Your Presenter

Mandy de LeónSr. Account Manager

Freed Advertising

Your Presenter

• 30 years experience in MarCom• Marketing/Management degrees cum laude

from HBU

• Client side AND agency side

• Worked for many entrepreneurs with shoestring budgets

ME

Today’s Agenda

• Marketing vs. Hiring Outside Resources• Great Houston example of DIY to Hire

Today’s Agenda

• Strategy vs. tactics• Developing your branding• B2B marketing

– Collateral package– Presentations– Trade shows/events– Trade publications– Other

Today’s Agenda

• B2C marketing– Website– Email marketing– PPC advertising– Publicity– Social media– Other things to consider

Strategy vs. Tactics

1. A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem.

From businessdictionary.com

2. The art and science of planning and marshaling resources for their most efficient and effective use. The term is derived from the Greek word for leading an army. See also tactics.

This is WAR, People!

Strategy vs. Tactics

Means by which a strategy is carried out; planned and ad hoc activities meant to deal with the demands of the moment, and to move from one milestone to another in pursuit of the overall goal(s).

From businessdictionary.com

Strategy is Part of the Marketing Plan

• Executive summary• Situation analysis• Business description• SWOT analysis• Competitive climate• Forecast• Vision• Market research

A well-written marketing or strategic plan will address topics such as:

• Target market• Goals• Tactics• Market trends• Marketing mix - 4 P’s• Competitive edge• Mission• Audiences

Marketing Plan Process

Marketing Plan• Vision: An aspirational description of what an organization would like to

accomplish.

• Mission: A written declaration of an organization's core purpose and focus. Properly crafted mission statements (1) state values that are important to the company, (2) state which markets will be served and how, and (3) communicate intended direction to the entire organization.

• Goal: An observable and measurable end result having one or more objectives to be achieved within a timeframe. Goals should be S-M-A-R-T.

• Objective: A specific result that a person or system aims to achieve within a time frame and with available resources.

• Action Plan: A sequence of activities that must be performed for a strategy to succeed. An action plan has three major elements (1) Specific tasks: what will be done and by whom. (2) Time horizon: when will it be done. (3) Resource allocation: what specific funds are available for specific activities.

From businessdictionary.com

Planning

Make your plans, but be ready to turn on a dime due to constantly changing market conditions…

“We are living in exponential times*”

• *See “Shift Happens” on YouTube• Also Forbes

“Can You Handle an Exponential Rate of Change?”

Planning“In preparing for battle I have always found that plans are useless, but planning is indispensable.”

Dwight D. Eisenhower

- 34th President of U.S.

- 5-Star General WWII

Branding Your Product or Service

The brand is the position of trust and preference that your product, service or company holds in the consumer’s mind that distinguishes you from your competitors in the same category

Your Brand is Like our Flag

What does it stand for?

Your Logo is NOT Your Brand

• Your logo is a mental cue that triggers a set of impressions that your brand has made, either good or bad

• Impressions are tightly linked to expectations

• Your brand needs to create a positive set of experiences in order for the consumer to seek you out over your competitors

How Do You Create a Great Brand?

• Discussion• Opinions• Comments• Criticism• Praise• Judgments

Branding Mechanics

• Your name• Your look

– Your logo– Your fonts– Your colors

• Your promise– Positioning– Philosophy– USP/unique selling proposition)

• Your tagline

The NAME Game

A Successful Name Does the Following

Developed with a strategy in mind iPod

Distinguishes the product or service from the competition

Rooms to Go

Holds a special position in the consumer’s mind because of its meaning

The Dump

Implies a benefit Whole Foods

Describes something

A Successful Name Does the Following

Has a nice ring to it Febreze

Has a symbolic association Emerald Homes

Hard Rock Cafe

Available for Legal Protection

Evokes emotion-memory image

Insert name here

Easy to Remember

Outback Steakhouse

Charming Charlie

What am I hoping to achieve with my name?

Does the name convey what makes my product or service unique?

Will the name appeal to my target audience?

Does the name describe what my product or service is?

