PATTON BRAND STRATEGY, LLC
GROW REVENUEHow to Activate Magnetic Forces Between You, Your Customers, and Your Prospects
PATTON BRAND STRATEGY, LLC©2011 Patton Brand Strategy, LLC
PATTON BRAND STRATEGY, LLC
Patton Brand Strategy• Growing Revenue and ROI by growing brands• Investing in websites, social media, advertising and promotions
without a growth strategy is a fast trip to wasted investment and underperforming ROI.
Marketplace
TargetsBrand
©2011 Patton Brand Strategy, LLC
PATTON BRAND STRATEGY, LLC
Grow Revenue
Brand Targets
Forces of Attraction
PATTON BRAND STRATEGY, LLC
The Big Lie: Grow or Die!
Sales
Quarters
• All growth is not healthy• Bad growth can kill a company
PATTON BRAND STRATEGY, LLC
Revenue Growth is Not a Smooth Curve
PATTON BRAND STRATEGY, LLC
Beating Markets is Tougher than Most Leaders Believe.
Real 1965–2008 revenue growth for the 500 largest nonfinancial
companies in the United States median was 5.4% a year.
Sustaining top-line growth: The real pictureMAY 2011 • Bing Cao, Bin Jiang, and Tim KollerSource: Corporate Finance Practicehttps://www.mckinseyquarterly.com/Corporate_Finance/Performance/Sustaining_top-line_growth_The_real_picture_2807
PATTON BRAND STRATEGY, LLC
The Truth About Growth: It’s Messy• It’s disruptive• It’s risky• It’s not a smooth curve • It’s expensive• It’s not always profitable• It requires change• It’s necessary
PATTON BRAND STRATEGY, LLC
The New Growth Model20th Century Push Strategy
• Sell more• Make more• Advertise more• Tell them what you have
21st Century Pull Strategy
• Starts with customers and prospects• Hyper-Competition• Technology• Rapid Change• Uncertainty – social,
economic, legislative, climate• Ask them what they want
PATTON BRAND STRATEGY, LLC
Fundamental Growth Strategies• Retain and grow existing share• Acquire new share:• Expanding market• Take competitors’ share
TargetsBrand
PATTON BRAND STRATEGY, LLC
Good Growth is Smart Growth• Smart growth is strategic, disciplined and sustainable• Provides superior value• Profitable• Scalable• Fits the company mission, goals and business plan
PATTON BRAND STRATEGY, LLC
5 Essentials of Smart Growth1. Define your revenue growth goals2. Create and own a value proposition3. Activate the Forces of Attraction
• Outside-In • Inside-Out
4. Create a “Why?” and “What if?” culture5. Bring in experts to fill the gaps
PATTON BRAND STRATEGY, LLC
1. Define Your Revenue Goals• Growth for the sake of more money?• Growth for investors?• Grow, sell, move on?• Grow a sustainable business for the long haul?• How large is ideal?• What’s in your business plan?
PATTON BRAND STRATEGY, LLC
What Do You Do?
Who Are You?
Why Should I Care?
2. Create and Own a Value Proposition
PATTON BRAND STRATEGY, LLC
Who Are You?
• Mission• Guiding Principles• Personality• Culture
PATTON BRAND STRATEGY, LLC
What Do You Do?
• What do you sell?• What makes you the best?• What is the unique truth that sets your company apart from
competitors?
PATTON BRAND STRATEGY, LLC
Why Should We Care?• What is the most meaningful and motivating value that you can
deliver better than anyone else?• Rational Benefits• Emotional Benefits
• TOSS it• True• Ownable• Significant• Sustainable
PATTON BRAND STRATEGY, LLC
Drive Internal Focus and Alignment
Drive External Focus and Alignment
Drive Business with a Powerful Value Proposition
PATTON BRAND STRATEGY, LLC
3. Activate the Forces of Attraction
Brand Targets
PATTON BRAND STRATEGY, LLC
Outside In ForceKnow Your Customers Intimately• What do they value?• Why?• Why?• Why?
• How will you be the best to deliver on that value?• What would they value that they don’t even know about?• How will you align your organization to deliver it?
PATTON BRAND STRATEGY, LLC
Outside In ForceAnalyze, Segment and Activate• Who is…• Most profitable?• Future growth opportunities?• Best evangelists?• Most loyal? Why?• Least loyal? Why?• What do they want?• What do they want that they don’t even know about?• What do they think about your company? Why?• How do you know?
PATTON BRAND STRATEGY, LLC
Inside-Out ForceAlign and Activate Your Organization“The danger of self-inflicted wounds is greater than competition threats.”
Smart Growth, Edward D. Hess, Columbia University Press
PATTON BRAND STRATEGY, LLC
The Inconvenient Truth: Businesses are Lousy at Fully Developing Internal Alignment for Success
Brand Targets
Forces of Attraction
PATTON BRAND STRATEGY, LLC
Create Alignment Within Your Company• “…in each new information revolution, decision rights
have been pushed lower in the organization.” A Long-Wave Theory on Today’s Digital RevolutionHistorian Elin Whitney-Smith looks at previous periods of disruption to understand what companies (and people) are going through today. by Art Kleinerhttp://www.strategy-business.com/article/00074?pg=allPublished: May 16, 2011
PATTON BRAND STRATEGY, LLC
Inside OutUse Your Value Proposition to Build Your Business
• Culture• Organization • Processes• People • Leadership• Measurement• Rewards
Value Proposition
PATTON BRAND STRATEGY, LLC
4. Create a “Why?” and “What if?” Culture
“I have no special talents. I am only passionately curious.”- Albert Einstein
PATTON BRAND STRATEGY, LLC
Practice SWOT Analysis
Strengths Weaknesses
Opportunities (How do I use these strengths to take advantage of these opportunities?)
(How do I manage the weaknesses that prevent me taking advantage of these opportunities?)
Threats (How do I use these strengths to reduce the likelihood and impact of these threats?)
(How do I manage the weaknesses that will make these threats a reality?)
Internal
Exte
rnal
PATTON BRAND STRATEGY, LLC
5. Bring in Experts to Fill the Gaps
• Partner alliances• Government resources• Community resources• Consulting resources
PATTON BRAND STRATEGY, LLC
Summary
1. Now is the time to sharpen the fundamentals that create healthy growth
2. 21st century growth model is a pull model3. Adopt the 5 Essentials and practice them rigorously 4. Align and activate the forces that connect you and your
customers5. Growth is a zigzag process6. Be rigorous and be persistent!
PATTON BRAND STRATEGY, LLC
Thank You!Marketplace
TargetsBrand
Patton Brand Strategy, LLCwww.pattonbrandstrategy.com
Contact Mamie Patton at [email protected] 336.880.8611
©2011 Patton Brand Strategy, LLC All content in this presentation is property of Patton Brand Strategy, LLC.
©2011 Patton Brand Strategy, LLC
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