Job Growers and CCBIOctober 11, 2012

Better marketing = bigger sales

Job Growers and CCBIOctober 11, 2012

Better marketing = bigger sales

What we’ll cover

• Why should you care about marketing and branding?

• What is a brand?• Your target audiences—perception is reality• Generational perspectives and their impact on

communications• What should you communicate? Going beyond

the “stuff”• What actions do you want to inspire?

Where are you now?

• Where do your customers come from now?• How are you finding and reaching new

customers?• What’s your sales process?• What’s working?• What’s not working?• Where are your biggest challenges?

If someone is looking for what you offer,

where are they looking?

If someone is looking for what you offer,

where are they looking?

Better marketing = bigger sales

If they find you, what will they see? Will

they understand why they should choose

you?

If they find you, what will they see? Will

they understand why they should choose

you?

Better marketing = bigger sales

Today B2B buyers contact you only after 60% of the

purchase decision is already made.

Today B2B buyers contact you only after 60% of the

purchase decision is already made.

Better marketing = bigger sales

What do they want from you?

A surprise … quick, simple, easy …

information… answer my questions … talk to

me …WIIFM

A surprise … quick, simple, easy …

information… answer my questions … talk to

me …WIIFM

Better marketing = bigger sales

What’s unexpected?

Surprise me!Surprise me!

It’s just a garbage truck

Or it’s a WOW truck!

Why should I care? How does this work?

I get it!I get it!

What’s in it for me? Looks easy, simple!

Make it easy to choose

Good information!

Good information!

I know what they sell …

And here’s how to buy

Be relevant to your audience

Engage meEngage me

Architects want to see it and understand …

Architects need information…

Maintain consistency

Who are you?Who are you?

Before … old name, old logo … transformed

After … visible, consistent, recognized

After … information, communication, entertainment

Marketing is branding

Why branding?Why bother?

Why branding?Why bother?

We live in an overwhelmed, time-starved

culture packed with

too many choices

We live in an overwhelmed, time-starved

culture packed with

too many choices

Focus your marketing

A brand brings focus

A brand brings focus

Glance and scan

Sound bites

First impressions are the only impressions

Glance and scan

Sound bites

First impressions are the only impressions

Target audiences

Position in your category

Benefits to the audiences

Where’s the “wow!”?

Target audiences

Position in your category

Benefits to the audiences

Where’s the “wow!”?

A brand is an asset

What is a brand?What is a brand?

What is a brand?• The name of a product or service• A warranty, trusted concept or essence• A preference in the mind of your audience• An expectation of a certain level of service• Confidence in knowing what to expect• Value in the mind of the audience• A bottom-line asset

What is a brand?

The Starbucks brandA brand becomes more than a cup of coffee … “let’s get a Starbucks”

It’s about the experience, the total of all elements

The Apple brandA brand builds an emotional connection … people who share the story … an expectation of a specific kind of interaction and experience

What is a brand?

A brand is more than a logoA brand requires a visual and verbal

vocabulary

• A distinctive “look and feel”

• A common voice, tone and style

• A system of colors and typography

• A series of images that build a cohesive whole

What builds brands?• Brands are being built with or without

management

• Publicity build brands

• Blogs, social media, marketing and websites build brands

• Environments build brands

• Each contact with the organization builds the brand

What is a brand?

Your marketing must be branded

Why should you build a brand?

Why should you build a brand?

CLARITYThere are too many choices

for everyone. A strong brand

helps you stand out and connect with those you seek to reach

Too many choices

VISIBILITYA strong brand

system sets you apart and creates

recognition

Create visibility and recognition

VALUEA strong brand means a higher

perceived value… for whatever you

have to offer

Add value to all communications

““A brand means the A brand means the difference between difference between selling a white T-shirt selling a white T-shirt for $10 and selling a for $10 and selling a white T-shirt with a white T-shirt with a Nike logo on it for Nike logo on it for $20.”$20.”

Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon

““A brand means the A brand means the difference between difference between selling a white T-shirt selling a white T-shirt for $10 and selling a for $10 and selling a white T-shirt with a white T-shirt with a Nike logo on it for Nike logo on it for $20.”$20.”

Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon

SAVINGSA strong brand

provides structure and ties

communications together so you’re

more effective

Simplify and streamline

but we’re not selling to

consumers,we’re selling to

businesses

but we’re not selling to

consumers,we’re selling to

businesses

Building a brand

Perception is reality• Your brand is based on what people

think about your organization

• Communicate clearly from the audience’s point of view

• Provide value to those you serve

…it’s still about people and communication

…it’s still about people and communication

Perception is reality• Your brand is based on what people think

about your organization

• To be effective you must communicate clearly from your audience’s point of view

• You must create a brand that is visually appealing and communicates the essentials, answers their questions

Audiences

Do you know your audiences?• Do you know everyone you need to

communicate with?

