Spice of Life: Brand Marketing Seminar
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Transcript of Spice of Life: Brand Marketing Seminar
Spice of Life:Brand Marketing Seminar
#HighRoadU
Who’s Talking BrandWhat Drew U to this Event
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Who Are We & What Are We Doing?
Why Now?
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What Can U Do?ERA’s Exploration into Brand Clarification
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Background - Clarify ERA’s Brand• Strategic plan identified need to clarify
ERA brand• NOT a new logo or new name• Articulate a clear value proposition for
belonging to and doing business with the association
• Hired Catch Your Limit Consulting1. Conduct research2. Develop brand triangle
Elements of Brand Triangle1. Core Value of having a relationship with
ERA. The one thing ERA wants people to expect from having a relationship with the association.
2. Attributes – how the benefits of the Core Value are delivered.
3. Personality - conveys the emotional and self-expressive benefits of the brand.
ERA Brand Triangle
PersonalityGlobal
Friendly &Inclusive
Electric
Leader
Trustworthy
AttributesAdvocacy
Self Regulation &
Industry Standards
Access²
WisdomCore ValueProtect & Grow
Marketing's Best Sellers
Marketing CampaignGoal • Clearly communicate ERA’s brand triangle/value
proposition to its constituentsStrategy1. Let members do the talking (SupERAchievers)2. Content is king (member success stories)Tactics• Print ads in industry magazine• Member success stories• Membership brochure• Email campaign• Website• Signage onsite at annual convention
Featured in…
Print Ads
SupERAchievers
Member Success Stories
Email Campaign
Website
Membership Brochure
Signage at Annual Convention
State of Association MarketingOy Vey!
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www.highroadsolution.com
-WHOSE JOB IS IT?
-WHICH DEPARTMENT DOES IT?
-DIFFERENCE BETWEEN MARKETING, COMMUNICATIONS, & MEMBERSHIP?
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TRUE OR FALSE?Membership is Everyone’s Job
Marketing/Branding is Everyone’s Job
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GOAL : STRONG BRAND=STRONG DEMAND
People Seek You Out to Renew their Dues
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GOAL : STRONG BRAND=STRONG DEMAND
GO FORTH & FIND NEW MEMBERS
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CURRENT BLOCKERS TO BRAND
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BRAND BLOCKERS• Not Enough Data• Collect Info, but Don’t Take Action• Guesswork
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LET’S GET STRAIGHTTaglines & Themes• Who’s Doing this?
Campaigns & Programs• Who’s Doing this?
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Without Brand,The World May Never Know
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WELCOME TO EMAILKnow open rates, click thrus, web tracking, conversion ratesThere’s so much more than email...
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www.highroadsolution.com
What discount happens today?
Do relationships go on sale?
State of Associations TomorrowWhat Needs to Change
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Tomorrow is Today!• Move to a business model• Diversify the portfolio; non-dues
revenue is critical• Members are no different than
consumers• Go digital or Go home• Revisit structure and strategy
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U Would:• Drive the agenda with buy-in• Have data to back up your choices• Be the authority• Know your brand equity• Know where people are coming
from, how they convert and why
What is Brand?It’s the Logo, Right?
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RevolutionLet’s Go
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Time for Brand Revolution & Management!
#associationrising
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Why Now?
• Population changes– Baby Boomers v. Gen X v. Gen Y– New need to create demand
•Competition so need to differentiate
• Now possible to do through economically through technology
Shift in marketing strategies
Direct Marketing
Influence Marketing
Hot techniques in marketing & communications
1)Content Marketing2)Live & Virtual Event
Marketing3)Promoted Social/ Social
Marketing4)Next Gen Email Marketing
Common factor?
Business objectives
Rise of martech
Logical conclusion
How Well Do You Know TV? • Question #1:
What channel would you use to get up-to-date information on weather around the world?
• Answer:
How Well Do You Know TV? • Question #2:
What channel would you use to get up-to-date information on all kinds of news around the world?
• Answer:
How Well Do You Know TV? • Question #3:
What channel would you use to get up-to-date information on all kinds of sports around the world?
• Answer:
Know your buyer & focus
Us population groups
Map your past audience
gen ygen xboomer
Note: Matures = 0
Who has money?
