A Lifetime of Leads
Method 5: Image Marketing
Notes as of November 4, 2004
1 — Understand what image marketing means.
People mistake image marketing as coming up with a clever slogan. Image marketing is a way
of getting your customers to come to you without you going out and knocking on doors. You
are positioning yourself so that people can find you.
Does not mean ignore the other methods we’ve discussed. (ie: VFF, RRG,
networking, clientbased saturation.)
Fastfood restaurants – McDonalds, Burger King, Wendy’s - Hardy’s is
working on it, but their market share is small. Why do McDonalds and
Burger King continue to advertise? Through their advertising they are
purchasing the hamburger part of our brains. If I want to get
business, I can buy it, wait for it to find me, go get it. Image
marketing is an effort to “buy” it, through producing materials,
advertising, etc.
Focused effort to take a determined image and thrust it onto everyone
out there. Takes Time and Energy ; can’t just dabble. Not just a
slogan. Position so people find YOU. Don’t ignore other methods of
LOL; must dabble in all methods particularly when you are starting
from scratch. Branding and Positioning are apart of image marketing.
Here is the image I want to have; takes time and energy; takes a
calculated plan with support tools. It is not something to dabble in.
Uses deliberate method to achieve.
IM doesn’t mean to ignore other things we discuss: client-based
saturation, networking, value-focused farming, referrals, etc. Do IM
in proper place with other 4 formats. Do other 4 first; IM is #5. Can
you start with IM? Could do before value-focused farming. LOL is in
correct order.
2 — Image management extends to EVERYONE and EVERYTHING.
McDonald’s, Wendy’s and Burger King:
Through advertising they purchase the “hamburger” part of our brain
3 Ways to get business: buy it, wait for it to find me or go get it.
Image Marketing focuses on “buying” it because most of the activities
in its creation are an act of purchase/buy (stationery, business
cards, advertising, etc.)
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3 — Own your niche.
The goal is to dominate the niche you occupy. Example: McDonald’s doesn’t need to
advertise to get your business. Their image marketing has purchased your business.
-Three ways to get business.(Buy it, wait for it to find me, or go out and get it.) Image
marketing
is buying it. Outlay of cash to get the ball rolling. Producing marketing material,
advertising campaign, etc.
-The goal is to occupy the niche in your marketplace.
The moment tension arises about some part of your life, you want your
image to immediately come to their mind.
4 — Understanding Branding
5 — Anchoring
is Anchoring. Concept from NLP. Anchoring is the learned assoc
between an external stimulant and an internal response. Burma Shave
signs, Maxwell House Coffee ditty. Smell is key; other sensory
stimulus. “How do you spell relief?” Rolaids. Save the Federation
Children pictures.
People who continually change their tag lines, business cards, logo
don’t establish any image marketing. McDonald’s colors are yellow and
red—fries and catsup. Billions & Billions sold. Big Mac name for
burger. Endures.
-Anchoring-The learned association between an external stimulant and an internal
response.
-(Smell is tied most vividly to memory)
NLP- the learned association between an external stimulus and an
internal response
Smell is most vivid sensory response
Image, words, action that causes you to go to a specific state.
Branding is an attempt to anchor and external stimulus with internal
response.
Small business may change mind frequently, business card, tag line,
etc., so anchoring never occurs.
In McDonalds- arches, colors (mustard and ketchup), # they had sold ,
“billions and billions sold”, Big Mac since they first opened up.
Wendy’s has had a bigger trouble – little girl picture – never
created strong anchor with Wendy. Not as clear in branding.
Wendy’s burger was square to overflow the bun, “where’s the beef?”,
Wendy’s has never really decided who it is. Hurts brand recognition.
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Coke – “real thing” , modified formula, people are going to say it
taste different, they learned, went back to original.
Burger King – flame broiled meat, have you your way, “whopper”
physically, that burger is humongous. A whopper is quarter-pound
(like big mac), but bun is large, seems like a larger sandwich
(Most valuable trademark in the world – marlboro - trivia question
from Bob)
6 — USP / UMP — a statement that clearly, concisely
“A unified and universal approach for influencing others.”
Avoid Mission-Statement sounding things
7 — Aim to a logical level.
What is the particular realm in which you want to own your niche? At what level do you want
play?
8 — Walk the Path.
Where are you?
