build a brand that works as hard as you do
DESCRIPTION
TRANSCRIPT
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Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising
• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present
• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally
• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer
• Milwaukee Art Institute Madison Area Technical College - Commercial Art
• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my
hands.
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Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising
• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present
• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally
• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer
• Milwaukee Art Institute Madison Area Technical College - Commercial Art
• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my
hands.
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Meet Jennifer Walker from Walker Creative Design20+ years in Graphic Design and Advertising
• Walker Creative Design 1999 - present – Owner/Graphic Designer 1999 – 2012 – Social Media Trainer 2009 – present
• Graphic Designer and Trainer for Weather Central 1995 - 1999 – Design broadcast graphics for TV stations nationally
• UW-Madison Athletic Department 1994 - 1995 – Marketing Campaign Graphic Designer
• Milwaukee Art Institute Madison Area Technical College - Commercial Art
• Passions: Art, books, running, boating, spending time at my cabin up north with Oscar, Hot-air balloon rides, petting lions and tigers, and walking on my
hands.
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StrategizeA Brand that Works
Using Inbound Marketing
Step #1
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Brand Strategy
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Brand Strategy
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Brand Strategy
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Branding – The Accounting View…
Your accountant will teach you that Branding, Sales & Outbound Marketing is an:
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Branding – The Accounting View…
Your accountant will teach you that Branding, Sales & Outbound Marketing is an:
Expense
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Outbound vs. Inbound
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Outbound vs. Inbound
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Branding – The Entrepreneur View…
Branding, Sales & Inbound Marketing is an:
Investment For every $ out, more $$$ should come in ... Why is that true for some businesses and not others?
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Inbound Marketing Strategy
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Audiences everywhere are tough.They don’t have time to be boredor brow beaten by orthodox, old-fashioned marketing.
We need to stop interruptingwhat people are interested in &be what peopleare interested in.
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Unique Selling Proposition …
What makes you unique and interesting?
What is your USP?
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A Successful USP Should Be …
• Truly unique …
• Exciting to your target market ...
• Something that will get people talking ...
• Something that can’t be easily copied, or if it can be, it will be an obvious rip-off on the part of the offending
business ...
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Inbound Marketing is about creating a …
Difference.
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Creating a Difference
Helpful is the new viral.
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Creating a Difference can be done by
a Guarantee...
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A Myth About Guarantees …
Many people are frightened of guarantees they honestly think customers will rip them off…
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Why Does A Guarantee Work?
• Increases confidence and trust...
• Gives security ...
• Reduces risk ...
• It’s a contract ...
• Quality creates difference ...
• You get to choose the wording …
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Building an Inbound Marketing Campaign ...
Make a list of your target
Market segments, niches
or groups ...
Who?
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Having a Single Target Market is one of the Biggest Fallacy’s in Marketing Today …
Target Marketing is about …
CHUNKS
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Building an Inbound Marketing Campaign ...
Where will you find
them in the highest
concentration …?
Where?
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Building an Inbound Marketing Campaign ...
What is your offer going
to be, and what do
they want to buy …?
What?
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Building an Inbound Marketing Campaign ...
Why do they want to buy it…?
What are the BENEFITS …?
Why?
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Building an Inbound Marketing Campaign ...
How will you communicate
your offer to them …?
How?
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3 Most Important Parts of any Marketing Campaign ...
Target 10/10
Offer 5/10
Copy 1/10
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How to Writefor a Brand that Works
Using Inbound Marketing
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The best tool• Breaking through the noise• Getting past consumer resistance• “The best tool for smashing through
the protective shell is a very pointy one, so be sure you have exactly one point per message.”
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Why buy a drill?
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Headline: The ad for the ad
• Earn the viewer’s time• Pique curiousity• Be specific & concise• Turn features into benefits
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Offer• The #1 reason advertising efforts fail is
they do not contain an offer• Build dissatisfaction• Call to action• Something they want• Coupons, captions & P.S.
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Copy• Sorry, still make just one main point– 80/20 rule
• Eliminate details. Achieve impact.• It’s “YOU” not me, I or we
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CopyDO• Personal• Conversational• Simple• Short• Present tense• Specific
DON’T• Laundry list• Clever/funny
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Copy• Guarantees• Testimonials• Case Studies
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TEST & MEASURE
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Fine Tuning• Let it cook overnight• Don’t ask your spouse
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How to Builda Brand that Works
Using Inbound MarketingStrategies
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Brand Strategy? Case Study
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1. Discovery 1. Reveal Consumer Perceptions. Perception is reality.
2. Ask a simple question. What do you think this
company does?
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2. Insights • Business slowed down• Blamming the economy and others was too easy• Needed to do something different• Discover consumer perception
Simple Question –
What Do You think this Company Does?
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3. Strategic Scenerios We put it to the test
• Segmentation studies
• Brand image assessment
• Competitive analysis
• Web site usability
• Ad tracking and ROI metrics
• Name testing and validation
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4. Positioning Small but focused –We believe the process of
building or improving your
home should be enjoyable –
not frustrating or overwhelming.
We listen to our customers,
understand what they need
and create a home to fit their
lifestyles.
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5. Identity Development
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5. Identity Development
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5. Identity Development
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5. Identity Development
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5. Identity Development
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5. Identity Development
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Connect on LinkedIn
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Like Walker Creative Design
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By My Friend on Facebook
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Follow Me on Twitter
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