1. www.demandrevenue.com Confidential, all rights reserved 2002. 1 Marketing Demand-Generation Seminar, 11/22/02 Module 1: Brand Positioning Alan Gonsenhauser, ag@demandrevenue.com www.demandrevenue.com

2. Confidential, all rights reserved 2002. 2 Agenda – Demand Generation Seminar Registration and Introductions………………..8:30 – 9:00 a.m. Registration and Introductions………………..8:30 – 9:00 a.m. #1: Brand Positioning…………………… 9:00 – 9:30 #1: Brand Positioning…………………… 9:00 – 9:30 #2: Data Collection & Analysis……….. 9:30 – 10:15 #2: Data Collection & Analysis……….. 9:30 – 10:15 Morning Break10:15 – 10:30 Morning Break10:15 – 10:30 #3: Website………………………………….10:30 – 11:00 #3: Website………………………………….10:30 – 11:00 InterConf Exercise: Mktg. Plan 1-311:00 – 11:30 InterConf Exercise: Mktg. Plan 1-311:00 – 11:30 #4: Search Engine Marketing………….11:30 – 12:15 #4: Search Engine Marketing………….11:30 – 12:15 Lunch Break12:15 – 1:15 Lunch Break12:15 – 1:15 #5: E-Marketing……………………………. 1:15 – 2:00 #5: E-Marketing……………………………. 1:15 – 2:00 #6: Impact Marketing……………………. 2:00 – 2:45 #6: Impact Marketing……………………. 2:00 – 2:45 Afternoon Break 2:45 – 3:00 Afternoon Break 2:45 – 3:00 InterConf Exercise: Mktg. Plan 4-6…………..3:00 – 3:45 InterConf Exercise: Mktg. Plan 4-6…………..3:00 – 3:45 Session Wrap Up and Evaluations 3:45 – 4:00 Session Wrap Up and Evaluations 3:45 – 4:00 Surprise Handout 4:00 Surprise Handout 4:00

3. www.demandrevenue.com Confidential, all rights reserved 2002. 3 Classic Branding -- What for? Classic Branding -- What for? Brand Components Brand Components Typical Branding “ Platforms ” Typical Branding “ Platforms ” Positioning Statements and Taglines Positioning Statements and Taglines What Makes a Good Brand Position? What Makes a Good Brand Position? Examples Examples Relevance to a Job Search? Relevance to a Job Search? Some Questions to Ask Yourself Some Questions to Ask Yourself 7 Tips and 3 Tests 7 Tips and 3 Tests Implementing the Brand Implementing the Brand Summary Summary Q&A Q&A Agenda – Brand Positioning

4. www.demandrevenue.com Confidential, all rights reserved 2002. 4 Awareness Awareness Creating Value Creating Value Differentiation (Company, Products, Services) Differentiation (Company, Products, Services) Consistency of “ the message ” across multiple communications media Consistency of “ the message ” across multiple communications media Explaining what business the company is in Explaining what business the company is in Targeting desired customers Targeting desired customers Surpassing competitors Surpassing competitors Focus! Focus! Classic Branding -- What For?

5. www.demandrevenue.com Confidential, all rights reserved 2002. 5 Product Leadership – “ Bose ” Product Leadership – “ Bose ” Operational Excellence – “ Wal-Mart ” Operational Excellence – “ Wal-Mart ” Customer intimacy – “ Amazon ” Customer intimacy – “ Amazon ” Typical Branding Platforms

6. www.demandrevenue.com Confidential, all rights reserved 2002. 6 Target Audience: Whom are you marketing to? Target Audience: Whom are you marketing to? Frame of Reference: What are you marketing? Frame of Reference: What are you marketing? Meaningful Point of Difference: How does your product or service pass the “ so what? ” test with target audiences) in a meaningful, compelling, and differentiating way? Meaningful Point of Difference: How does your product or service pass the “ so what? ” test with target audiences) in a meaningful, compelling, and differentiating way? Brand Components

