ParexUSA, an innovator and manufacturer of Exterior Insulation Finish Systems and Stucco Solutions, issued an RFP to “Develop an intelligent, high-level and expansive long-term brand strategy as an extension of its Envision philosophy.” This is the winning presentation made to ParexUSA's management team recommending a new brand strategy and positioning: “ParexUSA, Build Better With Science.” Now ParexUSA can build a better brand.
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
This document outlines the agenda for a marketing breakfast event focused on branding. It includes:
- An agenda that divides the event into two parts focused on real marketing and branding. Each part includes a main talk, reinforcement, and final remarks.
- Details about how Procter & Gamble conducted research to discover consumer needs and develop Pringles in response, highlighting the importance of understanding consumer needs.
- Discussion of how branding is an extension of marketing and involves discovering your target market through questions, listening, and understanding what they want rather than trying to create demand.
- Checklists provided to help participants discover their target market and audit their brand based on principles discussed.
The document discusses concepts related to effective target marketing, including identifying market segments and their needs, dividing markets into segments based on geography, demographics, psychographics, and behavior. It provides examples of demographic segmentation using age, gender, and income, as well as assessing consumer behavior through brand loyalty and buyer readiness. The key steps for effective segmentation are identifying needs, determining variables, and ensuring segments are measurable, substantial, accessible, and differentiable.
The document provides guidance on conducting a deep-dive business review of a brand by analyzing six key areas: 1) the overall category performance and trends, 2) the target consumer segments and buying behaviors, 3) the various distribution channels and major customers, 4) the closest competitors' strategies and perceptions, 5) the performance and health of the brand itself, and 6) summarizing the findings to identify drivers of and inhibitors to growth as well as opportunities and risks. It outlines processes for reviewing each area, such as mapping out the consumer buying system and brand funnel, creating customer scorecards, and dissecting competitors. The deep-dive review aims to provide insights to inform the brand planning process.
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
Get Book Smart - Building Distinctive Brand Assetsemmersons1
The latest book from the Ehrenberg-Bass institute is a fascinating foundation on distinctive brand assets - if you want to understand the science behind why distinctive assets matter, how to build them and crucially how to manage them, read on.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
The document provides an overview of a marketing workshop for nonprofits. It introduces the instructor, Missy Blankenship, who has 25+ years of experience in business development, marketing, PR, and sales. The workshop agenda covers defining marketing, sharing marketing successes, rules for sales and marketing, discovering niche markets, the marketing planning process, common mistakes, branding myths, and exercises.
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
This document outlines the agenda for a marketing breakfast event focused on branding. It includes:
- An agenda that divides the event into two parts focused on real marketing and branding. Each part includes a main talk, reinforcement, and final remarks.
- Details about how Procter & Gamble conducted research to discover consumer needs and develop Pringles in response, highlighting the importance of understanding consumer needs.
- Discussion of how branding is an extension of marketing and involves discovering your target market through questions, listening, and understanding what they want rather than trying to create demand.
- Checklists provided to help participants discover their target market and audit their brand based on principles discussed.
The document discusses concepts related to effective target marketing, including identifying market segments and their needs, dividing markets into segments based on geography, demographics, psychographics, and behavior. It provides examples of demographic segmentation using age, gender, and income, as well as assessing consumer behavior through brand loyalty and buyer readiness. The key steps for effective segmentation are identifying needs, determining variables, and ensuring segments are measurable, substantial, accessible, and differentiable.
The document provides guidance on conducting a deep-dive business review of a brand by analyzing six key areas: 1) the overall category performance and trends, 2) the target consumer segments and buying behaviors, 3) the various distribution channels and major customers, 4) the closest competitors' strategies and perceptions, 5) the performance and health of the brand itself, and 6) summarizing the findings to identify drivers of and inhibitors to growth as well as opportunities and risks. It outlines processes for reviewing each area, such as mapping out the consumer buying system and brand funnel, creating customer scorecards, and dissecting competitors. The deep-dive review aims to provide insights to inform the brand planning process.
