Spice of Life: Brand Marketing Seminar

transcript

Spice of Life:Brand Marketing Seminar

#HighRoadU

Who’s Talking BrandWhat Drew U to this Event

www.highroadsolution.com

Who Are We & What Are We Doing?

Why Now?

What Can U Do?ERA’s Exploration into Brand Clarification

Background - Clarify ERA’s Brand• Strategic plan identified need to clarify

ERA brand• NOT a new logo or new name• Articulate a clear value proposition for

belonging to and doing business with the association

• Hired Catch Your Limit Consulting1. Conduct research2. Develop brand triangle

Elements of Brand Triangle1. Core Value of having a relationship with

ERA. The one thing ERA wants people to expect from having a relationship with the association.

2. Attributes – how the benefits of the Core Value are delivered.

3. Personality - conveys the emotional and self-expressive benefits of the brand.

ERA Brand Triangle

PersonalityGlobal

Friendly &Inclusive

Electric

Leader

Trustworthy

AttributesAdvocacy

Self Regulation &

Industry Standards

Access²

WisdomCore ValueProtect & Grow

Marketing's Best Sellers

Marketing CampaignGoal • Clearly communicate ERA’s brand triangle/value

proposition to its constituentsStrategy1. Let members do the talking (SupERAchievers)2. Content is king (member success stories)Tactics• Print ads in industry magazine• Member success stories• Membership brochure• Email campaign• Website• Signage onsite at annual convention

Featured in…

Print Ads

SupERAchievers

Member Success Stories

Email Campaign

Website

Membership Brochure

Signage at Annual Convention

State of Association MarketingOy Vey!

-WHOSE JOB IS IT?

-WHICH DEPARTMENT DOES IT?

-DIFFERENCE BETWEEN MARKETING, COMMUNICATIONS, & MEMBERSHIP?

TRUE OR FALSE?Membership is Everyone’s Job

Marketing/Branding is Everyone’s Job

GOAL : STRONG BRAND=STRONG DEMAND

People Seek You Out to Renew their Dues

GOAL : STRONG BRAND=STRONG DEMAND

GO FORTH & FIND NEW MEMBERS

CURRENT BLOCKERS TO BRAND

BRAND BLOCKERS• Not Enough Data• Collect Info, but Don’t Take Action• Guesswork

LET’S GET STRAIGHTTaglines & Themes• Who’s Doing this?

Campaigns & Programs• Who’s Doing this?

Without Brand,The World May Never Know

WELCOME TO EMAILKnow open rates, click thrus, web tracking, conversion ratesThere’s so much more than email...

What discount happens today?

Do relationships go on sale?

State of Associations TomorrowWhat Needs to Change

Tomorrow is Today!• Move to a business model• Diversify the portfolio; non-dues

revenue is critical• Members are no different than

consumers• Go digital or Go home• Revisit structure and strategy

U Would:• Drive the agenda with buy-in• Have data to back up your choices• Be the authority• Know your brand equity• Know where people are coming

from, how they convert and why

What is Brand?It’s the Logo, Right?

RevolutionLet’s Go

Time for Brand Revolution & Management!

#associationrising

Why Now?

• Population changes– Baby Boomers v. Gen X v. Gen Y– New need to create demand

•Competition so need to differentiate

• Now possible to do through economically through technology

Shift in marketing strategies

Direct Marketing

Influence Marketing

Hot techniques in marketing & communications

1)Content Marketing2)Live & Virtual Event

Marketing3)Promoted Social/ Social

Marketing4)Next Gen Email Marketing

Common factor?

Business objectives

Rise of martech

Logical conclusion

How Well Do You Know TV? • Question #1:

What channel would you use to get up-to-date information on weather around the world?

• Answer:

What channel would you use to get up-to-date information on all kinds of news around the world?

• Answer:

What channel would you use to get up-to-date information on all kinds of sports around the world?

• Answer:

Know your buyer & focus

Us population groups

Map your past audience

gen ygen xboomer

Note: Matures = 0

Who has money?

