Brand Management should compliment your sales process. In this presentation, presented by Sean Jackson at PubCon Vegas 2009, a number of factors and considerations are discussed on how organizations can align their brand management and sales functions together to make it easier for customers to purchase.

1. Online Brand Management Strategies – Vegas 2009 Branding through the sales funnelPresented by Sean Jackson, CEO of Ecordia

2. Sean A Jackson CEO of Ecordia 17+ Years in Interactive Technology Development 50+ Web Application Built Vice President DFW SEM Past President Dallas Ad League (AAF-Dallas) Member of DallasRoundTable Speaker & Lecturer

3. What is Brand Management? Brand management is the application of marketing techniques to a specific product, product line, or brand. -Wikipedia.com

4. Brand Management & Sales Advocating, protecting & defending brands creates strong brands Strong brands = efficient sales & costs Strong brands make it easy for customers to move through every stage of the Sales Funnel.

5. The Sales Funnel CategoryAwareness BrandAwareness BrandConsideration BrandPreference PurchaseIntent CustomerRetention Purchase Advocates Branding Affects Every Stage

6. 3 Elements of Online Brand Mgmt Monitor Engage Advocate

7. Criteria for Engaging Is it important to my current effort? To move them to the next stage Can I/we engage? Do we have resources to provide Can I/we sustain? Can we keep it going for frequency and reach

8. Monitor

9. Many ways to monitor…

11. Executive Names

12. User Accounts/Alias

13. Market Terms

14. Competition

16. bad

17. excellent

18. lousy

19. love

20. terrible

21. happy

22. hate

23. suck

24. unreliable

25. dependable

26. easy

27. hard

28. simple

29. Difficult

31. “want”

32. “help”

33. “where”

34. “why”

36. Engage

38. When will we respond?

39. Who will respond?

41. Advocate

42. Get Your Message Out Brand Messaging For Sales The goal of every message is to move them to the next stage of the buying process Acknowledge their point “AND”…move viewers to the next stage Be honest Pre-made content works… Lists Reviews Breaking News Research How-to/Guides Limited/Exclusive Offers Industry Opinions Product Info …if you align it to the right stage

43. Examples of Messaging

44. Your Road Map Set your monitoring toward every stage Identify roles, responsibly and responses for every stage of the Sales Funnel Create content that moves users from one stage to the other

45. Caution…beware of bots! Lots of automation tools for responding Be 100% certain of your monitoring (sentiment monitoring crucial) Response & content MUST align to Sales Stage of the receiver

46. A “tricky” online branding idea… Reverse the Sales Funnel against your competition! Set your monitoring for the competition brand Focus on Brand Awareness & Brand Consideration issues (competition vs. others) Why? Because the viewer already understand the category and will be looking for alternatives! Respond with reviews, industry opinions, exclusive offers, comparative research, etc. Content how you are better/different than the competition. Your goal is to move them to YOUR Brand Preference.