The document discusses various aspects of marketing professional services and brands. It addresses how to market services which are intangible, the types of skills involved in marketing like writing, design, and event planning. It also discusses what a brand represents through names, logos, colors, slogans. Examples are given of how public relations, advertising, and crisis control work to manage brands' reputations.

1. Is this Marketing?

3. Is this marketing? Message (expertise) Image (memorable picture) Brand (logo, typestyle, color) It’s not a product.

4. How do I market professional services? (What do accountants do anyway?) Services are not a thing Not like selling a car Introductions Helping to make a buying decision How do I know I’m successful?

5. Key skills Using creativity Differentiating Converting dry topics Measuring results

6. What kinds of people/skills are in marketing? Writers (newspaper articles, email) Graphic designs (mailers, flyers, advertising) Event planners (tradeshows) Specialists— Photographers Video/radio production (commercials)

7. Q: How many brands can you see in this room?

8. Q: How many brands can you see in this room? (don’t forget the guy in front)

9. What is a brand? A name Visuals—logos, colors Description—slogan Publication or ad layout Over up to 5000 brand images—or more—a day! When promoting a service—it’s the person

10. Q: What company is represented by three parallel stripes?

11. Q: What company is represented by three parallel stripes?

12. Example: Direct Response Yes, I still print and mail things Email

13. Example: How does public relations work? Articles in the newspaper/stories on TV or radio Interviews Placements Crisis control Good PR Bad PR

14. Example: How does public relations work? Articles in the newspaper Interviews Placements Crisis control Good PR > > > > > Bad PR

15. Q: What car company has had problems with its brakes and gas pedals?

16. If they had only asked the marketing department! Crisis control: Bad PR

17. Example: How are print ads created? Design (the brand in all we do!) Copy Photography Where does advertising go? Print Internet (banners, Flash) Phones (iPhone apps) Stuff

18. How did I get here? Publication classes in high school Journalism classes in college—college newspaper editor-in-chief History degree—huh? Newspapers Fred Meyer Corporations: PacifiCorp, AT&T, HP, BP, Grant Thornton