small business boot camp with jim joseph at vocus
TRANSCRIPT
![Page 1: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/1.jpg)
Small Business BootcampSmall Business Bootcamp
Jim JosephJim JosephPresident, Cohn & Wolfe North AmericaAward‐winning author of The Experience Effect for Small Business
![Page 2: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/2.jpg)
Jim JosephJim Joseph
• President of Cohn & Wolfe, North America• Award‐winning author of The Experience Effect and the sequel• Award‐winning author of The Experience Effect and the sequel
The Experience Effect for Small Business• Professor at NYU• Built brands both client‐side and at agencies• Helped blockbuster clients including: Kellogg’s, Kraft, Nestle,
Cadillac Tylenol Clean & Clear Aveeno Durex AFLACCadillac, Tylenol, Clean & Clear, Aveeno, Durex, AFLAC, Ambien, IKEA, and Walmart
• Blogs at www.JimJosephExp.comg p p
![Page 3: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/3.jpg)
Team Sport – Spectator Sportp p p
![Page 4: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/4.jpg)
A Marketer From The Start
![Page 5: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/5.jpg)
A Lover Of Brands
![Page 6: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/6.jpg)
D fi “M k ti ”Define “Marketing”
![Page 7: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/7.jpg)
Building An Incredible Experience … … That Builds Brand Loyalty
• Transcends the product
• Engages the consumer
• Differentiates from the competitionDifferentiates from the competition
• Adds value beyond compare
Abl t b h d• Able to be shared
![Page 8: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/8.jpg)
My Personal Brandsy
![Page 9: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/9.jpg)
Define “Brand”
![Page 10: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/10.jpg)
What’s Good For The Big Brands…
Will Help Small Business… Will Help Small Business
• Backbone of American economy
• Key to economic recovery
• Entrepreneurial spirit keeps us aliveEntrepreneurial spirit keeps us alive
![Page 11: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/11.jpg)
We Tend to Think that Big Brands Have …
• Big budgets
• Brilliant teams
• Loads of experience• Loads of experience
• Deep resources
![Page 12: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/12.jpg)
But Small Business Can Often Be More Effective …
• Sharp focus
• Clear leadership
• Easy prioritizationEasy prioritization
• Low overhead
I h t ffi i i• Inherent efficiencies
![Page 13: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/13.jpg)
WELCOME TO SMB BOOTCAMP!WELCOME TO SMB BOOTCAMP!
![Page 14: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/14.jpg)
The Key Elements
• BRAND: define• BRAND: define• CUSTOMER: knowEMOTIONAL BENEFIT id if• EMOTIONAL BENEFIT: identify
• COMPETITION: follow• POSITIONING: develop• TOUCHPOINTS: maximize• CONSISTENCY: apply
![Page 15: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/15.jpg)
Defining The Brand
• Business best suited to own• Business best suited to own
• Inventory of skills to sell
• Customer needs to fulfill
• Gaps to capitalize
• Competitors to overcome
• Personality to build• Personality to build
![Page 16: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/16.jpg)
THE PERCEPTUAL MAPTHE PERCEPTUAL MAP
![Page 17: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/17.jpg)
Lawyer
• Lawyer• Lawyer
• Family law
• California
• For women
• “Will get you through”
![Page 18: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/18.jpg)
Get To Know Your Customer
• Constant pursuit
• Ever evolving
• Demographics vs psychographics• Demographics vs. psychographics
• Qualitative testing vs. quantitative testing
• Unique ways to learn
![Page 19: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/19.jpg)
Consumer Profile
• Map out their livesMap out their lives
• Give texture and meaning
W k l hi t l• Work, personal, history, goals
• Media consumption
• Brand behavior
![Page 20: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/20.jpg)
Formal Dress Shop
• Special occasion dressesSpecial occasion dresses– Adult formal events: Susan
– Teen proms: Allison– Teen proms: Allison
![Page 21: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/21.jpg)
The Emotional Benefit …
• ResonatesResonates
• Connects
Sh• Shares
• Motivates
• Decides
… Builds Brand Loyalty
![Page 22: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/22.jpg)
Wants vs. Needs
RATIONAL EMOTIONAL
BENEFIT BENEFIT
![Page 23: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/23.jpg)
Every Brand Has An Emotional Benefit …
E Y !… Even Yours!