Ask Yourself These Questions:

Best Buy

Age Perfect

Garden of Eatin’

Marble Slab

Ask Yourself These Questions:

Does the name convey why my product or service is in existence?

Lifetime Fitness

Does the name describe my product/service core attribute?

Netflix, Paypal

Does the name stand out from the competition?

Snapple

Ask Yourself These Questions:

Does the name evoke a feeling or emotion?

KY Intense

Does the name give a positive brand experience?

CVS Pharmacy

Is the name easy to spell and pronounce?

JIF

Can I use the name long term?

Verizon

Naming Examples

• Metaphors: Jaguar, Amazon, Monster• Positive connotation blends: OnStar, TrueGreen,

Truvia• Descriptive hybrids: CarMax, JetBlue,

LendingTree, steviacane• Key attributes: Sir Speedy, Priceline, Service

Masters, JiffyLube

Naming Examples

• Dr. Bradford Dentistry Associates vs. Miles of Smiles Dentists?

• Dunn Incorporated vs. Dunn’s Dance Studio?

• Jim Smith Foods vs. Hot n’ Spicy Texas Snacks Inc.?

• HouTex Solutions vs. Space City Engineering?

Name Brainstorming

• Sit down with your family, associates, mentors, friends

• Write down key attributes, benefits, feelings of your product or service

• Keep a thesaurus / iPad handy

• Best ideas come from fun atmosphere and laughter

Brainstorm ExerciseDay Care Business• Who’s the target?• What are the benefits /

attributes / features? Let’s do some wordsmithing

• Short list of names• What feelings or

impressions do they convey?

• Which name would you “trust” your child with more?

Name Brainstorming

Should also consider your url while brainstorming your name to see what’s available

– Checking urls: Go to networksolutions.com or godaddy.com

– Good articles on entrepreneur.com on name development and brainstorming

Name Research

Name Research

1. Google it

2. Hire an attorney

3. Go to

Importance of Checking Out Your Name Choice

• “Velvet Melvin” Pub on Richmond near Kirby

• Originally called “Velvet Elvis” Pub• Presley Estate sued• They had to change the name – costly!

– Identity / name recognition– Brand equity– Signage– Website– Printed materials, etc.

Book Naming

• Book about mid-life dating• Aimed at women• Short stories• Humorous• Crazy but true• Electronically published

Suggested Titles

• Weirdo Magnet• Oh, no, he di’int!• Check, Please!• Run, Mandy, Run!• Zero Tolerance• You can’t make this stuff up• Looking for my knight in the middle ages• Looking for my main squeeze and finding

lemons

Naming Case Study

Your Look

Your Look• You must employ good design• Professional design may be what will make

someone choose your product or service over another

• Do not leave design to amateurs• Design evolves, just like fashion – you’ve got to

change with the times

Logo Evolution

1980s

2000s

2013

Website Evolution

Website Evolution

Learn to be a (Commercial) Art Critic

• Clunky• Unsophisticated• Busy• Boring• Unbalanced• Out of proportion• Distracting• Fighting elements• No harmony• Disorganized

• Sophisticated• Sleek• Streamlined• Pleasing• Easy on the eye• Enlightening• Evocative• Engaging• Attractive• Balanced

Ask Yourself These Questions:• How will the logo be

used?– Logos on signs need to

be legible• Is it unique?• Is it evocative?• Is it understandable?• Is it different?

• Will it make sense if you have to print in one color? Design in B&W first

Fonts Convey Different Messages

• Strong• Wimpy• Sexy

• Simple• Elegant

• Sophisticated• Smart

• Easygoing• Uptight

• Fun

Beauty is in the Eye of the Beholder

Good Art vs. Bad Art

Brand Color Palette

Think of your favorite sports teams• Team branding has color scheme• They have a logo or a stamp or a “bug”• They stick to their brand in everything they do

Nobody Does It Better

Color in American Culture

• RED: energy, war, danger, strength, power, love, determination, passion, desire

• ORANGE: enthusiasm, happiness, creativity, determination, attraction, success, encouragement, fun

Color in American Culture

• YELLOW: joy, happiness, intellect, energy, cowardliness, lighthearted, childish, freshness

