Module: Online Tools for Branding, Extroversion and Marketing strategies

1. BRANDING EU - Branding and Extroversion of EU enterprises 2015-1-HU01-KA202-013605 Module: Online Tools for Branding, Extroversion and Marketing strategies Eurosuccess Consulting

2. What is Branding EU? • Erasmus+ KA2 project that has started in September 2015. • The result of a newly formed strategic partnership between 5 partner organizations from 4 different European countries, • Ultimate aim to help businesses at EU level to develop significantly. • Branding EU aims to support and guide: • Businesses, • Self-employed persons, • VET Organizations • Training organizations, • Chambers of commerce and employers' federations.

3. Main objective • To provide the right tools and training materials to members of the target groups in order to develop a trend extroversion and advertise products or services, • Promotion of the culture of extroversion in organizations of the partner countries, • Development of promotional strategies for products of an organization, • Development of a guide in terms of extroversion and advertising.

4. Outputs of the project • Output 1: National and European Research • Output 2: Branding Strategy Handbook • Output 3: Train the Trainers Methodology Pack • Output 4: Training Materials

5. Online Tools for Branding, Extroversion and Marketing strategies

6. Aims of the module • To make the participants understand the major influence and impact the internet and technology can have in the promotion of a company • To make the participants familiar with the available online tools and methods in order to enhance their marketing strategies Key learning points • To analyze the scope and impact of online tools for Branding, Extroversion and Marketing strategies on one’s company • To get familiar with free online tools and applications for the branding process

7. What is Online Marketing?

8. According to TNMEDIA, online marketing is • “…any tool, strategy or method of getting the company name out to the public. The advertisements can take many different forms and some strategies focus on subtle messages rather than clear-cut advertisements.” • It builds up the company reputation by increasing its ability to be found online. • Potential customers browse the internet, look for information or simply enjoy their favorite pastimes with an internet connection. By taking advantage of the online tools and resources, it is possible to get the company name out to the public and encourage potential customers to look further for information.

9. Key learning points  • To analyze the scope and impact of online tools for Branding, Extroversion and Marketing strategies on one’s company • To get familiar with free online tools and applications for the branding process

10. Discussion: how important do you think online tools are for branding? Why? Main issues to consider: • Can a company be sustainable in 21st century market without a substantial online strategy? • Has online marketing proven more efficient than the traditional one? • What are the advantages/disadvantages, if any, of online tools for branding?

11. The importance of online tools in the Branding Strategy • It is the media that has grown the most in recent years • It provides a very effective positioning for all targets • It is an excellent way to interact with the public and improve all marketing variables. • To inform, sell, distribute and serve the customer • Online advertising improves brand recall and even increase WOM marketing opportunities, or better known as the “word of mouth” to get that many talk about you in a positive way, to recommend you • It enables the company to analyze results in real time.

12. Tips for successful online marketing strategy • Be Where People are Looking • Spend Time. Not Money • Everything is Measurable • Constant Improvement  • Prepare for the future

13. Online tools for logo creation

14. Online tools for online branding

15. Online tools for website design

16. Online tools for social media strategy

17. Case study: Airbnb

18. Airbnb is a peer-to-peer online marketplaceand homestay network enabling people to list or rent short-term lodging in residential properties, with the cost of such accommodation set by the property owner. The company receives percentage service fees from both guests and hosts in conjunction with every booking. It has over 2,000,000 listings in 34,000 cities and 191 countries. • It is considered as one of the most successful startups on a global level, selling not a product, but online services.

19. Why has Airbnb become so successful? • They have invested solely on online marketing • Airbnb’s management of listings is a form of carefully curated content. The most appealing spaces on Airbnb’s website are ranked higher in the website’s search results, while listings with lower ratings or  lower quality content, in general, are harder to find due to a good algorithm and employees who curate and feature the best content.  Visual stimulation matters in attracting your potential clients/buyers

21. Case study: Airbnb • Airbnb offered the mutually beneficial service of professional photos of the spaces listed on the site and guidelines for user-generated images. • This way, the visuals provide better content and the spaces become more attractive to users searching for a place to stay. • It’s a win-win situation for Airbnb because their digital marketing strategy optimizes their own search engine listings  • The users are also allowed to rate their stay, and to comment on each listing so as to provide a better overview to the subsequent potential clients. This strategy makes the process more familiar and with less chances of risks, e.g. booking a place only to find out that it was not what you have expected.  maximized customer experience

23. Case study: Starbucks • “My Starbucks Idea” is the popular coffee brand’s consumer portal where customers can submit ideas and vote/comment on other’s thoughts about improving the product(s). • In a company where the “experience” compensates for the high prices, it is in Starbucks’ best interest to receive feedback directly from the customers themselves.

25. Why is it important? • Through this initiative, Starbucks has managed to create a common platform for its customers, which bridges them together with the company, developing a direct link between the two. • The consumers feel appreciated that their recommendations and suggestions are being taken into account, and the company uses the customers’ feedback directly to improve their customer experience; a win-win situation.

26. “Your brand is what other people say about you when you’re not in the room”. Jeff Bezos, CEO and Founder of Amazon “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is”. Scott Cook, co-founder of Intuit, director of eBay “A company’s website is the brand. It’s the hub of consumer experience, the place where all aspects of a company, from its annual report to its products to its support, intersect. It’s the company in a nutshell”. Sean Carton, Carton Donofrio Interactive “Branding is the art of becoming knowable, likable and trustable”. John Jantsch, author

27. Thank you for your attention! Eurosuccess Consulting Ltd Karyatides Business Center 56, Stavrou Avenue Block A2 – Office 205 Strovolos - 2055, Nicosia • +35722420110info@eurosc.eu