Branding Workshop - 23. Feb. 2010

We had a branding workshop in the morning by Phil Heaton.
We have thought of what brand is and why people choose the brand.

"what makes you special, and what your are fomous for"
secial = defining, famous = delivering

[Case of branding for 'wrap & co']

< Business Planning >

What do we do?
Make tortillia wrap sandwiches a 'mainstream' fast food offer
Why do we do it?
To give people everywhere a better alternative to bread sandwiches.
How do we do it?
By offering the best choice and value for money with great customer service

< Brand definition >

Mission
Give people a healthier, tastier choice of fast food.
Vision
To establish WAC as an international brand within 5 years.
Values
Choice, quality, service, excellence
Essence
Revolutionary

< Brand delivery >

Proposition
Do yourself a flavour!
Performance
Food that's better for less bread.
Personality
Fresh, friendly and 'funky'

We also had practical exercise for defining a mission, vision, values, essence the brand. We have got 3 biggest brands in the world - Apple, Google, BBC.
Our group(IDM) did it for Apple.



After that we also created the principle of branding for our business.

Industry of Online Advertising

Online advertising industry
Online advertising began in 1994 when HotWire sold the first banner ads to several advertisers. Revenue in the United States grew to an estimated $7.1 billion in 2001 or about 3.1 percent of overall advertising spending.
The dot-com bust destroyed or weakened many of the early online advertising industry players and reduced the demand for online advertising and related services.

What does it look like?
The online advertising industry concerns buying and selling advertising space that is accessed by viewers through the Internet.
(1) “search advertising” that appears on searchresults pages
(2) “display advertising” that appears on non-search web pages
(3) classified listings that appear on web sites
(4) Internet e-mail based advertisements.





The industry regained momentum by 2004 as the business model for “Web 2.0” came together.
A number of businesses emerged that facilitated the buying and selling of advertising space on web pages.
(e.g; Google has had a seven-fold increase in its market value from August 2004 when it was valued at $29 billion to $215 billion in December 2007.)

Cash Flow forecast

We completed a cashflow forecast statement for our company for the first year.

Cash flow forecast statement (Excel Spreadsheet)

Screenshot - cashflow for first year

Profit and Loss forecast

We did a profit and loss forecast statements for the first year, second year and third year for our company.

Profit and Loss (36 months) statement (Excel spreadsheet)

Screenshot - First year


Second year


Third year

What are we?(IDM agency)

Elevator Pitch
IDM Agency that is online advertising agency and Foteini, Ikbal and me deliver cost-effective digital advertising using social networks focusing on promoting start-up (small-scale in general) companies.

Our Services
We have been thinking about the services our agency should provide so We decided to use the power of Viral Marketing in social networks trying to find ways to promote clent's services and products.

Viral Marketing

The viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.
-WikiPedia-

Elements of a Viral Marketing Strategy
1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others' resources

Principle of Viral Marketing

Startup budget (IDM)

For the second week, we discussed the budget we need to start our company(IDM). This excel file is that we estimated out expences in "one-time" and "on-going".
Afterwards we divided the ongoing expenses into "fixed" and "variable" for those which don't change over the time and for those which adjust to the sales our company has. In the variable expenses we included Advertising costs because it clearly depends on the sales we achieve.

Screenshot


Excel file
Start-up budget of IDM agency