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Resonance




                           Beuershausen
                     Copyright 2012 Allen
Marketing
By
Allen Beuershausen
Resonance Marketing

Engaging your audience with a conversation and message
that reflects their values and interests and reinforces their




                                                                      Beuershausen
                                                                Copyright 2012 Allen
desire to do business with your company.
What Resonance Marketing is
          NOT
• Selling on Price

• Selling on Features




                                                   Beuershausen
                                             Copyright 2012 Allen
• Selling on Service



                       This can come later
What is Resonance?

The intensification and enriching of a musical tone by
supplementary vibration




                                                               Beuershausen
                                                         Copyright 2012 Allen
Source: http://Merriam-Webster.com
You                                           Your Customer




                                                                                  Beuershausen
                                                                            Copyright 2012 Allen
Image source: http://www.svpvril.com/Cosmology/cos10.html
Resonance Marketing Says…

We’re on the same wavelength. I’ll bet we’ll like
doing business with each other.




                                                          Beuershausen
                                                    Copyright 2012 Allen
Resonance in Context

The intensification and enriching of a customer
relationship by leveraging the “vibe” you develop with
your audience.




                                                               Beuershausen
                                                         Copyright 2012 Allen
Make sure that your expression is music to their
ears.
Traditional Marketing is
            Overdone

“We have the best price, performance, service,
blah, blah, blah.”




                                                       Beuershausen
                                                 Copyright 2012 Allen
Resonance Marketing Goes
        Deeper
1. Demonstrates Your Authenticity and Shared
                  Values




                                                     Beuershausen
                                               Copyright 2012 Allen
                    WHICH


      2. Creates Affinity for your brand

                     AND


 3. Adds value to the customer relationship
Resonant Businesses




Copyright 2012 Allen
      Beuershausen
Resonance May Mean Different
 Things to Different Markets
• Consumer v. Commercial v. Industrial

• Make sure that you address each market’s core needs, but




                                                                   Beuershausen
                                                             Copyright 2012 Allen
  that your messages across the markets are congruent.
“The World’s First Eco-Friendly
       Luxury Vodka”




                                                            Beuershausen
                                                      Copyright 2012 Allen
 Markets: Individual Consumers and Bars/Restaurants

 Resonance: Sustainability
The Key to Resonance is
    Communication




                                Beuershausen
                          Copyright 2012 Allen
What do you Communicate?

• Who you are

• What you are about




                                                        Beuershausen
                                                  Copyright 2012 Allen
• Your interests are aligned with your audience
   • Values
   • Interests
   • Products/Services (We have what you need.)
Know Yourself

• What is your image?

• What do you want to project?




                                                   Beuershausen
                                             Copyright 2012 Allen
   • Brand, Personality, Reputation

• What do you really sell?
 • Dreams, Productivity, Convenience, etc.
And be able to Articulate
          Who You Are
• Web Site

• Social Media




                                       Beuershausen
                                 Copyright 2012 Allen
• Marketing Collateral

• Advertising
You might think you know who you are, but your
audience makes that determination for
themselves based on your message and image.




                                                       Beuershausen
                                                 Copyright 2012 Allen
What do you Sell?




                                                                                        Beuershausen
                                                                                  Copyright 2012 Allen
                                                           Productivity

            Dreams




                                           Convenience*

*Read Selling Dreams by Gian Luigi Longinotti-Buitoni for the great story here.
They know what they sell




                                                                 Beuershausen
                                                           Copyright 2012 Allen
“At Microsoft, our mission and values are to help people
and businesses throughout the world realize their full
potential.”
Know Your Audience
• What are their values?

• What is their personality?




                                                          Beuershausen
                                                    Copyright 2012 Allen
• What interests do you have in common with them?

• How does that fit with your brand?

• Know how to contact them.
Communication Channels

• Social Media

• Marketing Communications




                                                  Beuershausen
                                            Copyright 2012 Allen
• Advertisements (Print, TV, Radio, etc.)
Communication Style Matters

• Tone
   Informative, Fun, Reassuring, Authoritative?




