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This is the Brand For Breakfast: Go Brand Yourself Workshop PresentationTRANSCRIPT
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BRAND FOR BREAKFAST
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20 Min. Talk 1 –What marketing really means. Focus on TM
15 Min. Re-enforce (Talk 1) 20 Min. Talk 2 Research and
Branding
15 Min. Re-enforce (Talk 2)
15 Min. Final remarks (overflow)
Part 1: Real Marketing
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We’re here to fall in love…
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with marketing.
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We’re here to cast off the old cliché ways of thinking about marketing and branding.
Why?
The world has changed and we need marketing and its principles to help in today challenging business environment.
Question: Does anyone here believe that it is harder to do business today, than it was 10 years ago?
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Why?Clients today are more demanding as expectations continue to soar.
This presents an exciting opportunity for those who dare to embrace real marketing.
And this is what we are here for today.
Our purpose here today is use marketing and branding to maintain current clients as well as expanding your current and future clients.
Question: How do we use real marketing to ensure profitability and growth.
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Marketingis
simply sales with a college education.
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The Marketing Doctor’s Mission in Life
To convince all the “just marketing” naysayers that they’re simply dead wrong
about marketing!
The “NPR” Marketing Bias:• Smoke and Mirrors
• Creates demand in vulnerable consumers
• Cynical
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The Accountant Bias:• Marketing is an recurrent extraneous
unnecessary expense
• Something to be eliminated wherever possible.
• Doesn’t matter how it contributes to the bottom line.
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You can only talk about branding if you understand
marketing first.
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The Marketing Doctor is the crusader for the big,
visionary take of the marketing cosmos.
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Marketing is Everywhere
• Our businesses.
• Our professional lives.
• Our consumer lives.
• Our politics.
• Our personal lives.
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There simply isn’t anything that can’t be:
• Analyzed more effectively.
• Run more efficiently.
• Made more profitable.
If you apply the marketing lens.
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Procter and Gamble
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But still marketing Gets No Respect
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Why?
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People approach marketing BACKWARDS
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They:• Confuse producer demand for
consumer demand.
• Believe the consumer is a blank slate that a company can write whatever it wants on.
• Think consumers are a psychological swamp of unconscious desires that can be tapped and exploited.
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FUGGEDABOUTIT!!!
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When Procter & Gamble wanted to increase market share in the crowded potato chip market they executed their tried and proven strategy—RESEARCH
P&G knows that you can’t create demand. You can only discover a need in your Target Market and then discover the best way to satisfy it.
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The best marketing is an active engagement
with reality.
Do Research!
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Back To Pringles
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Why those cans?
To protect the “chip.”
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I put “chip” in quotation marks because a Pringle –as some of you may know— isn’t technically a “chip” at all.
It isn’t completely made of potatoes. It is a crisp—a snack designed to meet a distinct consumer need that P&G discovered through exhaustive research.
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So what did P&G discover?
They discovered that a significant number of people complained that when they bought their potato chips, opened those fresh bags, more often than not, half of their chips were broken.
P&G saw their way into the market. The Pringle was born. Everything else followed from this.
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Enter Frederic J Bauer
the organic chemist and a food storage expert who designed the Pringles can and the crisp delivery device—THE CAN!
Three Lessons from Pringles:• The distinctive cans were only one
portion of the exhaustive work that went into developing the brand.
• Committed people were involved in product development from beginning to end.
BUT MOST IMPORTANT:
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MARKETING:
• Drove the creation of the product
• Strategy was based on the consumer needs and desires that P&G DISCOVERED
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P&G is, first and foremost, a marketing company which means that they create and produce what people need or want.
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P&G doesn’t find ways to create needs or wants, because they know you can’t create needs and wants –
You Can Only Discover Needs And Wants.
But whose needs?
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I hate Pringles
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P&G Doesn’t Care That I Hate Pringles…
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Because I’m NOT their Target Market.1
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Their Target Market cares more about unbroken snacks than eating genuine
potato chips.
And which brings us to Golden Rule “Number Four”
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Your Target Market Is Vital!
Your Target Market decides whether your business lives or dies.
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Marketing and branding is all about discovering and serving your Target Market, while re-discovering your Target Market as circumstances change and new needs, desires and realities arise.
