1. The Entourage
Getting to know PR fast, for fast moving businesses
Unlocking the power of branding
Keynote Speech and workshop
26 August 2011

2. What Do You Want To Know?
Branding PR
Where branding goes wrong Our traditional PR training
Our new PR training
What’s a brand?
Engaging stakeholders
Why do you need one?
The Step Change PR process
How do they work?
How to create one
Predatory thinking

3. Today...? 2010-11
World first piece of
2010 technology - The Virtual
Board sub-committee, Marketing Strategist
Marketing,
2008
World Education Australia
Youngest ever GM for an
2007 integrated strategic brand
Brand Planning for consultancy
CommSec, The Australian,
Kimberley Clarke 2006
Built the world’s first
2004-06 interactive rugby simulator
Four promotions - running
largest experiential account 2004
in the country Started working for my
2003 first marketing mentors
Started my first real
business in marketing

4. BRANDS WE’VE
HELPED GROW:
© Copyright 2010 All rights reserved by Step Change Communications in perpetuity

5. Which way is the
girl spinning?

6. Find a partner sitting next to you...
Pick an A & B
Paris Bird
in the in the
the spring the hand
xx xxx

8. The focus test for you
1. Who are you?
2. What do you do?
3. Why does it matter?

9. What are some brands
in your world?

10. WHAT ARE SOME BRANDS IN YOUR
WORLD?
The average person is exposed to:
• $6.72 billion advertising spend in Aus*
• Over 1,000,000 branded message a year
• 3,000 branded message each day
• Only notice 80
• React to 10
• 57% are remembered negatively
*BrianWave Connection, UK, 2004
*Neilsen data 2006

11. Obscurity is
our greatest risk!

12. What’s a brand?

13. A brand is not
A brand is not a synonym for a product or service

14. “A brand is a set of differentiating promises
that link a product to its customers.”
- Stuart Agres, Young & Rubicam

15. “... a set of mental associations, held by the
consumer, which add to the perceived value of a
product or service.”
- Kevin Lane Keller (1998)

16. A brand is more than a product
Brand
Organisational
Brand Personality
Associations
Country of Origin Symbols
Product
• Scope
• Attributes
• Quality
• Uses
User Imagery Brand-Customer
Relationships
Self-Expressive
Emotional Benefits
Benefits
Building Strong Brands, David A. Aaker 1996

17. Brands as a clothes hook

18. …most minds are more like this

19. “The way people build brands is in their heads.
We build an image as birds build nests - from scraps and straw we
chance upon”.
- Jeremy Bullmore, Non-Executive Director of WPP

20. Where
branding goes
wrong

21. A bad name doesn’t help things

22. Things might happen to your brand
you can’t control

23. If a brand looks like a duck and swims
like a dog, people will distrust it.

24. Unfortunately this won’t cut it

25. Why do you need one?

26. Somebody else has your money

27. Effective Positioning
- Most wanted man in - First solo trans-pacific air - First man on the - Highest mountain in
the world? crossing? moon? Australia?
Who remembers number 2?
BE A MARKET
LEADER
IN A SMALLER
MARKET

28. Why is branding so hot?
1. People have too many choices and too little time
2. Most offerings have similar quality and features
3. We tend to base our buying choices on trust

29. Brand protection
IT’S EASY TO SEE
WHY
BRAND
IS IMPORTANT:
Brand Protection, The Economist

30. Brand strength
6% PRICE driven purchases 10%:
Utilities
Mineral Water
Apparel
Fuel
BRAND BRAND driven purchases 84%:
Insurance
IMPORTANT Luxury Cars
84% Banks
Perfume
10% } Most sensitive to
economic changes
Source: Milward Brown, BRANDZ UK 2007, 33 categories,
500+ brands, 6000+ consumers

31. Brand strength
6% } Bought for Other
Reasons
59% } Goods bought on
strength of brand
Compromise
25% } between brand and
price
Source: Milward Brown, BRANDZ UK
2007, 33 categories, 500+ brands, 6000+
consumers
10% } Goods bought on
price alone

32. Value to consumers is not
based on price alone
NOT
PRICE RELATED
65%
PRICE RELATED
Source: Milward Brown, BRANDZ UK
2007, 33 categories, 500+ brands, 6000+
consumers
35%

