Brandsformation with Leighton Broadcasting
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Transcript of Brandsformation with Leighton Broadcasting
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ClientsGilleland Chevrolet
Coborn’s
Miller Auto Plaza
The Boot Shack
Westside Liquor
Callan’s Furniture
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What’s your “elevator speech”?
(Answer these 2 questions)
Who are you?
Why should I do business with you ?
(You have 15 seconds to tell me your story before the door opens and I leave the elevator.)
Elevator Speech…
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Countervailing Forces
Marketing Forces(People Moving Toward Buying
Action)
Advertising
Promotion
Personal Selling
Publicity – Price
User Recommendation
Product Display
Communication Process
Competition
Memory Lapse
Sales Resistance
Transfer - Death
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Why Customers Quit 1% Die
3% Move Away
5% Other Friendships
9% Competitive
14% Product Dissatisfaction
68% Quit because of attitudes of indifference towards customers by some employee
Most businesses will grow faster by
keeping more of their current
customer!
“It’s more cost effective to keep a customer, than it is to get a new
one.”
Source: U.S. News and World Report
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We are exposed to thousands of advertising messages each day!
5,000How will you break through? How will you reach
potential consumers?
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2. Media Mix Up:
Reduce the impact of ad budget by trying to do too much?
How many cups are you trying to fill?
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1. Key Question:
$ ?
Spending ad dollars without knowing how you will
measure results (ROI)?
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Price/Values
•Is your price right for value received?
•Is your price competitive?
Your Business
•Quality Products•Location•Reputation•Service•Delivery•Financing•Parking•Business Vitality
Merchandising
•Cleanliness•Attractiveness•Display•Lighting•Items Properly Marked
•Orderly•Timely
Personal Selling
•Product Knowledge
•Suggest Selling•Product Benefits•Sincere•Helpful Attitudes•Cheerfulness•Smiling•Dress•GroomingSource: Harvard Business School
Marketing BridgeAdvertising
•Proper Medium
•Quantity•Consistency•Planning•Timeliness
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BrandsFormation System
Strategy (Mortar) What your business is
known for Strategy Based Message
(Bricks) Must be Differentiating Idea
& Reason to Buy Dramatize your D.I. Bricks build the foundation
of your business and tell your story
Consistency In all your media Years vs. sporadic weeks
Dominate Frequency 3.0 or higher
Chuck Mefford Founder of BrandsFormation
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Developing a Marketing Strategy Mortar: elements
that are present in EVERY ad. Examples: Consistent
Voice & Music Bed, Strategy and Strategy Based message.
Leadership “Bricks: each reason
that your potential clients should do business with you is ONE brick. Think of each brick as an ad…
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CompetitionLadder:
What position do your competitors own in the minds of the public?
What are they known for?
What percent of the market do they own versus you?
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“You’re in good hands with......” Allstate Insurance “Have it your way.” Burger King “M’m! M’m! Good! M’m! M’m! Good!” Campbell’s Soup “Fifteen minutes could save you more than 15% Geico Insuranceon your car insurance.” “Melts in your mouth, not in your hand. M & M’s “Good to the last drop.” Maxwell House Coffee
Advertising Slogans: How good are they?
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Recommended Marketing Books…