2. Public Relations seeks to build and
maintain a positive reputation for a
business, person, or organization
- Me
Marketing is the conversation you have
with your customers that tells the story
of how your offering will make a
meaningful difference in their lives
- Dr. Jeff Stamp
3. Buy Ads
Increase Gain
Profits Distribution
Sell More
Stuff
The Old Marketing Method is broken
4. Buy Ads
Increase Gain
Profits Distribution
Sell More
Stuff
The Old Marketing Method is broken
5.
6. People see and hear between 1,000 and 3,000
advertising messages every day…
87,600,000 throughout their lives…
7. 76% of consumers don’t believe that
companies tell the truth in advertisements
90% of consumers trust product
recommendations from friends (Nielsen)
67% of consumers identify word of mouth
as the #1 factor in influencing a purchase
(Mckinsey/Thompson Lightstone)
27. Price
• Figure out the ‘sweet spot’
between profit and perception
• NEVER compete only on price
Also Includes: Adoption Costs –
What does the customer ‘give up’ to go with your business?
29. Place
• Where you make transactions
• Online, store, restaurant, house…
Also Includes: The presentation & customer service
30. Place
• Keep it clean
• Be friendly
• Make it efficient
• EXCEED expectations
31. Promotion
• Puts you at the forefront of peoples minds
• Either stimulates a purpose or ensures people
know where to find you when they want to
make a purchase
• Confirms that a customer’s decision to do
business with you was a good idea
Also Includes: Being easy to find; having online ‘real estate,’
40. Brand =
Reputation
A Brand is collectively what people say, feel, and
think about your product, service, or company
41. “Brands are built
on what people
are saying about
you, not what
you’re saying
about yourself”
- Guy Kowasaki
42. Why Does Branding Matter?
1. We have too many choices and little time
2. Our choices are extremely similar
3. We buy from brands we know and trust
43. Buyers are influenced by image
IMAGE is the public’s perception of the business
as learned through advertising, word of
mouth, interaction with the
product/service, etc.
Image, or reputation, is what often
separates a brand and its competitors
46. Building a Strong Brand
1. Quality
Your products must be reliable and exceed expectations
2. Differentiation
You need to stand out from the competition
3. Consistency
Consistent excellence breeds brand loyalty
- These need to be present in everything you do -
47. “A brand is more than a
name or a logo – it is a
promise and a contract
with every customer
with whom you are
dealing. And if people
feel that the offering
does not live up to what
they expect from the
brand, they will decide
to stop buying”
– Richard Branson
48. Creating a Brand Promise
What lasting benefit will you
provide your customers?
What principles are you willing
to lose money to uphold?
Committing to core principles allows
you to focus on the quality of the
product first, marketing second
50. CAMPAIGNING
Changing your core brand message to
fit what you think people want to hear.
Focuses on short term gains
People aren’t sure what to think of you.
[This isn’t a brand]
51. COMMITTING
Building on core principles that don’t change
Marketing for long term company growth
Creates brand loyalty
53. VISUAL IDENTITY
Name, logo, packaging, fonts, website, etc.
Presentation cannot be an afterthought
Must be visually appealing,
recognizable, and used consistently
54. VISUAL IDENTITY
“People attribute personality
to products based on their
appearance and how they interact”
– Reeves and Nass
58. COMMUNICATING YOUR MESSAGE
The medium is NOT the message.
The message is the message.
If you know how to tell your message
in a compelling, effective way, it doesn’t
matter what the medium is
60. COMMUNICATING YOUR MESSAGE
“Our ___________ is the only
__________ that ___________.”
If you don’t have compelling information to fill
in the blanks, you need to focus your message
65. Find Your Niche
The old method tells as many The new method turns the funnel
people as possible, hoping the upside down, targeting a specific
message funnels down their target niche audience with their offering
customer and letting them use it like a
megaphone to tell others.
74. CONSISTENCY
1. You’re message needs to be consistent
with your substance
2. The message needs to be consistent in
content, tone, look, etc. for it to become
memorable
75. CONSISTENCY
Your brand must be consistent no matter
how or where it is being presented
You must present the same experience
every single time for it to build your brand
76. “The reason the Beatles were successful was
because they never did the same thing once”
Hinweis der Redaktion
Traditional advertising = commercials, posters, billboards, etc.It isn’t workingIt costs more and more money for fewer and fewer responses
Examples of companies that sell more than the product. They sell the experienceFocusing on the product also being an advertisement
Someone can always undercut you on price, so don’t get sucked into the trapRemember to address other costs your customers have (further drive, etc.)
SPIN IT! Tell customers why they can’t afford NOT to go with you
- ‘Place’ also includes how your customers see your place of business, how easy it is to purchase something, and how good your customer service is
What are your customers expectations? Now exceed them by just a little, several times throughout the transaction
Be easy to findIt’s about spending time and effort on the right thingsThink like your customers
Immediate RecognitionVisual impact (stands out)PackagingLogo – LOGO RULES. Bad logos, etc.WEB PRESENCEHAVE PRESENTATION RULES
Do you know who you are talking to? Targeting ‘everyone’ is not targeting anyone Focus on a nicheWhat is the profile of your target market? [It’s not ‘everybody’]What does this group care about? What do they spend their time/money on?How are you perceived compared to your competitors?Concerned about price, quality, or image?