Next Practices Branding Strategy-

Mobilizing Your Team to Win Company, Employer and Personal

Branding

Scott Hamilton

Lauren Ellermeyer

Jayson Duncan

Executive Next Practices Institute

.

Miller Farm Media

Agenda

Step back to leap forward in 2013

A new look at branding strategy, methods, practices and alignment

Company Branding Employer Branding Personal Branding

2008-2012 Global Brand Turbulence

.

. .

Who is the Red Digital in Your Industry?

How has consumer behavior changed?

B2C

• They spend less, delay, trade down

• Aspirations have not changed

• Look for lower cost alternatives

• Increased attraction to well know brands

B2B

• Budgets are reduced or eliminated

• Stronger business case necessary for existing and new investments

Traditional Marketing is not working

• 18%: Proportion of TV advertising campaigns generating positive ROI

• 54 cents: Average return in sales for every $1 spent on advertising

• 256%: The increase in TV advertising costs (CPM) in the past decade

• 84%: Proportion of B2B marketing campaigns resulting in falling sales

• 100%: The increase needed in advertising spend to add 1-2% in sales

• 14%: Proportion of people who trust advertising information

• 90%: Proportion of people who can skip TV ads who do skip TV ads

• 80%: Market share of video recorders with ad skipping technology in 2008

• 95%: The failure rate for new product introductions

• 117: The number of prime time TV spots in 2002 needed to reach 80% of adult population – up from just 3 in 1965

• 3000: Number of advertising messages people are exposed to per day

• 56%: Proportion of people who avoid buying products from companies who they think advertise too much

• 65%: Proportion of people who believe that they are constantly bombarded with too much advertising

So what does this mean for branding?

• As marketers we are responsible for bringing the customer into the organization

• We are the voice of the customer inside the organization and need to champion a market-driven culture

• What does that mean for your organization?

• What is your internal communication strategy?

• How are you going to influence the rest of the organization?

Next Practices

Ideas, processes, concepts and solutions that move us beyond the

“status quo”.

Not “how are others doing it best” but rather, “where do we go from

here that represents a true fundamental shift in value”…

Where is the greatest opportunity for your brand to create value within your company and/or industry?

Value Creation Eliminate Which factors can you eliminate that your industry has long competed on?

Raise Which factors should be raised well above the industry’s standard?

Reduce Which factors should be reduced well below the industry’s standard?

Create Which factors should be created that the industry has never offered?

ELIMINATE Star Performers Animal shows Aisle concession sales Multiple show arenas

REDUCE (Family audience to targeted adult entertainment) Fun & Humor Thrill and Danger

Raise Unique Venue

Create Theme Refined environment Multiple productions Artistic Music and Dance

Where is the greatest opportunity for your brand to create value within your company and/or industry?

Clients.

Today’s Focus: PR, Social Media and Video.

•Public Relations/Media Relations •Social Media •Video •Direct Email Marketing •SEO/Website •SEM •PPC •Advertising •Blogs •Market Research •Lead Services •Brochures & Sales Materials •Events •Telemarketing

Clients.

What Happens in a Second:

U.S. citizens consume a average of 12 hours of information/media a

day.

¾ of our waking time is spent receiving information, the majority of

which is electronic.

An average US citizen each day consumes 100,500 words

(Source: UCSD)

Clients.

Feeling Lost?

Becoming a credible brand is central to ensuring you stand out from the crowd in today’s age of information overload.

Clients.

Building a Brand: Step 1

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Clients. Step 2: Take Your Brand to the Masses.

Clients.

Why PR?

1. Public relations gets you noticed.

2. Public relations sets you apart from the competition.

3. Public relations builds third-party credibility.

4. Public relations establishes thought-leadership.

5. Public relations helps you attract sales/prospects.

Why Social Media?

1. Social Media allows companies to

connect with customers on a 1:1 social level.

2. It increases your brand’s awareness.

3. It helps drive traffic to your website.

4. It allows you to obtain customer feedback.

5. It can help drive leads.

Millennium Dental Technologies.

• Know Thyself: MDT’s Brand = Patient-Focused.

• Most successful campaign to date

focused on audience education and awareness—a platform fully aligned

with their brand. • PR and social media were the

vehicles for success.

Gum Disease Awareness Month. (Proclamations Issued by Governors in 23 States and Counting…)

Media Relations. TV, Radio, Print, Online.

Clients.

Social Media.

Insert Jayson’s Presentation HERE

• The execution slides are part of Scott’s

closing piece…

The Execution Issue

For an marketers, success or failure is

made in the first 100 days.

Next Practice: “Market-driven” firms are more profitable

“Market-driven firms are, on average, 31% more profitable than self-centered firms.”

“The Market Driven Organization:

Understanding, Attracting, and Keeping Valuable Customers”

George S. Day

Wharton School

University of Pennsylvania

But, what does it mean?

Next Practice Behaviors required to be Market-Driven

Factors Behaviors

Customer Insight Measures behaviors related to understanding and acting on current

customer needs and satisfaction

Customer Foresight Measures behaviors related to understanding and attracting potential

customers

Competitor Insight

Measures behaviors related to monitoring, understanding and

responding to current and potential competitor strengths and

weaknesses

Competitor Foresight

Measures behaviors related to monitoring, understanding and

responding to current and potential competitors’ long-terms strategies

Peripheral Vision

Measures behaviors related to monitoring, understanding and

responding to trends in the larger environment (Political, Economic,

Social, and Technical)

Strategic Alignment

Measures behaviors related to aligning work to the firm’s current and

evolving strategic goals and objectives

Cross-Functional

Collaboration

Measures behaviors related to interacting, sharing information,

working with, and assisting colleagues from different work groups

Next Practice: “Market-driven” firms are more profitable

“Market-driven firms are, on average, 31% more profitable than self-centered firms.”

“The Market Driven Organization:

Understanding, Attracting, and Keeping Valuable Customers”

George S. Day

Wharton School

University of Pennsylvania

But, what does it mean?

segments

Source: Harvard Business Review How to Market in a Downturn by John A. Quelch, Katherine E. Jocz Apr 01, 2009.

Source: Harvard Business Review How to Market in a Downturn by John A. Quelch, Katherine E. Jocz Apr 01, 2009.

Next Practice

Centralized marketing collaboration- cloud based marketing communications and documentation

1. Communicate the Vision- Inspire .

Alignment to Marketing Initiatives

Where are

we going?

Mapping the

Ideal Future

for clarity and

build

“common

ground”

1. Communicate the Vision- Inspire .

Collective Market IQ

Engage –

people must

“experience”

what it is you

want to them

to support

and do

Engage Internal Employees to the

External “Experience”

Measurable employee commitment, productivity and innovation rise in direct proportion to how they experience an activity.

Metrics that connect

Line of site

metrics-

Every

process,

every level

5. Develop, Launch, Test

How Will You Create a Culture of Next Practices and Sense of Urgency?

Thank You! Next Steps

35 minute call- Brand Assessment info@enpinstitute.com

888/857.9722