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
Get Book Smart - Building Distinctive Brand Assetsemmersons1
The latest book from the Ehrenberg-Bass institute is a fascinating foundation on distinctive brand assets - if you want to understand the science behind why distinctive assets matter, how to build them and crucially how to manage them, read on.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
The document provides an overview of a marketing workshop for nonprofits. It introduces the instructor, Missy Blankenship, who has 25+ years of experience in business development, marketing, PR, and sales. The workshop agenda covers defining marketing, sharing marketing successes, rules for sales and marketing, discovering niche markets, the marketing planning process, common mistakes, branding myths, and exercises.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Gray's Cookies is a family-owned brand known for its healthy, low-calorie cookies. While it has found success among health-conscious "proactive preventers", its awareness and sales among mainstream consumers remains low. This document outlines Gray's key issues, including the need to transition from a product-led to idea-led brand in order to connect more deeply with consumers and dominate the growing "good for you" cookie segment. It analyzes drivers like Gray's tasty products and brand health among early adopters, as well as inhibitors like weak advertising holding back awareness growth. The main challenge is how to increase Gray's appeal beyond its niche and lead its category.
How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
The document discusses how brands can move along a "Brand Love Curve" from indifferent to beloved status. It argues that becoming a beloved brand generates power for the brand over competitors, customers, suppliers, and media. Beloved brands enjoy loyal fans, premium pricing power, influence over distribution channels, and free positive media coverage. The key to becoming beloved is connecting with customers through a compelling brand idea, promise, experience, innovation, and storytelling. Apple is presented as an example of a brand that mastered these connections to become the most valuable brand in the world.
This document provides guidance on developing an effective brand positioning statement. It discusses defining the target customer and their needs and wants. It also covers identifying the competitive landscape and where the brand can win based on what it does best relative to competitors. The document provides worksheets and frameworks to brainstorm functional and emotional benefits and cluster them around themes. It then advises filtering these benefits down to the most motivating and ownable ones to serve as the core message. Supporting claims and features are also discussed. The goal is to develop a concise brand positioning statement that clearly communicates who the brand serves, what key benefit it provides, and why customers should believe in it.
Towards A Content Strategy That Sells Persuasion Labsjoanna_wiebe
Content is king... but content strategies tend to do a little work - and stop just before they get to the good stuff: increasing conversion. This PPT asks us to move to the next level in content strategy - a level that solves for shareholders.
The Way Forward: What's next for content strategyKaren McGrane
Businesses that struggle to maintain their core website are now facing a dizzying array of new challenges. The hungry mouth of social media demands constant feeding. New mobile devices proliferate, and users expect apps tailored for each platform. Creaky and cumbersome content management technology struggles to keep up with the pace of publishing. And internal organisational structures, hiring practices, budgeting processes, and incentive systems don’t fit the realities of modern web teams.
In this talk, Karen outlines some of the biggest challenges organisations face in dealing with their content—today, and over the next five years. She explains what matters most for our field, and what we can do as practitioners to fix the content problem.
What's your story? Designing a holistic customer experienceJoyce Hostyn
An experience always exists and always generates an impression, but seldom by design. Silo'd approaches result in fragmented experiences and dissatisfied customers. No wonder only 8% of customers report their experience with a given company was superior.
How can we craft a cross-silo content strategy designed to deliver a superior, holistic, customer experience across all customer touchpoints and all stages of the customer lifecycle?
Developing a Communications Strategy for Your NonprofitBig Duck
Between never-ending ‘to-do’ lists and new communications channels popping up everyday, it can be hard to find the time to stop and look at the bigger picture. Take a few hours out of the trenches and into a conversation about your goals, audiences, and actions to support your nonprofit’s mission. In a workshop at the Foundation Center in DC, Big Duck’s Vice President, Farra Trompeter, outlined what’s in a communications strategy and a guide for how to create and implement one for your organization.
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?
While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
Marketing Fundamental - Rio Raditya .pdfRio Raditya
Recently I was invited as the instructor for Mastering Marketing Program at Qubisa. I share the basic theory, the fundamental of marketing to the audiences.
Steps to build modern b2b marketing personasJaslynn joan
1. To build effective modern B2B marketing personas, marketers should use persona maps to formalize existing knowledge from sales, marketing, and product teams about customers.
2. Personas should be based on real market research like interviews with customers, not just assumptions, to avoid being at the mercy of vocal voices within the company and to understand why deals are won or lost.
