Big Brand Strategies for Small Business - FastTrac Presentation 2012
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The document outlines five essential rules for small business marketing, inspired by strategies from big brands: establish a position, speak with a single voice, reward customer loyalty, find emotional connections, and communicate consistently. It emphasizes the importance of differentiating from competitors, maintaining consistent messaging, and leveraging customer relationships to foster loyalty. The content encourages small businesses to learn from successful large brands while adapting strategies that fit their unique market and customer base.
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Big Brand Strategies for Small Business - FastTrac Presentation 2012
- 1. Big Brand Strategies for Small Business
- 2. A marketing conversation Introduce 5-rules for small business marketing Encourage your input & questions Take one thing that you can apply to your company Steal great ideas from big-brands! For the full presentation and handouts go to: www.SmallBusinessMiracles.com/FastTrac
- 3. Why follow the trends of big brands? Big Brands invest in the research They know what works and what doesn’t work Some ‘get it.’ Some don’t. Use your own consumer experiences as learning tools
- 4. The definitive example-Big Brand Strategy Big brands focus on relationships & customer experience
- 5. Follow the trends of big brands Why is this possible for any size business? Internet & email Social media Digital printing All allow scale, from 1-to-many Big brands focus on relationships & experience
- 6. 5 Rules of small business marketing Establish a position Speak with a single voice Reward customer loyalty Add emotion to your message Communicate consistently
- 7. 1. Establish Your Brand Position
- 8. 1. Establishing a position List your competitors What they do well, what they do poorly How do you differentiate yourself? What do you do? Better - cheaper - faster - with more fun – with added value? Answer from customer’s perspective Stick to it until the market changes This is your guiding light.
- 9. Establishing a position The words we use tell us a lot about a brand.
- 12. Establishing a position What two changes fixed their brand perception?
- 13. Establishing a position When products are similar… Positioning creates distinction – affecting price, placement and consumer image
- 14. Establishing a position Positioning creates distinction – affecting price, placement and consumer image
- 15. Establishing a position Create 3 words, 3 sentences, 3 paragraphs that describe your competitive advantage or position Does everyone know it & understand it? Is it short, clear, succinct and quantifiable? Does it resonate with your potential customers?
- 16. Establishing a position
- 17. 2. Speak with a Single Voice
- 18. 2. Speak with a single voice Can’t be everything to everyone Use your position in your message We see over 8,000 messages a day Repetition increases memory Use similar styles and images Successful brands consistently deliver the same quality product and the same brand messages.
- 19. Speak with a single voice Lou’s BBQ Hardwood smoked Catering from 10 – 10,000 Wedding receptions To go orders & delivery Ribs, chops, steaks, burgers & more Over 15 TVs to watch the game Winner of 10 blue ribbons What will you remember?
- 20. Speak with a single voice Lou’s BBQ Home of really big napkins Generous portions in a casual setting Award winning KC Style BBQ Enough for dinner tonight & tomorrow What will you remember? Brief, on-targeted messages that convey the experience. But beware of the risks.
- 21. Speak with a single voice “ Don’t Make Me Think” Speak like a customer, to the customer
- 22. 3. Reward Customer Loyalty
- 23. 3. Reward customer loyalty It’s cheaper to keep a customer than find a new one Thank and reward your best customers Frequency discounts “ Special sales” notices Value-added services Thank-you cards, calls & letters Make it personal - Make a customer a friend
- 24. Reward customer loyalty Big Brand Strategy - World Class Customer Service
- 26. Reward customer loyalty Big Brand Strategy - Measured Loyalty
- 27. 4. Find the Emotional Connection
- 28. 4. Find the emotional connection Customers with an emotional connection are loyal We celebrate every event in our lives, from birth to death, with a card. But in business we often overlook opportunities for an emotional connection.
- 29. Find the emotional connection Customers with an emotional connection are loyal Freedom Travel, wealth, health, career Security Physical security, job security Greed Beat the competition Pleasure Recreational, emotional, hedonistic Status Exclusivity, achievement Safety Protect your loved ones Love Strong emotional connections Guilt Don’t disappoint those you love Health Be active, participate
- 30. Find the emotional connection
- 31. Find the emotional connection How can you create an emotional connection?
- 33. Find your target, then advertise Direct mail Social media Interactive & websites Events & tradeshows And many, many others 5. Communicate Consistently
- 34. Direct Mail Very targeted Good for business & consumer Flexible - sales, coupons, etc. Use your database first Avoid clutter
- 35. Online Strategies - Websites Maintain single voice Measure & optimize (SEO) Pay-Per-Click (SEM) Content is still king Deliver full experience online – Shop, buy, communicate
- 36. Online Strategies – Social Media A part of your marketing, not the all it Consumers have a louder voice than the company Must haves: Consumer/facebook fans Sales staff/Linkedin network
- 37. Events & Tradeshows Is it an appropriate event? Go to several before investing More than just entry fee Prizes or give-a-ways Time Booth & graphics Trends: Marketing sophistication of tradeshow organizers
- 38. Other Communication Vehicles Broadcast Video Outdoor Print Public Relations Point-of-Sale And an endless array of other options
- 39. 5 rules of small business marketing Establish a position Speak with a single voice Reward customer loyalty Find an emotional connection Communicate consistently Become an observer of big-brands & follow
- 40. Paul Weber 816.842.0100 [email_address] Please call or email with questions. For the full presentation and handouts go to: www.SmallBusinessMiracles.com/FastTrac