marketing unzipped fall 2013 presentation
DESCRIPTION
Your branding, website, search engine optimization, business communication, and social media are all interconnected. Learn more about these four facets of your businessTRANSCRIPT
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Marketing Unzipped
MARKETING UNZIPPED PRESENTS:
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Design + Strategy = Successful Branding
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What IS Branding?
Logo? Slogan?
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Branding is the business of managing
public perception.
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EarnTRUST
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1. Identify and meet your customer’s expectations
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1. Identify and meet your customer’s expectations
2. Cultivate loyalty
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1. Identify and meet your customer’s expectations
2. Cultivate loyalty3. Encourage word-of-mouth
referral
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1. Identify and meet your customer’s expectations
2. Cultivate loyalty3. Encourage word-of-mouth
referral
RESULT: BRAND ADVOCATES
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5 Steps to Successful Branding
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1 Differentiate
5 Steps to Successful Branding
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• Who are you?
• What do you do?
• Why does it matter?
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Five Steps to Successful Branding
1. Differentiate2. Collaborate
5 Steps to Successful Branding
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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)
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Five Steps to Successful Branding
1. Differentiate2. Collaborate3. Innovate
5 Steps to Successful Branding
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Five Steps to Successful Branding
1. Differentiate2. Collaborate3. Innovate4. Validate
5 Steps to Successful Branding
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ARE YOU LISTENING?
ARE YOU LISTENING?
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Five Steps to Successful Branding
• Differentiate• Collaborate• Innovate• Validate• Stay Flexible
5 Steps to Successful Branding
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Visual Variety
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How is Your Brand Doing?
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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
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Phase Two: Art Creation
Phase Two Innovate and execute through media channels
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Rebranding Case Study: CBM
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Moving ForwardThe Five Steps to Successful Branding1. Differentiate2. Collaborate3. Innovate4. Validate5. Stay Flexible
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Merge business strategy and creative execution
to assure branding success.
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SEO: Getting Found On the Web
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Search Engine
OptimizationSEO is a series of adjustments done to the code of individual web pages to achieve a higher search engine ranking.
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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.
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Another way to look at it
SEO is a series of adjustments done to the code of
individual web pages to achieve a higher search engine
ranking.
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How do you get on
page 1?
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Keyword Research
You want to use terms that your clients use to look for your services, not the industry terms you use every day.
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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
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Keyword Research
SEO is a series of adjustments done to the code of
individual web pages to achieve a higher search engine
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
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Now work can begin
• Copywriter
• Web Developer
•Meta tags
•Logo and company colors
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Wait a minute …
What’s a meta tag?
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Website’s launched!I’ve built it … Now they will come.
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Other Search Engine
Optimization
Techniques•Directory Listings•Newsletters•Articles or Blogs•Social Media
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Directories
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Newsletter
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Articles
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Social Media
And finally:
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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
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Communicate Like a Pro
A Formula for Success with Business Writing
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Image by Market Like a Chick
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Hmmmmm . . .
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Does your story have legs?
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Six Questions Your Story Needs to Answer
Who
What
Where
When
How
Why
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“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.”
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“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.”
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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
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“I am a great writer. I think so. I am sure you will too,” says Melody Howard Ritt of the Marketing Unzipped collaborative.
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“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
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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.”
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Do you know when to use…
• Its – It’s
• Their – There – They’re
• Who – Whom
• Effect – Affect
• That – Which
• Can – May
• Disinterested - Uninterested
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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
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Tweets
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Bringing It All Together With Social Media
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Old Habits Are Hard To Break
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Show Up
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Comments?
Reply & Respond
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Build Relationshi
ps
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“Social networks aren’t about
websites. They’re about experience
s.”
Mike DiLorenzo, NHL social media marketing director
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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