Marketing Unzipped Fall 2013 Presentation

Marketing Unzipped

MARKETING UNZIPPED PRESENTS:

Design + Strategy = Successful Branding

What IS Branding?

Logo? Slogan?

Branding is the business of managing

public perception.

EarnTRUST

1. Identify and meet your customer’s expectations


2. Cultivate loyalty


2. Cultivate loyalty3. Encourage word-of-mouth

referral


2. Cultivate loyalty3. Encourage word-of-mouth

referral

RESULT: BRAND ADVOCATES

5 Steps to Successful Branding

1 Differentiate


• Who are you?

• What do you do?

• Why does it matter?

Five Steps to Successful Branding

1. Differentiate2. Collaborate


Collaborative Models

• Hire a large branding firm(effective, but expensive)

• Staff an internal team (only if organization can afford to secure the best talent)

• Create an integrated team (internal staff + outside experts = excellence)


1. Differentiate2. Collaborate3. Innovate



1. Differentiate2. Collaborate3. Innovate4. Validate


ARE YOU LISTENING?

ARE YOU LISTENING?


• Differentiate• Collaborate• Innovate• Validate• Stay Flexible


Visual Variety

How is Your Brand Doing?

Moving Your Brand Forward

Phase One –Brand Strategy review–Ask the tough questions–Analyze your data –Make an informed plan that’s right

for you

Phase Two: Art Creation

Phase Two Innovate and execute through media channels

Rebranding Case Study: CBM

Moving ForwardThe Five Steps to Successful Branding1. Differentiate2. Collaborate3. Innovate4. Validate5. Stay Flexible

Merge business strategy and creative execution

to assure branding success.

SEO: Getting Found On the Web

Search Engine

OptimizationSEO is a series of adjustments done to the code of individual web pages to achieve a higher search engine ranking.

Look how quickly click-throughs decrease

SEO is a series of adjustments done to the code of

individual web pages to achieve a higher search engine

ranking.

Another way to look at it



ranking.

How do you get on

page 1?

Keyword Research

You want to use terms that your clients use to look for your services, not the industry terms you use every day.

Keyword Research

Keyword Term Competition Level # Searches/30 days

Small business coach Very high 1,000

Small business coaching Very high 1,600

Small business consultant Very high 4,400

Keyword Research



ranking.

Keyword Term Competition Level

# Searches/30 days

Insulated window unit No competition 0

Insulated windows Very high 2,400

Insulated window Very high 22,200

Insulated glass Very high 33,100

Thermal window Very high 110,000

Now work can begin

• Copywriter

• Web Developer

•Meta tags

•Logo and company colors

Wait a minute …

What’s a meta tag?

Website’s launched!I’ve built it … Now they will come.

Other Search Engine

Optimization

Techniques•Directory Listings•Newsletters•Articles or Blogs•Social Media

Directories

Newsletter

Articles

Social Media

And finally:

Google AnalyticsGoogle Analytics is code that is put on

every page of your site to track:

• number of hits

• where hits come from

• what keywords are driving traffic

• which pages are the most popular

Communicate Like a Pro

A Formula for Success with Business Writing

Image by Market Like a Chick

Hmmmmm . . .

Does your story have legs?

Six Questions Your Story Needs to Answer

Who

What

Where

When

How

Why

“The Cyber Strike Co. of

Sharon, MA, has recently

launched the new Fight Back

Software. This software

package is designed protect

nuclear weapons manufacturers

from attack by dangerous computer viruses.”

“Nuclear weapons

manufacturers now have

a powerful new weapon

in the fight against infec-

tion by dangerous com-

puter viruses: the Fight Back Software Program

from the Mansfield, MA-based Cyber Strike

Company.”

Use the ‘inverted pyramid’ style of writing

What happened and to whom?

Why is it important?

Where did it happen?

When did it happen?

How did it happen?

Quote from source

Future plans

“I am a great writer. I think so. I am sure you will too,” says Melody Howard Ritt of the Marketing Unzipped collaborative.

“Melody is a fantastic marketing writer. She's handled numerous campaigns for my company, Print Buyers International (PBI), for over a year, and it's wonderful to have such a skilled professional writer helping promote my firm's events and other products,” said PBI President Margie Dana.

Spice up your story with a quote

With a nod to his family’s Westwood ties and Oak Hill Nursery’s more than 50-year history, Todesca chose the name AJT Supplies at Oak Hill Nurseries for the new venture, and is embedding the past into its future. “People will recognize the building,” he says. “The shape is the same. The greenhouse is the same as it was, but there will be a nice combination of the old and the new.”

http://www.ajtsuppliescom/

Do you know when to use…

• Its – It’s

• Their – There – They’re

• Who – Whom

• Effect – Affect

• That – Which

• Can – May

• Disinterested - Uninterested

GLOBAL PRINT MONITOR

Home Blogs Printing

DITCH THE COMPUTER AND JOIN THE REAL PRINT INDUSTRY PROS AT THE 7TH ANNUAL PRINT & MEDIA CONFERENCE, OCTOBER 8TH - 10TH

An all-star cast of industry experts will be lining up to present at the 7th Annual Print & Media Conference this October 8th – 10th at McCormick Place in Chicago.The annual program, hosted by Print Buyers International (PBI) President and founder Margie Dana, is the leading source of relevant, interactive education for people who purchase, design for, or market with print. It brings together experts in graphic design, digital printing, print production, color management, sustainability, specialty graphics, and more to explore the fast-changing role of print in the digital age.The two-day Conference proper, plus first-ever half-day Color Management Workshop on Monday, October 8th, will be held just steps away from Graph Expo. It will feature 15 high-interest educational sessions led by 17 renowned speakers who specialize in the creative, technical, and practical aspects of purchasing, designing for and marketing with print.

Topping the roster will be new personalities plus returning favorites, including:· Digital printing guru and world-renowned speaker and author Frank Romano· Digital strategist and marketing pro Andrew Davis· Creative visionary and Sappi Fine Paper North American ETC Print & Creative Manager Daniel Dejan· Color management consultant and Cal Poly Professor Brian Lawler· Landscape photographer and Adobe Creative Suite specialist Taz Tally

Rounding out the program will be daily Brainstorming Sessions led by Dana and a pair of interactive panel discussions led by senior print buyers and service providers – selected from Conference sponsors."No other live or online program offers the depth of information and the quality of interactions you'll enjoy at the 7th Print & Media Conference," Dana explains. "This Conference is the only place where like-minded professionals come together to share experiences and explore new ideas. When you interact with people who share your interests and understand your concerns, you naturally dig deeper, think deeper and make deeper connections. It's what makes this program such a valuable resource for people who purchase, design for or market with print.”

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News Article

Tweets

Bringing It All Together With Social Media

Old Habits Are Hard To Break

Show Up

Comments?

Reply & Respond

Build Relationshi

ps

“Social networks aren’t about

websites. They’re about experience

s.”

Mike DiLorenzo, NHL social media marketing director

For more information on Marketing Unzipped, contact any of us.

Cathy Copeland: Branding & Creative Direction

[email protected] Bentley: SEO and Web Design

[email protected] Howard Ritt: Business Communication

[email protected] Vondenbrink: Social Media

[email protected]

Marketing Unzipped Fall 2013 Presentation

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Transcript of Marketing Unzipped Fall 2013 Presentation