What are gorillas doing right?
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Transcript of What are gorillas doing right?
What are the Gorillas doing right?What are the Gorillas doing right?
Internal Door Replacement Company (IDRC) Franchisee SeminarSaturday, November 5, 2005Speaker: Lauris Halladay Lauris Media
Copyright Lauris Halladay 2005. This work is the intellectual property of the author. To disseminate otherwise or torepublish for commercial, non-commercial, and/or educational purposes, requires written permission from the author.
What we’What we’ll coverll cover
Traditional Branding Traditional Branding Direct Response MarketingDirect Response MarketingThe Fusion PhilosophyThe Fusion PhilosophyGorilla TacticsGorilla TacticsTestingTestingTracking & Monitoring ResultsTracking & Monitoring ResultsPossible Media OptionsPossible Media OptionsConclusionsConclusions
What’s branding?What’s branding?
Is it a perception?Is it a perception?
Is it an image?Is it an image?
Is it a relationship?Is it a relationship?
Is it an awareness?Is it an awareness?
Branding is….Branding is….
A perceived promiseA perceived promise– Of value for your product or serviceOf value for your product or service– That it’That it’s superiors superior
An image with results to matchAn image with results to match– Results that need to be consistently exceededResults that need to be consistently exceeded
What you want to be known forWhat you want to be known for– The combination of your business values and The combination of your business values and
products that make it uniqueproducts that make it unique
How to build your brandHow to build your brand
Promote your strengthsPromote your strengths– ContinuallyContinually
Keep it simpleKeep it simple– Focus on key valuesFocus on key values
Believe in itBelieve in it
Meet & exceed what your Meet & exceed what your brand promisesbrand promises
Branding’Branding’s Benefitss Benefits
PositionPositions your product & service in s your product & service in superior waysuperior wayProvides a powerful identity Provides a powerful identity Positive brand images enhance sales & Positive brand images enhance sales & improve bottom line resultsimprove bottom line results– Creates customer loyalty & referralsCreates customer loyalty & referrals– Prospects are pre-soldProspects are pre-sold– Less sales time and efforts involvedLess sales time and efforts involved
Without one, your competitors will pass Without one, your competitors will pass you by.you by.
Direct Response MarketingDirect Response Marketing
It’It’s a tactical call to actions a tactical call to action
It’It’s a lead generators a lead generator
It’It’s a specific offers a specific offer
It’It’s sellings selling– Sales generally don’Sales generally don’t need a “brand”t need a “brand”
– Sales-dependent companies perish without salesSales-dependent companies perish without sales
It feeds the bottom lineIt feeds the bottom line
Benefits of Direct Response modelsBenefits of Direct Response models
Highly measurableHighly measurable
Immediate ROIImmediate ROI– AccountabilityAccountability– Predictability of expenditures & Predictability of expenditures &
lead volumeslead volumes
More targeted than brandingMore targeted than branding
Cost effectiveCost effective– Ad dollars converted to revenueAd dollars converted to revenue
FlexibleFlexible– Media is continually manipulated Media is continually manipulated
for best ROIsfor best ROIs
The Fusion Approach The Fusion Approach Merge branding with direct responseMerge branding with direct response
Integrate branding and direct response Integrate branding and direct response advertisingadvertising– Blend all branding themes into sales Blend all branding themes into sales
generating advertisinggenerating advertising
Benefit by building your brand while:Benefit by building your brand while:– Building customer leadsBuilding customer leads– Increasing sales & revenuesIncreasing sales & revenues– Exceeding growth projectionsExceeding growth projections
Market your brand marketingMarket your brand marketing– Use brand images in your advertisingUse brand images in your advertising– Cross promote themCross promote them
What the gorillaWhat the gorillas know…….s know…….
EconomizingEconomizing– Is result and not cost drivenIs result and not cost driven
Test first on small scaleTest first on small scale– Do your researchDo your research– No fear of failure No fear of failure
Commit to a planCommit to a plan– ““A goal is just a wish without a plan”A goal is just a wish without a plan”
Be patientBe patient– Investments take time, instant results Investments take time, instant results
are rareare rare
Gorilla Marketing Ideas Gorilla Marketing Ideas (when you have limited ad budgets)(when you have limited ad budgets)
Company trucks/vansCompany trucks/vansLawn signs /postersLawn signs /postersDoor knockersDoor knockersWord of mouthWord of mouthCommunity involvementCommunity involvementTrade ShowsTrade ShowsFairs/local eventsFairs/local eventsBarter/tradeBarter/tradeCo-oping/couponingCo-oping/couponingWhile they’re on hold….While they’re on hold….
