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BRAND IT LIKE BECKHAM
               Profit from Big Brand Disciplines
                    in your Small Business




Copyright © Stark Reality
Discover why                       How to Design a
branding is even                   Brand that
more important                     connects with
for small                          your audience.
business.
                   Why is being
                   Creative
                   important?




                                  How to Promote
                                  your Brand
Delivering a                      without having
great brand                       to beg your
experience from                   Bank Manager.
the Webber to
the Web!




                                                     2
EXECUTIVE SUMMARY




 “In order to be irreplaceable
                one must always be different.”
                                           - Coco Chanel




                                                       3
BRANDING - MORE IMPORTANT FOR SMALL BUSINESS
THAN BIG BUSINESS


  SME’s have a greater need to differentiate in a more
  competitive market.

  Why, then are so few small businesses “branded?

  Because most:
  – do not understand basic marketing principles and
  – believe that branding is expensive and for the big boys




                                                              4
BRANDS ARE IMPORTANT BECAUSE THEY
DELIVER
 An emotional connection to products & services!

 Feelings affect rational thought. Most purchase decisions
 are emotional, justified with rational thought later.



                                        "Brand will become the most
                                        powerful strategic tool since
                                        the spreadsheet.”
                                        Marty Neumeier,
                                        author - "The Brand Gap"




                                                                        5
YOUR BRAND


is a collection of perceptions in the   mind of your consumer.
IS HOW THEY SEE YOU

              HOW THEY FEEL ABOUT YOU

                          WHAT THEY SAY ABOUT YOU

                                                                 6
THE REAL THING - EMOTION

Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold!




                                                                                      7
IMAGE IS EVERYTHING




                      8
HOW TO DESIGN A BRAND?
                         It will affect every part of
- SIMPLE NOT EASY        your business.
                         SME Strategy Timeline
                         4 weeks – 3 months




                                                        9
WHO “DESIGNS” THE BRAND?

                       OWNER          IS            THE       PRODUCER
  IT       THE


                                             Entrepreneurs
                            tap into the customer need and design the vision.

  IS                                            Marketers
           make the vision come alive focusing on Brand Communication to manage Perceptions.


                                           Industrial Designers
                                            design the product.

 LIKE                                      Graphic Designers
                                interpret brand attributes in visual media.


                                               Copywriters
                                           give the brand a voice.
 MAKING
                             Film Producers, Directors, Animators, Etc
                      put brand on our screens, from the very big to the very small…

                                            Customer Service
 MOVIES                              deliver the “brand experience.

                                                                                               10
BRANDING IS HOW WE COMMUNICATE

What is your Brand
• Name?
• Personality?
• Story?
• Promise? (Do you deliver?)
• Positioning
• Positioning Statement




                                 11
BRAND NAMES ARE A POWERFUL FORCE

Does your Brand Name:
• Differentiate you from your competitors?
• Reinforce a unique positioning?
• Create positive and lasting engagement with your
  audience?
• Make you unforgettable?
• Propel itself through the world on its own by being a PR
  generating vehicle?
• Provide a deep well of marketing and advertising images?
  Is it easily promotable?




                                                             12
NAMING PROCESS

1.   Competitive Analysis
2.   Positioning
3.   Name/Brand Development
4.   Trademark / Domain Name
5.   Creative/Testing
6.   Name and Tagline




                               13
Brand name was too descriptive and
                limiting in the first place and now
RADIO RENTALS   makes no sense at all, showing the
                ageing nature of the business!




                                                      14
SHAVER SHOP




              •Expanding product range
              beyond the initially focused
              concept.
              •Only time will tell if the brand
              extension will be successful.
              •Brand name was too descriptive
              and limiting in the first place!