                                                            Beuershausen
                                                      Copyright 2012 Allen
• Aesthetics – Web Site, Collateral, Advertisements
  • Color Scheme, Fonts, Layout, Logo
Consistency is Key




Copyright 2012 Allen
      Beuershausen
Coherence – Internal Alignment
• Consistent voice

• Image




                                         Beuershausen
                                   Copyright 2012 Allen
• Aesthetics
Your Audience – External
               Alignment
• Message: Your product addresses their core needs/desires
  (implicitly)




                                                                   Beuershausen
                                                             Copyright 2012 Allen
• They can identify with your company/organization

• They get something out of continuing/expanding their
  relationship with you
How do you Leverage Personality
         and Product?
• Engage your fans
  • Solicit Feedback
  • Run contests




                                                        Beuershausen
                                                  Copyright 2012 Allen
• Encourage them to spread the word

• Call to action - Make it easy for them to buy
Example – TOMS Shoes




                                 Beuershausen
                           Copyright 2012 Allen
   Product: Shoes

   Resonance: Compassion
Example – TOMS Shoes
              Message
Many children in developing nations don’t have shoes.
The lack of shoes exposes children to preventable diseases,
parasites, and injuries. You can help eliminate this threat




                                                                      Beuershausen
                                                                Copyright 2012 Allen
by buying your shoes from us.
(Paraphrased)




(TOMS donates a pair of shoes to needy children for each pair
that you buy.)
Example – TOMS Shoes
    Communication Channels

• Web Site




                                             Beuershausen
                                       Copyright 2012 Allen
• Social Media

• Documentary (Web site and YouTube)

• Advertisements
Example – TOMS Shoes
            Engagement
• From the TOMS web site:

•   SHARE the TOMS story
•   SCREEN the TOMS documentary




                                                                  Beuershausen
                                                            Copyright 2012 Allen
•   HOST a Style Your Sole party   (great play on words!)
•   UPLOAD your TOMS pictures
•   REGISTER for One Day Without Shoes

• Partnerships with like-minded nonprofits and student
  associations

http://www.toms.com/our-movement
Example – TOMS Shoes
             Results
• Sold 10,000 pairs of shoes in their first year (2006)

• Sold their 1,000,000th pair in 2010




                                                                   Beuershausen
                                                             Copyright 2012 Allen
TOMS doesn’t sell on price or style and doesn’t do much on
social media.
Resonance Marketing isn’t a
quick fix. It’s a long term




                                    Beuershausen
                              Copyright 2012 Allen
strategy based on building
relationships.
For Best Results


• Know yourself and your audience




                                          Beuershausen
                                    Copyright 2012 Allen
• Know what you really sell

