Date post: | 22-Jan-2018 |
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Marketing |
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Reputation Management: The Offensive Position
Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Who’s @DwightZ7th Presentation @PubCon
Agency Owner
Serial Entrepreneur
Autism Dad
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
What qualifies me?19+ years in web
Early SEO
Ideas: Thought – Funded – Failed - Sold
Over 1,000 clients
Many industries
The truth is easy to remember
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
What’s Real?
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
What is offensive rep mgnt?Target competition to gain market share
Discourage competition offensive response
Can be “grey”
Consider many, many tactics
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Direct attackSlash prices / hit em’ in the pocket book
New features / you got better stuff
Comparison advertising / info graphics Why you are superior What they are lacking Tell audience what “they need you have”
Target markets competition served poorly
Guerilla marketing / gain attention
Press is press
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
End-run & avoidForget them other than where they’re not
Hit unoccupied markets
Where did they avoid / never consider? Dollar Store vs Walmart Low income / low spend budgets Small Biz Target the client ‘hurt” Use automation Build the base to hit the larger targets Consider “cons” and associations that can attach Press is Press as long as it = $$$
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Pre-emptionFirst to market controls the voice
Lock-up untapped market space
Acquire best locations / outlets
First to make relationships, lock-up contracts
Late to enter – harder to dislodge yourpresence
Plan in place IN CASE it goes bad (assets, messaging and content)
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Pre-emption DosPlan / Strategy (not as it happens)
Brand names cute and generic terms: get domains with 2-3 pages sites Address locations? Own local online Products? Sitemap feed and shopping ads Comparison pages to competition for association (careful on
claims of others-legal) Co-Sponsor simple stuff- Chambers, local teams, parades, holiday
events – get links and curated brand messages / display Social accounts – establish and get a strategy for content delivery
and community building
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Pre-emption TresContent
Plan AND budget for this How long? Analytics for milestones, results? Images / graphics (professional) Have a “style” that is distinctively yours Written – manuals, blurbs, facts, stories, uses, lifestyle
and informational Video - :06, :10, :20, :30 , :60 etc
Plan and segment them Target different platforms, demo’s and groups
Audio / Podcasts Fun shareable things Press-friendly packets, folders with assets ready
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
AcquisitionBuy them (Auto Industry bought electric to close
them down)
Buy up all spaces / accounts / demographics or all supplies (Aluminum in Detroit in 2013)
Best locations / outlets –B’n’M footprint
Must add to bottom-line to make sense
Costly
Afoul / monopoly / flack-back from local’s
Press is press!
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Counter the defenseExclusivity – look to lock relationships with
suppliers / vendors to block competition
Utilize these in press, content and credibility association
Call-out competition with new warranties, guarantees, features; show emphasis for the end-user
Anticipate changes in the market and act first
Be everywhere they are with something better to say, show or offer
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Too much?
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Advertising / PressCan’t be “kinda-pregnant”
Real strategy to show Commitment to market Confidence in product / service Willingness to crush competitor Protection of your market / space
Show you can’t lose
Create stories to reinforce each of these points; couple with content, images and video (EZ hand-off to journalists)
Buy / sponsor / host events / previews / entertain
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Bottom lineCan’t be “kinda-pregnant”
Requires thought, intended outcome and strategy with tactics and analytics with back-up plans to WIN
Requires budget that is logical
Organization
Staff / resources
Keeping up on trends
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Black hatsThere are old-school ways to get what you want
Black-Hat still works
Layers of separation / legal ready
7 degrees of Bacon
Political scandals are great reference points
Wikileaks + Podesta emails + Pizzagate
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
Bummer – reset - win
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Trademark Productions, Inc. 309B South Main Royal Oak, MI 48067 USA | tmprod.com
The Process
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