down economy? focus on your audiences
DESCRIPTION
Presentation from February 2011 Governor's Conference in Salem, Oregon. Marketing tactics to get results in a tough economy. Topics addressed: what business are you in? Who are your customers and what do they think about you? Who are the customers you want to reach? What sets you apart from your competition? When you have a clear picture of what you have to offer (in terms of what your audiences want and need) and who your audiences are, you’ll be more effective at choosing the right method, tactics and media to reach those audiences.Includes examples of successful campaigns designed from the “point of choice” … where the target audience takes action to respond.TRANSCRIPT
Down economy?Focus on your audiences
Down economy?Focus on your audiences
Governor’s Conference February 24, 2011Governor’s Conference February 24, 2011
What do they want from you?
a surprise … quick, simple, easy …
a story … see at a glance … talk to me
WIIFM
a surprise … quick, simple, easy …
a story … see at a glance … talk to me
WIIFM
Building a brand
What’s unexpected?
Surprise me!Surprise me!
It’s just a garbage truck
Or it’s a WOW truck!
What’s in it for me? Get to the point!
I get it!I get it!
What’s in it for me? Looks easy, simple!
What’s different?
Tell me a storyTell me a story
Before, the competition … and their “before” box
After, differentiate on the shelf, natural look, entice
After, tell a story, build character
Be relevant to the audience
Engage meEngage me
Before … long text, formal layout, small pictures
After … bright, engaging, visual, consistent
Sense of place, big pictures
Maintain consistency
Who are you?Who are you?
Before … old name, old logo … transformed
After … visible, consistent, recognized
After … information, communication, entertainment
Narrow your focus by branding
A brand is focused
A brand is focused
The Starbucks brandA brand becomes more than a cup of coffee …“let’s get a Starbucks”
It’s about the experience, the total of all elements
The Apple brandA brand builds an emotional connection …people who share the story … an expectation of a specific interaction and experience
The Nordstrom brandMany products, services and locations under one idea and a brand that creates loyalty
Why brand?
Why does a brand work?Why does a brand work?
CLARITYCLARITYToo many Too many choiceschoices
A brand helps your audiences choose
VISIBILITYVISIBILITYBe seen and recognized
A brand creates recognition
VALUEVALUEHigher
perceived value
A brand makes you more competitive
“A brand means the difference between selling a white T-shirt for $10 and selling a white T-shirt with a Nike logo on it for $20.”
Debbie Kennedy Brand Oregon
““A brand means the A brand means the difference between difference between selling a white Tselling a white T--shirt shirt for $10 and selling a for $10 and selling a white Twhite T--shirt with a shirt with a Nike logo on it for Nike logo on it for $20.$20.””
Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon
SAVINGSSAVINGSConsistency means
more impact
A brand gives you more impact
Perception is reality• You have a brand whether you’re
managing it or not
• Your brand is what people think it is
• Communicate clearly from your audience’s point of view
• Create a brand that is visually appealing and memorable
Target audiences
Do you know your audiences?• Everyone you must connect with?
• What do they expect from you?
• Speak in their language; be clear and concise (no acronyms!)
• Understanding the generations helps you choose the right media
Connect with your audiences
each generation is different
each generation is different
Building a brand
Four generations to address
The Silent Generation –1925 to 1945 The Boomers – 1946 to 1964
Gen X – 1965 to 1977 Gen Y – 1978 to 2000
Four generations to address
Reliable, formal, low-tech, traditional media, mentoring,
take the time to read and visit
70% of nation’s wealth, time-starved lifestyle, must look and feel good while aging, career-focused
Self-reliant, results instead of process, savvy and cynical
consumers, technology adopters, less career-focused
Smart, tech-savvy, idealistic, girls are equals, want to contribute, multi-taskers, want authenticity, family-oriented
communicate your value
not just what you do
communicate your value
not just what you do
It’s about value
Think about why instead of what• Why do they need to connect with you?
• What purpose do you serve?
• Avoid just listing the “stuff” you do
• Consider their perspectives –businesses or individuals, families or retirees
Your purpose and what you offer
Identify how you’re different• What is expected or assumed?
• What else is available to your audiences?
• What are your “hot buttons”?
• Where are the “wow” responses or results?
Differentiate
What benefits do you provide?• What need do you fill? (WIIFM)
• What value/benefits do you offer?
• Use the “so” test to find benefits
• Define, in your audience’s terms, your value
Audiences and benefits
You will see all the messages and tools, your audience won’t
• Consistency reinforces your position• Visually connect all contact points,
from website to mailings to office environment to stationery to displays, Emails and brochures…
Contact points
Understanding your audience• Makes each communication more
effective• You’ll provide what your audience needs
to make a choice• Each point of contact must build the
message and brand
Build your brand
Building your brand• Will create better recognition • Will focus your message on value• Helps you stand out • Creates bigger results for all of your
marketing
Build your brand
Questions?Questions?
Jennifer Larsen Morrow President Creative Company
Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company