Big Brand Strategies 2010

Post on 14-Jul-2015

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Big Brand Strategies for Small Business

A casual marketing conversation

• Introduce 5 rules of marketing

• Geared toward small business of any type

• Encourage your input & questions

• Take one thing that you can apply to your business

• Emphasize guerilla or grass roots tactics

Why follow the trends of big brands?

• Big Brands invest in the research• They know what works and what

doesn’t work• Some ‘get it.’ Some don’t.

– Know the difference

• Use your own consumer experiences as learning tools

The definitive example-Big Brand Strategy

Big brands focus on relationships & customer

experience

Follow the trends of big brands

• Why is this possible for any size business?

– Internet & email

– Digital printing

– Mass media impact is shifting

• TV has given way to computers, iPods & text messages

– Creating relationships doesn’t cost much

Big brands focus on relationships & experience

Footnote: It really works

Big brand strategy for small business

5 Rules of small business marketing

1. Establish a position

2. Speak with a single voice

3. Reward customer loyalty

4. Add emotion to your message

5. Advertise wisely & consistently

Consistent, comprehensive marketing

1. Establish Your Brand Position

1. Establishing a position

• List your competitors– What they do well, what they do poorly

• How do you differentiate yourself?• What do you do?

– Better - cheaper - faster - with more fun – with added value?– Answer from customer’s perspective

• Find your position relative to your competitors– Create a positioning statement– Stick to it until the market changes

Post it everywhere! It’s your guiding light.

Establishing a position

The words we use tell us a lot about a brand.

Establishing a position

Delays on the Aircraft

Onboard delays are situations we always try to avoid. However, if weather, gate-space limitations, visibility, airport conditions, mechanical problems, ATC requirements, or other uncontrollable circumstances cause ground delays of more than two hours, we will endeavor to:

1. Make refreshments available on request. If necessary, operationally feasible, and safe to do so, remote provisioning will remove trash and replenish depleted onboard snack and beverage service items.2. Make every reasonable effort to ensure that lavatories remain serviceable. If necessary, operationally feasible, and safe to do so, remote aircraft lavatory servicing will be requested and furnished.3. Inform our Customers when and if it is safe to use personal cellular phones, computers, faxes, and other portable electronic communications devices.4. Work with airport officials and other airlines to share or acquire equipment such as available gates, portable stairs, buses, vans, or other means by which Customers may deplane and be safely escorted to a terminal or other reasonable facility.5. Ensure that first aid and other routine medical services normally offered by Southwest remain available and that professional medical assistance is made available if necessary, operationally feasible, and safe to do so.6. Make every reasonable effort to minimize the duration of any onboard ground delay and to minimize, to the greatest extent possible, any and all associated Customer inconveniences.7. Regardless of whether a delay is incurred on the ground or in the air, we will try to keep you (and those who may be waiting for you at the airport) informed. We will provide the best information available to us with regard to the cause of the delay and any changes in the status of your flight.

Empowered employees who live the brand

Establishing a position

What two changes fixed their brand perception?

Establishing a position

The retail experience.

What’s yours?

Establishing a position

When products are similar…

Positioning creates distinction – affecting price, placement and consumer image

Establishing a position

Positioning creates distinction – affecting price, placement and consumer image

Establishing a position

And when the market changes….

Reconsider your position

But be careful when you change position

$1.00 Coffee at Starbucks?

Establishing a confusing position

The words we use tell us a lot about a brand.

Establishing a position

2. Speak with a Single Voice

2. Speak with a single voice

• Can’t be everything to everyone

• Use your position in your message

• Simple concepts & simple phrases

• We see over 5,000 messages a day

• Repetition increases memory

• Use similar styles and images

Successful brands consistently deliver the same quality product and the same brand messages.

Speak with a single voice

Lou’s BBQHardwood smoked

Catering from 10 – 10,000Wedding receptions

To go orders & deliveryRibs, chops, steaks, burgers & more

Over 15 TVs to watch the gameWinner of 10 blue ribbons

What will you remember?