Take it easy on yourself
Basics of Demand CreationHow Brands Create Demand
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Basics of Demand Creation• Create a promise that only you
can fulfill• Connect with deeper level
(subconscious or conscious) need or feeling
• Energize the feeling• Reward the right choice, ignore
the incorrect choice• Manage supply/demand of the
remedy
Creating the Promise• Define the Promise that You can Fulfill:
– Make you rich, beautiful, thin, smart, loved
– Make you a top professional– Make you a good person– Make you an expert– Make you a leader– Make you part of a legend, team, culture,
legacy
Make you desired
Connect with Deeper Feelings• Insecurities• Ego• Growth/Boredom• Change/Contribution• Idealism
Energize the Feeling: Creating the Want• Amplify and empower the
feeling—let it grow– Powerful images– Stories– Music– Lighting– Time/Sequence– How Much/How Little
How Demand Marketers Put Want into Action1) Define & Message the Audience(s):• Take the time to really segment• Take the time to message each
segment• Take the time to create a marketing
strategy for each segment• Take the time to take baseline and
periodic measurements• Fight the pressure to use mass
marketing now it is about influence marketing
Manage Supply/Demand of the Remedy• Availability
– Only sell in 30 day periods– Can only have one at a time– Only see a certain amount of time each
visit• Example: NBC’s Must See TV Thursdays• Premiums
• Periodicity– Only offered at certain time periods
• Example: Disney Movie Releases on DVD• Annual Awards
• User Environment– Content & Content
Structure– Language: Tone,
Formality, – Visual: Color, Texture,
Spatial Arrangement, Imagery, Use of Light, Typography
– Smell– Touch
• User Interaction Model– User flow– User activity
options– Relationships– New vs. familiar vs.
shocking
What Makes for an Engaging Experience?
Techniques for Making X Engaging– Creating Warmth– Creating Awareness– Inciting New Inquiry– Inciting Action– Driving New Revenue– Creating Want
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Reward the Right Choice• Offer praise, recognition• Publicly promote the
person who’s made the choice; endorsements
• Celebrate!
How Strong is Your Brand Equity?Tests You Can Do today
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Brand Equity• If you stopped emailing
today, who would be upset?
• Are you in top 3 of where people will go for info?
• Would your org show up in their eulogy?
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Brand Equity• Be the authority• Set the agenda for the
industry• Be elite
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Idea of Being Elite
How Do You Develop a Brand?Modern Tools
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User’s Journey Map
User’s Journey Map
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User’s Journey Map
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Customer Journey Map
BUYING PROCESS
DISCOVERY/RESEARCH (30-60 Days)
EVALUATION/COMPARISON (30-90 Days)
DECISION/PURCHASE (14-30 Days)
IMPLEMENTATION (14-21 Days)
SUPPORT/RENEW (Lifetime Average: 3
Years)
TOUCH-POINTS &
EMOTIONAL RESPONSE
CUSTOMER THOUGHTS
OVERALL CUSTOMER
EXPERIENCE
CUSTOMER GOALS
Easily find information & resources online to help educate our organization on best practices.
Customer Expectations
Customer Experience Journey
Vendors have information online about their solutions, pricing and differentiation.
Can speak to customers in our industry about their experience.
Documentation is available and clear regarding install.
Online support community, FAQ; service-level-agreement.
Why isn’t there more info available online for solutions for our industry?
Do we have budget for this project? How long will this take to implement? Who are the key players in the market? What are our competitors doing about this?
What are our requirements? Do we need to do this now? Who should be on our short-list of potential vendors? What features and functions are available? How will this integrate with our existing infrastructure? What do industry analysts think of each vendor? How do I build the business case for this purchase?
Will this vendor be around in 5 years to support us? What is the expected ROI/TCO for this program? What does post-purchase support look like? Are there any options for payment terms? Will we be locked into a long-term contract? Are there any reference customers in our industry?
Why don’t you contact us before auto-renewing our account?
I have to wait on hold WAY too long to speak with a customer support rep.
Why do I have to pay extra for support? Can we get a discount for a 3-year deal?
How do we need to staff this program? What is timeframe to go-live? Where are the support documents? I thought the implementation would be
easier than this! Our business users better adopt this.
Pleased
Satisfied
Upset
1. Learn best practices for top companies2. Find information & resources that help educate
and prepare company for a new project
1. Build Business Case for formal project approval2. Determine requirements and short-list of vendors3. Create RFP and invite vendors to present solutions
1. Determine ROI/TCO for project2. Select a vendor to conduct pilot program3. Negotiate contract with favorable terms
1. Get timely resolution to support requests2. Minimize price increases at renewal
1. Get system up-and-running2. Integrate other applications3. Train users and drive adoption
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Satisfied
Upset
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Recommendations
IDEAS TO IMPROVE
Provide industry ‘solutions’ and case studies on corporate website.
Create business case template for buyers to use Don’t assign to sales so quickly
Develop an RFP and buyer’s guide to facilitate buying process Simplify demo to reduce stress and anxiety License Analyst firm research study or vendor profile Reduce number or frequency of nurturing emails
Get SAS70 certification to remedy security concerns
Build ROI/TCO calculator to facilitate buy-in Consider monthly billing with no contract option
Audit customer support resolution times Develop a service-level-agreement that aligns to
our brand promise of efficient service.
