Eric Morgenstern - Square Up: Telling Your Story
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Transcript of Eric Morgenstern - Square Up: Telling Your Story
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Annual Conference, April 23-24, 2014
Square Up: Telling Your StorySquare Up: Telling Your StoryEric MorgensternMorningstar Communications@emorgenstern
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Think Excellence,Not Difference:
Eric M. Morgenstern, APR, Fellow PRSAApril 23, 2014
Sustainable Positioning For Long-Term Success
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Four Elements of Building a Successful Brand
Orchestrate Messages
Disseminate your messages
Tell your story in a compelling way
Own a position of excellence
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Traditional Marketing Asks...
What’s your niche? What are your points of difference? (POD)
What is your unique selling proposition (USP?)
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How are you truly different from your competitors?
Different isn’t better. Different is just different.
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Definition of Brand
Your brand lives here
The overall perception of your organization in the minds of your target audience
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“Brand” is more than look and feel
We look at eggshells...but what we really care
about is the egg.
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The Traditional Standard“Honey, let’s get Italian tonight...”
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How was the service?
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The “Excellence” Standard
What is the definitionof excellence?
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The “Excellence” Standard
Being of the very best quality;
exceptionally good-Funk & Wagnall’s
Dictionary
Surpassing others in some good quality or the sum of great
qualities; of great worth
-Webster’s Dictionary Very good of its kind;eminently good
-Merriam-Webster
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Excellence is Not What You Say...
...it’s what your key audiences say about you and your organization.
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Making Excellence Work for You
• Clarify their definitions of excellence
• Just ask them!
How do your constituents define excellence?
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The Three “Magic” Questions*
• What are we doing that you like?
• What are we doing that you don’t like?
• What do you wish we were doing that we’re not?
* Barnett Helzberg, Jr.
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Excellence...One at a Time
• Each individual knows his own definition
• Each customer knows her own definition
• Focus on each person’s “Trigger Point”
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Excellence...One at a Time
A thousand starfish...
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Here’s How You Answered the Three “Magic” Questions
• U.S.SourceLink reached out to 22 of its affiliates and customers
• 21 affiliates and customers responded and were surveyed via phone
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What are We Doing that You Like?
• Easy to work with and incredibly responsive team
• Provides expertise, best practices and knowledge
• Offers national networking and connections
• Comprehensive and simple to navigate technical platforms
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What are We Doing that You Don’t Like?
• From the provider’s point-of-view, many folks don’t understand U.S.SourceLink’s value
• Additional training tools
• Small staff limits what U.S.SourceLink can do
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What Do You Wish We Were Doing that We’re Not?• Holding more big picture meetings and
providing general insight
• Forming special interest groups for idea sharing
• Highlighting best practices and case studies
• Sharing between affiliate network
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Four Elements of Building a Successful Brand
Orchestrate Messages
Disseminate your messages
Tell your story in a compelling way
Own a position of excellence
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Communication is about Catching the Ball
Photo credit: Harvard University Gazette
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Tell the same story differently, based on the recipient
Employees
Customers
Community
Investors
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Simple, every day language
Mark Twain
If I had more timeI would have writtena shorter letter.
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K
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Four Elements of Building a Successful Brand
Orchestrate Messages
Disseminate your messages
Tell your story in a compelling way
Own a position of excellence
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Four-Channel Media Model
EarnedMedia
PRNews
PublicityBylines
PaidMedia
AdsSponsorshipsAdvertorialsTrade Shows
ControlledMedia
CollateralWebsiteEventsBlog
Shared Media
SocialLinkedInFacebookYouTube
Strategic Messaging PlatformStrategic Messaging Platform
Target AudiencesTarget Audiences(The people who matter most)(The people who matter most)
© 2014 Morningstar Communications
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Four Elements of Building a Successful Brand
Orchestrate Messages
Disseminate your messages
Tell your story in a compelling way
Own a position of excellence
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Message Orchestration
All touchpoints harmonize to deliver a consistent message
Paid mediaEarned media
Shared media Controlledmedia
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Moving Forward
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Thank You!
© Morningstar Communications 2014
Eric M. Morgenstern, APR, Fellow PRSA
President & CEOMorningstar Communications
12701 Metcalf, Suite 104Overland Park, KS 66213
www.morningstarcomm.com