build a brand that works as hard as you do
Post on 20-Nov-2014
388 Views
Preview:
DESCRIPTION
TRANSCRIPT
Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising
• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present
• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally
• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer
• Milwaukee Art Institute Madison Area Technical College - Commercial Art
• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my
hands.
Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising
• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present
• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally
• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer
• Milwaukee Art Institute Madison Area Technical College - Commercial Art
• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my
hands.
Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising
• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present
• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally
• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer
• Milwaukee Art Institute Madison Area Technical College - Commercial Art
• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my
hands.
StrategizeA Brand that Works
Using Inbound Marketing
Step #1
Brand Strategy
Brand Strategy
Brand Strategy
Branding – The Accounting View…
Your accountant will teach you that Branding, Sales & Outbound Marketing is an:
Branding – The Accounting View…
Your accountant will teach you that Branding, Sales & Outbound Marketing is an:
Expense
Outbound vs. Inbound
Outbound vs. Inbound
Branding – The Entrepreneur View…
Branding, Sales & Inbound Marketing is an:
Investment For every $ out, more $$$ should come in ... Why is that true for some businesses and not others?
Inbound Marketing Strategy
Audiences everywhere are tough.They don’t have time to be boredor brow beaten by orthodox, old-fashioned marketing.
We need to stop interruptingwhat people are interested in &be what peopleare interested in.
Unique Selling Proposition …
What makes you unique and interesting?
What is your USP?
A Successful USP Should Be …
• Truly unique …
• Exciting to your target market ...
• Something that will get people talking ...
• Something that can’t be easily copied, or if it can be, it will be an obvious rip-off on the part of the offending
business ...
Inbound Marketing is about creating a …
Difference.
Creating a Difference
Helpful is the new viral.
Creating a Difference can be done by
a Guarantee...
A Myth About Guarantees …
Many people are frightened of guarantees they honestly think customers will rip them off…
Why Does A Guarantee Work?
• Increases confidence and trust...
• Gives security ...
• Reduces risk ...
• It’s a contract ...
• Quality creates difference ...
• You get to choose the wording …
Building an Inbound Marketing Campaign ...
Make a list of your target
Market segments, niches
or groups ...
Who?
Having a Single Target Market is one of the Biggest Fallacy’s in Marketing Today …
Target Marketing is about …
CHUNKS
Building an Inbound Marketing Campaign ...
Where will you find
them in the highest
concentration …?
Where?
Building an Inbound Marketing Campaign ...
What is your offer going
to be, and what do
they want to buy …?
What?
Building an Inbound Marketing Campaign ...
Why do they want to buy it…?
What are the BENEFITS …?
Why?
Building an Inbound Marketing Campaign ...
How will you communicate
your offer to them …?
How?
3 Most Important Parts of any Marketing Campaign ...
Target 10/10
Offer 5/10
Copy 1/10
How to Writefor a Brand that Works
Using Inbound Marketing
The best tool• Breaking through the noise• Getting past consumer resistance• “The best tool for smashing through
the protective shell is a very pointy one, so be sure you have exactly one point per message.”
Why buy a drill?
Headline: The ad for the ad
• Earn the viewer’s time• Pique curiousity• Be specific & concise• Turn features into benefits
Offer• The #1 reason advertising efforts fail is
they do not contain an offer• Build dissatisfaction• Call to action• Something they want• Coupons, captions & P.S.
Copy• Sorry, still make just one main point– 80/20 rule
• Eliminate details. Achieve impact.• It’s “YOU” not me, I or we
CopyDO• Personal• Conversational• Simple• Short• Present tense• Specific
DON’T• Laundry list• Clever/funny
Copy• Guarantees• Testimonials• Case Studies
TEST & MEASURE
Fine Tuning• Let it cook overnight• Don’t ask your spouse
How to Builda Brand that Works
Using Inbound MarketingStrategies
Brand Strategy? Case Study
1. Discovery 1. Reveal Consumer Perceptions. Perception is reality.
2. Ask a simple question. What do you think this
company does?
2. Insights • Business slowed down• Blamming the economy and others was too easy• Needed to do something different• Discover consumer perception
Simple Question –
What Do You think this Company Does?
3. Strategic Scenerios We put it to the test
• Segmentation studies
• Brand image assessment
• Competitive analysis
• Web site usability
• Ad tracking and ROI metrics
• Name testing and validation
4. Positioning Small but focused –We believe the process of
building or improving your
home should be enjoyable –
not frustrating or overwhelming.
We listen to our customers,
understand what they need
and create a home to fit their
lifestyles.
5. Identity Development
5. Identity Development
5. Identity Development
5. Identity Development
5. Identity Development
5. Identity Development
Connect on LinkedIn
Like Walker Creative Design
By My Friend on Facebook
Follow Me on Twitter
top related