What do you want to be? What is the complex equivalent? (The set of criteria that must be
matched in order to reach your goal.) Image goals must be complimentary. No dabbling here.
Subject each goal to the black step. This will tell you which goals will be easiest to reach and
which will be most difficult.
9 — Complex Equivalence.
How will they know when they got there.
10 — Survey the scene.
Inside your realm there are already those who have an image. Some have the best-known
image. They may not be the best, but they have lots of image. First off, image is a battle of
quantity, not quality. If you strive to be the best, you must recognize that someone else may
have more image than you.
11 — Gather goodies.
Gather up all your competitor’s stuff. Get copies of all of their advertising, their trash and
trinkets, their pens, their coupons, etc. You want to be similar to the leader but different
enough to be attractive to others.
12 — One-Uppersonship.
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Always be one level better than your competitor – in value, in packaging, in service. Example,
if they advertise in black and white, than advertise in color.
13 — Promote Thyself
Fripp: “Unashamed, Relentless Self-Promoter”
Patricia Fripp, a shameless self-promoter.
“I can do that”
“You really need me”
Don’t be afraid to tell people about what you do and put your card, flyer, company info out
wherever you can. When you hear that someone can use your product/service, tell them you
can help. Use phrases such as: good thing you’re talking to me, you could use me, you need
me, I can help you, I can do that, etc.
Any opportunity that you have to put yourself out there, do it.
Talking to groups free, carrying marketing documents with you whereever you go
Every single opportunity that comes, let them know your products are available
“I can do that”, you really need my help, it is a good thing you are talking to me, gently impose
herself into others’ situation
very comfortable doing it
14 — Place your Face where and when it matters most.
That your image is where it needs to be when it needs to be there most. Ie, an allergy doctor,
putting their info on a package of Kleenex during cold/flu/allergy season and pass them out.
Sales – positive sign (want to increase your sales) on the way to work; negative sign (tired of
losing sales) on the way home from work – name and face on a billboard.
Showcase at a business lunch place with tent cards advertising, sponsoring.
Make sure that your image is where is needs to be, where it needs to
be most, when it matters most
If someone sells an allergy medicine, have it printed on pocket pack
of kleenex, then distribute. Then your face is where it needs to be
when it needs to be there most.
T did two billboards, one on the way to work, -positive message , one
on the way home,-negative, more response to neg.
If ambulance chasing can be there when there is a problem, they will
probably get the business.
Where is the great business lunch? Showcase with 10 cards marketing
it.
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15 — Support a cause that matters.
Tap into something that’s already exposed to my target market. Example: an insurance
agency sponsors a little league team because they know that the people who go to the games
are the people they want to reach.
Look at target market and see what is a target charity of that market.
Look at target market, see what cause, charity is already integrated part of market, attach
yourself to it.
In Apprentice, one of them decided to use a charity. Had to use a dog, decided to affiliate with
Kitty Kare, but cause might not endear to dog owners.
16 — Align yourself with an expert.
Inside every community, there is someone who is considered to be an expert in the industry,
etc. By aligning yourself with someone else, you can get your face out there and may gain
credibility simply by association. Use the expert’s/mentor’s name in order to gain more
attention. Even if it’s going through a training program. The Apprentice – aligning themselves
with Donald Trump regardless of when they ‘lose’.
Inside of every community, there is someone who is already an expert, read local business
journal, papers, who is already known. By becoming protégé of that expert, you end up
increasing credibility of your image.
Les Brown, has successful speaking practice (married Gladys Knight), decided to put on
training program for aspiring speakers. Most people to sign up to become his protégé.
Jack Kevorkian, Jeffery Figer is his attorney, big nobody, but willing to do Kevorkian defense
gratis, so Figer aligns himself with expert in different field, increases his image.
People on apprentice, most are already making a six-figure income, do the show to align with
expert, exposure will help, with D. Trump,
17 — Sponsor community events.
Has to do with what your product is, sponsor something that markets to your target, don’t
spread too thin,
18 — Sponsor business events.
Bring a business expert in to speak. Sponsor an event that features you as the expert. Offer a
workshop for businesses that are smaller than yours.
If business to business – do business. If you’re trying to get individuals involved – do
community. When you decide which type of event, make it relevant to the target group. i.e., a
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wellness day for seniors. If you’re doing business to business – get the biggest bang for the
buck, mc the event, introduce people, etc.
