HIGH PERFORMANCE BRAND COMMS.
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BRAND STORY
Find your story and tell it.
Who are you and what do you stand for? Millennials and most of their older cohorts want to know what you believe, how you deliver your product or service, your values and if your employees are happy. It’s the age of transparency, well at least it is for all high performance brands. So you’re going to have to get your story straight. All high performing brands have a strong identity and idea behind the logo. The brand story. It’s what their customers remember. It’s the compass that helps guide creativity with authenticity. OMG! Creative will find your story and bring it to life.
DELIVERABLES
The idea behind the brand.
Who developed the brand and why.
The brand’s vision.
MEASURES OF SUCCESS
Brand Equity
Familiarity
(perceptions of target)
Brand Loyalty
Uniqueness Relevance
Brand Consideration Brand Affinity
Popularity Quality
BRAND WORK
Your brand everywhere it’s found.
The blueprint for a high performing brand is consistency. We generate a detailed summary of how a brand is expressed across vision, sound, design, art, words and code.
Brand Essence
Logo & Identity
Brand Hashtags
Brand Colours
Branding Toolkit
Brand Fonts
Brand Style Guide
DELIVERABLES
Brand Expression Brand Essence Logo & Identity Brand Colours Branding Toolkit Brand Hashtags Brand Style Guide
MEASURES OF SUCCESS
Brand Engagement
Brand Likeability
Brand Recognition
BRAND STIMULUS
How your brand finds people.
Your brand fast becomes a high performance brand when your Brand Story and Brand Work act in concert with great strategy. The whirlwind online evolution waits for no one and has left most businesses with an ‘out of touch’ marketing mix. Combining great content and strategy allows brands to connect with the most responsive audience who are interested in their brand story. Attracting the right eyeballs relies on clear media strategy, and our relationships with social, digital and media partners means we build a model for media planning that gets your brand back in touch and at the top of its game.
DELIVERABLES
Advertising Creative
Articles/PR
Television/Video
Online Ad networks
Radio/Podcasts
Mobile Ad Networks
Newspaper/ Magazine
Social/Blogging
Outdoor/Posters
Social Ad Networks
eMail/InMail
Media Strategy
Lead Generation
Marketing Automation
Viral Content
MEASURES OF SUCCESS
u Store Traffic/Web Traffic u Page Views u Time Online u Social Media Mentions u Comments Shares (campaign materials) u Fan/Follower Growth u Organic Searches for brand/ campaign theme
BRAND SEARCH
What people see when they search your brand’s category.
THE ZERO MOMENT OF TRUTH If you can command what goes on when people search your brand or category, then you control the space where people are at their most likely to be influenced. Owning the moment of search engages the people who don’t even know they’ll be buying from you yet. Brands are burning the candle at both ends when they don’t use search listings. Great brand presence in search results is ensured by a best practice approach to Search Engine Optimisation and Listing Health. This ensures that the right eyes find your brand when they are in the market to buy. And with your Brand Story, Work and Stimulus - they won’t go anywhere else.
DELIVERABLES
Listing Health
SEO Strategy
SEM Strategy
Call Tracking
Retargeting
Goal Setting Tracking
YouTube (various)
MEASURES OF SUCCESS
Penetration of keyword search
Goal conversion
Incremental sales
BRAND REVIEW
The reviews people find when they look for your brand.
When people get behind a keyboard they can really open up, and the online community is highly active and highly influential. You can advertise as much as you like. If people don’t like your brand, you’re in trouble. Opinion trumps information in the review phase, and connected customers are growing ever hungrier for direction and validation from peers before deciding on a brand or a purchase. Now that consumers are increasingly cynical about brands and misleading information, directing customers to friends’ opinions, reviews, online video, social opinion, whirlpool, blogs and other forums offers invaluable reassurance for customers. High performance brands take advantage of this critical stage in the sales process by providing content that confirms that their brand is the right choice. Choice is the consumer’s greatest asset. Do you spend enough time helping customers ‘choose’ your brand?
DELIVERABLES
Infographics
Long Video
Slideshares
Product Guides & Comparisons
Curated Lists Webinars Product Datasheets Whitepapers Demo Videos
Case Studies Customer Testimonials Interactive Tools User generated content reviews
MEASURES OF SUCCESS
Penetration of category search
Goal conversion
Incremental sales
BRAND
PURCHASE
How people buy your brand.
THE 1ST MOMENT OF TRUTH. The process of transaction is often the aspect of a brand that a consumer complains about the most. It’s an important opportunity to surprise and delight. With the explosion of online purchasing, many marketers forget that digital is often their main shop front. High performance brands make every shopping experience as good as it can be with incredible digital and physical store design. While others brands are driving customers away, linking your brand identity to a great purchase experience gives customers every reason to keep coming to buy again and again.
