BUILDING YOUR BRAND ON A BUDGETJULY 30, 2015

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Nancy Goldsteinnancy@compassxstrategy.com@CompassX

Monika Wingatemonika@digsite.com@myDigsite

TODAY’S AGENDA

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FIVE STEPS TO BUILD YOUR STRATEGY

MAXIMIZE YOUR BUDGET USING ITERATIVE

INSIGHTS

1. DOING THE RIGHT THINGS

2. DOING THINGS RIGHT

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LET’S TALK ABOUT BUILDING YOUR BRAND

BUILDING YOUR BRAND ON A BUDGET

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IN FIVE EASY STEPS! ASK ME HOW!

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DEFINE SUCCESS

FIND YOUR

PEOPLE

STAND FOR

SOMETHING

SAY SOMETHING

THAT MATTERS

REACH THEM WHERE THEY

ARE

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DEFINE SUCCESS

How could this happen? I was so careful. I picked the wrong play, the wrong director, the wrong cast. Where did I go right? - Max Bialystock, The Producers

WHAT ARE YOUR GOALS?

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WHAT DOES SUCCESS LOOK LIKE FOR YOU?

Impact?

Financial?

Distribution?

GOALS GUIDE YOUR ACTIVITIESWITHOUT GOAL, YOU MAY BE WASTING TIME AND MONEY ON THE WRONG THINGS

GOAL: GAIN 20 NEW CUSTOMERS

GOAL: SELL ONE MILLION UNITS

SHOULD YOU:• Hire more sales people?• Build a library of HELP videos?• Invest in Google Adwords?• Create a Superbowl ad?

or

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FIND YOUR PEOPLE

We are not groupies. Groupies sleep with rock stars because they want to be near someone famous. We are here because of the music. We inspire the music. We are Band-Aids.- Penny Lane, Almost Famous

BE SPECIFIC

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ALL WOMEN, PEOPLE WHO USE TECHNOLOGY, OR WHO LOVE FOOD ARE NOT THE SAME!

20-SOMETHING NYC WORKING WOMAN 20-SOMETHING NYC WORKING WOMAN

IN B2B, BUSINESSES DON’T BUY SERVICES. PEOPLE DO.

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SALESSell smarter and faster with the

world’s #1 CRM

MARKETINGThe future of marketing is 1 to 1

customer journeys

CUSTOMER SERVICESupport every customer. Anytime.

Anywhere.

The SALESForce customer success platform helps companies connect to their customers in a whole new way

SALESFORCE DOES IT WELL

QUESTIONS TO ASK

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Beyond gender and age, who are your ideal clients?

Why them vs. someone else?

What matters to them?

STAND FOR SOMETHING

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Nerds, jocks. My side, your side. It’s all bullsh*t. Its hard enough just trying to be yourself.- Ronald Miller, Can’t Buy Me Love

NIKE IS MORE THAN THE SHOES IT SELLS

14 Sources: nike.com; reebok.com; “Nike, Cultural Relevance, and Market Dominance,” W5 Blog, 10/22/14

QUESTIONS TO ASK

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What does your brand stand for? What matters to you?

How does your execution reflect those values and your culture?

Are decisions based on what is meaningful for your brand or are you reacting to what your competitors do?

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Mike Cameron: How did you get Diane Court to go out with you?Lloyd Dobler: I called her up.Mike Cameron: But how come it worked?Lloyd Dobler: I’m Lloyd Dobler. - Lloyd Dobler, Say Anything

SAY SOMETHING THAT MATTERS

SAY SOMETHING THAT MATTERS

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What is their current lens? What does your audience think, feel, or do now?

Your Messaging

As a result of your awesome, what will the audience think feel or do in the future?

EXAMPLE: METHOD CLEANING PRODUCTS

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PEOPLE WEREN’T LOOKING FOR TOXIC-FREE CLEANING

“It’s as if you found out Skittles are good for you,” - Method co-founder Eric Ryan

Source: NYT, Ads for Method Celebrate the Madness. By STUART ELLIOTTMARCH 12, 2012

QUESTIONS TO ASK

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Why does your audience care that you exist?

What will motivate them to take action?

Why will your product or service be the thing that motivates them?

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REACH THEM WHERE THEY ARE

Lucille Bluth: I’ll be at the hospital bar.Michael Bluth: Uhhh, you know there isn’t a hospital bar, mother.Lucille Bluth: Well, this is why people hate hospitals- Lucille Bluth, Arrested Development

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WHERE DO PEOPLE GO TO LEARN ABOUT WHAT YOU SELL?

VARIES BY WHERE THEY ARE IN THE BUYING PROCESS

INTEREST REVIEW/DISCUSS ENGAGE/BUY

BUILDING YOUR BRAND ON A BUDGET

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IN FIVE EASY STEPS! ASK ME HOW!

1

DEFINE SUCCESS

FIND YOUR

PEOPLE

STAND FOR

SOMETHING

SAY SOMETHING

THAT MATTERS

REACH THEM WHERE THEY

ARE

2 3 4 5

USING RESEARCH TO ANSWER YOUR QUESTIONS

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THESE ARE IMPORTANT QUESTIONS…DON’T GUESS!

ASK PEOPLE IN PERSON USE ONLINE TOOLS TALK TO EXPERTS

NO!!!!! THAT IS CREEPY!!!!OBSERVE WHAT PEOPLE DO

TODAY’S AGENDA

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FIVE STEPS TO BUILD YOUR STRATEGY

MAXIMIZE YOUR BUDGET USING ITERATIVE

INSIGHTS

1. DOING THE RIGHT THINGS 2. DOING THINGS RIGHT

AVOID THE PROJECT RESEARCH TRAP

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SET YOURSELF UP FOR SUCCESS

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Build Iterative Insights

Plan For broader business

objectives

Collaborate using a broader team

Create Multiple Milestones

Leverage Qualitative Technology

PLANNING FOR ITERATIVE INSIGHTS

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HOW INSIGHT COMMUNITIES WORK

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Generate Ideas

Build Concepts

Test Products

Develop Branding

Go to Market

ITERATE WITH YOUR TARGET OVER TIME

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INSIGHT COMMUNITIES FOSTER ENGAGEMENT

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COMBINE COMMUNITIES WITH IN-PERSON

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CASE STUDIES

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QUESTIONS?

Nancy GoldsteinChief Strategist(e) nancy@compassxstrategy.com(c) 773-255-4853

Monika Wingateco-founder and CEO(e) monika@digsite.com(c) 608-212-2855