Build a Brand That Works As Hard As You Do
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The document introduces Jennifer Walker, owner of Walker Creative Design, which provides graphic design and social media training services. She has over 20 years of experience in graphic design, advertising, and marketing. Some of her past roles include being a graphic designer for Weather Central and the UW-Madison Athletic Department. Her passions include art, books, outdoor activities, and spending time at her cabin.
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Build a Brand That Works As Hard As You Do
- 2. M e e t J e n n if e r W a lk e r f r o m W a lk e r C r e a t iv e D e s ig n 20+ years in Graphic Design and Advertising • Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present • Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally • UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer • Milwaukee Art Institute Madison Area Technical College - Commercial Art • Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my hands.
- 3. M e e t J e n n if e r W a lk e r f r o m W a lk e r C r e a t iv e D e s ig n 20+ years in Graphic Design and Advertising • Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present • Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally • UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer • Milwaukee Art Institute Madison Area Technical College - Commercial Art • Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my hands.
- 4. M e e t J e n n if e r W a lk e r f r o m W a lk e r C r e a t iv e D e s ig n 20+ years in Graphic Design and Advertising • Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present • Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally • UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer • Milwaukee Art Institute Madison Area Technical College - Commercial Art • Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my hands.
- 8. Step #1 Strategize A Brand that Works Using Inbound Marketing
- 10. Brand Strategy
- 11. Brand Strategy
- 12. Branding – The Accounting View… Your accountant will teach you that Branding, Sales & Outbound Marketing is an:
- 13. Branding – The Accounting View… Your accountant will teach you that Branding, Sales & Outbound Marketing is an: Expense
- 16. Branding – The Entrepreneur View… Branding, Sales & Inbound Marketing is an: Investment For every $ out, more $$$ should come in ... Why is that true for some businesses and not others?
- 18. Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned marketing. We need to stop interrupting what people are interested in & be what people are interested in.
- 19. Unique Selling Proposition … What is your USP? What makes you unique and interesting?
- 20. A Successful USP Should Be … • Truly unique … • Exciting to your target market ... • Something that will get people talking ... • Something that can’t be easily copied, or if it can be, it will be an obvious rip-off on the part of the offending business ...
- 21. Inbound Marketing is about creating a … Difference.
- 22. Creating a Difference Helpful is the new viral.
- 23. Creating a Difference can be done by a Guarantee...
- 24. A Myth About Guarantees … Many people are frightened of guarantees they honestly think customers will rip them off…
- 25. Why Does A Guarantee Work? • Increases confidence and trust... • Gives security ... • Reduces risk ... • It’s a contract ... • Quality creates difference ... • You get to choose the wording …
- 26. Building an Inbound Marketing Campaign ... Who? Make a list of your target Market segments, niches or groups ...
- 27. Having a Single Target Market is one of the Biggest Fallacy’s in Marketing Today … T a r g e t M a r k e t in g is about … C HUNKS
- 28. Building an Inbound Marketing Campaign ... Where? Where will you find them in the highest concentration …?
- 29. Building an Inbound Marketing Campaign ... What? What is your offer going to be, and what do they want to buy …?
- 30. Building an Inbound Marketing Campaign ... Why? Why do they want to buy it…? What are the BENEFITS …?
- 31. Building an Inbound Marketing Campaign ... How? How will you communicate your offer to them …?
- 32. 3 Most Important Parts of any Marketing Campaign ... Target 10/10 Offer 5/10 Copy 1/10
- 33. How to Write for a Brand that Works Using Inbound Marketing
- 34. The best tool • Breaking through the noise • Getting past consumer resistance • “The best tool for smashing through the protective shell is a very pointy one, so be sure you have exactly one point per message.”
- 35. Why buy a drill?
- 36. Headline: The ad for the ad • Earn the viewer’s time • Pique curiousity • Be specific & concise • Turn features into benefits
- 37. Offer • The #1 reason advertising efforts fail is they do not contain an offer • Build dissatisfaction • Call to action • Something they want • Coupons, captions & P.S.
