www.demandrevenue.com confidential, all rights reserved 2002. 1 marketing demand-generation seminar,...

www.demandrevenue.com Confidential, all rights reserved 2002.1

Marketing Demand-Generation Seminar, 11/22/02Marketing Demand-Generation Seminar, 11/22/02Module 1: Module 1: Brand PositioningBrand Positioning

Alan Gonsenhauser, [email protected] Gonsenhauser, [email protected]

www.demandrevenue.com


Agenda – Demand Generation SeminarAgenda – Demand Generation Seminar

Registration and Introductions………………..8:30 – 9:00 a.m.Registration and Introductions………………..8:30 – 9:00 a.m. #1: #1: Brand Positioning……………………Brand Positioning…………………… 9:00 – 9:30 9:00 – 9:30 #2: #2: Data Collection & Analysis………..Data Collection & Analysis……….. 9:30 – 10:15 9:30 – 10:15 Morning BreakMorning Break 10:15 – 10:3010:15 – 10:30 #3: #3: Website………………………………….Website…………………………………. 10:30 – 11:0010:30 – 11:00 InterConf Exercise: Mktg. Plan 1-3InterConf Exercise: Mktg. Plan 1-3 11:00 – 11:3011:00 – 11:30 #4: #4: Search Engine Marketing………….Search Engine Marketing………….11:30 – 12:1511:30 – 12:15 Lunch BreakLunch Break 12:15 – 1:1512:15 – 1:15

#5: #5: E-Marketing……………………………. E-Marketing……………………………. 1:15 – 2:001:15 – 2:00 #6: #6: Impact Marketing……………………. Impact Marketing……………………. 2:00 – 2:452:00 – 2:45 Afternoon BreakAfternoon Break 2:45 – 3:00 2:45 – 3:00

InterConf Exercise: Mktg. Plan 4-6…………..3:00 – 3:45InterConf Exercise: Mktg. Plan 4-6…………..3:00 – 3:45 Session Wrap Up and EvaluationsSession Wrap Up and Evaluations 3:45 – 4:00 3:45 – 4:00 Surprise HandoutSurprise Handout 4:00 4:00


Classic Branding -- What for?Classic Branding -- What for? Brand ComponentsBrand Components

Typical Branding Typical Branding ““PlatformsPlatforms”” Positioning Statements and TaglinesPositioning Statements and Taglines What Makes a Good Brand Position?What Makes a Good Brand Position? ExamplesExamples

Relevance to a Job Search?Relevance to a Job Search? Some Questions to Ask YourselfSome Questions to Ask Yourself 7 Tips and 3 Tests7 Tips and 3 Tests

Implementing the BrandImplementing the Brand SummarySummary Q&AQ&A

Agenda – Brand PositioningAgenda – Brand Positioning


AwarenessAwareness Creating ValueCreating Value Differentiation Differentiation (Company, Products, Services)(Company, Products, Services) Consistency of Consistency of ““the messagethe message”” across across

multiple communications mediamultiple communications media Explaining what business the company is inExplaining what business the company is in Targeting desired customersTargeting desired customers Surpassing competitorsSurpassing competitors Focus!Focus!

Classic Branding -- What For?Classic Branding -- What For?


Product Leadership – Product Leadership – ““BoseBose””

Operational Excellence – Operational Excellence – ““Wal-MartWal-Mart””

Customer intimacy – Customer intimacy – ““AmazonAmazon””

Typical Branding PlatformsTypical Branding Platforms


Target AudienceTarget Audience: : WhomWhom are you are you marketing to?marketing to?

Frame of Reference: Frame of Reference: WhatWhat are you are you marketing?marketing?

Meaningful Point of DifferenceMeaningful Point of Difference: : HowHow does your product or service pass the does your product or service pass the ““so so what?what?”” test with target audiences) in a test with target audiences) in a meaningful,meaningful, compelling, and differentiatingcompelling, and differentiating way?way?

