5/6/2020 Dr. Jean Wilcox

MARKETING AND BRAND STRATEGY

Business Planning Workshop #7 Innovative and Entrepreneurship Institute Fox School of Business Temple University

Dr. Jean Wilcox

March 21, 2013

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So you’ve just started a business …

• What’s the first thing you do from a marketing perspective?

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Marketing and the Purchase Decision

Target market Awareness Marketing Programs Field Sales People Mass Marketing Public Relations Word-of-Mouth Consideration Perceived Need Referral Evaluation Promotions Trials Purchase Real need or want Emotional “Hook” Impulse

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What is a Brand?

• • A brand is the “structure” that your company “lives” in It is a company’s “Personality” and its “Reputation”

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5 Why Your Brand Matters

Branding, by its very nature is not optional. If you do not position yourself in people’s minds, they will do it for you. … Peter Drucker

© 2002-2013 CattLeLogos Brand Management Systems LLC All rights reserved

Dr. Jean Wilcox 5/6/2020

A Brand Creates Value

• • • • Harley Davidson Coca Cola Nike Designer Brands

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Brand Quiz

• • • What is your favorite Brand Why?

What does it represent to you?

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Who Defines Your Brand

• Your Brand is defined by how well you deliver against customer

perceptions expectations

and

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Two Views of UPS

Jean’s

• • • • • They’re great!

No problems with service.

Donna English. She tracks me down.

I love them!

Rhonda’s

• • • • • They’re terrible! Left stuff in the rain.

They’ve lost deliveries.

Different driver every day.

I hate them!

9 Brand Loyalty is created or lost based on Personal Experience

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“

A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.

” - Scott Cook, Intuit Chairman & P&G Board Member

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Wow! I guess that person didn’t like our customer service!

© 2002-2013 CattLeLogos Brand Management Systems LLC All rights reserved

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Who Influences Your Brand?

• • • • • • • • • Customers Sales Marketing Customer Service Delivery People and Distributors Workers Receptionist Product Performance Competitors

5/6/2020 Everyone in a Company Impacts the Brand Who Frequency of Customer Contact Touch Factor (Month) Number of People Total Brand Impact Franchise Owner Once a quarter .33

Office Manager Sales Manager Delivery People or Workers Once a month Once a week Daily 1 4 20

5/6/2020 Everyone in a Company Impacts the Brand Who Frequency of Customer Contact Touch Factor (Month) Number of People Total Brand Impact Franchise Owner Once a quarter .33

1 Office Manager Sales Manager Delivery People or Workers Once a month Once a week Daily 1 4 20 4 12 16

5/6/2020 Everyone in a Company Impacts the Brand Who Frequency of Customer Contact Touch Factor (Month) Number of People Total Brand Impact Franchise Owner Once a quarter .33

1 .3

Office Manager Sales Manager Delivery People or Workers Once a month Once a week Daily 1 4 20 4 12 16 4 48 320

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Defining the Context

• Define Brand Strategy  Sense, Feel, Think, Act, Relate • Situation Analysis  Where you are determines how you get to where you want to go • Articulate company priorities and approach to business • • Define target markets Develop Product Positioning Strategies

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Value proposition

• • • Clear statement of benefits to the customer Need to understand your target market  Needs  Wants Includes:  Unique selling points  Quantification of the value to the customer of those points

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The CattLeLogos® Method

• • • • • • • Vision Image Message Means Implementation Evaluation Monitor and Maintain CattLeLogos is a registered trademark of CattLeLogos Brand Management Systems, LLC

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IMAGE

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Image

• Images, colors, and graphics create different perceptions depending on the particular combinations that you choose. • Determining what is NOT appropriate for your brand is just as important as determining what is.

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Image

• • • • What’s your business type?

What kind of image do you want to project?

Who’s your audience?

Explicit / Implicit

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What does your total Brand look like?

• • Think beyond the logo! Do your presentations, documents, signs, faxes, ads, etc. capture the appropriate look and feel for your brand? • Do your materials stand-out from your competitors? • Remember: whether you like it or not, your complete image is what’s important.

