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Branding is the process of creating an identity and differentiation for our company/products. In doing so, we maximize the company’s value separately the shareholders (which, after all, it the ultimate purpose of any company). Value is measured both in terms of revenues and profitability, as well as in terms of the company’s perceived value – the brand. As opposed to the widespread belief that we must advertise an image to build a brand, and to advertise a price or product to generate sales, all marketing activity should be designed to create sales and build the brand at the same time. In this lecture, we will discuss the following issues: • The five basic elements at the heart of building and positioning a brand. • Creating a marketing activity plan that works to establish the brand and sales at the same time. • How do you leverage the brand to secure leads? • How can you use existing customers to strengthen the brand, on the one hand, and drive future sales on the other hand?
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Branding your start up to increase sales
מרכז הצעירים חיפהJanuary 2014
Hayut Yogev
Topics
Marketing and what Branding means The 5 most significant elements in branding Interlocking branding & sales
The marketing definition and what Branding means
Every business goal is to maximize its value for its share holders
The brand (& company) perceptionGenerating revenues and profit
Marketing means to see things from the customer’s point of view – for he has the money we want
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Alon
Marketing is a conflict of perception in the potential customer’s mind
Customer’s acquisition stages pyramid
The 5 most significant elements in branding
Mapping the market and defining its boundaries
Establish identity & differentiate the product
Building the brand
Expose and build awareness both to the product and to the brand
Monitoring and Control
Interlocking branding & sales
“By failing to prepare, you are preparing to fail.”
― Benjamin Franklin
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להגדיר מטרות ויעדים
לזהות איפה נמצא הלקוח )כל אחד מקהלי היעד אותם הגדרנו
כפוטנציאלים(
להחליט על הערוצים וכלי התקשורת השיווקית
לתכנן את הקמפיינים והנושאים הרלוונטיים ללקוחות
למצוא את הספקים הרלוונטיים
להכין את החומרים להשקה \ פעילות המתוכננת
פגישת התנעה
Building the Marketing Activities plan
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פרסום און ליין
ניוזלטר
Gift card
PR
בלוגיםמגזינים
אינטרנטיים לעיצוב
Designers
Webinars
מיילרים
כנסAdobe MAX
Marketing activities
תמיכה במכירות
Social
1st week 2nd week 3rd week 4th week
Marketing Material /Website
Finalize product doc.New intro ppt for OperatorsNew intro ppt for partners New intro ppt forMediaUpdate one pager
Partners:Two-pagerNew website designMarketing Requirements Document
Partners: New post Whitepaper - capabilities Gather Journalists kit materials
Newsletter Newsletter:1) One PR2) One blog post
Towards Annual conference1) inviting customers and partners 2) inviting Analysts and journalistsContents: 2* Blog stories 1* Partner release
Exhibitions Annual market show kickoff- Find Giveaway - Show brochure- Consider potential partners for a mutual event at the show
Desgin and arrangments of Stand Generation of meetings with Customers of both type, partners & AgentsActivation of agents for meeting generation Activation of PR for meeting generation with Journalists & AnalystsGiveaways
Update on websitePresentores MeetingShow invitationsShow Business cards' design
Lead generation Find 2 potential content preparation partners in Europe
Lead Research in UK
Map Prospective Operators in 1 target markets in Europe.
Find 7 app developers for OperatorsBuy leads name list.
Contact 2 Operators in 2 target markets in Europe Find and contact 2 content providers
Social networks
Minimun 15 tweets per month:1) Articles2) Exhibitions3) Features4) Every PR5) Check out the news
Share a blog post on LinkedIn and start a discussionEffectivness questionable Start retweeting
Share a blog post on LinkedInUtilize Linked In for lead research Comment on 3 OTT related tweets/discussions
Share a blog post on LinkedInStart Discussions:1)2)
PRNew product PR
Looking for more ideas for releases towards the showdiscuss timing in light of newsletter, PR to contact 3 market leaders from list every month
TBD with PR TBD with PR
Blog
Customer Case studyPosts, a case study from PRGoals:Company one post per monthPR - one posts and one case studies per month
Operator's case study (PR) Company Post Guest post
Content preparation (?) Company PostCase study Guest Post
Company post - Companion devices guest post
Competative analysis Research websitesResrach WP
Compare offerings - differentiating factor
Marketing Monthly activities plan
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Execute the plan as scheduled
Make sure everything works as planed
Get involved! talk with your sales. Talk with your
Collaborations. Talk with your target customers.
Measure the results.
Implementing the Marketing plan
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Tvinci winning “Best TV Everywhere /Multi-Screen Service” at the CSI Awards 2013 at IBC
Always keep one step ahead…
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1. Be creative
2. Read. Learn. Follow.
3. Be aware to new marketing trends
4. Be innovative
Always keep one step ahead
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Thank You!
Email :[email protected]
Website :www.gaia-vsm.com
LinkedIn: http://linkd.in/1kRLZfq
Twitter: https://twitter.com/GaiaVSM
Meet up :http://bit.ly/1efMf8c
![GREEN BRANDING - BRAUN - DISSERTAÇÃO · Green Branding : design gráfico e a gestão de marcas de Ongs ambientalistas [manuscrito] / Jan Raphael Reuter Braun. – 2008. 144f. :](https://img.dokumen.tips/doc/110x75/600d566782f34a063322c145/green-branding-braun-dissertafo-green-branding-design-grfico-e-a-gesto.jpg)
