2. Where have we been
Hint: Have you got a burning
marketing question to ask? Now is
your chance!
3. Who: Target customer/niche/ideal prospect
What: Value proposition/service portfolio
How: Values/ process/ business model/brand
identity/tactics
Why: Vision/ Goal/strategy/metrics
When: Plan/ right message, right time
4. Agenda:
• Branding Positioning
• Style Guide/ Visual Library
• Branding Experience
• Sales and Marketing Tools
• Lead Generation
• Customer Feedback
• Marketing Dashboard
• Marketing Planner
Your expectations around today
6. About Us
I don’t know who you are
I don’t know your company
I don’t know your company’s product
I don’t know what your company stands for.
I don’t know your company’s customers
I don’t know your company’s record
I don’t know your company’s reputation
Now what was it you wanted to sell to me?
Tip: People want to know who they
are dealing with. Make it easy for
them to find out and contact you.
Brand
Strategy
7. Why do you need a brand?
Why brand?
• Price premium
• Customer preference
• Shorter sales cycles
• Customer referral
• Recruit the best team
• People have too many choices
• Most have similar features or qualities
• We tend to buy on trust
Trust = Reliability, and Delight
Brand
Strategy
9. What elements make up a brand?
• Brand Strategy - positioning, value to your target market
Building a strong identity - Differentiate
• Brand Culture - How you do what you do - customer experience your values
Building a strong culture - Collaborate
• Brand Implementation - your look and feel
Communicating the brand - Innovate
Digital
Strategy
Brand
Strategy
Strategic
Service
Design
Marketing
Strategy
10. Why do you need a brand
Let’s dispel some myths....
• First; A brand is not a logo.
• Second; A brand is not an identity.
• Finally; A brand is not a product.
Tip: It is not what you say it is, it is what your
customer says it is.
Brand
Strategy
18. Brand Voice
Voice and Style
- Describe your brand voice.
- Review sample headlines.
- Review sample copy.
- R eview usage—how do you use your company or
brand
name in the following: possessive, plural, product,
service, in
combination with other items, etc.
- How do you write your company name? All caps, title
case,
shorthand, something else?
- Gregarious - Fun-loving
- Empathetic - Gracious
- Generous - Easy-going
- Professional - Intense
- Eccentric - Bubbly
Brand
Strategy
20. Branding Communications
Where do you put it?
Van
Business card
Website
Email footer
Aframe
Ads
T-shirts
Magnets
• Stationery Business cards Attire (uniform)
• Forms Twitter background Facebook page
• Web site Invoices Email signature
• Telephone manner Customer service Advertising
• Delivery vehicles Salespeople Email format
• Printed materials Signage Office facility Employee
• Attitudes Vendors
• Smells Sounds Tastes
Digital
Strategy
21. Logo
There are three components to the logo:
1. Words – The words in your business name
and the words in
your tagline
2. Icon – The picture part of your logo.
3. Color – The primary and secondary color
you choose for your
logo.
Digital
Strategy
26. 3%
75%of buy cycle is complete before
sales is engaged
Forrester 2011
of sales interactions are
considered worthwhile by
prospects
Forrester 2011
50%of sales teams achieve quota
DemandCon 2011
The World Changed…
27. Customers Journey
1. Know where your customers
go and with whom they talk
2. Align to how customers buy
3. ‘Close’ faster by helping
buyers validate decisions.
4. Deliver the experience
customers want
42. The Marketing Planner
Month January February March
Entanglements
Sales Goal
Week of (Mon.
Start) 3 10 17 24 31 7 14 21 28 7 14 21 28
Key Dates & Events Valentines Day
Sales Support
Sales Promotions Valentines Day Offer Valentines Day Offer Valentines Day Offer
Better Homes Offer
Offer of 10% off
stock
Offer of 10%
off stock Offer of 10% off stock
Offer of 10% off
stock
Offer of 10% off
stock
Offer of 10% off
stock
Survey - Entry Survey - Prize
Survey -
Prize Survey - Prize Survey - Prize Survey - Prize Survey - Prize
Builders pop up
Builder pop up 20%
discount offer
Builder pop up 20%
discount offer
Builder pop up 20%
discount offer
Builder pop
up 20%
discount offer
Builder pop up 20% discount
offer
Builder pop up 20%
discount offer
Builder pop up 20%
discount offer
Builder pop up 20%
discount offer
Customer 10% new
customer offer
New Customer offer
10%
New Customer offer
10%
New
Customer
offer 10% New Customer offer 10%
New Customer offer
10%
New Customer offer
10%
New Customer offer
10%
Materials
Public Relations
Special Events &
Sponsorships Better Homes Event MIFS Event
Press Releases
Better
Homes Event MIFS Event
Interactive
Networking events
Online Directory
Listings &
Classified
Social Media -
Twitter Facebook,
etc. Facebook Offer Facebook Offer Facebook Offer
Blog/RSS
Email Email Offer Email Offer
Website Messaging Update banner Update banner
Mobile
Advertising
Networking
SMS SMS SMS SMS
Print
Mail Drop Mail Drop
Outdoor
Research
Customer Surveys Survey Online re Google
Digital
Strategy
44. The Marketing Metrics
LinkedIn generates more
leads for B2B companies
than Facebook, Twitter, or
blogs individually. Yet only
47 percent of B2B marketers
say they use LinkedIn versus
90 percent on Facebook.