• GREEN: growth, harmony, freshness, fertility, safety, money, stability, endurance, hope

Color in American Culture• BLUE: depth, stability,

trust, loyalty, faith, confidence, wisdom, intelligence, truth, tranquility, piety, sincerity

• PURPLE: power, nobility, luxury, ambition, wealth, wisdom, creativity, mystery, magic

Color in American Culture

• BLACK: power, elegance, formality, evil, death, mystery, grief, strength, authority, prestige

• WHITE: light, goodness, innocence, purity, virginity, safety, cleanliness, faith, coolness

Pop Quiz!

Your Message

Your Messaging

• Your brand promise (positioning, philosophy, USP/unique selling proposition)

• Your voice or personality− Is your brand fun, serious, loveable, helpful,

compassionate, etc?• Your language

− Don’t talk to a Millennial like you would talk to The Greatest Generation

Your Tagline

• Make it short• Make it

memorable• Make it

descriptive• Make it easy to

understand• Make it clever if

you can

Pop Quiz• Made from the best stuff on earth• Don’t leave home without it.• The quicker picker-upper• Priceless.• Think different.• Because I’m worth it.• Where the pets go• Fly the friendly skies• Eat fresh• What’s in your wallet?• The king of beers• The ultimate driving machine

Testing / Market Research• You can do informal testing

yourself by email or with focus groups of friends/acquaintances– Surveymonkey.com– Facebook.com

• Don’t rely completely on your own tastes and biases!– Does your finished branding

exercise appeal to your market? YOU may not be the market!

A Final Word

• You are easily recognized• You don’t confuse your customer• You build trust/loyalty with your customer• You build brand value

Why is brand consistency so important?

B2B Basics

• Collateral and sales materials

• Presentations• Trade publications• Trade shows and

events• Press releases and

other items covered under B2C

Collateral and Sales Materials• Develop a package you can hand

out to potential buyers, trade shows, the media, etc.

• Doesn’t have to be expensive• Can print at home• Need at least a sell-sheet that

has:− Product/service line− Product/service descriptions− Photos (professional photography)

Collateral and Sales Materials

What about an electronic “sell-sheet” on a thumb drive or some other electronic device?

−Question: Will they take the extra step to put it in their computer and look at it vs. something you hand them to look at and read?

−It depends on your

market and your

product or service

Presentations

• Designed in Powerpoint or Keynote• Some do’s and don’ts

Presentations Do’s

• Brand consistency - use your brand’s color palette and font

• Remember who your audience is and connect with them

• Be respectful of time• Be enthusiastic about why they

should buy your product or service• Prepare for the questions you think

they may have• Close

Presentations Don’ts

• Overwhelm your audience with special effects

• Cram a bunch of words on a slide• Read your slides word for word• Ramble• Create more slides than what is needed • Forget a leave-behind with your contact

info

Trade Publications

• Local – Regional – National• For niche industries, the trade

organization could be your lifeblood• Ad opportunities on website

or eblasts• Many times they

sponsor shows or awards

Trade Shows

• Trade shows can be a great way to get your product seen by your target

• Start off by just going to a trade show and learn

• Need professional booth graphics in brand

• Plenty of collateral• Sampling, demos• Enthusiastic, energetic

people with a smile

Events

• Depending on your market and your product/ service, an event may be more fruitful than a trade show

• Lunch ‘n Learns can be relatively inexpensive

• You can invite “partners” to share costs

Trade Shows vs. Events

Trade show cons• Can be expensive

− Cost of booth− Booth graphics− Travel costs

• Competition• Might be

overwhelming

Trade show pros• Trade show

does most of the work

− Gets the target there for you

• Huge volume of people at one time

• Advertising

Events vs. Trade Shows

Event cons• It’s a DIY• Can be expensive• You have to plan

and coordinate• You have to invite

people and follow up to make sure they show up

Event pros• Can be more

economical• More personalized,

one-on-one touch• Not competing with

anyone else like at a trade show

• Can be more memorable

Who Knew?