7. www.demandrevenue.com Confidential, all rights reserved 2002. 7 Positioning Statement Format: Positioning Statement Format: To (target audience), (Company) is the brand of (Frame of Reference), that (meaningful point of difference) To (target audience), (Company) is the brand of (Frame of Reference), that (meaningful point of difference) Positioning Statement Example: Positioning Statement Example: To CEOs and senior executives, Salience is the Professional Sales Outsourcing company that mobilizes powerful and dedicated sales forces when and where you need them. To CEOs and senior executives, Salience is the Professional Sales Outsourcing company that mobilizes powerful and dedicated sales forces when and where you need them. Tagline: Professional Sales. Immediate Results. Tagline: Professional Sales. Immediate Results. Positioning Statements and Taglines Salience – Sales Outsourcing

8. www.demandrevenue.com Confidential, all rights reserved 2002. 8 Positioning Statement Format: Positioning Statement Format: To (target audience), (Company) is the brand of (Frame of Reference), that (meaningful point of difference) To (target audience), (Company) is the brand of (Frame of Reference), that (meaningful point of difference) Positioning Statement Example: Positioning Statement Example: To busy fax machine users, Xerox has the brand of fax machines people trust to deliver your documents with confidence. To busy fax machine users, Xerox has the brand of fax machines people trust to deliver your documents with confidence. Tagline: Reliable Document Delivery, Guaranteed. Tagline: Reliable Document Delivery, Guaranteed. Positioning Statements and Taglines Xerox Fax Machines

9. www.demandrevenue.com Confidential, all rights reserved 2002. 9 Target Audiences – CEOs and VPMs of electronics, technology, financial and outsourcing services companies. Target Audiences – CEOs and VPMs of electronics, technology, financial and outsourcing services companies. Frame of Reference –e-Marketing consulting and Implementation firm. Frame of Reference –e-Marketing consulting and Implementation firm. Meaningful Point of Difference - Accelerates revenue growth with limited budgets. Meaningful Point of Difference - Accelerates revenue growth with limited budgets. Brand Positioning - To CEOs of (technology, …) companies, Demand Revenue is the e-Marketing Consulting and Implementation firm that accelerates revenue with limited budgets. Brand Positioning - To CEOs of (technology, …) companies, Demand Revenue is the e-Marketing Consulting and Implementation firm that accelerates revenue with limited budgets. Tagline - Accelerating Revenue with Limited Budgets. Tagline - Accelerating Revenue with Limited Budgets. Demand Revenue Branding

10. www.demandrevenue.com Confidential, all rights reserved 2002. 10 It must: It must: Be Meaningful, compelling, and differentiating to the target audience Be Meaningful, compelling, and differentiating to the target audience Hit the biggest problem or benefit to the target audience Hit the biggest problem or benefit to the target audience Hit an emotional chord and be memorable Hit an emotional chord and be memorable Example: North Jersey Septic Example: North Jersey Septic Were #1 in the #2 business! Were #1 in the #2 business! What Makes a Good Brand Position?

11. www.demandrevenue.com Confidential, all rights reserved 2002. 11 Brand yourself to clarify how you pass the “ so what? ” test to your target audience. Brand yourself to clarify how you pass the “ so what? ” test to your target audience. Make yourself more appealing to recruiters and hiring managers at a time when there ’ s lots of good talent on the market Make yourself more appealing to recruiters and hiring managers at a time when there ’ s lots of good talent on the market Understand, articulate and create your value proposition. Understand, articulate and create your value proposition. You will understand yourself better in the process You will understand yourself better in the process Tell potential employers who you are, what you stand for, and why they need you Tell potential employers who you are, what you stand for, and why they need you Relevance to a Job Search?