Improve implementation guide and AP documentation I for custom integrations
Build “Quick-Start” consulting offering
Online Research – Pleased to Find Info (Google Searches, Analyst Firms, Blogs, Tech Reviews, etc.)
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Website Visit - Excited to Get Resources (Sign Up to Get Content - Video, Webinars, Whitepapers, Case Studies, etc.
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Call from Sales Representative - Annoyed Typically annoyed as not ready for sales call, ask to be called back in a few months.
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Live Chat with Us – Disappointed Initial questions answered promptly, but wish we would reveal pricing on live chat.
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Talk to Other People – Get Excited About Us (Find Facebook Fans, Twitter Followers, LinkedIn Connections, Quora Answers, etc.)
5
Product Demo with Sales – Overwhelmed (Happy with product but get stressed out that they are not ready to start this initiative yet.
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Lead Nurturing Email Campaign – Upset Feel they get too many emails from us too soon and 20% unsubscribe from all emails from us.7
Speak to Analyst Firm – Reassured Re-engage with us happily once they have assurance from reputable firm.
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Get Buy-In from CFO – Stressed Don’t know how to predict ROI/TCO and we don’t help them much.9
Select Vendor – Relieved(After many demos and internal meetings, happy to select a vendor.
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Negotiate Contract – Conflicted Want to get best possible pricing but don’t want to sign a multi-year deal.11
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Kick-Off Call – Excited Enthused and ready to get project going.
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Phase 1 – PleasedWork with customer success team to get phase 1 launched.
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Integrations – Disillusioned Disappointed that integrations are more costly than anticipated.14
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Support – Satisfied Getting help but want faster response time.
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Renewal – ContentUnhappy with price increase on renewal but happy with added features and value.
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SegmentationSlicin’ & Dicin’ for a Purpose
1)What are the right slices?
2)What data do we combine?
3)What data don’t we have now that we really need?
Defined segments• Create communication
campaigns, programs, products & services around them
• Great for reporting (should be a KPI)
• Save money• Reduce number of untargeted
communications
Segmentation decision framework• What is the meaning of one
orange?• -Attendee/Member Base?
-Market? Market Vertical?-Major Donors?
• How will you cut it?• -Demographics?
-Psychographics?-Behavioral activities?
Moving from segments to personas
• Process:• Take each segment and:1) 1) Name it2) 2) Describe it3) 3) Write a benefit statement to
clarify the business purpose of this segment to the organization
value prop matrix
Building org capacity• Segmentation is a mindset that requires that you
understand the:1) -data landscape
-software applications available-the business goals -analysis-data-driven business decision-making
• Train staff in all departments on:-the mindset-how to make queries in Query Central to populate other systems-how to read reports-the basics of how the internet works, databases and the concept of APIs
PersonasWho’s My Tyler
Member Type is Not a Persona
Facts About Today’s User• Low attention span• Low memory• High number of alternatives• High volumes of information• High reliance on peer
groups/influencers for decision-making• High levels of brand equity through
referrals/WOM
Modern Method: Be There
Your brand
Your brand
Your brand
Your brand
Reality of mass market
Reality of mass market
POPULATION ANALYSIS
User’s Journey Map
User’s Journey Map
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User’s Journey Map
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Behavioral programsValue Prop(WIIFM)
Feeling at End of Event
Experience Map
Engagement Points
Influence Points
OWLs
SMPs
BOOMERS
GEN X:(Jason & Jennifer)
PITAs:
Lead ScoringIdentifying high value prospects, members & donors
17-27%
Am I In the Club? Clues that you are a 17-27er
73-83% Club
Sandwich Mistake
Track every purchase
Only thing we kept was how many sandwiches were eaten
Manufacturing???
Trying to Track at Individual Level, but Serving Up Content at the Aggregate Level.
Understand the weight of each element
Understand the price of each element
Track the total consumption based on the individual’s selections
Understand tastes + preferences + buying patterns + input cost + revenue
• Market differently—market the choices as the benefit
• Fit in target audience lifestyle• Track at campaign level• One code across channels• Report at campaign level for
C-level & Board level folks• Develop KPIs/dashboards
Needed changes
Source Raw Weight Weighted # Attendees 1200 0.05 60
# Certification Registrants Sold 500 0.05 25
# New Members 1000 0.2 200
# New Volunteers 400 0.3 120
# New Donors 300 0.05 15
# New Signatures 500 0.3 150
# New Chaptersw 100 0.05 5
575Index Score
engagement Index Scoring
Source Raw Weight Weighted Facebook fans 1200 0.05 60
LinkedIn followers 500 0.05 25
# Site Visitors 1000 0.2 200
# Email Subscribers 400 0.3 120
# Twitter followers 300 0.05 15
# Voicemails Opened 500 0.3 150
# YouTube subscribers 100 0.05 5
575Index Score
Influence Index Scoring
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Index Graph
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC0
100
200
300
400
500
600
700
800
InfluenceEngagement
Imagination Exercise. Moving to the U
You Own a Restaurant. You Pick the Food.
