Paul FriederichsenBrands to Marketplace
What are you really saying?
Creating Effective Marketing Communications
First … What is your “Why”
#TBMS14
What your “Why” isn’t
• Who = About you
• What = About your product or service
• When = Time
• Where = Location(s)
• How = Process, advantages, formulas
#TBMS14
What your “Why” is
• It’s why your brand exists
• It’s your brand promise
• It’s what your competitors aren’t
• It’s what your customers want or need
#TBMS14
“Why” examples
• The “third place”
• Lowering the cost of living
• Being “bad” and getting away with it
The Marketing Inverted Pyramid
#TBMS14
The Marketing Inverted Pyramid
#TBMS14
You can’t miss this …
#TBMS14
• Nothing else matters• Launch or re-launch• Dangers: Poor positioning or poor
media• Website, SEO, PPC, YouTube
#TBMS14
• Narrowing of choices• Message frequency, SEO important• Facebook, Twitter, Blogging
#TBMS14
• First time purchase or sampling• The higher the price point, the more
“Reasons to Believe”• 80% of final decisions are at POS• Facebook, Twitter offers
#TBMS14
• Consistent delivery of product• Remind by sustaining messages,
offers• PR and social are excellent strategies
#TBMS14
• Harnessing “WOM” power• All social platforms are maximized• Get to know your advocates and
clone them
#TBMS14
Summary
• Do I have a “Why” for my brand?
• Does it have sufficient awareness?
• Have I made a strong case for it?
• Is there a reason to try it?
• Can my brand live up to expectations?
• Am I reinforcing purchase behavior?
Q&A
Thank you