3. Personas should be humanized by conducting interviews with customers and using their quotes and recordings to make personas and insights more realistic for colleagues.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
sukses di tangan kamu sendiri, pernah berpikir ?? sukses adalah keputusan pribadi, dalam hal apa yang kamu ingin sukses. tentukan bidang itu. maka kamu akan berhasil dalam konsisten #marikitabelajar #marikitasukses
The document discusses bridging the divide between sales and marketing departments in companies. It identifies that often marketing takes on more of a lead generation role while sales focuses only on closing deals, leaving salespeople unfulfilled and some jumping to marketing. The document proposes four models of collaboration between sales and marketing, with the most effective being an integrated customer engagement department combining specialists in sales, marketing, and technology.
This document provides guidance on trade marketing strategies and best practices. It covers topics such as product positioning, unique selling propositions, pricing, supply chain logistics, buyer personas, branding, messaging, generating product awareness through trade shows and other methods, selling products to retailers, and increasing product sales in retail stores. The guide is intended to help trade marketing professionals successfully market products to distributors and retailers.
This document outlines the agenda for a workshop on shopper marketing. The workshop will cover: 1) Defining shopper marketing and how it has evolved from a focus on advertising to understanding shoppers, 2) Examining the retailer perspective, 3) Distinguishing shoppers from consumers, 4) Shopper ergonomics and behavior, 5) Best practices in shopper marketing, and 6) Shopper research. Shopper marketing aims to influence purchasing decisions made at the point of sale by understanding shoppers and using marketing strategies accordingly.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Gray's Cookies is a family-owned brand known for its healthy, low-calorie cookies. While it has found success among health-conscious "proactive preventers", its awareness and sales among mainstream consumers remains low. This document outlines Gray's key issues, including the need to transition from a product-led to idea-led brand in order to connect more deeply with consumers and dominate the growing "good for you" cookie segment. It analyzes drivers like Gray's tasty products and brand health among early adopters, as well as inhibitors like weak advertising holding back awareness growth. The main challenge is how to increase Gray's appeal beyond its niche and lead its category.
How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
The document discusses how brands can move along a "Brand Love Curve" from indifferent to beloved status. It argues that becoming a beloved brand generates power for the brand over competitors, customers, suppliers, and media. Beloved brands enjoy loyal fans, premium pricing power, influence over distribution channels, and free positive media coverage. The key to becoming beloved is connecting with customers through a compelling brand idea, promise, experience, innovation, and storytelling. Apple is presented as an example of a brand that mastered these connections to become the most valuable brand in the world.
This document provides guidance on developing an effective brand positioning statement. It discusses defining the target customer and their needs and wants. It also covers identifying the competitive landscape and where the brand can win based on what it does best relative to competitors. The document provides worksheets and frameworks to brainstorm functional and emotional benefits and cluster them around themes. It then advises filtering these benefits down to the most motivating and ownable ones to serve as the core message. Supporting claims and features are also discussed. The goal is to develop a concise brand positioning statement that clearly communicates who the brand serves, what key benefit it provides, and why customers should believe in it.
Towards A Content Strategy That Sells Persuasion Labsjoanna_wiebe
Content is king... but content strategies tend to do a little work - and stop just before they get to the good stuff: increasing conversion. This PPT asks us to move to the next level in content strategy - a level that solves for shareholders.
The Way Forward: What's next for content strategyKaren McGrane
Businesses that struggle to maintain their core website are now facing a dizzying array of new challenges. The hungry mouth of social media demands constant feeding. New mobile devices proliferate, and users expect apps tailored for each platform. Creaky and cumbersome content management technology struggles to keep up with the pace of publishing. And internal organisational structures, hiring practices, budgeting processes, and incentive systems don’t fit the realities of modern web teams.
In this talk, Karen outlines some of the biggest challenges organisations face in dealing with their content—today, and over the next five years. She explains what matters most for our field, and what we can do as practitioners to fix the content problem.
What's your story? Designing a holistic customer experienceJoyce Hostyn
An experience always exists and always generates an impression, but seldom by design. Silo'd approaches result in fragmented experiences and dissatisfied customers. No wonder only 8% of customers report their experience with a given company was superior.
How can we craft a cross-silo content strategy designed to deliver a superior, holistic, customer experience across all customer touchpoints and all stages of the customer lifecycle?
