A one-day workshop for business owners and managers to help them be more effective in sales. Addressing marketing and target audiences, communication channels and tactics, content marketing and the four generations in the workplace. Held in Salem, Oregon, sponsored by Job Growers Inc.
Included:
Surprise your audiences to stand out
Speak in their language and from their point of view
Know your audiences and their expectations
Understand the different generations
Use benefits instead of features
Make it simple and easy for people to understand and respond
1. Job Growers and CCBI
October 11, 2012
Better marketing
= bigger sales
2. What we’ll cover
• Why should you care about marketing and
branding?
• What is a brand?
• Your target audiences—perception is reality
• Generational perspectives and their impact on
communications
• What should you communicate? Going beyond
the “stuff”
• What actions do you want to inspire?
3. Where are you now?
• Where do your customers come from now?
• How are you finding and reaching new
customers?
• What’s your sales process?
• What’s working?
• What’s not working?
• Where are your biggest challenges?
4. Better marketing = bigger sales
If someone is looking
for what you offer,
where are they
looking?
5. Better marketing = bigger sales
If they find you,
what will they see?
Will they understand
why they should
choose you?
6. Better marketing = bigger sales
Today B2B buyers
contact you only
after 60% of the
purchase decision is
already made.
30. What is a brand?
What is a brand?
• The name of a product or service
• A warranty, trusted concept or essence
• A preference in the mind of your audience
• An expectation of a certain level of service
• Confidence in knowing what to expect
• Value in the mind of the audience
• A bottom-line asset
31. The Starbucks brand
A brand becomes more than a cup of coffee … “let’s
get a Starbucks”
It’s about the experience, the total of all elements
32. The Apple brand
A brand builds an
emotional connection …
people who share the story
… an expectation of a
specific kind of interaction
and experience
33. 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
34. 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
36. Too many choices
CLARITY
There are too
many choices
for everyone. A
strong brand
helps you stand
out and connect
with those you
seek to reach
37. Create visibility and recognition
VISIBILITY
A strong brand
system sets you
apart and creates
recognition
38. Add value to all communications
“A brand means the
difference between VALUE
selling a white T-shirt
for $10 and selling a A strong brand
white T-shirt with a means a higher
Nike logo on it for perceived value…
$20.” for whatever you
Debbie Kennedy
have
Brand Oregon to offer
39. Simplify and streamline
SAVINGS
A strong brand
provides structure
and ties
communications
together so you’re
more effective
40. Building a brand
but we’re not
selling to
consumers,
we’re selling to
businesses
41. 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
42. 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 and communicates the essentials,
answers their questions
43. Audiences
Do you know your audiences?
• Do you know everyone you need to
communicate with?
• Do you know what they expect from you?
• Do you understand their concerns?
• Speak in the their language; be clear and
concise (no acronyms!)
44. Audiences
Business to business
• People are still people
• Roles might be different, not the final decision
maker
• Sales process might be longer, more people
and information involved
• It’s still trust, confidence, relationship
45. Brand building
Defining your brand
character and persona
46. Defining your brand
What personality do you want to
present?
• How do you want to be perceived, known
and remembered?
• It is this “persona” that will be remembered
• It’s the character/personality of your brand
communication that will create recognition
and attention
47. Defining your brand
Made up of the combination of
numerous elements
• Overall style of the
presentation/communication
• Details such as
• colors, image
• language, tone
• style and overall quality
• Key messages and phrases
48. Defining your brand
Is your image what your audience
wants, expects, will respond to?
• What’s the “playing field”? What’s
expected?
• You may want to appear as a complex,
intelligent and powerful company
• Your audience might prefer a simple, folksy
persona they can relate to
49. Exercises | Defining your brand
A. Think of your brand as a car
What brand of car would you be?
• Rank your brand on a scale
• Consider: image quality, price,
distinctiveness
• Exercise (Using the car metaphor helps
you visualize where you fit.)
50. Exercises | Defining your brand
B. Consider your brand as a person
Describe that person as they walk
towards you
• What kind of impression do they project?
• What is their appearance?
• What is your sense of their capabilities?
• What do you believe about them?
