2019 FFEA - Build a Brand Worth Billions

1. Build a Brand Worth Billions
Cassie Dispenza
Sr. Director of Marketing & Partnerships
Saffire

2. Travel Adam Layla

10. INTEGRATED TICKETING

11. PRINT-AT-HOME TICKETS
• Include sponsor logos
• Include advertising
• Customers print tickets or add
to wallet for quick access

13. REAL-TIME REPORTING

17. First-This is our Smiirl.
facebook.com/teamsaffire

18. WHAT IS A BRAND?

21. “The first thing that comes to mind when you think about a
company is their logo. Well designed corporate identity makes
your business memorable, it’s Your DNA, the first impression.”
-Pedro Almeida

22. “THINKING ABOUT A BRAND” MEANS
MORE THAN RECALLING A LOGO

23. BRAND
Identity
Voice
Positioning
Image
Equity
Extension

24. IDENTITY
The way people recognize your brand.

26. ELEMENTS
• Logo
• Company Name
• Color Scheme
• Fonts
• Tagline

27. ALLOWS FOR EXPERIENTIAL MARKETING

29. Saffire Summit

30. CREATE & USE A STYLE GUIDE

32. KEYS TO SUCCESS
• Repetition- Even when you are tired of your brand, many people have
never seen it, or only seen it once.
• Consistency- Nobody will ever remember or recognize your brand
unless you keep it the same every time someone is exposed to it.

33. CHANGE YOUR IDENTITY
DON’T BE AFRAID TO
EVOLVING IS KEY TO SURVIVAL.

34. JUST STAY TRUE TO YOU

35. 2008
2009
2014

37. VOICE
The consistent expression of a brand through emotional quality & words.

38. IDENTIFY YOUR BRAND IN WORDS
• Think of your brand as a person. What would
your brand say?
• If your logo wasn’t with your content, could
your audience identify the content as coming
from your brand?
• Wordclouds can help! – www.wordclouds.com

40. COMPARE TO YOUR CORE VALUES

41. SAFFIRE CORE VALUES
1. Smart and creative innovators (Upcoming, Success, Digital, Launches, New, Future)
2. Make nerdy fun (Launches, Summit, Educational, Presentations, Fun, Exciting)
3. Dedicated team players (Together, Tips, Join, Team, Us)
4. We treat clients like family (Love, Shout Out, Clients, Friends, Family)

42. Voice is key to brand growth–When your brand
personality and voice are a reflection of what your
company believes in, it’s more likely to resonate with the
customers you’re looking to attract.

43. Video Creation Voice Advice-Google

44. POSITIONING
Projecting the differentiation of your brand to your target audience.

45. ONE STEP BACK-TARGET AUDIENCE
• Who will you position yourself to?
• Current Customer Base-What do people have in common that currently buy
from you? What are their common interests?
• Competition-Who do your competitors target?
• Demographics– Choose specific ages, locations, incomes, etc.
• If you don’t know, ask Facebook!

46. POSITIONING STATEMENT
Target Audience: What is a summary description of target customers your
brand is attempting to attract?
Market Definition: What business category is your brand competing in &
what makes it different relative to the competition?
[NAME OF BUSINESS] is [DIFFERENTIATED PRODUCT OR SERVICE MAKRET]
for [TARGET MARKET]

47. Target is style for a budget shopper.
For upscale American families, Volvo is the
automobile that offers maximum safety.
Home Depot is the hardware department
store for do-it-yourselfers.

48. Saffire delivers fully integrated website & ticketing
solutions for savvy events, venues & destinations.

49. WRITE YOUR OWN!

50. IMAGE
Thoughts about your brand externally & internally.

51. THE PHYSICAL

52. OPEN HAPPINESS

54. AN OASIS IN WEST TEXAS, OFF THE BEATEN PATH

57. LOVE YOUR HELPDESK

59. THE INTANGIBLE

60. DO YOU UBER OR LYFT?

61. “A brand for a company is like a reputation for a person.
You earn reputation by trying to do hard things well. People
notice that over time. I don’t think there are any shortcuts.”
Jeff Bezos, CEO, Amazon

63. WE CAN DO SOMETHING
• Company Core Values: Family,
Fashion, Philanthropy
• Events like this are common
• Their policy when people ask for
help is that “We can always do
something”

64. “You can’t create an authentic brand later. You have to start
that way–It works. When you give you receive.”
–Kendra Scott

65. WHAT TO POST?
“What we share on our social media will never exceed
the positive press we receive from these events”
-Kendra Scott

66. RESULTS

72. BUT IT’S BIGGER THAN THAT.

76. “WE DID NOTHING surrounding this accept love that we were
loved for helping our community. We’ve tried to put a bigger
emphasis on giving back quietly and start being known for the
things we do-not always expecting a big applause.”
Kat Paye-CEO, National Cherry Festival

77. MILLENNIALS CARE
47% say they buy from one brand over another, because
that brand supports a cause.

80. EQUITY
The value your brand has in the marketplace beyond what your accounting shows.

81. APPLE & BRAND EQUITY
Brand Equity Driver What Apple Does
Brand Element • Logo recognition
• i Products
Marketing Activities • Newsworthy Product Launches
• Experiential Product Marketing
• Build “cool kids” community
• Limit release quantities
Brand Associations • The Apple Store

83. Could also be considered Differentiators
iForgot

84. STARBUCKS
Brand Equity Driver What Apple Does
Brand Element • Mermaid
• Green color
Marketing Activities • Announces perks for “partners”, ie,
employees
• Rewards programs
• Discount for bringing your own cup
Brand Associations • Quality Assurance
• Convenience on every corner

85. $1.99 $2.95

86. $3.19 $4.99

87. Within 15 years, Starbucks has created more brand equity
than the 108 year old Maxwell House.
-Forbes

88. VALUE OF EQUITY
• Don’t have to be the cheapest to be
successful, or even THE MOST successful-
REALLY think about this as a fair
• Don’t have to be the biggest company
to be a market leader
• Price can be correlated to perceived
value

89. EXTENSION
Going beyond brand origins to explore new fields, where existing operations
compliment new initiatives.

90. 1998
Where were YOU in 1998?

91. “For World Wide Web users who enjoy books, Amazon.com
is a retail bookseller that provides instant access to over
1.1 million books. Unlike traditional book retailers,
Amazon.com provides a combination of extraordinary
convenience, low prices, and comprehensive selection.”
ORIGINAL POSITIONING STATEMENT

92. THAT WAS IT?
WHAT IF…

93. 2001
FIRST PROFIT

94. SAFFIRE, SAFFIRETIX & BLASTPASS
Websites for Fairs, Festivals & Rodeos Savvy events, venues & destinations want
their websites to earn more revenue &
streamline services, therefore, we are fully
integrated website & ticketing solutions for
savvy events, venues & destinations.Software for Events, Venues & Destinations

95. NEEDED FOR EXTENSION
• Must make sense with your existing product offering
• Company must be established enough to grow your business with your
existing customers
• Most successful in terms of profit margin when you can capture a new
target audience

96. #FAIL

97. Customer loyalty & value Reputation Move forward!
Equity Image Extension
+ = ☺
EXTENSION FORMULA

98. LAUNCH A NEW EVENT

100. CORN DOG CLASSIC-5K

101. MORE FREE ONLINE MARKETING TIPS!
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram TeamSaffire
YouTube saffirestudio
The Amplifier www.saffire.com/podcast
Questions?

102. Cassie Dispenza
cassie@saffire.com