                                                  15
PROTECT YOUR NAME




                    16
THE PERSONALITY IS THE BRAND




                               17
MR. MUTUAL FUND




                  18
MS MEGABYTE




              19
GADGET GUY




             20
BOUNCEBACKFAST




                 21
THE PRODUCTIVITY QUEEN




                         22
POWERFUL POINTS




                  23
GEEK SQUAD




             24
WHAT DO THEY ALL HAVE IN COMMON?

1. They are specialists…the only…in their market (some have a
   wider area of influence than others!)
2. They are easy to remember
3. They have names that are easy to promote – they have
   PERSONALITY and a STORY to tell.
4. They are “famous” amongst their intended target audience –
   AWARENESS and RECOGNITION.




                                                            25
BRAND STORY

 People love stories from children’s fairytales to books and
 movies.

 Good advertisements are nothing more than very short
 stories:
 – A story is more memorable than a straightforward message.
 – A story is easy to re-tell and pass on to other consumers


 A brand story needs to be:
 – Real and authentic
 – Colorful and interesting




                                                               26
TELL YOUR STORY AND SELL
Real Stories that developed through the
decades.


                                                                     Est. 1967

                                                         A brand legend is born, a heritage created with a tie. He did not attend
                                                         fashion school, but worked for Brooks Brothers as a salesman. In 1967,
                                                         with the financial backing of Norman Hilton, Lauren opened a necktie store
 Est. 1932                 Est. 1924                     where he also sold ties of his own design, under the label "Polo".




               Rebrand
  2003                                    Website “Before”                                           Website “After”
               2006




                                                                                                                                      27
LEGENDS ARE MADE




                   28
BRAND NAME & CORPORATE IDENTITY




                                  29
MOST SME’S SELL FEATURES INSTEAD OF BENEFITS



                                    Drill
                                      v
                           Picture on the Wall


 Make Up v Hope To Women




                                     Mousetraps
                                         v
                                   Absence of Mice


                                                     30
BUILDING A BRAND - POSITIONING
How can we “own” a place in the
consumer mind?

By focusing on the things that
                                   “The way to
matter.
                                   become rich is to
Focus demands Sacrifice - To own
something you need to give up      put all your eggs
something else.
                                   in one basket
                                   and then watch
                                   that basket.”
                                   – Andrew Carnegie 1835-1919




                                                                 31
POWER OF FOCUS
“The men who have succeeded are men who have
chosen one line and stuck to it.”
- Andrew Carnegie




“This is the day of dramatization. Merely stating a truth isn’t
enough. The truth has to be made vivid, interesting dramatic.
You have to use showmanship. The movies do it. Television does
it. And you will have to do it if you want attention”

- “How to Win Friends and Influence People” – Updated version, Dale Carnegie


                                                                               32
SIMPLICITY ADDS VALUE


  “An expert is someone who has succeeded in making
  decisions and judgments simpler through knowing what to
  pay attention to and what to ignore”
      - Simplicity - Edward de Bono, 1998



  The specialist has a chance to use their field of expertise
  as a point of differentiation - “I believe that the true road to
  pre-eminent success in any line is to make yourself master
  of that line”
      - Andrew Carnegie 1835-1919




                                                                     33
SIMPLICITY REQUIRES CREATIVITY

“Simplicity is easy to use but can be hard to design. You may
need some creativity”
- Simplicity - Edward de Bono, 1998




“The ability to simplify means to eliminate the unnecessary so
that the necessary may speak”
- Hans Hoffman – Artist




                                                                 34
BRAND POSITIONING




                    35
REAL ESTATE




Position against the leader.
Same Principle as Pepsi v Coke.
Use competitor strength and turn it into a
weakness.
Original = Old.
“Pepsi the Choice of a New Generation”

                                             36
SEGMENTATION


                                                                                                               u-
                                                                                                             Yo ns
                                                                                                          or
                                                                                 rs!                   s f estio
                                                                            rive                    cie u
                                                                                                 oli e Q
                                                                       dd                       P or
                                                                  oo                        red k M
                                                           fo   rg                       ilo s
                                                      gs                               Ta e A
                                                  vin                                    W
                                               Sa




                                          rs
                                     d Ca
                          d   ifie
                     d Mo
               s   an
             er
          riv
        gD
   un
Yo



