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Chevron Project Transform  Marketing Overview March 3, 2011
Agenda <ul><li>Your 2011 Marketing Questions or Challenges? </li></ul><ul><li>Overview of MarketSense </li></ul><ul><li>Br...
What’s your biggest marketing challenge?
About Us <ul><li>Established in 1989 </li></ul><ul><li>National client base  </li></ul><ul><li>Own facility near Chicago  ...
Our Clients
Closed loop services <ul><li>Brand Management  </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Promise </li></ul></ul><ul...
Closed loop services <ul><li>Marketing </li></ul><ul><li>Communications </li></ul><ul><li>Online </li></ul><ul><ul><li>Web...
Closed loop services <ul><li>Sales Support </li></ul><ul><li>Response management </li></ul><ul><ul><li>Data capture </li><...
Do you start most days with a price race to the bottom?
<ul><li>Getting beyond price-only selling starts with your  </li></ul>
Which functions like: Specifically here: Your customer Your brand is an idea living here: Your customer
Your brand is your customer’s  GUT FEELING about your product, service or company.  ~Marty Neumeier   Author of  Zag
So What?!
So What <ul><li>Creative  beyond the creative department </li></ul><ul><li>Technology  is in our DNA </li></ul><ul><li>Sal...
 
So What <ul><li>Creative  beyond the creative department </li></ul><ul><li>Technology  is in our DNA </li></ul><ul><li>Sal...
<ul><li>Every 2 days we create </li></ul><ul><li>more information </li></ul><ul><li>than we did from the dawn </li></ul><u...
So What <ul><li>Creative  beyond the creative department </li></ul><ul><li>Technology  is in our DNA </li></ul><ul><li>Sal...
<ul><li>Every 2 days we create </li></ul><ul><li>more information </li></ul><ul><li>than we did from the dawn </li></ul><u...
<ul><li>Beyond “Price-only” sell starts with your brand </li></ul><ul><li>Your brand lives in the customers “gut feeling” ...
Our Branding Process
 
Minds of the Marketplace Project Transform
Branding Development Milestones Stakeholder Interviews/Surveys 3 weeks Data Distillation 1 week Collaborative Consensus 1 ...
Sealy Global Hospitality Branding Case Study
Guest Satisfaction
 
Hospitality brochure
Trade ads
Website
Trade show booth
Sales presentations
<ul><li>Counter cards </li></ul><ul><li>Pillow cards </li></ul><ul><li>In-room tent cards </li></ul><ul><li>Door hangars <...
Sealy Global Hospitality Marketing Program
Customer and prospect engagement
Sealy database
Targeted eNewsletters
Key account targeting
Promotional mailings
Birthday Card
Public Relations
Sales tools
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Chevron_MarketSense

