Regent University of Science & Technology held a meeting with Daniel Adjei to discuss brand guidelines, the creative brief, and measuring advertising effectiveness. The brand guide establishes elements like colors, fonts, tones and imagery to ensure consistency across communications. The creative brief provides key information to guide creative development, including objectives, target audience, brand positioning, and mandatory inclusions. Measuring effectiveness is important, and can be done through metrics like return on investment which evaluates cost against sales revenue from an campaign.
Selling for entrepreneurs. Why it's important to every startup and the steps to successfully close new business. Content provided by Pamela Peterson, Marketing & Management at University of Nebraska at Omaha.
Entrepreneurial Selling is a new sales methodology aimed at helping sales people and entrepreneurs to identify and develop new business opportunities together with their customers. The methodology is based on a 10 year long research program on the future of sales.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
Selling for entrepreneurs. Why it's important to every startup and the steps to successfully close new business. Content provided by Pamela Peterson, Marketing & Management at University of Nebraska at Omaha.
Entrepreneurial Selling is a new sales methodology aimed at helping sales people and entrepreneurs to identify and develop new business opportunities together with their customers. The methodology is based on a 10 year long research program on the future of sales.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
An introduction to advertising planning / strategyverityw
When I started planning I had little idea what my job was. Like, I knew the theory that I'm curious, a problem solver etc. etc. but what do I actually DO every day. Plus, most planning happens in people's heads, so unlike account management, it's hard to watch and learn. I've put this together in the hope that it explains what a planner does. At least, after showing this to my husband he said he finally understands what my job is...
I've included photos I found online. I don't claim to own these, I've borrowed them. If one's yours and you don't want me to use it, please let me know and I won't.
The original presentation has gifs. If you can tell me how to keep this alive while sharing please let me know.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
The 4 P’s of Marketing: Confessions of a Guerrilla Marketer presented by the Innovation Center will address the very fundamentals to building a marketing strategy that encompasses understanding product/service, price, place, and promotion, the four p’s of marketing. The training session will also provide insight on how to become a guerrilla marketer and to stay top-of-mind when consumers are ready to make a purchasing decision. Guerrilla marketing was founded by Jay Conrad Levinson and was developed to help provide a system for businesses that don’t possess large marketing budgets like big brands, McDonald's or Nike, to market themselves in unique methods to earn the attention of their audiences and to increases sales revenue.
View the Upcoming Workshops page to see when and where the workshop will be held next. If you are interested in hosting a 4 P's of Marketing: Confessions of a Guerrilla Marketer workshop session in your community please contact the Innovation Center's Lynn Wilson, 918-343-7622, or by email, lwilson@rsu.edu.
The fifth and last of my guides on brand-building, this explains the third building block of brand communication and the process of going from strategy to communication. It also delves into the nuances of different media channels and communication disciplines and the need therefore, to execute the same brand idea differently.
Raising brand awareness and how to make the most of your communicationsIntelligentInk
Get some tangible tips for improving your organisation's profile and for creating engaging communications that will impress those who already support you, and attract those who you would like to support you - even if your budget is smaller than you would like!
Particularly great for not for profit organisations, this slideshow can benefit any business or organisation that need a helping hand when it comes to marketing, PR, and communications.
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
Fun themes for your kid’s birthday party!!! 5 marchQ7TANYA
The presentations showers light on some amazingly creative kid's birthday party themes. If you are looking to organize a birthday celebration for your kid, then employ any of these birthday party ideas to give your child an unforgettable birthday bash!
An introduction to advertising planning / strategyverityw
When I started planning I had little idea what my job was. Like, I knew the theory that I'm curious, a problem solver etc. etc. but what do I actually DO every day. Plus, most planning happens in people's heads, so unlike account management, it's hard to watch and learn. I've put this together in the hope that it explains what a planner does. At least, after showing this to my husband he said he finally understands what my job is...
I've included photos I found online. I don't claim to own these, I've borrowed them. If one's yours and you don't want me to use it, please let me know and I won't.
The original presentation has gifs. If you can tell me how to keep this alive while sharing please let me know.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
The 4 P’s of Marketing: Confessions of a Guerrilla Marketer presented by the Innovation Center will address the very fundamentals to building a marketing strategy that encompasses understanding product/service, price, place, and promotion, the four p’s of marketing. The training session will also provide insight on how to become a guerrilla marketer and to stay top-of-mind when consumers are ready to make a purchasing decision. Guerrilla marketing was founded by Jay Conrad Levinson and was developed to help provide a system for businesses that don’t possess large marketing budgets like big brands, McDonald's or Nike, to market themselves in unique methods to earn the attention of their audiences and to increases sales revenue.
