Marketing Strategy Versus Marketing Plan

Andy Halko@andyhalko

THE BRAND GAP + ACUTE INTEGRATE MARKETING SYSTEM

Insivia@insivia

THINK SMART. ACT BOLD.A Digital Agency for CRE + AEC Firms

DIGITAL

BUSINESS

Engaging prospects, customers,

partners, employees, candidates and

investors through digital solutions.

Websites + Interactive

Portals, Apps + Integrations

Video + Animation

STRATEGIC

CONSULTING

Organizational vision, lead generation

strategy & campaign development

to drive top line growth.

Market + Audience Analysis

Vision + Strategic Consulting

Branding + Identity

INBOUND

MARKETING

Lead generation and referral tactics built

upon expert strategies and focused on

constant improvement.

Tactical Planning

Marketing Campaigns

Conversion Optimization

THEBRANDGAP

CORE ELEMENTS OF YOUR BRAND

VALUE

PROPOSITIONS

Be different.

BRAND

VOICE

Sound different.

POSITIONING

STATEMENTS

Talk consistently.

BRAND

IDENTITY

Impress quickly.

VALUE PROPOSITIONS

An innovation, service, or feature intended to make a company or product attractive to customers.

MAKE THEM

UNIQUE

The real power of value

propositions is that set you apart

in the market from everyone else.

KEEP THEM

INTERNAL

These should really be a

foundation and barometer used

internally and less externally.

ALWAYS

LIVE THEM

Value propositions should be used

across marketing, sales, product

development and strategy.

VALUE PROPOSITIONS EXERCISE

Step 1: List Buying Factors

1

2

3

4

5

6

7

8

9

10

BENEFITSWhat your service or product does to make your customer’s life easier by increasing pleasure or decreasing pain.

FEATURESAttributes of your services, deliverable or product.

EXPERIENCES

How working with you or your product makes a customer feel.

Customer Service

Security

Ease Of Use

Integrations

Mobile Version

White Labeling


Customer

ServiceSecurity

Ease of Use

Integrations

Mobile White

Labeled

You

Comp Grp 1

Comp Grp 1

Step 2: Plot Strategy Canvas


Customer

Service Security

Ease of Use

Integrations

Mobile White

Labeled

You

Comp Grp 1

Comp Grp 1

Legal

Focused

Step 3: Raise, Reduce, Eliminate & Create


Step 4: Define & Detail Value Props

SECURITYWe provide the highest level of security through a 5-star industry rated program.

INTEGRATIONSWith over 30 integrations and more being launched each month, we provide ultimate flexibility.

LEGAL FOCUSWe’ve developed specialized features to help legal professionals and teams excel.

BRAND VOICE FRAMEWORK

PERSONA

PlayfulInspiringCasual

AuthoritativeWarm

Professional

TONE

AuthenticHonestHumblePersonal

DirectAcademic

Witty

LANGUAGE

SimpleSavvy

Jargon-filledFun

SeriousWhimsical

PURPOSE

InformEducateEngageAmuseImpress

MotivatePromoteEntertain

POSITIONING STATEMENTS

A positioning statement is an expression of how a given product, service or brand fills a particular consumer need

in a way that its competitors don’t.

CLEAR +

CONCISE

Keeping your positioning

statement clear and concise

ensures you have a message

everyone gets.

INTERNAL +

EXTERNAL

While they can be used externally,

the should really be a foundation

and barometer internally.

KEY

ELEMENTS

Utilizing your audience and value

propositions, your position brings

much of your brand together.

http://whatis.techtarget.com/definition/brand

POSITIONING EXERCISE

For [target audiences / segments],

our [company / product]

is the [frame or reference / what we do]

that [rational / emotional benefit or promise]

because [reasons to believe promise].

Step 1: The Formulaic Statement.

For creative individuals, Apple Computers

is the technology product that allows you to

express your creativity because they look

and feel different, but are highly connected

and intuitive.


Well, you know when [problem]?

Our [fix].

As a result [outcome].

Step 2: Problem-Fix-Outcome Statement.

Well, you know when you need to get a ride somewhere and you call a taxi, it always ends up costing more than you thought it would?

Our app lets regular people bid against one another to give you a ride at a fixed price in their own car.

As a result, you know right up front exactly how much it will cost and that you're getting the best possible deal.


