Applying the Eight Credos of Successful Challenger Brands to Your Digital Marketing Strategy

1. Search Engine Marketing Online Media Buying Social Media Marketing Internet Marketing Consulting
How To Be a Challenger
Applying the Eight Credos
of Successful Challenger Brands
to Your Digital Marketing Strategy
Presented by Web Ad.vantage, Inc.

2. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Thinking
What is a Challenger Brand?
Not a market leader Aggressive competitors
Want to capture
market share
Challenger
Bold & “mavericky” Risk-takers
Market Leader
Stands out in a
crowded market
15 June 2012 2
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

3. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Thinking
What are the Eight Credos?
Challenger Brands are guided
by a set of 8 credos that
differentiate them from
market leaders
Says Who?
Adam Morgan, author of
Eating the Big Fish
15 June 2012 3
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

4. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Credo #1
Break With Your Immediate Past
What does it mean?
Don’t be afraid to ask “dumb” questions to challenge
convention in order to view your brand differently
Digital Marketing Strategy
• Conduct online surveys/polls
• Distribute online press releases
• Use social media as a research tool
• Set new digital marketing goals
15 June 2012 4
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

5. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Credo #2
Build a Lighthouse Identity
What does it mean?
Developing a very clear sense of who or what you are as a
brand/company, then projecting that identity intensely and
consistently
Digital Marketing Strategy
• Branded digital advertising campaign
• Display
• Paid Search
• Mobile
• Emphasize clear branding in all digital
touch points
15 June 2012 5
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

6. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Credo #3
Assume Thought Leadership of the Category
What does it mean?
Break convention in terms of representation (what you
say), where you say it (medium), and experience (beyond just
talk).
Digital Marketing Strategy
• White Papers
• Lead Generation
• Content Marketing
• Social Media for word-of-mouth
marketing
15 June 2012 6
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

7. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Credo #4
Create Symbols of Re-evaluation
What does it mean?
Establishing symbols designed to prompt quick re-evaluation
by consumers and enhance their view of the brand.
Digital Marketing Strategy
• Creative campaigns & messaging
• Offer virtual goods or downloadables
that reinforce the symbolism
• Mobile app or tool
15 June 2012 7
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

8. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Credo #5
Sacrifice
What does it mean?
Laser-focus your
target, message, reach, frequency, distribution and line
extensions. Recognize that less can be more.
Digital Marketing Strategy
• Leverage advanced targeting
technologies
•Re-evaluate efforts; stop doing what
isn’t working
• Utilize new tools to measure ROI and
increase learnings from analytics
15 June 2012 8
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

9. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Credo #6
Over-Commit
What does it mean?
Although you may do fewer things, do “big” things when you
do them!
Digital Marketing Strategy
• Ensuring consistency across digital
marketing channels for max impact
• Developing a clear, streamlined
conversion path
• Optimize, optimize, optimize!
15 June 2012 9
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

10. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Credo #7
Use Advertisement and Publicity as a
High-Leverage Asset
What does it mean?
Unconventional communications can really get people talking!
Digital Marketing Strategy
• Social media for PR
• Effective email marketing with
personal, customized touch
• Viral marketing
• Gamevertising
• Blogger outreach
15 June 2012 10
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

11. Search Engine Internet Marketing
Slide Title
Marketing
Online Media Buying Social Media Marketing
Consulting
Challenger Brand Credo #8
Become Idea-Centered, Rather than
Consumer-Centered
What does it mean?
Sustain challenger momentum by not losing sight of what the
brand is about and can be. Redefine marketing to reflect vision.
Digital Marketing Strategy
• Using social media as idea generation
tool
• Use web meetings for brainstorming
• Never become static—maintain a full
digital marketing pipeline
• Sharing, bookmarking & tagging
15 June 2012 11
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487