brand & marketing workshop and opps
TRANSCRIPT
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Athena SimpsonHead of Communications - somewhereto_Account Director - Livity @heavennhellthy
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Bartending to get by in between gigs!
My Past
90.7 FM
3Promotions
Director
Field Mktg Mgr
Dodge
A&R
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ent & Production
Mgr
Team Manager
Samsung
Prod Coord.
Prod Asst. & 2nd AD
Prod Coord & Stage Manager
Account Manager
SAM
Comm Project Mgr
Account Director / Head of Comms
90.7 FMHypnotic Vibes
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POP QUIZ!
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What is Marketing?
Definition:— Marketing is the process of
communicating the value of a product or service to customers, for the purpose of selling that product or service.
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What is Marketing?
Definition:— In other words . . .
— It’s talking to people about what you do.
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— Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public.
— It may include gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.
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What is Public Relations?
Definition:
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— In other words . . .
— It’s getting people to talk about you for free!
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What is Public Relations?
Definition:
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So what does that look like?
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Nature has a huge marketing budget
Rory Sutherland, Creative Director
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Cost Signaling Theory
NECESSITY VS. FRIVOLOUS
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Why do we prefer the familiar?
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Marketing is rooted in psychology
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Why should you care?
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Discussion!
Over the next 10 mimutesTake a quick break but discuss with each other -
Pick out and discuss 1 brand you trust and why?
Pick another out that you don’t trust and why?
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What does branding mean?
Definition:
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Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
- http://www.entrepreneur.com/
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Discussion: What makes a great brand?
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- Build a great corporate culture- Stand for something
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What Makes a Great Brand?
Great brands start inside
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What Makes a Great Brand?
Great Brands Avoid Selling Products
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- People buy according to how brands make them feel, or what identity they help them experience and express.
- Look at Nike & Starbucks
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What makes a great Brand?
Great brands ignore trends— Following trends can be risky
— A great brand that knows itself also uses that knowledge to decide what not to do
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What Makes a Great Brand?
Great brands never have to "give back"
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- They deliberately create shared value for all their stakeholders--including their communities.
- They use the power of their brands to inspire change and have a beneficial impact on society.
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- Is willing to sacrifice short-term profit and growth to maintain brand integrity.
- They have a consistent look and feel and a high level of design integrity.
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What Makes a Great Brand?
A Great Brand has consistency
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Marketing Careers
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What are some marketing careers?
Avenues— advertising— brand management & design— digital marketing— e-mail marketing— international marketing— e-marketing— mobile marketing— print advertising— and social media marketing— Agency Side vs. Client Side
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What can you do?
Starters for 10
— Determine your goals and outcomes— Elevator pitch (tagline)— Educate yourself — Network — Establish yourself as an expert — Write your biography— Volunteer— Experiment! — Experience, Experience, Experience 29
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Resources
The Secret Power of Brands
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Free - 6 week course
If you’re developing a career in branding -- or if you work in a related area, like strategy, marketing or innovation -- this course is for you. It will support your professional development, and also provide you with a taste of what taking a Masters in branding or brand management would be like.
https://www.futurelearn.com/courses/the-secret-power-of-brands
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Marketing Week Live27 - 28 April 2016 - Olympia Central, London
Merlin’s Marketing Apprenticehttp://livity.co.uk/team/merlins-marketing-apprentice/
LifeSkillshttps://www.barclayslifeskills.com/ 31
Resources
Resources
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Resources
Global Entrepenuership Week
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http://uk.gew.co/ Nov 16 - 22
Youth Business http://www.youthbusiness.org/where-we-work/united-kingdom/
British Library or your local libraryFree courses in your area – there are loads especially for small business - Council
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https://the-dots.co.uk/http://www.artsjobs.org.uk/https://unicornhunt.io/ http://www.escapethecity.org/opportunities http://www.mediargh.com/ http://www.thecreativesociety.co.uk/ https://www.talenthouse.com/ https://app.hiive.co.uk/
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Resources
Jobs Boards
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Resources
Books to Read - Library!— 22 Immutable Laws of Marketing
(Al Ries and Jack Trout)— The tipping point (Malcolm
Gladwell)— The Luck Factor (Richard
Wiseman)— Start your business Week by
Week (Steve Parks)— Getting Things Done (David
Allen)
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Resources
Marketing Websites
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— Strengthsfinder 2.0 (online)— http://www.marketingweek.co.uk/brands/— http://www.brandrepublic.com/— http://www.springwise.com/— http://trendwatching.com/— http://www.inc.com/— www.fastcompany.com — www.inc.com
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— @BrandRepublic— @MarketingUK— @e_nation— @creativity_city— @TheDrum— @FastCompany— @somewhereto_— @somewhereto_LDN 36
Resources
Twitter Resources
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Thank You!
— Twitter @heavennhellthy— Facebook.com/heavenandhellthy— [email protected]— Instagram @heavenandhellthy
Come see us at the Launch Event!
October 14th 18:00 - 21:00639 High Road
Contact [email protected] or [email protected] to get involved / perform / display / etc.