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