33. Fusing functional and emotional benefits
Case study
+ =
47 TV commercials that had an emotional benefit scored
higher 121 TV commercials with only a functional benefit

34. Why bother with all this
brand business anyway?
Because if you get it right people will love
you for it!

35. How do they work?

36. We’re hardwired to notice only what’s different

39. 5 ways brands can influence consumers
1. A brand can make identical products seem different
2. A brand can set up positive expectations
… which are self-fulfilling
3. A brand can instigate trust and take away risk
4. A brand can inspire loyalty and encourage repeat
purchase
5. A brand can influence the price consumers are willing to pay
Pay more. Buy again. Believe the product is better.
Dave Trott & Murray Chick, CST (UK Advertising Agency)

42. How to create one

43. A philosophy on brand building
The brand lives in the consumer’s mind
Every contact with the consumer affects the brand
Every contact with the brand is a brand building opportunity
Every contact with the brand is a selling opportunity
Every contact is an opportunity to create an experience
TRUE BRAND BUILDING IS MORE THAN JUST MARKETING

44. You build a brand by selling the product in
the most appropriate way
Dave Trott & Murray Chick, CST (UK Advertising Agency)

45. Relevancy
&
Remarkability

46. The B2B Holy Trinity...
RELEVANCY
RECENCY FREQUENCY
8*7$/(
:,/"*&'1(
9%$"71(
;//<1(

47. Remarkable

48. The reason The Beatles were wildly successful
is because “they never did the same thing
ONCE.”

49. How did we apply it?
1. Needed Staff
2. Big agencies had them
3. What’s the strength?
4. What’s the weakness?
5. Time to get predatory!

51. Results
Within 2 weeks
40+ applicants
Over 7000 views
Global coverage on over 25 blogs and sites
Two potential clients walked in the door
Saving on recruitment fees alone: $16.5K
Estimated media value: $135K
Return-on-investment: 60x

52. Marketing’s evolution
FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“What it is?” “What it does?” “What do you feel?” “Who you are?”
1900 1925 1950 2000

53. The golden circles of success
HOW
T
HA
W
W
HY

54. Your business growth plan
MISSION:
CUSTOMERS EXPERIENCE PERSONALITY VISUAL IDENTITY
MISSION KEY MESSAGES EXPERIENCE PERSONALITY
Primaryevery small business the
Secondary Makes customers feel
To give 1. We actually work on plan with you • Challenging
like they know the big
marketing and communications 2. Proven, big brand experience secret and reassured • Strategic
opportunities that were once only 3. The World’s most powerful marketing tool that they’ve got the • Experienced
available to big business 4. Simplest, quickest, most effective
best
VALUE STATEMENTS: Your top key messages as complete thoughts of the greatest value
CUSTOMER VALUE PROPOSITION
COMPETITORS PREDATORY POSITIONING
ADVERTISING LINE
Big Secrets, Big Growth
ADVERTISING LINE
© Copyright 2010 All rights r eser ved by St ep Change Marketing in perpetuit y

55. PREDATORY THINKING

56. PREDATORY POSITIONING - Predatory ThinkingTM
Identify the weakness that arises
out of your competitor’s greatest
strength
Avoid merely looking for parity
Focus on relative strengths
INFLICTS THE GREATEST DAMAGE AND MAKES RESPONSE DIFFICULT

57. REPOSITION THE
COMPETITION
VS
3.2 grams of sugar 32 grams of sugar
NUTRITION IRON MAN FOOD
WEET-BIX >> ORANGE JUICE >> DONUT >> CHOCOLATE CAKE >> NUTRI-GRAIN
10 DAYS, $1 MILLION MEDIA, $50 MILLION TO BOTTOM-LINE

