A brief discussion of the importance of the "Why" in branding and understanding the dynamics of the "Inverted Marketing Pyramid." Presented at the Tampa Bay Marketing Summit August 8, 2014

1. Paul Friederichsen
Brands to Marketplace
What are you really saying?
Creating Effective Marketing
Communications

2. First … What is your “Why”

3. #TBMS14
What your “Why” isn’t
• Who = About you
• What = About your product or service
• When = Time
• Where = Location(s)
• How = Process, advantages, formulas

4. #TBMS14
What your “Why” is
• It’s why your brand exists
• It’s your brand promise
• It’s what your competitors aren’t
• It’s what your customers want or need

5. #TBMS14
“Why” examples
• The “third place”
• Lowering the cost of living
• Being “bad” and getting away with it

6. The Marketing Inverted
Pyramid

7. #TBMS14
The Marketing Inverted Pyramid

8. #TBMS14
You can’t miss this …

9. #TBMS14
• Nothing else matters
• Launch or re-launch
• Dangers: Poor positioning or poor
media
• Website, SEO, PPC, YouTube

10. #TBMS14
• Narrowing of choices
• Message frequency, SEO important
• Facebook, Twitter, Blogging

11. #TBMS14
• First time purchase or sampling
• The higher the price point, the more
“Reasons to Believe”
• 80% of final decisions are at POS
• Facebook, Twitter offers

12. #TBMS14
• Consistent delivery of product
• Remind by sustaining messages, offers
• PR and social are excellent strategies

13. #TBMS14
• Harnessing “WOM” power
• All social platforms are maximized
• Get to know your advocates and
clone them

14. #TBMS14
Summary
• Do I have a “Why” for my brand?
• Does it have sufficient awareness?
• Have I made a strong case for it?
• Is there a reason to try it?
• Can my brand live up to expectations?
• Am I reinforcing purchase behavior?

15. Q&A
Thank you