Using Marketing to Enhance Visibility and Revenue

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Information about Using Marketing to Enhance Visibility and Revenue
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Published on March 23, 2009

Author: rossfish

Source: authorstream.com

Slide 1: Increasing Visibility and Revenue in a Recession. © 2009 Fishman Marketing A Turbulent Economy Means Opportunity : A Turbulent Economy Means Opportunity In this economy, the question is not whether or not to innovate, but how to innovate. “This is the time to widen the gap between you and your competition.” Professor Andrew J. Razeghi, Kellogg School of Management, Northwestern University An Unprecedented Opportunity : An Unprecedented Opportunity Today's economy is an unprecedented opportunity for small and midsized firms. An Unprecedented Opportunity : An Unprecedented Opportunity Today's economy is an unprecedented opportunity for small and midsized firms. The early evidence is that An Unprecedented Opportunity : An Unprecedented Opportunity Today's economy is an unprecedented opportunity for small and midsized firms. Fortune 1000 companies are looking away from large law firms toward smaller, lower-cost firms. The early evidence is that An Unprecedented Opportunity : An Unprecedented Opportunity Today's economy is an unprecedented opportunity for small and midsized firms. Fortune 1000 companies are looking away from large law firms toward smaller, lower-cost firms. But only if they are well known – and therefore viewed as a safe choice. The early evidence is that An Unprecedented Opportunity : An Unprecedented Opportunity There will not be another opportunity of this magnitude for decades. An Unprecedented Opportunity : An Unprecedented Opportunity There will not be another opportunity of this magnitude for decades. If you build your reputation now, while your competitors are retrenching, you can leave the recession significantly stronger than them. An Unprecedented Opportunity : An Unprecedented Opportunity There will not be another opportunity of this magnitude for decades. If you build your reputation now, while your competitors are retrenching, you can leave the recession significantly stronger than them. But not if prospects can't remember your name. An Unprecedented Opportunity : An Unprecedented Opportunity There will not be another opportunity of this magnitude for decades. If you build your reputation now, while your competitors are retrenching, you can leave the recession significantly stronger than them. But not if prospects can't remember your name. This will show you how you can achieve that, quickly, painlessly, and cost-effectively. Here are 3 firms. Look at their ads. : Here are 3 firms. Look at their ads. Here are 3 firms. Look at their ads. : Here are 3 firms. Look at their ads. Here are 3 firms. Look at their ads. : Here are 3 firms. Look at their ads. Here are 3 firms. Look at their ads. : Here are 3 firms. Look at their ads. Remember the three ads? : Remember the three ads? Remember the three ads? : Remember the three ads? Name the three firms: ___________________________ ___________________________ ___________________________ Remember the three ads? : Remember the three ads? Which ads do you remember? Remember the three ads? : Remember the three ads? Which ads do you remember? Are any on this list? Remember the three ads? : Remember the three ads? Which ads do you remember? Are any on this list? Bryant Miller Olive Phillips Lytle Haynes & Boone Banner & Witcoff Fish & Richardson Remember the three ads? : Remember the three ads? Which ads do you remember? Are any on this list? Bryant Miller Olive Phillips Lytle Banner & Witcoff Which firm names did you remember? : Which firm names did you remember? Which firm names did you remember? : Which firm names did you remember? Did you recognize Bryant Miller Olive? Which firm names did you remember? : Which firm names did you remember? Did you recognize Bryant Miller Olive? Which firm names did you remember? : Which firm names did you remember? Did you recognize Bryant Miller Olive? Which firm names did you remember? : Which firm names did you remember? Did you recognize Bryant Miller Olive? Which firm names did you remember? : Which firm names did you remember? Did you recognize Bryant Miller Olive? Why? Which firm names did you remember? : Which firm names did you remember? Did you recognize Bryant Miller Olive? Why? Marketing only works when you look different : Marketing only works when you look different Stand out. : Stand out. Stand out. Avoid the clichés: : Stand out. Avoid the clichés: Stand out. Avoid the clichés: : Skyline, Building Columns, Courthouse Glasses, Pen Walking Stand out. Avoid the clichés: Stand out. Avoid the clichés: : Skyline, Building Columns, Courthouse Handshake Glasses, Pen Walking Map, Globe "Smiling lawyers" Gavel Stand out. Avoid the clichés: What makes a good theme? : What makes a good theme? Slide 34: Is it worth their time? Slide 35: Think. Is it worth their time? Slide 36: Think. Clients have little discretionary time. Is it worth their time? Slide 37: They must choose to read your marketing materials -- instead of The Wall Street Journal, blogs, podcasts, People, etc. Think. Clients have little discretionary time. Is it worth their time? Slide 38: Or they can simply go home. Think. Clients have little discretionary time. Is it worth their time? They must choose to read your marketing materials -- instead of The Wall Street