L

1. Moving
from
Marke.ng
to
Markerching!
(Ensure
your
marke.ng
investment
delivered
real
sales)
Tweet
about
today
#marke'ng4SUB
19th
July
2012
Slides
will
be
available
for
download
www.Slideshare.net/Fanclubgroup

2. Our
mission
today
To
help
you
get
more
bang
for
your
marke6ng
buck
To
help
you
create
be7er
brands
To
inspire
you!

3. Today
speakers
Les
Mear:
23
years
marke.ng
experience
Started
two
businesses
Philip
Slade:
25
years
adver.sing
experience
Started
three
businesses

4. Star'ng
a
business
It
can
be
a
bloody
nightmare!

5. 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

6. 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!

7. BRAND
BUILDING
IN
THE
START-­‐UP
BUSINESS
(The
game
hasn’t
changed
–
only
how
it’s
played)

8. What
is
a
brand?
? Image
used
for
illustra.on
only
no
rights
claimed.Flickr
User
-­‐
ores2k
?
Understand
what
drives
people,
and
you
understand
brands

9. Understanding
people?
PAIN
PLEASURE
Image
used
for
illustra.on
some
rights
claimed.Flickr:
By
GORE-­‐TEX®
Products
No
real
name
given

10. Understanding
people?
PAIN
PLEASURE
“I
need
to
cook
but
I’m
6red”
“I
don’t
have
to
cook
or
clean
up!”
“I
feel
guilty
I’ve
not
treated
the
kids
“The
kids
will
love
in
ages”
me
for
it!”

11. Understanding
people?
ILTER
F
Image
used
for
illustra.on
some
rights
claimed.Flickr:
By
GORE-­‐TEX®
Products
No
real
name
given

12. Filter
&
Focus
ILTER
F

13. Filter
&
Focus
ILTER
F

14. Understanding
people?
EMOTIONAL
NEEDS
RATIONAL
NEEDS

15. Successful
brands
meet
both
needs?

16. Mee'ng
Ra'onal
&
Emo'onal
needs
Let’s
go
car
shopping!

17. Mee'ng
Ra'onal
&
Emo'onal
needs
Meets
my
ra'onal
needs
Addresses
emo'onal
needs
Fits
my
budget
✔
I
will
look
&
feel
successful
✔
Reliable
✔
My
friends
will
approve
✔
Good
fuel
consump6on
✔
Will
look
great
outside
house
✔
Can
fit
the
kids
in
✔
Golf
clubs
will
fit
in
the
boot
✔

18. So
in
simple
terms,
what
does
a
brand
do?
A
brand
can
be
seen
as
a
device
that
connects
you
with
your
market
You
Your
Your
Business
Brand
Market

19. So
what’s
the
difference
between
a
brand
and
a
logo?

20. What
is
a
logo?
A
logo
is
a
short-­‐cut
to
a
brands
world

21. What
is
a
logo?
A
logo
is
a
short-­‐cut
to
a
brands
world

22. What
is
a
logo?
A
logo
is
a
short-­‐cut
to
a
brands
world

23. 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?

24. What
is
a
logo?
A
logo
is
a
short-­‐cut
to
a
brands
world

25. SUMMARY
Understanding
Brands
is
understanding
People

26. THE
7
SECRETS
OF
BRAND
COMMUNICATIONS

27. The
7
Secrets
of
Brand
Communica'ons
CONNECTION
CALL
TO
ACTION
CUT-­‐THROUGH
CONSISTENCY
BRANDS
CLARITY
CONTRAST
CERTAINTY
(COMPOSITION)
©
Fan
Club
Communica.ons
Ltd
2012

28. THE
1ST
SECRET
Image
used
for
illustra.on
only
some
rights
claimed.
By
coolmallu
No
real
name
given

29. THE
2ND
SECRET
CONNECTION
Image
used
for
illustra.on
only
some
rights
claimed.
Flickr
user
INTVGene
Ryan
Amos

30. THE
3rd
SECRET
CLARITY
Image
used
for
illustra.on
only
some
rights
claimed.
Flickr:
By
MSVG
Michael
Gil

31. THE
4TH
SECRET
CERTAINTY

32. THE
5TH
SECRET
CONTRAST

33. THE
6TH
SECRET
CONSISTENCY

34. THE
7TH
SECRET
CALL
TO
ACTION

35. The
8th
Secret!

36. THE
8TH
SECRET
COMPOSITION

37. Summary
CONNECTION
CALL
TO
ACTION
CUT-­‐THROUGH
CONSISTENCY
BRANDS
CLARITY
CONTRAST
CERTAINTY
(COMPOSITION)
©
Fan
Club
Communica.ons
Ltd
2012

38. SUMMARY
Brands
People
Image
used
for
illustra.on
some
rights
claimed.Flickr:
By
GORE-­‐TEX®
Products
No
real
name
given

39. Next
–
How
to
turn
all
the
theory
into
ac.on!