![Page 24: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/24.jpg)
The Emotional Benefit …
• Lawyer: Unconditional supportLawyer: Unconditional support
• Retail boutique: Insider access
l h f• Restaurant: Personal chef
• Consultant: Smart beyond years
• Cleaning service: Pampered
![Page 25: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/25.jpg)
Look at the Competition More Broadly
• Near in and far out
• Direct assaults and more subtle distractions
• Anything that competes with time and money
![Page 26: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/26.jpg)
CONCENTRIC CIRCLES
![Page 27: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/27.jpg)
Clothing Store on Main Street
Other clothing stores on Main Street
Clothing stores at the local mall
Online clothing retailers
Other retailers on Main Street
![Page 28: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/28.jpg)
POSITIONING
![Page 29: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/29.jpg)
POSITIONING: DefinedPOSITIONING: Defined
The space you want to occupy in yourThe space you want to occupy in your customer’s mind
(emotionally based)
![Page 30: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/30.jpg)
The Classic Positioning FormatTO: target market demographicWHO: target market psychographicWHO: target market psychographicBRAND IS: category cueTHAT: functional benefitTHAT: functional benefitBECAUSE: reason whySO THAT: emotional benefitSO THAT: emotional benefit
TAGLINE: summation
![Page 31: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/31.jpg)
Chelsea Dry Cleaners
TO b l d i hb f Ch lTO: our beloved neighbors of ChelseaWHO: are the best dressed professionals in NYBRAND IS: a safe haven for your important wardrobe choicesBRAND IS: a safe haven for your important wardrobe choicesTHAT: takes good care of you and your appearanceBECAUSE: special process along with a commitment to carep p gSO THAT: you can concentrate on being successful at work
TAGLINE: Neighbors Helping You Work
![Page 32: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/32.jpg)
Touchpoints
BRAND
![Page 33: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/33.jpg)
How to Use Touchpoints
• Arm’s length distance
• Unique to your customer and your brand
• Maximized for action• Maximized for action
![Page 34: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/34.jpg)
Types of Touchpoints
• Owned
• Earned
• Paid• Paid
• Trade
![Page 35: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/35.jpg)
Restaurant Touchpoints
• Local advertising• HostHost• Menu• Website• Reviews• Facebook page• Waiter• Chef• Signage• Takeout bags• Partnerships with local businesses
R f f i d ti• Refer a friend promotion
![Page 36: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/36.jpg)
Making Good DecisionsMaking Good Decisions
• Brand definition and consumer profileBrand definition and consumer profile
• Budget and priorities
C i• Consistency
• Competitive activity
• Pop culture
• OpportunisticOpportunistic
![Page 37: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/37.jpg)
New Definition of Brand Loyaltyy y
![Page 38: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/38.jpg)
Be A Benchmark Brand …
![Page 39: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/39.jpg)
5 Keys To A Great Brand Experiencey p
• Clearly defined brand
• Well targeted customer
• Great knowledge of the competition• Great knowledge of the competition
• Distinctive positioning
• Maximized touchpoints
![Page 40: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/40.jpg)
Contact InformationContact Information• Jim Joseph
– Twitter: @jimjosephexp @cohnwolfe
– Blog: www.jimjosephexp.com
– Website: www.cohnwolfe.com
• Vocus
– Twitter: @Vocus
– Facebook: www.Facebook.com/Vocus
– Blog: www.vocus.com/blog
– Website: www.vocus.com
![Page 41: Small Business Boot Camp with Jim Joseph at Vocus](https://reader031.vdocuments.net/reader031/viewer/2022032419/55a40f211a28ab413d8b4773/html5/thumbnails/41.jpg)
About VocusAbout VocusVocus is a leading provider of cloud-based marketing and PR software that helps organizations reach and influence buyers across social networks, online and through the media. Vocus provides a suite of software for online marketing, social media and PR that makes it easy for organizations to generate online visibility, build their social networks and attract new customers in today’s new customer-led buying cycle.buy g cyc e
VocusTwitter: @VocusBlog: www.vocus.com/blogBlog: www.vocus.com/blogFacebook: www.facebook.com/VocusWebsite: www.vocus.com
inVocusTwitter: @invocusBl /i #Blog: www.vocus.com/invocusEmail: [email protected]
#vocus