Chevron MarketSense
Transcript of Chevron MarketSense
Chevron Project Transform Marketing Overview
March 3, 2011
© 2011 MarketSense
Project Transform
Agenda
Your 2011 Marketing Questions or Challenges? Overview of MarketSense Branding 101 Case Study Follow-up and Deliverables
© 2011 MarketSense
Project Transform
What’s your biggestWhat’s your biggestmarketing challenge?marketing challenge?
© 2011 MarketSense
Project Transform
Questions About Branding
Isn’t branding just for larger and/or consumer companies?
My company v. Chevron?
I sell a commodity — what’s the purpose?
We sell lubes and fuel like everyone else — aren’t people just interested in my price?
© 2011 MarketSense
© 2011 MarketSense
Project Transform
Questions About Priorities
What’s first, what’s the most important?
Customers, prospects, who first?
© 2011 MarketSense
Project Transform
Questions About the Internet
What the next big thing for company websites like mine?
Is social media anything I should be thinking about?
© 2011 MarketSense
Project Transform © 2011 MarketSense
Project Transform © 2011 MarketSense
Project Transform
About Us
Established in 1989 National client base Own facility near Chicago All services delivered in house 5 year BtoB Magazine “Top Agencies”
Project Transform
Closed loop services
Brand Management Strategy
Promise Position Character
Messaging Copy tone Graphics
Collateral development
© 2011 MarketSense
Project Transform
MarketingCommunications Online
Web site Viral and social media SEO / SEM Banners / sponsorships Content aggregation
Offline Database e & postal mail Public relations Thought leadership Show support Traditional advertising
Closed loop services
© 2011 MarketSense
Project Transform
Sales Support Response management
Data capture Qualification and scoring Fulfillment Distribution to field Updates and reporting Lead nurturing
Telemarketing Data management Channel management
Closed loop services
© 2011 MarketSense
Do you start most days with a price race to the bottom?
© 2011 MarketSense
Getting beyond price-only selling starts with your
© 2011 MarketSense
Which functions like:Specifically here:
Your customer
Your brand is an idea living here:
Your customer
© 2011 MarketSense
Your brand is your customer’s
GUT FEELINGabout your product, service or company.
~Marty Neumeier Author of Zag
© 2011 MarketSense
So What?!
© 2011 MarketSense
So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Differentiation
© 2011 MarketSense
© 2011 MarketSense
So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Simplicity
© 2011 MarketSense
Every 2 days we create
more informationthan we did from the dawn
of civilization to 2003.
© 2011 MarketSense
So What
Creative beyond the creative department
Technology is in our DNA
Sales results are why we exist Resonance
© 2011 MarketSense
Every 2 days we create
more informationthan we did from the dawn
of civilization to 2003.
© 2011 MarketSense
Beyond “Price-only” sell starts with your brand
Your brand lives in the customers “gut feeling”
Differentiation, Simplicity, Resonance are the keys.
© 2011 MarketSense
Project Transform
Our Branding Process
© 2011 MarketSense
Project Transform © 2011 MarketSense
Project Transform
Minds of the Marketplace
Project Transform © 2011 MarketSense
Project Transform
Branding Development Milestones
Stakeholder Interviews/Surveys 3 weeks
Data Distillation 1 week
Collaborative Consensus 1 week
Brand Definition 1 week
Creative Development 3 weeks
Creative Refinement 1 week
Roll-out Ongoing
© 2011 MarketSense
Project Transform
Sealy Global HospitalitySealy Global HospitalityBranding Case StudyBranding Case Study
© 2011 MarketSense
Project Transform
Guest Satisfaction
© 2011 MarketSense
© 2011 MarketSense
Project Transform
Hospitality brochure
© 2011 MarketSense
Project Transform
Trade ads
© 2011 MarketSense
Project Transform
Website
© 2011 MarketSense
Project Transform
Trade show booth
© 2011 MarketSense
Project Transform
Sales presentations
© 2011 MarketSense
Project Transform
Counter cards Pillow cards In-room tent cards Door hangars Portfolio sheets Guest comment cards Keycards Option to co-brand
Co-marketing materials
© 2011 MarketSense
Project Transform
Sealy Global HospitalitySealy Global HospitalityMarketing ProgramMarketing Program
© 2011 MarketSense
Project Transform
Customer and prospect engagement
© 2011 MarketSense
Project Transform
Sealy database
© 2011 MarketSense
Project Transform
Targeted eNewsletters
© 2011 MarketSense
Project Transform
Key account targeting
© 2011 MarketSense
Project Transform
Promotional mailings
© 2011 MarketSense
Project Transform
Birthday Card
© 2011 MarketSense
Project Transform
Public Relations
© 2011 MarketSense
Project Transform
Sales tools
© 2011 MarketSense