Marketing

Your New BusinessOklahoma Main Street Center

November Program Managers Training November 3-5 / Perry, OK

Overview Image and Branding

Logo Development

Web Presence

Advertising Campaign

Grand Opening

Image and Branding Image is Everything

Image Reputation Profile Public perception Directly ties to expectation – Set the bar high

Branding includes sharing your image with others so they also recognize who you are and what they can expect from you

Branding comes from telling your story What makes you special?

Image and Branding branding encompasses

Marketing Public relations Business plan Packaging Pricing Customers Employees

in one large cohesive presentation.

Image and Branding If branding is done correctly, it makes

the buyer believe and trust your product over your competitors.

"Branding is the reason why people perceive you as the only solution to their problem."

Rob Frankel, a branding expert and author of The Revenge of Brand X: How to Build a Big Time Brand on the Web or Anywhere Else

Image and Branding Establishing your brand

Clarity

Consistency

Character

Image and Branding Establishing your brand

Clarity

Should suggest something positive about the products or services you provide

Short, sharp, concise and easily remembered

Image and Branding Establishing your brand

Consistency

Maintaining a level of expectation

Telling the same story over and over and over

All correspondence MUST have the same look and feel

Image and Branding Business Cards:

Image and Branding Stationary / Invoices:

Image and Branding Signage:

Image and Branding Establishing your brand

Character

Businesses have personality

Remember to remain professional

Important to be genuine

Logos

Logos

Logos

Logos

Logo Reflect the company’s personality

Be simple – avoid too much detail Including too many colors

Be scalable – Jpeg / GIF / EPS version

Artistically balanced Pleasing to the eye Appear symmetrical

Logo Needs to be on EVERYTHING

You should be tired of seeing it Logos should last 10-15 years Immediately recognizable as your business

Trend is headed towards wording only Check out National Trust, and NMSC

Logo Wanted to feel like a “Mercantile”

Googled images Mainly black and white Traditional looking fonts

With a modern twist Lime green accents

Branding Can pull out the large “M” for branding purposes

Logo

Logo Branding Element

Simple Concise Scalable Recognizable Representative

Logo Should look good in black and white as well as reversed

background color

Web Presence

Web Presence - Website Website

Home base Look and Feel Navigation Content Functionality Maintainability Reporting

Web Presence - Website Tools to create your own:

www.homestead.com www.godaddy.com – domain & website tonight

Can create a site for as little as $4.99/month E-Commerce for $30/month

Can register a domain name for around $10/year

Web Presence - Website Is it serving it’s purpose?

Are there things for people to do? Shop Give feedback Show products? Menu? Services?

Web Presence – Social Networks

Facebook Fan Page

Twitter

Web Presence - Blog Show personality Longer posts Journal

Wordpress.com Blogger.com

Web Presence - Directories www.Google.com/ibc www.dmoz.org www.zoominfo.com http://dir.yahoo.com

Wikipedia entry for your business? Wikipedia indexes high in search results

Registering with the different online directories will help

people find you and increase your SEO results

Advertising Print

Good to include communities that use your town Perry Journal covers Morrison, Red Rock, Billings,

Covington-Douglas, Mulhall-Orlando and communities within a 45 mile radius

What communities use your business district?

Wednesdays and Weekends The shopper comes out on Wednesdays More people read weekend editions

Advertising Print Media Schedule for Mercantile

Wednesday and Saturday are most read Wednesday = shopper Saturday = weekend

Rotating schedule of ads and articles

Advertising Print Media Schedule for Mercantile

Oct. 21 (W) – Article – overview of training Oct. 24 (S) – Ad – Coming Soon Oct. 28 (W) – Ad – Hours and Concept Oct. 31 (S) – Ad – Grand Opening Details Nov. 3 (Tues) – Article – training w/ schedule Nov. 4 (W) – Article over training with photos

Advertising

Advertising

Advertising

Advertising Radio

Local Stations

Perry radio comes out of Oklahoma City and Stillwater

Which station does your community listen to?

Advertising Direct Mail

Collect info from your customers Birthday information Anniversaries Special sales Email Address – and get permission!

Purchase lists from outside source Postcards cost less to mail

Advertising

The more distinct and clear your brand, the harder your advertising works

Instead of having to run your ads eight or nine times, you only have to run them three times

- Rob Frankel