4643 South Ulster Street, Suite 800 Denver CO 80237 phone 303 482 2753 email [email protected]
© Copyright 2012
Confession Time | Why are you here?
I’m here because our brand or marketing….
1. ____________________________
2._____________________________
What is a brand?
Eisner’s definition: A brand is a living ___________ – and it is
enriched or undermined cumulatively over _________, the product of a
thousand small ___________."
What we tend to forget*
* Adapted from, “Neuromarketing, Understanding the ‘Buy Button’ in Your Customer’s Brain”,
by Patrick Renvoise & Christophe Morin
“Old” Brain
New Brain
Middle Brain
3._____________________________
4. ____________________________
Responsible for ___________
Responsible for ___________ Responsible for ___________
Michael Eisner,
Former CEO Disney
4643 South Ulster Street, Suite 800 Denver CO 80237 phone 303 482 2753 email [email protected]
© Copyright 2012
Why use a message system?
1. ________________________________________
2. ________________________________________
3. ________________________________________
Common message pitfalls
1. TMI
2. “Me” (or “we”) centered
3. Me “too”
4. Claims w/out proof
5. No emotional hook
Appealing to the “Old Brain” | Three bucket message system
Convince… WHO? Audience
That… WHAT? Promise (emotional)
Because… HOW? Proof (intellectual)
4643 South Ulster Street, Suite 800 Denver CO 80237 phone 303 482 2753 email [email protected]
© Copyright 2012
Messaging Worksheet
Convince (WHO you are targeting): Briefly describe your target audience on multiple dimensions
Key Demographics (ex. gender, age group/generation, geographic location, educational
background, family size/situation, heritage, stage of life):
__________________________________________________________________
__________________________________________________________________
Key Mindset (ex. beliefs, attitudes, values/principles):
__________________________________________________________________
_____________________________________________________________
That (WHAT you are promising):
Make a promise— What will be fixed, changed or experienced by the audience? Can you
incorporate deeper human motivators, like:
Stability, safety, control, caring for others
Belonging, fun, love, enjoyment
Acting courageous, breaking the rules, transformation, mastery, achievement
Discovery, independence, autonomy, freedom
__________________________________________________________________________________________
__________________________________________________________________________________________
Because (HOW you deliver or Why they can believe you):
State the supporting facts or proof points that make your promise above true and believable.
Maybe it’s your members’ testimonials? Your association’s superior systems you invented and/or
use? Facts from thought leadership or proprietary studies you conduct? Staff’s
background/experience? Your association’s unique heritage/how it came into being?
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
4643 South Ulster Street, Suite 800 Denver CO 80237 phone 303 482 2753 email [email protected]
© Copyright 2012
Pecanne Eby, MBA
Pecanne launched Brand Mentoring to teach association and business
clients how to quickly CLARIFY and UNIFY their brands and marketing
communications. Her motto is: “Great marketing starts with a great
brand.”
Many of her 20+ years in marketing were in the “trenches” of the fast-
paced advertising agency world, where she worked with clients
championing a variety of causes in the non-profit and for profit worlds.
Pecanne has also served client-side as a Marketing Director and a Chief Marketing Officer within the
association world. She has worked with the American Society of Pension Professionals & Actuaries;
Colorado Nonprofit Association; Colorado Press Association; National Automobile Dealers
Association; Scrum Alliance and the Wildlife Professionals, to name a few.
Her specialty is brand building, which includes brand platform development, marketing plan
development and brand asset management. Clients come to Pecanne when they must rethink their
value proposition, reinvent their organization’s overall brand identity and reposition themselves in
the marketplace. Typical consulting engagements include a Brand Summit and written Brand Guide.
She has taught marketing as an adjunct professor at George Washington University. And currently
Pecanne serves on the Board of Directors as Programs Chair for Business Marketing Association
(Colorado chapter). Learn more at www.brandmentoring.com.
Secrets of Association Branding
Pecanne Eby, MBA October 11, 2012
Today!
1. State of “not-yet-members” 2. Two keys to a strong association brand 3. Messaging system
State of not-yet-members
Average law school debt? $75k-125k*
Job outlook? 10% growth next 10 years*
Expectations? A lot for $75 - $185 year!
*ABA Journal, March 2012; Occupational Outlook Handbook March 2012
Debt Pressure
Job Pressure
Association Opportunity
I. Time to build a better brand
First, what is a brand? "A brand is a living entity -
and it is enriched or undermined cumulatively over time, the product of a thousand small gestures."
Michael Eisner, Former Disney CEO
The tendency to undersell…
C
E A Advocacy
Community
Education
Where’s the real opportunity?
Relevancy Emotion
#1. What we tend to forget
“We are not thinking machines that feel, we are feeling machines that think.”
~ Antonio Damasio, Neurologist & Author
“Old” Brain
New Brain
Middle Brain
Snap Decisions
Feelings Facts
Engaging the “old brain”
“Old” Brain
New Brain
Middle Brain
Snap Decisions
Feelings Facts
II. Using a message system
Why have a system?
Helps you… 1. Get focused 2. Commit to tangibles 3. Sort out the main idea from supporting
ideas
Common Message Pitfalls
1. TMI 2. “Me” (or “we”) centered 3. Me “too” 4. Claims w/out proof 5. No emotional hook
1. Confuse audiences 2. Bore audiences 3. Commoditize ourselves 4. Feed skepticism 5. Lose audiences
• Demographics • Psychographics • Mindset • Key qualifiers
• Get what? • Experience what? • Fix what? • Change what? • Feel what?
• Testimonials • History • Successes • Methods • Systems • Credentials
WHO WHAT HOW
The “WHO”
Engaged members
Non-engaged members
Lapsed Members
Not-yet-Members Influencers
The “WHAT”
Consider deeper emotional motivators…
• Stability, safety, control, caring for others • Belonging, fun, love, enjoyment • Acting courageous, breaking the rules,
transformation, mastery, achievement • Discovery, independence, autonomy,
freedom
The “HOW”
Your audiences need to believe not only in your promise… but also in your capacity to fulfill that promise.
The “HOW”
• Reasons to believe, your facts/proof points
• Your approach • Systems • Background/experience with the issues • Credentials • Unique heritage
Your Turn… Time to try this yourself!
• Demographics • Psychographics • Values • Key qualifiers
• Get what? • Experience what? • Fix what? • Change what?
• History • Successes • Methods • Systems • Credentials
WHO WHAT HOW
Time to share.
Helping each other.
Recap
• Debt is up, job prospects are down – Ugly state but also an opportunity
• Relevancy & emotions – “Old brain” gateway
• Message system – Keeps you focused
Recommended reading
Neuromarketing Understanding the “Buy Buttons” in Your Customer’s Brain Authors: Patrick Renvoise & Christophe Morin
Thank you! Pecanne Eby, MBA office: 303.482.2753 [email protected]
What you offer Looks like Key benefits (intellectual)
Provocative idea (emotional)
Advocacy Govt. affairs, industry PR, industry studies
Voice of an industry; fighting for someone or something
Security; protection
Community Online chat boards, networking events
Connecting people & ideas
Belonging; purpose; relationships
Education
Conferences, webinars, CE events,
Enhancing minds; expanding competence & confidence
Truth; wisdom; status; independence; achievement
