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Tamsen Webster at TCISBS
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How to use MESSAGING
to build a truly DIFFERENT IATED BRAND
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 1
@tamadear© 2014, Oratium LLC#TCISBS
What’s the goal of Marketing? ACT ION
@tamadear© 2014, Oratium LLC#TCISBS
What’s the goal of Marketing? ACT ION
@tamadear© 2014, Oratium LLC#TCISBS
☑ 1. Right people ☑ 2. Right places ☐ 3. ___________
@tamadear© 2014, Oratium LLC#TCISBS
☑ 1. Right people ☑ 2. Right places ☐ 3. ___________
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 2a - Sender-centric Fig. 2b - Audience-centric
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 3
@tamadear© 2014, Oratium LLC#TCISBS
“Our after our”
@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.”
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 4 - Beaches Fig. 5 - Beds Fig. 6 - Bars
@tamadear© 2014, Oratium LLC#TCISBS
ACT ION
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 7
@tamadear© 2014, Oratium LLC#TCISBS
Belief precedes action.
@tamadear© 2014, Oratium LLC#TCISBS
Knowledge precedes belief.
@tamadear© 2014, Oratium LLC#TCISBS
KNOW - BEL I EVE - DOOrder for people:
@tamadear© 2014, Oratium LLC#TCISBS
DO - BELIEVE - KNOWOrder for planning:
@tamadear© 2014, Oratium LLC#TCISBS
“Whether you’re looking for escape, adventure, romance, or a great time with the kids,
__________ is the perfect destination .”
@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?
TAMSEN WEBSTER SVP, Executive Communications tamsen@oratium.com
THANK YOU.
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