hroffice user conference 2005 marketing 101 deanna fulton marketing & business development image...

HROFFICE USER CONFERENCE 2005

Marketing 101

Deanna FultonMarketing & Business Development

Image Ink Studio


Dr. Suess

Green Eggs and Ham:


An Introduction to Marketing

Vision

Mission

Brand Statement

Look

Measurable Results


Who Has What?

Vision/Mission

Strategy Defined

Target Demographics

Competitive Intel

Brand

Company Name They Like


Marcom Vehicles - Brand



Marcom Vehicles - Website



Marcom Vehicles - Brochures



Marcom Vehicles - Advertising



Marcom Vehicles - Promotions



Marcom Vehicles - Events



A, B, C’s of Marketing

A. Do You Know What Marketing Is?

B. Do You Need Marketing?

C. Are You Ready to Start Marketing?

D. Are You Committed to Following Through?

E. Do You Know Your Audience?


“Sam-I-AM”

Know the Company / Product or Service

Evolving from Vision to Deliverable

Going to Market

Promoting it to the Target Audience


What is Marketing?

Two Basic Components of Marketing

Product Marketing

Marketing Communication


Start Defining Strategy

A common marketing faux pas is starting with answers,

rather than asking strategic questions


Strategy Variables

Startup Versus Established Company

Positioning for Public or Private

Investors

Cash Burn

Timeline

Who Should Oversee the Effort?


Cue It Up

Business Objectives

Needs Assessment

Strategy

Budget

Human Resources

Skill Assessment


Development

Marketing Can Get Very Expensive!!!

Be strategic with the order you implement the marketing program

Try not to jump directly to sales promotion

Establish brand basics

Start small with targeted programs


All in a Days Work - Staffing

First:

Executive type decision maker in charge

Later:

Marketing staff with direct communication with leadership


Try It On!

Try on Your Marketing Style First

Consultants

Outside Vendors

Focus to Start:

Overall brand programs with single product or service

“I do not like it in a box. I do not like it with a fox…”


Marketing Campaign Wisdom

Sit With the Concepts

Talk Through Your Audience Perception

If Possible, Talk With Your Audience

Follow Your Gut

“Sam, if you will let me be, I will try them. You will see.”


Be a 3 Year Old

Question It All!!

The Premise

The Differentiators

The Timing


What’s In a Story

Strategically Create the Brand Experience

Story: Brand Statement, Messaging, Vision, Mission Statements

Look: Name, Logo, Color Palette

Standards: Brand & Graphic


Action Brand Plan

Let the Story Unfold

Competitive Research & Analysis

Marketing Plan

Elevator Speech, Tagline

Tactical Roadmap


Now You Are Getting Brand Equity

Buy-in to your brand comes through the brand story,

consistency and persistence, pepper this with creativity

and you have it

“Ok, I will try your Green Eggs & Ham, but I know

I won’t like them Sam I AM”


Important Factors of Brand Equity

Consistency

Trackable Results & ROI

Business Objectives Aligned with Programs

Keep it Fresh and Flexible

Leverage What Works, Drop What Doesn’t


Where is Your Money Going?

The most expensive aspects of marketing are research

and outward facing programs

Leverage Your Brand

Create Targeted Campaigns

Keep the Programs Vibrant and Content Fresh (Especially Websites)


Q & A

Deanna FultonMarketing & Business Development

Image Ink Studio

425.885.7696 • [email protected]

hroffice user conference 2005 marketing 101 deanna fulton marketing & business development image...

Documents

brand story

brand experiencestory

brand equitybuy

marketing staff

marketing programtry

overall brand programs

expensive aspects of

audience perceptionif