Brand Marketing Seminar Highlights ERA Brand Strategy

Spice of Life:
Brand Marketing Seminar
#HighRoadU

Who’s Talking Brand
What Drew U to this Event

Who Are We & What Are We Doing?
www.highroadsolution.com

Why Now?

What Can U Do?
ERA’s Exploration into Brand Clarification

Background - Clarify ERA’s Brand
• Strategic plan identified need to clarify ERA
brand
• NOT a new logo or new name
• Articulate a clear value proposition for belonging
to and doing business with the association
• Hired Catch Your Limit Consulting
1. Conduct research
2. Develop brand triangle

Elements of Brand Triangle
1. Core Value of having a relationship with ERA.
The one thing ERA wants people to expect
from having a relationship with the association.
2. Attributes – how the benefits of the Core Value
are delivered.
3. Personality - conveys the emotional and self-
expressive benefits of the brand.

ERA Brand Triangle
Personality
Global
Friendly &
Inclusive
Electric
Leader
Trustworthy
Attributes
Advocacy
Self Regulation &
Industry
Standards
Access²
Wisdom
Core Value
Protect & Grow
Marketing's Best Sellers

Marketing Campaign
Goal
• Clearly communicate ERA’s brand triangle/value proposition
to its constituents
Strategy
1. Let members do the talking (SupERAchievers)
2. Content is king (member success stories)
Tactics
• Print ads in industry magazine
• Member success stories
• Membership brochure
• Email campaign
• Website
• Signage onsite at annual convention

State of Association Marketing
Oy Vey!

-WHOSE JOB IS IT?
-WHICH DEPARTMENT DOES IT?
-DIFFERENCE BETWEEN
MARKETING, COMMUNICATIONS,
& MEMBERSHIP?

TRUE OR FALSE?
Membership is Everyone’s Job
Marketing/Branding is Everyone’s Job

GOAL : STRONG
BRAND=STRONG DEMAND
People Seek You Out to Renew their Dues

GOAL : STRONG
BRAND=STRONG DEMAND
GO FORTH & FIND NEW MEMBERS

CURRENT BLOCKERS TO BRAND

BRAND BLOCKERS
• Not Enough Data
• Collect Info, but Don’t Take Action
• Guesswork

LET’S GET STRAIGHT
Taglines & Themes
• Who’s Doing this?
Campaigns & Programs
• Who’s Doing this?

Without Brand,
The World May Never Know

WELCOMETO EMAIL
Know open
rates, click
thrus, web
tracking,
conversion
rates
There’s so much
more than
email...

What discount
happens today?
Do relationships go
on sale?

State of Associations Tomorrow
What Needs to Change

Tomorrow is Today!
• Move to a business model
• Diversify the portfolio; non-dues revenue
is critical
• Members are no different than
consumers
• Go digital or Go home
• Revisit structure and strategy

U Would:
• Drive the agenda with buy-in
• Have data to back up your choices
• Be the authority
• Know your brand equity
• Know where people are coming from,
how they convert and why

What is Brand?
It’s the Logo, Right?

Revolution
Let’s Go

Time for Brand Revolution
& Management!
#associationrising

• Population changes
– Baby Boomers v. Gen X v. Gen Y
– New need to create demand
•
•
Competition so need to differentiate
• Now possible to do through economically
through technology

Shift in marketing strategies
Direct Marketing Influence Marketing

Hot techniques in marketing &
communications
1) Content Marketing
2) Live & Virtual Event Marketing
3) Promoted Social/ Social
Marketing
4) Next Gen Email Marketing

How Well DoYou KnowTV?
• Question #1:
What channel would you use to
get up-to-date information on
weather around the world?
• Answer:

• Question #2:
get up-to-date information on all
kinds of news around the world?
• Answer:

• Question #3:
get up-to-date information on all
kinds of sports around the
world?
• Answer:

