Here’s where to find this presentation!
madg.com/mta2010
Here’s where to find this presentation!
madg.com/mta2010
Vocab
Marketing - what you say you are
Brand - what your audience says you are
Fracture - costly break in Brand consistency
Fusion - valuable bridge in Brand consistency
What Brands Know
Media landscape grows & changes daily
Audiences are fickle and vocal
Watch, listen, respond, win!
Get three things right early:
Audience analysis first, design second
A good Brand name is half the battle
Nail a key message you can say
What Brands Know
A In The Making
Car Services Web + Mobile App
All auto services: Glass, Parts & Supplies Repair, Body ShopsCar Dealers - Car Wash Gas & Service Stations
Motorcycle Dealers, Repair
Oil Changes * Parking Smog Check Stations, Stereo Installation? Tires , Towing! Windshield Installation & Repair
Geo-locating for all car services!Ad-based revenue model!
Names? Car Butler AutoMate(COOl!)
"Car”lton Car Jeeves?
Corks Don’t Pop
- Unique visitors = 90%+
- Target market less than 10% of registered users
- Huge abandonment issues
A Less Than Start
A Reflects
Your “Brand” is the direct result of
how well your company/org Fuses:
• key perceptions • operations• brand assets • strategic directions• key audiences • competition• desired audiences • trends
A Finds Fusion
Brand Fusion is a one-day workshop that harvests open, insightful input from your leadership team to prioritize the factors
that determine your company’s success
and fuse your message with your Brand’s greatest opportunity.
A Reboots
Audience & Industry Insight SourcesFree:
Ad Age White Papers @ http://adage.com/whitepapers
$$:
Adology @ http://www.ad-ology.com
$$$:Market Research.com @ http://www.marketresearch.com
$60 to $150 on the low-end, $8,000 to $11,000 on the high-end.
• Married, mid-class, kids, beyond busy • 35 million (40 by ‘12)• 2/3 use web to research products & services• 95% say web saves time• More women use car washes & fast lube centers than men
A Gets Strategic
Meet “iMom”
Sources: 1. eMarketer.com 2. Opinion Research Corporation / AOL Study and Road & Travel Magazine
3. International Carwash Association and National Institute for Automotive Service Excellence
She Really Wants:
A Digs Deeper
• Save time• Make errands “easier”• Technology that streamlines her life (a little helper)• Want marketers to “get” them and market to them (74% say misunderstood by auto category)
Source: 1. Sheconomy.com
App Reviews: “Car Wash Locator”
Any Can See
2 Star Avg.21 Ratings
Source: iTunes internal App Reviews
ColinHanna – Jan 31, 2010
“Some listed washes turn out to be closed while others are not listed.”
Piloto176 – Apr 14, 2010
“Updates would be useful with real time info on washes that are open or no longer in business.”
Audience Insights = Streamlined User Experience
A Underdoes It
• Narrow Scope – Car Wash, Oil Change, Tires, Towing
• Lazy Registration• Focus on Returning Visitors• YELP Reviews via API
Now we’re getting some Fusion!
Source: Getting Real, 37 Signals, p13
Review
Audience analysis first
Dig deep for insights
Learn from customer reviews
Design based on insight (underdo?)
Be From The Start
Good Names • Available
• Benefit-oriented
• Short
• “Oops-proof”
If it’s still great, GREAT!
Dummy Names • Taken/Conflicted
• “Cool-sounding”
• Long
• Oops-prone
What’s In A Name?
What’s In A Name?
Availability• Quick check @ http://tess2.uspto.gov/
> Enter Brand name
> Select “Live”
> “Submit Query”
What’s In A Name?
Benefit-Oriented“BaseCamp” = Rally point for teams
iPod = Apple’s portable music player
Pentium = A new element of intelligence
What’s In A Name?
Short 4 -7 items (limit of working memory 1)
Use SEO keyword in domain
Grab misspellings http://goo.gl/QfRdA
.COM is KING
Be creative – http://domai.nr
Source:1.Working Memory Capacity, Nelson Cowan, 2005
What’s In A Name?
Pen Island >
Therapist Finder >
Who Represents >
penisland.nettherapistfinder.com
“Oops-proof”
What’s In A Name?
whorepresents.com
“Oops-proof”
Pen Island >
Therapist Finder >
Who Represents >
penisland.nettherapistfinder.com
Pssst. Couldn’t we have done this from the
start?
Pssst. Couldn’t we have done this from the
start?
Demand A Name
Make Your Message
“Commitment to quality.”“Customer-centric.”“Service-oriented.”
Messages? No. Expectations.
Make Your Message
CarPixie is committed to creating a quality web experience by
providing customer-centric usability
connected to service-oriented partners.
Message? No.Mission.
Be A In Elevators
(Brand) is the (insight-driven adjective) way for (insight-driven goal)
to (product feature-enabled benefit.)
“Really? Tell me more.”
12, 11, 10...
Message Starter Template
CarPixie Brand Fusion
CarPixie.com is the quickest,
easiest way for today’s beyond-busy women to
find the car care services they use the most - right
now, right where they are.
“CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right
now,
wherever she is.”
“CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right
now,
wherever she is.”“Really? Tell me more”
(12, 11, 10…)
“Really? Tell me more”
(12, 11, 10…)
Review
Message beyond “expectations”
Missions ≠ messages
Make your message “elevator-ready”
Message Like A
Takeaways
Get three things right early:
Audience analysis first, design secondA good Brand name is half the battle
Nail a key message you can say