• Do you know what they expect from you?

• Do you understand their concerns?

• Speak in the their language; be clear and concise (no acronyms!)

Audiences

Business to business• People are still people

• Roles might be different, not the final decision maker

• Sales process might be longer, more people and information involved

• It’s still trust, confidence, relationship

Audiences

Brand building

Defining your brand character and persona

Defining your brand

What personality do you want to present? • How do you want to be perceived, known

and remembered?• It is this “persona” that will be remembered • It’s the character/personality of your brand

communication that will create recognition and attention

Defining your brand

Made up of the combination of numerous elements • Overall style of the

presentation/communication • Details such as

• colors, image • language, tone• style and overall quality• Key messages and phrases

Defining your brand

Is your image what your audience wants, expects, will respond to?• What’s the “playing field”? What’s

expected?• You may want to appear as a complex,

intelligent and powerful company• Your audience might prefer a simple, folksy

persona they can relate to

Exercises | Defining your brand

A. Think of your brand as a car What brand of car would you be?

• Rank your brand on a scale • Consider: image quality, price,

distinctiveness• Exercise (Using the car metaphor helps

you visualize where you fit.)

Exercises | Defining your brand

B. Consider your brand as a personDescribe that person as they walk

towards you • What kind of impression do they project? • What is their appearance? • What is your sense of their capabilities?• What do you believe about them?

Lunch break!

Each generation is different

Each generation is different

Your audiences

The Generations

Effective marketing requires first understanding the audiences you’re trying to reach. For the first time in history there are four different generations in the workplace, each with different values, perspectives and expectations

Target your audiences

Consider motivations, lifestyles, attitudes and expectations

Different for each generation

Select the right method of communication for each generation

The Silent Generation – 1925 to 1945• 2005 Census – 63 million, now aged 67 to 87• Have always done “the right thing”• Reliable and show up for work on time• Looking for a “great adventure” • Second middle age …“now or never”• 45% of age 70 to 74 use the

internet• 58% of age 65 to 69 use

the internet

Generations

The Boomers – 1946 to 1964• 2005 Census – 78 million, now aged 48 to 66• The “Me Generation”• Boomers are driving the marketplace• Control 70% of the nations wealth• Want to stay healthy, keep youthful appearance• Career focused• In the midst of intense

transitions• Address lifestyle

preferences and life stages• Online and connected,

85% of those 50-64 are online

Generations

Gen X – 1965 to 1984• 2005 census – 48 million, now aged 35 to 47• First generation of latch-key children, learned to rely on

themselves• More results-oriented, less process-oriented• Will change jobs more frequently• Savvy and cynical consumers• No brand loyalty, earn confidence

every time• Want direct communication • 93% of 30-49 year olds are online

Generations

Gen Y – Born 1985 to 2010• 2005 Census – 76 million, now aged 12 to 34• Have honed a “sixth sense” in seeking what’s authentic,

don’t want to be “sold”• Always looking for the next “cool” thing• “One of smartest, tech savvy and idealistic generations of

our time”• Girls grew up participating in

sports, more self-assurance• Multi-tasking is natural• 96% of 18 to 29 are online

Generations

Trends and statisticsSmartphones mean mobile internet access• 83% of U.S. adults have a cell phone of some kind, and

42% of them own a smartphone• 58% between ages of 25 and 34 own a smartphone • 44% of those ages 35-44• 49% of those ages 18-24Social media has wide adoption • 55% of Twitter users are 35 or older • 63% of Pinterest users are 35 or older (79% female)• 65% of Facebook users are 35 or older• 79% of LinkedIn users are 35 or older

Generations

communicate your value

not just what you do

communicate your value

not just what you do

Building a brand

Features vs. Benefits

You must be clear about the services or products you’re offering, what are the benefits?

How can you frame the benefits to connect with the expectations of each generation?

How does each generation prefer to communicate? (reading vs. watching vs. sharing)

Features vs. Benefits

Features:Here’s what the product does, or what the service is. Descriptive.

Benefits:Here’s the outcome, what you audience will receive from the product or service.

Often emotional or personal.

They’re not buying a drill

They’re buying the hole it makes

They’re not buying a drill

They’re buying the hole it makes

Features vs. benefits

What is needed and wanted by your audience(s)?• What’s the primary reason each audience

wants/needs/uses your products or services?

• What do you provide immediately, and over the long-term?

Audiences

What value do you provide?• Go beyond the “stuff” • Identify ideas, messages that address “why

should I care?” or • “What’s in it for me?” (WIIFM)• Where’s the “wow!”?

Define the message

Think about why instead of what• Why do they need to connect with you?

• What purpose do you serve?

• Avoid just listing the “stuff” you do

• Consider their perspectives – who are they? How do they communicate or take in information?

• What’s the role in the purchase?

Audiences

What’s your

message?

(WIIFM)

What’s your

message?

