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TRANSCRIPT
HROFFICE USER CONFERENCE 2005
Marketing 101
Deanna FultonMarketing & Business Development
Image Ink Studio
HROFFICE USER CONFERENCE 2005
An Introduction to Marketing
Vision
Mission
Brand Statement
Look
Measurable Results
HROFFICE USER CONFERENCE 2005
Who Has What?
Vision/Mission
Strategy Defined
Target Demographics
Competitive Intel
Brand
Company Name They Like
HROFFICE USER CONFERENCE 2005
A, B, C’s of Marketing
A. Do You Know What Marketing Is?
B. Do You Need Marketing?
C. Are You Ready to Start Marketing?
D. Are You Committed to Following Through?
E. Do You Know Your Audience?
HROFFICE USER CONFERENCE 2005
“Sam-I-AM”
Know the Company / Product or Service
Evolving from Vision to Deliverable
Going to Market
Promoting it to the Target Audience
HROFFICE USER CONFERENCE 2005
What is Marketing?
Two Basic Components of Marketing
Product Marketing
Marketing Communication
HROFFICE USER CONFERENCE 2005
Start Defining Strategy
A common marketing faux pas is starting with answers,
rather than asking strategic questions
HROFFICE USER CONFERENCE 2005
Strategy Variables
Startup Versus Established Company
Positioning for Public or Private
Investors
Cash Burn
Timeline
Who Should Oversee the Effort?
HROFFICE USER CONFERENCE 2005
Cue It Up
Business Objectives
Needs Assessment
Strategy
Budget
Human Resources
Skill Assessment
HROFFICE USER CONFERENCE 2005
Development
Marketing Can Get Very Expensive!!!
Be strategic with the order you implement the marketing program
Try not to jump directly to sales promotion
Establish brand basics
Start small with targeted programs
HROFFICE USER CONFERENCE 2005
All in a Days Work - Staffing
First:
Executive type decision maker in charge
Later:
Marketing staff with direct communication with leadership
HROFFICE USER CONFERENCE 2005
Try It On!
Try on Your Marketing Style First
Consultants
Outside Vendors
Focus to Start:
Overall brand programs with single product or service
“I do not like it in a box. I do not like it with a fox…”
HROFFICE USER CONFERENCE 2005
Marketing Campaign Wisdom
Sit With the Concepts
Talk Through Your Audience Perception
If Possible, Talk With Your Audience
Follow Your Gut
“Sam, if you will let me be, I will try them. You will see.”
HROFFICE USER CONFERENCE 2005
Be a 3 Year Old
Question It All!!
The Premise
The Differentiators
The Timing
HROFFICE USER CONFERENCE 2005
What’s In a Story
Strategically Create the Brand Experience
Story: Brand Statement, Messaging, Vision, Mission Statements
Look: Name, Logo, Color Palette
Standards: Brand & Graphic
HROFFICE USER CONFERENCE 2005
Action Brand Plan
Let the Story Unfold
Competitive Research & Analysis
Marketing Plan
Elevator Speech, Tagline
Tactical Roadmap
HROFFICE USER CONFERENCE 2005
Now You Are Getting Brand Equity
Buy-in to your brand comes through the brand story,
consistency and persistence, pepper this with creativity
and you have it
“Ok, I will try your Green Eggs & Ham, but I know
I won’t like them Sam I AM”
HROFFICE USER CONFERENCE 2005
Important Factors of Brand Equity
Consistency
Trackable Results & ROI
Business Objectives Aligned with Programs
Keep it Fresh and Flexible
Leverage What Works, Drop What Doesn’t
HROFFICE USER CONFERENCE 2005
Where is Your Money Going?
The most expensive aspects of marketing are research
and outward facing programs
Leverage Your Brand
Create Targeted Campaigns
Keep the Programs Vibrant and Content Fresh (Especially Websites)
HROFFICE USER CONFERENCE 2005
Q & A
Deanna FultonMarketing & Business Development
Image Ink Studio
425.885.7696 • [email protected]