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Ida Cheinman
Principal / Creative Director
Substance151
WILL YOU LIKE US?
The New Integrated Marketing For
Professional Se...
THE ERA OF CONTROL
MESSAGE	 CALL US
	+URL/EMAIL
ONE-WAY MARKETING (WE ARE IN CONTROL!)
brand message	 just a few channels	 call to action
FROM CONTROLLED TO COMPELLING
START WITH THE BRAND
Everything in marketing starts with the brand, and stronger brands get
results.
What makes a strong b...
BRAND IS NOT WHAT YOU SAY IT IS. IT’S
WHAT THEY SAY IT IS.
—Marty Neumeier, The Brand Gap
BRAND PLATFORM
»» Purpose and Vision
»» Position and Competitive Advantage
»» Brand Promise
»» Brand Essence
»» Value Prop...
TODAY, MARKETING LEVERAGES
EACH COMMUNICATION CHANNEL’S
INTRINSIC STRENGTHS
THE NEW INTEGRATED MARKETING MODEL
Brands no longer simply speak with consistency, but they leverage
each communication ch...
BRAND BEHAVIOR
»» LinkedIn is a live business networking event.
»» Facebook is a happy hour attended by a group of profess...
SO MANY COMMUNICATION CHANNELS!
Effective IMC relies on knowing your audiences. Ask yourself:
»» What communication channe...
WILL THEY LIKE US?
Three cornerstones common to all channels and essential for
conquering the multifaceted world of today’...
ROADMAP TO SUCCESS
»» Start with a solid foundation: Understand your audiences, create
a strong brand.
»» Develop an authe...
BRAND PERSONALITY WORKSHEET
Casual	 Corporate
	High Energy	 Thoughtful Planners
	Edgy	 Traditional
	 Fun		Serious
	Accessible	 Exclusive
1	2	3	4	5	
1	...
Personality	 Visual Identity & Communication Style
Casual, accessible	 Informal, open, friendly, approachable
Edgy, high e...
410-732-8379
www.substance151.com
brand@substance151.com
Will You Like Us? The New Integrated Marketing for Professional Services
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Will You Like Us? The New Integrated Marketing for Professional Services

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In the past, marketers had full control over when, where, and how to introduce our clients and prospects to our brand and what they’d do next. We laid out our advertising breadcrumbs, and our prospects followed the trail. And it was a clear communication path – from us to them.

Today, one-way communication is behind us, and most professional services brands have fully entered this brave new multi-disciplined, multi-channel, multi-dimensional, complicated world. We know it’s imperative to use many channels to engage our audiences, because we see our audiences engaged across many channels. We’re tweeting, posting, connecting, composing, linking, liking, sharing, following, and pinning our way to… where? This session will help AEC marketers compete and conquer by mapping out the way from “controlled” to “compelling.”

The presentation looks at today’s Integrated Marketing Communications (IMC) model and the ways AEC firms can take advantage of new marketing channels, technologies, and today’s communications culture and marketing environment.

Veröffentlicht in: Marketing
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Will You Like Us? The New Integrated Marketing for Professional Services

  1. 1. Ida Cheinman Principal / Creative Director Substance151 WILL YOU LIKE US? The New Integrated Marketing For Professional Services
  2. 2. THE ERA OF CONTROL
  3. 3. MESSAGE CALL US +URL/EMAIL ONE-WAY MARKETING (WE ARE IN CONTROL!) brand message just a few channels call to action
  4. 4. FROM CONTROLLED TO COMPELLING
  5. 5. START WITH THE BRAND Everything in marketing starts with the brand, and stronger brands get results. What makes a strong brand? »» Differentiating position »» Authentic, appealing personality »» Compelling story »» Relevant and resonant message
  6. 6. BRAND IS NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS. —Marty Neumeier, The Brand Gap
  7. 7. BRAND PLATFORM »» Purpose and Vision »» Position and Competitive Advantage »» Brand Promise »» Brand Essence »» Value Proposition »» Brand Values »» Brand Personality »» Brand Story
  8. 8. TODAY, MARKETING LEVERAGES EACH COMMUNICATION CHANNEL’S INTRINSIC STRENGTHS
  9. 9. THE NEW INTEGRATED MARKETING MODEL Brands no longer simply speak with consistency, but they leverage each communication channel’s intrinsic strengths. The message and voice (brand personality) must match what’s considered acceptable behavior for each communication channel.
  10. 10. BRAND BEHAVIOR »» LinkedIn is a live business networking event. »» Facebook is a happy hour attended by a group of professionals. »» Twitter is an NPR and The Daily Show sandwich. »» YouTube is a TED talk with a Sundance Short Film Festival after- party. »» Email marketing is workshops or lectures hosted by your firm and paid for by your audiences. »» Blogs are a consortium or summit designed to provoke debate.
  11. 11. SO MANY COMMUNICATION CHANNELS! Effective IMC relies on knowing your audiences. Ask yourself: »» What communication channels do our audiences use and respect? »» What type of business interactions do they engage in on each channel? »» Is the channel itself and the type of engagement it creates in alignment with our brand strategy and also our business and marketing goals?
  12. 12. WILL THEY LIKE US? Three cornerstones common to all channels and essential for conquering the multifaceted world of today’s integrated marketing: »» Compelling, relevant, and resonant content that you create and curate. »» The level of engagement you inspire. »» The consistency of your brand – even though your brand will show up differently in each medium, everything still must connect to your firm’s core.
  13. 13. ROADMAP TO SUCCESS »» Start with a solid foundation: Understand your audiences, create a strong brand. »» Develop an authentic brand personality: Your tone of voice and brand behavior should be a fit for your specific audiences, but also be true to your firm’s personality and culture. »» Be selective with your channels: different channels work better for different audience groups and marketing goals. »» Respect each channel: Leverage each communication channel’s intrinsic strengths for best results.
  14. 14. BRAND PERSONALITY WORKSHEET
  15. 15. Casual Corporate High Energy Thoughtful Planners Edgy Traditional Fun Serious Accessible Exclusive 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
  16. 16. Personality Visual Identity & Communication Style Casual, accessible Informal, open, friendly, approachable Edgy, high energy, fun Vivid, modern, trendy, personable – needs to be refreshed more often Corporate, traditional Symmetrical, conservative, timeless, formal Exclusive, thoughtful Sophisticated, high-end, formal In the middle? The worst place to be in marketing! Develop/revisit your brand platform.
  17. 17. 410-732-8379 www.substance151.com brand@substance151.com

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