Developing a Communications Strategy for Your NonprofitBig Duck
Between never-ending ‘to-do’ lists and new communications channels popping up everyday, it can be hard to find the time to stop and look at the bigger picture. Take a few hours out of the trenches and into a conversation about your goals, audiences, and actions to support your nonprofit’s mission. In a workshop at the Foundation Center in DC, Big Duck’s Vice President, Farra Trompeter, outlined what’s in a communications strategy and a guide for how to create and implement one for your organization.
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?
While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
Marketing Fundamental - Rio Raditya .pdfRio Raditya
Recently I was invited as the instructor for Mastering Marketing Program at Qubisa. I share the basic theory, the fundamental of marketing to the audiences.
Steps to build modern b2b marketing personasJaslynn joan
1. To build effective modern B2B marketing personas, marketers should use persona maps to formalize existing knowledge from sales, marketing, and product teams about customers.
2. Personas should be based on real market research like interviews with customers, not just assumptions, to avoid being at the mercy of vocal voices within the company and to understand why deals are won or lost.
3. Personas should be humanized by conducting interviews with customers and using their quotes and recordings to make personas and insights more realistic for colleagues.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
sukses di tangan kamu sendiri, pernah berpikir ?? sukses adalah keputusan pribadi, dalam hal apa yang kamu ingin sukses. tentukan bidang itu. maka kamu akan berhasil dalam konsisten #marikitabelajar #marikitasukses
The document discusses bridging the divide between sales and marketing departments in companies. It identifies that often marketing takes on more of a lead generation role while sales focuses only on closing deals, leaving salespeople unfulfilled and some jumping to marketing. The document proposes four models of collaboration between sales and marketing, with the most effective being an integrated customer engagement department combining specialists in sales, marketing, and technology.
This document provides guidance on trade marketing strategies and best practices. It covers topics such as product positioning, unique selling propositions, pricing, supply chain logistics, buyer personas, branding, messaging, generating product awareness through trade shows and other methods, selling products to retailers, and increasing product sales in retail stores. The guide is intended to help trade marketing professionals successfully market products to distributors and retailers.
This document outlines the agenda for a workshop on shopper marketing. The workshop will cover: 1) Defining shopper marketing and how it has evolved from a focus on advertising to understanding shoppers, 2) Examining the retailer perspective, 3) Distinguishing shoppers from consumers, 4) Shopper ergonomics and behavior, 5) Best practices in shopper marketing, and 6) Shopper research. Shopper marketing aims to influence purchasing decisions made at the point of sale by understanding shoppers and using marketing strategies accordingly.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
A brand is defined in multiple ways including a name, term, design, or symbol that identifies a seller's goods/services. It represents the tangible and intangible attributes of a product or service. Branding is the process of developing and promoting this identity to distinguish products/services from competitors. Positioning involves differentiating a brand in the consumer's mind through a focused message about the brand.
This document discusses the importance of understanding shopper behavior in stores to create value for brands. It notes that 70% of purchase decisions are made in-store, but this environment is often misunderstood. The document outlines three key things brands must know: 1) dynamics of the shopping environment and what influences shoppers, 2) what motivates shoppers, and 3) incorporating the strategic objectives of the brand. Understanding shoppers, not just consumers, is important as competition intensifies. Creating the right in-store experiences and environments can help brands differentiate themselves and create value for both the brand and retailer.
Brands are more important than ever when working in export markets. They are valuable assets - having a strong brand in an export market is a powerful tool to protect and strengthen your intellectual property. However, you are having to manage them from a distance and your precious identity is often in the hands of third parties.
Here are ten top tips to make the most of your international brand, protect and grow your reputation.
More about doing international business - http://bit.ly/1yNE7mF
This document provides an overview of marketing concepts and best practices. It discusses the definition of marketing as identifying unmet needs and developing products and services to meet those needs profitably. It also explains that marketing involves more than just selling - it is about putting customers first. The document outlines the 4 P's and 4 C's marketing mixes and how they are similar but seen from different perspectives. It emphasizes starting marketing plans from the customer's perspective rather than the marketer's. Overall, the key lessons are that marketing should understand and satisfy customer needs through segmentation, targeting, positioning, and an integrated approach considering cost, convenience, communication and customer value.