                                                                                                                     37
38
MAJOR (RESIDENTIAL) BUILDING CATEGORY



                             Meaningful




                                          39
NEW CATEGORY

 The law of the category - if
 you can't be first in a
 category, set up a new
 category you can be first in. –
 Al Reis




                                   40
SEGMENT EVEN FURTHER
The law of the category - if you can't be first in a category, set up a new
category you can be first in.
– Al Reis




                                                                              41
GENERAL HOME SERVICES - ESTABLISHED




                                      42
SPECIALIST HOME SERVICES – E.G.: CLEANING, STILL
DEVELOPING




                                                   43
BRAND RECOGNITION
 “… alone is useless. Today every plumber has a brand and a slogan on
 the side of his truck. The world is drowning in brands and slogans”
 Robert Bloom author and ex – Chairman of Publicis Worldwide




                                                               Although we are not there yet in either
                                                               the USA or Australia, the sentiment is
                                                               right – recognition alone is not
                                                               enough!

                                                               Virtually every category of consumer
                                                               product and service is now crowded
                                                               with – in some cases overcrowded –
                                                               with brands, however this is not the
                                                               case in the SME space which presents
                                                               a tremendous opportunity.




                                                                                                         44
BRAND EXPERIENCE – “BRANDTERTAINMENT”

   Communication alone
   does not create brand
   feelings.

   Experience with the
   brand creates brand
   feelings.

   Today customers
   expect to be vowed and
   entertained.




                                        45
HOW DO YOU CREATE WOW?




                         46
CREATIVE STRATEGY IS MORE IMPORTANT FOR THE SME


A consistent THEME that uses the name of the brand or its positioning or
ultimately both will always get better results.



MORE CREATIVE
         MORE MEMORABLE
                   LESS FREQUENCY
                              LESS $$$




                                                                           47
CREATIVITY = ORIGINALITY

  The first objective of any communication is to get noticed – to
  grab attention. Without it you can not begin to PERSUADE.

  Human beings are hard-wired to look for “the new.”

  “What was effective one day, for that very reason, will not be
  effective the next, because it has lost the maximum impact of
  originality.”
  - advertising great Bill Bernbach, way back in the 1960s.




                                                                48
CAMPAIGNS = CONSISTENCY = FAMILIARITY

  Every advertisement should be thought of as a
  contribution to the complex symbol which is the
  brand image.
  - David Ogilvy, regarded as the Father of Modern Advertising



  A Brand is a Personality. Personalities like people
  don’t really change, neither should your brand,
  which is why having a consistent creative THEME is
  important.




                                                                 49
CHAMPION COMPRESSORS - WEBSITE




                                 50
CHAMPION COMPRESSORS - TRADE ADVERTISING
                   - VEHICLES
Before                       After




                                           51
BAYVIEW REALESTATE - POSTCARD CAMPAIGN




                                         52
GUYS DOMAIN – Direct Mail Postcard Templates
CREATIVELY CUTTING COSTS




                                               53
PROMOTING YOUR BRAND
         MEDIA EFFECTIVENESS - SME TOP 10
Media Effectiveness – SME Top 10
                                                          Only 10 years ago –
1. Networking                                             1b, 2, 3, 4, 5 did not
   a) Physical – Industry Associations, Expos, BNI, etc
   b) Virtual (LinkedIn, Facebook, etc)
                                                           exist as a way of
                                                              reaching the
2. Website / Blog, Online Video                                consumer
3. Search Engine Marketing
4. Email
5. PR - Traditional and Online
6. Direct Mail
7. Point of Sale (for Retailers)
8. Packaging
9. Trade Press / Local Paper / Niche Magazines
10. Outdoor and Out Of Home / Ambient
                                                                                   54
IMPORTANCE OF FREQUENCY
1. The first time a man looks at an advertisement, he does not see it.
                                                                               Thomas Smith of London
2. The second time, he does not notice it.                                     wrote this back in 1885 when
3. The third time, he is conscious of its existence.                           the Newspaper was the only
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.                                                medium!
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, "Oh brother!"
8. The eighth time, he says, "Here's that confounded thing again!"
9. The ninth time, he wonders if it amounts to anything.
                                                                               Today the estimates are that
10. The tenth time, he asks his neighbor if he has tried it.                   the average consumer is
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
                                                                               exposed to between 500 to
13. The thirteenth time, he thinks perhaps it might be worth something.        5000 brand messages per
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
                                                                               day.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.                                  Reach 1,000 x 10
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.                        v
                                                                                    Reach 10,000 x 1




