Branding & Marketing Secrets to Attract New Customers

Christine BrownOctober 28, 2013

Vision 2020

In 1998 Chris Brown founded a full service marketing agency in Northeast Ohio to help other companies to

• Build awareness• Reach potential customers• Offer branding resources• Improve marketing efforts• Increase sales results

Chris Brown

Marketing Resources & Results, Inc.

Why is Branding important?

• Saves Money• Makes marketing an Investment; not a Cost• Forces a Focus: your Positioning/niche• Makes Marketing Decisions Easier• Increases Effectiveness• Provides Credibility

What is Branding?

• Started with Cattle• Sometimes different than the Company• Always provides a Promise• Separates from Competitors• What branding isn’t• Elements of branding

Using Branding to Attract New Customers

3 Secrets that Brand Managers Know:1) Positioning2) Pick Two3) Consistency

Quality

ServicePrice

Marketing is like Making Popcorn

Oil + Heat + Time = Success

Marketing Mix - Up

• Product, Price, Place, Promotion

• Strategy – Tactics• Market, Message,

Media, and Measurement

Target Market

• Know your channel• Who:

– Funds your business?– Carries your product? – Recommends your

services? – Who purchases? – Who influences? – Who is the end user?

• What is theirmotivation?

Target: Small Business

Create the Message

• Develop a 30 second commercial

• Elevator speech – memorable, repeatable and compelling

•Resources:

• LinkedIn

• YouTube

Marketing Media

tempocreative.com

Web 2.0

Measurements

• Blog– Readers per post– Click thru to Website

• Website– Website visitors/subscribers– Pages/time on site– Call to action – goal (contact us

page traffic)– Request for quote

• eNews or email blast– Number of subscribers– Open rate of emails– Click through rate on call-to-

action (link to product to buy)

Marketing:Standing out in your nichefrom the restof the field

Building Awareness

• Use PR in Internet Publications• UPublish – on others’ sites• eMail marketing• Direct mail to target market

Market Research

• Qualitative – the Sizzle (feelings)– Focus groups– Surveys– One on One

• Quantitative – the Steak (numbers)– Secondary research– Census bureau, ReferenceUSA, SizeUp– # of potential customers

Action Plans

Timing. Budget. Resources.

Build Awareness withPublic Relations

Tactic: Social Media

Tactic: Blogging

Three take away action steps for blogging:• Make a list of topics to blog about:

– Reviews– New products– Recent projects– Your ideas

• Write Your Posts in Word until you have a Format: – Headline,– Three paragraphs– A photo and a link– Ask for comments

• Find 3 other blogs in your area for guest posts

Tactic: SEO

• Organic vs Adwords• Panda, Penguin, Hummingbird• Age of domain, keyword in domain• On Page: titles, headings, content• Off Page: linking strategy, directories• Photos, videos and PDFs

Tactic Email Marketing

• Mail Chimp• Constant Contact• Vertical Response

• Look for:– Easy to embed– Opt in/Opt out– Downloadable– Reports– Surveys

Coming Soon

• 231 pages• Available on Amazon• Filled with tips and

techniques to brand and market your business, your products and services and yourself

Connect with me

www.BrandandMarket.com

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