In developing strong shopper marketing capabilities, organizations must pass through three stages1:
• Incubating: Testing small-scale programs with retailers, mainly tactical in nature.
• Scaling: Larger-scale, more strategic programs, generating higher returns.
• Culturally Embedding: More sophisticated programs that generate significant improvements on ROI.
Companies successfully work their way through Incubating into Scaling, but making the transition into Culturally Embedding presents bigger challenges. This is where shopper marketing sits today, on the verge of full optimization.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
This document provides an overview of marketing management concepts from a textbook. It covers:
1. The main topics in marketing management including identifying opportunities, developing strategies, and implementing marketing programs.
2. Core marketing concepts such as needs, products, value, exchange, markets, and marketers.
3. Guiding marketing concepts including the production concept, product concept, sales concept, and marketing concept.
4. Key aspects of the marketing concept like target markets, understanding customer needs, coordinated marketing, and profitability.
This document contains Yixian Dai's portfolio, which includes sections on resume, cover letter, math/buying, marketing, merchandise, and business/management. The portfolio showcases projects and skills developed in her Merchandise Marketing degree program including department analysis, buying strategies, marketing communications, trend analysis, and store merchandising presentations. It demonstrates Yixian Dai's qualifications for merchandise marketing roles through academic coursework and real-world applications of merchandising concepts.
Social Strategy Series | 12 Traits of Great MarketersJerome Pineau
Finding great marketing talent is no easy task! But in my experience of working with marketers over the past 20+ years, I claim they all share these 12 traits.
Similar to ParexUSA, Parex, LaHabra - Strategic Brand Development. (20)
Based on market research findings, a strategic brand development initiative addressed several brand issues, including: brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning and key messaging.
Based on current market research findings, a strategic brand development initiative addressed several brand issues, including brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning, key messaging and target media consumption habits.
My Hearing Centers - Overcoming Consumer Inertia.Bill Barrick
This engagement was by Synergy Direct Response on behalf of their client My Hearing Centers. The assignment was to determine why Synergy's direct marketing response rates were only 0.10%, far lower than category average response rates. Market research revealed several underling issues which were addressed with recommendations for improvement, including positioning, product mix, geographic retail locations. Also included are target audience analysis and segmentation, key messaging, market trends and media consumption habits of target audience.
LaHabra - Residential Test Market Recommendations.Bill Barrick
Test market observations and recommendations for LaHabra's new Platinum Plus Hybrid Stucco product – combining the strength of a cement finish with the durability of an acrylic – in a convenient one-bag product. Included are spot market and promotional recommendations. Test market recommendations were based on market analysis of target audience geographic concentrations, distribution strengths and market trends.
Sawdust Art Festival - Marketing Communication Proposal.Bill Barrick
Recommended marketing and communication activities to generate ticket sales and traffic at the summer festival. Includes target audience analysis, review of SoCal summer competition, co-marketing and digital ticketing recommendations. Also includes proposed creative executions promoting a special 3-for-1 offer allowing consumers to visit all three summer events in Laguna Beach – Sawdust Art Festival, Art-A-Fair and Pageant of the Masters.
Sweetworxx - How to Acquire 5,000 Customers in Three Months.Bill Barrick
Sweetworxx, a Bosh automotive startup, offered a new car repair service app allowing for pick-up and delivery of your car so you don’t need to go to the repair shop. This presentation offered market sizing and tactical considerations to meet the goal of adding 5,000 customers in three months.
Benchmark research to discover and understand Original Equipment Manufacturers' opinions, attitudes and purchasing of O-ring products and specifications. Findings include brand awareness and perceptions, competitive analysis, gap analysis, key buying criteria and target audience media consumption habits.
Benchmark research to discover and understand Distributor opinions, attitudes and purchasing of O-ring products and specifications. Findings include brand awareness and perceptions, competitive analysis, gap analysis, key buying criteria, media consumption habits of the target audience.
This is a copy of a winning RFQ response for the Port of Long Beach $1 million marketing and advertising account. It provides agency background, work samples, category knowledge and itemized budget estimate.
It was written, designed and packaged on behalf of a small, relatively unknown Long Beach agency with no category experience and limited RFQ response writing success.