58. Your
turn!
© Copyright 2010 All rights r eser ved by St ep Change Marketing in perpetuit y

59. 12 : PRE DATORY P OSITIONING
WHY YOU NEED IT
AND HOW TO USE IT
Brand Positioning is the ‘rung’ in your
OUR EXAMPLE I N S P I R AT I O N
customer’s mind that you wish to own. WHAT ARE YOUR COMPETITORS’ GREATEST STRENGTHS?
It’s the single thought from your value Well-established, “seen” to be authorities on
proposition that you currently want to
communicate that means your customers
marketing and they have “all the answers”
vs
will remember you and want to deal with WHAT ARE THE WEAKNESSES THAT ARISE FROM
you. THEIR STRENGTHS?
They’re scared and defensive and try to “protect” their CONSISTENCY HAVE IT YOUR WAY
Identify the weakness that arises out knowledge
of your competitor’s greatest
strength PREDATORY POSITIONING
Sharing the secrets of maximum marketing leverage
vs
Avoid merely looking for parity
USED BY ATHLETES
BECAUSE THEY
MASSIVE BUDGETS
If you can ‘position’ yourself REALLY WORK
against your competitor’s
greatest strength you inflict
the greatest damage and
make response most difficult
vs
NUTRITION IRON MAN FOOD

60. WHAT ARE YOUR COMPETITORS’
GREATEST STRENGTHS?
(see Competitive Environment p09)
WHAT ARE THE WEAKNESSES THAT
ARISE FROM THEIR STRENGTHS?
YOUR PREDATORY POSITIONING
(see Customer Value Proposition p25)
07 CUSTOMER
EXPERIENCE 08 BRAND
PERSONALITY 09 VISUAL
IDENTITY 10 CUSTOMER VALUE
PROPOSITION 11 ADDING
THE POLISH 12 PREDATORY
POSITIONING 13 BUSINESS
GROWTH PLAN

61. PR

62. Time to
reverse
engineer
© Copyright 2011 All rights r eser ved by St ep Change Marketing in perpetuit y

63. Our
OUR TRADITIONAL TRAINING
traditional
training

64. Our
OUR TRADITIONAL TRAINING
traditional
training
“PR should always
come before paid
advertising
wherever possible”
TIMING as well as
SPEND priority

65. The ABCs of a Press Release
A. who - to and from

66. The ABCs of a Press Release
B. what, why & when

67. The ABCs of a Press Release
C. to the point

68. At your disposal
PR releases
Global: openpr.com (free) /
prweb.com
Australia: ozmedia.com.au/
aapmedianet.com.au
Radio Interviews
2GB Small Business Program
www.cbaa.org.au
TV Interviews
Morning shows: Sunrise, Today
Evening shows: Today Tonight, 60 minutes (specialist)
Editorial Writing
Magazines
Newspapers
Ezines, Ebooks, Newsletters

69. Speaking Events
Industry events
Networking events
Special events and product
introductions
Seminars (guest speak at JV
opportunities)
Networking Opportunities
Business SWAP
Business Network International (BNI)
Chambers of Commerce

70. Engaging stakeholders
and measuring success in
a new age of media

71. A FEW CHANGES AROUND PR...
I suggest we tit for tat
through this section

72. The definition has changed
“Public relations (PR) is the practice of managing the communication between
an organisation and its publics. Public relations gains an organisation or
individual exposure to their audiences using topics of public interest and news
items that do not require direct payment Because public relations places
exposure in credible third-party outlets, it offers a third-party legitimacy that
advertising does not have. Common activities include speaking at
conferences, working with the press, and employee communication.”
WIKIPEDIA 2009
to
Google’s Top Entry, 2009...
“a promotion intended to create goodwill for a person or institution”

73. The conversation has changed
I just need a
big idea and I don’t
care where it comes We can’t
from just think in terms
of PR and hope to
survive

74. THE CONTEXT HAS CHANGED
ROI vs ROO

75. THE PLAYERS HAVE CHANGED

76. Distribution has changed

77. “PRs urged: Send us your giant
emails - plain text journalism is dead”
http://mumbrella.com.au/prs-urged-send-us-your-giant-emails-plain-text-journalism-is-dead-9430

79. Using content to engage
ROO: start with a clear
objective that you can
measure the return on.
Creation Assets: review
your creation assets:
Channel assets: these might be
owned, earned, and paid
Participation strategy:
when building a mouse-
trap leave room for the
mouse.
Propagation strategy.
who's best to share your
content?

