building your brand on a budget
TRANSCRIPT
BUILDING YOUR BRAND ON A BUDGETJULY 30, 2015
TODAY’S AGENDA
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FIVE STEPS TO BUILD YOUR STRATEGY
MAXIMIZE YOUR BUDGET USING ITERATIVE
INSIGHTS
1. DOING THE RIGHT THINGS
2. DOING THINGS RIGHT
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LET’S TALK ABOUT BUILDING YOUR BRAND
BUILDING YOUR BRAND ON A BUDGET
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IN FIVE EASY STEPS! ASK ME HOW!
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DEFINE SUCCESS
FIND YOUR
PEOPLE
STAND FOR
SOMETHING
SAY SOMETHING
THAT MATTERS
REACH THEM WHERE THEY
ARE
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DEFINE SUCCESS
How could this happen? I was so careful. I picked the wrong play, the wrong director, the wrong cast. Where did I go right? - Max Bialystock, The Producers
WHAT ARE YOUR GOALS?
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WHAT DOES SUCCESS LOOK LIKE FOR YOU?
Impact?
Financial?
Distribution?
GOALS GUIDE YOUR ACTIVITIESWITHOUT GOAL, YOU MAY BE WASTING TIME AND MONEY ON THE WRONG THINGS
GOAL: GAIN 20 NEW CUSTOMERS
GOAL: SELL ONE MILLION UNITS
SHOULD YOU:• Hire more sales people?• Build a library of HELP videos?• Invest in Google Adwords?• Create a Superbowl ad?
or
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FIND YOUR PEOPLE
We are not groupies. Groupies sleep with rock stars because they want to be near someone famous. We are here because of the music. We inspire the music. We are Band-Aids.- Penny Lane, Almost Famous
BE SPECIFIC
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ALL WOMEN, PEOPLE WHO USE TECHNOLOGY, OR WHO LOVE FOOD ARE NOT THE SAME!
20-SOMETHING NYC WORKING WOMAN 20-SOMETHING NYC WORKING WOMAN
IN B2B, BUSINESSES DON’T BUY SERVICES. PEOPLE DO.
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SALESSell smarter and faster with the
world’s #1 CRM
MARKETINGThe future of marketing is 1 to 1
customer journeys
CUSTOMER SERVICESupport every customer. Anytime.
Anywhere.
The SALESForce customer success platform helps companies connect to their customers in a whole new way
SALESFORCE DOES IT WELL
QUESTIONS TO ASK
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Beyond gender and age, who are your ideal clients?
Why them vs. someone else?
What matters to them?
STAND FOR SOMETHING
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Nerds, jocks. My side, your side. It’s all bullsh*t. Its hard enough just trying to be yourself.- Ronald Miller, Can’t Buy Me Love
NIKE IS MORE THAN THE SHOES IT SELLS
14 Sources: nike.com; reebok.com; “Nike, Cultural Relevance, and Market Dominance,” W5 Blog, 10/22/14
QUESTIONS TO ASK
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What does your brand stand for? What matters to you?
How does your execution reflect those values and your culture?
Are decisions based on what is meaningful for your brand or are you reacting to what your competitors do?
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Mike Cameron: How did you get Diane Court to go out with you?Lloyd Dobler: I called her up.Mike Cameron: But how come it worked?Lloyd Dobler: I’m Lloyd Dobler. - Lloyd Dobler, Say Anything
SAY SOMETHING THAT MATTERS
SAY SOMETHING THAT MATTERS
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What is their current lens? What does your audience think, feel, or do now?
Your Messaging
As a result of your awesome, what will the audience think feel or do in the future?
EXAMPLE: METHOD CLEANING PRODUCTS
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PEOPLE WEREN’T LOOKING FOR TOXIC-FREE CLEANING
“It’s as if you found out Skittles are good for you,” - Method co-founder Eric Ryan
Source: NYT, Ads for Method Celebrate the Madness. By STUART ELLIOTTMARCH 12, 2012
QUESTIONS TO ASK
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Why does your audience care that you exist?
What will motivate them to take action?
Why will your product or service be the thing that motivates them?
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REACH THEM WHERE THEY ARE
Lucille Bluth: I’ll be at the hospital bar.Michael Bluth: Uhhh, you know there isn’t a hospital bar, mother.Lucille Bluth: Well, this is why people hate hospitals- Lucille Bluth, Arrested Development
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WHERE DO PEOPLE GO TO LEARN ABOUT WHAT YOU SELL?
VARIES BY WHERE THEY ARE IN THE BUYING PROCESS
INTEREST REVIEW/DISCUSS ENGAGE/BUY
BUILDING YOUR BRAND ON A BUDGET
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IN FIVE EASY STEPS! ASK ME HOW!
1
DEFINE SUCCESS
FIND YOUR
PEOPLE
STAND FOR
SOMETHING
SAY SOMETHING
THAT MATTERS
REACH THEM WHERE THEY
ARE
2 3 4 5
USING RESEARCH TO ANSWER YOUR QUESTIONS
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THESE ARE IMPORTANT QUESTIONS…DON’T GUESS!
ASK PEOPLE IN PERSON USE ONLINE TOOLS TALK TO EXPERTS
NO!!!!! THAT IS CREEPY!!!!OBSERVE WHAT PEOPLE DO
TODAY’S AGENDA
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FIVE STEPS TO BUILD YOUR STRATEGY
MAXIMIZE YOUR BUDGET USING ITERATIVE
INSIGHTS
1. DOING THE RIGHT THINGS 2. DOING THINGS RIGHT
AVOID THE PROJECT RESEARCH TRAP
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SET YOURSELF UP FOR SUCCESS
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Build Iterative Insights
Plan For broader business
objectives
Collaborate using a broader team
Create Multiple Milestones
Leverage Qualitative Technology
PLANNING FOR ITERATIVE INSIGHTS
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HOW INSIGHT COMMUNITIES WORK
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Generate Ideas
Build Concepts
Test Products
Develop Branding
Go to Market
ITERATE WITH YOUR TARGET OVER TIME
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INSIGHT COMMUNITIES FOSTER ENGAGEMENT
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COMBINE COMMUNITIES WITH IN-PERSON
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CASE STUDIES
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QUESTIONS?
Nancy GoldsteinChief Strategist(e) [email protected](c) 773-255-4853
Monika Wingateco-founder and CEO(e) [email protected](c) 608-212-2855