Inside View
47. Sales and Marketing System
19
Bloomtools.com https://www.thewebconsole.com
Digital
Strategy
48. Online Marketing
• SEO
• Directories
• Web and Blog
• Content
• Reviews
• Social
• Local
• Deals
Sixty percent of marketers plan to increase their
spending on content marketing over the next 12 months.
Content Marketing Institute
Digital
Strategy
62. Worksheets
Your Score Possible
GOALS: 0 2
Are the business, sales, and marketing goals defined clearly? Yes/No
Can each goal be measured and tracked? Yes/No
Comments:
[Insert comment(s).]
Your Score Possible
ORGANIZATION: 0 2
Are the marketing roles well defined? Yes/No
Has a determination been made to whether the role will be handled internally or externally? Yes/No
Comments:
[Insert comment(s).]
Your Score Possible
RESEARCH: 0 5
Has an internal survey been done to capture internal perspective (either via web survey, Go-To-Market Strategies’
marketing planning questionnaire, or other means)?
Yes/No
Has a customer survey been conducted to capture CURRENT customer perspective on your brand and market? Yes/No
Has a thorough competitive study been conducted? Yes/No
Did competitive study include secret shopping? Yes/No
Are industry trends and market size established by credible sources (i.e. trades, research firms, analysts, experts, etc.)? Yes/No
Comments:
[Insert comment(s).]
Your Score Possible
BRAND: 0 6
Does your 25, 50, and 100 word descriptions clearly define WHO you are, WHAT you do, WHO you do it for, & WHY you? Yes/No
Has it been tested by a small sampling of customers? Yes/No
Are your statements void of industry jargon, words not significant to a buy decision, and marketing fluff? Yes/No
Is your brand promise: a) accurate (do you truly deliver this promise in EVERY interaction and business decision you make?); b)
relevant (have your customers confirmed this is THE reason they buy from you); c) tangibly and consistently delivered (can you
identify at least 5 TANGIBLE things you do to deliver this promise consistently?)
Yes/No
Is your brand promise unique to you (no other competitor can make the same claim?) Yes/No
Have you defined your brand personality with no more than FIVE traits? And, do these five traits together define your uniqueness
in the market?
Yes/No
Comments:
[Insert comment(s).]
Your Score Possible
PRODUCTS/SERVICES: 0 5
Are your products and/or services well categorized? Yes/No
Do you have a positioning statement for each product that defines WHAT it is, WHAT it does, for WHOM, and WHY a customer
buys it over alternatives
Yes/No
Are your listed features truly features and are the benefits listed truly benefits? (A feature is what the product does or service
includes. The benefit is the direct result the customer gets from using that feature. For example, a product feature may be that it is
“lightweight” the associated benefit would be that it is “easily portable”)
Yes/No
Are the features listed the DIFFERENTIATING features of your product/service? Yes/No
Are the benefits included the MAIN benefits your customer looks for when buying this type of product/service? Yes/No
Comments:
[Insert comment(s).]
Your Score Possible
TARGET MARKET: 0 4
Do you have target markets defined such that a) you could purchase a list and/or b) know exactly where to find them? Yes/No
Have you identified characteristics of your target market that are unique to your customer base? Yes/No
§ Do your target markets represent at least one existing customer? If not and you are targeting a completely new market, does the
target market that is new to you have a near-neighbor connection with target markets you already have a background with? NOTE:
Score yes, if second question is “yes.”
Yes/No
§ Have you defined target markets that are a) big enough to meet your revenue goals and b) small enough you can afford to reach
them regularly through sales and marketing efforts?
Yes/No
Comments:
[Insert comment(s).]
Your Score Possible
COMPETITION: 0 4
Does your plan have a good understanding of your competitive landscape (i.e. what is happening with competitors, how that impacts
the industry, overall strengths, weaknesses, opportunities, and threats.)?
Yes/No
Yes/No