3. Building a Brand “If you want a better image, try starting with a better reality” Guy Kawasaki
4. Building a Whole Brand Brand information comes from any contact/association from which the customer receives information It includes the messages: You deliberately send Information you don’t send deliberately Your brand has both “body” and “verbal” language
5. Communication ____% of communication consists of body language ____% is expressed through tone of voice ____% is communicated through words 58 35 7
6. How your company got its reputation Synthesized interactions Creates your reputation Interpretation of interactions within their group Is their opinion of you Perceives and Interprets an interaction Based on motivation Generate interactions with Other parties over time Company Customer
7. How you Improve/Manage your Reputation Determine what you want Your Reputation to Be Understand how group Interprets your interactions Create interactions with Each person for desired reputation Understand how each party Interprets your interaction Company Customer
9. Old Way - 4 P’s Product Promotion Pricing Place New Way - SIVA Solve Problems Provide Information Create Value Give Access Basic Marketing
10. Segmentation What is Segmentation? Why do we need Segmentation? What do we do once we have “Segmented the Market” ?
11. Criteria for Segmentation A. IDENTIFIABLE A good segmentation scheme must have the following two characteristics B. ACCESSIBLE 1. MUTUALLY EXCLUSIVE C. RESPONSIVE 2. COLLECTIVELY EXHAUSTIVE D. SIGNIFICANT Count Dollars Not Eyeballs
15. Positioning Statement For [target segment], the [product] [most important claim] because [single most important support] For business travelers, Avis provides the best customer service, because it’s #2 and tries harder.
17. Summary Segmentation is the concept that recognizes diversity in the marketplace. The process of segmenting the market produces clusters of people who are similar Targeting a segment involves the identification of segments to which marketing effort will be directed. Marketers must select targets for which their product will meet a need. Positioning requires designing a company and product image and developing a marketing mix to promote the image to the target segment(s)
37. 1. Capture the attention of your target market with a headline that clearly defines who you are talking to. If you are selling to retirees your headline might be something like, "If you are 65 or older."
38. 2. Identify the problems, symptoms, issues, needs and wants of your target market. You must start with where they are and then move them to the action you want them to take. To continue our example, if you are looking for retired people to volunteer time to a cause your sub-head might read, " And looking for a way to make a difference in the lives of others".
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40. 5. Give your message credibility. This could include testimonials, case studies, or money-back guarantees.
41. 6. Specifically state the action you want the recipient of your message to take. For example, "Pick-up the phone now and call 111-222-3333 to register" is much more likely to lead to action than simply giving a telephone number and assuming that if the person wants to register they will call the number. Whenever possible, you will also want to offer multiple ways for people to take action (i.e. phone, email, fax, regular mail, and website).
51. Bundling Selling two or more products or services at a price that is equal to or lower than the combined prices of the individual products Prix fixe dinners Season tickets Microsoft office Coaching Services E-mail, sessions, newsletter, development plan, etc…
52. How I would launch an Executive Coaching Business
53. My strategy STP Segments /Target: Cat Dealer Executives Peterson Customers Positioning Statement For Caterpillar dealers, Peterson Executive Coaching provides the competitive edge for management development because we have the most qualified coaches who understand the industry.
54. Building a Base of Business Short-term Strategy Web-based Website LinkedIn Facebook Twitter Referrals Colleagues Friends Family Network with other coaches
55. Solve Customer Problems What can you do better than anyone else to solve your target customers problems? Insight? Listening? Results? Service? Availability? Value?
56. Provide Information Become the Expert Write a paper Put it on Website (SEO results) Its your “Call to Action” Its what you leave after a “Sales Call” Break White Paper down into smaller articles Syndicate it into your Target Market Audience Refer to it at end of article – with e-mail address.
57. Marketing Communications Write Articles for Trade Organizations Newsletters Speak and attend Conventions & Tradeshows Write website around target customers Teach College/Community College Demonstrate at target companies
58. Create Value New Grad Coaching 1 session per month Personal Development Plan Unlimited e-mails Quarterly Newsletter 4 -15 minute phone calls $350/month Fast Track Coaching 2 sessions per month Personal Development Plan Unlimited e-mails Quarterly Newsletter 10 -15 minute phone calls Personality Assessment Image Consultation Presentation Skills Training $600/month – 6 months
