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Tamsen Webster
1.
How to use
MESSAGING to build a truly DIFFERENTIATED BRAND
2.
@tamadear© 2014, Oratium
LLC#TCISBS Fig. 1
3.
@tamadear© 2014, Oratium
LLC#TCISBS What’s the goal of Marketing? ACTION
4.
@tamadear© 2014, Oratium
LLC#TCISBS What’s the goal of Marketing? ACTION
5.
@tamadear© 2014, Oratium
LLC#TCISBS ☑ 1. Right people ☑ 2. Right places ☐ 3. ___________
6.
@tamadear© 2014, Oratium
LLC#TCISBS ☑ 1. Right people ☑ 2. Right places ☐ 3. ___________
7.
@tamadear© 2014, Oratium
LLC#TCISBS Fig. 2a - Sender-centric Fig. 2b - Audience-centric
8.
@tamadear© 2014, Oratium
LLC#TCISBS Fig. 3
9.
@tamadear© 2014, Oratium
LLC#TCISBS “Our after our”
10.
@tamadear© 2014, Oratium
LLC#TCISBS “_______________ is an all-suite boutique hotel, sits on beautiful Grace Bay Beach, on the Caribbean island of Providenciales, in the Turks and Caicos Islands.”
11.
@tamadear© 2014, Oratium
LLC#TCISBS Fig. 4 - Beaches Fig. 5 - Beds Fig. 6 - Bars
12.
@tamadear© 2014, Oratium
LLC#TCISBS ACTION
13.
@tamadear© 2014, Oratium
LLC#TCISBS Fig. 7
14.
@tamadear© 2014, Oratium
LLC#TCISBS Belief precedes action.
15.
@tamadear© 2014, Oratium
LLC#TCISBS Knowledge precedes belief.
16.
@tamadear© 2014, Oratium
LLC#TCISBS KNOW - BELIEVE - DO Order for people:
17.
@tamadear© 2014, Oratium
LLC#TCISBS DO - BELIEVE - KNOW Order for planning:
18.
@tamadear© 2014, Oratium
LLC#TCISBS “Whether you’re looking for escape, adventure, romance, or a great time with the kids, __________ is the perfect destination .”
19.
@tamadear© 2014, Oratium
LLC#TCISBS 1. WHO are you talking to 2. What do you want them to DO 3. What do they need to BELIEVE? 4. What do they need to KNOW?
20.
TAMSEN WEBSTER SVP, Executive
Communications tamsen@oratium.com THANK YOU.
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