Eric Morgenstern - Square Up: Telling Your Story

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Eric Morgenstern - Square Up: Telling Your Story

  1. 1. Annual Conference, April 23-24, 2014 Square Up: Telling Your StorySquare Up: Telling Your Story Eric Morgenstern Morningstar Communications @emorgenstern
  2. 2. Think Excellence, Not Difference: Eric M. Morgenstern, APR, Fellow PRSA April 23, 2014 Sustainable Positioning For Long-Term Success
  3. 3. Four Elements of Building a Successful Brand Orchestrate Messages Disseminate your messages Tell your story in a compelling way Own a position of excellence
  4. 4. Traditional Marketing Asks... What’s your niche? What are your points of difference? (POD) What is your unique selling proposition (USP?)
  5. 5. How are you truly different from your competitors? Different isn’t better. Different is just different.
  6. 6. Definition of Brand Your brand lives here The overall perception of your organization in the minds of your target audience
  7. 7. “Brand” is more than look and feel We look at eggshells... but what we really care about is the egg.
  8. 8. The Traditional Standard “Honey, let’s get Italian tonight...”
  9. 9. How was the service?
  10. 10. The “Excellence” Standard What is the definition of excellence?
  11. 11. The “Excellence” Standard Being of the very best quality; exceptionally good -Funk & Wagnall’s Dictionary Surpassing others in some good quality or the sum of great qualities; of great worth -Webster’s Dictionary Very good of its kind; eminently good -Merriam-Webster
  12. 12. Excellence is Not What You Say... ...it’s what your key audiences say about you and your organization.
  13. 13. Making Excellence Work for You • Clarify their definitions of excellence • Just ask them! How do your constituents define excellence?
  14. 14. The Three “Magic” Questions* • What are we doing that you like? • What are we doing that you don’t like? • What do you wish we were doing that we’re not? * Barnett Helzberg, Jr.
  15. 15. Excellence... One at a Time • Each individual knows his own definition • Each customer knows her own definition • Focus on each person’s “Trigger Point”
  16. 16. Excellence... One at a Time A thousand starfish...
  17. 17. Here’s How You Answered the Three “Magic” Questions • U.S.SourceLink reached out to 22 of its affiliates and customers • 21 affiliates and customers responded and were surveyed via phone
  18. 18. What are We Doing that You Like? • Easy to work with and incredibly responsive team • Provides expertise, best practices and knowledge • Offers national networking and connections • Comprehensive and simple to navigate technical platforms
  19. 19. What are We Doing that You Don’t Like? • From the provider’s point-of-view, many folks don’t understand U.S.SourceLink’s value • Additional training tools • Small staff limits what U.S.SourceLink can do
  20. 20. What Do You Wish We Were Doing that We’re Not? • Holding more big picture meetings and providing general insight • Forming special interest groups for idea sharing • Highlighting best practices and case studies • Sharing between affiliate network
  21. 21. Four Elements of Building a Successful Brand Orchestrate Messages Disseminate your messages Tell your story in a compelling way Own a position of excellence
  22. 22. Communication is about Catching the Ball Photo credit: Harvard University Gazette
  23. 23. Tell the same story differently, based on the recipient Employees Customers Community Investors
  24. 24. Simple, every day language Mark Twain If I had more time I would have written a shorter letter.
  25. 25. K
  26. 26. Four Elements of Building a Successful Brand Orchestrate Messages Disseminate your messages Tell your story in a compelling way Own a position of excellence
  27. 27. Four-Channel Media Model Earned Media PR News Publicity Bylines Paid Media Ads Sponsorships Advertorials Trade Shows Controlled Media Collateral Website Events Blog Shared Media Social LinkedIn Facebook YouTube Strategic Messaging PlatformStrategic Messaging Platform Target AudiencesTarget Audiences (The people who matter most)(The people who matter most) © 2014 Morningstar Communications
  28. 28. Four Elements of Building a Successful Brand Orchestrate Messages Disseminate your messages Tell your story in a compelling way Own a position of excellence
  29. 29. Message Orchestration All touchpoints harmonize to deliver a consistent message Paid media Earned media Shared media Controlled media
  30. 30. Moving Forward
  31. 31. Thank You! © Morningstar Communications 2014 Eric M. Morgenstern, APR, Fellow PRSA President & CEO Morningstar Communications 12701 Metcalf, Suite 104 Overland Park, KS 66213 913-660-9621 emorgenstern@morningstarcomm.com www.morningstarcomm.com

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