12. www.demandrevenue.com Confidential, all rights reserved 2002. 12 Natural gifts? What comes to you naturally? Natural gifts? What comes to you naturally? Current knowledge base? Materials, education, experience, associations, etc. Current knowledge base? Materials, education, experience, associations, etc. Personal values? What is important to you? How does that translate to: desirable vs. undesirable company? Personal values? What is important to you? How does that translate to: desirable vs. undesirable company? Professional attributes? What are you really good at? Professional attributes? What are you really good at? Passions? Most important factor! Passions? Most important factor! Some Questions to Ask, Your:

13. www.demandrevenue.com Confidential, all rights reserved 2002. 13 Target Audience: Whom are you marketing to? Target Audience: Whom are you marketing to? Frame of Reference: What are you marketing? Who are you and what are you offering? Frame of Reference: What are you marketing? Who are you and what are you offering? Meaningful point of Difference: How do you pass the “ so what? ” test with employers and recruiters in a meaningful, compelling, unique, and differentiating way? Meaningful point of Difference: How do you pass the “ so what? ” test with employers and recruiters in a meaningful, compelling, unique, and differentiating way? Ranges from “ I ’ m looking for a job. ” to… Ranges from “ I ’ m looking for a job. ” to… Brand Components to You

14. www.demandrevenue.com Confidential, all rights reserved 2002. 14 Tips : Tips : 1. Use 8th grade language 2. Use a conversational tone 3. It must attract people to you 4. Focus on the goal or dream of the prospect (your audience) 5. Contains "what" and "who" for sharpness 6. Have a dual focus to broaden the appeal (dual focus on the target, or dual focus on the outcome) 7. Repeatability-if someone else can repeat your statement, it ’ s a winner Tests : Tests : 1. Will I say this? 2. Are others attracted to it? 3. Can someone else say this? (Goal: others carrying your message) 7 Tips and 3 Tests

15. www.demandrevenue.com Confidential, all rights reserved 2002. 15 After “ bottling the magic, ” it ’ s time to tell the world about it! After “ bottling the magic, ” it ’ s time to tell the world about it! EPOC = Every Point of Contact EPOC = Every Point of Contact Sales & Marketing Collateral, Public Relations, Web, e-Marketing, Direct Mail, Sales Training Sales & Marketing Collateral, Public Relations, Web, e-Marketing, Direct Mail, Sales Training Receptionist, business cards, field sales & service Receptionist, business cards, field sales & service Channel Partners Channel Partners Leverage your message consistently everywhere! Leverage your message consistently everywhere! Implementing the Corporate Brand

16. www.demandrevenue.com Confidential, all rights reserved 2002. 16 After “ bottling the magic, ” it ’ s time to tell the world about it! After “ bottling the magic, ” it ’ s time to tell the world about it! EPOC = Every Point of Contact EPOC = Every Point of Contact Marketing Materials: Logo, Business cards, stationary, flyer, resume, etc. Marketing Materials: Logo, Business cards, stationary, flyer, resume, etc. Build a personal website to communicate: brand message, services offered, experience, resume, stories, articles, clients, picture, contact you Build a personal website to communicate: brand message, services offered, experience, resume, stories, articles, clients, picture, contact you Publicity: speaking opportunities, write op-ed pieces for local media, articles, speak at networking groups Publicity: speaking opportunities, write op-ed pieces for local media, articles, speak at networking groups Marketing Plan: Target your audience, timelines, weekly action plans, test your message and materials and revise, as needed. Marketing Plan: Target your audience, timelines, weekly action plans, test your message and materials and revise, as needed. Implementing Your Brand

17. www.demandrevenue.com Confidential, all rights reserved 2002. 17 Marketing starts with brand positioning Marketing starts with brand positioning Don ’ t invest a great deal until you have a clear message to focus your communications Don ’ t invest a great deal until you have a clear message to focus your communications Know your target audience, what they want and package your company or yourself to solve their biggest problems. Know your target audience, what they want and package your company or yourself to solve their biggest problems. Principals of branding can also be applied personally – we are all brands of One Principals of branding can also be applied personally – we are all brands of One Once the brand is positioned it ’ s time to implement consistently at every point of contact. Once the brand is positioned it ’ s time to implement consistently at every point of contact. Handout – “ Your personal Brand ” Handout – “ Your personal Brand ” Summary