Farmer’s Markets• If you have a food-related product, HEB and Williams

Sonoma troll the farmers markets looking for new products

B2C

• Website• Email marketing• PPC advertising• Publicity• Social media• Other things to consider

Website Set-Up

• Registering a domain name – www.networksolutions.com – godaddy.com

• Hosting – rackspace.com is one of most secure – not as vulnerable to hackers

• Hostgator.com and aws.amazon.com are cheap and good

• WordPress based setup works well

• Responsive programming

Website Design

• Make sure it’s easy to find your most important features, easy navigation

• Good photography• No typos• Keep your website in brand• Remember the design

discussion• Keep it simple

Website Functionality• Privacy policy, terms and conditions, disclaimers• Email sign-up• Contact on every page• Include links to your social media• E-commerce function – set up payments with

Paypal

Website Webmaster

• You need to prepare before hiring a webmaster• Make sure they test your site for PC and Mac• Create a mobile site through responsive

programming• Make sure they test your site on various browsers

and versions of browsers– Internet Explorer– Chrome– Safari– Firefox

Website Webmaster

• Remind them that not everyone has the gigantic monitors that they use

• Program with html text• Use JavaScript over Flash when possible

(works on mobile) – DO NOT USE FLASH• Difference between website

optimized for the user and website optimized for search engines – you need both

Optimization

Website Content and Search

• You need keyword rich copy for the search engines

• You need good content that people will link to• Proper coding and tagging• Make sure Google Analytics is engaged• Google webmaster tools• The more time and effort devoted to this, the

better SEO will be

Google Webmaster Tools

Google Analytics Dashboard

Google Keyword Tool

Every page should have its own title tag that describes what is on that page!

Keyword rich copy

optimized for search engines

Meta-Programming: View Source

Photos Need Alt Tags!

Website DevelopmentBefore you hire a webmaster, ask these questions:

• Can you show me examples of work for other clients?

• Can I talk to some of your clients?• Can you walk me through their Google Analytics so

I can see how their site is working?• Will you hook up my site to GA when it goes live?• When you program, do you optimize the site for

SEO?

Website Development

Before you hire a webmaster, ask these questions (cont’d):

• Do you code photo alt tags?• Do you have a linking strategy?• Do you write title tags for each page? • Do I get to approve the meta descriptions and

keywords?• Do you research keywords for me that should

be in my copy, or do I need to provide you with keywords and copy?

Website Development

Before you hire a webmaster, ask these questions (cont’d):

• Whenever I have a change or update, do you have to program it, or can I do that? In other words, will I get a CMS (content management system)?

• Do you program for the last three versions of Internet Explorer - 8, 9, 10 (32% of all traffic)?

• Will you design for 1024 x 768 resolution in a fixed width layout? (Responsive programming)

Website

A Plug for a Blog

• Consider having a blog as part of your website

• Another link• More opportunities for content and keywords (SEO)

• Another avenue for traffic• Positions you as an expert• Need to write once a week

Email Marketing

• One of the most cost effective ways to keep your name in front of your target audience

• Stats from email-list.com blog– Email marketing has an average return on

investment of $44 for every dollar spent*– More than 50% of consumers make

purchases as a direct outcome of email--drives more ROI than any other channel including social media and PPC advertising**

Email Marketing

• Have to be disciplined about collecting email addresses and sending out regular emails

• Use a service like Constant Contact or Exact Target– Don’t over email or under email– Do include offers and promotions– Do use photography– Do measure hits from your email to your site– Grass roots story

PPC Advertising

• Cost effective advertising to get your website found

• Google Adwords has been very effective – Facebook ads can be too

• Google has a Display Network where your ad can appear on blogs specific to your product or

• Learning curve• Write a variety of ads and test them to see what

works

PPC Advertising• Should monitor your investment to

see what words are working and not working through Google Analytics

• Monitor your CPC (cost per click) and CTR (click thru rate)

• If your CTR is low, you end up paying more for clicks

• Landing page needs to be relevant or bounce rate is high

Press Releases

• Main purpose is to get an editor to do a story on you

• When you write your release, make sure you have a hook• Why should anyone care about your

product/service/company? • What makes it unique or different? • Come up with a different angle