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Subliminal messages

• Does it capture the professional position you desire? • • Is it relevant to what you actual deliver?

Does it create the right kind of emotional response in the potential customer?

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5/6/2020 Dr. Jean Wilcox “We’re a small company. We did it ourselves.” 25

• “In a recent meeting with the CEO of a new client … he made the comment that he decided to engage us in part because of his impression of the materials we produced through the courting stages of our relationship.”

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5/6/2020 Dr. Jean Wilcox 27 “We desktop published our own brochure.”

5/6/2020 Dr. Jean Wilcox Same information, professional lay-out 28

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How to create an Image

• Create brand identity package: logo, colors, fonts, graphics, and guidelines • Create templates for use in desktop publishing (Internal Use) • Update existing materials to create consistent implementation • Develop a style for how you present yourself

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Beware the “Free” Templates

These do not project anything particular about your company, your business, your personality Cannot Trademark or Copyright them

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Card from a Creative Agency

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5/6/2020 Dr. Jean Wilcox 32 © 2002-2013 CattLeLogos Brand Management Systems LLC All rights reserved

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The “Other” Image

34 © 2002-2013 CattLeLogos Brand Management Systems LLC All rights reserved

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Think the Intangibles Don’t Matter?

• At the drive-in teller at the bank, the sign has withdrawal spelled incorrectly. The customer thinks, “If they are that careless with their signs, how will the treat my money?”

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Think the Intangibles Don’t Matter?

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"Woman without her man is nothing," • • The men wrote: "Woman, without her man, is nothing." The women wrote: "Woman, without her, man is nothing."

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Think the Intangibles Don’t Matter?

• According to Toronto's Globe and Mail , a contract to string cable lines along utility poles states that the agreement "shall continue in force for a period of five years from the date it is made, and thereafter for successive five year terms, unless and until terminated by one year prior notice in writing by either party.” • That misplace comma may cost the Canadian company a whopping $2.13 million.

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CREATING A MESSAGE

5/6/2020 Dr. Jean Wilcox 39 © 2002-2013 CattLeLogos Brand Management Systems LLC All rights reserved

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Message

• • Who’s your audience? What do they want to hear? Need to hear?

How do you make an emotional connection with them?

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Message -- The Elevator Pitch

• • • What are the key messages that make up your brand?

What’s really relevant to talk about?

What is NOT relevant to talk about?

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Make Your Message Memorable

• Make it easy for your customers to become your best Sales People • • Develop a Story that is easy for people to remember and repeat Pay attention to the “implicit” message – the context, the body language • Find an emotional connection with the client

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Messages…

• • • • • • Can you hear me now?

How do you spell relief?

The Nightime Sniffling Sneezing Coughing Aching Stuffyhead Fever So You Can Rest Medicine.

We bring good things to life.

You’re in good hands with … You’re fired!

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Blowing the Branding:

• Bad names  Alu-Fanny foil wrap (France)  Atum Bom tuna (Portugal)  Happy End toilet paper (Germany)  Pschitt lemonade (France)  Zit lemonade (Germany) • Clairol, a hair products company, introduced the "Mist Stick", a curling iron, into Germany only to find out that, in German, “mist” is slang for manure.

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Lost in Translation

• Electrolux, a Scandinavian vacuum manufacturer, used this ad in the U.S.: • 

"Nothing sucks like an Electrolux."

The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. Their Spanish translation read: 

"Are you lactating?"

• In Italy, a campaign for "Schweppes Tonic Water" translated the name into the much less thirst quenching 

"Schweppes Toilet Water."

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Implementation Plan: Foundation

• • • Stakeholders  Who are all the people you need to communicate with?

Image  What do you want to look like — logo, colors, graphics?

 What kind of perception do you want people to have of you?

Message  What are the key things that you need to say to move people to be interested in your activity, business, or product   Align message with your goals and codify them into a message platform Will they compel action? If not, what else … ?