• Enjoy the conversation

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Resonance marketing

  • 1. Resonance Beuershausen Copyright 2012 Allen Marketing By Allen Beuershausen
  • 2. Resonance Marketing Engaging your audience with a conversation and message that reflects their values and interests and reinforces their Beuershausen Copyright 2012 Allen desire to do business with your company.
  • 3. What Resonance Marketing is NOT • Selling on Price • Selling on Features Beuershausen Copyright 2012 Allen • Selling on Service This can come later
  • 4. What is Resonance? The intensification and enriching of a musical tone by supplementary vibration Beuershausen Copyright 2012 Allen Source: http://Merriam-Webster.com
  • 5. You Your Customer Beuershausen Copyright 2012 Allen Image source: http://www.svpvril.com/Cosmology/cos10.html
  • 6. Resonance Marketing Says… We’re on the same wavelength. I’ll bet we’ll like doing business with each other. Beuershausen Copyright 2012 Allen
  • 7. Resonance in Context The intensification and enriching of a customer relationship by leveraging the “vibe” you develop with your audience. Beuershausen Copyright 2012 Allen Make sure that your expression is music to their ears.
  • 8. Traditional Marketing is Overdone “We have the best price, performance, service, blah, blah, blah.” Beuershausen Copyright 2012 Allen
  • 9. Resonance Marketing Goes Deeper 1. Demonstrates Your Authenticity and Shared Values Beuershausen Copyright 2012 Allen WHICH 2. Creates Affinity for your brand AND 3. Adds value to the customer relationship
  • 11. Resonance May Mean Different Things to Different Markets • Consumer v. Commercial v. Industrial • Make sure that you address each market’s core needs, but Beuershausen Copyright 2012 Allen that your messages across the markets are congruent.
  • 12. “The World’s First Eco-Friendly Luxury Vodka” Beuershausen Copyright 2012 Allen Markets: Individual Consumers and Bars/Restaurants Resonance: Sustainability
  • 13. The Key to Resonance is Communication Beuershausen Copyright 2012 Allen
  • 14. What do you Communicate? • Who you are • What you are about Beuershausen Copyright 2012 Allen • Your interests are aligned with your audience • Values • Interests • Products/Services (We have what you need.)
  • 15. Know Yourself • What is your image? • What do you want to project? Beuershausen Copyright 2012 Allen • Brand, Personality, Reputation • What do you really sell? • Dreams, Productivity, Convenience, etc.
  • 16. And be able to Articulate Who You Are • Web Site • Social Media Beuershausen Copyright 2012 Allen • Marketing Collateral • Advertising
  • 17. You might think you know who you are, but your audience makes that determination for themselves based on your message and image. Beuershausen Copyright 2012 Allen
  • 18. What do you Sell? Beuershausen Copyright 2012 Allen Productivity Dreams Convenience* *Read Selling Dreams by Gian Luigi Longinotti-Buitoni for the great story here.
  • 19. They know what they sell Beuershausen Copyright 2012 Allen “At Microsoft, our mission and values are to help people and businesses throughout the world realize their full potential.”
  • 20. Know Your Audience • What are their values? • What is their personality? Beuershausen Copyright 2012 Allen • What interests do you have in common with them? • How does that fit with your brand? • Know how to contact them.
  • 21. Communication Channels • Social Media • Marketing Communications Beuershausen Copyright 2012 Allen • Advertisements (Print, TV, Radio, etc.)
  • 22. Communication Style Matters • Tone Informative, Fun, Reassuring, Authoritative? Beuershausen Copyright 2012 Allen • Aesthetics – Web Site, Collateral, Advertisements • Color Scheme, Fonts, Layout, Logo
  • 23. Consistency is Key Copyright 2012 Allen Beuershausen
  • 24. Coherence – Internal Alignment • Consistent voice • Image Beuershausen Copyright 2012 Allen • Aesthetics
  • 25. Your Audience – External Alignment • Message: Your product addresses their core needs/desires (implicitly) Beuershausen Copyright 2012 Allen • They can identify with your company/organization • They get something out of continuing/expanding their relationship with you
  • 26. How do you Leverage Personality and Product? • Engage your fans • Solicit Feedback • Run contests Beuershausen Copyright 2012 Allen • Encourage them to spread the word • Call to action - Make it easy for them to buy
  • 27. Example – TOMS Shoes Beuershausen Copyright 2012 Allen Product: Shoes Resonance: Compassion
  • 28. Example – TOMS Shoes Message Many children in developing nations don’t have shoes. The lack of shoes exposes children to preventable diseases, parasites, and injuries. You can help eliminate this threat Beuershausen Copyright 2012 Allen by buying your shoes from us. (Paraphrased) (TOMS donates a pair of shoes to needy children for each pair that you buy.)
  • 29. Example – TOMS Shoes Communication Channels • Web Site Beuershausen Copyright 2012 Allen • Social Media • Documentary (Web site and YouTube) • Advertisements
  • 30. Example – TOMS Shoes Engagement • From the TOMS web site: • SHARE the TOMS story • SCREEN the TOMS documentary Beuershausen Copyright 2012 Allen • HOST a Style Your Sole party (great play on words!) • UPLOAD your TOMS pictures • REGISTER for One Day Without Shoes • Partnerships with like-minded nonprofits and student associations http://www.toms.com/our-movement
  • 31. Example – TOMS Shoes Results • Sold 10,000 pairs of shoes in their first year (2006) • Sold their 1,000,000th pair in 2010 Beuershausen Copyright 2012 Allen TOMS doesn’t sell on price or style and doesn’t do much on social media.
  • 32. Resonance Marketing isn’t a quick fix. It’s a long term Beuershausen Copyright 2012 Allen strategy based on building relationships.
  • 33. For Best Results • Know yourself and your audience Beuershausen Copyright 2012 Allen • Know what you really sell • Enjoy the conversation

Notes de l'éditeur

  1. Push v. Pull
  2. Get them emotionally invested in your brand.
  3. How do you do that?