Needs to bring you into contact with target, position yourself as the expert.
19 — Develop a personal scrapbook.
Collect photos, articles, ad copy, etc. that show you and your work.
Could be website, could be a photo album, could be a 3-ring binder, could be a scrapbook.
Allows you to control the image that is out there, can give you focus on what you need to work
on. Intro tool to certain market segements. Leave the scrapbook out and available for
prospects and clients to look at and look through. Adds to your credibility.
As you start to do more and more things, you start to build an image of yourself in the
community., may be a web site, actual book, but all the photos, any awards, etc,
Allows others to see what you have done,
Allows you to see what progress you are making, you may need to focus on other things.
Allows you to perfect your image,
Can be introductory tool,
Curriculum Vitae is here
Leverage all you do to leverage image.
Linda, as real estate agent, would leave her scrapbook for clients when she needed to be
gone,
Increases credibility,
Blank placards for comments, those could be included in scrapbook.
20 — Focus on kids and you get their parents.
From a tension mgmt perspective, if you focus on kids, you’ll get their parents. Kids
raise tension. Parents have lots of tension about what their kids are involved in. The
needs of parents are put off until the needs of the kids are fulfilled. If you can get on the
kids agenda, will get the parents focus. If you could support a local team or scout troup,
you may get the kind of attention you want from the parents.
You have to know in advance which kinds of parents you are trying to impress.
If you are providing professional services to business owners, parents you are looking for own
their own businesses. Where are their kids?
21 — Society rewards vanity.
We are always attracted to the most perfect, the most symmetrical. You have to make
yourselves look good in all aspects: appearance, presentation skills, voice, etc. If you’re
unsure about how you’re doing here, get some feedback and coaching.
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You are trying to make yourself memorable. Need to understand how people’s attention
is captured by someone. Attraction is a side affect of symmetry. The more symmetrical
a person is, the more attractive they are seen. The more attractive, the more noticed.
When women were first entering the business world, they were trying to become gender
neutral. The fact is that they had a lot more power staying true to their female nature.
Society rewards vanity because nature rewards vanity.
Be as attractive as possible as society/nature rewards attractiveness.
22 — Develop a charismatic persona.
You can’t afford to blend. If you are blending in with everybody else, the image is not
going to be noticed. People are drawn to Charisma. Smiling, warm & inviting, positive.
Charismatic person is more interested in others. Charismatic person has the ability to
bring out the best in others, make people feel better about themselves. Never criticize,
condemn, and complain.
People drawn to them warm, inviting, interested in others more than self. Bring out the best in other
people. Draw people to me by making them feel better about themselves. Never criticize, condemn or
complain. Play nice in the sand box.
23 — Leadership through Edification
Why is edification a great tool? Edification is a way to
building credibility. It awakens pride in someone else. The
power of edification in Image Marketing is not only about
appearing more credible, but it boosts a sense of pride. The
more you make them feel wonderful about themselves in true
specific ways, they think you’re wonderful. They in turn will
speak positively about you. True leaders are always looking for
ways to showcase those around them. People that are edifying are
more memorable.
Building others creditability. Awaken pride in others. Put attention on others in a meaningful
way. Genuinely learn about others. Make others feel wonderful about themselves. As you
make others feel good about themselves they will want to talk well of you. What factoids and
humanizers do they want said about them.
24 — Need a makeover?
Go get one. From a tension mgmt perspective, “clothes make the man.” Need to decide
what your image looks like.
If you’re feeling bad, go do something to spruce yourself up. What image do you want to
project? Be specific.
25 — Wardrobe.
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26 — Make yourself memorable.
How do you go about making yourself memorable. What is it that you
always do. What is your trademark? Can be anything.
Do something about your appearance to set you apart.
27 — Get a great photo from a great photographer.
It is never a mistake to as often as possible have a great photo taken from a great
photographer.
28 — Put your photo on everything.
Franz Welser-Most has his picture in the Cleveland Orchestra programs several times. Get
Denise’ picture out there.
Your personal photograph is priceless when you are the “service”.
29 — Shun silly business names.
Clever names are OK, though.
Don’t let them have to figure out who you are! Put your name in the name of company, at very
least!, if you are the service you are selling. Choice of name is very important (First Third
Bank, Dress Barn—are examples of unattractive names—they make you wonder instead of
spelling out what they do..and who would want to brag about buying a dress in a Barn?)
