Branding, Marketing, What is Branding Sponsorship (Sales) · PDF filePrivate and Confidential Tuesday, 23 October, 12 Prepared by Adolfo Proietti 1 Branding, Marketing, and Sponsorship

Private and Confidential Tuesday, 23 October, 12
Prepared by Adolfo Proietti 1
Branding, Marketing, and
Sponsorship (Sales)
Presented by
Adolfo Proietti Tuesday, 23 October, 12 Private and Confidential - Do Not
Copy Without Expressed Written Permission
1 Adolfo Proietti, Marketing & Communication Specialist [email protected] 2012
What is Branding Branding began as a way to tell one
persons cattle from another by means of a hot iron stamp. A modern example of a brand is Coca Cola which belong to the Coca Cola Company.
Adolfo Proietti, Marketing & Communication Specialist [email protected] 2012
What is Branding Major brands of the world map
What is Branding
A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."[1]
What is Branding
What is Branding

Brands You Recognize
Evolution of a Brand
Evolution of a Brand
What is Branding
Exercise: Break out into groups and review or
create a logo for your group Discuss where it can be used and how
you can expand it
Using Your Brand
What is Marketing
Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing.

Marketing Communications (or MarCom or Integrated Marketing Communications) are messages and related media used to communicate with a market. Marketing communications is the promotion part of the marketing mix or the four Ps: price, place, promotion and product.
What is Marketing
What is Marketing
Those who practice adverting, branding, brand language, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, or marketing communication.
Marketing Plan Elements
Description of the Target Market age sex Profession income level educational level residence Adolfo Proietti, Marketing & Communication Specialist [email protected] 2012
Marketing Plan Elements Description of Competitors
market research data demand for product nearest direct and indirect competitors strengths and weaknesses of competitors assessment of how competitors businesses are
doing description of the unique features of your
product similarities and dissimilarities between your
product and competitors
Description of Product or Service describe your product emphasize special features, i.e., the selling points
Marketing Budget advertising and promotional plan costs allocated for advertising and
promotions advertising and promotional materials list of advertising media to be used and
an estimate of cost for each medium

Marketing Plan Elements Pricing Strategy
pricing techniques and brief description of these techniques
retail costing and pricing competitive position pricing below competition pricing above the competition price lining material costs labor costs overhead costs
Tactics and Budgets Determine what you want/need to do Prioritize by item, activity, etc. Develop a budget Review and adjust as needed
Communicating
From drums.
to digital!
What is Communications
Communication (from Latin "communis", meaning to share) is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behaviour.
What do you need to communicate?
What do you need to communicate?
A sender and a receiver.

Communication Objectives
Internally it defines market proposition and selling idea, to Executives Sales Employees Market
Communication Objectives
Externally it should strengthen perception with Customers Partners, Alliances Consultants, Analysts & Press Industry
Communication Stages Building Stage
Create Positive Exposure Craft Messaging Increase Name Recognition
Awareness Stage Influence Buying Attitudes Understand Purchase Intention
Impact Stage Alter Purchasing Behavior! Broaden Name Recognition
Collaboration All organizations need to participate
in development and implementation of a communications plan. Your Planning Meeting should include: Engineering Product Marketing Marketing/MarCom Sales Service Executive Advocate/Sponsor
Bottom Up/Inside Out FINANCE BUSINESS ORGANIZATION DIRECT MARKETING
ADVERTISING CREATION -Direct Response Indirect (Support)
SALES & MARKETING
Direct Mail Telephone
DIRECT RESPONSE ADVERTISING MEDIA
PRODUCTION
Newspaper Broadcast
MARKETING RESEARCH
Misc. Media
Outbound Postal Television Outdoor Billboards
Bus Boards Calendars Bill Inserts
Package Inserts Samplers
Other
Non-Postal
Measurable Response And/or Transaction
Radio Local
Cable/Satellite Supplements
Sales Transaction / Fulfillment
Customer / Prospect Data Lists
Mail Order Phone Order
Personal Visit or Call to Buyer
Personal Visit To Seller
National
MARKET SEGMENTATION -Consumer -Industrial
Inbound
Magazine
Trade/Industry
Professional
Consumer
Internet
Podcasting
Blogs/RSS
Email/E-Mktg
Interactive
Streaming Media
On-line Social Networks
Text Messaging
Analysis
Tuesday, 23 October, 12 Private and Confidential - Do Not Copy Without Expressed Written
Permission
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Channels of Communications
Sales Notes/Meetings Advertising Intra/Internet Social Media Tradeshows Employee Communications Seminars/Summits
Channels of Communications
Executive Briefings Direct Marketing Customer Initiatives Analysts/Consultants Work shops Media Tours Testimonials
Speak to Your Audience
Marketing
Exercise: Outline what marketing activities you
have engaged in? List additional activities attach budget Who is your audience? What key message(s) do you want to
get out there?
Social Media Why is Social Media Important?
Adolfo Proietti, Marketing & Communication

Documents

Branding, Marketing, What is Branding Sponsorship (Sales) · PDF filePrivate and Confidential Tuesday, 23 October, 12 Prepared by Adolfo Proietti 1 Branding, Marketing, and Sponsorship