80. Who’s doing it well
A Few examples we found memorable:

81. Viral PR

82. THE NEW WAY

83. THE NEW WAY

84. SOME EXAMPLES
Estimated media coverage is
valued at approximately AUD
$332* million.

85. WHY WILL TONY HSIEH GIVE YOU $1000 TO QUIT?
$1,000,000,000 USD

86. Eric the Circle

87. “Sometimes 140 characters just isn’t enough. Eric
the Circle provides a common language for people
to share their thoughts and ideas. it’s kind of like
‘visual tweeting’ for the age of social creativity”

92. ROO
•Beta test successful
•Global PR coverage in media and blogs
•10s of thousands of visitors
•over 1000 creations
•Deals with publishers and syndicators

93. Our new training
OUR NEW TRAINING...
I suggest we tit for tat
through this section

94. Our Social Media Model

95. POET SE
M
Traffic Dat
ab
-SM ase
S
SEO -ED
M
Adwo
rds Engage
ki Ga Bl
Wi me
s og
gi
ng
em y
Objective
ns
t
tis pla
en
tio
ver Dis
tr a
Co
Lo
ns
Ad line
nt
Sell
ng
Educate
mo
en
Micro
On
De
Sh
t
or
Empower
t
Entertain
People
blo
Surveys
Creating
gging
Sponsorship
Reviewing Test/Trial
Creation
Research Rating
Joining
Sharing
Observe
Consuming
Tes
Inactive
rals
Feedback Listen
me cial
t
dia
imo
So
ps
er
nial
Ap
Ref
Protect/ Crowd source
e
bil
s
Mo
- ideas
Defend/ - content s
et
MEDIA Co
m
m
Diffuse W
idg MODE
Sy un
w s
• Owned nd ity
• Computer
Ne
ic s
at etition
/
Forums
ion Comp
PR
• Earned • Mobile
at e
• Paid Social Affili • Media
Bookmarking centre

96. !"#$%&'()*$%
!"#!$"
#%&"'()*"
"+,-,"."+(
(/-00)'
1? 9? 7#')-$5."6)-5 5
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!-/(+"/7A)!7 9; %34)+,5-6*"/()7)+, <9 !/-'()'-$
.-/8"()+,5!$-+ 12

97. There’s a reason POET
doesn’t focus on
technology

98. e te nt
r vic on
e eC
e rS o urc
m dS ion
iki
to ow rat
W
s
Cu Cr o
ll ab on tent
Co &C
Comment
ts
u men
Doc SMS/Voice
tings
Livecasting
ws & Ra
Vid
ps
eo
Revie
Ap
ps
e M
Ap
on us
ic
k
iPh
oo
ms
ce b
Pi
n ru
Fa
ctu
tio Fo
So
re
s
cia
a c
l
Lo
Bo
okm
ts
LifeStreams
n
ve E
ark
Socia
s
s em
osyst
er Ec
C
Twitt
ura
l Ne
Bl
og
Bl
ted
Micro Media og
twork
Co Blog P om C
Ne
nv latfo
m
er rms
sa two
u
s
ni
tio
rks
tie
ns
s

99. Social Media Checklist
Update you
r Linkedin pr
ofiles
Consider Tw
itter if REL
EVANT
Have a You
tube A/V s
trategy
Start Face
book fan pa
ge if RELEV
Keep your ANT
keyword st
rategy TIGH
T
and CONSIS
TENT!

100. The Step Change PR process

101. Sentiment sway from ‘friendlies’
Publish
Story/
‘Exclusive’ given first priority link from Owned media
Strategy Content/ media distribution point. “We media Send link, use as credibility uses link, goes
Media need to PR this for business house
reasons, but we can ensure live
that your press hits our desk
before we release it to the
Test world”
Headlines
Wait a few days and follow up with
alternative angle/content for other relevant
distribution points using link as credibility
point.
- Interview
- New story
- Video content
- Results
- Trials
Less work, better results, longevity of
campaign, best bang for buck

