IMR Interview Concept - Summary

A. What brands want - Over the last few years I’ve collaborated with dozens of personal, community and business brands that have goals to sell more products & services, attract more leads, drive more traffic, more signups, more donor contributions. Some of them were trying to establish themselves as thought leaders and get their message out.

Everybody’s looking for a the silver bullet of marketing, and by the time I talk to them, they’re usually shopping for a ● a website or app ● a social media strategy ● an SEO consultant ● ad advertising campaign ● other random things

That’s what they want but as per usual, what they need is something entirely different.

B. What brands need - There are plenty of marketing companies, subscription services and consultants that sell those pieces parts a la carte but the reality is that brands today likely need all or many of those parts, brands need the pieces to work closely together and most importantly… they need the whole marketing ecosystem to integrate and evolve with the brand’s needs over time. Chasing a la carte solutions fails to truly deliver for so many time and time again. Unfortunately, the vast majority of the marketing services industry is filled with empty promises and inefficient short-term solutions. But please don’t get me wrong. In 2017, everything a brand could possibly need is out there free or on the cheap.. right there for the taking. There’s a million how-to-guides, expert blogs, demonstration videos, and some amazing and unbelievably affordable marketing technology tools right at our fingertips. It’s easy to get ahead of ourselves.

C. Where to start? - Establishing a strong and fertile brand foundation has to be our #1 priority before chasing down a new website design, starting on a social media strategy or firing up an ad campaign. Otherwise we’re likely spinning our wheels, wasting time and probably burning up valuable resources. Sure, we might get a quick bump in sales or traffic but we need sustainable growth. There’s a difference.

We need to start with a basic but important working document affectionately know as a Brand Profile. You can easily make one of these for your brand in your favorite piece of software. We need to fill in some blanks, check some boxes and do some work up from to make sure we have all the tools and information we’ll need for success.

For today’s discussion, we’re going to take a look a real example of a working brand profile that I am collaborating on with my good friends over at Phantasy Cleveland.

D. START SCREENSHARE - BRAND PROFILE SLIDE 1 - Phantasy Cleveland is a family-owned live music & special event complex located within minutes of the heart of downtown Cleveland, Ohio that’s been in business for nearly 50 years. The history here is incredible and what really makes this place special is that it is one of the few places where young and hungry musicians can easily score their first live gig. As a former young and hungry musician, The Phantasy has a special place in my heart.

Discuss importance & value of establishing comprehensive and well-documented brand standards and what it could mean for this business and family.

DISCUSS SECTION 1 DETAILS — GOALS, VALUE, STORY -- DISCUSS SECTION 2 DETAILS — COLORS, FONTS, LOGOS & ICONS, CONTACT -- DISCUSS SECTION 3 DETAILS — CHANNELS

Revisit Importance & value of establishing comprehensive and well-documented brand standards for any business, community or personal brand.

E. SCREENSHARE TRANSITION TO ECOSYSTEM EYE CHART SLIDE - Simplify the spaghetti. Share just a handful of examples of the standards at work in real life example marketing applications - email and social campaigns, website conversions, organic SEO improvements, marketing database proliferation, sales reach, etc.

E. Close - Summarize how many months, man hours and how much collaboration it has taken just to get this project up to the marketing starting line.

logos - custom phanta-font website nav - Brandon Grotesque 300 CAPS

#000000ff #757575 #ffffffff #356396 #665FAC #CE4A9B website headers - Brandon Grotesque 500 BOLD CAPS website body - Brandon Grotesque 500 CAPS

FIXED CHANNELS: GOALS: http://phantasycleveland.com • Clean up & polish online presence http//www.phantasyconcertclub.net • Increase brand resale value http://lakewoodchamber.weebly.com/ • Increase event bookings - specifically room rentals https://holdmyticket.com/ • Expand brand reach and findability to more promoters, planners, artists and fans

• Drive event attention and increase attendance

OUTSIDE CHANNELS::

Phantasy Cleveland - GMB/Bing/YL/YP/Yelp/Wiki VALUE:

The Phantasy Music Theater - GMB/Bing/YL/YP/Yelp/Wiki • 4 distinct venues in 1 building to handle diverse event capacity and format needs

Phantasy Night Club - GMB/Bing/YL/YP/Yelp/Wiki • Most competitive room rental rates in town The Symposium Night Club - GMB/Bing/YL/YP/Yelp/Wiki • Longest lasting CLE hosts supporting local music and entertainment - Family

The Chamber Dance Club- GMB/Bing/YL/YP/Yelp/Wiki owned and operated for nearly 50 years

SOCIAL CHANNELS: STORY: Phantasy Cleveland https://www.facebook.com/phantnightclub (6144) Live Music & Special Event Complex Phantasy Cleveland is a family-owned live music & special event complex located within Four Iconic Venues . One Historic Building https://www.facebook.com/symposiumnightclub (702) minutes of the heart of downtown Cleveland, Ohio. 4 distinct but connected full-service https://www.facebook.com/thechamberlakewood (2315) Categories - Live Music Venues / Bars / Events / Event Services https://facebook.com/phantmusictheater (000) venues in one historic building combined with some of the most competitive room rental Est. 1971 https://twitter.com/THEPHANTASY (1091) rates around make our venues the perfect location for unique events of all types and https://twitter.com/ChamberNiteClub (98) sizes. 11802 - 11794 Detroit Ave. Lakewood, OH 44107 CONTACT: https://twitter.com/SymposiumCLE (000) (800) Grasshopper https://instagram.com/phantasy_nightclub (000) Since the early 1970’s, Phantasy Cleveland has been instrumental in helping local music [email protected] https://instagram.com/symposium_nightclub (000) acts achieve national and international success including Nine Inch Nails, Richard Patrick https://instagram.com/chamber_dancelcub (XXX) (Filter) and Andy Kubiszewski of The Exotic Birds and Stabbing Westward. And besides Phantasy Nightclub https://www.plus.google.com/phantasynightclub/ (XXX) being an incubator for the stars of tomorrow, Phantasy Cleveland has also hosted well The Symposium Nightclub https://www.plus.google.com/phantasymusictheater (XXX) known national acts such as the Thompson Twins, Iggy Pop, The Red Hot Chili Peppers, The Chamber Danceclub https://iwww.plus.google.com/symposiumnightclub (XXX) Phantasy Music Theater https://www.plus.google.com/chamberdanceclub (XXX) Megadeth, Faith No More, Motorhead and countless others.

Phantasy Cleveland is one of the longest lasting local hosts supporting the music and ©2017 BRAND2XPAND https://www.instagram.com/thephantasyniteclub/ (159) entertainment scene in the Northeast Ohio area. Brand Ecosystem

SOCIAL CHANNELS

EVENTS/BLOG C (7204) BRAND SITES C (2567) 1. Home (457) 2. Events (1070) 3. Booking (4) 4. Venues CONNECTIONS

5. About (11,893) 6. Feed us (0) +24%

TICKETING SITE

C C C C DATABASES RATINGS/REVIEWS

C Facebook - 3.8 Google - 5 artists Yelp - 4.2 (332) Fans [254]