Chevron Project Transform Marketing Overview

March 3, 2011

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Agenda

Your 2011 Marketing Questions or Challenges? Overview of MarketSense Branding 101 Case Study Follow-up and Deliverables

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What’s your biggestWhat’s your biggestmarketing challenge?marketing challenge?

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Questions About Branding

Isn’t branding just for larger and/or consumer companies?

My company v. Chevron?

I sell a commodity — what’s the purpose?

We sell lubes and fuel like everyone else — aren’t people just interested in my price?

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© 2011 MarketSense

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Questions About Priorities

What’s first, what’s the most important?

Customers, prospects, who first?

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Questions About the Internet

What the next big thing for company websites like mine?

Is social media anything I should be thinking about?

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Project Transform © 2011 MarketSense

Project Transform © 2011 MarketSense

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About Us

Established in 1989 National client base Own facility near Chicago All services delivered in house 5 year BtoB Magazine “Top Agencies”

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Closed loop services

Brand Management Strategy

Promise Position Character

Messaging Copy tone Graphics

Collateral development

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MarketingCommunications Online

Web site Viral and social media SEO / SEM Banners / sponsorships Content aggregation

Offline Database e & postal mail Public relations Thought leadership Show support Traditional advertising

Closed loop services

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Sales Support Response management

Data capture Qualification and scoring Fulfillment Distribution to field Updates and reporting Lead nurturing

Telemarketing Data management Channel management

Closed loop services

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Do you start most days with a price race to the bottom?

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Getting beyond price-only selling starts with your

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Which functions like:Specifically here:

Your customer

Your brand is an idea living here:

Your customer

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Your brand is your customer’s

GUT FEELINGabout your product, service or company.

~Marty Neumeier Author of Zag

© 2011 MarketSense

So What?!

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So What

Creative beyond the creative department

Technology is in our DNA

Sales results are why we exist Differentiation

© 2011 MarketSense

© 2011 MarketSense

So What

Creative beyond the creative department

Technology is in our DNA

Sales results are why we exist Simplicity

© 2011 MarketSense

Every 2 days we create

more informationthan we did from the dawn

of civilization to 2003.

© 2011 MarketSense

So What

Creative beyond the creative department

Technology is in our DNA

Sales results are why we exist Resonance

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Every 2 days we create

more informationthan we did from the dawn

of civilization to 2003.

© 2011 MarketSense

Beyond “Price-only” sell starts with your brand

Your brand lives in the customers “gut feeling”

Differentiation, Simplicity, Resonance are the keys.

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Our Branding Process

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Project Transform © 2011 MarketSense

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Minds of the Marketplace

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Branding Development Milestones

Stakeholder Interviews/Surveys 3 weeks

Data Distillation 1 week

Collaborative Consensus 1 week

Brand Definition 1 week

Creative Development 3 weeks

Creative Refinement 1 week

Roll-out Ongoing

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Sealy Global HospitalitySealy Global HospitalityBranding Case StudyBranding Case Study

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Guest Satisfaction

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© 2011 MarketSense

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Hospitality brochure

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Trade ads

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Website

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Trade show booth

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Sales presentations

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Counter cards Pillow cards In-room tent cards Door hangars Portfolio sheets Guest comment cards Keycards Option to co-brand

Co-marketing materials

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Sealy Global HospitalitySealy Global HospitalityMarketing ProgramMarketing Program

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Customer and prospect engagement

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Sealy database

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Targeted eNewsletters

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Key account targeting

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Promotional mailings

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Birthday Card

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Public Relations

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Sales tools

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