T.R.U.E. BrandingIntegrated Marketing

IS your brand TRUE?

March 2011

CreateWOWmarketing, LLC

Where did the WOW come from?• CreateWOWmedia

• 2006• Doug Mitchell, Serial Entrepreneur• Social Media

• Blogging, FaceBook, Twitter, YouTube• Organic SEO & “Finability”• August, 2011• BirdDogJobs• “The MultiThread Marketer”

CreateWOWmarketing, LLC

Where did the WOW come from?• CreateWOWmarketing, LLC

• Andrew B. Clark, The Brand Chef• Graphic Design• Photography• Marketing • Broadcast Video (Training / Communications)• Social Media Brand Building• Collaboration w/ CWM & Doug Mitchell

• Branding, Marketing Strategy, Execution• August 2010

CreateWOWmarketing, LLC

Providing a viable marketing and communications resource for SMB - integrating emerging technologies with proven marketing strategies.

Business & Entrepreneurship

The Good and Bad of Business & Entrepreneurship• Motivation & Passion• Nimble• Focus• Risk Averse• Resourceful (Boot-strapping)

• Relationship / Networking• Learn From Mistakes• Adapt to Change• BUDGET• BRAND MARKETING!

Business & Entrepreneurship

The Top 10 Marketing Mistakes• Financial Overload• “If You Build It…”• Reinventing The Wheel• Planning Without Action• Boredom

• Shallow Network (dependence)• “But They Do It That Way!”• Missing The Target• Overvaluation

Not planning by your T.R.U.E. BRAND

Every person has a BRAND and a reputation.

Every business has a BRAND and a reputation.

Branding Begets Marketing

Branding in the marketplace is very similar to branding on the ranch.

In the old West, the brand was the identity of a ranch.

A UNIQUE mark on “your cow” differentiating it from “all the other cattle on the range,” even if they all look pretty much alike.

How Branding Got Its Name

Every time you see, hear or think of a brand, you think of your experience with it.

It’s all about relationships and experiences. (engagement)

WHAT WILL CUSTOMERS SAY ABOUT YOUR COMPANY’S “BRAND EXPERIENCE?”

The Essence of Branding

If you do not define yourself or your brand, it will be defined for you.

Brand management is a process - not a project you decide to do because it’s the next, big “in thing.”

Branding doesn’t have to be costly - it just takes planning and consistency to carry out.

Brand Management

BRAND IS NOTYOUR LOGO!

Is Your Brand A “T.R.U.E. Brand?”

TRUTHFUL - Understanding The 5-W’s: Who,

What When Where Why and How about your brand (YOU)

RELEVANT - Understanding HOW and why you

relate to your TARGET MARKET

UNIQUE - Understanding how your brand stands out

within a competitive market - your unique market advantage

ENGAGING - Understanding where and how

to best communicate within your brand community

Is Your Brand A “T.R.U.E. Brand?”

TRUTHFUL• Who drives your brand?

• What events built / sustain your brand?

• When have been the best / worst moments?

• Where is your brand (from… at … going)?

• How will your brand survive moving forward?

Is Your Brand A “T.R.U.E. Brand?”

RELEVANT• Is your target market “in tune?”

• What is the intrinsic appeal to your brand?

• How do you amplify / fortify that?

• Are you “in tune” with your target market?

Is Your Brand A “T.R.U.E. Brand?”

UNIQUE• Should be 1st, but wouldn’t spell TRUE.

• Differentiation from a crowded marketplace

• Focal point for marketing & communications

• Is it 1st in your mind?

Is Your Brand A “T.R.U.E. Brand?”

ENGAGING • What “touch-points” do you give?

• Push marketing?

• Pull marketing?

• Social media - networking?

• Building a “BRAND COMMUNITY”

It’s about communication & COMMUNITY.

BRAND COMMUNITY?

Neilsen, “Trust in Advertising” Oct. 2007

8 TRUE Examples ofGreat Branding

*

• Declined partnering with a coffee liqueur.

• Build on and support core competencies.

• Built community that ENGAGES and IDENTIFIES with the brand.

A TRUE brand knows the TRUTH.

• Have it YOUR way

• Yet, still focusing their Targeting…

A TRUE brand is RELAVANT.

• Known for innovation.

• Tape. Adhesives. Post-It Notes.Anything that sticks.

• More than 25% of annual sales come from products less than eight years old.

A TRUE brand must be UNIQUE.

• Animated shorts -> Movies -> Fun, family entertainment.

• Brand becomes synonymous with experience.

