1. /group3marketing
#USTG3M
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www.group3marketing.com

2. Brand
Building:
One 2 One
It’s Not Mad Men Anymore
/group3marketing
#USTG3M
/group3marketing
slideshare.com/group3marketing
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3. The Agenda
• Who’s On First
• Let’s Define Marketing
• Fire All The Brand Managers
• What Do We Mean By One 2 One
• Kings And Queens
• Story Building Vs. Story Telling
• ZMOT
• It’s Complicated – Two Case Studies and TESCO SK
• An Explosion
• The New Reality Of Brand Building

4. Who’s on First – A Marketing Parody
Do these guys remind you of how your marketing team creates a Brand Building campaign?
http://youtu.be/sShMA85pv8M

5. Author and marketing guru
Seth Godin said it best…

6. Let’s Define Marketing
 Back in the day, it was said that if you
asked ten economists a question, you
got ten opinions.
 Today, if you ask ten marketers a
question, you get 20 opinions
 Take a minute to write down your
http://bit.ly/HHbZZs
definition of marketing.
(Not easy, is it?)
 Then go to the next slide and see ours
(Don’t peek)

7. Takeaway #1
Marketing…
7

8. Fire All the Brand Managers
They Focus On
The BRAND
Wider Focus Brand Building
• The Marketplace (And Re-
• Competition building)
• Consumers Requires A
• Customers WIDER FOCUS

9. Brand Building
Mass Media PR One 2 One
• Reach • Short lived • Dynamic
• Frequency • Tight focus • Two way
• Static • Event driven • Flexible
• One way • Amplification
• Linear

10. One 2 One – What Do We Mean
Overlooked Word Of Mouth
It’s About • Wasn’t Sexy On Steroids
Connections And • High CPM – • Driven By Technology
Engagement Direct Mail • Fueled By Data
• Misunderstood Impact • Accelerated By Knowledge
• Actionable And Responsive

11. Takeaway #2
Brand Building One Size, One One Channel
Is Not One Message Does Is Never The
Dimensional Not Fit All Answer

12. The New Marketing Reality
Technology
• Multi-dimensional
• Rollercoaster ride
• Light Speed
Marketing Consumers
(B2B & B2C)
• Multi-dimensional
• Rollercoaster ride • Multi-dimensional
• Light Speed • Rollercoaster ride
• Light Speed

13. Takeaway #3 – Kings and Queens
• Data Is KING • Content Is QUEEN
• Brand Building Initiatives Will • The Message Is Critical
Not Succeed Without – Not Product Focused
Marketplace Knowledge – Not Service Focused
– Consumers – Customer Focused
– Competition • Segmentation Creates
• Data That Is Relevant Messages
– Knowledge Based – Up Close And Personal
– Insightful – Specific Triggers That
– Actionable Influence The Next Sale
– Timely

14. Story Building Vs. Story Telling
Do It In
Cyberspace
New Paradigm In 140
In Brand Characters
Traditionally, Marketers Building Or Less
Were The Story Tellers
• Build
The Story

15. ZMOT – Takeaway #5
• Old Media
– The STIMULUS
– The Genesis Of Brand Building
• MOT - A P&G Concept
– Fmot
– Smot
• ZMOT – A Google Concept
– Zero Moment Of Truth
– Critical New Concept
– First Step Of Engagement
• New Media
– The Buying Decision Journey Has Changed Remember the
– What Once Was A Message Is Now A Conversation G3M Definition of
– Word Of Mouth Is Stronger Than Ever And It’s Digital Marketing.

16. Brand Building – Winning ZMOT
http://youtu.be/PzNbPLD-V2Y

17. Brand Building Example
Initiative
• Create A New Database Driven Marketing Model That Takes
Advantage Of Near-time Technology
• Use “Triggers” To Initiate Engagement And Drive Organic Growth
Opportunity
• Expand Market Penetration And Market Share

18. Brand Building Example
• Brand Building Challenges – Questions, Questions, Questions
– What Is “The Market?” Can We Expand The Market?
– Who/What Is The Competition?
– How Do We Describe The Product? What Does It Do?
– How Does Our Product Compare To Competition?
– How/Why Is It Better?
– What Do We Name It?
– How Do We Price It?
– How Do We Take It To Market?
– Who Are Potential Customers? How Do We Reach Them?

19. Brand Building Example
Retail Supermarket Chain
Background
• #2 In Market
• Fewer Stores Than #1
Challenge
• Increase Business
• Protect Margin
• Don’t Add Stores

20. Brand Building – TESCO QR Code Subway Store
http://youtu.be/h7HnR02kJxY

21. It’s Complicated
The Story
Multiple
• Multiple Ways To
Channels Build It
• All Play A Role In • Every Channel Is A
Building The Brand New Delivery
Channel
• Easy To Screw Up • Mass
• Blend Old And New • Direct
Media Channels • Social
• Mobile

22. The Explosion of One 2 One - Social Media Revolution 2011
http://youtu.be/3SuNx0UrnEo

23. Dangerous Curves Ahead – Takeaway #6
The New Reality of Brand Building
 Brand Building Is Not Easy
 Understanding The Brand’s Challenges
Is The Critical First Step
 Marketplace
 Customers
 Competition
 Building The Story For Multiple Channels
 Influencing The First Of Many Sales
 Being Relevant And Immediate

24. One 2 One Pop Quiz
Pull Out
Your Cell
Phones
Text
POPQZ
To 96362
Open Take
Link Quiz

25. /group3marketing
#USTG3M
/group3marketing
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www.group3marketing.com