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Whether you bake bread, sell caskets, provide transportation services, re-sell software, or are looking for a husband or a wife,
you’ve got a Target Market and you must learn how to market your brand to your Target Market.
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You or your businesses’ brand is not a brand like toothpaste or Pringles.
You and your business are much more complex and interesting.
But the reality behind marketing them remains the same. It’s all about discovery, discovery, discovery.
Go Forth And Discover Your Target Market!
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Re-Enforce #1:
Target Market Discovery Checklist
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TARGET MARKET DISCOVERY CHECKLIST:
1. Who are your present customers/clients? Describe in detail.
2. Who is your Target Market? Describe in detail.
3. Using your answers to questions 1 and 2 above, what is the
relationship between who your present customers are and who your Target Market is? Describe in detail.
4. Are your real customers/clients also your idealized customers/clients?
5. If the answer to question #4 is “no”, jot down a few potential strategies for “closing the gap” and achieving your aims. If the answer is “yes”, jot down a few potential strategies for expanding your Target Market.
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Part 2: Branding Is Marketing
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RENSIS LIKERT
The Likert Scale• 1. Strongly disagree
• 2. Disagree
• 3. Neither agree nor disagree
• 4. Agree
• 5. Strongly agree
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Your Target Market often won’t say anything —
But they will tell you everything in one way or
another.
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When that customer leaves without buying anything, they’re telling you something.
When that date doesn’t call you, he or she’s telling you something.
When your office nemesis gets included in the big meeting and you don’t. That’s right, you’re being told something
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People are constantly telling us what they want, need or think, but are we listening?
Are we actively seeking to discover the truth?
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Four Familiar Faces
Developing a personal or business brand like our Four Familiar Faces
involves the same principles:
• Asking hard questions of TM
• Listening to hard truths from TM
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The “formal” definition of a brand:
• Name• Term• Symbol• Special design
–Intended to identify the product
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Like marketing, branding is misunderstood.
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A Brand is Simply
More Than A Name
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My definition of a brand: The “N.A.V. Concept”:
• Noun
• Adjective
• Verb
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When Conde Nast announced that it will stop publishing Gourmet Magazine after seven decades. The magazine had over one million subscribers.
The outside consultants who prompted this decision argued that Gourmet would still maintain its brand equity despite shuttering the magazine.Let’s use NAV to show why they’re wrong:
Why they’re wrong about Gourmet:
Remember that a Brand is more than a name!
• One-third focus—only name• Adjective is core-features:
– Reputation for recipe testing/re-testing– Superb editorial and journalistic staff– Cumulative know-how of running a top
magazine for seven decades– 1,000,000 strong subscription base of
long-time Gourmet community loyalists
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When they shutter Gourmet all of this gets lost.
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The “verb” is promotion, but what will Gourmet
have to promote? Nothing.
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Promotional Tactics For Today’s Branding Professionals
Traditionala. Advertising (Print, Electronic)b. Direct mail and emailc. Sales Promotion Item (Business Cards. Pens, Mugs, Caps) d. Trade Shows
Contemporary a. Social Media (Facebook, LinkedIn, Twitter)b. Internet (YouTube, Blogs: Written, Video Audio, Podcasts)
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THOU MUST STUDY YOUR BRAND AND LEARN
EVERYTHING YOU CAN ABOUIT IT.
Decide what your Brand is;Decide what it is not;
Consider what your brand can do; Consider what it cannot do!
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A personal anecdote about brand discovery.
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Re-Enforce #2:
Brand Discovery Checklist
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BRAND DISCOVERY CHECKLIST:
1. In a few sentences describe your brand.
2. How does your brand present itself to present and future customers/clients?
3. Given what we’ve talked about this morning, is the name that you’ve chosen for your brand appropriate? Is the logo
appropriate? The website? Collateral materials (i.e., letterhead, brochures, flyers, written descriptions).
4. Based on your description of your brand are your current clients/customers your Target Market?
5. Name three things that your brand should change? Three ways that it can’t/shouldn’t?
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Wrap-up
• Breakfast participant questions.• Subscription website information.• Direct phone number and
complimentary customized fifteen minute consultation with the Marketing Doctor.
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The Marketing Concept:
Tell Us What You Thought.
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