Brand ComponentsBrand Components


Positioning Statement FormatPositioning Statement Format:: To (To (target audiencetarget audience), (Company) is the brand of (), (Company) is the brand of (Frame of Frame of

ReferenceReference), that (), that (meaningful point of differencemeaningful point of difference))

Positioning Statement ExamplePositioning Statement Example: : To To CEOs and senior executivesCEOs and senior executives, Salience is the , Salience is the Professional Professional

Sales OutsourcingSales Outsourcing company that company that mobilizes powerful and mobilizes powerful and dedicated sales forces when and where you need themdedicated sales forces when and where you need them..

TaglineTagline: Professional Sales. Immediate Results.: Professional Sales. Immediate Results.

Positioning Statements and TaglinesPositioning Statements and TaglinesSalience – Sales OutsourcingSalience – Sales Outsourcing


Positioning Statement FormatPositioning Statement Format:: To (To (target audiencetarget audience), (Company) is the brand of (), (Company) is the brand of (Frame of Frame of

ReferenceReference), that (), that (meaningful point of differencemeaningful point of difference))

Positioning Statement ExamplePositioning Statement Example: : To To busy fax machine usersbusy fax machine users, Xerox has the brand of , Xerox has the brand of fax fax

machinesmachines people trust to people trust to deliver your documents with deliver your documents with confidenceconfidence..

TaglineTagline: Reliable Document Delivery, Guaranteed.: Reliable Document Delivery, Guaranteed.

Positioning Statements and TaglinesPositioning Statements and TaglinesXerox Fax MachinesXerox Fax Machines


Target AudiencesTarget Audiences – CEOs and VPMs of electronics, – CEOs and VPMs of electronics, technology, financial and outsourcing services companies.technology, financial and outsourcing services companies.

Frame of ReferenceFrame of Reference –e-Marketing consulting and –e-Marketing consulting and Implementation firm.Implementation firm.

Meaningful Point of DifferenceMeaningful Point of Difference - Accelerates revenue - Accelerates revenue growth with limited budgets.growth with limited budgets.

Brand PositioningBrand Positioning - To - To CEOsCEOs of (technology, …) of (technology, …) companies, Demand Revenue is the companies, Demand Revenue is the e-Marketing Consulting e-Marketing Consulting and Implementation firmand Implementation firm that that accelerates revenue with accelerates revenue with limited budgetslimited budgets..

TaglineTagline - Accelerating Revenue with Limited Budgets. - Accelerating Revenue with Limited Budgets.

Demand Revenue BrandingDemand Revenue Branding


It mustIt must:: Be Meaningful, compelling, and Be Meaningful, compelling, and

differentiating to the target audiencedifferentiating to the target audience Hit the biggest problem or benefit to the Hit the biggest problem or benefit to the

target audiencetarget audience Hit an emotional chord and be Hit an emotional chord and be memorablememorable

ExampleExample: North Jersey Septic: North Jersey Septic Were #1 in the #2 business!Were #1 in the #2 business!

What Makes a Good Brand Position?What Makes a Good Brand Position?


Brand yourself to clarify how Brand yourself to clarify how youyou pass the pass the ““so so what?what?”” test to your target audience. test to your target audience.

Make yourself more appealing to recruiters and Make yourself more appealing to recruiters and hiring managers at a time when therehiring managers at a time when there’’s lots of s lots of good talent on the marketgood talent on the market

Understand, articulate and create Understand, articulate and create youryour value value proposition.proposition. You will understand yourself better in the processYou will understand yourself better in the process Tell potential employers who you are, what you stand Tell potential employers who you are, what you stand

for, and why they need youfor, and why they need you

Relevance to a Job Search?Relevance to a Job Search?


Natural gifts?Natural gifts? What comes to you What comes to you naturally?naturally?

Current knowledge base?Current knowledge base? Materials, Materials, education, experience, associations, etc.education, experience, associations, etc.

Personal values?Personal values? What is important to What is important to you? How does that translate to: desirable you? How does that translate to: desirable vs. undesirable company?vs. undesirable company?

Professional attributes?Professional attributes? What are you What are you really good at?really good at?

Passions?Passions? Most important factor! Most important factor!

