Over The Rhine Marketing Round Table
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OTR marketin g roundtab le
description
Presentation on Creative Local Marketing given to members of Cincinnati's Over The Rhine Chamber of Commerce at the Emanuel Community Center on May 5, 2010.
Transcript of Over The Rhine Marketing Round Table
OTRmarketingroundtable
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” – Seth Godin
OTR is a brand…
Picture courtesy of Secret Cincinnati
And you are brands…
“Firms may "own" their brands, but brands really live in the heads of their consumers. Companies must constantly nurture and actively manage their brands at the speed customers form opinions about them. And today that's mighty fast. Conversations about an experience may begin on Twitter, but they can be immediately posted to all social media around the world.” - John Sviokla
But with that said…
There is upside here…“Getting people together to co-create the narrative for a product and its marketing — in a collaborative way that creates a singular voice for a brand — can generate unstoppable momentum. Customers demand to be involved with your company. They want to participate in building a brand they will become loyal to.”
TALKabout co-creating
let’s
BRANDyour
Tip #1- know your WHO
the Consumer is
BOSS
Tip #2- stand for somethingEvery brand needs to know their points of difference. These are the desired equities that set you apart from competition to win the hearts and minds of consumers. They should be desireable, differentiating, and specific.
Variety of Scents
An Intoxicating Scent
Experience?OR?
Tip #3 – Get close with digital
"One out of five searches on Google are related to location."
Give your Mayor special perks: Offer something cool to whoever is the Mayor of your establishment; this is the person who "checks in" the most frequently.
Offer discounts: offer a little discount for Foursquare users who check in and show you their phone. Or give a special offer to the first “x” customers who check-in
Attract new customers with “specials nearby”: When a user checks in at a nearby establishment, they're also notified if there are any deals being offered at places close by.
