PRESENTATION:
Conducting a Marketing Physical To Ensure Brand Health
WHERE/WHEN:
In-HOWse Designer Conference
Austin, TX - Sept. 10, 2007
DESCRIPTION
It's time to give your business a marketing physical. This may sound strange, but it's just like going to your own doctor and getting a physical for yourself. The doc takes your vital signs, asks probing questions, and conducts a few key exams. You learn what may be affecting your health, and then you adjust your day-to-day life based on the results in an effort to ward off serious illnesses. Why not do the same for your brand or business? John shows you how to conduct your marketing physical to diagnose and treat common marketing ailments like anemic sales, poor brand complexion and marketing obesity.
PRESENTER:
John Moore, marketing medic
BRAND AUTOPSY Marketing Practice
www.brandautopsy.com
10. Brands are more than marketing strategies. They are living organisms.
11. Conducting a Marketing Physical Business Anatomy 101 Basic Vital Signs Leading Causes of Brand Demise The Marketing Physical One Final Thought Q&A
31. Vital Signs Comp Sales Must surpass the rate of inflation. If not, the brand is dying, not growing.
32. Vital Signs Comp Transactions If a business has more customers, then it is likely to be healthier. Marketing does its job when it drives MORE customers to buy.
33. Vital Signs Average Ticket Year-over-year increases in Average Ticket per customer signals a healthy brand.
34. Vital Signs Budgets Marketing budget as % of sales. (7%+ is unhealthy) Advertising budget as % of marketing budget. (50%+ means“Advertising Obesity”)
35. Vital Signs Brand Age Vital signs will differ between embryonic brands, adolescent brands, middle-aged brands, and geriatric brands.
49. Marketing Physical Opinions H O PE Review past recaps You do have recaps, right? You are conducting post mortems on promotions, right? (If not, you must.)
50. Marketing Physical Perceptions The more promoters, the greater a brand grows. HO P E 1 Measure Customer Referrals NET PROMOTER SCORE How likely are you to recommend our brand to a friend?
51. Marketing Physical Perceptions 2 Measure Employee Referrals HO P E “ NET PROMOTER SCORE” How likely are you to recommend our company to a friend who needs a job?