102. Your
turn!
© Copyright 2010 All rights r eser ved by St ep Change Marketing in perpetuit y

103. 04: PU BLIC RELATIONS
Once you’ve leveraged everything you own, and before
you turn to paid advertising, let's explore all options to get INSPIR ATION
free publicity. STRAWBERRY HEARTS
At a time when the average strawberry cost 25c each, one innovative Australian
Select a core message or messages (no more than two) farmer was attracting major buyers and a market price of $4 each. He also
achieved national news coverage in print, online and TV by producing the World's
that you want to get across in each channel. first heart-shaped strawberries. The process was as simple as using heart
shaped moulds and the result was truly remarkable!
EAGLE BOYS PIZZA
CHECKLIST: WATCH-OUTS: Eagle Boys Pizza cleverly rode the wave of PR generated by their category leader, Pizza
First make sure the media outlet
Hut, when they publicly took aim at the quality of Eagle Boys pizza. A clever PR campaign
or PR channel is relevant to the You generally have no control over what
positioned Eagle Boys as the only all-Australian owned pizza company.
audience you are trying to ultimately gets published, or if it gets
engage. This works on two levels: published. However, make sure you put a
positive spin on it and be prepared to
RED BOX (US)
1) Geographical - is it a global, answer every question thrown at you.
Offering FREE movie rental from their DVD vending machines achieved massive
regional or local opportunity
If you’re making specific product or PR coverage across America, but also overcame the confusion over the
you are seeking?
service claims, make sure you can back machines’ use, with many PR based demos.
2) Audience relevance - if you are them up!
KRYPTONITE LOCKS
trying to reach a young
In 2004, Kryptonite Locks experienced a crisis when a video surfaced showing
audience then you need youth
media.
HOW TO USE IT someone unpicking their lock with a BIC pen. The story was posted to a forum. It was
immediately picked up by bloggers and spread like a virus around the web, reaching
This is one of the most cost effective thousands of social media users in a matter of hours. Kryptonite offered a Lock
and credible forms of marketing. Exchange Program 10 days after they discovered the crisis.
Make it newsworthy, interesting
and relevant to the audience who All good, right?
Whenever you have new news or
are engaging with the media. Yet to this day, if you search Kryptonite Locks, the SERPs (Search Engine Results Page)
something to say you should aim to
shows videos of the lock being hacked. By monitoring their brand online they could have
leverage free PR wherever possible, in a
discovered it earlier and acted sooner online.
relevant way and to an audience that is
relevant to your business.
TOYOTA
REMEMBER
The players have changed! Toyota are courting blogger’s instead of journalists for
Build and nurture your media relationships the motor shows in a new global strategy for a new media environment.

104. WHAT MEDIA 1) GLOBAL
WHAT'S YOUR STORY WHO'D BE INTERESTED? NEXT STEP RANK
GLOBAL
DO THEY USE? PR via online aggregator
services eg. www.openpr.com,
www.prweb.com
2) REGIONAL
Television news services or
locally-produced lifestyle-based
programming - interviews
Radio (commercial or mainstream )
REGIONAL
interviews
Editorial in national/city-based
newspapers
Editorial in national/city-based magazines
Content within JV partner newsletters
Flyers with JV partners that offer
complementary services
Flyers on community services/notice boards
Speaking at:
- local events
LOCAL
- industry events
- networking events
- specialist events and product introductions
- seminars (as a guest speaker at JV partner
events)
Australian PR engines eg. www.ozmedia.com.au
and www.aapmedianet.com.au
3) LOCAL
Networking opportunities, such as:
- Business SWAP
- Business Network International (BNI)
- Chamber of Commerce
Editorial in local community-based newspapers
Editorial in local community-based magazines
Interviews with local community radio stations

105. Your facilitator
Jeff Cooper
Step Change Marketing
We use marketing to give businesses the leverage they need to grow.
For marketing leverage to work in today’s marketplace there are two key elements: TALKABILITY – having a brand story that’s worth talking
about, and SHARABILITY – being able to touch your customers at the right time, move them to a desired outcome and inspire them to share
your message.
We have full service communications capabilities, but specialise as a strategic planning consultancy. We prefer working with clients who are in
a growth phase or looking to make a 'step change'.
Our two main products are Business Growth Plans and Practical Marketing Plans -­ both delivered in collaborative workshops with clients in the
room. We also run bespoke workshops focusing in on the power of collaborative creativity for innovative solutions to marketing challenges.
Our promise around creativity is better ideas, sooner and for less – and our clients seem to enjoy it.
Jeff Cooper
General Manager
0415 954 062
jeff@stepchnagemarketing.com

106. Join us on Linkedin - just google Jeffrey Cooper
Try The Virtual Marketing Strategist -
www.thevirtualmarketingstrategist.com
Check out our YouTube channel
“Step Change Marketing”

107. Thank
you
© Copyright 2011 All rights r eser ved by St ep Change Marketing in perpetuit y