branding your path to success
on a zero dollar budget
Larry DeVincenzi, brand marketing strategist
Gooooood Morning!
If you know yourself, but not your enemy,
for every battle won, you will suffer a loss.
If you know your enemy and yourself, you will
win every battle.”
Pull Don’t Push
(10 min.
)
Email Resources
(10 min.)
Effective Websites
(10 min.)
Open Q&A
(10 min.)
Positioning Your Brand
(20 min.)
Cell Phones Off Please
POSITIONING YOUR BRAND
The term
“BRAND”
encompasses the
entire experience that customers
and prospects have with your
business or product.
Your brand is what you stand for;
the promise you make;
the personality you convey.
Stand out
from the competition.
POSITIONING YOUR BRAND
Most businesses don’t initially focus on brand
strategy, but rather choose to focus
only on
sales.
A critical error, as a sound brand strategy
will help you:
Enable your
competitive position
and
value proposition
to grow.
Position you as a
specific value
in the
minds of prospects and customers.
Grow faster
than similar brands
Gain market
share = $$$.
POSITIONING YOUR BRAND
WHY?
Because the goal
of marketing is
SALES.
BRAND DNA
5 W’s:
Who:
Is your exact target
market?
(demographics/psychographics)
What:
Description of product
or service
(non
-
technical)
When:
Timing in the market
place?
Where:
Local, Regional,
National or International
(defines
marketing channels)
Why:
What is your unique
value?
S.W.O.T. ANALYSIS
READY… SET… WAIT!
2
-
3 Sentences that convey your DNA (Brand Position)
:30
“Elevator Speech”
: Practice until it’s natural
(Essential For Networking)
Press Release Development
Copywriting (set tone for your target audience
)
Logo Development / Tag Line
MEASURE
TWICE, CUT ONCE
Test Your Market
Test Marketing (brand logo ideas)
Tag Lines (try before you buy)
Measure Perception (test SWOT)
Price Points (percieved value)
Referrals (early adopters)
PERMISSION
MARKETING
-
-
.
-
-
-
What’s Working Today?
> The elephants
aren’t in the jungle…
They’re at the
watering hole!
> Decentralization of Consumerism
-
Each of us
sees more ads alone in one year than people of 50
years ago saw in an entire lifetime.
> Advertising works to those that want the message
(opt
-
in to your brand!).
> Social Media is not a default opt
-
in to advertising.
> Networking opportunities/events.
PERMISSION
MARKETING
Encourage a learning relationship with
customers
Opt
-
in to all databases
Teach your brand once permission is
granted
Deepen relationships for referrals
Push & Pull Marketing
EMAIL RESOURCES
Include your logo and tagline with contact information
(telephone number & website)
Brand Your Signature
Add your social media links if appropriate to your recipient.
Consider using more than one style of signature for different
audiences.
Watch your language! The written word is easily
misinterpreted.
EMAIL SYSTEMS
Good analytics (delivery rate, ability to opt
-
in, list
management, etc)
Choose Your Weapon
Might be “black listed” because of volume and past abuse.
Delivery fail rate up to 20% of valid addresses.
Faster than sending from you personal account. Bulk sends
from your email account may identify you as a spammer.
Provide templates and free trials (keep it branded!)
Allows you to “customize” message to recipient.
Be sure your email addresses are opted
-
in only!
EMAIL CAMPAIGN SYSTEMS
Consistency is key. Survey to determine frequency.
Drip, Drip, Drip
Encourage “forward to a friend”
Provide helpful tips, resources
-
including links to external
information.
Content is king. Selling is never just telling.
Always allow opt
-
out.
Effective Websites
Improving the volume or quality of traffic to a
web site
from
search engines
via "natural" or un
-
paid
("organic")
search
results
as opposed to
Search Engine
Marketing
(SEM)
which
deals with paid inclusion
(Google Adwords, Yahoo, etc.).
Social Media can be effective in organic SEO
(keyword tagging is critical, time intensive)
search engine optimization
Search Engine Marketing is also effective,
and addictive
.
(keyword integration is also critical here)
Effective Websites
design considerations
Memorable Branded Creative
(“brand personality”)
SEO optimization is a coded formula.
(inherent design
constraints)
Stock/royalty free imagery
(shutterstock.com / istockphoto.com, etc.)
Original photography can be more affordable.
Targeted copy “on brand” platform.
SEM optimization code on every web page is critical
to
knowing your audience.
Effective Websites
Wordpress
(blog platform, plugins = CMS flexibility)
Content Management System
(CMS
) enables you to manage
your own work flow in a collaborative environment.
a
keep control
Contribute
(collaboratively author, review, and publish
—
without learning HTML.)
Questions? Answers!
Q
A
&
Network With Us!
SmartBrand
SmartBlog
smartblog.wordpress.com
smartbrand.biz
Project ecoBrand
Projectecobrand.com
Reno Green Drinks & Las Vegas Green Drinks
Greendrinks.org (search Nevada)
Facebook
Search “smartbrand” for group and fan pages
Twitter
Search “smartbrand” or “ecobrand”
YouTube
Search “smartbrand
llc
” for our video channel
thank you!
Larry DeVincenzi
brand marketing strategist
775.771.7004
larry@smartbrand.biz
website:
smartbrand.biz
blog:
smartblog.wordpress.com
marketing that works
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