- 38. Copy • Sorry, still make just one main point – 80/20 rule • Eliminate details. Achieve impact. • It’s “YOU” not me, I or we
- 39. Copy DO DON’T • Personal • Laundry list • Conversational • Clever/funny • Simple • Short • Present tense • Specific
- 40. Copy • Guarantees • Testimonials • Case Studies
- 41. TEST & MEASURE
- 42. Fine Tuning • Let it cook overnight • Don’t ask your spouse
- 43. How to Build a Brand that Works Using Inbound Marketing Strategies
- 44. Brand Strategy? Case Study
- 45. 1. Discovery 1. Reveal Consumer Perceptions. Perception is reality. 2. Ask a simple question. What do you think this company does?
- 46. 2. Insights • Business slowed down • Blamming the economy and others was too easy • Needed to do something different • Discover consumer perception Simple Question – What Do You think this Company Does?
- 47. 3. Strategic Scenerios We put it to the test • Segmentation studies • Brand image assessment • Competitive analysis • Web site usability • Ad tracking and ROI metrics • Name testing and validation
- 48. 4. Positioning Small but focused – We believe the process of building or improving your home should be enjoyable – not frustrating or overwhelming. We listen to our customers, understand what they need and create a home to fit their lifestyles.
- 65. Like Walker Creative Design
- 66. By My Friend on Facebook
- 67. Follow Me on Twitter
Editor's Notes
- Brand strategy is the process of identifying your brand’s most compelling unique attributes and combining them into a unique promise. A strong brand stands out from its category. It’s relevant to those who come into contact with it. And it’s believable, because it’s built on credibility and a compelling truth. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: - Delivers the message clearly - Confirms your credibility - Connects your target prospects emotionally - Motivates the buyer - Concretes User Loyalty To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Whether the task at hand is brand creation for a new company, such as a spin-off, or rebranding a company due to a change in business conditions, we employ a process that’s proven and comprehensive. Walker Creative Design calls it the Brandstorming process Our Brandstorming process starts with a companies business strategy,
- Brand strategy is the process of identifying your brand’s most compelling unique attributes and combining them into a unique promise. A strong brand stands out from its category. It’s relevant to those who come into contact with it. And it’s believable, because it’s built on credibility and a compelling truth. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: - Delivers the message clearly - Confirms your credibility - Connects your target prospects emotionally - Motivates the buyer - Concretes User Loyalty To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Whether the task at hand is brand creation for a new company, such as a spin-off, or rebranding a company due to a change in business conditions, we employ a process that’s proven and comprehensive. Walker Creative Design calls it the Brandstorming process Our Brandstorming process starts with a companies business strategy,
- Brand strategy is the process of identifying your brand’s most compelling unique attributes and combining them into a unique promise. A strong brand stands out from its category. It’s relevant to those who come into contact with it. And it’s believable, because it’s built on credibility and a compelling truth. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: - Delivers the message clearly - Confirms your credibility - Connects your target prospects emotionally - Motivates the buyer - Concretes User Loyalty To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Whether the task at hand is brand creation for a new company, such as a spin-off, or rebranding a company due to a change in business conditions, we employ a process that’s proven and comprehensive. Walker Creative Design calls it the Brandstorming process Our Brandstorming process starts with a companies business strategy,
- Why is it an expense? Should it be? In most cases yes! Businesses tend to use a combination of outbound techniques including e-mail blasts, telemarketing, direct mail, TV, radio, print advertising, and tradeshows (or expos) in order to reach their potential buyers. They are an expense because spreading a branding message that uses outbound marketing techniques do cost money and they tend to be poorly conceived and less effective at spreading the word as people get better at blocking out these interruptions.
- Traditional outbound techniques include – TV, radio, print advertising, cold calls, direct mail, email marketing. Using outbound marketing techniques alone are a an expenses with not much return. Why, because their target audience is blocking their brand message from this type of media. How?
