brand&crisp - unconventional marketing
DESCRIPTION
Unconventional Marketing for B2BTRANSCRIPT
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Unconventional Marketing
Better, faster, smarter.
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What’s Unconventional?
“During tough times, some people cry.”
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What’s Unconventional?
“Others sell tissue paper.”
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More brands have launched and thrived in the last 20 years than at any time in history.
Google founded 1988.Wikipedia founded 2001.Facebook founded 2003.
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“Your targets are SMEs.”
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<Visual: Use drawing 1.>
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<Visual: with question mark appearing.>
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“They want practical, sensible advice in 20 minutes.”
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<Visual: See Drawing 2.>
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<Visual: Drawing 3 - Words appear: Don’t get too “cheem”.>
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<Visual: Insert face to Drawing 4 : “Make it light, simple and enjoyable”>
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“First thing, Monday morning.”
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<Visual: Drawing 5; Face, with blurb coming on: “Wake them up GENTLY>
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<Visual: See Drawing 2.>
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<Visual: Insert drawing 6, blurb: “Oh shit!”.>
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<Visual: Drawing 5, face only.>
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<Visual: Insert Drawing 7 - Words appear one by one each slide - ‘Light’, ‘Easy’, ‘Enjoyable’.>
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<Visual: Insert Drawing 7 - Words appear one by one each slide - ‘Light’, ‘Easy’, ‘Enjoyable’.>
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<Visual: Insert Drawing 7 - Words appear one by one each slide - ‘Light’, ‘Easy’, ‘Enjoyable’.>
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<Visual: Drawing 8, Smiling face, lightbulb appears>
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<Visual: Written words, ‘Marketing made easy, just like CRISP’>
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<Visual: Written words, ‘Marketing made easy, just like CRISP’>
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24
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Copying,
Responsiveness,
Innovation,
Speed,
Partnership
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C is for copying the big boys -
Don’t!
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Never look the same, sound the same, feel the same.
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Be ‘big’ in the mind where the big guys are ‘small’.
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Add visual: Drawing 12 – Brain with ‘PAP’
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Add visual: Drawing 12 – Brain with ‘PAP’
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Add visual: Drawing 12 – Brain with ‘PAP’
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Add visual: Drawing 12 – Brain with ‘PAP’
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Unique Tell your ‘sell’, functional - USP.Show your ‘soul’, emotional - ESP.
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R is for Responsiveness
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Really listen, engage and build around your Customers
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The Long-tail RevolutionFocus on your
Top 20%
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The Long-tail RevolutionFocus on your
Top 20%
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CRMMake lovers
out of friends(Loyalty, Promotion, Email, Mobile, Social etc)
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Your customer is a
POWERFUL media-owner
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Add visual: Drawing 14 – big man and small boy
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Make use of
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Make use of
SocialMedia
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<Visual: One woman telling many>
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<Visual: One woman telling many>
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<Visual: One woman telling many>
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<Visual: One woman telling many>
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<Visual: One woman telling many>
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<Visual: One woman telling many>
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I is for Innovation
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Innovation is being
Marketing First.Not necessary the best.
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<Visual: Use Drawing 16, let it come up 3-2-1 placings>
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<Visual: Use Drawing 16, let it come up 3-2-1 placings>
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<Visual: Use Drawing 16, let it come up 3-2-1 placings>
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<Visual: Use Drawing 16, let it come up 3-2-1 placings>
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S is for Speed
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A flatter structure means speed.
Use it.
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Opportunist steals the market.
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Fast WinsQuit at 70% Colin Powell’s “50-70” window of decision-making
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Don’t be perfect; perfect it as you go.
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Don’t be perfect; perfect it as you go.
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Don’t be perfect; perfect it as you go.
Only God is perfect. And even then…
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P is for Partnership
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No brand is an island.
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Find great partners Database. Bundling. SPRING. Expert Skills.
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‘Halo’ Brand AllianceCollaboration works better than competition
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Get into Branding
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Get into Branding Who You Are. What You Own & Sell. How You Engage Customers.Who You Partner.
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BRAND: Identity, Assets (you own), Customers, Partners
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Singapore needs a few SME Winners
Goal: Turn SMEs into
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Singapore needs a few SME Winners
Goal: Turn SMEs into
Winners
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SMEs
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NEWs
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NEWs =
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NewlyEmergingWinners
NEWs =
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Invitation:DDB will work with two SMEs this year
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CRISP anyone?