Chevron MarketSense
Transcript of Chevron MarketSense
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Chevron Project Transform Marketing Overview
March 3, 2011
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Agenda
Your 2011 Marketing Questions or Challenges? Overview of MarketSense Branding 101 Case Study Follow-up and Deliverables
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What’s your biggestWhat’s your biggestmarketing challenge?marketing challenge?
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Questions About Branding
Isn’t branding just for larger and/or consumer companies?
My company v. Chevron?
I sell a commodity — what’s the purpose?
We sell lubes and fuel like everyone else — aren’t people just interested in my price?
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Questions About Priorities
What’s first, what’s the most important?
Customers, prospects, who first?
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Questions About the Internet
What the next big thing for company websites like mine?
Is social media anything I should be thinking about?
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About Us
Established in 1989 National client base Own facility near Chicago All services delivered in house 5 year BtoB Magazine “Top Agencies”
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Closed loop services
Brand Management Strategy
Promise Position Character
Messaging Copy tone Graphics
Collateral development
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MarketingCommunications Online
Web site Viral and social media SEO / SEM Banners / sponsorships Content aggregation
Offline Database e & postal mail Public relations Thought leadership Show support Traditional advertising
Closed loop services
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Sales Support Response management
Data capture Qualification and scoring Fulfillment Distribution to field Updates and reporting Lead nurturing
Telemarketing Data management Channel management
Closed loop services
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Do you start most days with a price race to the bottom?
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Getting beyond price-only selling starts with your
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Which functions like:Specifically here:
Your customer
Your brand is an idea living here:
Your customer
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Your brand is your customer’s
GUT FEELINGabout your product, service or company.
~Marty Neumeier Author of Zag
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So What?!
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So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Differentiation
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So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Simplicity
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Every 2 days we create
more informationthan we did from the dawn
of civilization to 2003.
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So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Resonance
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Every 2 days we create
more informationthan we did from the dawn
of civilization to 2003.
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Beyond “Price-only” sell starts with your brand
Your brand lives in the customers “gut feeling”
Differentiation, Simplicity, Resonance are the keys.
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Our Branding Process
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Minds of the Marketplace
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Branding Development Milestones
Stakeholder Interviews/Surveys 3 weeks
Data Distillation 1 week
Collaborative Consensus 1 week
Brand Definition 1 week
Creative Development 3 weeks
Creative Refinement 1 week
Roll-out Ongoing
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Sealy Global HospitalitySealy Global HospitalityBranding Case StudyBranding Case Study
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Guest Satisfaction
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Hospitality brochure
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Trade ads
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Website
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Trade show booth
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Sales presentations
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Counter cards Pillow cards In-room tent cards Door hangars Portfolio sheets Guest comment cards Keycards Option to co-brand
Co-marketing materials
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Project Transform
Sealy Global HospitalitySealy Global HospitalityMarketing ProgramMarketing Program
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Customer and prospect engagement
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Sealy database
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Targeted eNewsletters
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Key account targeting
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Promotional mailings
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Birthday Card
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Public Relations
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Sales tools
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