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Moving from Marke.ng to Markerching! (Ensure your marke.ng investment delivered real sales)
19th July 2012
Tweet about today #marke'ng4SUB
Slides will be available for download www.Slideshare.net/Fanclubgroup
Our mission today
To help you get more bang for your marke6ng buck
To help you create be7er brands
To inspire you!
Today speakers
Les Mear:
23 years marke.ng experience Started two businesses
Philip Slade: 25 years adver.sing experience Started three businesses
Star'ng a business
It can be a bloody nightmare!
Star'ng a business
But it can also be bloody brilliant!
FImage used for illustra.on only no rights claimed.lickr User -‐ c 2090 Renee Silverman
Star'ng a business
Crea.ng the brand for your venture is fun and makes it feel ‘real’
But it also costs .me and money!
But a well designed and managed brand makes money!
BRAND BUILDING IN THE START-‐UP BUSINESS
(The game hasn’t changed – only how it’s played)
What is a brand?
Understand what drives people, and you understand brands
? ? Image used for illustra.on only no rights claimed.Flickr User -‐ ores2k
Understanding people?
PAIN PLEASURE
Image used for illustra.on some rights claimed.Flickr: By GORE-‐TEX® Products No real name given
Understanding people?
PAIN PLEASURE
“I don’t have to cook or clean up!”
“The kids will love me for it!”
“I need to cook but I’m 6red”
“I feel guilty I’ve not treated the kids
in ages”
Understanding people?
FILTER
Image used for illustra.on some rights claimed.Flickr: By GORE-‐TEX® Products No real name given
Filter & Focus
FILTER
Filter & Focus
FILTER
Understanding people?
EMOTIONAL NEEDS
RATIONAL NEEDS
Successful brands meet both needs?
Let’s go car shopping!
Mee'ng Ra'onal & Emo'onal needs
Mee'ng Ra'onal & Emo'onal needs
Meets my ra'onal needs Addresses emo'onal needs
Fits my budget ✔
Reliable ✔
Good fuel consump6on ✔ Can fit the kids in ✔
I will look & feel successful ✔
My friends will approve ✔ Will look great outside house ✔ Golf clubs will fit in the boot ✔
Your Brand
So in simple terms, what does a brand do?
You Business
Your Market
A brand can be seen as a device that connects you with your market
So what’s the difference between a brand and a logo?
What is a logo?
A logo is a short-‐cut to a brands world
What is a logo?
A logo is a short-‐cut to a brands world
What is a logo?
A logo is a short-‐cut to a brands world
What is a logo?
A logo is a short-‐cut to a brands world
Oooh lovely Chocolate! V didn’t they do something nasty in Africa with baby's milk?
What is a logo?
A logo is a short-‐cut to a brands world
Understanding Brands is understanding People
SUMMARY
THE 7 SECRETS OF BRAND
COMMUNICATIONS
BRANDS
The 7 Secrets of Brand Communica'ons
CUT-‐THROUGH
CONNECTION
CLARITY
CERTAINTY CONTRAST
CONSISTENCY
CALL TO ACTION
(COMPOSITION)
© Fan Club Communica.ons Ltd 2012
THE 1ST SECRET
Image used for illustra.on only some rights claimed. By coolmallu No real name given
CONNECTION
THE 2ND SECRET
Image used for illustra.on only some rights claimed. Flickr user INTVGene Ryan Amos
CLARITY
THE 3rd SECRET
Image used for illustra.on only some rights claimed. Flickr: By MSVG Michael Gil
CERTAINTY
THE 4TH SECRET
CONTRAST
THE 5TH SECRET
CONSISTENCY
THE 6TH SECRET
CALL TO ACTION
THE 7TH SECRET
The 8th Secret!
COMPOSITION
THE 8TH SECRET
BRANDS
Summary
CUT-‐THROUGH
CONNECTION
CLARITY
CERTAINTY CONTRAST
CONSISTENCY
CALL TO ACTION
(COMPOSITION)
© Fan Club Communica.ons Ltd 2012
Brands People
SUMMARY
Image used for illustra.on some rights claimed.Flickr: By GORE-‐TEX® Products No real name given
Next – How to turn all the theory into ac.on!