                                                                                                              55
H av
     e yo
The       u
    bes made
        t tim      you
             e in     r s?
                  the
                      his
                         tory
                              of t
                                   he
                                      w   orld
                                                 to b
                                                     e an
                                                            SM
                                                              E

                                                                  56
WEB - MOST FLEXIBLE & ACCOUNTABLE MARKETING
WEAPON

It is a interactive medium and a distribution channel
   –   Tell visitors why they should buy from you and not your competitors
   –   Collect information about your customers
   –   Customize customer experience
   –   Improve customer service
   –   Provide a vehicle for feedback
   –   Generate sales leads




                                                                             57
WHY ARE MOST SME’S WEBSITES (COMMUNICATION)
TERRIBLE? THEY REFLECT THEIR MARKETING EFFORTS!

Common Professional Services and B2B Industrials issues:
• Internal Company v External Customer Focus (WE v YOU), e.g.: “leading”
• No Point of Difference
• Features instead of Benefits
• Copywriting
• Rules of Design

We have looked at and can provide examples in the following markets:
• B2B Industrials (Manufacturer’s Monthly)
• Top Tier Law Firms (Accounting)
• Top Tier Architects
• BRW Fast 100 IT Firms
• Financial Planning - Follows



                                                                           58
Missing:
1.USP – Positioning Statement
2.WIFM
3.Call to Action




                                59
NO USP
Internal focus – “WE”




Blah, blah
Service is an
empty promise




                        60
Why should I call?
                                       What will I get?



                        Name?
                        Positioning?




                          We, we, we,
                          look how good we are




Can the imagery
get any more typical?


                                                            61
Your name is?
What business are we in?
Property? Finance? Planning?
Too many messages




                               62
What does the logo mean?
Where is the USP?
Where is the benefit in the USP?

                          Good “Point of Difference”
                          However Price is easy to copy!




        Better use of space?
        Simpler Menu structure?
                                                           63
Home baked?
Trust?
Credibility?




               64
Simple & Focused
Messages
Own “friendly”
Clear benefits



Creative
Pleasant
Easy to read
Campaignable       Focused
                   - Targeted




                                65
STARK REALITY CHECK
      30 minutes of FREE,
      No Obligation Advice
               to
Turn Your Customer Perceptions
          into a more
       Profitable Reality

