Learn more about how to effectively use marketing and public relations techniques to further develop your brand

1. Marketing
& PR 101

2. Public Relations seeks to build and
maintain a positive reputation for a
business, person, or organization
- Me
Marketing is the conversation you have
with your customers that tells the story
of how your offering will make a
meaningful difference in their lives
- Dr. Jeff Stamp

3. Buy Ads
Increase Gain
Profits Distribution
Sell More
Stuff
The Old Marketing Method is broken

4. Buy Ads
Increase Gain
Profits Distribution
Sell More
Stuff
The Old Marketing Method is broken

6. People see and hear between 1,000 and 3,000
advertising messages every day…
87,600,000 throughout their lives…

7. 76% of consumers don’t believe that
companies tell the truth in advertisements
90% of consumers trust product
recommendations from friends (Nielsen)
67% of consumers identify word of mouth
as the #1 factor in influencing a purchase
(Mckinsey/Thompson Lightstone)

8. Outbound Marketing is
Interruption Marketing

14. Advertisers are dreaming up ways to ‘interrupt’ TV shows with ads
in between commercials, even after the original episode airs

15. Advertisers are dreaming up ways to ‘interrupt’ TV shows with ads
in between commercials, even after the original episode airs

19. (This is actually pretty neat. See the SEAMBI website to learn more)

20. Buy Ads
Increase Gain
Profits Distribution
Sell More
Stuff
The Old Marketing Method is broken

21. Be
Remarkable
Get permission Tell it to those
to tell them more who care
They will
tell others
A NEW Marketing Method is Needed

23. Marketing is everything you do to place your
product or service in the hands of potential customers

24. The 4 P’s of Marketing

25. Product
• What you sell
• How you sell it
Also Includes: Packaging, product delivery methods, etc.

26. Product

27. Price
• Figure out the ‘sweet spot’
between profit and perception
• NEVER compete only on price
Also Includes: Adoption Costs –
What does the customer ‘give up’ to go with your business?

28. Price

29. Place
• Where you make transactions
• Online, store, restaurant, house…
Also Includes: The presentation & customer service

30. Place
• Keep it clean
• Be friendly
• Make it efficient
• EXCEED expectations

31. Promotion
• Puts you at the forefront of peoples minds
• Either stimulates a purpose or ensures people
know where to find you when they want to
make a purchase
• Confirms that a customer’s decision to do
business with you was a good idea
Also Includes: Being easy to find; having online ‘real estate,’

32. Promotion

33. Branding
Marketing + Public Relations

34. Branding
What do we know about the following brands?

35. Branding
What do we know about the following brands?

36. Branding
What do we know about the following brands?

37. Branding
What do we know about the following brands?

38. Branding
What do we know about the following brands?

39. Brand > Logo
Brand > Slogan
Brand > Product

40. Brand =
Reputation
A Brand is collectively what people say, feel, and
think about your product, service, or company

41. “Brands are built
on what people
are saying about
you, not what
you’re saying
about yourself”
- Guy Kowasaki

42. Why Does Branding Matter?
1. We have too many choices and little time
2. Our choices are extremely similar
3. We buy from brands we know and trust

43. Buyers are influenced by image
IMAGE is the public’s perception of the business
as learned through advertising, word of
mouth, interaction with the
product/service, etc.
Image, or reputation, is what often
separates a brand and its competitors

44. vs

45. vs

46. Building a Strong Brand
1. Quality
Your products must be reliable and exceed expectations
2. Differentiation
You need to stand out from the competition
3. Consistency
Consistent excellence breeds brand loyalty
- These need to be present in everything you do -

47. “A brand is more than a
name or a logo – it is a
promise and a contract
with every customer
with whom you are
dealing. And if people
feel that the offering
does not live up to what
they expect from the
brand, they will decide
to stop buying”
– Richard Branson

48. Creating a Brand Promise
What lasting benefit will you
provide your customers?
What principles are you willing
to lose money to uphold?
Committing to core principles allows
you to focus on the quality of the
product first, marketing second

49. Campaigning VS Committing

50. CAMPAIGNING
Changing your core brand message to
fit what you think people want to hear.
Focuses on short term gains
People aren’t sure what to think of you.
[This isn’t a brand]

51. COMMITTING
Building on core principles that don’t change
Marketing for long term company growth
Creates brand loyalty

52. VISUAL IDENTITY

53. VISUAL IDENTITY
Name, logo, packaging, fonts, website, etc.
Presentation cannot be an afterthought
Must be visually appealing,
recognizable, and used consistently

54. VISUAL IDENTITY
“People attribute personality
to products based on their
appearance and how they interact”
– Reeves and Nass

55. Strong Visual Identity builds your brand recognition

56. Be distinctive
and match your
branding
If you can’t tell whose
talking when the logo
is covered, it is not
distinctive enough

57. COMMUNICATING YOUR MESSAGE

58. COMMUNICATING YOUR MESSAGE
The medium is NOT the message.
The message is the message.
If you know how to tell your message
in a compelling, effective way, it doesn’t
matter what the medium is

59. COMMUNICATING YOUR MESSAGE
Know Your Business
Who are you?
What do you do?
Why does it matter?

60. COMMUNICATING YOUR MESSAGE
“Our ___________ is the only
__________ that ___________.”
If you don’t have compelling information to fill
in the blanks, you need to focus your message

61. COMMUNICATING YOUR MESSAGE
Clearly define your brand or someone
else will do it for you
[like your competition]

62. COMMUNICATING YOUR MESSAGE
Know Your Customer
Who are they?
What do they care about?
Why do they use your stuff?

63. Your customer
is NOT
“everybody”
COMMUNICATING YOUR MESSAGE

64. Find Your Niche

65. Find Your Niche
The old method tells as many The new method turns the funnel
people as possible, hoping the upside down, targeting a specific
message funnels down their target niche audience with their offering
customer and letting them use it like a
megaphone to tell others.

66. MESSAGES THAT SELL

67. Tell a Story

68. 1900’s 1925 1950’s 2000’s
‘What it is’ ‘What it ‘What you ‘Who you
does’ feel’ are’

69. MESSAGES THAT SELL
75 ¢
$6.50

70. What Story Do These Tell?

71. What Story Do These Tell?

72. What Story Do These Tell?

73. CONSISTENCY

74. CONSISTENCY
1. You’re message needs to be consistent
with your substance
2. The message needs to be consistent in
content, tone, look, etc. for it to become
memorable

75. CONSISTENCY
Your brand must be consistent no matter
how or where it is being presented
You must present the same experience
every single time for it to build your brand

76. “The reason the Beatles were successful was
because they never did the same thing once”