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Chevron Project Transform Marketing Overview
March 3, 2011
Project Transform
Agenda
Your 2011 Marketing Questions or Challenges? Overview of MarketSense Branding 101 Review Follow-up and Deliverables
Project Transform
What’s your biggestWhat’s your biggestmarketing challenge?marketing challenge?
Project Transform
About Us
Established in 1989 National client base Own facility near Chicago All services delivered in house 5 year BtoB Magazine “Top Agencies”
Project Transform
Our Clients
Project Transform
Closed loop services
Brand Management Strategy
Promise Position Character
Messaging Copy tone Graphics
Collateral development
Project Transform
MarketingCommunications Online
Web site Viral and social media SEO / SEM Banners / sponsorships Content aggregation
Offline Database e & postal mail Public relations Thought leadership Show support Traditional advertising
Closed loop services
Project Transform
Sales Support Response management
Data capture Qualification and scoring Fulfillment Distribution to field Updates and reporting Lead nurturing
Telemarketing Data management Channel management
Closed loop services
Do you start most days with a price race to the bottom?
Getting beyond price-only selling starts with your
Which functions like:Specifically here:
Your customer
Your brand is an idea living here:
Your customer
Your brand is your customer’s
GUT FEELINGabout your product, service
or company. ~Marty Neumeier Author of Zag
So What?!
So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Differentiation
So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Simplicity
Every 2 days we create
more informationthan we did from the dawn
of civilization to 2003.
So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Resonance
Every 2 days we create
more informationthan we did from the dawn
of civilization to 2003.
Beyond “Price-only” sell starts with your brand
Your brand lives in the customers “gut feeling”
Differentiation, Simplicity, Resonance are the keys.
Project Transform
Our Branding Process
Project Transform
Project Transform
Minds of the Marketplace
Project Transform
Project Transform
Branding Development Milestones
Stakeholder Interviews/Surveys 3 weeks
Data Distillation 1 week
Collaborative Consensus 1 week
Brand Definition 1 week
Creative Development 3 weeks
Creative Refinement 1 week
Roll-out Ongoing
Project Transform
Sealy Global HospitalitySealy Global HospitalityBranding Case StudyBranding Case Study
Project Transform
Guest Satisfaction
Project Transform
Hospitality brochure
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Trade ads
Project Transform
Website
Project Transform
Trade show booth
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Sales presentations
Project Transform
Counter cards Pillow cards In-room tent cards Door hangars Portfolio sheets Guest comment cards Keycards Option to co-brand
Co-marketing materials
Project Transform
Sealy Global HospitalitySealy Global HospitalityMarketing ProgramMarketing Program
Project Transform
Customer and prospect engagement
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Sealy database
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Targeted eNewsletters
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Key account targeting
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Promotional mailings
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Birthday Card
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Public Relations
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Sales tools
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