Take it easy on yourself

Basics of Demand CreationHow Brands Create Demand

Basics of Demand Creation• Create a promise that only you

can fulfill• Connect with deeper level

(subconscious or conscious) need or feeling

• Energize the feeling• Reward the right choice, ignore

the incorrect choice• Manage supply/demand of the

remedy

Creating the Promise• Define the Promise that You can Fulfill:

– Make you rich, beautiful, thin, smart, loved

– Make you a top professional– Make you a good person– Make you an expert– Make you a leader– Make you part of a legend, team, culture,

legacy

Make you desired

Connect with Deeper Feelings• Insecurities• Ego• Growth/Boredom• Change/Contribution• Idealism

Energize the Feeling: Creating the Want• Amplify and empower the

feeling—let it grow– Powerful images– Stories– Music– Lighting– Time/Sequence– How Much/How Little

How Demand Marketers Put Want into Action1) Define & Message the Audience(s):• Take the time to really segment• Take the time to message each

segment• Take the time to create a marketing

strategy for each segment• Take the time to take baseline and

periodic measurements• Fight the pressure to use mass

marketing now it is about influence marketing

Manage Supply/Demand of the Remedy• Availability

– Only sell in 30 day periods– Can only have one at a time– Only see a certain amount of time each

visit• Example: NBC’s Must See TV Thursdays• Premiums

• Periodicity– Only offered at certain time periods

• Example: Disney Movie Releases on DVD• Annual Awards

• User Environment– Content & Content

Structure– Language: Tone,

Formality, – Visual: Color, Texture,

Spatial Arrangement, Imagery, Use of Light, Typography

– Smell– Touch

• User Interaction Model– User flow– User activity

options– Relationships– New vs. familiar vs.

shocking

What Makes for an Engaging Experience?

Techniques for Making X Engaging– Creating Warmth– Creating Awareness– Inciting New Inquiry– Inciting Action– Driving New Revenue– Creating Want

Reward the Right Choice• Offer praise, recognition• Publicly promote the

person who’s made the choice; endorsements

• Celebrate!

How Strong is Your Brand Equity?Tests You Can Do today

Brand Equity• If you stopped emailing

today, who would be upset?

• Are you in top 3 of where people will go for info?

• Would your org show up in their eulogy?

Brand Equity• Be the authority• Set the agenda for the

industry• Be elite

Idea of Being Elite

How Do You Develop a Brand?Modern Tools

User’s Journey Map

Customer Journey Map

BUYING PROCESS

DISCOVERY/RESEARCH (30-60 Days)

EVALUATION/COMPARISON (30-90 Days)

DECISION/PURCHASE (14-30 Days)

IMPLEMENTATION (14-21 Days)

SUPPORT/RENEW (Lifetime Average: 3

Years)

TOUCH-POINTS &

EMOTIONAL RESPONSE

CUSTOMER THOUGHTS

OVERALL CUSTOMER

EXPERIENCE

CUSTOMER GOALS

Easily find information & resources online to help educate our organization on best practices.

Customer Expectations

Customer Experience Journey

Vendors have information online about their solutions, pricing and differentiation.

Can speak to customers in our industry about their experience.

Documentation is available and clear regarding install.

Online support community, FAQ; service-level-agreement.

Why isn’t there more info available online for solutions for our industry?

Do we have budget for this project? How long will this take to implement? Who are the key players in the market? What are our competitors doing about this?

What are our requirements? Do we need to do this now? Who should be on our short-list of potential vendors? What features and functions are available? How will this integrate with our existing infrastructure? What do industry analysts think of each vendor? How do I build the business case for this purchase?

Will this vendor be around in 5 years to support us? What is the expected ROI/TCO for this program? What does post-purchase support look like? Are there any options for payment terms? Will we be locked into a long-term contract? Are there any reference customers in our industry?

Why don’t you contact us before auto-renewing our account?

I have to wait on hold WAY too long to speak with a customer support rep.

Why do I have to pay extra for support? Can we get a discount for a 3-year deal?

How do we need to staff this program? What is timeframe to go-live? Where are the support documents? I thought the implementation would be

easier than this! Our business users better adopt this.

Pleased

Satisfied

1. Learn best practices for top companies2. Find information & resources that help educate

and prepare company for a new project

1. Build Business Case for formal project approval2. Determine requirements and short-list of vendors3. Create RFP and invite vendors to present solutions

1. Determine ROI/TCO for project2. Select a vendor to conduct pilot program3. Negotiate contract with favorable terms

1. Get timely resolution to support requests2. Minimize price increases at renewal

1. Get system up-and-running2. Integrate other applications3. Train users and drive adoption

Pleased

Satisfied

Recommendations

IDEAS TO IMPROVE

Provide industry ‘solutions’ and case studies on corporate website.

Create business case template for buyers to use Don’t assign to sales so quickly

Develop an RFP and buyer’s guide to facilitate buying process Simplify demo to reduce stress and anxiety License Analyst firm research study or vendor profile Reduce number or frequency of nurturing emails

Get SAS70 certification to remedy security concerns

Build ROI/TCO calculator to facilitate buy-in Consider monthly billing with no contract option

Audit customer support resolution times Develop a service-level-agreement that aligns to

our brand promise of efficient service.

Improve implementation guide and AP documentation I for custom integrations

Build “Quick-Start” consulting offering

Online Research – Pleased to Find Info (Google Searches, Analyst Firms, Blogs, Tech Reviews, etc.)