Map your past audience
gen y
gen x
boomer
Note: Matures = 0

Basics of Demand Creation
How Brands Create Demand

Basics of Demand Creation
• Create a promise that only you
can fulfill
• Connect with deeper level
(subconscious or conscious)
need or feeling
• Energize the feeling
• Reward the right choice, ignore
the incorrect choice
• Manage supply/demand of the
remedy

Creating the Promise
• Define the Promise that You can Fulfill:
– Make you rich, beautiful, thin, smart,
loved
– Make you a top professional
– Make you a good person
– Make you an expert
– Make you a leader
– Make you part of a legend, team, culture,
legacy
 Make you desired

Connect with Deeper Feelings
• Insecurities
• Ego
• Growth/Boredom
• Change/Contribution
• Idealism

Energize the Feeling: Creating the
Want
• Amplify and empower the
feeling—let it grow
– Powerful images
– Stories
– Music
– Lighting
– Time/Sequence
– How Much/How Little

How Demand Marketers Put Want
into Action
1) Define & Message the Audience(s):
• Take the time to really segment
• Take the time to message each
segment
• Take the time to create a marketing
strategy for each segment
• Take the time to take baseline and
periodic measurements
• Fight the pressure to use mass
marketing now it is about
influence marketing

Manage Supply/Demand of the
Remedy
• Availability
– Only sell in 30 day periods
– Can only have one at a time
– Only see a certain amount of time each
visit
• Example: NBC’s Must See TV Thursdays
• Premiums
• Periodicity
– Only offered at certain time periods
• Example: Disney Movie Releases on DVD
• Annual Awards

• User Environment
– Content & Content
Structure
– Language: Tone,
Formality,
– Visual: Color, Texture,
Spatial Arrangement,
Imagery, Use of Light,
Typography
– Smell
– Touch
• User Interaction
Model
– User flow
– User activity options
– Relationships
– New vs. familiar vs.
shocking
What Makes for an Engaging
Experience?

Techniques for Making X Engaging
– Creating Warmth
– Creating Awareness
– Inciting New Inquiry
– Inciting Action
– Driving New Revenue
– Creating Want

Reward the Right Choice
• Offer praise, recognition
• Publicly promote the person
who’s made the choice;
endorsements
• Celebrate!

How Strong is Your Brand
Equity?
Tests You Can Do today

Brand Equity
• If you stopped emailing today,
who would be upset?
• Are you in top 3 of where
people will go for info?
• Would your org show up in
their eulogy?

