finding the voice of your business - cose small business conference 2010

Finding the Voice of Your Business

Ted WallingfordMitch Slater

CustomersBusinesses Need

What You Say

How You Say It

Where You Say It

All Day

Matters

Bang on Your Drum

More than Just Brand

Offering Value

Generating Business

Finding Congruence

Congruence

Message

Messenger

Product or Service

First Movement

Finding Your Groove

CustomersIt’s all about the

What’s in it for them?

What can you do for them?

What do they value?

NOTFeatures

Functions

Bells

Whistles

Greatness

Focus on Them

Secret Sauce

Asking Questions

Interviews

How Did We Do?

Focus Groups

Observation

Finding Your

Online Dialogue

Something for Everybody

Feedback

More Listening

Less

Second Movement

It’s Your Song

Better

Faster

Cheaper

Second that Emotion

Write Your Song

Verse: Verse: Your StoryYour Story

Chorus: Chorus: Your Key Value PointsYour Key Value Points

Bridge: Bridge: Your Secret SauceYour Secret Sauce

Lyrics

Own Your Category

Add Value

Speak on their Terms

Polarize

Choose WiselyThird Movement

Your Instruments

EffectChoose for Effect

Mass and Macro

Community

Individual Empowerment

Business Intelligence

Community

Engagement

Buzz

Transparent Business

Familiarity

Your Instruments

Social MediaFacebook

LinkedIn

MySpace

Twitter

Digg

Delicious

tumblr

Flickr

YouTube

TraditionalWebsites

Email

Collateral

PR

Events

Advertising

Direct

Media

VAT19

Fourth Movement

Tune Up

Get Ready to Jam

Book the Venue

Venue

Strengths

Limitations

Audience

Point of View

DIY

Budget

The Foundation

Website

Orchestration

Website

Collateral

Embellishment

Website

Collateral

Communication

Embellishment

Website

Collateral

Communication

Email

Embellishment

Website

Collateral

Communication

Email Ads

Embellishment

Website

Collateral

Communication

Email Social MediaAds

Embellishment

Website

Collateral

Communication

Email Social MediaAds Direct

Hit It

1. Experience your Customer2. Begin the Dialogue3. Speak Like Your Customer

Finding the Voice of Your BusinessTed WallingfordTed@btstrategy.com440.471.0344 ext 101

Mitch SlaterMitch@visinno.com

216.225.0589