Some Questions to Ask, Your:Some Questions to Ask, Your:


Target AudienceTarget Audience: : WhomWhom are you marketing to? are you marketing to?

Frame of Reference: Frame of Reference: WhatWhat are you marketing? are you marketing? Who are you and what are you offering?Who are you and what are you offering?

Meaningful point of DifferenceMeaningful point of Difference: : HowHow do do youyou pass the pass the ““so what?so what?”” test with employers and test with employers and recruiters in a recruiters in a meaningful,meaningful, compelling, unique, compelling, unique, and differentiatingand differentiating way? way?

Ranges from Ranges from ““II ’’m looking for a job.m looking for a job.”” to… to…

Brand Components to YouBrand Components to You


TipsTips::1.1. Use 8th grade languageUse 8th grade language2.2. Use a conversational toneUse a conversational tone3.3. It must attract people to youIt must attract people to you4.4. Focus on the goal or dream of the prospect (your audience)Focus on the goal or dream of the prospect (your audience)5.5. Contains "what" and "who" for sharpness Contains "what" and "who" for sharpness 6.6. Have a dual focus to broaden the appeal (dual focus on the target, or Have a dual focus to broaden the appeal (dual focus on the target, or

dual focus on the outcome)dual focus on the outcome)7.7. Repeatability-if someone else can repeat your statement, itRepeatability-if someone else can repeat your statement, it ’’s a winners a winner

TestsTests::1.1. Will I say this?Will I say this?2.2. Are others attracted to it?Are others attracted to it?3.3. Can someone else say this? (Goal: others carrying your message)Can someone else say this? (Goal: others carrying your message)

7 Tips and 3 Tests7 Tips and 3 Tests


After After ““bottling the magic,bottling the magic,”” it it’’s time s time to tell the world about it!to tell the world about it!

EPOC = Every Point of ContactEPOC = Every Point of Contact Sales & Marketing Collateral, Public Relations, Sales & Marketing Collateral, Public Relations,

Web, e-Marketing, Direct Mail, Sales TrainingWeb, e-Marketing, Direct Mail, Sales Training Receptionist, business cards, field sales & serviceReceptionist, business cards, field sales & service Channel PartnersChannel Partners Leverage your message consistently everywhere!Leverage your message consistently everywhere!

Implementing the Corporate BrandImplementing the Corporate Brand


After After ““bottling the magic,bottling the magic,”” it it’’s time to s time to tell the world about it!tell the world about it!

EPOC = Every Point of ContactEPOC = Every Point of Contact Marketing MaterialsMarketing Materials: Logo, Business cards, stationary, : Logo, Business cards, stationary,

flyer, resume, etc.flyer, resume, etc. Build a personal websiteBuild a personal website to communicate: brand to communicate: brand

message, services offered, experience, resume, stories, message, services offered, experience, resume, stories, articles, clients, picture, contact youarticles, clients, picture, contact you

PublicityPublicity: speaking opportunities, write op-ed pieces for : speaking opportunities, write op-ed pieces for local media, articles, speak at networking groupslocal media, articles, speak at networking groups

Marketing PlanMarketing Plan: Target your audience, timelines, weekly : Target your audience, timelines, weekly action plans, test your message and materials and revise, action plans, test your message and materials and revise, as needed.as needed.

Implementing Your BrandImplementing Your Brand


Marketing starts with brand positioningMarketing starts with brand positioning DonDon’’t invest a great deal until you have a clear message to focus t invest a great deal until you have a clear message to focus

your communicationsyour communications

Know your target audience , what they want and package Know your target audience , what they want and package your company or yourself to solve their biggest problems.your company or yourself to solve their biggest problems.

Principals of branding can also be applied personally – we are Principals of branding can also be applied personally – we are all brands of Oneall brands of One

Once the brand is positioned itOnce the brand is positioned it’’s time to implement s time to implement consistently at every point of contact.consistently at every point of contact.

Handout – Handout – ““Your personal BrandYour personal Brand””

SummarySummary

www.demandrevenue.com confidential, all rights reserved 2002. 1 marketing demand-generation seminar,...

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