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Marketing EBOOK I S S U E N O . 1 / / V O L U M E N O . 1 / / M A R C H 2 0 1 8 POWERUP D I G I T A L E B O O K E F F E C T I V E M A R K E T I N G & B R A N D S T R A T E G Y Written by Ray Wilcox Page 3 What is Marketing? Page 3 Importance of Strategy Page 4 Why Strategic Brand Development? Page 4 Branding is Strategic. Marketing is Tactical Page 5 The Marketplace Page 7 Print & Traditional Marketing Page 8 Digital Marketing Page 10 Recommended Digital Marketing Mediums S T Page 11 Event & Experiential Marketing N E Page 12 Media Based Distribution Mediums T N Page 13 Three Tips for Effective Marketing O C F O E L B A T WHAT IS MARKETING PAGE 3 As entrepreneurs, we learn the importance There’s levels to this, son. And this is why of integrating marketing into every we created this eBook specifically for the business plan. We frequently juggle ideas novice marketer. back and forth, attempting to determine the most effective ways of incorporating a What we’d like to do in this аrtiсlе is mix of media or platforms into the explain branding & marketing in the marketing strategy. simplest but most precise terms. From print and out of home (OOH) We will then еxрlаin why it is so important marketing or combining digital and mobile to incorporate brand development and a strategies, to coordinating the biggest marketing strategy to enhance the experiential event for your brand; success of your business. everything should be given the opportunity and budget. BRANDING & BRAND STRATEGY In explaining the fundamentals of marketing, it is best to take a step back and first get an understanding of what a brand is and why a strategy dedicated to development is crucial to the success of your business. If your brand’s identity isn’t established, it’s pointless to discuss any marketing initiatives. Therefore, we start with the question, “What is a Brand?” A brand, your brand, is your identity. Your company’s logo; the mission statement; the slogan or catchphrase; your packaging and product presentation. WHY STRATEGIC BRAND DEVELOPMENT? PAGE 4 Let’s be real, if you’re not strategically positioning your brand to succeed you’re going to fail, especially at a time where transparency is at its all time high. You couldn’t sneeze quietly without it being tweeted by someone. We’re living in an era of social media and content, and if your brand can’t compete with those in your market space, yourself and your brand will feel its effects. These effects can translate to loss or gain running into millions of dollars in revenue. As a business, it’s important to stay ahead of the curve and have the ability to identify and adapt to trends, there’s no excuse after the fact. It is best to figure out a way to track these trends before the masses do. *Ahem Bitcoin* (ugh don’t remind me) BRANDING IS STRATEGIC. MARKETING IS TACTICAL. It may take years for you to develop the brand identity that best suits your business, and the best way to learn this, in our opinion (and Gary V’s), is losing. Taking those L’s. Touching back on how transparent the world has become, if you are marketing your brand and spending 60% of your budget on expansive activations, and yet receive little to NO return on investment (ROI), then it’s about time to reevaluate your brand identity. How many times has Amazon switched up their brand’s identity? They’ve gone from selling only books to selling EVERYTHING. They are now selling groceries that can arrive at your doorstep the very next day. Yeah. I know. P A G E 5 The best way to describe branding & marketing is to picture branding as the passenger, while marketing is the vehicle or method of transportation to get the “passenger” [brand] from point A to B. The brand has the option of taking one or more of these methods of transportation to get to the desired destination. And these methods, or mediums, can range from print to digital and mobile, and may also include experiential events and more! “ A U T H E N T I C B R A N D S D O N ’ T E M E R G E F R O M M A R K E T I N G C U B I C L E S O R A D V E R T I S I N G A G E N C I E S . T H E Y E M A N A T E F R O M E V E R Y T H I N G T H E C O M P A N Y D O E S . ” – H O W A R D S C H U L T Z , ‘ P O U R Y O U R H E A R T I N T O I T : H O W S T A R B U C K S B U I L T A C O M P A N Y O N E C U P A T A T I M E . ’ Your brand’s identity resonates and relates, whether it’s a good or bad feeling. Learn how to win from taking L’s early. THE MARKETPLACE Remember, your brand is only as strong as its value in the marketplace. Simply put, if there’s no need or demand for your brand, the value of your brand is little to nothing. This would be determined in the strategic construction of the business and marketing plan. If you have no idea what a SWOT analysis is, you might be in the wrong business. P A G E 6 It’s еаѕу tо take the title of a mаrkеtеr, but tо bе considered a mаѕtеr marketer, you have to be someone who can identify the perfect demo for your brand’s market, identify trends and trendsetters, know how to build relationships and strategic partners; all these while still maintaining your adaptability. This person can develop and distribute content relevant to your T H E M A R K E T P L A C E brand’s industry. This person is a CONTINUED natural sales person without being On the flip side of that same equation the abrasive “salesperson” and would be something that’s described as you know exactly what I mean by disruptive marketing. This happens when that statement. you are strategic enough to create a demand from something that is currently nonexistent i.e. The PowerLab. This type of marketing can be tremendously impactful and would resonate longer than a lot of the referenced marketing media which we’ll touch on shortly. But if you’re in the position to create your own lane for your brand to grow and prosper, then by all means do so yourself to ensure you and your brand are in great T H E P O W E R L A B 2 0 1 9 shape! P A G E 7 PRINT & TRADITIONAL MARKETING Print and out of home marketing activation, despite what the trends may signify, isn’t a dying marketing medium. There are plenty of smart marketers taking full advantage of print and integrating it into their branding and marketing strategy. Whether it’s a business card, a direct mail flyer, or even a poster you may see at the bus stop, marketers are activating campaigns with ‘call to action’ and ‘direct response’ opportunities. These campaigns either drive a person to a website, contest or sweepstakes, social media platform or landing page that provides the consumer with the chance to engage with your brand. Now, the smarter marketer would find a seamless way of utilizing print to drive to digital and from digital to experiential, all in one campaign. The overall experience of getting that consumer familiar with your brand, however clever the method will bring tremendous research to your brand’s clout, and satisfactory customer retention. THE STATS Via Marketing Technology, News Print continues to have a place in the marketing mix - because it works. Four-fifths (79%) of consumers will act on direct mail immediately, compared to only 45% who say they deal with email straightaway. Targeted directed mail boasts a 4.4% response rate, compared to email’s rate of 0.12%. That is why online brands like Airbnb launch print magazines to reach important stakeholders. Print catalogues are on the rise, 10bn business cards are printed in the US each year and advertising print totaled $45.2bn globally in 2013. Growth averaging 4.5% per year is predicted to continue to 2024. P A G E 8 WHAT WAS OLD IS NEW AGAIN! Keep up with the trends! Social media, online content and digital applications are all part of the marketing mix today. Still, what excites marketers and media buyers most is what IS NOT being done! They want to do something different… something new. It’s hard to believe, but the print medium is new again and is seeing a rebirth. Could we possibly be seeing a golden age in print, like we are seeing in television? DIGITAL MARKETING A means where most businesses are finding the majority of their success lately has been through digital marketing. The cost effective platforms for distribution allows startups and new businesses the opportunity to maximize the potential of their ROI.
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