Brand Equity
• Be the authority
• Set the agenda for the industry
• Be elite

Idea of Being Elite

How Do You Develop a Brand?
Modern Tools

User’s Journey Map
4
5
6
1
2
3
4
5
7
6
8

Customer Journey Map
BUYING
PROCESS
DISCOVERY/RESEARCH
(30-60 Days)
EVALUATION/COMPARISON
(30-90 Days)
DECISION/PURCHASE
(14-30 Days)
IMPLEMENTATIO
N (14-21 Days)
SUPPORT/RENEW
(Lifetime Average: 3 Years)
TOUCH-
POINTS &
EMOTIONAL
RESPONSE
CUSTOMER
THOUGHTS
OVERALL
CUSTOMER
EXPERIENCE
CUSTOMER
GOALS
Easily find information & resources online to help
educate our organization on best practices.
Customer Expectations
Customer Experience Journey
Vendors have information online about
their solutions, pricing and differentiation.
Can speak to customers in our
industry about their experience.
Documentation is available
and clear regarding install.
Online support community,
FAQ; service-level-agreement.
 Why isn’t there more info available online for
solutions for our industry?
 Do we have budget for this project?
 How long will this take to implement?
 Who are the key players in the market?
 What are our competitors doing about this?
 What are our requirements? Do we need to do this now?
 Who should be on our short-list of potential vendors?
 What features and functions are available?
 How will this integrate with our existing infrastructure?
 What do industry analysts think of each vendor?
 How do I build the business case for this purchase?
 Will this vendor be around in 5 years to support us?
 What is the expected ROI/TCO for this program?
 What does post-purchase support look like?
 Are there any options for payment terms?
 Will we be locked into a long-term contract?
 Are there any reference customers in our industry?
 Why don’t you contact us before auto-renewing
our account?
 I have to wait on hold WAY too long to speak
with a customer support rep.
 Why do I have to pay extra for support?
 Can we get a discount for a 3-year deal?
 How do we need to staff this program?
 What is timeframe to go-live?
 Where are the support documents?
 I thought the implementation would be
easier than this!
 Our business users better adopt this.
Pleased
Satisfied
Upset
1. Learn best practices for top companies
2. Find information & resources that help educate
and prepare company for a new project
1. Build Business Case for formal project approval
2. Determine requirements and short-list of vendors
3. Create RFP and invite vendors to present solutions
1. Determine ROI/TCO for project
2. Select a vendor to conduct pilot program
3. Negotiate contract with favorable terms
1. Get timely resolution to support requests
2. Minimize price increases at renewal
1. Get system up-and-running
2. Integrate other applications
3. Train users and drive adoption
1
4
2
3
1
1
6
1
0
5
1
2
Pleased
Satisfied
Upset
1
6
Recommendations
IDEAS TO
IMPROVE
 Provide industry ‘solutions’ and case studies on
corporate website.
 Create business case template for buyers to use
 Don’t assign to sales so quickly
 Develop an RFP and buyer’s guide to facilitate buying process
 Simplify demo to reduce stress and anxiety
 License Analyst firm research study or vendor profile
 Reduce number or frequency of nurturing emails
 Get SAS70 certification to remedy security concerns
 Build ROI/TCO calculator to facilitate buy-in
 Consider monthly billing with no contract option
 Audit customer support resolution times
 Develop a service-level-agreement that aligns to
our brand promise of efficient service.
 Improve implementation guide and AP
documentation I for custom integrations
 Build “Quick-Start” consulting offering
Online Research – Pleased to Find Info
(Google Searches, Analyst Firms, Blogs,
Tech Reviews, etc.)
1
Website Visit - Excited to Get Resources
(Sign Up to Get Content - Video, Webinars,
Whitepapers, Case Studies, etc.
2
Call from Sales Representative - Annoyed
Typically annoyed as not ready for sales call,
ask to be called back in a few months.
3
Live Chat with Us – Disappointed
Initial questions answered promptly, but
wish we would reveal pricing on live chat.
4
Talk to Other People – Get Excited About Us
(Find Facebook Fans, Twitter Followers,
LinkedIn Connections, Quora Answers, etc.)
5
Product Demo with Sales – Overwhelmed
(Happy with product but get stressed out that
they are not ready to start this initiative yet.
6
Lead Nurturing Email Campaign – Upset
Feel they get too many emails from us too soon
and 20% unsubscribe from all emails from us.7
Speak to Analyst Firm – Reassured
Re-engage with us happily once they have
assurance from reputable firm.
8
7
8
Get Buy-In from CFO – Stressed
Don’t know how to predict ROI/TCO
and we don’t help them much.
9
Select Vendor – Relieved
(After many demos and internal meetings,
happy to select a vendor.
1
0
Negotiate Contract – Conflicted
Want to get best possible pricing but
don’t want to sign a multi-year deal.
1
1
9
Kick-Off Call – Excited
Enthused and ready to
get project going.
1
2
Phase 1 – Pleased
Work with customer success
team to get phase 1 launched.
1
3
Integrations – Disillusioned
Disappointed that integrations are
more costly than anticipated.
1
4
1
3
1
4
Support – Satisfied
Getting help but want
faster response time.
1
5
Renewal – Content
Unhappy with price
increase on renewal but
happy with added
features and value.
1
6
1
5

Segmentation
Slicin’ & Dicin’ for a Purpose

1)What are the
right slices?
2)What data do
we combine?
3)What data
don’t we have
now that we
really need?