Don’t make people figure out what you’re all about. People don’t need to be confused by the
name of your company. Ie, the 5th third bank, web-devices (not a www company, but
construction harnesses)
30 — Understanding Branding
Takes time for brand to be established in people’s mind. Don’t modify
it as it will never stick; be consistent in depiction. Stick with as
long as it takes to solidify.
It takes time for a brand to be established in the mind of people. You can’t change midstream
or the brand image won’t stick.
31 — Personal logo.
Don’t think an industry logo is the same as a personal logo; these are visual identifiers
but not necessarily personal (lawyers: scales, Professional speakers: microphone) A
personal logo distinguishes the individual. Logo + photo+ business name = the
three things that make your personal identification memorable.
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Logo should identify you, not the industry – scales of justice for legal, microphone for
speakers, etc.
32 — Theme and context.
Consistency: seamless marketing! Color, Type, Paper, Font all make a difference in the
image you are trying to convey (examples: Lawyers, traditional, established, credible,
so they use black/gold , engraved with very traditional type like times/courier. Another
example is the W Hotel that uses the diecut W in all the paper products they supply—
this alone establishes and projects an image.
Colors, type style, raised lettering, embossed letterhead, engraved, etc. It should all be
seamless – matching throughout all items used in marketing.
33 — Personal brochure.
A useful tool to help distinguish you from your competition. Could contain biographical,
professional, historic info. Purpose is purely to set yourself up as a distinguished individual.
Include factoids and humanizers. One for Denise and one for the ODT?
A personal brochure distinguishes you from all others; add personal comments made about
YOU….add a listing of associates from companies that have attended your showcases
A useful tool to help distinguish you from your competition. Could contain biographical,
professional, historic info. Purpose is purely to set yourself up as a distinguished individual.
Include factoids and humanizers. One for Denise and one for the ODT?
This is not to establish your business, it is to establish you.
34 — Stationery.
Use picture or not – depends on the business. Individual business, perhaps, legal, perhaps
not. What is the usefulness of the letterhead.
35 — Compile Curriculum Vitae
means “Course of your Life” so you should keep an exhaustive listing of all programs,
speaking engagements, articles written, etc., of what you have done. Include keeping
track of time so at some point you can compile how many hours you have spent
instructing MasterStream; keep track of participant numbers also
Keep a list of everything you do (workshops, seminars, lectures, etc) also where you have
appeared, articles you have written, etc.
36 — Photo Ops
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Look for as many opportunities and make sure YOU are in the photo?
Arrange and organize your own photo opts: i.e., at a showcase with
others who have attended.
You want as many opportunities as possible for your picture to be taken and published. Create
them as often as you can.
37 — Advertising.
When evaluated with regard to tension, most advertising is junk. Poor advertising hurts, rather
than helps your image.
One time shots aren’t really worth it. If you are going to utilize, you must do it consistently in
order for it to be effective.
Pay Attention to Tension is all advertisements (a long term campaign is more beneficial than a
hit and miss, one submission). If your competitors are there, make sure you are there too (it
must work for them) and make sure you are on same page; cover must be exciting also.!)
38 — Press Releases.
Send them out about everything that you’re doing.
Get into the local paper’s “people on the move” column
39 — Write a newsletter.
At least once per month.
40 — Write articles.
41 — Write columns.
42 — Website.
Let people know about what you’re doing on a local level. Let people know about charitable
affiliations, etc.
43 — Ad specialties.
These should address where someone feels out of control. Don’t waste money on the
standard stuff like key chains, etc., that people don’t care about. What would be appropriate
for ODT? For instructors, students, parents? Lamb’s wool for point shoes?
44 — Don't be cheap.
Buy the good stuff and give them away more sparingly.
Don’t be afraid to create some of your own, e.g. reference cards, pocket guides.
45 — Align yourself with the media.
Let the media know that you exist, you look good on camera, you’re available, you have
something interesting to say, that there are some interesting topics that you can discuss, etc.
46 — Provide the media with story/angle ideas.
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47 — Press kit.
Photo, CV, topic list
48 — Get endorsements.
49 — Gather testimonials.
50 — Become publicly/politically active.
51 — Serve on boards of directors.
52 — Be an active chamber volunteer.
53 — Create a networking opportunity.
54 — Participation in Trade Shows
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