It is imperative to have a great marketing strategy, but it is not the same as a marketing plan. In our seminar we discuss the difference and how to create a brand strategy, marketing strategy and inbound marketing plan.

1. Andy Halko
@andyhalko
THE BRAND GAP +
ACUTE INTEGRATE MARKETING SYSTEM
Insivia
@insivia

2. THINK SMART. ACT BOLD.
A Digital Agency for CRE + AEC Firms
DIGITAL
BUSINESS
Engaging prospects, customers,
partners, employees, candidates and
investors through digital solutions.
Websites + Interactive
Portals, Apps + Integrations
Video + Animation
STRATEGIC
CONSULTING
Organizational vision, lead generation
strategy & campaign development
to drive top line growth.
Market + Audience Analysis
Vision + Strategic Consulting
Branding + Identity
INBOUND
MARKETING
Lead generation and referral tactics built
upon expert strategies and focused on
constant improvement.
Tactical Planning
Marketing Campaigns
Conversion Optimization

3. THE
BRAND
GAP

4. CORE ELEMENTS OF YOUR BRAND
VALUE
PROPOSITIONS
Be different.
BRAND
VOICE
Sound different.
POSITIONING
STATEMENTS
Talk consistently.
BRAND
IDENTITY
Impress quickly.

5. VALUE PROPOSITIONS
An innovation, service, or feature intended to make
a company or product attractive to customers.
MAKE THEM
UNIQUE
The real power of value
propositions is that set you apart
in the market from everyone else.
KEEP THEM
INTERNAL
These should really be a
foundation and barometer used
internally and less externally.
ALWAYS
LIVE THEM
Value propositions should be used
across marketing, sales, product
development and strategy.

6. VALUE PROPOSITIONS EXERCISE
Step 1: List Buying Factors
1
2
3
4
5
6
7
8
9
10
BENEFITS
What your service or product does to make your
customer’s life easier by increasing pleasure or
decreasing pain.
FEATURES
Attributes of your services, deliverable or product.
EXPERIENCES
How working with you or your product makes a
customer feel.
Customer Service
Security
Ease Of Use
Integrations
Mobile Version
White Labeling

7. VALUE PROPOSITIONS EXERCISE
Customer
Service
Security
Ease of Use
Integrations
Mobile
White
Labeled
You
Comp Grp 1
Comp Grp 1
Step 2: Plot Strategy Canvas

8. VALUE PROPOSITIONS EXERCISE
Customer
Service
Security
Ease of Use
Integrations
Mobile
White
Labeled
You
Comp Grp 1
Comp Grp 1
Legal
Focused
Step 3: Raise, Reduce, Eliminate & Create

9. VALUE PROPOSITIONS EXERCISE
Step 4: Define & Detail Value Props
SECURITY
We provide the highest level of security through a 5-star industry rated program.
INTEGRATIONS
With over 30 integrations and more being launched each month, we provide ultimate flexibility.
LEGAL FOCUS
We’ve developed specialized features to help legal professionals and teams excel.

10. BRAND VOICE FRAMEWORK
PERSONA
Playful
Inspiring
Casual
Authoritative
Warm
Professional
TONE
Authentic
Honest
Humble
Personal
Direct
Academic
Witty
LANGUAGE
Simple
Savvy
Jargon-filled
Fun
Serious
Whimsical
PURPOSE
Inform
Educate
Engage
Amuse
Impress
Motivate
Promote
Entertain

11. POSITIONING STATEMENTS
A positioning statement is an expression of how a given
product, service or brand fills a particular consumer need
in a way that its competitors don’t.
CLEAR +
CONCISE
Keeping your positioning
statement clear and concise
ensures you have a message
everyone gets.
INTERNAL +
EXTERNAL
While they can be used externally,
the should really be a foundation
and barometer internally.
KEY
ELEMENTS
Utilizing your audience and value
propositions, your position brings
much of your brand together.

12. POSITIONING EXERCISE
For [target audiences / segments],
our [company / product]
is the [frame or reference / what we do]
that [rational / emotional benefit or promise]
because [reasons to believe promise].
Step 1: The Formulaic Statement.
For creative individuals, Apple Computers
is the technology product that allows you to
express your creativity because they look
and feel different, but are highly connected
and intuitive.

13. POSITIONING EXERCISE
Well, you know when [problem]?
Our [fix].
As a result [outcome].
Step 2: Problem-Fix-Outcome Statement.
Well, you know when you need to get a ride
somewhere and you call a taxi, it always ends up
costing more than you thought it would?
Our app lets regular people bid against one
another to give you a ride at a fixed price in their
own car.
As a result, you know right up front exactly how
much it will cost and that you're getting the best
possible deal.