(WIIFM)

Connect with your audiences

Connect with your audiences

Generating response is the goal

Brand building (effective marketing) requires focus• Focus on your audiences and the benefits

• Branding requires consistency in message and visuals

• You will get tired of it long before your audiences do

Building your brand

A visual vocabulary ties it together• Choose a strong color palette

• Select typefaces that are distinctive and use them consistently

• Identify the “look and feel” that will stand out and create recognition

Building your brand

NYSAC | Identity Guidelines

NYSAC | Identity Guidelines

You will see all the messages and tools, your audience won’t

• Consistency creates a connection • Visually connect all elements, from website to

mailings to office environment to stationery to displays, Emails and brochures…

• Define messages that are specific and unique to you, that tell a story

• Uncover stories and information to share (social media, blog, website, white papers)

Communicate

Today the buyer is in charge• Explosion of information sources (websites,

blogs, reviews, discussion boards, social)• An era of self-serve information• Talking to a person is a last resort, not a first

step• B2B – 60% of the purchase decision is made

before contacting a sales person• 2010 – 5.3 sources of information needed,

2011 – 10.4 sources needed before making a buying decision

A longer sales cycle

Be relevant and valuable• Help vs. sell, make a customer for life• Discover customer needs first – listen,

research, talk to front line people• Integrate offline and online information• Provide resources to inform, educate,

enlighten

How to address the focus on information

where are your contact

points?

where are your contact

points?

Building a brand

Where are the contact points?• Where do your target audiences connect with

you?

• At what level, for what purpose?

• How are those contact points branded?

• Which contacts are critical to the organization, the points of choice?

Contacts

Small contacts influence perceptions

• Reception, how the phone is answered• Personal presentation• Voice mail message• Letter format • Fax cover sheet• Quality of literature• Email format• Environment

Contact points

Essential contact points• Printed materials—folders, brochures,

handouts

• Your website … a primary point of choice

• Newsletters, magazines and Emails

• Internal contacts from the handbook to employee newsletters

• Trade shows

Where do you have the opportunity to present your message and engage with your audiences?

Contact points

Contact points

What is a “point of choice”? A point of choice is the situation where someone will take action, to move to the next step in working with you. The point of choice is focused on immediate response—taking action.

Contact points

Focus first on the “point of choice” By leveraging your message and your brand when someone is deciding, you’ll increase your return on investment, and you’ll increase response

•What response do you need?•How/where will your audience respond in that way?

Worksheet

Define your “points of choice”

build your brand

message

build your brand

message

Building a brand

The brand positioning• Reflects where you fit in the market

• Separates you from the competition

• Clarifies key messages for staff and sales teams

• Establishes the foundation and framework for ongoing communication

• Ties together visual and verbal

Brand positioning

The brand positioning … Is supported by the brand persona

•A collection of authentic visual and verbal assets, actions and beliefs

•Your audience recognizes your persona through:

• Colors and images

• Language and tone

• Look and feel

• Quality of interactions

Brand positioning

What brand persona is right for your audience?• Is your image what your audience wants,

expects, will respond to?

• What’s the “playing field”? What’s expected?

• How can you go beyond the expected to generate recognition and loyalty?

Brand persona

Pumilite Hardscape and Masonry | Identity

Better attitude. Best selection.

Pumilite Website

Defining your brand persona• Supports the strategy and tactics used to

implement branding

• Will help you define the communication tools you use

• Reduces the number of options by focusing on your audiences and brand

• Makes each communication more effective

• You’ll provide what your audience needs to connect with you

Brand persona

Understanding your audience’s expectations

• Makes each communication more effective• You’ll provide what your audience needs to

make a decision• Each point of contact must build on the others• Each communication tool and every tactic and

channel must build the experience

Build your brand

Defining your brand persona • Directs the visual vocabulary of your brand• Supports the strategy and tactics you choose • Will help you select media and define the best

tools to get results• Reduces the number of options by focusing on

your audience, the best contact point and most effective medium/tool to communicate your key messages

Build your brand

Building your brand • Will create clarity with internal and external

audiences• Builds perceived value • Generates increased recognition at a lower cost• Identifies messages that resonate• Reinforces the “wow!”• Establishes a stronger presence and clearer

communications with all audiences

Build your brand

Go forth and market!• Brand responsibly• Provide value to your audiences• Connect where they communicate• Build content that builds trust• Integrate online and offline• Evaluate website, mobile, social media

Build your brand

Jennifer Larsen Morrow Jennifer Larsen Morrow President President Creative CompanyCreative Company

Jennifer Larsen Morrow Jennifer Larsen Morrow President President Creative CompanyCreative Company

Questions?

Creative Company, Inc. 726 NE 4th StreetMcMinnville, Oregon 97128503.883.4433Toll-free 866.363.4433Creativeco.comEmail to jlmorrow@creativeco.com

Give us a call to talk about your brand!