View the Upcoming Workshops page to see when and where the workshop will be held next. If you are interested in hosting a 4 P's of Marketing: Confessions of a Guerrilla Marketer workshop session in your community please contact the Innovation Center's Lynn Wilson, 918-343-7622, or by email, lwilson@rsu.edu.
The fifth and last of my guides on brand-building, this explains the third building block of brand communication and the process of going from strategy to communication. It also delves into the nuances of different media channels and communication disciplines and the need therefore, to execute the same brand idea differently.
Raising brand awareness and how to make the most of your communicationsIntelligentInk
Get some tangible tips for improving your organisation's profile and for creating engaging communications that will impress those who already support you, and attract those who you would like to support you - even if your budget is smaller than you would like!
Particularly great for not for profit organisations, this slideshow can benefit any business or organisation that need a helping hand when it comes to marketing, PR, and communications.
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
Fun themes for your kid’s birthday party!!! 5 marchQ7TANYA
The presentations showers light on some amazingly creative kid's birthday party themes. If you are looking to organize a birthday celebration for your kid, then employ any of these birthday party ideas to give your child an unforgettable birthday bash!
Marketing and Managing your Small Business this SummerBiz2Credit
Biz2Credit: https://www.biz2credit.com/
Related Resource: https://www.biz2credit.com/knowledge-center/webinar/marketing-managing-small-business-this-summer
Biz2Credit hosted a webinar on Wednesday, June 29, 2016 from 3:00 (Eastern Time). The webinar featured topics of seasonal marketing tips and challenges that small business owners face.
For further queries, contact us at: 800-200-5678
Follow us at:
Twitter: https://twitter.com/biz2credit
Facebook: https://www.facebook.com/biz2credit
Linkedin: https://www.linkedin.com/company/265111
Pinterest: http://www.pinterest.com/biz2credit/
Google+: https://plus.google.com/u/0/+Biz2credit/
Training presentation on strategic account planning for PR professionals covering what planners do, where to get insights and the ingredients for a strategy.
Audience Targeting Techniques for B2B MarketersTodd Ebert
According to Google’s Changing Face of B2B Marketing, many B2B marketers operate under the myth that B2B marketing should only target the highest-level executives. In reality, the decision-making ecosystem has dramatically changed. 81% of non-C suite workers now have a say in purchase decisions.
“B2B marketers need to understand that it’s not just about targeting a specific buyer, online. The B2B decision making process is a journey that involves not just one audience, but many. Company influencers and end users actually weigh in on the purchase decision,” says Todd Ebert, MultiView’s Chief Marketing Officer.
This ebook shows B2B marketers how to navigate today’s changing world of digital marketing by understanding online audiences and applying a variety of audience targeting techniques.
With the right planning, defense contractors can use trade shows to speed up the sales cycle, reduce the cost of sales, and reach customers, prospects and even “hidden buyers.”
This toolkit has the essentials of sales planning and customer relations, which will help you develop a sales plan, sell more, build relationships and make a profit.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
5. A brand
A product manufactured by a company under a particular name.
It identifies one service offering as distinct from those of other sellers
The personality that identifies a product, service or company.
Proper branding can result in higher sales of not only one product/
service, but on other products associated with that brand.
8. Brand Awareness
Customers' ability to recall and recognize the brand under
different conditions and link to the brand name, logo, jingles
and so on to certain associations in memory.
It helps the customers to understand to which product or
service category the particular brand belongs .
Brand awareness is of critical importance since customers will
not consider your brand if they are not aware of it…
9. But What?
Building a strong brand requires more than just a
logo.
It needs the foundation upon which the brand will thrive,
taking into consideration the overall marketing objectives,
vision and mission of the company.
There has to be a ‘Brand Guide!’
11. • Brand guide, sometimes referred to as brand diary, book or
‘bible’ embodies everything from your brand message and
mission statement through to the use of logos, tones, fonts,
colours and imagery:
• Most multinationals all over the world have achieved
consistency in their colours, tone, font in their way of
communication due to a guideline they stick to.
• These companies regardless of the creative agency they use
or the country they find themselves in can not deviate from
their core elements of communication because they have
guidelines to follow.
Brand Guide
18. What is a Creative brief?
o It is the first ad of the campaign
o A one-page document that puts in writing all the
key information you want the creatives to know
before working on the creative campaign
o It is the bridge that connects strategic thinking
and creative execution
o The key with which the account managers can
unlock the imagination of creative people
19. Elements of Creative Brief
Creative
Brief
Background
Objective
Target
Audience
Creative
Insight
Desired
Response
Single
Minded
Proposition
Mandatories
20. What is its Role?
o To liberate the creative process. Not control.
o To provide a springboard for ideation.
o Inform. Interest. Persuade. Guide. Inspire.