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MARKETING COMMUNICATIONS

Implementation

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What’s Happening in the Market?

• • Customers can hardly hear you  >1,500 marketing messages a day • Customers are skeptical  Everybody is claiming “the best ____” Customers are connected  Electronic communication  Professional meetings • Buyer are more educated  And have more choices

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Marketing Communications

• • • • • • • Web Sites Blogs Newsletters Brochures Catalogs White papers Press Releases • • • • • “Brand Package” Business cards Business plans Annual report Logos

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5/6/2020 Dr. Jean Wilcox Information consumption is changing… 50 Slide from Matthew Ray, Chatterblast

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Multiple inputs and outputs

51 Slide from Matthew Ray, Chatterblast

5/6/2020 Dr. Jean Wilcox 52 Slide from Matthew Ray, Chatterblast

5/6/2020 Conversation Prism Dr. Jean Wilcox 53

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• Over 1B+ active users • 50% login daily • Over 2.5B photos uploaded each month • Over 380M tweets per day • Over 500M users • Largest age group is 35-49 • 500M unique visitors monthly • 92 billion page views • 2.9B hours are spent on YouTube monthly

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Tactical Marketing: Social Media

• • • You can’t avoid social media today Your customers are there People are talking about  You  Your competitors  Your industry

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Introduction and Overview

ORGANIZATION CONTENT WORDS IMAGES VIDEO E-zines, Blog

Search engine optimization Positioning Business, ideology trends, related content

Pinterest

Brand building Product images, use Customer education

YouTube

Advertisement Advertainment Customer Stories

Web Site

Corp. / Product Info Sales, CRM E-MAIL

Facebook

Branding Event promotion Customer interaction and feedback

CONVERSATION PERSONAL Social Media Marketing Linked In

Professional networks Lead generation

PROFESSIONAL Twitter

Short, concise promotions, Contests, prizes, games Create social “buzz” See who is talking about you

CROWD

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Content-Conversation Matrix

Customer centric information Customer Engagement High value content High degree of customer involvement and feedback 58 Advertising, Promotion Customer Feedback Basic Information INTERACTIVITIY Chat

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Content-Conversation Matrix

Customer centric information Customer Engagement Facebook Web Site Blog Twitter Advertising, Promotion YouTube Pinterest Instagram Basic Information INTERACTIVITIY Chat

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You Need to Tie It All Together

Digital Media Facebook Twitter YouTube Web Site E-Mail 60 Pinterest Brochure Magazine Blog Traditional Media Instagram TV, Radio Direct Mail

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Get People Talking About You

“BUZZ” Facebook YouTube Pinterest Social Media Twitter News Sites Leads Sales CONTENT Interesting, Funny or Educational PR Good Will

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Building the “Buzz”

• Fundamentals have to be in place:  The right product and service • You need an

interesting story

can remember and repeat that other people • You need to be visible and

recognizable

whatever you do in • Keep your customers

engaged

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Values-Led Marketing Mix

• • Integrates social benefits into many different aspects of a business enterprise.

Ben & Jerry’s 

Product

: Organic ingredients purchased from alternative suppliers; creative, recyclable packaging 

Pricing

: Premium with lots of giveaways & donations 

Placement

: Regional, country stores, youth scoop shops 

Promotion

: Music festivals, free samples, advocacy, public relations

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Challenges & Considerations

• • • • • • • Connection Motivation Reward Noise Over communication Mixed messages Fatigue

Slide from Matthew Ray, Chatterblast

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Publicity

• • • • • • • Articles in newspaper Interview on radio or television Coverable events Newsletters White papers Speaking engagements & white papers Volunteer (boards & local committees) • FREE, powerful, hard to control

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Susan G. Komen: Feb 1

• Planned Parenthood message received 15,000 comments and 22,000 shares • Komen message reaches 10,000 comments (mostly negative) and 430 shares

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Sharing vs. Engagement

• Information sharing  Pre-planned content  Organized  Frequency varies • Engagement  Unplanned  Quick response

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Key Concepts of Social Media

• • • • • Bi-directional  Not just broadcasting your messages  Must Interact with customers Listening  Deal with customer responses Engagement  Develop a relationship with customer Conversation  Ongoing, meaningful dialogue Voice and Content   What you say and how you say it carries a lot of weight It’s not just about pretty website and nice logo

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4 Golden Rules of Social Media

• • • • It’s not about you Give more what you get Be authentic and transparent Create action

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5/6/2020 Dr. Jean Wilcox Why do people like brands on Facebook 70

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What is your primary goal?

