Is this Marketing?

Is this marketing?

• Message (expertise)• Image (memorable picture)• Brand (logo, typestyle, color)

It’s not a product.

How do I market professional services? (What do accountants do anyway?)

• Services are not a thing• Not like selling a car• Introductions• Helping to make a buying decision• How do I know I’m successful?

Key skills

• Using creativity• Differentiating • Converting dry topics• Measuring results

What kinds of people/skills are in marketing?

• Writers (newspaper articles, email)• Graphic designs (mailers, flyers, advertising)• Event planners (tradeshows)• Specialists—

– Photographers– Video/radio production (commercials)

Q:

How many brands can you see in this room?

Q:

How many brands can you see in this room?

(don’t forget the guy in front)

What is a brand?

• A name• Visuals—logos, colors• Description—slogan• Publication or ad layout

Over up to 5000 brand images—or more—a day!

• When promoting a service—it’s the person

Q:

What company is represented by

three parallel stripes?

Q:

What company is represented by

three parallel stripes?

Example: Direct Response

• Yes, I still print and mail things• Email

Example: How does public relations work?

Articles in the newspaper/stories on TV or radio

Interviews

Placements

Crisis control

Good PR

Bad PR

Example: How does public relations work?

Articles in the newspaper

Interviews

Placements

Crisis control

Good PR > > > > >

Bad PR

Q:

What car companyhas had problems

with its brakesand gas pedals?

If they had only asked the marketing department!

Crisis control: Bad PR

Example: How are print ads created?

• Design (the brand in all we do!)• Copy• Photography

Where does advertising go?• Print• Internet (banners, Flash)• Phones (iPhone apps)• Stuff

How did I get here?

• Publication classes in high school• Journalism classes in college—college newspaper

editor-in-chief• History degree—huh?• Newspapers• Fred Meyer• Corporations: PacifiCorp, AT&T, HP, BP,

Grant Thornton