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Marketing Unzipped
MARKETING UNZIPPED PRESENTS:
Design + Strategy = Successful Branding
What IS Branding?
Logo? Slogan?
Branding is the business of managing
public perception.
EarnTRUST
1. Identify and meet your customer’s expectations
1. Identify and meet your customer’s expectations
2. Cultivate loyalty
1. Identify and meet your customer’s expectations
2. Cultivate loyalty3. Encourage word-of-mouth
referral
1. Identify and meet your customer’s expectations
2. Cultivate loyalty3. Encourage word-of-mouth
referral
RESULT: BRAND ADVOCATES
5 Steps to Successful Branding
1 Differentiate
5 Steps to Successful Branding
• Who are you?
• What do you do?
• Why does it matter?
Five Steps to Successful Branding
1. Differentiate2. Collaborate
5 Steps to Successful Branding
Collaborative Models
• Hire a large branding firm(effective, but expensive)
• Staff an internal team (only if organization can afford to secure the best talent)
• Create an integrated team (internal staff + outside experts = excellence)
Five Steps to Successful Branding
1. Differentiate2. Collaborate3. Innovate
5 Steps to Successful Branding
Five Steps to Successful Branding
1. Differentiate2. Collaborate3. Innovate4. Validate
5 Steps to Successful Branding
ARE YOU LISTENING?
ARE YOU LISTENING?
Five Steps to Successful Branding
• Differentiate• Collaborate• Innovate• Validate• Stay Flexible
5 Steps to Successful Branding
Visual Variety
How is Your Brand Doing?
Moving Your Brand Forward
Phase One –Brand Strategy review–Ask the tough questions–Analyze your data –Make an informed plan that’s right
for you
Phase Two: Art Creation
Phase Two Innovate and execute through media channels
Rebranding Case Study: CBM
Moving ForwardThe Five Steps to Successful Branding1. Differentiate2. Collaborate3. Innovate4. Validate5. Stay Flexible
Merge business strategy and creative execution
to assure branding success.
SEO: Getting Found On the Web
Search Engine
OptimizationSEO is a series of adjustments done to the code of individual web pages to achieve a higher search engine ranking.
Look how quickly click-throughs decrease
SEO is a series of adjustments done to the code of
individual web pages to achieve a higher search engine
ranking.
Another way to look at it
SEO is a series of adjustments done to the code of
individual web pages to achieve a higher search engine
ranking.
How do you get on
page 1?
Keyword Research
You want to use terms that your clients use to look for your services, not the industry terms you use every day.
Keyword Research
Keyword Term Competition Level # Searches/30 days
Small business coach Very high 1,000
Small business coaching Very high 1,600
Small business consultant Very high 4,400
Keyword Research
SEO is a series of adjustments done to the code of
individual web pages to achieve a higher search engine
ranking.
Keyword Term Competition Level
# Searches/30 days
Insulated window unit No competition 0
Insulated windows Very high 2,400
Insulated window Very high 22,200
Insulated glass Very high 33,100
Thermal window Very high 110,000
Now work can begin
• Copywriter
• Web Developer
•Meta tags
•Logo and company colors
Wait a minute …
What’s a meta tag?
Website’s launched!I’ve built it … Now they will come.
Other Search Engine
Optimization
Techniques•Directory Listings•Newsletters•Articles or Blogs•Social Media
Directories
Newsletter
Articles
Social Media
And finally:
Google AnalyticsGoogle Analytics is code that is put on
every page of your site to track:
• number of hits
• where hits come from
• what keywords are driving traffic
• which pages are the most popular
Communicate Like a Pro
A Recipe for Success with Business Writing
Hmmmm…………………..
6 Questions Every Business Story Needs to Answer
Who
What
Where
When
How
Why
Option 1.
“The Cyber Strike Co. of Mansfield, MA, has
recently launched the new Fight Back Software
to protect nuclear weapons manufacturers
against infection from dangerous computer
viruses.”
Option 2.
“Nuclear weapons manufacturers now have a
powerful new weapon in the fight against
infection by dangerous computer viruses: the
Fight Back Software Program from the
Mansfield, MA-based Cyber Strike Company.”
Use the ‘inverted pyramid’ style of writing
What happened and to whom?
Why is it important?
Where did it happen?
When did it happen?
How did it happen?
Quote from source
Future plans
“Melody is a fantastic marketing writer. She's handled numerous campaigns for my company, Print Buyers International (PBI), for over a year, and it's wonderful to have such a skilled professional writer helping promote my firm's events and other products,” said PBI President Margie Dana.
Spice up your story with a quote
Leave your readers hungry for more
Tim Morelli’s photography exhibit will remain on display at SSDP through March 2013. Proceeds from the sale of his photos will be donated to the Dana-Farber Cancer Institute where Tim was treated for his cancer.
To learn more about the Art Gallery at SSDP and the current photography exhibit by the late Tim Morelli, visit SSDP’s blog at http://www.southshorederm.com/blog.
-end-
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Do you know when to use…
• Its – It’s
• Their – There – They’re
• Who – Whom
• Effect – Affect
• That – Which
• Can – May
• Disinterested - Uninterested
Tweets
“Try new recipes, learn from your mistakes, be fearless and above all have fun.”
-Julia Child
Bringing It All Together With Social Media
Old Habits Are Hard To Break
Show Up
Comments?
Reply & Respond
Build Relationshi
ps
“Social networks aren’t about
websites. They’re about
experiences.”
Mike DiLorenzo, NHL social media marketing director
For more information on Marketing Unzipped, contact any of us.
Cathy Copeland: Branding & Creative Direction
[email protected] Bentley: SEO and Web Design
[email protected] Howard Ritt: Business Communication
[email protected] Vondenbrink: Social Media