Journal, blogs, podcasts, People, etc. Slide 39: Think. Clients have little discretionary time. You must make it worth their while. Is it worth their time? They must choose to read your marketing materials -- instead of The Wall Street Journal, blogs, podcasts, People, etc. Or they can simply go home. Slide 40: Is it memorable? Slide 41: Competition is fierce You see ~3,000 marketing messages per day (The Economist) Is it memorable? Slide 42: Competition is fierce You see ~3,000 marketing messages per day (The Economist) How will you stand out? Is it memorable? Slide 43: Competition is fierce You see ~3,000 marketing messages per day (The Economist) How will you stand out? Will they remember your marketing, or: Your competitors'? Nike's, McDonald's, Deloitte's, etc.? Is it memorable? Slide 44: Competition is fierce You see ~3,000 marketing messages per day (The Economist) How will you stand out? Will they remember your marketing, or: Your competitors'? Nike's, McDonald's, Deloitte's, etc.? Today, you must fight for their attention Eye-catching, impossible to miss Simple, clear, memorable Is it memorable? In a declining economy . . . : In a declining economy . . . In a declining economy . . . : In a declining economy . . . …the leading firms, the ones with the best visibility, do best. In a declining economy . . . : …the leading firms, the ones with the best visibility, do best. The anonymous firms falter. In a declining economy . . . In a declining economy . . . : …the leading firms, the ones with the best visibility, do best. In a declining economy . . . Even the best firms need to focus on their name recognition, because they're competing against other great firms. The anonymous firms falter. Have you ever said. . . : Have you ever said. . . Have you ever said. . . : Have you ever said. . . "I LOVE that campaign!" Have you ever said. . . : Have you ever said. . . "I LOVE that campaign!" ("What company was it for, again?") Have you ever said. . . : Have you ever said. . . "I LOVE that campaign!" ("What company was it for, again?") That's a very common problem Have you ever said. . . : Have you ever said. . . "I LOVE that campaign!" ("What company was it for, again?") That's a very common problem Whenever Energizer runs the "Bunny" campaign, Have you ever said. . . : Have you ever said. . . "I LOVE that campaign!" ("What company was it for, again?") That's a very common problem Whenever Energizer runs the "Bunny" campaign, Have you ever said. . . : Have you ever said. . . "I LOVE that campaign!" ("What company was it for, again?") That's a very common problem Whenever Energizer runs the "Bunny" campaign, sales of Eveready batteries also increase. Did you remember Bryant Miller Olive? : Associating your name with something tangible helps buyers remember you. Did you remember Bryant Miller Olive? Did you remember Bryant Miller Olive? : Associating your name with something tangible helps buyers remember you. Consider: Did you remember Bryant Miller Olive? Did you remember Bryant Miller Olive? : Associating your name with something tangible helps buyers remember you. Consider: Did you remember Bryant Miller Olive? Shell Did you remember Bryant Miller Olive? : Associating your name with something tangible helps buyers remember you. Consider: Did you remember Bryant Miller Olive? Shell Deere Did you remember Bryant Miller Olive? : Associating your name with something tangible helps buyers remember you. Consider: Did you remember Bryant Miller Olive? Shell Deere Did you remember Bryant Miller Olive? : Associating your name with something tangible helps buyers remember you. Consider: Did you remember Bryant Miller Olive? Shell Deere The best marketing reinforces your name : The best marketing reinforces your name The best marketing reinforces your name : The best marketing reinforces your name Try to associate your name with a tagline prospects can visualize: The best marketing reinforces your name : The best marketing reinforces your name Try to associate your name with a tagline prospects can visualize: "Nothing runs like a Deere." The best marketing reinforces your name : The best marketing reinforces your name Try to associate your name with a tagline prospects can visualize: "Nothing runs like a Deere." "It's hard to stop a Trane." The best marketing reinforces your name : The best marketing reinforces your name Try to associate your name with a tagline prospects can visualize: "Nothing runs like a Deere." "It's hard to stop a Trane." "The Citi never sleeps." The best marketing reinforces your name : The best marketing reinforces your name Try to associate your name with a tagline prospects can visualize: "Nothing runs like a Deere." "It's hard to stop a Trane." "The Citi never sleeps." "Get Met. It pays." Put your name in the headline : Put your name in the headline Put your name in the headline : Put your name in the headline "Like a good neighbor, State Farm is there." Put your name in the headline : Put your name in the headline "Like a good neighbor, State Farm is there." "Merrill Lynch is bullish on America." Put your name in the headline : Put your name in the headline "Like a good neighbor, State Farm is there." "Merrill Lynch is bullish on America." "You're in good hands with Allstate." Put your name in the headline : Put your name in the headline "Like a good neighbor, State Farm is there." "Merrill Lynch is bullish on America." "You're in good hands with Allstate." "The best-run businesses run SAP." Put your name in the headline : Put your name in the