53. 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
54. Target your audiences
Consider
motivations,
lifestyles, attitudes
and expectations
Different for each
generation
Select the right
method of
communication for
each generation
55. Generations
The Silent Generation – 1925 to 1945
• 2005 Census – 63 million, now aged 67 to 87
• Have always done “the right thing”
• Reliable and show up for work on time
• Looking for a “great adventure”
• Second middle age …“now or never”
• 45% of age 70 to 74 use the
internet
• 58% of age 65 to 69 use
the internet
56. Generations
The Boomers – 1946 to 1964
• 2005 Census – 78 million, now aged 48 to 66
• The “Me Generation”
• Boomers are driving the marketplace
• Control 70% of the nations wealth
• Want to stay healthy, keep youthful appearance
• Career focused
• In the midst of intense
transitions
• Address lifestyle
preferences and life stages
• Online and connected,
85% of those 50-64 are online
57. Generations
Gen X – 1965 to 1984
• 2005 census – 48 million, now aged 35 to 47
• First generation of latch-key children, learned to rely on
themselves
• More results-oriented, less process-oriented
• Will change jobs more frequently
• Savvy and cynical consumers
• No brand loyalty, earn confidence
every time
• Want direct communication
• 93% of 30-49 year olds are online
58. Generations
Gen Y – Born 1985 to 2010
• 2005 Census – 76 million, now aged 12 to 34
• Have honed a “sixth sense” in seeking what’s authentic,
don’t want to be “sold”
• Always looking for the next “cool” thing
• “One of smartest, tech savvy and idealistic generations of
our time”
• Girls grew up participating in
sports, more self-assurance
• Multi-tasking is natural
• 96% of 18 to 29 are online
59. Generations
Trends and statistics
Smartphones mean mobile internet access
• 83% of U.S. adults have a cell phone of some kind, and
42% of them own a smartphone
• 58% between ages of 25 and 34 own a smartphone
• 44% of those ages 35-44
• 49% of those ages 18-24
Social media has wide adoption
• 55% of Twitter users are 35 or older
• 63% of Pinterest users are 35 or older (79% female)
• 65% of Facebook users are 35 or older
• 79% of LinkedIn users are 35 or older
61. 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)
62. 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.
64. Audiences
What is needed and wanted by your
audience(s)?
• What’s the primary reason each audience
wants/needs/uses your products or services?
• What do you provide immediately, and over
the long-term?
65. 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!”?
66. 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?
74. Building your brand
Brand building (effective marketing)
requires focus
• Focus on your audiences and the benefits
• Branding requires consistency in message and
visuals
• You will get tired of it long before your
audiences do
75. Building your brand
A visual vocabulary ties it together
• Choose a strong color palette
• Select typefaces that are distinctive and use
them consistently
• Identify the “look and feel” that will stand out
and create recognition
79. Communicate
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)
80. 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
81. 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
83. Contacts
Where are the contact points?
• Where do your target audiences connect with
you?
• At what level, for what purpose?
• How are those contact points branded?
• Which contacts are critical to the organization,
the points of choice?
84. Contact points
Small contacts influence perceptions
• Reception, how the phone is answered
• Personal presentation
• Voice mail message
• Letter format
• Fax cover sheet
• Quality of literature
• Email format
• Environment
85. Contact points
Essential contact points
• Printed materials—folders, brochures,
handouts
• Your website … a primary point of choice
• Newsletters, magazines and Emails
• Internal contacts from the handbook to
employee newsletters
• Trade shows
Where do you have the opportunity to present
your message and engage with your
audiences?
86. Contact points
What is a “point of choice”?
A point of choice is the situation where
someone will take action, to move to the next
step in working with you. The point of choice
is focused on immediate response—taking
action.
87. Contact points
Focus first on the “point of choice”
By leveraging your message and your brand
when someone is deciding, you’ll increase
your return on investment, and you’ll increase
response
•What response do you need?
•How/where will your audience respond in that
way?
95. 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
96. Brand positioning
The brand positioning …
Is supported by the brand persona
•A collection of authentic visual and verbal
assets, actions and beliefs
•Your audience recognizes your persona
through:
• Colors and images
• Language and tone
• Look and feel
• Quality of interactions
97. Brand persona
What brand persona is right for your
audience?
• Is your image what your audience wants,
expects, will respond to?
• What’s the “playing field”? What’s expected?
• How can you go beyond the expected to
generate recognition and loyalty?
100. Brand persona
Defining your brand persona
• Supports the strategy and tactics used to
implement branding
• Will help you define the communication tools
you use
• Reduces the number of options by focusing on
your audiences and brand
• Makes each communication more effective
• You’ll provide what your audience needs to
connect with you
101. Build your brand
Understanding your audience’s
expectations
• Makes each communication more effective
• You’ll provide what your audience needs to
make a decision
• Each point of contact must build on the others
• Each communication tool and every tactic and
channel must build the experience
102. Build your brand
Defining your brand persona
• Directs the visual vocabulary of your brand
• Supports the strategy and tactics you choose
• Will help you select media and define the best
tools to get results
• Reduces the number of options by focusing on
your audience, the best contact point and most
effective medium/tool to communicate your key
messages
103. Build your brand
Building your brand
• Will create clarity with internal and external
audiences
• Builds perceived value
• Generates increased recognition at a lower cost
• Identifies messages that resonate
• Reinforces the “wow!”
• Establishes a stronger presence and clearer
communications with all audiences
104. 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
105. Questions?
Jennifer Larsen Morrow
President
Creative Company
106. 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
Notas del editor
Creative Company BrandACT® 09 Creative Company BrandACT® 09