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A talk given at Hallmark Institute of Photography, to their class of nearly 200 budding professional photographers. An overview of the concepts of inbound and outbound marketing ... and a marketing unbound whirlwind demo building a website, a facebook page, and a twitter account -- all linked -- in 20 minutes!
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“Outbound,” “Inbound” and
“Unbound”Practical First Steps for
Building your Brand Online
Why am I here?
Started my own businessSold my first photo session
Photo chosen for 3-year exhibit
1974: Introduced to photography by Diz Bensley1988: Son born, camera dropped2001: Bought first digital camera
Why am I here?
Started my own business
Found my 1st client using techniques I’ll demonstrate in less than two weeks
1986: CGA Graphics demo, Harvard University1993: Director, New Technology Marketing, Lotus
1997: VP, e-business Software, IBM1999: CMO, Bowstreet (IBM)
2002: VP Marketing, Sonic Software (PRGS)
Why am I here? (version 2)
Advertising PublicRelations
Introduction toWebsite Design
And You?Snatched from http://hallmark.edu/courses/marketing/
Salesmanship
Self-Promotion
Sales Promotion
BrandManagemen
t
Topics for Today
• What is a brand?
• The end of an era
• Outbound
• The new buzzword era
• Inbound
• Building your brand online
• Unbound
• Unbound in Action
What is a Brand?
What is a Brand?It’s what a brand manager does
It defines a brand experience
It conveys a brand image
It’s a logo
A slogan, or tagline
What is a Brand?
An EnduringPromiseOf Value
The end of an eraDriving the fish to the nets
Three Hundred Year-old Theory
Awareness
Consideration
Preference
Purchase
Why?•USP•Service•Price
How?•Financing•Contracts•Warranty
Who?•Advertising•Direct Mail•Conferences
What?•Brochure•Capabilities•Portfolio
Why Did This Model Work?(Until Recently)
Vendors
Buyers
Media
What Happened?
Web 2.0
Major Transformations
•Cost to publish–From very expensive to free
•Time to distribute–From long lead to instantaneous
•Volume of information available to buyers–Essentially infinite
Disinter-MEDIA-tion
Op-Ed PagesTrade Publication
Sunday ClassifiedsTalk Radio
Word of Mouth
Two Irreversible Changes
• Vendors no longer have complete
control over brands
– Users, buyers, voters have seized it
• Big companies no longer have great
advantage over small ones
The new buzzword eraListen twice, speak once
INBOUND MARKETINGYou are your media
Where Do I Begin?
When We Return: “Unbound”
Practical First Steps for Building your Brand Online
ORGANIC / NATURAL
PAID
PAID
FREE
Google Haiku #1
Professional Photography
Award-winning Photographer in NYC,
Locations, Interiors, Architecture
www.DigitalDestinations.com
Google Haiku #2
Pentimalli Studios
Capturing the Magic of Your Wedding
Creative Packages For Every Budget
www.pentimallistudios.com
Massachusetts
Google Juice
Amy Wenzel is a creative portrait and commercial photographer based in Grand Rapids, Michigan.
Specializing in photography of babies, children, pregnancy,
family, senior girls and fashion related commerical projects.
Available for travel
Amywenzel.com
Let’s Get Found
Why This Matters
Marketing Unbound White Paper
Reconnect with a colleague
Photos ofTaliesin West
Unbound MarketingBecome an Elastic Brand
Establish
Presence Assert
Authority
Monitor
Reputation
Establish Presence
• Define where you need to be online
• Continuously improve your website
• Select your channels, & start ‘casting
• Don’t forget traditional media
• Yes! This is not about being rigid!
Assert Authority
• Continuously refine your value
• Google Haikus, Google Juice
• 100 key figures in your market
• Hang your shingle
• LinkedIn, Flickr, other networks
Monitor Reputation
• Set up your Google Alerts, RSS Feeds
for your 100 key figures
• … and for your own brand
• Investigate reputation monitoring
services
There are Haystacks
And there are Needles
Unbound MarketingBecome an Elastic Brand
Establish
Presence Assert
Authority
Monitor
Reputation
Lather, Rinse, Repeat
Resources
• Wordpress.org, twitter,com, facebook.com
• Google Local Business Center
• socialoomph• Friendfeed• Clicky
• Thesis (theme)• Twitter for
Wordpress• Feedburner (and
WP plugin)• Google XML
Sitemap• Hubspot