Website Visit - Excited to Get Resources (Sign Up to Get Content - Video, Webinars, Whitepapers, Case Studies, etc.

Call from Sales Representative - Annoyed Typically annoyed as not ready for sales call, ask to be called back in a few months.

Live Chat with Us – Disappointed Initial questions answered promptly, but wish we would reveal pricing on live chat.

Talk to Other People – Get Excited About Us (Find Facebook Fans, Twitter Followers, LinkedIn Connections, Quora Answers, etc.)

Product Demo with Sales – Overwhelmed (Happy with product but get stressed out that they are not ready to start this initiative yet.

Lead Nurturing Email Campaign – Upset Feel they get too many emails from us too soon and 20% unsubscribe from all emails from us.7

Speak to Analyst Firm – Reassured Re-engage with us happily once they have assurance from reputable firm.

Get Buy-In from CFO – Stressed Don’t know how to predict ROI/TCO and we don’t help them much.9

Select Vendor – Relieved(After many demos and internal meetings, happy to select a vendor.

Negotiate Contract – Conflicted Want to get best possible pricing but don’t want to sign a multi-year deal.11

Kick-Off Call – Excited Enthused and ready to get project going.

Phase 1 – PleasedWork with customer success team to get phase 1 launched.

Integrations – Disillusioned Disappointed that integrations are more costly than anticipated.14

Support – Satisfied Getting help but want faster response time.

Renewal – ContentUnhappy with price increase on renewal but happy with added features and value.

SegmentationSlicin’ & Dicin’ for a Purpose

1)What are the right slices?

2)What data do we combine?

3)What data don’t we have now that we really need?

Defined segments• Create communication

campaigns, programs, products & services around them

• Great for reporting (should be a KPI)

• Save money• Reduce number of untargeted

communications

Segmentation decision framework• What is the meaning of one

orange?• -Attendee/Member Base?

-Market? Market Vertical?-Major Donors?

• How will you cut it?• -Demographics?

-Psychographics?-Behavioral activities?

Moving from segments to personas

• Process:• Take each segment and:1) 1) Name it2) 2) Describe it3) 3) Write a benefit statement to

clarify the business purpose of this segment to the organization

value prop matrix

Building org capacity• Segmentation is a mindset that requires that you

understand the:1) -data landscape

-software applications available-the business goals -analysis-data-driven business decision-making

• Train staff in all departments on:-the mindset-how to make queries in Query Central to populate other systems-how to read reports-the basics of how the internet works, databases and the concept of APIs

PersonasWho’s My Tyler

Member Type is Not a Persona

Facts About Today’s User• Low attention span• Low memory• High number of alternatives• High volumes of information• High reliance on peer

groups/influencers for decision-making• High levels of brand equity through

referrals/WOM

Modern Method: Be There

Your brand

Reality of mass market

POPULATION ANALYSIS

User’s Journey Map

Behavioral programsValue Prop(WIIFM)

Feeling at End of Event

Experience Map

Engagement Points

Influence Points

BOOMERS

GEN X:(Jason & Jennifer)

PITAs:

Lead ScoringIdentifying high value prospects, members & donors

17-27%

Am I In the Club? Clues that you are a 17-27er

73-83% Club

Sandwich Mistake

Track every purchase

Only thing we kept was how many sandwiches were eaten

Manufacturing???

Trying to Track at Individual Level, but Serving Up Content at the Aggregate Level.

Understand the weight of each element

Understand the price of each element

Track the total consumption based on the individual’s selections

Understand tastes + preferences + buying patterns + input cost + revenue

• Market differently—market the choices as the benefit

• Fit in target audience lifestyle• Track at campaign level• One code across channels• Report at campaign level for

C-level & Board level folks• Develop KPIs/dashboards

Needed changes

Source Raw Weight Weighted # Attendees 1200 0.05 60

# Certification Registrants Sold 500 0.05 25

# New Members 1000 0.2 200

# New Volunteers 400 0.3 120

# New Donors 300 0.05 15

# New Signatures 500 0.3 150

# New Chaptersw 100 0.05 5

575Index Score

engagement Index Scoring

Source Raw Weight Weighted Facebook fans 1200 0.05 60

LinkedIn followers 500 0.05 25

# Site Visitors 1000 0.2 200

# Email Subscribers 400 0.3 120

# Twitter followers 300 0.05 15

# Voicemails Opened 500 0.3 150

# YouTube subscribers 100 0.05 5

575Index Score

Influence Index Scoring

Index Graph

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC0

InfluenceEngagement

Imagination Exercise. Moving to the U

You Own a Restaurant. You Pick the Food.