DELIVERABLES
Optimised uX and cX online and instore Events (hosting/ sponsoring/exhibiting) Sales Themes Sales Support Materials Customer Newsletter
MEASURES OF SUCCESS
Sales data
Customer satisfaction
Offer uptake
BRAND CULTURE
How your business delivers customer experience.
While high performance brands are committed to optimising customer experience, brands with less organisational IT support struggle to provide customers the best possible service. Customer service staff want to help people, and customers don’t want to feel frustrated. Frustration quickly turns into satisfaction when ones needs are already known and are fast being met. The solution is integrating technology solutions that provide great information to staff, so they can do what they do well. Make customers happy. Equipping staff with all the right information takes the pressure off them. It gives them understanding, control and intelligence. This drives great customer experience. The necessary ability to deliver great customer experience is often buried in technology problems that limit the flow and access to information. Upgrading the way a business deals with data enables the delivery of great customer experience. Three Floors Up are specialists in this area and can guide you to happy customers every time.
DELIVERABLES
Digital tools for staff communications / information sharing
Digital training resources: u Education Tests
u Video
MEASURES OF SUCCESS
Service delivery
Improved staff performance
Staff satisfaction
BRAND USE
The experience of using the brand.
THE 2ND MOMENT OF TRUTH Customers are looking for brands that go further, that make everything easier, and that understand what they want. In the meantime, customers are turning off brands that sell a product with zero afterthought. Bringing together video, apps, checklists, real-time twitter customer service along with terrific, relevant lifestyle content creates a deep and continuous connection to your brand. Keeping customers looking at you keeps them from looking anywhere else, and when brands stay involved with customers well beyond the point of purchase, the deeper connection between customer and brand becomes an incredibly beneficial alliance.
DELIVERABLES
How to video
Customer service channels
Mobile and web apps
Other digital tracking
MEASURES OF SUCCESS
App downloads
Content Views
Database growth
BRAND
SOCIAL
Our Social Relationship Management Model (SRM) for brands
Are you making the most of your social channels? For high performance brands, the shift to digital has been a gift from above. Brands can now listen to what people are saying about them, and talk to people directly. What they’re saying about your brand and category is live, real time gold, and high performance brands thrive in this two-way environment. Our SRM model acts to relentlessly add value to your brand through great content creation, constant customer engagement and dynamic listening tools. If someone is talking about you online, wouldn’t you want to know? Not only does our SRM model give you the best tools to listen, it gives your brand the platform to take the conversation directly to customers. When you can hear what consumers are saying and can talk back directly to targeted audiences, it changes everything.
DELIVERABLES
Social Listening (Insights/ Knowledge)
Social Strategy
Social Content Calendars
Social Style Guides
Social Workshops and Training
Social Community Management
MEASURES OF SUCCESS
Number of followers
Engagement
Social referral to website
BRAND COMMUNITY
How we stimulate customers to generate positive content for the brand
THE ULTIMATE MOMENT OF TRUTH People will talk about your brand whether you like it or not, and brand communities are arenas where people start conversations, share experiences and form opinions that lead to choosing your brand over others. By stimulating positive user generated content and driving great reviews, you give customers the ultimate reason to trust your brand. Study after study shows that everyday consumers trust others like them. They don’t trust executives. They don’t trust ads. But, they do trust peers. High performance brands add social ideas to their content calendars that drive the creation of positive User Generated Content.
DELIVERABLES
User Generated Content
Social ideas/ promotions designed to create UCG
MEASURES OF SUCCESS
Quality of content produced
Number of UGC posts
Positive sentiment
OMG! Creative is unashamedly for businesses that should be doing better. OMG! Creative is a communications consultancy that helps businesses realise their potential by becoming high performance brands.
High performance brands have the following characteristics: u B est Practice Lead Generation and Conversion Strategies: powerful targeting, nurturing and closing techniques that maximise ROI (driven by the combination of amazing content and marketing automation technology) u G reat Brand Ideas: stories and content that get people thinking about the brand and category u S eamless & Smart Digital Magic: that helps create engaging purchase and usage experiences u B est Practice Social: drives talk-ability and positive user generated content u S mart Media: a media mix for the modern world
Together we utilise technology from:
Notes
Level 3, 180 Flinders Street Melbourne VIC 3000 + 613 9654 0532 info@omgcreative.com.au omgcreative.com.au © OMG! Creative 2016