Brand-Marketing Strategy Marketing Implementation Analyze & Adjust A tactical marketing plan giving the maximum ROI (Return on Investment) at the lowest cost while aligning with the brand’s goals Outline the goal(s) of the marketing plan Metrics to validate the resources used in marketing Ensure marketing reflects the brand SMART Effectively capture clients using customer persona scenarios Customer personas and smart limits unnecessary efforts

1. BOOTSTRAP
MARKETING
Brandon T. Luong, Founder
Guanxi Innovations
@BrandonTLuong

2. AGENDAAGENDA
‣ Brand-Marketing Strategy
‣ Marketing Implementation
‣ Analyze & Adjust

3. BRAND-MARKETING STRATEGY
BOOTSTRAP MARKETING
@BrandonTLuong

4. BRAND-MARKETING STRATEGY
A brand is the set of expectations, memories,
stories and relationships that account for a
consumer’s decision to choose one product
or service over another. If the consumer
doesn’t pay a premium, make a selection or
spread the word, then no brand value exists
for that consumer.
“
”- Seth Godin

5. BRAND-MARKETING STRATEGY
The aim of marketing is to
know and understand the
customer so well the product
or service fits him and sells
itself.
“
”- Peter Drucker

6. BRAND-MARKETING STRATEGY
Branding
‣ Strategy
‣ Sets company image
guidance
‣ Gathers consumer
intelligence second hand
Marketing
‣ Tactical
‣ Delivers company’s
message to target consumer
‣ Gathers consumer
intelligence directly from
source
vs
BRANDING VS MARKETING

7. BRAND-MARKETING STRATEGY
Bootstrap Marketing
noun
A tactical marketing plan giving the maximum ROI (Return on
Investment) at the lowest cost while aligning with the brand’s goals

8. BRAND-MARKETING STRATEGY
APPROACHES ON MARKETING PLAN
1 2 3
General Marketing Campaigns Product Marketing
‣ Year Round
‣ Relatively static
‣ Flexibility in adjust
‣ Set period of time
‣ Fast pace
‣ Long term planning
in short time
‣ Set period of time
‣ Fast/Slow pace
depending on
product
‣ Possibility of reusing
tactics again

9. BRAND-MARKETING STRATEGY
Ensure marketing reflects the brand
FIRST STEPS IN DEVELOPING MARKET PLAN
1 Outline the goal(s) of the marketing plan
Metrics to validate the resources used in marketing2
3

10. BRAND-MARKETING STRATEGY
Specific Measurable Attainable Realistic Timely
S M A R T
BE SMART AS TO REACH OBJECTIVES
*There are other frameworks you can use

11. BRAND-MARKETING STRATEGY
EFFECTIVELY CAPTURE CLIENTS USING CUSTOMER
PERSONA SCENARIOS
‣ Pit customer persona development to SMART framework
‣ Allows companies to understand who are their target audience, also discover
pivots sooner
‣ Gives insights on customers and how to persuade them to buy
‣ Lowers cost in customer acquisition, lifecycle and other costs

12. BRAND-MARKETING STRATEGY
CUSTOMER PERSONAS AND SMART LIMITS
UNNECESSARY EFFORTS
EX: Pick channels that are most relevant to your clients, and not profiles on every
single social network

13. BRAND-MARKETING STRATEGY
HEADER 2
EXERCISE
1) Identify company’s value, swag, culture and overall brand
2) Develop consumer persona
3) Select channels based on your targets’ behaviors

14. MARKETING IMPLEMENTATION
BRANDON T. LUONG
@BrandonTLuong

15. BRAND-MARKETING STRATEGY
STRATEGY MEANS NOTHING WITHOUT NUMBERS
‣ After establishing customer criteria, have metrics in place
‣ Know the real marketing cost: customer acquisition, lifetime value, marketing-
sales conversion, etc.
CAC =
MCC
CA
CAC – Customer Acquisition Cost
MCC – total Marketing Campaign Cost
CA – total Customers Acquired

16. BRAND-MARKETING STRATEGY
Real Formula for CAC
CAC =
MCC + W + S + PS + O
CA
CAC – Customer Acquisition Cost
MCC – total Marketing Campaign Cost
W - Wages
S – cost of all marketing/sales Software
PS – additional Professional Services
O – Overhead
CA – Customers Acquired

17. BRAND-MARKETING STRATEGY
Customer LifeTime Value cost
LTV = S x R x T
LTV = LifeTime Value
S – average value of a S
R – number of Repeated transactions
T – average retention Time in months or
years for a typical customer

18. BRAND-MARKETING STRATEGY
A/B TESTING HELPS MARKETERS PIVOT THEIR STRATEGY
‣ Altering colors or layout may increase engagement
‣ Reveal which method is most effective
‣ Enables marketers to change strategy on the fly

19. BRAND-MARKETING STRATEGY
IDENTIFY AREAS OF NEEDED MARKETING $
‣ Identify highest purchasing seasons according to market
‣ Budget total year, and how much goes into each
‣ Formula:
Budget = Digital + Physical + Software + Wages + Misc.

20. BRAND-MARKETING STRATEGY
HEADER 2
EXERCISE
1) Review customer persona
2) Create several “Facebook Ads” for A/B testing
3) Class poll to see which ads are more effective
Constraints:
- Header is 25 characters
- Body is 90 characters
*Disclaimer: Facebook has an image – text ratio of 20%, but who cares for this exercise

21. ANALYZE & ADJUST
BRANDON T. LUONG
@BrandonTLuong

22. ANALYZE & ADJUST
‣ Review the numbers to adjust the plan
‣ Monitor and comprehend analytics as to avoid the red
‣ Ensure digits are align with goals
DON’T EFF UP; ADJUST ACCORDING TO NUMBERS

23. SUMMARY
‣ Frameworks are your friends
‣ Thy shall know the numbers
‣ Strategy  Implementation  Pivot  Repeat

24. ‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
THANKS!
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
BRANDON T. LUONG
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
‣ Brandon@guanxiinnovations.com
‣ @BrandonTLuong
‣ Luong.webflow.com