  e: info@starkreality.com.au


                                 66

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Brand It Like Beckham

  • 1. BRAND IT LIKE BECKHAM Profit from Big Brand Disciplines in your Small Business Copyright © Stark Reality
  • 2. Discover why How to Design a branding is even Brand that more important connects with for small your audience. business. Why is being Creative important? How to Promote your Brand Delivering a without having great brand to beg your experience from Bank Manager. the Webber to the Web! 2
  • 3. EXECUTIVE SUMMARY “In order to be irreplaceable one must always be different.” - Coco Chanel 3
  • 4. BRANDING - MORE IMPORTANT FOR SMALL BUSINESS THAN BIG BUSINESS SME’s have a greater need to differentiate in a more competitive market. Why, then are so few small businesses “branded? Because most: – do not understand basic marketing principles and – believe that branding is expensive and for the big boys 4
  • 5. BRANDS ARE IMPORTANT BECAUSE THEY DELIVER An emotional connection to products & services! Feelings affect rational thought. Most purchase decisions are emotional, justified with rational thought later. "Brand will become the most powerful strategic tool since the spreadsheet.” Marty Neumeier, author - "The Brand Gap" 5
  • 6. YOUR BRAND is a collection of perceptions in the mind of your consumer. IS HOW THEY SEE YOU HOW THEY FEEL ABOUT YOU WHAT THEY SAY ABOUT YOU 6
  • 7. THE REAL THING - EMOTION Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold! 7
  • 9. HOW TO DESIGN A BRAND? It will affect every part of - SIMPLE NOT EASY your business. SME Strategy Timeline 4 weeks – 3 months 9
  • 10. WHO “DESIGNS” THE BRAND? OWNER IS THE PRODUCER IT THE Entrepreneurs tap into the customer need and design the vision. IS Marketers make the vision come alive focusing on Brand Communication to manage Perceptions. Industrial Designers design the product. LIKE Graphic Designers interpret brand attributes in visual media. Copywriters give the brand a voice. MAKING Film Producers, Directors, Animators, Etc put brand on our screens, from the very big to the very small… Customer Service MOVIES deliver the “brand experience. 10
  • 11. BRANDING IS HOW WE COMMUNICATE What is your Brand • Name? • Personality? • Story? • Promise? (Do you deliver?) • Positioning • Positioning Statement 11
  • 12. BRAND NAMES ARE A POWERFUL FORCE Does your Brand Name: • Differentiate you from your competitors? • Reinforce a unique positioning? • Create positive and lasting engagement with your audience? • Make you unforgettable? • Propel itself through the world on its own by being a PR generating vehicle? • Provide a deep well of marketing and advertising images? Is it easily promotable? 12
  • 13. NAMING PROCESS 1. Competitive Analysis 2. Positioning 3. Name/Brand Development 4. Trademark / Domain Name 5. Creative/Testing 6. Name and Tagline 13
  • 14. Brand name was too descriptive and limiting in the first place and now RADIO RENTALS makes no sense at all, showing the ageing nature of the business! 14
  • 15. SHAVER SHOP •Expanding product range beyond the initially focused concept. •Only time will tell if the brand extension will be successful. •Brand name was too descriptive and limiting in the first place! 15
  • 17. THE PERSONALITY IS THE BRAND 17
  • 25. WHAT DO THEY ALL HAVE IN COMMON? 1. They are specialists…the only…in their market (some have a wider area of influence than others!) 2. They are easy to remember 3. They have names that are easy to promote – they have PERSONALITY and a STORY to tell. 4. They are “famous” amongst their intended target audience – AWARENESS and RECOGNITION. 25
  • 26. BRAND STORY People love stories from children’s fairytales to books and movies. Good advertisements are nothing more than very short stories: – A story is more memorable than a straightforward message. – A story is easy to re-tell and pass on to other consumers A brand story needs to be: – Real and authentic – Colorful and interesting 26
  • 27. TELL YOUR STORY AND SELL Real Stories that developed through the decades. Est. 1967 A brand legend is born, a heritage created with a tie. He did not attend fashion school, but worked for Brooks Brothers as a salesman. In 1967, with the financial backing of Norman Hilton, Lauren opened a necktie store Est. 1932 Est. 1924 where he also sold ties of his own design, under the label "Polo". Rebrand 2003 Website “Before” Website “After” 2006 27
