irem® fall leadership conference orlando, florida

IREM® FALL LEADERSHIP CONFERENCE

Orlando, Florida

CREATING A PERSONAL BRAND: HOW YOU TOO CAN

BECOME A KARDASHIAN

THE POWER OF THE PERSONAL BRAND

“You would have to be living in a cave in Nepal to have not been exposed in one way or another to the celebrity ilk of Kim Kardashian”

-- Robert K. Passikoff, Branding Expert

KARDASHIAN EMPIREhttps://www.youtube.com/watch?v=GJOxkvandwA

KIM’S BRAND

Kim

Reality shows

ShoeDazzle

Appearance

Perfume

Jewlery

Clothing lines

Mobile App

Dash boutique

FULL-SERVICE, MULTI-PLATFORMContract $$$$

TV Shows In 2012, $40 million contract for 3 more seasons of Keeping Up

Tweets $10,000 - $25,000 per tweet

Perfumes Estimated $50 million

Magazines $300,000 Kourtney’s baby pics$300,000 Khloe’s wedding$1.5 million Kim’s wedding to ChrisPaid to appear on covers

Personal Appearances $100,000 for Kim up to $1 million for international appearances

Clothing Line $200 - $300 million Sears Kardashian Kollection in 2012

Sex Tape $5 million (purported) in exchange for dropping a lawsuit against Vivid Entertainment

Contract $$$

Endorsements•Teeth whitening•Weight loss•Sunless tanning•Laser Hair removal•Nail polish

Estimated to be millions

Reselling their clothes on Ebay“kimsaprincess”

Unknown

Celebrity destination store at Mirage Las Vegas

Unknown

CONNECTING WITH KEY AUDIENCES

Visibility

Building

Twitter

Facebook

Website

Instagram

Facebook

Blog

YouTube

BRAND BUILDING LESSONS

Know your Brand Create Your Message Choose Distribution Channels Execute - Refine

YOUR PERSONAL BRAND

Your Brand Essence•All the FACTS•Distill the FACTS to those that are possibly unique •Distill to the 3-5 absolutely unique

UNIQUE SELLING POINTS

SUPER QUICK BRANDING EXERCISE

Finding the USPs

5-STEPS TO MESSAGE DEVELOPMENT

1. Who are your audiences?

2. Who is your primary audience?

3. What do they know? (perceptions)

4. What do you want them to know? (message/brand)

5. What is the net impression?

QUICK MESSAGE EXERCISE

What’s Your Personal Message

DISTRIBUTION CHANNELS

VISIBILITY THOUGHT LEADERSHIP

BUSINESS DEVELOPMENT

RETENTION/EXPANSION

SOCIAL MEDIA

Advertising Blog Referral Relationships

Client Feedback

Twitter

Website Bylined Articles

Networking Client Incentives

LinkedIn

Signage/Promotions

Expert Commentary

Industry Memberships/Seminars/cConfereces

Client Referral Programs

Facebook

Contact/Mailings

Profile Raising Activities

Community Involvement

Client T&E The Others

BREAKOUT DISCUSSION

GROUPSWhat Works for Your Needs

THREE DECISION-MAKING AREAS

Content

Presenter Behavior

Learner Behavior

ANNE GALLAGHERANNE@EXTREMEMARKETING.ORG

www.extrememarketing.org