The document discusses better marketing strategies that can lead to increased sales. It emphasizes understanding your target audiences and their needs and preferences for communication. Marketing should clearly communicate the benefits of products and services from the customer's perspective using a consistent brand identity across all channels. An effective brand tells a story that provides value for potential customers as they do more research online before making purchasing decisions. The presentation encourages businesses to focus on helping customers through relevant content across online and offline platforms to build trust and make customers for life.

1. Chehalem Valley
Chamber of Commerce
November 12, 2012
Better marketing
= bigger sales

2. Better marketing = bigger sales
If someone is looking
for what you offer,
where are they
looking?

3. Better marketing = bigger sales
If they find you,
what will they see?
Will they understand
why they should
choose you?

4. What do they want from you?

5. Better marketing = bigger sales
A surprise … quick,
simple, easy …
information… answer
my questions … talk to
me …WIIFM

6. What’s unexpected?
Surprise me!

7. It’s just a garbage truck

8. Or it’s a WOW truck!

9. Why should I care? How does this work?
I get it!

10. What’s in it for me?
Looks easy, simple!

11. Make it easy to choose
Good
information!

12. I know what they sell …

13. And here’s how to buy

14. Be relevant to your audience
Engage me

15. Architects want to see
it in use and understand
why it’s better

16. Architects need information…

17. We live in an
overwhelmed,
time-starved
culture
packed with
too many choices

18. Focus your marketing
A brand
brings focus

19. What is a brand?
A brand is more than a logo
A brand requires a visual and verbal
vocabulary
• A distinctive “ look and feel”
• A common voice, tone and style
• A system of colors and typography
• A series of images that build a cohesive whole

20. What is a brand?
What builds brands?
• Brands are being built with or without
management
• Publicity build brands
• Blogs, social media, marketing and websites
build brands
• Environments build brands
• Each contact with the organization builds the
brand

21. Perception is reality
• Your brand is based on what people
think about your organization
…it’s still
• Communicate clearly from the
audience’s point of view
about people
• Provide value to those you serve
and communication

22. Audiences
Perception is reality
• Your brand is based on what people think
about your organization
• To be effective you must communicate clearly
from your audience’s point of view
• You must create a brand that is visually
appealing, communicates the essentials,
answers their questions

23. The Generations
Effective marketing requires first
understanding the audiences you’re trying
to reach.
For the first time in history there are four
different generations in the workplace, each with
different values, perspectives and expectations

24. From Inc.
magazine
November
2012

25. Features vs. Benefits
You must be clear about the services or
products you’re offering, what are the
benefits?
How can you frame the benefits to connect with
the expectations of each generation?
How does each generation prefer to
communicate? (reading vs. watching vs. sharing)

26. Building a brand
communicate
your value
not just what you do

27. Define the message
What value do you provide?
• Go beyond the “stuff”
• Identify ideas, messages that address “why
should I care?” or
• “What’s in it for me?” (WIIFM)
• Where’s the “wow!”?

28. Features vs. Benefits
Features:
Here’s what the product does, or what the
service is. Descriptive.
Benefits:
Here’s the outcome, what you audience will
receive from the product or service.
Often emotional or personal.

29. Features vs. benefits
They’re not buying
a drill
They’re buying the
hole it makes

30. Audiences
Think about why instead of what
• Why do they need to connect with you?
• What purpose do you serve?
• Avoid just listing the “stuff” you do
• Consider their perspectives – who are they?
How do they communicate or take in
information?
• What’s the role in the purchase?

31. Communicate effectively
You will see all the messages and
tools, your audience won’t
• Consistency creates a connection
• Visually connect all elements, from website to
mailings to office environment to stationery
to displays, Emails and brochures…
• Define messages that are specific and unique
to you, that tell a story
• Uncover stories and information to share
(social media, blog, website, white papers)

32. t ’s y our
Wha
mess age?
(WII FM )

33. A longer sales cycle
Today the buyer is in charge
• Explosion of information sources (websites,
blogs, reviews, discussion boards, social)
• An era of self-serve information
• Talking to a person is a last resort, not a first
step
• B2B – 60% of the purchase decision is made
before contacting a sales person
• 2010 – 5.3 sources of information needed,
2011 – 10.4 sources needed before making a
buying decision

34. How to address the focus on information
Be relevant and valuable
• Help vs. sell, make a customer for life
• Discover customer needs first – listen,
research, talk to front line people
• Integrate offline and online information
• Provide resources to inform, educate,
enlighten

35. Brand positioning
The brand positioning
• Reflects where you fit in the market
• Separates you from the competition
• Clarifies key messages for staff and sales
teams
• Establishes the foundation and framework for
ongoing communication
• Ties together visual and verbal

36. Build your brand
Go forth and market!
• Brand responsibly
• Provide value to your audiences
• Connect where they communicate
• Build content that builds trust
• Integrate online and offline
• Evaluate website, mobile, social media
Because better marketing = bigger sales

37. Questions?
Jennifer Larsen Morrow
President
Creative Company

38. Give us a call to talk about your brand!
Creative Company, Inc.
726 NE 4th Street
McMinnville, Oregon 97128
503.883.4433
Toll-free 866.363.4433
Creativeco.com
Email to jlmorrow@creativeco.com