Marketing & Branding for Dummies

Eric HughesV.P. Creative Director

Rob RubinoffInteractive Director

Here’s where to find this presentation!

madg.com/mta2010

Here’s where to find this presentation!

madg.com/mta2010

Vocab

Marketing - what you say you are

Brand - what your audience says you are

Fracture - costly break in Brand consistency

Fusion - valuable bridge in Brand consistency

What Brands Know

Media landscape grows & changes daily

Audiences are fickle and vocal

Watch, listen, respond, win!

What Brands Know

37 Signals (Basecamp)

Apple (iPod)

Intel (Pentium)

Get three things right early:

Audience analysis first, design second

A good Brand name is half the battle

Nail a key message you can say

What Brands Know

A In The Making

Car Services Web + Mobile App

All auto services: Glass, Parts & Supplies Repair, Body ShopsCar Dealers - Car Wash Gas & Service Stations

Motorcycle Dealers, Repair

Oil Changes * Parking Smog Check Stations, Stereo Installation? Tires , Towing! Windshield Installation & Repair

Geo-locating for all car services!Ad-based revenue model!

Names? Car Butler AutoMate(COOl!)

"Car”lton Car Jeeves?

A Less Than Start

Of course, Car Jeeves’

main audiences must be:

Execs!

Attorneys!

Doctors!

Introducing CarJeeves!

First round of funding and launch!

A Less Than Start

And the result?...

Corks Don’t Pop

- Unique visitors = 90%+

- Target market less than 10% of registered users

- Huge abandonment issues

A Less Than Start

A Reflects

This is when

Brands tend to

knock on our door.

Here’s what we do.

(And you can too!)

A Reflects

Your “Brand” is the direct result of

how well your company/org Fuses:

• key perceptions • operations• brand assets • strategic directions• key audiences • competition• desired audiences • trends

A Finds Fusion

Brand Fusion is a one-day workshop that harvests open, insightful input from your leadership team to prioritize the factors

that determine your company’s success

and fuse your message with your Brand’s greatest opportunity.

Brand Fusion

Brand Fusion

A Reboots

Audience & Industry Insight SourcesFree:

Ad Age White Papers @ http://adage.com/whitepapers

$$:

Adology @ http://www.ad-ology.com

$$$:Market Research.com @ http://www.marketresearch.com

$60 to $150 on the low-end, $8,000 to $11,000 on the high-end.

• Married, mid-class, kids, beyond busy • 35 million (40 by ‘12)• 2/3 use web to research products & services• 95% say web saves time• More women use car washes & fast lube centers than men

A Gets Strategic

Meet “iMom”

Sources: 1. eMarketer.com 2. Opinion Research Corporation / AOL Study and Road & Travel Magazine

3. International Carwash Association and National Institute for Automotive Service Excellence

She Really Wants:

A Digs Deeper

• Save time• Make errands “easier”• Technology that streamlines her life (a little helper)• Want marketers to “get” them and market to them (74% say misunderstood by auto category)

Source: 1. Sheconomy.com

App Reviews: “Car Wash Locator”

Any Can See

2 Star Avg.21 Ratings

Source: iTunes internal App Reviews

ColinHanna – Jan 31, 2010

“Some listed washes turn out to be closed while others are not listed.”

Piloto176 – Apr 14, 2010

“Updates would be useful with real time info on washes that are open or no longer in business.”

Audience Insights = Streamlined User Experience

A Underdoes It

• Narrow Scope – Car Wash, Oil Change, Tires, Towing

• Lazy Registration• Focus on Returning Visitors• YELP Reviews via API

Now we’re getting some Fusion!

Source: Getting Real, 37 Signals, p13

Review

Audience analysis first

Dig deep for insights

Learn from customer reviews

Design based on insight (underdo?)

Be From The Start

Good Names • Available

• Benefit-oriented

• Short

• “Oops-proof”

If it’s still great, GREAT!

Dummy Names • Taken/Conflicted

• “Cool-sounding”

• Long

• Oops-prone

What’s In A Name?

What’s In A Name?

Availability• Quick check @ http://tess2.uspto.gov/

> Enter Brand name

> Select “Live”

> “Submit Query”

Woo-hoo! But check with a trademark attorney.

Good name, 2 Live claims, check with trademark attorney. Don’t fall in love.

What’s In A Name?

Benefit-Oriented“BaseCamp” = Rally point for teams

iPod = Apple’s portable music player

Pentium = A new element of intelligence

What’s In A Name?

Short 4 -7 items (limit of working memory 1)

Use SEO keyword in domain

Grab misspellings http://goo.gl/QfRdA

.COM is KING

Be creative – http://domai.nr

Source:1.Working Memory Capacity, Nelson Cowan, 2005

What’s In A Name?

WARNING: The following names and urls

are real and NSFW!

“Oops-proof”

What’s In A Name?

Pen Island >

Therapist Finder >

Who Represents >

penisland.net

“Oops-proof”

What’s In A Name?

Pen Island >

Therapist Finder >

Who Represents >

penisland.nettherapistfinder.com

“Oops-proof”

What’s In A Name?

whorepresents.com

“Oops-proof”

Pen Island >

Therapist Finder >

Who Represents >

penisland.nettherapistfinder.com

Demand A Name

and the winner is…

Pssst. Couldn’t we have done this from the

start?

Pssst. Couldn’t we have done this from the

start?

Demand A Name

Demand A Name

Review

Quick-check availability

Connect to a benefit

Keep it short

Oops-proof it

Make Your Message

“Commitment to quality.”“Customer-centric.”“Service-oriented.”

Messages? No. Expectations.

Make Your Message

CarPixie is committed to creating a quality web experience by

providing customer-centric usability

connected to service-oriented partners.

Message? No.Mission.

Be A In Elevators

Be A In Elevators

(Brand) is the (insight-driven adjective) way for (insight-driven goal)

to (product feature-enabled benefit.)

“Really? Tell me more.”

12, 11, 10...

Message Starter Template

CarPixie Brand Fusion

CarPixie.com is the quickest,

easiest way for today’s beyond-busy women to

find the car care services they use the most - right

now, right where they are.

“CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right

now,

wherever she is.”

“CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right

now,

wherever she is.”“Really? Tell me more”

(12, 11, 10…)

“Really? Tell me more”

(12, 11, 10…)

Message Like A

Get car stuff done quick

Review

Message beyond “expectations”

Missions ≠ messages

Make your message “elevator-ready”

Message Like A

Takeaways

Get three things right early:

Audience analysis first, design secondA good Brand name is half the battle

Nail a key message you can say

Here’s where to find this presentation!

madg.com/mta2010

linkedin.com/company/mad-genius

facebook.com/madgeniusinc

twitter.com/madgeniusinc