Internet Marketing Consulting Search Engine Marketing Online Media Buying Social Media Marketing How To Be a Challenger Presented by Web Ad.vantage, Inc. Applying the Eight Credos of Successful Challenger Brands to Your Digital Marketing Strategy
Jan 15, 2015
Internet Marketing ConsultingSearch Engine Marketing Online Media Buying Social Media Marketing
How To Be a Challenger
Presented by Web Ad.vantage, Inc.
Applying the Eight Credosof Successful Challenger Brands
to Your Digital Marketing Strategy
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Thinking
What is a Challenger Brand?
April 10, 2023 2
Challenger
Market Leader
Not a market leader
Want to capture market share
Risk-takersBold & “mavericky”
Aggressive competitors
Stands out in a crowded market
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Thinking
Challenger Brands are guided by a set of 8 credos that differentiate them from
market leaders
What are the Eight Credos?
April 10, 2023 3
Says Who? Adam Morgan, author of
Eating the Big Fish
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #1
Break With Your Immediate Past
April 10, 2023 4
What does it mean?Don’t be afraid to ask “dumb” questions to challenge convention in order to view your brand differently
Digital Marketing Strategy
• Conduct online surveys/polls• Distribute online press releases• Use social media as a research tool• Set new digital marketing goals
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #2
Build a Lighthouse Identity
April 10, 2023 5
Digital Marketing Strategy
• Branded digital advertising campaign• Display• Paid Search• Mobile
• Emphasize clear branding in all digital touch points
What does it mean?Developing a very clear sense of who or what you are as a brand/company, then projecting that identity intensely and consistently
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #3
Assume Thought Leadership of the Category
April 10, 2023 6
Digital Marketing Strategy
• White Papers• Lead Generation• Content Marketing• Social Media for word-of-mouth marketing
What does it mean?Break convention in terms of representation (what you say), where you say it (medium), and experience (beyond just talk).
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #4
Create Symbols of Re-evaluation
April 10, 2023 7
Digital Marketing Strategy
• Creative campaigns & messaging• Offer virtual goods or downloadables that reinforce the symbolism• Mobile app or tool
What does it mean?Establishing symbols designed to prompt quick re-evaluation by consumers and enhance their view of the brand.
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #5
Sacrifice
April 10, 2023 8
Digital Marketing Strategy
• Leverage advanced targeting technologies •Re-evaluate efforts; stop doing what isn’t working• Utilize new tools to measure ROI and increase learnings from analytics
What does it mean?Laser-focus your target, message, reach, frequency, distribution and line extensions. Recognize that less can be more.
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #6
Over-Commit
April 10, 2023 9
Digital Marketing Strategy
• Ensuring consistency across digital marketing channels for max impact• Developing a clear, streamlined conversion path• Optimize, optimize, optimize!
What does it mean?Although you may do fewer things, do “big” things when you do them!
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #7
Use Advertisement and Publicity as aHigh-Leverage Asset
April 10, 2023 10
Digital Marketing Strategy
• Social media for PR• Effective email marketing with personal, customized touch• Viral marketing• Gamevertising• Blogger outreach
What does it mean?Unconventional communications can really get people talking!
Slide Title
Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
Internet Marketing Consulting
Search Engine Marketing
Online Media Buying Social Media Marketing
Challenger Brand Credo #8
Become Idea-Centered, Rather thanConsumer-Centered
April 10, 2023 11
Digital Marketing Strategy
• Using social media as idea generation tool• Use web meetings for brainstorming• Never become static—maintain a full digital marketing pipeline• Sharing, bookmarking & tagging
What does it mean?Sustain challenger momentum by not losing sight of what the brand is about and can be. Redefine marketing to reflect vision.