Defined segments
• Create communication
campaigns, programs, products
& services around them
• Great for reporting (should be a
KPI)
• Save money
• Reduce number of untargeted
communications

Segmentation decision framework
• What is the meaning of one
orange?
• -Attendee/Member Base?
-Market? Market Vertical?
-Major Donors?
• How will you cut it?
• -Demographics?
-Psychographics?
-Behavioral activities?

Moving from segments to personas
• Process:
• Take each segment and:
1) 1) Name it
2) 2) Describe it
3) 3) Write a benefit statement to
clarify the business purpose of
this segment to the organization

Building org capacity
• Segmentation is a mindset that requires that you
understand the:
1) -data landscape
-software applications available
-the business goals
-analysis
-data-driven business decision-making
• Train staff in all departments on:
-the mindset
-how to make queries in Query Central to populate other
systems
-how to read reports
-the basics of how the internet works, databases and the
concept of APIs

Facts About Today’s User
• Low attention span
• Low memory
• High number of alternatives
• High volumes of information
• High reliance on peer groups/influencers
for decision-making
• High levels of brand equity through
referrals/WOM

Modern Method: Be There
Your
brand
Your
brand
Your
brand
Your
brand

Behavioral programs
Value
Prop
(WIIFM)
Feeling at
End of Event
Experience
Map
Engagem
ent
Points
Influence
Points
OWLs
SMPs
BOOMERS
GEN X:
(Jason &
Jennifer)
PITAs:

Lead Scoring
Identifying high value prospects, members & donors

Am I In the Club?
Clues that you are a 17-27er

Sandwich Mistake
Track every purchase
Only thing we kept was how many
sandwiches were eaten
Manufacturing???
Trying to Track at Individual Level, but Serving Up
Content at the Aggregate Level.

Understand the weight of each
element
Understand the price of each
element
Track the total consumption
based on the individual’s
selections
Understand tastes +
preferences + buying patterns
+ input cost + revenue

• Market differently—market the
choices as the benefit
• Fit in target audience lifestyle
• Track at campaign level
• One code across channels
• Report at campaign level for
C-level & Board level folks
• Develop KPIs/dashboards
Needed changes

Source Raw Weight Weighted
# Attendees 1200 0.05 60
# Certification Registrants Sold 500 0.05 25
# New Members 1000 0.2 200
# New Volunteers 400 0.3 120
# New Donors 300 0.05 15
# New Signatures 500 0.3 150
# New Chaptersw 100 0.05 5
575Index Score
engagement Index Scoring

Source Raw Weight Weighted
Facebook fans 1200 0.05 60
LinkedIn followers 500 0.05 25
# Site Visitors 1000 0.2 200
# Email Subscribers 400 0.3 120
# Twitter followers 300 0.05 15
# Voicemails Opened 500 0.3 150
# YouTube subscribers 100 0.05 5
575Index Score
Influence Index Scoring

Index Graph
0
100
200
300
400
500
600
700
800
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Influence
Engagement

Imagination Exercise.
Moving to the U
You Own a Restaurant. You Pick the Food.

Why Not? It’sYellow
Fun Fact:
Sugar in the Raw
actually came to
market in the early
1970s but without
any marketing
campaign, it stayed in
the world of organics
& people who prefer
sugar granules that
never actually melt &
you can crunch with
the dregs of your
coffee or tea

Can We Agree…?
• The restaurant owner had to
change over the years to:
– Meet demand
– Stay competitive
– Be innovative
– Provide choice
– Understand niche markets

Can We Agree…?
• The restaurant owner became
User-Centric?

