brandsformation with leighton broadcasting

ClientsGilleland Chevrolet

Coborn’s

Miller Auto Plaza

The Boot Shack

Westside Liquor

Callan’s Furniture

What’s your “elevator speech”?

(Answer these 2 questions)

Who are you?

Why should I do business with you ?

(You have 15 seconds to tell me your story before the door opens and I leave the elevator.)

Elevator Speech…

Countervailing Forces

Marketing Forces(People Moving Toward Buying

Action)

Advertising

Promotion

Personal Selling

Publicity – Price

User Recommendation

Product Display

Communication Process

Competition

Memory Lapse

Sales Resistance

Transfer - Death

Why Customers Quit 1% Die

3% Move Away

5% Other Friendships

9% Competitive

14% Product Dissatisfaction

68% Quit because of attitudes of indifference towards customers by some employee

Most businesses will grow faster by

keeping more of their current

customer!

“It’s more cost effective to keep a customer, than it is to get a new

one.”

Source: U.S. News and World Report

We are exposed to thousands of advertising messages each day!

5,000How will you break through? How will you reach

potential consumers?

2. Media Mix Up:

Reduce the impact of ad budget by trying to do too much?

How many cups are you trying to fill?

1. Key Question:

$ ?

Spending ad dollars without knowing how you will

measure results (ROI)?

Price/Values

•Is your price right for value received?

•Is your price competitive?

Your Business

•Quality Products•Location•Reputation•Service•Delivery•Financing•Parking•Business Vitality

Merchandising

•Cleanliness•Attractiveness•Display•Lighting•Items Properly Marked

•Orderly•Timely

Personal Selling

•Product Knowledge

•Suggest Selling•Product Benefits•Sincere•Helpful Attitudes•Cheerfulness•Smiling•Dress•GroomingSource: Harvard Business School

Marketing BridgeAdvertising

•Proper Medium

•Quantity•Consistency•Planning•Timeliness

BrandsFormation System

Strategy (Mortar) What your business is

known for Strategy Based Message

(Bricks) Must be Differentiating Idea

& Reason to Buy Dramatize your D.I. Bricks build the foundation

of your business and tell your story

Consistency In all your media Years vs. sporadic weeks

Dominate Frequency 3.0 or higher

Chuck Mefford Founder of BrandsFormation

Developing a Marketing Strategy Mortar: elements

that are present in EVERY ad. Examples: Consistent

Voice & Music Bed, Strategy and Strategy Based message.

Leadership “Bricks: each reason

that your potential clients should do business with you is ONE brick. Think of each brick as an ad…

CompetitionLadder:

What position do your competitors own in the minds of the public?

What are they known for?

What percent of the market do they own versus you?

“You’re in good hands with......” Allstate Insurance  “Have it your way.” Burger King “M’m! M’m! Good! M’m! M’m! Good!” Campbell’s Soup “Fifteen minutes could save you more than 15% Geico Insuranceon your car insurance.” “Melts in your mouth, not in your hand. M & M’s “Good to the last drop.” Maxwell House Coffee

Advertising Slogans: How good are they?

Recommended Marketing Books…