A TRUE brand invents or redefines an entire category.

• They’re not selling greeting cards.

• They’re selling VERY personal MOMENTS.

A TRUE brand ENGAGES emotions.

• Employs over 300 people internally (just) in design department.

• Clothes, hangtags, movies, etc.

• The Swoosh!

A TRUE brand is CONSISTANT.

• Been around since the turn of the century

• Same familiar style

• Same solid rivets

• Same proud company

• Always evolving.

• Always connecting with people.

• Always building on those connections.

A TRUE brand’s story is NEVER done.

A TRUE brand is in it for the long haul.

*No Magic 8-Ball was used by any of these companies to achieve the brands they currently have!

Personal BrandSuccess Stories?

Developing a TRUE Integrated Marketing Plan

Plans are flexible, fluid documents that are always evolving.

Plans should be completed thoroughly at the onset.

Plans should be reviewed and revised at least annually.

Revisions or changes in the plan should be at six month intervals in the calendar year.

Development of a Plan

Every person/business owner should have a mentor.

Personal goals should be realistic, yet challenging.

Personal goals should be developed based on an individual’s personal style, interests and comfort level. (TRUTH)

All aspects of the plan template do not need to be included in a marketing plan.

i.e. - "Quality over Quantity"

Development of Plan, cont.

To focus marketing efforts so they are results-driven but not administratively burdensome (personal)

To build greater exposure within the community through active involvement (personal)

To be actively involved in the growth and success of your employer (company)

To enhance overall marketing efforts by integrating a “grassroots” initiative that will have a long-term impact on growth (company)

TRUE Goals (remembering 5W’s?)

Overview of Situation Goal Setting (SWOT) Audiences Objectives Message Platform Strategies Tactics and Implementation Responsibilities/Timeline Budget Personal Marketing Planning Tracking and Evaluation

Business Marketing Plans (Necessary Steps)

Integrated Marketing Outline

Serve on Board, Committee

Lend expertise to special events, materials, etc.

Serve as speaker

Assist with programming

Articles for newsletters

Mentoring other professionals

Personal Involvement

How we answer the phone

Office decor and presentation

How we greet clients / prospects at the office, out of the office

How we work with suppliers, vendors

How we handle ourselves in social settings

Protocol / Etiquette

Understanding client’s business

Continual creative, out-of-the-box thinking

Exceeding client expectations; not just meeting deadlines

Cross selling services

Referral/word-of-mouth

Client Service

Expand contact base for long-term relationship building

Potential client contact

Influencers for referrals

Trade industry meetings to enhance knowledge of a client’s industry

Personal advisory network

Networking

Education is a lifelong process

Certifications

Enhance existing skills

Learn new skills

Professional Development

QuickTime™ and a decompressor

are needed to see this picture.

Civic groups

Service clubs

Charitable organizations

Trade associations

Professional organizations

Community / Professional Involvement

Industry-specific, trends

Topic-specific

Personal interests

Presentations & Speaking Opportunities

It's important to help others grow in their career as others have helped you.

Internships

Job shadow programs

Mentoring

Finding the community that best fits your target market

Where do you find you customers?

Where do your Customers find you?

Blog

LinkedIn

FaceBook

Twitter

Ever evolving

Trackable

Social Media Marketing

Based on contacts made via networking and personal marketing

Industry-specific

Topic-specific

Service-specific

Targeted Marketing

• Targeting companies you would like to work with based on:

• - Reputation

• - Industry

• - Size of company

• - Budget for marketing

• - Opportunity to expand existing services

Direct Marketing (Traditional)

TRUE, integrated brand marketing success takes time

and patience and is notachieved overnight.

Identify your personal goals

Relate it to your company’s marketing efforts

Develop Marketing Plan

Put it down on paper

Tracking and accountability

Next Steps

# of hours for marketing - week, month, year

Times best for your schedule?

Develop your personal “sales pitch”

Referral base networking? Who, when?

Projected # of outside activities

New client goals

Industry goals

Others

Defining Goals

Every goal should have an outcome and timetable established.

Strive for results-driven goals, not theoretical goals.

Goals should be measured and tracked.

Encourage brainstorming sessions for all mentors / individuals to learn from each other (successes, non-successes, etc.)

Setting Personal Goals

“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”

– Chinese Proverb

2445 Fleur Drive, #148, Des Moines, Iowa 50321Phone: 515-257-MKTG (6584) • www.createWOWmarketing.comTwitter: @TheBrandChef • Andrew@createWOWmarketing.com

www.TheBrandChef.com