OTR marketing roundtable discusses the importance of brands and co-creating narratives around products and services. A brand is defined as the expectations, memories, and relationships consumers associate with a product or service. Companies must actively manage their brand across social media as conversations form quickly. Getting customers involved in building a brand they are loyal to can generate momentum. The tips discussed focus on knowing your target consumer, standing for something differentiating, and using digital platforms like location-based searches and check-ins to attract new customers.

1. OTR marketing roundtable

2. OTR is a brand… “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to chooseone product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” – Seth Godin

3. Picture courtesy of Secret Cincinnati

4. And you are brands…

5. But with that said… “Firms may "own" their brands, but brands really live in the heads of their consumers. Companies must constantly nurture and actively manage their brands at the speed customers form opinions about them. And today that's mighty fast. Conversations about an experience may begin on Twitter, but they can be immediately posted to all social media around the world.” - John Sviokla

6. There is upside here… “Getting people together to co-create the narrative for a product and its marketing — in a collaborative way that creates a singular voice for a brand — can generate unstoppable momentum. Customers demand to be involved with your company. They want to participate in building a brand they will become loyal to.”

7. TALK let’s about co-creating your BRAND

8. Tip #1- know your WHO the Consumer is BOSS

9. Tip #2- stand for something Every brand needs to know their points of difference. These are the desired equities that set you apart from competition to win the hearts and minds of consumers. They should be desireable, differentiating, and specific. An Intoxicating Scent Experience? Variety of Scents OR?

10. Tip #3 – Get close with digital

11. "One out of five searches on Google are related to location."

15. Give your Mayor special perks: Offer something cool to whoever is the Mayor of your establishment; this is the person who "checks in" the most frequently. Offer discounts: offer a little discount for Foursquare users who check in and show you their phone. Or give a special offer to the first “x” customers who check-in Attract new customers with “specials nearby”:When a user checks in at a nearby establishment, they're also notified if there are any deals being offered at places close by.

21. THANK YOU e-mail:dave.knox@gmail.com twitter: @daveknox blog: www.HardKnoxLife.com