headline "Like a good neighbor, State Farm is there." "Merrill Lynch is bullish on America." "You're in good hands with Allstate." "The best-run businesses run SAP." "Those in the know choose BDO." If you have a good name, use it! : If you have a good name, use it! If you have a good name, use it! : If you have a good name, use it! Most firm names aren't useful Consider yours a powerful asset If you have a good name, use it! : If you have a good name, use it! Most firm names aren't useful Consider yours a powerful asset A fortuitous name can help targets: If you have a good name, use it! : If you have a good name, use it! Most firm names aren't useful Consider yours a powerful asset A fortuitous name can help targets: Remember you, Find you online, and Learn something about you. If you have a good name, use it! : If you have a good name, use it! Most firm names aren't useful Consider yours a powerful asset A fortuitous name can help targets: Remember you, Find you online, and Learn something about you. The focus can highlight your style, personality, culture, or practice. Consider some corporate examples: : Consider some corporate examples: Put your name in the headline : Put your name in the headline Put your name in the headline : Xerox Put your name in the headline Put your name in the headline : Put your name in the headline Xerox Put your name in the headline : Put your name in the headline Xerox Put your name in the headline : Put your name in the headline SAP Put your name in the headline : Put your name in the headline Put your name in the headline : Put your name in the headline Some effective law firm examples: : Some effective law firm examples: Orrick : Orrick Orrick : Orrick Use a characteristic of the name – the uncommon "O" – to create a brand. Orrick : Orrick Use a characteristic of the name – the uncommon "O" – to create a brand. Orrick : Orrick Use a characteristic of the name – the uncommon "O" – to create a brand. Your brand is your marketing platform : Your brand is your marketing platform Your brand is your marketing platform : Your brand is your marketing platform The brand is the platform Your brand is your marketing platform : Your brand is your marketing platform The brand is the platform Use multiple marketing tools to execute Your brand is your marketing platform : Your brand is your marketing platform The brand is the platform Use multiple marketing tools to execute Website, ads, brochure, newsletter, etc. Your brand is your marketing platform : Your brand is your marketing platform The brand is the platform Use multiple marketing tools to execute Website, ads, brochure, newsletter, etc. Infuse your brand into each of them Your brand is your marketing platform : Your brand is your marketing platform The brand is the platform Use multiple marketing tools to execute Website, ads, brochure, newsletter, etc. Infuse your brand into each of them Start with your website Your brand is your marketing platform : Your brand is your marketing platform The brand is the platform Use multiple marketing tools to execute Website, ads, brochure, newsletter, etc. Infuse your brand into each of them Start with your website For example, the Orrick site… Edwards & Angell : Edwards & Angell Connecting a name to a visual, "Angel," becomes the theme. Edwards & Angell : Edwards & Angell Connecting a name to a visual, "Angel," becomes the theme. Sonnenschein : Sonnenschein Sonnenschein : The firm name means "sunshine." Sonnenschein Sonnenschein : Sonnenschein The firm name means "sunshine." Sonnenschein : They added a "sun" icon into the logo Sonnenschein The firm name means "sunshine." Sonnenschein : Sonnenschein They added a "sun" icon into the logo The firm name means "sunshine." McDermott Will& Emery : McDermott Will& Emery McDermott Will& Emery : “McDermott Will" McDermott Will& Emery McDermott Will& Emery : McDermott Will& Emery “McDermott Will" Slide 111: "Will" So what does this mean? : So what does this mean? Slide 113: The campaign becomes your entire platform Bryant Miller Olive : Bryant Miller Olive A good theme can market Bryant Miller Olive : A good theme can market Bryant Miller Olive practice areas Bryant Miller Olive : A good theme can market Bryant Miller Olive practice areas Bryant Miller Olive : Bryant Miller Olive A good theme can market practice areas and industries Bryant Miller Olive : Bryant Miller Olive A good theme can market practice areas and industries Bryant Miller Olive : Bryant Miller Olive And, of course, it's the foundation of the web site Our offer: : Our offer: Our offer: : Our offer: We have developed a powerful campaign for you Our offer: : We have developed a powerful campaign for you If you like it, it’s for sale Our offer: Our offer: : We have developed a powerful campaign for you If you like it, it’s for sale Use it to build your name recognition Website facelift Professional announcements Sponsorship programs Print ads, direct mail Our offer: Our offer: : We can use it to give your website a cost-effective facelift -- within one month Our offer: Our offer: : We can use it to give your website a cost-effective facelift -- within one month If you're not interested: no obligation we retain the copyright Our offer: Slide 128: We look forward to speaking with you – and helping you dominate your market. Slide 129: Tel: 1.847.432.3546ross@fishmanmarketing.com© 2009 Fishman Marketing We look forward to speaking with you – and helping you dominate your market.

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