Brand = promise in a personality – but: what is Brand Perception?
- It’s not what you say
- It is tied to what you do
- It’s not your advertising
- It is tied to your customer service
- It’s not your social stance
- It is how CUSTOMERS and potential CUSTOMERS see you
What drives Brand Perception?
1) Social Responsibility
- Supports good causes
- Environmental Responsibility
- Community Responsibility
2) Emotional Appeal
- Feel good about
- Admire and Respect
3) Products & Services
- High quality
- Value for the money
- Stands behind
4) Workplace Environment
- Rewards employees fairly
- Good place to work
- Good employees
5) Financial Performance
- Outperforms competitors
- Record of profitability
- Low-risk investment
- Growth prospects
6) Vision & Leadership
- Market opportunities
- Excellent leadership
- Clear vision for the future
What’s Bad and What’s not
- Bad Customer Reviews
- Bad word of Mouth
- Bad behavior by executives or employees
- Bad products
- Bad Business Practices
- Social Stands
- Honest Mistakes
- Missing the mark Marketing
- Disgruntled Employees (mostly)
- Honest but mostly positive reviews
What can brands do?
- Proactive Reputation Management
- Respond to reviews!
- Spend money on customer service
- Take responsibility for actions
What can affiliates do?
- Monitor your brand’s reputation. Tell them when you see a problem
- Know your audience and what they are sensitive too
- Push brands to do positive reputation management
- Don’t risk your reputation with a bad brand. It’s not worth it.
How To Triple Your Revenue With Non-Fiction Books by Jim Kukral
CEO, AuthorMarketingClub.com & BusinessAroundaBook.com
- How to maximize revenue from non-fictions books
- How to take your expertise and sell it “beyond” the book
- Discover business models available to you generate revenue
- How you can get started today!
There are two reasons people use the Internet, and two reasons only:
- To have a problem solved.
- To be entertained.
Winning Non-Fiction Formula
- Write a great book.
- Build business abround the book.
- Use book to drive leads to business.
- Prodit. Wash, rinse, repeat.
Let’s Do Some Math
- The average non-fiction author will only sell 800 copies of their book in their lifetime!
- Let’s say you are the anomaly and you sell 1,000 books next year.
- 1,000 books sold at $5.99 on Amazon = $5,900
- After you pay the Amazon cut, you make $4,130.
- Plus your costs (cover, editing, marketing)
- Maybe you only end up earning $2,000 from 1,000 books sold.
- That’s not enough!
Why Do People Pay For Things?
- People pay to have problems solved (non-fiction)
- People pay to save themselves time
- People pay because they don’t want to do it themselves
- People pay because they don’t like making mistakes
- So the question to you is…
- What are you offering to people who want those things? And if you’re not… what’s stopping you?
- Your book is an instant credibility builder and lead generator, it’s time you used it as such!
But Nobody Will Pay For What I Know!
- Doesn’t matter in most cases what your book is about
- Doesn’t matter that you think people don’t want to know what you know
- What matters is you offer your expertise to a target of people who want the solution to the problem the have!
- What matters is you use your book to build a business “around” that book!
The Big Questions
- What type of business should I create “around” my book?
- What do I price it at for maximum revenue/conversions?
- How do I know if I’m pricing it too high or too low?
- How do I most effectively close sales?
- What should my sales funnel look like and how do I set it up?
- Should I use Facebook ads? How do I set them up and where to target?
- How much time/effort is this going to take from me to do?
- How much money can I make from doing this?
- What technology should I used to power my program?
- How do I get my first sale and future sales?
Why influencer marketing?
Influencer marketing is one of the hottest, and most effective, ways to get your brand in front of a massive targeted audience.
Influencer Marketing Statistics
- When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate.
- They are also four times as likely to spend significantly more than those without a social component.
- Customers acquired through word-of-mouth (such as influencer marketing) are retained at a 37% higher rate than those acquired through other means.
Brands are spending a lot on influencers
- Globally, marketers spent $570 million on influencer marketing last year… on Instagram alone.
- In 2016, brand sponsored influencer posts cost $9.7 million. By 2019, it’s expected to rise to $32.3 million. (Source: Media Kix)
- On average, brands spent $25,000 – $50,000 per influencer campaign in 2016.
- Some companies charge a minimum of $10k to run a campaign but results can be seen with a smaller budget.
- Ideal partnership between brand and influencer allows for transparency within the campaign terms and analytics.
- Bloggers should disclose their exact number of followers and degree of influence.
- Brands should clearly identify their content needs, specifically if there are any legal mentions such as #ad or #sponsored and pay influencers on time.
Campaign Tracing and KPIs
- Brands and retailers should have a real-time view into how well the campaign is performing.
- KPIs should be agreed upon before the campaign and measured fairly throughout.
- Some influencers are better at driving sales and conversions while others are best for engagement and user acquisition.
- KPIs should be unique to the campaigns.
Influencer Marketing will be a large part of the overall marketing strate
- A recent Influence 2.0 study shows that influencers will play a role in the overall customer journey through content, engagement and community.
- It is by engaging influencers in authentic, long-term relationships and creating value within the relationships between influencers and their communities, that CMOs can impact sales, satisfaction, retention and overall customer experience
- Budget of < $10k
- 10 style influencers created outfit posts featuring the products provided by brand.
- Influencers shared all posts to their blogs, Instagram, Pinterest, Facebook and Twitter, with full tracking functionality through Stylinity’s Go2Buy platform.
- The duration of the campaign was 3 months.