targeted efforts give you more impact
 for your time and money. ! nontraditional or grassroots efforts direct mail online ads and PPC social media trade shows specific PR trade pubs or segmented newspapers cable TV select outdoor © MB Piland Advertising + Marketing. All rights reserved.
  26. 26. List your tactics Rate them Do the math and reconsider: - what’s the CPM? - what’s sure to hit the audience? - can you afford to waste any efforts? Sometimes you have to test. DOTHE 
 MATH
  27. 27. Cheap media deals aren’t cheap if your 
 message doesn’t reach your audience. BEWARE 
 © MB Piland Advertising + Marketing. All rights reserved.
  28. 28. © MB Piland Advertising + Marketing. All rights reserved. LOW COST STRATEGIES GROW SALES: 
 SPEND STRATEGICALLY
  29. 29. … hmmmmm BE 
 STRATEGIC integrated marketing / business plan budget – both money and time create a promotional calendar be sure strategies are targeted stick © MB Piland Advertising + Marketing. All rights reserved.
  30. 30. Plan from the inside out. You’ll
 have ever widening circles that 
 overlap, change and grow. BRAND-ALIGNED TACTICS © MB Piland Advertising + Marketing. All rights reserved.
  31. 31. © MB Piland Advertising + Marketing. All rights reserved.
  32. 32. NONTRADITIONAL TACTICS They can create “buzz” and help you stand out. They can help gain media attention, if they’re not frivolous. They can help support your message. They will help stretch your budget. © MB Piland Advertising + Marketing. All rights reserved.
  33. 33. NONTRADITIONAL TACTICS ! ! Think way outside your 
 comfort zone… (dare to be stupid). ! WHAT IF? what if? WHAT IF? © MB Piland Advertising + Marketing. All rights reserved.
  34. 34. NONTRADITIONAL TACTICS announcements in church newsletters door hangers posters in coffee shops, salons or ... stuffers in electric bills or bank statements sandwich boards at busy intersections “Burma Shave” signs special events fleet graphics or vanity tags custom coffee cups or sleeves © MB Piland Advertising + Marketing. All rights reserved.
  35. 35. Kansas Action for Children Report Card Release
  36. 36. ! Kansas Action for Children Children’s March
  37. 37. LOW COST TACTICS adopt a highway podcasts/vodcasts speak to groups write a column for print pubs blog “new mover” welcome packs co-promotion contests break a record parade float referral program !
  38. 38. ! Fleet graphics for Boy Scout Council © MB Piland Advertising + Marketing. All rights reserved.
  39. 39. ! CiCi’s Pizza – Dancing Display photo from Topeka Capital-Journal
  40. 40. ! Silver Lake Bank Grand Opening © MB Piland Advertising + Marketing. All rights reserved.
  41. 41. ! Girl Scouts PR Stars © MB Piland Advertising + Marketing. All rights reserved.
  42. 42. ! Girl Scouts Honorary 
 Legislative Troop
  43. 43. ! MB Piland Chinese New Year© MB Piland Advertising + Marketing. All rights reserved.
  44. 44. ! MB Piland Halloween © MB Piland Advertising + Marketing. All rights reserved.
  45. 45. golfing ! Academy Awards party ! Gecko at sports events: 6’ tall ! Gecko book forthcoming
  46. 46. ! The Container Store wears its heart 
 on its sleeve! © MB Piland Advertising + Marketing. All rights reserved.
  47. 47. WEB+
 SOCIAL © MB Piland Advertising + Marketing. All rights reserved.
  48. 48. © MB Piland Advertising + Marketing. All rights reserved.
  49. 49. Don’t just talk—listen, too ! It’s not all about you—it’s a relationship: 
 conversation and building community ! WEB+
 SOCIAL © MB Piland Advertising + Marketing. All rights reserved.
  50. 50. Groupon, Deal Garden etc. can be good, or deadly! ! • Use sparingly and strategically (generate trial, move dated inventory) • Know your real cost • Don’t let them become a crutch BEWARE © MB Piland Advertising + Marketing. All rights reserved.
  51. 51. Tactic/Item Budget option A Budget option B Budget Phase 2 Who Action When Notes 1. Strengthen Positioning & Communications Wikipedia Update language Develop coursebook Streamline alumni communications More publicity about alumni Pubs for posterity 2. Update/Enhance Website Search engine optimization Reorganize site/information architecture 3. Targeted Advertising Statewide public radio “House ads” in publication “House ads” on website Paid search Paid ads •Hawver •Business Pubs Online ads/news outlets Creative development: ads Sponsorships 2012 2012 2013 DOC + intern 3/1/12 This could be managed by intern with supervision. DOC + intern Begin now with next piece, and update rolling forward Ongoing Use input from communications audit and messaging matrix DOC + SS + PMs 4/1/12 Budget for development, distribution and printing TBD. DOC + PMs DOC to set up system to involve Program Managers and coordinate. 1/31/12 DOC Ongoing DOC MB to send current issue to State Library. DOC to continue working on L of C Ongoing Complete with State Library. as of 1/17/12. DOC to send future issues as they’re developed. MB Piland Follows site reorgFollows site reorgFollows site reorg MB Piland DOC to work with MB, Thomas and other staff. ASAP Needs to be high priority. MB Piland 4/1/12 Non-negotiated cost: statewide DOC DOC MB Piland 4/1/12 Or after website is updated. Well targeted, but costly. But is this the right target? Let’s discuss. MB Piland 4/1/12 Only after website is updated. MB Piland Creative: 3 animated ads DOC Begin now. 5/1/12 Modest, but could work for select events. Marketing Blueprint—budget, time and action As of 1/20/2012 FAT FREE ADVERTISING TM © MB Piland Advertising + Marketing. All rights reserved.
  52. 52. Client – Marketing Timeline 2007Client – Marketing Timeline 2007Client – Marketing Timeline 2007 Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Brand enhancement Web site Brochure E-mail Template PR TO BE DETERMINED - LET'S DISCUSSTO BE DETERMINED - LET'S DISCUSSTO BE DETERMINED - LET'S DISCUSSTO BE DETERMINED - LET'S DISCUSS In-person calls, networking Topeka Chamber Manhattan Chamber Service Experience Tactics Marketing Timeline 2008Marketing Timeline 2008 Web site - update/refresh Direct Mail E-mail Template PR TO BE DETERMINED - LET'S DISCUSSTO BE DETERMINED - LET'S DISCUSSTO BE DETERMINED - LET'S DISCUSSTO BE DETERMINED - LET'S DISCUSS In-person calls, networking Topeka Chamber Manhattan Chamber Service Experience Tactics DevelopmentDevelopment DIstributionDIstribution Attendance/CallsAttendance/Calls © MB Piland Advertising + Marketing. All rights reserved.
  53. 53. ! • Nurture and build your brand. ! • Be very targeted. ! • Identify and use non-traditional tactics to stretch your bu ! ! JUST
 DO IT be strategic cultivate employees be targeted build the brand © MB Piland Advertising + Marketing. All rights reserved.
  54. 54. QUESTIONS
 THOUGHTS? @MarthaPiland martha@mbpiland.com … hmmmmm
  55. 55. THANK YOU @MarthaPiland martha@mbpiland.com © MB Piland Advertising + Marketing. All rights reserved.

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