Down economy?Focus on your audiences

Down economy?Focus on your audiences

Governor’s Conference February 24, 2011Governor’s Conference February 24, 2011

What do they want from you?

a surprise … quick, simple, easy …

a story … see at a glance … talk to me

WIIFM

a surprise … quick, simple, easy …

a story … see at a glance … talk to me

WIIFM

Building a brand

What’s unexpected?

Surprise me!Surprise me!

It’s just a garbage truck

Or it’s a WOW truck!

What’s in it for me? Get to the point!

I get it!I get it!

What’s in it for me? Looks easy, simple!

What’s different?

Tell me a storyTell me a story

Before, the competition … and their “before” box

After, differentiate on the shelf, natural look, entice

After, tell a story, build character

Be relevant to the audience

Engage meEngage me

Before … long text, formal layout, small pictures

After … bright, engaging, visual, consistent

Sense of place, big pictures

Maintain consistency

Who are you?Who are you?

Before … old name, old logo … transformed

After … visible, consistent, recognized

After … information, communication, entertainment

Narrow your focus by branding

A brand is focused

A brand is focused

The Starbucks brandA brand becomes more than a cup of coffee …“let’s get a Starbucks”

It’s about the experience, the total of all elements

The Apple brandA brand builds an emotional connection …people who share the story … an expectation of a specific interaction and experience

The Nordstrom brandMany products, services and locations under one idea and a brand that creates loyalty

Why brand?

Why does a brand work?Why does a brand work?

CLARITYCLARITYToo many Too many choiceschoices

A brand helps your audiences choose

VISIBILITYVISIBILITYBe seen and recognized

A brand creates recognition

VALUEVALUEHigher

perceived value

A brand makes you more competitive

“A brand means the difference between selling a white T-shirt for $10 and selling a white T-shirt with a Nike logo on it for $20.”

Debbie Kennedy Brand Oregon

““A brand means the A brand means the difference between difference between selling a white Tselling a white T--shirt shirt for $10 and selling a for $10 and selling a white Twhite T--shirt with a shirt with a Nike logo on it for Nike logo on it for $20.$20.””

Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon

SAVINGSSAVINGSConsistency means

more impact

A brand gives you more impact

Perception is reality• You have a brand whether you’re

managing it or not

• Your brand is what people think it is

• Communicate clearly from your audience’s point of view

• Create a brand that is visually appealing and memorable

Target audiences

Do you know your audiences?• Everyone you must connect with?

• What do they expect from you?

• Speak in their language; be clear and concise (no acronyms!)

• Understanding the generations helps you choose the right media

Connect with your audiences

each generation is different

each generation is different

Building a brand

Four generations to address

The Silent Generation –1925 to 1945 The Boomers – 1946 to 1964

Gen X – 1965 to 1977 Gen Y – 1978 to 2000

Four generations to address

Reliable, formal, low-tech, traditional media, mentoring,

take the time to read and visit

70% of nation’s wealth, time-starved lifestyle, must look and feel good while aging, career-focused

Self-reliant, results instead of process, savvy and cynical

consumers, technology adopters, less career-focused

Smart, tech-savvy, idealistic, girls are equals, want to contribute, multi-taskers, want authenticity, family-oriented

communicate your value

not just what you do

communicate your value

not just what you do

It’s about value

Think about why instead of what• Why do they need to connect with you?

• What purpose do you serve?

• Avoid just listing the “stuff” you do

• Consider their perspectives –businesses or individuals, families or retirees

Your purpose and what you offer

Identify how you’re different• What is expected or assumed?

• What else is available to your audiences?

• What are your “hot buttons”?

• Where are the “wow” responses or results?

Differentiate

What benefits do you provide?• What need do you fill? (WIIFM)

• What value/benefits do you offer?

• Use the “so” test to find benefits

• Define, in your audience’s terms, your value

Audiences and benefits

You will see all the messages and tools, your audience won’t

• Consistency reinforces your position• Visually connect all contact points,

from website to mailings to office environment to stationery to displays, Emails and brochures…

Contact points

Understanding your audience• Makes each communication more

effective• You’ll provide what your audience needs

to make a choice• Each point of contact must build the

message and brand

Build your brand

Building your brand• Will create better recognition • Will focus your message on value• Helps you stand out • Creates bigger results for all of your

marketing

Build your brand

Questions?Questions?

Jennifer Larsen Morrow President Creative Company

Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company