how to be a challenger brand
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Applying the Eight Credos of Successful Challenger Brands to Your Digital Marketing StrategyTRANSCRIPT
Internet Marketing ConsultingSearch Engine Marketing Online Media Buying Social Media Marketing
How To Be a Challenger
Presented by Web Ad.vantage, Inc.
Applying the Eight Credosof Successful Challenger Brands
to Your Digital Marketing Strategy
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Thinking
What is a Challenger Brand?
April 10, 2023 2
Challenger
Market Leader
Not a market leader
Want to capture market share
Risk-takersBold & “mavericky”
Aggressive competitors
Stands out in a crowded market
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Thinking
Challenger Brands are guided by a set of 8 credos that differentiate them from
market leaders
What are the Eight Credos?
April 10, 2023 3
Says Who? Adam Morgan, author of
Eating the Big Fish
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #1
Break With Your Immediate Past
April 10, 2023 4
What does it mean?Don’t be afraid to ask “dumb” questions to challenge convention in order to view your brand differently
Digital Marketing Strategy
• Conduct online surveys/polls• Distribute online press releases• Use social media as a research tool• Set new digital marketing goals
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #2
Build a Lighthouse Identity
April 10, 2023 5
Digital Marketing Strategy
• Branded digital advertising campaign• Display• Paid Search• Mobile
• Emphasize clear branding in all digital touch points
What does it mean?Developing a very clear sense of who or what you are as a brand/company, then projecting that identity intensely and consistently
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #3
Assume Thought Leadership of the Category
April 10, 2023 6
Digital Marketing Strategy
• White Papers• Lead Generation• Content Marketing• Social Media for word-of-mouth marketing
What does it mean?Break convention in terms of representation (what you say), where you say it (medium), and experience (beyond just talk).
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #4
Create Symbols of Re-evaluation
April 10, 2023 7
Digital Marketing Strategy
• Creative campaigns & messaging• Offer virtual goods or downloadables that reinforce the symbolism• Mobile app or tool
What does it mean?Establishing symbols designed to prompt quick re-evaluation by consumers and enhance their view of the brand.
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #5
Sacrifice
April 10, 2023 8
Digital Marketing Strategy
• Leverage advanced targeting technologies •Re-evaluate efforts; stop doing what isn’t working• Utilize new tools to measure ROI and increase learnings from analytics
What does it mean?Laser-focus your target, message, reach, frequency, distribution and line extensions. Recognize that less can be more.
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #6
Over-Commit
April 10, 2023 9
Digital Marketing Strategy
• Ensuring consistency across digital marketing channels for max impact• Developing a clear, streamlined conversion path• Optimize, optimize, optimize!
What does it mean?Although you may do fewer things, do “big” things when you do them!
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #7
Use Advertisement and Publicity as aHigh-Leverage Asset
April 10, 2023 10
Digital Marketing Strategy
• Social media for PR• Effective email marketing with personal, customized touch• Viral marketing• Gamevertising• Blogger outreach
What does it mean?Unconventional communications can really get people talking!
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #8
Become Idea-Centered, Rather thanConsumer-Centered
April 10, 2023 11
Digital Marketing Strategy
• Using social media as idea generation tool• Use web meetings for brainstorming• Never become static—maintain a full digital marketing pipeline• Sharing, bookmarking & tagging
What does it mean?Sustain challenger momentum by not losing sight of what the brand is about and can be. Redefine marketing to reflect vision.