Speak with a single voice

Lou’s BBQHome of really big napkinsGenerous portions in a casual setting

Award winning KC Style BBQEnough for dinner tonight & tomorrow

What will you remember?

Brief, on-targeted messages that convey the experience.

But beware of the risks.

Speak with a single voice

Four out of five dentists recommend sugarless gum for their patients

that chew gum

Anybody could have said it. Trident said it first.

Speak with a single voice

“Don’t Make Me Think”

Be Customer Focused• Not what you do• What customer wants• Speak like a customer

3. Reward Customer Loyalty

3. Reward customer loyalty

• It’s cheaper to keep a customer than find a new one

• Thank and reward your best customers– Frequency discounts– “Special sales” notices– Gifts (with caution)– Value-added services– Thank-you cards, calls & letters

Make it personal - Make a customer a friend

Reward customer loyalty

www.HugYourCustomers.com

•Remembering the name of your customer’s dog

•Calling a customer to make sure he’s satisfied after a purchase

•Having a kids’ corner with TV, books and treats

•Knowing your customer’s golf handicap

•Introducing customers to business contacts

Reward customer loyalty

Big Brand Strategy - World Class Customer Service

Reward customer loyalty

Reward customer loyalty

Big Brand Strategy - Measured Loyalty

Reward customer loyalty

Reward customer loyalty

4. Find the Emotional Connection

4. Find the emotional connection

Customers with an emotional connection are loyal

We celebrate every event in our lives, from birth to death, with a card.

But in business we often overlook opportunities for an emotional connection.

Find the emotional connection

Customers with an emotional connection are loyal

Freedom Travel, wealth, health, careerSecurity Physical security, job securityGreed Beat the competitionPleasure Recreational, emotional, hedonisticStatus Exclusivity, achievementSafety Protect your loved onesLove Strong emotional connectionsGuilt Don’t disappoint those you loveHealth Be active, participate

Find the emotional connection

Find the emotional connection

Find the emotional connection

How can you create an emotional connection?

5. Advertise Wisely

5. Advertise wisely

• Find your target, then advertise– Direct mail– Public relations– Sponsorships & charitable events– Internet & websites– Print – Newspaper & Magazine– Events & tradeshows

• Buy from a media-neutral source

Direct Mail

• Very targeted

• Good for business & consumer

• Flexible - sales, coupons, etc.

• Use your database first

• Avoid clutter

• Good sources: USPS & DMA

Trends: Variable data printing allowing greater personalization

Public Relations

Trends: Importance of traditional & nontraditional media – blogs, online communities and portals

• It’s free but no control

• Meet the press

• Nurture a relationship

• Be an expert

• Is it newsworthy?

Sponsorships, Charitable Events

• From little league baseball to politics

• Be selective

• Be consistent

• Avoid controversy

• Treat like advertising (measure response & benefit)

Trends: Cause branding for all size companies

Print: Newspaper & Magazine

Trends: Print media is the source of content. Delivery channel is selected by the recipient – online or print

• Engaged reader gets attention

• Magazines are targeted

• Newspapers have short retention

• Newspapers good for short-term sales

Events & Tradeshows

Trends: Marketing sophistication of tradeshow organizers

• Target audience• Is it an appropriate event?• Go to several before investing• More than just entry fee

– Prizes or give-a-ways– Time– Booth & graphics

Other Advertising Vehicles

Trends: Increasing demand for measurement and ROI

• Broadcast• Video• Outdoor• In-store• And an endless array of other advertising options

Online Strategies - Websites

• Clean, functional, engaging

• Maintain single voice

• Measure & optimize (SEO)

• Pay-Per-Click (SEM)

• Content is still king

Trends: Expanding pay-per-click, Deliver full experience online – Shop, buy, communicate

5 rules of small business marketing

• Establish a position

• Speak with a single voice

• Reward customer loyalty

• Find an emotional connection

• Advertise wisely & consistently

Become an observer of big-brands & follow

www.SmallBusinessMiracles.com

Paul Weber816.842.0100pweber@eagadv.com

Please call or email with questions.