Getting The Word Out - Promoting Your Brand


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  • BCOM HR & IB Alumni Relations Manager, Students & Young Alumni - Foster a culture of engagement among students and young alumni
  • New promotions tactics need to be looked at on an individual case-by-case basis. We already market programs the same way, so why continue to promote that?
  • How to ruin your celebrity career (top 10)
  • Branding vs Marketing What’s the difference?
  • Symbolic constructs that represent the brand. They set a a visual expectation. Quality, unique, set the tone. Corporate. Untouchable. (Examples from audience).
  • Anyone recognize this event? Who puts it on? How do you know that? Collection of experiences and associations related to a service, person or entity. Connect to me on a personal level. Not fake or contrived. Shared with people like me. Full experience – from seeing a poster, to registering, to participating, to organizing, to coming back. What are some other great examples of brand experiences on campus? – Totem Football; Nitobe Garden
  • Great brands are different. Don’t be the tallest giraffe – everyone is playing that game. Be the fattest giraffe. Many of you are competing for similar attention – orientations, student leaders.
  • Who your brand is just as important as what your brand is? Facebook is a great representation of this in action. You find out about events by being affiliated to people, and they invite you to things. They say “I am going to this event” or “I joined this group” and invite you to as well.
  • Hiring great brand stewards allows you to put a face to a brand. We can recognize them. Brands are prestine. Perfect. Untouchable. People are ugly. They make mistakes. And I can relate to that.
  • Spikey hair, vest, running shoes – active iPod and mac – tech savy, trendy Love to blog and be on social media Creative – thinking outside the box Bold – kind of
  • Wondering how this relates to me? You control the biggest part of the brand – the interactions piece. You set the stage for either a positive or negative interaction with the program or event.
  • After you have your brand, you know the people you are trying to attract, it’s time to promote it. Fits in with business communications really well.
  • It all starts with awareness and you need to have a great brand to raise awareness.
  • This is where social media fits in. Different tools for different uses. Think about the shiny new car factor. Don’t give in to the hot new sports car! Let your users contribute as much as you do.
  • What stories do you want to share? What experiences would be worth highlighting?
  • Make it easy. Be good stewards of your brands. Don’t get attracted to the shiny things. Provide great customer service. Think differently about how you market and who markets for you.
  • Getting The Word Out - Promoting Your Brand

    1. 1. Getting the word out Brand Promotion Edition Getting the word out
    2. 2. Session Rules <ul><li>Don’t talk to your neighbour </li></ul><ul><li>Don’t speak up </li></ul><ul><li>Don’t get sidetracked </li></ul><ul><li>Don’t repeat what is said in this room (no blogs, tweets, or status updates) </li></ul>Intro Brand Mrkting End
    3. 3. Session Rulez <ul><li>Be collaborative </li></ul><ul><li>Be respectful </li></ul><ul><li>Be engaged </li></ul><ul><li>Be generous </li></ul>Intro Brand Mrkting End
    4. 4. Your concluding thoughts Intro Brand Mrkting End
    5. 5. Who is this guy? Intro Brand Mrkting End
    6. 6. And you? <ul><li>Hi Matt. My name is ______ and I’m here to learn how to promote _______. </li></ul><ul><li>Oh – and fyi – I have the best summer job out of anyone here because _______. </li></ul>Intro Brand Mrkting End
    7. 7. Missed Conception <ul><li>You’re not here to learn how to promote a program or event. </li></ul><ul><li>You’re here to promote an experience. </li></ul>Intro Brand Mrkting End
    8. 8. Goals of the session <ul><li>Understand difference between brand promotion and marketing </li></ul><ul><li>Become brand-ividuals </li></ul><ul><li>Gain perspectives you can apply now and later </li></ul>Intro Brand Mrkting End
    9. 9. Creative Juice Warm-up Intro Brand Mrkting End
    10. 10. The Ultimate Showdown Intro Brand Mrkting End
    11. 11. Brand = Imagery Intro Brand Mrkting End
    12. 12. Brand = Experience Intro Brand Mrkting End
    13. 13. Intro Brand Mrkting End
    14. 14. Brand + Individual Intro Brand Mrkting End
    15. 15. Brand-ividuals Intro Brand Mrkting End
    16. 16. Intro Brand Mrkting End
    17. 17. I’m bloggin’ it! Be bold! Intro Brand Mrkting End
    18. 18. Intro Brand Mrkting End
    19. 19. Customer Experience Path <ul><li>Customer: Participant / Organizer </li></ul><ul><li>First interaction with the brand </li></ul><ul><ul><li>Where did it happen? </li></ul></ul><ul><ul><li>What is it about? </li></ul></ul><ul><ul><li>What did they learn? </li></ul></ul><ul><ul><li>Who told them this info? </li></ul></ul><ul><li>What is the follow-up? </li></ul>Intro Brand Mrkting End
    20. 20. Is it time?
    21. 21. Got a brand, now what? Intro Brand Mrkting End
    22. 22. Intro Brand Mrkting End
    23. 23. Intro Brand Mrkting End
    24. 24. Storytelling Intro Brand Mrkting End
    25. 25. Information Sharing Intro Brand Mrkting End
    26. 26. Connecting Intro Brand Mrkting End
    27. 27. Integration is key Intro Brand Mrkting End
    28. 28. Your concluding thoughts Intro Brand Mrkting End
    29. 29. Thank you for coming! <ul><li>Never forget to give out gratitude. </li></ul><ul><li>Matt Corker </li></ul><ul><ul><li>Alumni Relations Manager, Students & Young Alumni </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>7-3293 </li></ul></ul><ul><li>Or, for the Millennials in the crowd: </li></ul><ul><ul><li>Facebook me </li></ul></ul><ul><ul><li>Connect on LinkedIn </li></ul></ul><ul><ul><li>Subscribe to my blog </li></ul></ul><ul><ul><li>Check out my website </li></ul></ul><ul><ul><li>Follow me on Twitter </li></ul></ul><ul><ul><li>Join me in Yammering </li></ul></ul>Intro Brand Mrkting End