Recap on What We Agree Upon:
• Multi-channel
• Multi-touchpoint
• User-centric

Fight the Right Battle.
• Battle of Mindshare

Change the BattlegroundTactics

Go-to-Market Strategy
1) The overarching strategy that
defines:
– Who you are targeting
– Estimated opportunity
– How you will reach them
– What it is that you are offering
– How it is that you will hook them
– When you will see the ROI

into Action
2) Select the right integrated marketing
mix that continues to build the
demand through as many senses as
possible:
– Direct & email
– In-person and virtual events
– Twitter, Facebook and LinkedIn
– Widgets and Websites
– Content: articles, papers, etc
– Videos & Photos
– Testimonials

into Action
3) Decide the Timing:
-How fast, how slow
-How much to reveal
-When to reward
-When to touch again

into Action
4) Create the environment for
communication and the actual
communication content:
-message
-tone
-lighting
-music
-packaging
-velocity

into Action
5) Decide the Reward
-Gift?
-Recognition?
-Event?
-Volunteer?
-Award?
-Insight?

CreatingWarmth
Tip!
Periodicity
works very
well by
creating
dependence

CreatingWarmth
Tip!
Everyone needs
a break from
reality. Create
demand through
whimsy, humor,
relief from the
grind.
Tip!
Highlighted
content that
is vetted is
more
desirable!

Creating Awareness
Tip!
Create demand
through offering
information in chunks:
parts, series, chapters,
installments.
Think mini-series!

Creating Awareness: Program Matching
Tip!
You can
rarely go
wrong with
images of
children or
animals

Creating Awareness
Tip!
Adding the label
“Essentials” is a
great way to get
attention! Same is
true for “Most
Popular”,“Must
Haves”, & “Most
Recommended”

Interactive Workshop:
Collaborative Demand Creation

Go-to-Market Strategy
Define each cell:
Target Audience(s)
Estimated Opportunity
HowWe Will ReachThem
Offer
Hook
Break-Point for ROI

into Action
WillWe Use? How So?
Direct Mail
Email
In-person events
Social media
Website Properties
Content
Videos
Photos
Testimonials

into Action
Start Date Repeat?
Frequency?
End Date
Twitter 08/01/10 3x/day 12/31/20
Facebook 8/5/10 2x/week 9/10/10
InteractiveVideo
Widget
8/1/10 24/7 10/1/10
Blog Series 8/10/10 1x/week 9/1/10
ThankYou
Reception
9/15/10 Once 9/15/10

into Action
Action Reward AwardedTo
Donating MemoryWall Donna Pillman
Blogging Award-Rating; repeating;
publishing
Tom Mathers
Sponsorship of Gala
Dinner Table
Letter; invitation to
subsequent event for
sponsor donors
GordonThornton

Demand Creation Summary
• Define the purpose and
emotional connection
• Outline your go-to-market
(GTM) plan
• Execute your GTM plan

Influence to Lead to Conversion
Here’s How We Should Be Able to Measure

Definitons
• Influence: Brand Awareness, Getting in Front
of People & Being Memorable
• Reach: Number of People Seeing Your
Message
• Conversion: People Taking the Action You
Wanted them to Take

• Consolidation of Systems
• Integration of Systems
• Automation of Systems
• Appending Codes onto URLs
• Source Codes to Input
• Google URL Builder
• Code Shorteners (Bit.ly, etc.)
• Cookies
• Google Analytics Codes
WhatYou Need: Digi Tracking

• Track at campaign level
• One code across channels
• Scoring
• Report at campaign level for
C-level & Board level folks
How to Track Differently

How to Talk Differently
• GTM Plan
• Critical Metric Milestones
• Frequency of Measurement
• Post-Mortem

How to Report Differently
• Lift (Increase)
• Attrition (Lost “Customers”)
• Reach:
– Influence
– Engagement*
• Revenue (Conversion)

Example: Campaign Level Reporting
• Annual Meeting: Marketing Impact
– 12% Lift in Registrations (Conversion)
YOY, QOQ or MOM
– 45% Increase in Reach (Influence)

Brand Marketing Seminar Highlights ERA Brand Strategy

Brand Marketing Seminar Highlights ERA Brand Strategy

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