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Chevron_MarketSense

  1. 1. Chevron Project Transform Marketing Overview March 3, 2011
  2. 2. Agenda <ul><li>Your 2011 Marketing Questions or Challenges? </li></ul><ul><li>Overview of MarketSense </li></ul><ul><li>Branding 101 </li></ul><ul><li>Review </li></ul><ul><li>Follow-up and Deliverables </li></ul>
  3. 3. What’s your biggest marketing challenge?
  4. 4. About Us <ul><li>Established in 1989 </li></ul><ul><li>National client base </li></ul><ul><li>Own facility near Chicago </li></ul><ul><li>All services delivered in house </li></ul><ul><li>5 year BtoB Magazine “Top Agencies” </li></ul>
  5. 5. Our Clients
  6. 6. Closed loop services <ul><li>Brand Management </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Promise </li></ul></ul><ul><ul><li>Position </li></ul></ul><ul><ul><li>Character </li></ul></ul><ul><li>Messaging </li></ul><ul><ul><li>Copy tone </li></ul></ul><ul><ul><li>Graphics </li></ul></ul><ul><li>Collateral development </li></ul>
  7. 7. Closed loop services <ul><li>Marketing </li></ul><ul><li>Communications </li></ul><ul><li>Online </li></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Viral and social media </li></ul></ul><ul><ul><li>SEO / SEM </li></ul></ul><ul><ul><li>Banners / sponsorships </li></ul></ul><ul><ul><li>Content aggregation </li></ul></ul><ul><li>Offline </li></ul><ul><ul><li>Database e & postal mail </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Show support </li></ul></ul><ul><ul><li>Traditional advertising </li></ul></ul>
  8. 8. Closed loop services <ul><li>Sales Support </li></ul><ul><li>Response management </li></ul><ul><ul><li>Data capture </li></ul></ul><ul><ul><li>Qualification and scoring </li></ul></ul><ul><ul><li>Fulfillment </li></ul></ul><ul><ul><li>Distribution to field </li></ul></ul><ul><ul><li>Updates and reporting </li></ul></ul><ul><ul><li>Lead nurturing </li></ul></ul><ul><li>Telemarketing </li></ul><ul><li>Data management </li></ul><ul><li>Channel management </li></ul>
  9. 9. Do you start most days with a price race to the bottom?
  10. 10. <ul><li>Getting beyond price-only selling starts with your </li></ul>
  11. 11. Which functions like: Specifically here: Your customer Your brand is an idea living here: Your customer
  12. 12. Your brand is your customer’s GUT FEELING about your product, service or company. ~Marty Neumeier Author of Zag
  13. 13. So What?!
  14. 14. So What <ul><li>Creative beyond the creative department </li></ul><ul><li>Technology is in our DNA </li></ul><ul><li>Sales results are why we exist </li></ul>Differentiation
  15. 16. So What <ul><li>Creative beyond the creative department </li></ul><ul><li>Technology is in our DNA </li></ul><ul><li>Sales results are why we exist </li></ul>Simplicity
  16. 17. <ul><li>Every 2 days we create </li></ul><ul><li>more information </li></ul><ul><li>than we did from the dawn </li></ul><ul><li>of civilization to 2003. </li></ul>
  17. 18. So What <ul><li>Creative beyond the creative department </li></ul><ul><li>Technology is in our DNA </li></ul><ul><li>Sales results are why we exist </li></ul>Resonance
  18. 19. <ul><li>Every 2 days we create </li></ul><ul><li>more information </li></ul><ul><li>than we did from the dawn </li></ul><ul><li>of civilization to 2003. </li></ul>
  19. 20. <ul><li>Beyond “Price-only” sell starts with your brand </li></ul><ul><li>Your brand lives in the customers “gut feeling” </li></ul><ul><li>Differentiation, Simplicity, Resonance are the keys. </li></ul>
  20. 21. Our Branding Process
  21. 23. Minds of the Marketplace Project Transform
  22. 24. Branding Development Milestones Stakeholder Interviews/Surveys 3 weeks Data Distillation 1 week Collaborative Consensus 1 week Brand Definition 1 week Creative Development 3 weeks Creative Refinement 1 week Roll-out Ongoing
  23. 25. Sealy Global Hospitality Branding Case Study
  24. 26. Guest Satisfaction
  25. 28. Hospitality brochure
  26. 29. Trade ads
  27. 30. Website
  28. 31. Trade show booth
  29. 32. Sales presentations
  30. 33. <ul><li>Counter cards </li></ul><ul><li>Pillow cards </li></ul><ul><li>In-room tent cards </li></ul><ul><li>Door hangars </li></ul><ul><li>Portfolio sheets </li></ul><ul><li>Guest comment cards </li></ul><ul><li>Keycards </li></ul><ul><li>Option to co-brand </li></ul>Co-marketing materials
  31. 34. Sealy Global Hospitality Marketing Program
  32. 35. Customer and prospect engagement
  33. 36. Sealy database
  34. 37. Targeted eNewsletters
  35. 38. Key account targeting
  36. 39. Promotional mailings
  37. 40. Birthday Card
  38. 41. Public Relations
  39. 42. Sales tools

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