This RFQ Response was responsible for the Agency making the cut to one of the final four shops.
Port of Long Beach - Final Presentation.Bill Barrick
This is the final POLB marketing and advertising presentation made to the selection committee providing key insights about the brand, category, target audience and proposed creative directions.
This proposal also includes two man-on-the-street videos, (1) Long Beach citizens’ brand awareness and perceptions of the Port, and (2) Reactions to initial creative directions.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
5. RR
5
Left brain reality vs. right brain perception
“Left brain” management deals with reality
“Right brain” marketing deals with
perception
Left brain management believes . . .
“If we change the reality of the brand, that
will easily change consumers’ perception of
the brand.”
Right brain marketers know that’s NOT true.
Changing “perception” is the most difficult
job in marketing
5
Right Brain Functions
• Holistic thought
• Intuition
• Creativity
• Art and music
Left and Right Brain Functions
Left Brain Functions
• Analytic thought
• Logic
• Language
• Science and math
6. RR
Left brain reality vs. right brain perception, cont’d
What’s a Hyundai?
• Ask anyone and they’ll say, “A car
company that’s doing great because
it’s inexpensive and has a great
warranty”
• Management changed the “reality”
of the brand by introducing the
Genesis and Equus
• But, they couldn’t change the
perception
“Hey Honey, I’m getting you a $75,000
Hyundai instead of a Mercedes‐Benz”
• How will that go over?
• Perception vs. reality
66
Genesis: $40,000
Equus: $75,000
Sonata: $21,195 ‐ $27,595
7. RR
7
Left brain reality vs. right brain perception, cont’d
What’s a Volkswagen?
• In the mind, it’s a small, cheap, reliable car
• That’s what made the Beetle such a huge success
Management changed reality
• Introduced the $65,000+ Phaeton
• Reviewers loved it – it’s a great car
• Competition: Mercedes‐Benz “S” class, Lexus LS,
BMW 7‐Series
• The problem – perception of a VW
• Results were a disaster – in 5 years VW sold only
3,354 Phaetons in the U.S.
“Hey Honey, I‘m getting you a $65,000 VW instead of a
Mercedes‐Benz”
• How will that go over?
• Perception vs. reality
7
VW Beetle: $20,790
VW Phaeton: $65,000
8. RR
8
Left brain reality vs. right brain perception, cont’d
What’s a Toyota?
• The average person will say, “A
reliable car”
What’s a Prius?
• The best “hybrid” car
What’s a Scion?
• The best “youth” car
What’s a Mercedes‐Benz?
• The best “luxury” car
Four brands . . . four leaders
8
Camry: $22,235 – $30,465
FR‐S: $24,500
S‐Class: $93,255
v Three : $27,415
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10
1. It’s product‐centric – not brand‐centric
2. It’s a “generic, parity claim” – any competitor can make it
3. It’s not unique or differentiating
4. It’s not ownable or defensible
5. In fact, we understand competitors are adopting this direction
6. Why are we promoting generic, parity product attributes?
7. Instead, promote what’s unique and differentiating
What about Parex USA? What’s wrong with a strategy promoting the
product attributes, “Any shape. Any color. Any texture.”
10
11. RR
11
By promoting a relevant brand promise, the entire
ParexUSA family will be more successful
This is a good brand promise
• It has both emotional and rational appeal
• It supports two of the three brand pillars: state‐of‐the‐art technology and innovation
The problem is . . . it’s invisible
• Rather than promoting the “brand promise”, the Company is promoting generic, parity
product attributes: “Any shape. Any color. Any texture.”
This is the wrong strategy
11
“As ParexUSA moves into the future the focus will be on
state‐of‐the‐art technology, innovation, and unsurpassed customer service.”
– Rodrigo Lacerda
President and CEO
“If you can envision it, ParexUSA can bring it to life.”
What’s a ParexUSA
ParexUSA brand promise
14. RR
14
What’s a Parex?
• Website: “Exterior Insulation Finishing Systems (EIFS)” – A generic descriptor
• Campaign communication: “Envision . . . Any shape. Any color. Any texture.”
A parity product descriptor
• Google: “A leading EIFS and coatings manufacturer, who entered the industry
in 1986 with a complete line of EIFS products and a focus on innovation,
quality and . . .” – A parity/generic description most competitors are using
What’s a LaHabra?
