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Developing Your Presentation Strategies

 

What is a presentation strategy?  A presentation strategy is a component of your marketing plan.  It is an integrated set of core elements strategically positioned to attract your potential customer. The goal of a presentation strategy is to create a conceptual affinity between the values your company offers for sale and the values your customer is pursuing. Your presentation strategy helps your company attract your future customers.  By matching company values and customer values, both parties bond into one economic unit that pursues mutually beneficial value transactions.  These transactions advance the pursuit of common goals and interests as well as a relationship based upon trust, reliability and mutual enjoyment. The result is more customers, more customer loyalty and more profits.

 

Your presentation strategy should be measured in terms advertising impressions. A matrix should be established that reports the number of impressions received by each element of the strategy. The entire strategy is controlled by the advertising manager who keeps track of the impressions generated by each element. Results are reported through the impressions matrix that goes to the VP of Marketing. This matrix compares the effectiveness of the strategy to the movements of the bottom line. Presumably, one can improve business by determining what is working and what is not, doing more of what works, eliminating what is not working and creating new elements to improve the overall strategy.

 

Your presentation strategy can be considered part of your corporate equity, an element that contributes positively to your success.  Because of its direct impact on your success, it should be isolated conceptually and nurtured, tweaked and constantly enhanced so that it has the most direct impact on your company’s bottom line.  Not only is it an aspect of your corporate brand but it should be integrated with your company’s mission, vision and brand strategy.

 

To quote from the book, Building Brand Identity by Lynn B. Upshaw, “A brand’s total equity can have a direct influence on, among other things, a parent company’s potential selling price, to absolute revenue, the profit it generates in the marketplace, the incremental retail price it can support compared to competition, the degree to which it must promote itself in its category, even its parent’s corporate debt rating.”

 

It often takes years of work to build a brand identity that accomplishes the above. And sometimes years of work are lost to a stronger competing strategy of another brand. You gage the effectiveness of your brand building strategy by measuring your brand’s position relative to other similar brands or competing products. For example, which brand of soup has the better brand position, Campbell’s or Progresso? I think most people from my generation would say Campbell’s has built its brand since the Depression era. It accomplished this position by means of a number of factors, the first of which was precedence, impressions strategy and store placement all of which have been built up over many years. Progresso, on the other hand, does not have the benefit of precedence.

 

It does have a good impressions strategy and has gained excellent store position because of the special features that it offers. Progresso is, to a great extent, the “un-Campbell’s” soup, with many qualities not associated with the staples of the Campbell’s line. These qualities include soups that are not added to water or milk, different, more exotic ingredients, heartier, healthier food quality. Yet, none of these qualities has helped change the Progresso positioning as the number two position among soups.

 

In fact, the battle for brand position, can often take a vicious turn when one brand management company spreads rumors about the other brand’s ingredients. Once these “ad wars” get started, the entertainment and mainstream media can destroy the positions of these companies merely by covering the conflict. Yet, even in these wars, decades of brand building are difficult to undo short of a major meltdown of the company.

 

Creating a process for brand building is the work of specialists known as “brand managers.” These people are in the business of creating an identity for a product that is different from the identity of the company or other similar products. They attempt to ensure that the public recognizes product names, logos or details about the product. A brand identity may be totally manufactured for acceptance by the public or the public may play a major role in creating the identity of a brand. But the key for brand managers is to leverage every possible feature and benefit of the product to create a sort of personality for the brand with the target market. Below are some key strategies that they use for building brand identity.

 

Impressions Strategy

 

A good impressions strategy considers every impression the company develops and the cost of each impression. By making a careful analysis of these impressions companies that are building brand identity can learn much about what works and what they can do to get more benefit in terms of ROI and cost per impression.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The first step is to develop an inventory of your potential branding opportunities so we can put together a comprehensive strategy that utilizes all opportunities to their maximum.  We’ve inserted some sample elements for you. You can also add others such as:

 

  • Letterheads
  • Highway signage
  • Internet blog posts
  • Sponsorship
  • Hospitality at sporting events

 

It is best to start with a goal for each element and develop measurements that will help you evaluate later how well each item is performing.  It will also help you decide which opportunities to increase or decrease based upon their effectiveness.  If not enough money is being spent for an element, you may decide to reevaluate and find better methods.

 

You can do your analysis weekly, monthly, quarterly or annually.  Let’s create an example.

 

 

 

 

 

 

 

This analysis provides some valuable information.  In this case, the practice of giving out business cards has proven successful.  However, we know that it could not have been business cards alone that created this success.  There had to be other aspects of the presentation strategy that contributed to it.

 

A wider analysis could go like this:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This wider analysis provides you with a wealth of information that will help you manage your presentation strategy. For instance. The Budget / Gross Sales Ratio tells you which Contact Element is most cost effective. You can use this to adjust the various Budgets. Likewise, the Revenue per Sale tells you how effective each element is in attracting the higher spending customer. You can try to identify why one element works better and try to utilize those principles in other elements.

 

The presentation strategy suggested above can be a vital part of your marketing strategy and can influence your decisions for the better. DSI has developed an MS Excel worksheet that you can use to work this strategy. It is available free of charge to any customer who uses our services. To get started contact Robert Villegas at 317-881-3826.

Contact Element Budget Impressions Cost per Impression # of Sales from Element Cost per Sale Gross Sales from Contact Element Revenue per Sale Budget / Gross Sales Ratio
Business Cards
Trade Shows
Magazine Advertising
Website
Social Media
Contact Element Budget Impressions Cost per Impression Sales from Element Cost per Sale Gross Sales from Contact Element Revenue per Sale Budget/Gross Sales Ratio
Business Cards $5,000 100,000 $.05 100 $50 $5,000,000 $50,000 1/1000
Contact Element Budget Impressions Cost per Impression Sales from Element Cost per Sale Gross Sales from Contact Element Revenue per Sale Budget/Gross Sales Ratio
Business Cards $5,000 100,000 $.05 100 $50 $5,000,000 $50,000 1/1000
Trade Shows $25,000 100,000 $.25 150 $166.67 $7,000,000 $46,667 1/280
Magazine Advertising $10,000 85,000 $.12 35 $285.71 $3,000,000 $85,715 1/300
Website $10,000 50,000 $.20 55 $181.82 $4,000,000 $72,727 1/400
Social Media $30,000 50,000 $.60 10 $3,000 $2,000,000 $200,000 1/67

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