Paul FriederichsenBrands to Marketplace

What are you really saying?

Creating Effective Marketing Communications

First … What is your “Why”

#TBMS14

What your “Why” isn’t

• Who = About you

• What = About your product or service

• When = Time

• Where = Location(s)

• How = Process, advantages, formulas

#TBMS14

What your “Why” is

• It’s why your brand exists

• It’s your brand promise

• It’s what your competitors aren’t

• It’s what your customers want or need

#TBMS14

“Why” examples

• The “third place”

• Lowering the cost of living

• Being “bad” and getting away with it

The Marketing Inverted Pyramid

#TBMS14

The Marketing Inverted Pyramid

#TBMS14

You can’t miss this …

#TBMS14

• Nothing else matters• Launch or re-launch• Dangers: Poor positioning or poor

media• Website, SEO, PPC, YouTube

#TBMS14

• Narrowing of choices• Message frequency, SEO important• Facebook, Twitter, Blogging

#TBMS14

• First time purchase or sampling• The higher the price point, the more

“Reasons to Believe”• 80% of final decisions are at POS• Facebook, Twitter offers

#TBMS14

• Consistent delivery of product• Remind by sustaining messages,

offers• PR and social are excellent strategies

#TBMS14

• Harnessing “WOM” power• All social platforms are maximized• Get to know your advocates and

clone them

#TBMS14

Summary

• Do I have a “Why” for my brand?

• Does it have sufficient awareness?

• Have I made a strong case for it?

• Is there a reason to try it?

• Can my brand live up to expectations?

• Am I reinforcing purchase behavior?

Q&A

Thank you