everything you ever wanted to know about marketing...but were afraid to ask! alan bright...

Step awayfrom thecrayons!

Alan BrightCEO. Twentyfive

What’s the link?

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How valuable do you think your company’sreputation

is?

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Is it worth protecting, and if so,how?

What’s the link here?AdvertisingMarketing literaturePRCorporate identityWebsite

Networking groupsForumsSocial mediaBlogging sitesPress, radio and TV-------------------------------

These we can control------------------------------These are far more difficult to control

experiences

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perceptions

Every reputation is built by:

and

“It takes many good deeds to build a good reputation,

and only one bad one to lose it”

Benjamin Franklin

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Experiences and perceptionscome from:

Your own personal experiencesThe personal experiences of friends

Experiences given by work colleagues Gossip and hearsay

Company ----------------------- (CRM) ------------------ Customer

… many points of contact

Marketing attracts, but positive experiences

help to retain customers

Marketing is tactical, controlling reputation

has to be strategic.

Simples!

So how do you make your marketing authentic?

AdvertisingMarketing literaturePRCorporate identityWebsite

Networking groupsForumsSocial mediaBlogging sitesPress, radio and TV

Control your delivery culture

Look at these things…Telephone mannersSpeed of responseEmpire buildingLoose cannonsUnsubscribers

Phone auto optionsInternal communicationsStaff attitudesFulfilling promisesTop-to-bottom buy in

= managed internal delivery culture

You need to build a strong foundation

Some of the benefits of controlling your reputation • Authentic sales and marketing messages • Gain and retain more customers• Lower recruitment costs, staff churn is reduced• Morale improves because the culture improves • Future planning will benefit from a

predetermined strategy • Overheads reduce through aligned processes • Profitability improves

Create the right culture

Fringe employees and Jobsworths

Involved Employees

Your ‘A’ Team

You, theleaders

Four elements form the basis ofevery business…

Copyright Twentyfive Creative LLP

What are our values?What is our purpose?What is our vision?

How will we achieve this? What are our principles?

What are our behaviours?

Values, Behaviours,Principles, and Vision

LIVED OUTthroughout the whole

organisation

Begin with a diagnosticThen define your culture

Then address your marketing

and that’s the best way to improve the return

on your marketing budget!

“It takes 20 years to build a reputation and

five minutes to ruin it. If you think about that,

you’ll do things differently”

Warren BuffettAmerican businessman, investor, philanthropist