Marketing Principles

Ellen Treanor

Personal Branding Pros

Professional in Residence SUU

ellentreanor@gmail.com

818-731-4880

Personalbrandingpros.com

Overview

• Exchange/Value

• Push/Pull

• What business are you (really) in?

• Abraham’s 3 ways to grow

Overview

• SWOT

• Branding

• Brand salience

• Disruptive force of Social Media

Four P’s

• P• P• P• P

Exchange/Value

Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return

Exchange/Value

• Customer– Needs– Wants– demands

• Offerings• Value and satisfaction• Exchanges and relationships

Exchange/Value

Market segmentation refers to dividing the markets into segments of customers

Target marketing refers to which segments to go after

Exchange/Value

• The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs

Push/Pull

Push/Pull Promotion

What Business Are You In?

Business?

• What business are you REALLY in?

• What business do you need to be in to remain relevant?

Business?

• http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

• What

• How

• Why

• I do __x__ for _y__ so they can _z__.

Business?

• Identify GAPS – Where you are– Where you need to be

Create compelling future, 30-300% growth plan

Add more VALUE

Growth

Jay Abrahams 3 ways to grow

• Increase the number of customers (clients)

• Increase the average transaction value

• Increase the frequency of repurchase

SWOT

Branding

Branding

Branding

Branding

Brand Associations

• Thoughts +Thoughts +• Feelings +Feelings +• Perceptions +Perceptions +• Images +Images +• Experiences +Experiences +• Beliefs +Beliefs +• Attitudes Attitudes

• = BRAND Experience= BRAND Experience

Brand Elements

• NameName• LogoLogo• TaglineTagline• ShapeShape• GraphicGraphic

• ColorsColors• SoundsSounds• SmellsSmells• TastesTastes• MovementMovement

Brand Salience

Brand Salience

• When telling your brand story, use these guidelines:

1. How you define yourself

2. What problem do you help solve

3. Emotional context- tell a significant story

4. Leave no room for questions in the minds of those in your audience

Brand Salience

Who is your target audience?

Who is already with you, who would you like to have, and who do you think wants your service?

Who are your competitors What do they do better and what do you do better?

What is your USP?

Disruptive force of Social Media

Disruptive force of Social Media

?