  • 29. BRAND NAME & CORPORATE IDENTITY 29
  • 30. MOST SME’S SELL FEATURES INSTEAD OF BENEFITS Drill v Picture on the Wall Make Up v Hope To Women Mousetraps v Absence of Mice 30
  • 31. BUILDING A BRAND - POSITIONING How can we “own” a place in the consumer mind? By focusing on the things that “The way to matter. become rich is to Focus demands Sacrifice - To own something you need to give up put all your eggs something else. in one basket and then watch that basket.” – Andrew Carnegie 1835-1919 31
  • 32. POWER OF FOCUS “The men who have succeeded are men who have chosen one line and stuck to it.” - Andrew Carnegie “This is the day of dramatization. Merely stating a truth isn’t enough. The truth has to be made vivid, interesting dramatic. You have to use showmanship. The movies do it. Television does it. And you will have to do it if you want attention” - “How to Win Friends and Influence People” – Updated version, Dale Carnegie 32
  • 33. SIMPLICITY ADDS VALUE “An expert is someone who has succeeded in making decisions and judgments simpler through knowing what to pay attention to and what to ignore” - Simplicity - Edward de Bono, 1998 The specialist has a chance to use their field of expertise as a point of differentiation - “I believe that the true road to pre-eminent success in any line is to make yourself master of that line” - Andrew Carnegie 1835-1919 33
  • 34. SIMPLICITY REQUIRES CREATIVITY “Simplicity is easy to use but can be hard to design. You may need some creativity” - Simplicity - Edward de Bono, 1998 “The ability to simplify means to eliminate the unnecessary so that the necessary may speak” - Hans Hoffman – Artist 34
  • 36. REAL ESTATE Position against the leader. Same Principle as Pepsi v Coke. Use competitor strength and turn it into a weakness. Original = Old. “Pepsi the Choice of a New Generation” 36
  • 37. SEGMENTATION u- Yo ns or rs! s f estio rive cie u oli e Q dd P or oo red k M fo rg ilo s gs Ta e A vin W Sa rs d Ca d ifie d Mo s an er riv gD un Yo 37
  • 38. 38
  • 39. MAJOR (RESIDENTIAL) BUILDING CATEGORY Meaningful 39
  • 40. NEW CATEGORY The law of the category - if you can't be first in a category, set up a new category you can be first in. – Al Reis 40
  • 41. SEGMENT EVEN FURTHER The law of the category - if you can't be first in a category, set up a new category you can be first in. – Al Reis 41
  • 42. GENERAL HOME SERVICES - ESTABLISHED 42
  • 43. SPECIALIST HOME SERVICES – E.G.: CLEANING, STILL DEVELOPING 43
  • 44. BRAND RECOGNITION “… alone is useless. Today every plumber has a brand and a slogan on the side of his truck. The world is drowning in brands and slogans” Robert Bloom author and ex – Chairman of Publicis Worldwide Although we are not there yet in either the USA or Australia, the sentiment is right – recognition alone is not enough! Virtually every category of consumer product and service is now crowded with – in some cases overcrowded – with brands, however this is not the case in the SME space which presents a tremendous opportunity. 44
  • 45. BRAND EXPERIENCE – “BRANDTERTAINMENT” Communication alone does not create brand feelings. Experience with the brand creates brand feelings. Today customers expect to be vowed and entertained. 45
  • 46. HOW DO YOU CREATE WOW? 46
  • 47. CREATIVE STRATEGY IS MORE IMPORTANT FOR THE SME A consistent THEME that uses the name of the brand or its positioning or ultimately both will always get better results. MORE CREATIVE MORE MEMORABLE LESS FREQUENCY LESS $$$ 47
  • 48. CREATIVITY = ORIGINALITY The first objective of any communication is to get noticed – to grab attention. Without it you can not begin to PERSUADE. Human beings are hard-wired to look for “the new.” “What was effective one day, for that very reason, will not be effective the next, because it has lost the maximum impact of originality.” - advertising great Bill Bernbach, way back in the 1960s. 48