Web/online marketingWeb/online marketingContests/sweepstakesContests/sweepstakesBill stuffersBill stuffersEmailed newslettersEmailed newslettersFree consultations/samplesFree consultations/samplesSeminars/clinicsSeminars/clinicsDirect mail/postcardsDirect mail/postcardsTestimonialsTestimonialsGifts/ad specialtiesGifts/ad specialtiesOnline articles/columns/blogsOnline articles/columns/blogs
Testing is KeyTesting is Key
Saves dollars and timeSaves dollars and timeIdentifies needed correctionsIdentifies needed correctionsProvides blueprint for better resultsProvides blueprint for better results– Failure is just an opportunity for future successFailure is just an opportunity for future success
Possible test considerations:Possible test considerations:– types of media or mixestypes of media or mixes– effectiveness of media or strategieseffectiveness of media or strategies– creative approaches or ad sizes/lengthscreative approaches or ad sizes/lengths– scheduling or geographic footprintsscheduling or geographic footprints– spending levelsspending levels
Tracking & MonitoringTracking & Monitoring Your work has just begun…..Your work has just begun…..
What you think may not be what you’re gettingWhat you think may not be what you’re getting
Track & monitor your responsesTrack & monitor your responses– Do your response levels meet projections?Do your response levels meet projections?– Are you generating qualified leads?Are you generating qualified leads?– Are you closing your leads?Are you closing your leads?
Do your mathDo your math– What is your ROI?What is your ROI?– What adjustments are needed?What adjustments are needed?
Make improvements on Make improvements on learned resultslearned results
Possible Media OptionsPossible Media Options
Choice of media depends on creative needs.Choice of media depends on creative needs.– Must it be demonstrated?Must it be demonstrated?– Must it be read?Must it be read?
Choice of media depends on budgetChoice of media depends on budget
Choice of media depends on locationChoice of media depends on location
Choice of media depends on time frameChoice of media depends on time frame– How fast you have to start advertisingHow fast you have to start advertising
– How long you have to keep advertisingHow long you have to keep advertising
Media Options—T.V. & CableMedia Options—T.V. & Cable
Medium is sexyMedium is sexy– Sight, sound & emotionSight, sound & emotion– Excellent media vehicle to demonstrate a productExcellent media vehicle to demonstrate a product
Specialized programmingSpecialized programming– Cable networks offer selective audiences Cable networks offer selective audiences
Highly negotiableHighly negotiable– Time of yearTime of year
– Time of dayTime of day– StationStation
Delivers market reachDelivers market reach
Gorilla T.V./Cable TacticsGorilla T.V./Cable Tactics
Co-oping, partnering or taggingCo-oping, partnering or taggingDirect response or remnant buyingDirect response or remnant buyingZones or zip codes in cable.Zones or zip codes in cable.– Eliminates wasteEliminates waste– Concentrated targetingConcentrated targeting
Program content placementsProgram content placements– Home improvement shows/networksHome improvement shows/networks
Non-peak demand monthsNon-peak demand months
Media Options—Direct Mail & EmailMedia Options—Direct Mail & Email
Can be personalizedCan be personalized– To existing customersTo existing customers– To new prospectsTo new prospects
Geographic & production Geographic & production flexibilityflexibilitySelectiveSelective– Most targeted of all mediaMost targeted of all media– Minimal wasteMinimal waste
Response easy to measure Response easy to measure Good content = pass-along Good content = pass-along potentialpotential– Brochures, incentives, how-to’sBrochures, incentives, how-to’s
Direct mail & email gorilla tacticsDirect mail & email gorilla tactics
Start smallStart small– Test Test – Use incentives to increase listUse incentives to increase list
Continually polish offer Continually polish offer – Improve & experimentImprove & experiment
Cross promote with other media Cross promote with other media you’re usingyou’re usingMake it unique & appealingMake it unique & appealing– Colors, graphics, shapesColors, graphics, shapes– Eye catchingEye catching
Inviting call to actionInviting call to action
Media Options--OnlineMedia Options--Online
Allows for details in messagingAllows for details in messaging
Great for tracking ROIGreat for tracking ROI
Cost effective for multiple Cost effective for multiple messaging to prospectsmessaging to prospects
Great targeting optionsGreat targeting options– By location/geographyBy location/geography– By lifestyleBy lifestyle– By time of dayBy time of day
Captures mobile consumerCaptures mobile consumer
Gorilla Online TacticsGorilla Online Tactics
Develop a customized landing pageDevelop a customized landing page
Use incentives, coupons, giveawaysUse incentives, coupons, giveaways
Coordinate online with offline effortsCoordinate online with offline efforts– Cross promoteCross promote– Action generating creativeAction generating creative
Tracking codesTracking codes
Tweak your transaction processTweak your transaction process– Constant prospect conversion improvementsConstant prospect conversion improvements– Optimize, optimize, optimizeOptimize, optimize, optimize
ConclusionsConclusions
Build, maintain, and constantly polish your brandBuild, maintain, and constantly polish your brand
Fuse it with direct response tactics for best resultsFuse it with direct response tactics for best results
Test firstTest first
Zealously monitor & track resultsZealously monitor & track results
Tailor advertising to your market dynamicsTailor advertising to your market dynamics
Employ gorilla tacticsEmploy gorilla tactics
And have fun And have fun