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Wake Up Your Brand: Talking Finger & Michael Desroches Presentation

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Wake Up Your Brand: Talking Finger & Michael Desroches Presentation

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Co-hosts Bill DeRosa of Talking Finger, Social Media Marketing Agency and Michael Desroches of Brand Inspiration present an engaging talk and workshop -- sharing some of their favorite tips for breaking through the noise to invigorate your brand.

In this seminar, you will learn:

• How to leverage social media to build brand awareness and advocacy

• How to develop a consistent brand narrative between traditional “static” marketing programs and interactive social media channels

• How to react to your customers’ voice within online media channels

Co-hosts Bill DeRosa of Talking Finger, Social Media Marketing Agency and Michael Desroches of Brand Inspiration present an engaging talk and workshop -- sharing some of their favorite tips for breaking through the noise to invigorate your brand.

In this seminar, you will learn:

• How to leverage social media to build brand awareness and advocacy

• How to develop a consistent brand narrative between traditional “static” marketing programs and interactive social media channels

• How to react to your customers’ voice within online media channels

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Wake Up Your Brand: Talking Finger & Michael Desroches Presentation

  1. 1. “Marketing is brand building. The two concepts are so inextricably linked that it’s impossible to separate them. Furthermore, since everything a company does can contribute to the brand-building process, marketing is not a function that can be considered in isolation. Marketing is what a company is in business to do. Marketing is a company’s ultimate objective. That’s why everyone who works in a corporation should be concerned with marketing, and specifically, with the laws of branding.” 
 -- Excerpt from The Book:
 “The 22 Immutable Laws of Branding”
 – Al Ries and Laura Ries
  2. 2. What Is Branding?
 What Is A Brand?
  3. 3. For Many
 Organizations,
 It’s More Than
 An Iconic Logo
  4. 4. It’s What
 Your Brand
 Conveys
 Or Stands For
  5. 5. = Innovative technology that connects you to family, friends and colleagues
  6. 6. = Your health and your quest to become a stronger, fitter person
  7. 7. = “Trendy” spot to chat
 Why do folks hold business meetings there versus some other major coffee spots (i.e. Dunkin’ Donuts)
  8. 8. It’s the STORY behind the brand that makes the logo so recognizable. These organizations aren’t merely selling products or services. They are selling the lifestyle that they deem their consumers’ DESIRE
  9. 9. How Do You Get There? Creating an impactful brand is not simply creating a logo, it’s a process
 of guiding your potential clients through every step of their decision making process — long before and after the sale
  10. 10. It Starts With 3 Steps: • KNOWING your customers • ALLOWING them to get to know you • EMPOWERING your people
  11. 11. Know Your Customers Understand key customer demographics — gender, age, income, etc…
  12. 12. Know Your Customers Use demographics to connect on a deeper level by understanding what customers ultimately want/need
  13. 13. This mom is buying a toy for her child — what does she really want though?
 • Stimulate her daughter’s senses so she is aware of the world around her? • Engage her attention so mom can work done? • Help her daughter take
 a nap?
  14. 14. Market to the “need”, and you’ll engage the “prospect” and build your brand
  15. 15. Use Technology and Modern Applications • The Swirl Application — the company uses Bluetooth technology to deliver messages to consumers based on where they are in the store.
  16. 16. Let Your Customers Get To KNOW You We live in an age of transparency. Virtually everything we do is being broadcast across social media for all the world to see
  17. 17. Let Your Customers Get To KNOW You • The same should be true of how your consumers connect with your brand
  18. 18. Let Your Customers Get To KNOW You • People STILL do business with people they like
  19. 19. Southwest Airlines — showed a Halloween video of their “Head Honcho” being transformed into Snow White
  20. 20. Cummins Diesel — showed its environmental
 responsibility in a unique, “fun” way
  21. 21. Empower Your People How do consumers get to know you?
  22. 22. Some Methods: • logo • tagline/descriptor
 • advertising/direct marketing
 • landing pages/website
 • social media
 • video/motion

  23. 23. A Stronger Way The Folks Behind Your Message
  24. 24. Each of your public-facing employees is your new de facto spokesperson, from the chair someone praises (or rants about on social media) — to the manager who always has a ready smile and is willing to go the extra mile
  25. 25. Allow your staff to put their best foot forward by developing and encouraging the internal culture you want people to see when they look and engage with your brand
  26. 26. Organization Example: Twitter • Famous for — rooftop meetings, free meals, yoga classes and unlimited vacations • Workers love being a part of a team organization — and working with other like-minded people. Famous for having employees that don’t leave until a job is complete and who are working toward a cause.
  27. 27. The Result: • Twitter consistently ranks in the Top 2 in social media platforms for the past 3 years
  28. 28. Organization Example: Zappos • Famous for — before someone is hired — candidates go through a cultural fit interview that carries half the weight of the employment decision. • New hires are offered $2,000 to quit after their first week if they decide the position is not for them
  29. 29. The Result: • Zappos employees are dedicated to taking care of its customers — over $1 billion in gross sales in less than 10 years
  30. 30. Organization Example: Gap • Gap’s social media policy may not be for everyone — it is conversational and straightforward, but it reflects their brand and how they want employees to use social media “If you !%#@ up? Correct it immediately and be clear about what you’ve done to fix it. Contact the social media team if it’s a real doozy”
  31. 31. It takes VISION & INVESTMENT
  32. 32. How much thought does it
 take to promote Apple as opposed to the Farmer’s Market just down the street
 that sells apples?
  33. 33. The right answer:
 The same amount
  34. 34. • Marketing & Branding is an investment in the future of your business • The creative thought process is the same; the only difference is the amount of money you have to spend on the advertising budget • Don’t cut corners on the branding and creative processes and you won’t shortchange your results • A solid branding firm will be with you on your journey to appeal to prospects and customers at every step of the purchasing process and lifetime of the customer
  35. 35. m i c h a e l d e s r o c h e s o n l i n e . c o m # C o f f e e W i t h M D # B r a n d I n s p i r a t i o n
  36. 36. talkingfinger.com 203-491-0306 bill@talkingfinger.com
  37. 37. Thank you for attending! Questions?

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