In 25 years as a marketing and branding expert, Jim has created brand experiences for Kellogg’s, Kraft, Ikea, Cadillac, Clean & Clear, American Express, Walmart and more. He teaches intensive marketing classes at New York University and his second book, The Experience Effect for Small Businesses, is in stores now. Take a look at the Small Business Bootcamp he did with Vocus - you'll learn a ton, including: -Create DIY ‘brand experiences’ that keep customers coming back -Research techniques to help your brand connect with customers better -Out-brand your rivals with some easy competitive analysis

1. Small Business Bootcamp
Small Business Bootcamp
Jim Joseph
Jim Joseph
President, Cohn & Wolfe North America
Award‐winning author of The Experience Effect for Small Business

2. Jim Joseph
Jim Joseph
• President of Cohn & Wolfe, North America
• Award‐winning author of The Experience Effect and the sequel
Award‐winning author of The Experience Effect and the sequel
The Experience Effect for Small Business
• Professor at NYU
• Built brands both client‐side and at agencies
• Helped blockbuster clients including: Kellogg’s, Kraft, Nestle,
Cadillac, Tylenol, Clean & Clear, Aveeno, Durex, AFLAC,
Cadillac Tylenol Clean & Clear Aveeno Durex AFLAC
Ambien, IKEA, and Walmart
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• Blogs at www.JimJosephExp.com

3. Team Sport – Spectator Sport
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4. A Marketer From The Start

5. A Lover Of Brands

6. Define “Marketing”
D fi “M k ti ”

7. Building An Incredible Experience …
… That Builds Brand Loyalty
• Transcends the product
• Engages the consumer
• Differentiates from the competition
Differentiates from the competition
• Adds value beyond compare
• Able to be shared
Abl t b h d

8. My Personal Brands
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9. Define “Brand”

10. What’s Good For The Big Brands…
… Will Help Small Business
Will Help Small Business
• Backbone of American economy
• Key to economic recovery
• Entrepreneurial spirit keeps us alive
Entrepreneurial spirit keeps us alive

11. We Tend to Think that Big Brands Have …
• Big budgets
• Brilliant teams
• Loads of experience
Loads of experience
• Deep resources

12. But Small Business Can Often
Be More Effective …
• Sharp focus
• Clear leadership
• Easy prioritization
Easy prioritization
• Low overhead
• Inherent efficiencies
I h t ffi i i

13. WELCOME TO SMB BOOTCAMP!
WELCOME TO SMB BOOTCAMP!

14. The Key Elements
• BRAND:
BRAND: define
• CUSTOMER: know
• EMOTIONAL BENEFIT: identify
EMOTIONAL BENEFIT id if
• COMPETITION: follow
• POSITIONING: develop
• TOUCHPOINTS: maximize
• CONSISTENCY: apply

15. Defining The Brand
• Business best suited to own
Business best suited to own
• Inventory of skills to sell
• Customer needs to fulfill
• Gaps to capitalize
• Competitors to overcome
• Personality to build
Personality to build

16. THE PERCEPTUAL MAP
THE PERCEPTUAL MAP

17. Lawyer
• Lawyer
• Family law
• California
• For women
• “Will get you through”

18. Get To Know Your Customer
• Constant pursuit
• Ever evolving
• Demographics vs. psychographics
Demographics vs psychographics
• Qualitative testing vs. quantitative testing
• Unique ways to learn

19. Consumer Profile
• Map out their lives
Map out their lives
• Give texture and meaning
• Work, personal, history, goals
W k l hi t l
• Media consumption
• Brand behavior

20. Formal Dress Shop
• Special occasion dresses
Special occasion dresses
– Adult formal events: Susan
– Teen proms:
Teen proms: Allison

21. The Emotional Benefit …
• Resonates
• Connects
• Shares
Sh
• Motivates
• Decides
… Builds Brand Loyalty

22. Wants vs. Needs
RATIONAL EMOTIONAL
BENEFIT BENEFIT

23. Every Brand Has An Emotional Benefit …
… Even Yours!
E Y !

24. The Emotional Benefit …
• Lawyer: Unconditional support
Unconditional support
• Retail boutique: Insider access
• Restaurant: Personal chef
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• Consultant: Smart beyond years
• Cleaning service: Pampered

25. Look at the Competition More Broadly
• Near in and far out
• Direct assaults and more subtle distractions
• Anything that competes with time and money

26. CONCENTRIC CIRCLES

27. Clothing Store on Main Street
Other clothing stores on Main Street
Clothing stores at the local mall
Online clothing retailers
Other retailers on Main Street

28. POSITIONING

29. POSITIONING: Defined
POSITIONING: Defined
The space you want to occupy in your
The space you want to occupy in your
customer’s mind
(emotionally based)

30. The Classic Positioning Format
TO: target market demographic
WHO: target market psychographic
target market psychographic
BRAND IS: category cue
THAT: functional benefit
functional benefit
BECAUSE: reason why
SO THAT:
SO THAT: emotional benefit
emotional benefit
TAGLINE: summation

31. Chelsea Dry Cleaners
TO:
TO our beloved neighbors of Chelsea
b l d i hb f Ch l
WHO: are the best dressed professionals in NY
BRAND IS:
BRAND IS: a safe haven for your important wardrobe choices
a safe haven for your important wardrobe choices
THAT: takes good care of you and your appearance
BECAUSE: special process along with a commitment to care
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SO THAT: you can concentrate on being successful at work
TAGLINE: Neighbors Helping You Work

32. Touchpoints
BRAND

33. How to Use Touchpoints
• Arm’s length distance
• Unique to your customer and your brand
• Maximized for action
Maximized for action

34. Types of Touchpoints
• Owned
• Earned
• Paid
• Trade

35. Restaurant Touchpoints
• Local advertising
• Host
• Menu
• Website
• Reviews
• Facebook page
• Waiter
• Chef
• Signage
• Takeout bags
• Partnerships with local businesses
• Refer a friend promotion
R f fi d ti

36. Making Good Decisions
Making Good Decisions
• Brand definition and consumer profile
Brand definition and consumer profile
• Budget and priorities
• Consistency
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• Competitive activity
• Pop culture
• Opportunistic

37. New Definition of Brand Loyalty
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38. Be A Benchmark Brand …

39. 5 Keys To A Great Brand Experience
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• Clearly defined brand
• Well targeted customer
• Great knowledge of the competition
Great knowledge of the competition
• Distinctive positioning
• Maximized touchpoints

40. Contact Information
Contact Information
• Jim Joseph
– Twitter: @jimjosephexp @cohnwolfe
– Blog: www.jimjosephexp.com
– Website: www.cohnwolfe.com
• Vocus
– Twitter: @Vocus
– Facebook: www.Facebook.com/Vocus
– Blog: www.vocus.com/blog
– Website: www.vocus.com

41. About Vocus
About Vocus
Vocus is a leading provider of cloud-based marketing and PR software
that helps organizations reach and influence buyers across social
networks, online and through the media. Vocus provides a suite of
software for online marketing, social media and PR that makes it easy
for organizations to generate online visibility, build their social
networks and attract new customers in today’s new customer-led
buy g cycle.
buying cyc e
Vocus
Twitter: @Vocus
Blog: www.vocus.com/blog
Facebook: www.facebook.com/Vocus
Website: www.vocus.com
inVocus
Twitter: @invocus
Blog: www.vocus.com/invocus
Bl /i #vocus
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Email: invocus@vocus.com