• • • • • • Monitor your brand online Engage your audience Develop “thought leadership” Customer Service Reputation Management Develop leads, sell more

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Social Media Competitors

• • • • Who are your competitors (real and perceived)?

How are they using social channels?

Are they successful?

How do you measure that?

• • Who are your business role models?

Who are your social media role models?

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Market Segmentation

• • • • • • Who is your audience?

What do you know about them?

What do they know about you?

What do you want them to know about you?

Who influences them?

How do they use social channels in the context of your business?

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Call to Action

Dr. Jean Wilcox

What do you want them to do?

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Social Media as Source of $

• • • • Social Media, if done well, has a positive ROI Cost of inbound (pull) marketing is 62% less per lead than outbound (push) It can be a source of leads and subsequent revenue Percent of companies reporting customer acquisition through these channels  Company blog 57%  LinkedIn  Facebook  Twitter42% 57% 48% http://www.blueglass.com/infographics/inbound-marketing-rising-infographic/

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Cost per Lead Various Media

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http://www.blueglass.com/infographics/inbound-marketing-rising-infographic/

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Social Media Use Statistics (2011)

• • 61% of marketers invested more in SM Average SM budgets have doubled in last two years • • • 2/3 of marketers say company blog is critical Number of marketers saying Facebook is critical has nearly doubled in last two years Not just for B to C marketing — 40% of B to B companies have acquired a customer through social media  Blendtech http://www.blueglass.com/infographics/inbound-marketing-rising-infographic/

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Blendtec

• One of the key goals early on in the campaign was to give sales folks a door opener with businesses they were selling • 134 million-plus views on YouTube  1 million-plus for many videos including 8 million plus for the recent iPad clip • • Numerous awards A 700 percent increase in sales since the campaign started in 2006.

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Blendtec Lesson

• Focus on creating unique, compelling content that will push your customers to act –whether that means sharing said content or buying your products/services

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Cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they’re still boring. A Purple Cow, though. Now that would be interesting. (For a while.) – Seth Godin, 2002

© 2002-2013 CattLeLogos Brand Management Systems LLC All rights reserved

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Implementation Plan: Means

• What media?  What particular social media  Traditional components  Guerilla marketing • What channels?

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Tools

• • • • • • • • Direct mail Phone calls Email Social media Advertising Volunteers Partnerships Blogs and comments

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Tools

• • • • • • • • Images Memes Infographics Video Testimonials Personal stories Emotion Influencers

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Traditional

• Ads  What media? • • • • Brochures Flyers Events Trade shows and exhibitions

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5/6/2020 Dr. Jean Wilcox 87 Slide from Matthew Ray, Chatterblast

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5 Cs of Social Media

• What are you going to do to create the actions you want?

88 Content Conversation Contests Coupons Community

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Overall Marketing Plan

• • • • • • • • • How does this fit into your Website Marketing Materials Sales Public Relations Internal Communications Customer Service What will you do to engage the people you already know?

What role will your employees play?

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Marketing And Media Plan

• • Developed a detailed implementation plan with time and cost Social Media Strategy – pay specific attention to how you will leverage the internet and new media into your promotional plan.

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#creatingstrategy

Monitor activity and analyze the data Address the unique challenges of company Understand the specific attributes of each platform

91 Slide from Matthew Ray, Chatterblast

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Marketing ACTION Plan

• • • • Development of Content  Coordinated across media Required Resources  Who will do it?  How will you manage it?

Timing  How often? (Need a timeline) How much will it cost?

 Budgetary timeline

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