Branding & Marketing Secrets to Attract New Customers
Christine BrownOctober 28, 2013
Vision 2020
In 1998 Chris Brown founded a full service marketing agency in Northeast Ohio to help other companies to
• Build awareness• Reach potential customers• Offer branding resources• Improve marketing efforts• Increase sales results
Chris Brown
Marketing Resources & Results, Inc.
Why is Branding important?
• Saves Money• Makes marketing an Investment; not a Cost• Forces a Focus: your Positioning/niche• Makes Marketing Decisions Easier• Increases Effectiveness• Provides Credibility
What is Branding?
• Started with Cattle• Sometimes different than the Company• Always provides a Promise• Separates from Competitors• What branding isn’t• Elements of branding
Using Branding to Attract New Customers
3 Secrets that Brand Managers Know:1) Positioning2) Pick Two3) Consistency
Quality
ServicePrice
Marketing is like Making Popcorn
Oil + Heat + Time = Success
Marketing Mix - Up
• Product, Price, Place, Promotion
• Strategy – Tactics• Market, Message,
Media, and Measurement
Target Market
• Know your channel• Who:
– Funds your business?– Carries your product? – Recommends your
services? – Who purchases? – Who influences? – Who is the end user?
• What is theirmotivation?
Target: Small Business
Create the Message
• Develop a 30 second commercial
• Elevator speech – memorable, repeatable and compelling
•Resources:
• YouTube
Marketing Media
tempocreative.com
Web 2.0
Measurements
• Blog– Readers per post– Click thru to Website
• Website– Website visitors/subscribers– Pages/time on site– Call to action – goal (contact us
page traffic)– Request for quote
• eNews or email blast– Number of subscribers– Open rate of emails– Click through rate on call-to-
action (link to product to buy)
Marketing:Standing out in your nichefrom the restof the field
Building Awareness
• Use PR in Internet Publications• UPublish – on others’ sites• eMail marketing• Direct mail to target market
Market Research
• Qualitative – the Sizzle (feelings)– Focus groups– Surveys– One on One
• Quantitative – the Steak (numbers)– Secondary research– Census bureau, ReferenceUSA, SizeUp– # of potential customers
Action Plans
Timing. Budget. Resources.
Build Awareness withPublic Relations
Tactic: Social Media
Tactic: Blogging
Three take away action steps for blogging:• Make a list of topics to blog about:
– Reviews– New products– Recent projects– Your ideas
• Write Your Posts in Word until you have a Format: – Headline,– Three paragraphs– A photo and a link– Ask for comments
• Find 3 other blogs in your area for guest posts
Tactic: SEO
• Organic vs Adwords• Panda, Penguin, Hummingbird• Age of domain, keyword in domain• On Page: titles, headings, content• Off Page: linking strategy, directories• Photos, videos and PDFs
Tactic Email Marketing
• Mail Chimp• Constant Contact• Vertical Response
• Look for:– Easy to embed– Opt in/Opt out– Downloadable– Reports– Surveys
Coming Soon
• 231 pages• Available on Amazon• Filled with tips and
techniques to brand and market your business, your products and services and yourself
Connect with me
www.BrandandMarket.com
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