Dawn of Time to 1957
1957
Customers Start Asking
Early 1980s
You Want to Be Innovative
1998
Why Not? It’s YellowFun Fact:
Sugar in the Raw actually came to market in the early 1970s but without any marketing campaign, it stayed in the world of organics & people who prefer sugar granules that never actually melt & you can crunch with the dregs of your coffee or tea
Can We Agree…?• The restaurant owner had
to change over the years to:– Meet demand– Stay competitive– Be innovative– Provide choice– Understand niche markets
Can We Agree…?• The restaurant owner
became User-Centric?
Recap on What We Agree Upon:• Multi-channel• Multi-touchpoint• User-centric
Fight the Right Battle.• Battle of Mindshare
Change the Battleground Tactics
How Demand Marketers Do It
Go-to-Market Strategy1) The overarching strategy
that defines:– Who you are targeting– Estimated opportunity– How you will reach them– What it is that you are
offering– How it is that you will hook
them– When you will see the ROI
How Demand Marketers Put Want into Action2) Select the right integrated
marketing mix that continues to build the demand through as many senses as possible:– Direct & email– In-person and virtual events– Twitter, Facebook and LinkedIn– Widgets and Websites– Content: articles, papers, etc– Videos & Photos– Testimonials
How Demand Marketers Put Want into Action3) Decide the Timing:
-How fast, how slow-How much to reveal-When to reward
-When to touch again
How Demand Marketers Put Want into Action4) Create the environment for
communication and the actual communication content:-message-tone-lighting-music-packaging-velocity
How Demand Marketers Put Want into Action5) Decide the Reward
-Gift?-Recognition?-Event? -Volunteer?-Award? -Insight?
Examples of Demand Creation
Creating WarmthTip!Periodicity works very well by creating dependence
Creating Warmth
Tip!Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind.
Tip!Highlighted content that is vetted is more desirable!
Creating Awareness
Tip! Create demand through offering information in chunks: parts, series, chapters, installments.
Think mini-series!
Creating Awareness: Program Matching
Tip!You can rarely go wrong with images of children or animals
Creating Awareness
Tip!Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”, “Must Haves”, & “Most Recommended”
Inciting New Inquiry
Inciting New Inquiry
Inciting Inquiry
Incite Action
Inciting Action
Creating Want
Creating Want
Interactive Workshop:Collaborative Demand Creation
Go-to-Market Strategy Define each cell:
Target Audience(s)
Estimated Opportunity
How We Will Reach Them
Offer
Hook
Break-Point for ROI
How Demand Marketers Put Want into Action
Will We Use? How So?
Direct MailEmailIn-person eventsSocial mediaWebsite PropertiesContentVideosPhotosTestimonials
How Demand Marketers Put Want into Action
Start Date Repeat? Frequency?
End Date
Twitter 08/01/10 3x/day 12/31/20
Facebook 8/5/10 2x/week 9/10/10
Interactive Video Widget
8/1/10 24/7 10/1/10
Blog Series 8/10/10 1x/week 9/1/10
Thank You Reception
9/15/10 Once 9/15/10
How Demand Marketers Put Want into Action
Action Reward Awarded To
Donating Memory Wall Donna Pillman
Blogging Award-Rating; repeating; publishing
Tom Mathers
Sponsorship of Gala Dinner Table
Letter; invitation to subsequent event for sponsor donors
Gordon Thornton
Demand Creation Summary• Define the purpose and
emotional connection• Outline your go-to-market
(GTM) plan• Execute your GTM plan
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Influence to Lead to ConversionHere’s How We Should Be Able to Measure
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Definitons• Influence: Brand Awareness, Getting in
Front of People & Being Memorable• Reach: Number of People Seeing Your
Message• Conversion: People Taking the Action
You Wanted them to Take
• Consolidation of Systems• Integration of Systems• Automation of Systems• Appending Codes onto URLs• Source Codes to Input• Google URL Builder• Code Shorteners (Bit.ly, etc.)• Cookies• Google Analytics Codes
What You Need: Digi Tracking
• Track at campaign level• One code across channels• Scoring• Report at campaign level
for C-level & Board level folks
How to Track Differently
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How to Talk Differently• GTM Plan• Critical Metric Milestones• Frequency of Measurement• Post-Mortem
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How to Report Differently• Lift (Increase) • Attrition (Lost
“Customers”)• Reach:
– Influence– Engagement*
• Revenue (Conversion)
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Example: Campaign Level Reporting
• Annual Meeting: Marketing Impact– 12% Lift in Registrations (Conversion)
YOY, QOQ or MOM– 45% Increase in Reach (Influence)