Marketing Communications Strategies and Tactics: Building Your Brand

Transcription

1 Marketing Communications Strategies and Tactics: Building Your Brand September 2011

2 Agenda What creates a powerful brand? Where do you begin? The process Break Bringing your brand to life Discussion

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4 Why are these brands powerful? They differentiate They have a story to tell They drive the culture of the company They drive product design and service They were designed and are maintained with discipline Because of all these things They have enduring value

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6 Life is Cluttered Product: too many products and services overall Feature: too many features on each product Advertising: too many messages (3000 a day) Message: too many elements per message Media: too many competing channels Zag by Marty Neumeier

7 How do you succeed? Follow a consistent process To engage audiences Connect Tell your story

8 Key Steps 1. Define your targets. Prioritize. 2. Understand. 3. Write your Brand Story. 4. Generate Ideas. 5. Build your first test. 6. Measure. 7. Refine and launch. 8. Keep learning.

9 1. Audiences Who do you need to reach? Prioritize.

10 2. Understand. What you believe may not be what your target perceives. Great construction, good price. Wow. Those match my dress and are HOT.

11 2. Understand Gather information. Ask company leadership about the origins of the organization Talk to current customers Listen to the sales staff Conduct formal research

12 3. Write your Brand Story Promise. What do you offer and why should I care? Feel. What is the experience of your brand? Voice. Are you funny? Serious? Calm? Space. What media best support your promise?

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14 Zappos Promise You will have fun shopping and we will exceed your expectations

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17 Capitalert

18 Capitalert s Product

19 Capitalert Website

20 Capitalert Poster

21 4. Generate Ideas Bring different disciplines together, early and often Involve people of different ages Share learning and new understanding Sort ideas based on some standard: Mission Brand Value Proposition

22 5. Build Your First Test Create a test scenario you can run and measure Marketing tools tracked to URLs and other activity Set measurement tools and goals Click-throughs Visits to website Attendance to a seminar Sales leads Opt in Traditional research measurements

23 6. Measure What worked?

24 7. Refine and Launch Once you have tested a possible program, eliminate as necessary and refine Messages Tools Launch a full program with confidence Be ready for more refinement

25 The market changes rapidly New competitors New products New media Be ready to adapt your program 8. Keep Learning Be ready to try new ideas and media

26 Break.

27 Bring your Brand to Life Begin inside the company (internally) Communicate the brand story to employees Use it in recruitment materials In evaluation and reward programs Support through intranet/newsletters, and other internal communication forums Give employees a place to interact with and share brand moments or thoughts

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29 Use every touch point Then bring your brand to the consumer (externally) Letterhead, business cards and business materials Signage ID badges Logos on vehicles/fleet Website Talking points for speeches Press release boiler plate

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31 Pick a few things and do them well. Where can you most efficiently reach your targets? What can you do to stand out? Be memorable

32 Kettler

33 Kettler Website

34 Kettler Facebook

35 Measuring Means Money Tracking the success of programs gives you the right foundation for keeping and growing your budget.

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37 Discussion

38 Appendix

39 Fairfax County EDA Brand Significant learning in 2000 through research Indentified emotional drivers in decisions around opening a new office or re-locating Quality of life was as important, if not more important than business environment

40 Brand Promise A visionary community. You have the power to do meaningful work and enrich your life. I

41 Benefits I will be inspired by the people around me My family will prosper I will have the resources I need to be innovative

42 Campaigns

43 Campaigns

44 Results one of the great economic success stories of our time." - Time magazine one of the best places to start a business. - Entrepreneur.com Eight Fortune 500 companies, 6,200 IT companies and more than 360 foreign-owned firms