- 40% of US households have a DVR. They record they’re favorite shows and fast forward through expensive commercials. 78% of business people use their mobile device to listen to music, watch videos, check their email, get directions, etc… More than half of internet users read blogs at least monthly rather than read the newspaper. 200 million Americans have registered on the Federal Trade Commission’s “Do Not Call” list. Direct Mail goes un-opened and un-noticed 91% of email users have unsubscribed from a company email they previously opted-in to.
- Todd Why is it an expense? Should it be? In most cases yes! Why, because marketing campaigns do cost money because they were poorly conceived Do you know that 8 out of 10 ads do not work. In the book, the author states that he has seen an 2 ads for the same product where one ad sold 19 ½ time more than the other ad..
- A closer look inside the exact type of increased inbound marketing investments shows websites, email marketing, and search marketing as the greatest recipients of increased marketing investment. At first glance, one might see these as separate areas of investment, but really two of them feed the other. In isolation, it would be strange to perhaps see such a surge in website investment. Many traditional B2B execs might be skeptical, fearing another dot-com movement. However, the times have greatly changed. At the time of the dot-com bust, websites themselves were the focus. Most people, especially B2B marketers, didn’t understand the value of impact of search marketing, nor was search marketing as sophisticated and impactful as it is now. The same with email marketing. It really didn’t exist then like it does today. Both search marketing and email marketing combined feed website investments. Both are designed to drive traffic to websites. And if the place where searchers and email recipients land isn’t compelling and differentiating with a strong brand, the investments in email and search marketing are a waste. The trends make sense. How does the allocation of your marketing budget stack up against the trends?
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- If your business doesn ’ t have a point of difference, why would customers choose to do business with you rather than your competition? It would probably be just the price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- This gets you away from competing on price.
- Most people, especially advertising types, seem to think that the power of any campaign lies in its wording, otherwise known as the copy. This is not the case. The target market is the most important. For instance, if you were marketing surf boards and had this great message, all very creative, and an unbelievable price, but you placed it in a magazine for old aged pensioners, you wouldn ’ t get a great response.
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- Todd
- Get the group to share what they have written. There is nothing quite like ‘ market research ’ for group members to get huge BFOs.
- Brand strategy is the process of identifying your brand’s most compelling unique attributes and combining them into a unique promise. A strong brand stands out from its category. It’s relevant to those who come into contact with it. And it’s believable, because it’s built on credibility and a compelling truth. Whether the task at hand is brand creation for a new company, such as a spin-off, or rebranding a company due to a change in business conditions, we employ a process that’s proven and comprehensive.
- Case Study – Home Comfort Company. Discovered there was a problem. Business slowed down. We could blame it on the economy. But Home Comfort Company felt that blaming others was too easy and they wanted to do something about it and be more pro-active. They decided to discover what the perception of their Company was with people that were they’re target audience. We asked young families that were buying ready to buy their second home what they’re perception of this company was. We did this by asking a simple question. What do you think this company does? This is because this company was relying on their site signs, business cards, and brochures to do all the heavy lifting for them.
- Case Study – Home Comfort Company. Discovered there was a problem. Business slowed down. We could blame it on the economy. But Home Comfort Company felt that blaming others was too easy and they wanted to do something about it and be more pro-active. They decided to discover what the perception of their Company was with people that were they’re target audience. We asked young families that were buying ready to buy their second home what they’re perception of this company was. We did this by asking a simple question. What do you think this company does? This is because this company was relying on their site signs, business cards, and brochures to do all the heavy lifting for them.
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- We believe the process of building or improving your home should be enjoyable - not frustrating or overwhelming. We listen to our customers, understand what they need and create a home to fit their lifestyles.
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- There website design with an inbound marketing campaign.
- There website design with an inbound marketing campaign.
- There website design with an inbound marketing campaign.
- There website design with an inbound marketing campaign.
- There website design with an inbound marketing campaign.
- There website design with an inbound marketing campaign.
- There website design with an inbound marketing campaign.
- There website design with an inbound marketing campaign.
- There website design with an inbound marketing campaign.
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation
- Segmentation studies - Brand Image Assessment Competitive analysis Web site usability Ad Tracking and ROI metrics Name Testing and validation