• Website: “Stucco Solutions” – A generic descriptor
• Campaign communication: “Envision . . . Any shape. Any color. Any texture.”
A parity product descriptor
• Google: “LaHabra Stucco Solutions, the leading manufacturer of exterior
stucco and Exterior Insulation Finish Systems (EIFS) products, has been the
leading . . .” – A parity/generic description most competitors are using
Key observations of reality vs. perception vs.
parity
14
18. RR
18
Based on key competitors’ positioning lines and
descriptions, there’s a gap and opportunity
KEY OBSERVATION:
• Not one company is positioning itself as the
“performance” leader, or “innovator”, or “state‐of‐
the‐art”, or “technology” leader – this leaves a gap
and opportunity
• BASF – “The Chemical Company”
• Dryvit – “Energy Efficient Exteriors Since 1969”
• Parex – “Any shape. Any color. Any texture.”
• Senergy (A BASF Co.) – No tag
• Sto – “Building with conscience”
19. RR
ParexUSA, Parex and LaHabra each has “state‐of‐the‐art
technology” and “innovations” to be leveraged
2007 – 2009 2009 – 2010 2010 – 2011 2012 2013
• Select Finishes
• NTS (New Tech. Stucco)
• Tuffstone Granite
• Wall Sanded One‐Coat &
BasiC926 Sanded
Scratch & Brown
• Stucco Level Coat
• Armourwall
• Stucco Ass.
• DPR Optimum Premium
Acrylic Finishes 45% more
polymer content
• 121 Optimum Base Coat
and Adhesive
• Hydro Guard SP‐1
• Accel‐Pak
• 121 Optimum Wet Base
Coat and Adhesive
• Perma‐Flex Stucco
Grade Acrylic Finish
• QuickBase EIFS Base
Coat & Adhesive in a
box – first product of
its kind
• LaHabra EIFS
• Accel‐Dry
• Allegro II
• Burst
• 856 XLF
• Ultra e‐lastic Finishes
• WeatherSeal BG
• AquaSol Enhanced DPR
Acrylic Finish and
Coating with Enhanced
Hydrophobic and
Photocatalytic
Technology
• ColorFast Pigment
System
• MicaMax 3 – First all‐in‐
one acrylic finish,
basecoat, EIFS adhesive
• Fracture Guard 7000 –
first liquid membrane for
crack isolation up to
3/8”
• 121 Cool Base and 121
Dry Hi
• Pro Patch XF
26. RR
This new high‐level approach is an evolution
of the Envision campaign
26
Brand building should revolve around
a single, aspirational “brand” promise,
not “product” attribute
A relevant, unique, and defensible
brand promise will lift all brands
simultaneously
Proposed key messaging will focus
on how ParexUSA “science” makes
• The product stronger
• More durable
• More colorfast
• Easier to work with
• And many other benefits
Parex USA
LaHabraParex
Merkrete
Build Better
with Science.
™
34. RR
Build Better
with Science.™
I HAVE
A STORY
FOR
YOU.
This campaign tells the story of “Building Better with Science.” What it means
to architects, designers, building owners, and contractors. All of the stories
are told from their perspective.
Their stories are interesting and factual – telling how the science behind the
product makes it “stronger,” “more durable,” “more colorfast,” “faster
drying,” “easier‐to‐use,” and any number of other attributes and benefits.
Why did they select ParexUSA products? We’ll find out as they tell their story
noting specific product and performance characteristics that proved to be
critical to the success of their project.
Ultimately, we envision this campaign for all ParexUSA products – Parex,
LaHabra, Merkrete, El Rey, TEIFs and Variance.
Using an iconic red chair as a visual hammer, a signature look will be created
establishing continuity for the campaign for years to come – for any product,
any target audience, any medium, any country.
Imagine, an architect, like above, telling her story on the 7th Street bridge in
downtown Los Angeles. A designer in the same red chair in Golden Gate
Park. A contractor in the red chair, with hard hat, in Times Square.
Each person can be shot against a green screen with any cityscape of the world
dropped‐in – allowing for a truly global campaign.
This high‐impact, clean design is guaranteed to substantially raise brand
visibility, brand stature and create the perception of a category leader.
The visual hammer
The nail