Step 3: Simplicity + A Little VoiceIn the end, just look at it and ask yourself, “Does this sound like us?”

The only motorcycle manufacturer that makes big, loud motorcycles for macho guys (and “macho wannabes”) mostly in the United States who want to join a gang of cowboys in an era of decreasing personal freedom.

BRAND IDENTITY

Where your value propositions, voice and positioning meet the world.

IDENTITY

The visual feel - fonts, colors,

images, logos and other visuals

that exemplify the position and

voice.

SLOGANS

Slogans are not just what goes

under the logo, they often are the

main messages that catch

attention across marketing &

sales.

MESSAGES

Messaging is the deeper content

that provides information. Often

there is a separation between

marketing messages and sales

messages.

KEY MESSAGES

Value propositions and positioning statements utilize your voice to create key messages.

Key messages are utilized across all aspects of marketing - from website and advertising headlines to emails and proposals.

Developing key messages for the organization give all external communications consistency.

First, key messages provide the nuance for your team to expand value propositions and positioning statements.

Second, they provide examples of how your voice is utilized to create a sound to your brand.

And lastly, they help make creation of materials quick and consistent for everyone.

EVANGELIZINGTHE BRAND

INTERNAL COMMUNICATION

MARKETING + SALES BIBLE

Create A Brand GuideA great tool to hand out to new employees or even share with potential customers, your brand book creates the narrative, guidelines and nuance for everything about your company.

TARGETING

THE FUNNEL w CAN HAVE `

HUGE ` IMPACT `

BAD TARGETS

Look at profit, scalability and growth potential to define bad targets.

ENVISIONPOSTER

MARKETING STRATEGY VS MARKETING PLAN

Marketing StrategyBridging your core brand elements such as

value props, positioning, voice and identity to

your narrowed target audiences.

Marketing PlanA detailed tactical guide that describes

channels, actions, integrations and KPIs over

a determined period of time.

FUNNEL STAGES

Close

Nurture

Conversion

Engagement

AwarenessA lead is transitioned from a Marketing Qualified Lead to a Sales Qualified Lead.

Marketing Qualified LeadAnyone within your marketing ecosystem - connected to you on social platforms, on mailing lists or in automation segments.

Sales Qualified LeadA prospect that has graduated from a MQL and has not yet become a client.

REVENUE ROADMAP

CONVERSION

Landing pages and conversion are the center point of a successful campaign.

Low Commitment ConversionsNewsletters and downloads are low commitment.

Medium Commitment ConversionsWebinars and tools are great mid-level conversions.

High Commitment ConversionsForms and calls are high commitment for visitors.

Include a multiple levels of commitment to be successful.

PAINS + ACQUISITION MOMENTS

Pains

Understanding your customer’s pains (part of

your persona), is a key to developing quality

conversion points.

Acquisition Moments

Look for the drivers and moments when a

target customer is looking to research or

select your services.

Conversion hinges of providing value and with low commitment and high engagement.

STRUCTURE OF A PLAN

KPIs

Metrics define our success and bad metrics provide misinformation to hurt our campaigns.

HARDKPIs

Metrics that are the end result of

marketing campaigns before sales

and revenue.

Contact Form

Call

Purchase

SOFTKPIs

Metrics that describe your

audience reach and total

marketing ecosystem.

E-Mail List Size

Social Followers

Segment Size

LEADINGINDICATORS

Metrics that provide indication

towards soft and hard KPIs and

their change impacts the others.

Visits

Bounce Rate

Open Rate

Measure, Test, Assess + Optimize

Cost Per Lead Curve

OptimizeOur amazing team of marketers, designers and developers work to make impactful improvements.

Test & MeasureReal data ensures smart decisions to improve selected Key Performance Indicators.

Drive ROIOur retainer allows the time to optimize CPL. The longer the campaign runs, the greater the ROI.

STRATEGY IMPLEMENTATION OPTIMIZATION

Your Marketing Ecosystem

Define what makes you different

Evangelize your brand

Narrow your focus

Create an end-to-end funnel

Always deliver value

Make your your conversion is right first

Measure, test and optimize

WE JUST SCRATCHED THE SURFACEWHAT QUESTIONSDO YOU HAVE?

Andy Halko@andyhalko

Insivia@insivia

Get the slides at insivia.com/the-brand-gap-presentation

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