Download - Red Rock - online acceleration
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OnlineAcceleration
@redrockbranding
linkedin.com/in/glenmcdermott
Glen McDermottredrockbranding.com
CO
NN
ECT
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Offlinedecrease in response rate of credit card direct mail offers
of businesses reported that trade-shows became less important over the last 6 months.
of direct mail is never opened
of people skip direct mail ads
decrease in % of budget allocated to telemarketing
9x
28%
44%
86%
2x
OnlineUS users spend 2.7 times more time onsocial media and blogs than e-mail
of US adults use social media at leastmonthly
of US internet users read blogs
say their company blog is important orcritical
of marketing budgets is allocated to SEO
2.7x
91%
64%
62%
13%
Latest Marketing Trends
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78% TrustSlow Exposure
Full EngagementBased to “Sharing”
Segmented Population
Online14% TrustRapid ExposureLittle EngagementDifficult to “Share”General Population
Offline
Offline vs. Online
SIMPLIFY
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Create a Clear &Compelling Message
Use words, pictures or both, so that everyone–from your
employees to your customers to your mother–can easily
understand your brand promise and why they should care
about it. The more memorable this message and image is,
the easier it is for "believers" to become "ambassadors" and
communicate it to others. The result: They will love you for
your clarity.
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Stand forSomething
The best brands stand for something: a big idea, a
strategic position, a de#ned set of values, a voice that
stands apart. Symbols are vessels for meaning. They
become more powerful with frequent use and when
people understand what they stand for. They are the
fastest form of communication known to man
SIMPLIFY
AMPLIFY Integrated Advertising
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Today’sConsumers
Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives.
Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”
Integrated advertising adds value and lets consumers take part in an experience that they want to be involved in and share with their friends.
The big idea has to integrate with media tools that link to each other and not just stand alone.
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AMPLIFY The Brand Funnel
Know
Like
Trust
Try
Buy
Advocate
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AMPLIFY Fan Engagement Spectrum
BRAND
Super FanAdvocate TeamPurchasing FanEngaged FanPotential Fan
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Keepin Mind
When friends endorse a product or service,you are more likely to trust it.
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KeyOnline Trends
• The future web is being rebuilt around people
• Social technology is being adopted by consumers before brands
• Consumers now expect real time, and personalized engagement
• The amount of information consumers can access is increasing
• Competition for consumer attention is increasing
• All of this information and our relationships are everywhere
• Brands will be distinguished by the quality of their social listening
• Consumer activism about brand behavior is rising
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BrandReputation
Negative online reviews should be your best PR tool
Social Media is vital source of industry intelligence if you care to listen
It used to be about who you know not what you knowNow it is about what people know about you
Social media populations are your full time focus group