mount pleasant business association lunch and learn : march 22, 2016
TRANSCRIPT
“Marketing (and branding, and PR), is (are) remarkably simple:
You figure out whom you want to sell to, and then you determine
how you are going to get them to buy.”Paul Brown
John Park• 10+ years in marketing & advertising• Traditional to interactive• Copywriter to Creative Director
(NB: Marketing and PR are what a company does with that branding.)
Learning French : Branding ::
Giving a speech in French : Marketing
&important because every business needs to connect with humans,
Branding is
humans are wired to respond to humanity.
Good business isn’t good brandingGood Business
Financial healthGood processesResearch & Strategy
But nobody thinksthis
when they seethis
Good business isn’t good branding
Exercise makes you a better person.Nike makes you a better athlete.I should buy Nikes and run more.I feel motivated and inspired now.
When people see “ They think:
Behind every great brand is a playbook
○ Brand Character○ Brand Voice○ Logo System○ Messaging Hierarchy
Things you can do today!
❏ Create your Mission/Vision Statements : What does your organization do? What do you want to be known for?
❏ Determine Your Positioning: What makes you better than the competition?
❏ Set Your Buyer Personas: What do you know about your target market and their buying habits?
❏ Craft Messaging: What do you want to communicate to the marketplace?
Meredith SiemensMeredith Siemens joined South Carolina Federal Credit Union in 2013 and serves as Executive Director, Public Relations and Communications. Meredith manages internal and external brand image, corporate citizenship initiatives and advocacy efforts on behalf of the $1.4 billion credit union.
Prior to joining South Carolina Federal, she oversaw marketing efforts for the economic development agency, GLI, in Louisville, Kentucky. While at GLI, she managed corporate communications for business attraction, financial incentives and the “Possibility City” brand. Meredith also owned a boutique PR firm, Red Horse Publicity, served as editor of Where international travel magazine and directed marketing for Saks Fifth Avenue in Charleston.
Meredith is actively involved in a number of organizations within the community, including the Metro Chamber of Commerce, of which she is a 2014 Leadership Charleston graduate, Women’s Leadership Council and Infrastructure Taskforce member. She is part of the 2015 class of the Charleston Regional Business Journal’s 40 Under 40, active within Be a Mentor, Spoleto SCENE, March of Dimes Executive Leadership Team and Junior League of Charleston.
Your Mom, the Marketer
1. It’s a Small World Afterall2. Mind your Manners 3. People Like You For You
Josh Silverman
Josh Silverman is the Founder of Jericho Inc., a small business management firm, and 4th Wall, a contemporary gallery and event space in Charleston. He began his career in entrepreneurship as a teenager, having been influenced by generations of family business owners, and became a professional business advisor in 2001. Josh has worked with hundreds of small companies on growth strategies, capital raises, sales & marketing, as well as product development and distribution. Josh also serves as the Managing Director of the Lowcountry Angel Network, a group of accredited investors who meet regularly to evaluate and invest in innovative startups in South Carolina that have the potential to transform and disrupt markets.
Effective Communication
Brand = The Sizzle Marketing = The Thing PR = The Playbook
www.jericho.bizS
ALE
S
Types of Public Relations
Direct
Specific audience
- Newsletters- Email Lists- Your Website- Hosting Events- Public Speaking- “Social Media”
Indirect
Broader Audience
- News articles- Quotes as “expert”- Advertising- Direct Mail- Sponsorships- Social Media
Internal
Stakeholders & Staff
- Communicates changes and values
- They can express your goals clearly
- Feedback loop- Accountability
www.jericho.biz
Step 1Customer Analytics
Who is your Audience?
Segmented Customer List
Your CRM or Database
Google Analytics
Social Media Sites (LinkedIn, Facebook)
Customer Responsiveness & Surveys
Your Customer Wishlist
Step 1Customer Analytics
What did we realize?
Our Ideal Customer:
- Small Business Owner- Less than $5M in revenue- Less than 35 employees- Likes collaboration- Growing company- Cost conscious- Within 100 miles of Charleston- Has been in business for 2+ years
What We Learned:
- About 50/50 Male/Female- More interested in profiles than
business news- Responds better to direct contact- Prefers email over social media- Does not buy online- Wants bite sized information
Research
Gather new lists of potential prospects
Inquire
Meet writers, bloggers and industry veterans and get them as advocates
Format
Break up your marketing into different topics and types of media
Prepare
Make sure your staff and your site are ready to gather responses
Test
A/B Testing, trial & error will point the way and enhance your knowledge
Step 2: Test the Sizzle
Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.
- Abraham Lincoln
www.jericho.biz
Three C’s Defined:
Consistency = Find out when they want PR, and go to your audience on a regular schedule
Creativity = Be bold enough to be noticed
Co-Dependency = PR doesn’t exist without a clear brand and the marketing materials that matter
www.jericho.biz
THANK YOU
Josh SilvermanJericho, Inc
(843) [email protected]
@jerichoadvisors
@4thwallchs or www.4thwallchs.com
www.jericho.biz