Dawn of Time to 1957

Customers Start Asking

Early 1980s

You Want to Be Innovative

Why Not? It’s YellowFun Fact:

Sugar in the Raw actually came to market in the early 1970s but without any marketing campaign, it stayed in the world of organics & people who prefer sugar granules that never actually melt & you can crunch with the dregs of your coffee or tea

Can We Agree…?• The restaurant owner had

to change over the years to:– Meet demand– Stay competitive– Be innovative– Provide choice– Understand niche markets

Can We Agree…?• The restaurant owner

became User-Centric?

Recap on What We Agree Upon:• Multi-channel• Multi-touchpoint• User-centric

Fight the Right Battle.• Battle of Mindshare

Change the Battleground Tactics

How Demand Marketers Do It

Go-to-Market Strategy1) The overarching strategy

that defines:– Who you are targeting– Estimated opportunity– How you will reach them– What it is that you are

offering– How it is that you will hook

them– When you will see the ROI

How Demand Marketers Put Want into Action2) Select the right integrated

marketing mix that continues to build the demand through as many senses as possible:– Direct & email– In-person and virtual events– Twitter, Facebook and LinkedIn– Widgets and Websites– Content: articles, papers, etc– Videos & Photos– Testimonials

How Demand Marketers Put Want into Action3) Decide the Timing:

-How fast, how slow-How much to reveal-When to reward

-When to touch again

How Demand Marketers Put Want into Action4) Create the environment for

communication and the actual communication content:-message-tone-lighting-music-packaging-velocity

How Demand Marketers Put Want into Action5) Decide the Reward

-Gift?-Recognition?-Event? -Volunteer?-Award? -Insight?

Examples of Demand Creation

Creating WarmthTip!Periodicity works very well by creating dependence

Creating Warmth

Tip!Everyone needs a break from reality. Create demand through whimsy, humor, relief from the grind.

Tip!Highlighted content that is vetted is more desirable!

Creating Awareness

Tip! Create demand through offering information in chunks: parts, series, chapters, installments.

Think mini-series!

Creating Awareness: Program Matching

Tip!You can rarely go wrong with images of children or animals

Creating Awareness

Tip!Adding the label “Essentials” is a great way to get attention! Same is true for “Most Popular”, “Must Haves”, & “Most Recommended”

Inciting New Inquiry

Inciting Inquiry

Incite Action

Inciting Action

Creating Want

Interactive Workshop:Collaborative Demand Creation

Go-to-Market Strategy Define each cell:

Target Audience(s)

Estimated Opportunity

How We Will Reach Them

Break-Point for ROI

How Demand Marketers Put Want into Action

Will We Use? How So?

Direct MailEmailIn-person eventsSocial mediaWebsite PropertiesContentVideosPhotosTestimonials

Start Date Repeat? Frequency?

End Date

Twitter 08/01/10 3x/day 12/31/20

Facebook 8/5/10 2x/week 9/10/10

Interactive Video Widget

8/1/10 24/7 10/1/10

Blog Series 8/10/10 1x/week 9/1/10

Thank You Reception

9/15/10 Once 9/15/10

Action Reward Awarded To

Donating Memory Wall Donna Pillman

Blogging Award-Rating; repeating; publishing

Tom Mathers

Sponsorship of Gala Dinner Table

Letter; invitation to subsequent event for sponsor donors

Gordon Thornton

Demand Creation Summary• Define the purpose and

emotional connection• Outline your go-to-market

(GTM) plan• Execute your GTM plan

Influence to Lead to ConversionHere’s How We Should Be Able to Measure

Definitons• Influence: Brand Awareness, Getting in

Front of People & Being Memorable• Reach: Number of People Seeing Your

Message• Conversion: People Taking the Action

You Wanted them to Take

• Consolidation of Systems• Integration of Systems• Automation of Systems• Appending Codes onto URLs• Source Codes to Input• Google URL Builder• Code Shorteners (Bit.ly, etc.)• Cookies• Google Analytics Codes

What You Need: Digi Tracking

• Track at campaign level• One code across channels• Scoring• Report at campaign level

for C-level & Board level folks

How to Track Differently

How to Talk Differently• GTM Plan• Critical Metric Milestones• Frequency of Measurement• Post-Mortem

How to Report Differently• Lift (Increase) • Attrition (Lost

“Customers”)• Reach:

– Influence– Engagement*

• Revenue (Conversion)

Example: Campaign Level Reporting

• Annual Meeting: Marketing Impact– 12% Lift in Registrations (Conversion)

YOY, QOQ or MOM– 45% Increase in Reach (Influence)

Spice of Life: Brand Marketing Seminar

Government & Nonprofit