14. POSITIONING EXERCISE
Step 3: Simplicity + A Little Voice
In the end, just look at it and ask yourself, “Does this sound like us?”
The only motorcycle manufacturer that makes
big, loud motorcycles for macho guys (and
“macho wannabes”) mostly in the United
States who want to join a gang of cowboys in
an era of decreasing personal freedom.

15. BRAND IDENTITY
Where your value propositions, voice and
positioning meet the world.
IDENTITY
The visual feel - fonts, colors,
images, logos and other visuals
that exemplify the position and
voice.
SLOGANS
Slogans are not just what goes
under the logo, they often are the
main messages that catch
attention across marketing &
sales.
MESSAGES
Messaging is the deeper content
that provides information. Often
there is a separation between
marketing messages and sales
messages.

16. KEY MESSAGES
Value propositions and
positioning statements
utilize your voice to
create key messages.
Key messages are utilized across all aspects of
marketing - from website and advertising
headlines to emails and proposals.
Developing key messages for the organization
give all external communications consistency.
First, key messages provide the nuance for your team to
expand value propositions and positioning statements.
Second, they provide examples of how your voice is
utilized to create a sound to your brand.
And lastly, they help make creation of materials quick
and consistent for everyone.

17. EVANGELIZING
THE BRAND

18. INTERNAL COMMUNICATION

19. MARKETING + SALES BIBLE
Create A Brand Guide
A great tool to hand out to new
employees or even share with potential
customers, your brand book creates the
narrative, guidelines and nuance for
everything about your company.

20. TARGETING

21. THE FUNNEL w
CAN HAVE `
HUGE `
IMPACT `

22. BAD TARGETS
Look at profit, scalability
and growth potential to
define bad targets.

24. ENVISION
POSTER

25. MARKETING STRATEGY VS MARKETING PLAN
Marketing Strategy
Bridging your core brand elements such as
value props, positioning, voice and identity to
your narrowed target audiences.
Marketing Plan
A detailed tactical guide that describes
channels, actions, integrations and KPIs over
a determined period of time.

26. FUNNEL STAGES
Close
Nurture
Conversion
Engagement
Awareness
A lead is transitioned from a Marketing
Qualified Lead to a Sales Qualified Lead.
Marketing Qualified Lead
Anyone within your marketing ecosystem - connected to
you on social platforms, on mailing lists or in automation
segments.
Sales Qualified Lead
A prospect that has graduated from a MQL and has not
yet become a client.

27. REVENUE ROADMAP

28. CONVERSION
Landing pages and conversion are the
center point of a successful campaign.
Low Commitment Conversions
Newsletters and downloads are low commitment.
Medium Commitment Conversions
Webinars and tools are great mid-level conversions.
High Commitment Conversions
Forms and calls are high commitment for visitors.
Include a multiple levels of commitment to be
successful.

29. PAINS + ACQUISITION MOMENTS
Pains
Understanding your customer’s pains (part of
your persona), is a key to developing quality
conversion points.
Acquisition Moments
Look for the drivers and moments when a
target customer is looking to research or
select your services.
Conversion hinges of providing value and with low
commitment and high engagement.

30. STRUCTURE OF A PLAN

31. KPIs
Metrics define our success and bad metrics provide
misinformation to hurt our campaigns.
HARD
KPIs
Metrics that are the end result of
marketing campaigns before sales
and revenue.
Contact Form
Call
Purchase
SOFT
KPIs
Metrics that describe your
audience reach and total
marketing ecosystem.
E-Mail List Size
Social Followers
Segment Size
LEADING
INDICATORS
Metrics that provide indication
towards soft and hard KPIs and
their change impacts the others.
Visits
Bounce Rate
Open Rate

32. Measure, Test, Assess + Optimize

33. Cost Per Lead Curve
Optimize
Our amazing team of marketers,
designers and developers work to
make impactful improvements.
Test & Measure
Real data ensures smart
decisions to improve selected
Key Performance Indicators.
Drive ROI
Our retainer allows the time to
optimize CPL. The longer the
campaign runs, the greater the ROI.
STRATEGY IMPLEMENTATION OPTIMIZATION

34. Your Marketing Ecosystem
Define what makes you different
Evangelize your brand
Narrow your focus
Create an end-to-end funnel
Always deliver value
Make your your conversion is right first
Measure, test and optimize

35. WE JUST SCRATCHED THE SURFACE
WHAT QUESTIONS
DO YOU HAVE?
Andy Halko
@andyhalko
Insivia
@insivia
Get the slides at
insivia.com/the-brand-gap-presentation

36. RADICAL
CANDOR
BONUS TALK

37. RADICAL
CANDOR
CARE
PERSONALLY
OBNOXIOUS
AGGRESSION
(asshole)
MANIPULATIVE
INSINCERITY
(lying asshole)
RUINOUS
EMPATHY
CHALLENGE DIRECTLY