21. - Brain storming
- Market insight
- Personal story
The Creative Brief Strategist
22. Sample Brief
Client:
Date prepared: 19 October, 2014
Overview of Product/Service:
What specific product or service do you want us to
market/promote?
Objectives
What specific outcome do you want the communication to
achieve? e.g. Increase patronage, direct consumers to call
toll-free number, increase sales etc.
Deliverables required
What do you want Agency to do for you .e.g. logo, radio
ad, billboards, sales promotion, website development,
market research etc.
Target
Who should communications address first?
Who should communications address next?
Brand positioning
What one thing sets your product/service apart from your
competition?
Mandatory inclusions
What brand elements or information must be used for the
communications? (Company logo, company
colors, etc.)
Timelines
When do you expect work to be completed?
24. For starters, find at least
one Consumer insight.
“A Consumer insight is like a
true confession from the
prodigal son”
25. Here’s an insight:
“Many young adults attend their high school
reunion specifically to impress former
classmates”
26.
27. Write a specific
attainable objective.
“The objective should always be clear and
specific”
28. A beautiful objective:
“The purpose of this campaign is to position
Regent Ghana, among all private universities as
the leader in Science & Technology education”
29. One way to write a lovely
objective:
“Specify what the audience should think, feel or
do”
30. Example:
“The objective of this ad is to get the audience
to understand and believe that Mr. Muscle
cleans the toughest stains”
31.
32. Think strategically but
not predictably.
Think Branding
Think Positioning &
Think direct Response
33. Branding, positioning & direct are the creative
options that can have the greatest impact on
sales, profits and the value of a company.
34. Branding is about telling your audience the
same thing, all the time.
“This is who I am,
my personality and story.
This is what I look like.
And this is what I can do for you.”
55. Media Procedures:
o A brief /call report from Client Service
department is sent to Media Dept.
The brief should be explicit and straight to the
point.
56. Media Procedures:
o The media department discuss the brief /
call report to diagnose and find the best
strategy to adapt for the client’s request
3 major factors
o Target
o Budget
o Listenership/ Viewership
57. Media Procedures:
o Orders are raised to the selected media
partners in exchange for a collaborated
schedule.
o Monitoring
o Follow up & Collection of TCs
58. Media Procedures:
o With Print Ad insertions: Tear sheets are
provided as proof of execution.
o Monitoring
o Follow up & Collection of TCs
o Final Report
60. IMC:
Integrated Marketing communication helps in
integrating all essential components of marketing to
communicate similar messages to potential and
existing end-users.
61. Shifts that enabled IMC:
Fundamental shifts in how companies market to consumers have
made Integrated Marketing Communications possible.
The shift...
o From Traditional Marketing to Digital/Interactive Marketing
o From Mass Media to Specialized Media
o From Low Accountability in Marketing Spend to High
Accountability in Marketing Spend
o From Limited Connectivity to Pervasive Connectedness
62. Elements of IMC:
o Newspaper inserts
o Hoardings and banners
o Brochures
o Radio or television advertisements,
o Press releases
o Discount coupons
o Loyalty clubs
o Membership clubs
o PR Activities
o Sales promotional
activities
o Direct marketing
initiatives
o Social networking
sites (Face book.
Twitter,), blogs and so
on.
63. Importance of IMC:
o Consistent Communication
o Target Reach
o TOMA
o Reason to Believe
66. Creativity in Advertising:
o Creativity is at the heart of everything we do.
o It’s our ability to transform strategic thinking into
ideas…
o Creativity means being novel and appropriate
67. Creativity in Advertising:
3 main different stages:
o CREATE: It means to bring something in
to being and originate a new and unique idea.
o CREATION: It is the process
o CREATIVE: Thinking differently
68. Creativity in Advertising:
3 aspects of Creativity are Most Accepted:
o Creative process
o Creative person
o Creative situation
69. Creativity in Advertising:
4 Rules of Creativity:
1. Make the product relevant to customer.
2. It should be promise to the customer.
3. Don't let it stand alone.
4. Always put product at the centre of the
commercial.
77. Measuring Advert
Effectiveness:
You print 4,000 postcards and mail them to potential
customers; the total cost of printing and mailing is
GHC2,000.
As a result of the campaign you generate GHC9,500 in
sales and GHC5,000 in Gross Margin. Simply do the
math:
GHC5,000 - C2,000 = C3,000; C3,000 / C2,000 = 1.50,
or 150%.
Your ROI on the direct mail campaign was 150%.
78. Measuring Advert
Effectiveness:
The key to evaluating advertising effectiveness is to
work hard to determine where sales and revenue
originated, at least in terms of the advertising you place.