PRESENTATION: Conducting a Marketing Physical To Ensure Brand Health WHERE/WHEN: In-HOWse Designer Conference Austin, TX - Sept. 10, 2007 DESCRIPTION It's time to give your business a marketing physical. This may sound strange, but it's just like going to your own doctor and getting a physical for yourself. The doc takes your vital signs, asks probing questions, and conducts a few key exams. You learn what may be affecting your health, and then you adjust your day-to-day life based on the results in an effort to ward off serious illnesses. Why not do the same for your brand or business? John shows you how to conduct your marketing physical to diagnose and treat common marketing ailments like anemic sales, poor brand complexion and marketing obesity. PRESENTER: John Moore, marketing medic BRAND AUTOPSY Marketing Practice www.brandautopsy.com

1. Conducting a Marketing Physical John Moore

2. This presentation was delivered on Monday, Sept. 10, 2007

3. Conducting a Marketing Physical John Moore

7. Ah

8. Ah Ah-Ha

9. Healthy brands grow. Unhealthy brands wither.

10. Brands are more than marketing strategies. They are living organisms.

11. Conducting a Marketing Physical  Business Anatomy 101  Basic Vital Signs  Leading Causes of Brand Demise  The Marketing Physical  One Final Thought  Q&A

12. Hippocratic Oath

13. Marketing Hippocratic Oath As marketing professionals, we do not treat a tactical marketing disease, nor a strategic marketing disease …

14. … but rather a sick brand, whose illness may affect the business’s customers and economic stability. Marketing Hippocratic Oath

15. Our responsibility includes these related problems, if we are to care adequately for the sick brand. Marketing Hippocratic Oath

16. We pledge to prevent marketing diseases whenever we can, for prevention is preferable to demise. Marketing Hippocratic Oath

17. Business Anatomy 101

18. Human Anatomy

19. Human Anatomy Skeleton System

20. Human Anatomy Lungs innovation creativity

21. Human Anatomy Heart NO HEART no passion = poor work BIG HEART passion = quality work

26. Brain think act learn create ideate dream

27. Human Anatomy Heart Eyes/Ears Brain Lungs Skeleton System

28. Vital Signs

31. Vital Signs Comp Sales Must surpass the rate of inflation. If not, the brand is dying, not growing.

32. Vital Signs Comp Transactions If a business has more customers, then it is likely to be healthier. Marketing does its job when it drives MORE customers to buy.

33. Vital Signs Average Ticket Year-over-year increases in Average Ticket per customer signals a healthy brand.

34. Vital Signs Budgets Marketing budget as % of sales. (7%+ is unhealthy) Advertising budget as % of marketing budget. (50%+ means“Advertising Obesity”)

35. Vital Signs Brand Age Vital signs will differ between embryonic brands, adolescent brands, middle-aged brands, and geriatric brands.

36. Leading Causes of Brand Demise

43. Conducting a Marketing Physical

44. Marketing Physical The HOPE Method H O P E istorical facts pinions erceptions xpectations

48. Marketing Physical Historical Facts Topline Current and Planned Marketing Activities/Promotions 3 H OPE

49. Marketing Physical Opinions H O PE Review past recaps You do have recaps, right? You are conducting post mortems on promotions, right? (If not, you must.)

50. Marketing Physical Perceptions The more promoters, the greater a brand grows. HO P E 1 Measure Customer Referrals NET PROMOTER SCORE How likely are you to recommend our brand to a friend?

51. Marketing Physical Perceptions 2 Measure Employee Referrals HO P E “ NET PROMOTER SCORE” How likely are you to recommend our company to a friend who needs a job?

53. The Dinner Party Test Marketing Physical Perceptions 3 HO P E

55. How do your friends talk about your company? Do they talk about the things your company did or the things it does?

56. Marketing Physical Expectations Determine where you’d like the brand to be in … 6 months 12 months 3 years HOP E

57. Marketing Physical Expectations Compile a STOP , START , CONTINUE List HOP E

58. One Final Thought

59. 11,000,000 (plastic surgery procedures in 2006) (from 2005)  7%

61. Spend marketing dollars to design your products and services better … Not to make your advertising better.

62. PLEASE AVOID Plastic Surgery Marketing!

63. Questions?

64. [email_address] www.brandautopsy.com