Press Releases

• Learn the proper format for writing press releases

• Google: How to write a press release• Main thing is to get right to the point in the

first paragraph• Tell your story, but concisely• You’ve got seconds to hook

the reader before he/she hits “delete”

Press Release Distribution• Start by building community relationships

− Local newspapers, magazines, radio shows, TV shows− Establish relationships with editors (bring them

samples, if you can)

• Distribute releases online through Marketwire or PRWeb for a fee

• Make sure you have keyword rich copy and hotlinks back to your website

Press Release Distribution

• Create an email distribution list – brainstorm “Who might/should be interested in this?”

• Spell names correctly!• Have a printed and pdf packet and photos

ready in case an editor calls or emails you• Website url on EVERYTHING

Publicity• Reach out to the Bloggers – send them

samples – “get social”• Create a two-minute

video, put it on YouTube, link back to your site

• If you have an event, look for calendar listings where you can post your event for free

Publicity

Other ideas– Hold an event– Create a contest– Community service– Giveaways - samples– Speaking engagements - free seminars– Become or position yourself as THE expert in

your field – write thought papers, online book, etc.

Publicity Stunts

Publicity Stunts

Publicity Stunts

Publicity - Braille Burgers

Publicity - Improv Everywhere

Publicity Stunt IdeasGet your creative juices flowing:

• Stage a weird protest• Buy something weird• Try for a Guinness world record• Hold a silly contest• Hire a famous person look-

a-like to do something funny• Create a “dumb ____” top 10 list• Create a viral video• Do a flash mob dance

Social Media

• In the beginning, there was the business card…

• Then came the website…• NOW, a consumer-facing business

should have a Facebook page• A Facebook page is like a second

website – in fact, it is a good substitute if you cannot afford a website

Social Media• If you don’t have a Facebook

page…are you hiding something?• Why don’t you talk to your

customers?• Great way to get feedback /

research• Works wonderfully with traditional

advertising and promotions• Measurable• Learn to embrace social media, it

will help you

Social Media• If you’re going to reach

out to Bloggers, you need a Facebook page

• If you can do sampling on Facebook, it’s the best way to get a lot of likes quickly

• Enlist your friends to promote your product on their Facebook pages

• Check-ins through Facebook

Social Media

• Pinterest – fastest growing social site ever* - see How To Use Pinterest for Business**

• Twitter – hashtag originators• YouTube• All these external social media sites can link back

to your website – Linking is part of good SEO strategy for your website

*August 12, 2012 ZDNet.com** http://blog.hubspot.com

A Word on #Hashtags• A new kind of url*• For marketers, the hope is to drive people to their

social media pages to engage them in the brand• Hashtags make it possible to group such

messages, since one can search for the hashtag and get the set of messages that contain it **

• Hashtags can be in several social media applications, not just Twitter

• Fallon/Timberlake hashtag skit*Houston Chronicle, 1-12-14**Wikipedia

Steviacane Case StudyGoal: Launch a new stevia sweetener nationwide and position as flavorful

Strategy: Create online presence on limited budget

1. Facebook landing page

2. Blogger outreach program

3. Giveaway program via social media

Results: In a mere three months, Imperial Sugar gave away over 75,000 samples to Facebook users. We garnered more than 52,000 active users on their Facebook page; the social media page received over 7,000 likes and over 500 users posted positive feedback about the product on the page.

Social Media

A word of caution…• Social media is an open

forum for brand critics• Have a plan to handle

them• Many times your fans will

do it for you

Advertise on your Assets!

Other Media

• Mobile Marketing• Text Messaging/Mobile• Traditional Advertising

– Print / Direct Mail– TV / Radio– Out-of-home– Video

Auxiliary Technology• Generate a QR Code

– the-qrcode-generator.com– Tracking it? Go to Google URL Builder

• Augmented Reality– Way to enhance the information gathering or buying

experience– https://www.layar.com/

Got Questions?

Thank You!

Mandy de Leónmdeleon@freedad.com