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branding your path to successon a zero dollar budget
Larry DeVincenzi, brand marketing strategist
Gooooood Morning!
If you know yourself, but not your enemy,for every battle won, you will suffer a loss.
If you know your enemy and yourself, you will win every battle.”
Pull Don’t Push (10 min.)
Email Resources (10 min.)
Effective Websites (10 min.)
Open Q&A (10 min.)
Positioning Your Brand (20 min.)
Cell Phones Off Please
POSITIONING YOUR BRAND
The term “BRAND” encompasses the entire experience that customers and prospects have with your business or product.
Your brand is what you stand for; the promise you make; the personality you convey.
Stand out from the competition.
POSITIONING YOUR BRAND
Most businesses don’t initially focus on brand strategy, but rather choose to focus only on sales.
A critical error, as a sound brand strategy will help you:
Enable your competitive position and value proposition to grow.
Position you as a specific value in the minds of prospects and customers.
Grow faster than similar brands
Gain market share = $$$.
POSITIONING YOUR BRAND
WHY?Because the goal of marketing is
SALES.
BRAND DNA
5 W’s:Who: Is your exact target market? (demographics/psychographics)
What: Description of product or service (non-technical)
When: Timing in the market place?
Where: Local, Regional, National or International (defines marketing channels)
Why: What is your unique value?
S.W.O.T. ANALYSIS
READY… SET… WAIT!
2-3 Sentences that convey your DNA (Brand Position)
:30 “Elevator Speech”: Practice until it’s natural(Essential For Networking)
Press Release Development
Copywriting (set tone for your target audience)
Logo Development / Tag Line
MEASURE TWICE, CUT ONCE
Test Your Market
Test Marketing (brand logo ideas)
Tag Lines (try before you buy)
Measure Perception (test SWOT)
Price Points (percieved value)
Referrals (early adopters)
PERMISSION MARKETING
- - . ---
What’s Working Today?
> The elephants aren’t in the jungle…
They’re at the watering hole!
> Decentralization of Consumerism - Each of us sees more ads alone in one year than people of 50 years ago saw in an entire lifetime.
> Advertising works to those that want the message (opt-in to your brand!).
> Social Media is not a default opt-in to advertising.> Networking opportunities/events.
PERMISSION MARKETING
Encourage a learning relationship with customers
Opt-in to all databases
Teach your brand once permission is granted
Deepen relationships for referrals
Push & Pull Marketing
EMAIL RESOURCES
Include your logo and tagline with contact information (telephone number & website)
Brand Your Signature
Add your social media links if appropriate to your recipient. Consider using more than one style of signature for different audiences.
Watch your language! The written word is easily misinterpreted.
EMAIL SYSTEMS
Good analytics (delivery rate, ability to opt-in, list management, etc)
Choose Your Weapon
Might be “black listed” because of volume and past abuse. Delivery fail rate up to 20% of valid addresses. Faster than sending from you personal account. Bulk sends from your email account may identify you as a spammer.
Provide templates and free trials (keep it branded!) Allows you to “customize” message to recipient.
Be sure your email addresses are opted-in only!
EMAIL CAMPAIGN SYSTEMS
Consistency is key. Survey to determine frequency.
Drip, Drip, Drip
Encourage “forward to a friend”
Provide helpful tips, resources - including links to external information.
Content is king. Selling is never just telling.
Always allow opt-out.
Effective Websites
Improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic") search results as opposed to Search Engine Marketing (SEM) which deals with paid inclusion (Google Adwords, Yahoo, etc.). Social Media can be effective in organic SEO (keyword tagging is critical, time intensive)
search engine optimization
Search Engine Marketing is also effective, and addictive. (keyword integration is also critical here)
Effective Websites
design considerations
Memorable Branded Creative (“brand personality”)
SEO optimization is a coded formula. (inherent design constraints)
Stock/royalty free imagery (shutterstock.com / istockphoto.com, etc.)
Original photography can be more affordable. Targeted copy “on brand” platform.
SEM optimization code on every web page is critical to knowing your audience.
Effective Websites
Wordpress (blog platform, plugins = CMS flexibility)
Content Management System (CMS) enables you to manage your own work flow in a collaborative environment.
akeep control
Contribute (collaboratively author, review, and publish — without learning HTML.)
Questions? Answers!
QA&
Network With Us!
SmartBrand
SmartBlogsmartblog.wordpress.com
smartbrand.biz
Project ecoBrandProjectecobrand.com
Reno Green Drinks & Las Vegas Green DrinksGreendrinks.org (search Nevada)
FacebookSearch “smartbrand” for group and fan pages
TwitterSearch “smartbrand” or “ecobrand”
YouTubeSearch “smartbrandllc” for our video channel
thank you!
Larry DeVincenzibrand marketing strategist
website: smartbrand.bizblog: smartblog.wordpress.com
marketing that works