  • 49. CAMPAIGNS = CONSISTENCY = FAMILIARITY Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. - David Ogilvy, regarded as the Father of Modern Advertising A Brand is a Personality. Personalities like people don’t really change, neither should your brand, which is why having a consistent creative THEME is important. 49
  • 51. CHAMPION COMPRESSORS - TRADE ADVERTISING - VEHICLES Before After 51
  • 52. BAYVIEW REALESTATE - POSTCARD CAMPAIGN 52
  • 53. GUYS DOMAIN – Direct Mail Postcard Templates CREATIVELY CUTTING COSTS 53
  • 54. PROMOTING YOUR BRAND MEDIA EFFECTIVENESS - SME TOP 10 Media Effectiveness – SME Top 10 Only 10 years ago – 1. Networking 1b, 2, 3, 4, 5 did not a) Physical – Industry Associations, Expos, BNI, etc b) Virtual (LinkedIn, Facebook, etc) exist as a way of reaching the 2. Website / Blog, Online Video consumer 3. Search Engine Marketing 4. Email 5. PR - Traditional and Online 6. Direct Mail 7. Point of Sale (for Retailers) 8. Packaging 9. Trade Press / Local Paper / Niche Magazines 10. Outdoor and Out Of Home / Ambient 54
  • 55. IMPORTANCE OF FREQUENCY 1. The first time a man looks at an advertisement, he does not see it. Thomas Smith of London 2. The second time, he does not notice it. wrote this back in 1885 when 3. The third time, he is conscious of its existence. the Newspaper was the only 4. The fourth time, he faintly remembers having seen it before. 5. The fifth time, he reads it. medium! 6. The sixth time, he turns up his nose at it. 7. The seventh time, he reads it through and says, "Oh brother!" 8. The eighth time, he says, "Here's that confounded thing again!" 9. The ninth time, he wonders if it amounts to anything. Today the estimates are that 10. The tenth time, he asks his neighbor if he has tried it. the average consumer is 11. The eleventh time, he wonders how the advertiser makes it pay. 12. The twelfth time, he thinks it must be a good thing. exposed to between 500 to 13. The thirteenth time, he thinks perhaps it might be worth something. 5000 brand messages per 14. The fourteenth time, he remembers wanting such a thing a long time. 15. The fifteenth time, he is tantalized because he cannot afford to buy it. day. 16. The sixteenth time, he thinks he will buy it some day. 17. The seventeenth time, he makes a memorandum to buy it. 18. The eighteenth time, he swears at his poverty. Reach 1,000 x 10 19. The nineteenth time, he counts his money carefully. 20. The twentieth time he sees the ad, he buys what it is offering. v Reach 10,000 x 1 55
  • 56. H av e yo The u bes made t tim you e in r s? the his tory of t he w orld to b e an SM E 56
  • 57. WEB - MOST FLEXIBLE & ACCOUNTABLE MARKETING WEAPON It is a interactive medium and a distribution channel – Tell visitors why they should buy from you and not your competitors – Collect information about your customers – Customize customer experience – Improve customer service – Provide a vehicle for feedback – Generate sales leads 57
  • 58. WHY ARE MOST SME’S WEBSITES (COMMUNICATION) TERRIBLE? THEY REFLECT THEIR MARKETING EFFORTS! Common Professional Services and B2B Industrials issues: • Internal Company v External Customer Focus (WE v YOU), e.g.: “leading” • No Point of Difference • Features instead of Benefits • Copywriting • Rules of Design We have looked at and can provide examples in the following markets: • B2B Industrials (Manufacturer’s Monthly) • Top Tier Law Firms (Accounting) • Top Tier Architects • BRW Fast 100 IT Firms • Financial Planning - Follows 58
  • 59. Missing: 1.USP – Positioning Statement 2.WIFM 3.Call to Action 59
  • 60. NO USP Internal focus – “WE” Blah, blah Service is an empty promise 60
  • 61. Why should I call? What will I get? Name? Positioning? We, we, we, look how good we are Can the imagery get any more typical? 61
  • 62. Your name is? What business are we in? Property? Finance? Planning? Too many messages 62
  • 63. What does the logo mean? Where is the USP? Where is the benefit in the USP? Good “Point of Difference” However Price is easy to copy! Better use of space? Simpler Menu structure? 63
  • 65. Simple & Focused Messages Own “friendly” Clear benefits Creative Pleasant Easy to read Campaignable Focused - Targeted 65
  • 66. STARK REALITY CHECK 30 minutes of FREE, No Obligation Advice to Turn Your Customer Perceptions into a more Profitable Reality e: info@starkreality.com.au 66