Sbims presentation preparing to build your brand online - september 10
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The document discusses branding and marketing strategies for small businesses. It emphasizes defining the brand, positioning, target markets, and goals of the business website. Key recommendations include taking a holistic approach to branding, understanding the brand image and how it matches customers, and measuring brand awareness through website traffic and referrals. The document also provides tips for website goals like capturing leads, building a database, selling products, hosting events, and building an online community.
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Sbims presentation preparing to build your brand online - september 10
- 1. Small Business Internet Marketing Secrets Preparing to build your brand online 28 September 2010 Michelle Gamble, Chief Angel
- 2. The Marketing Process REPORTING Track and Measure Effectiveness
- 3. Branding Take a holisitic approach the brand, the positioning and the product. the brand = the business
- 4. Think about your own brand Does it work hard enough for you? Does it say how you are different? Does it say what people want to hear? Does it say what you do? Does it reflect what customers say?
- 7. What’s in a name?
- 14. Personality or brand values Values of customer Emotional Rewards Functional Benefits Attributes Brand Pyramid : Discerning, feminine, proud, successful, fashion concious Confident, empowered, Support, comfort, ease when breastfeeding, Brand Essence uncompromising quality and luxury maternity lingerie for modern women Example: Cake Lingerie classic, elegant, strong, proud, joy, beautiful, fun, uncompromising small, flexible, professional, efficient, creative, uncompromising
- 15. Workshop the desired Positioning Statement Cake Lingerie Celebrating Motherhood
- 18. Your Website Direct /Ads Email Social Media Search Referral/WOM Your web site is your most important marketing tool..
- 19. Put Yourself in the Seat of the Searcher Good SEO
- 21. Don’t Burn your $$$
- 22. A good web site Highly visible contact details Lot’s of relevant content Tool to capture contact details Blog to engage potential clients
- 23. Defining the goal of your site
- 30. Database/CRM tools Software as a service solutions Good for small number of users Customisation can be minimal
- 33. Happy Marketing! www. twitter.com/marketingangels www.facebook.com/marketingangels 70% off for SBS until 1 st Oct. $11.95 normally $39.95 DIY Marketing planning workshop Syd – 29 th Oct
Editor's Notes
- Now is a good time to just pull out your business card.... Take a bit of a look at it and think about whether it works hard enough for your business. Does it somehow imply or say what you do. Does it reflect what your customers say about your business. Does it somehow say or imply how your different. Does it say what people want to hear? Does it speak into some kind of need or listening?
- Defining your target markets is critical to developing a strong brand. You need to segment each type of target. For example if you are targetting businesses with your product. You might have small businesses, corporates, and govt all as target markets. They each will have very different characteristics, different needs and different motivations. Therefore you’ll need to develop different messages for each of them. Making your brand and marketing messages more effective in each market.
- The tool we use is called a Brand Pyramid. The brand pyramid works as a blue print for all of our communications going forward. We know what we need to say when: we’re talking about the company = attributes When we’re talking about the benefits of the product or service – functional benefits How we want people to feel = Emotional rewards Who we’re talking to/what they care about = Values And what we need to portray about the business (often informs flavour or tone or communications) = personality or brand values What the values of that customer are. The Pryamid helps us develop the overall brand essence of the business. This is what people buy into that’s bigger than the product or service and it’s what makes the people you work for every day get out of bed, beyond their pay check.
- So once we’ve done that we need to make sure the positioning works. The business needs to follow through with their actions. If for instance you are AVIS and who promise to “try harder” – this needs to be obvious at each “moment of truth” your customers have with your brand!