BRANDING EU Branding and Extroversion of EU enterprises

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Module: Online Tools for Branding, Extroversion and Marketing strategies Eurosuccess Consulting

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 What is Branding EU? • Erasmus+ KA 2 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.

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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.

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Online Tools for Branding, Extroversion and Marketing strategies

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 What is Online Marketing?

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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.

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Discussion: how important do you think online tools are for branding? Why? Main issues to consider: - Can a company be sustainable in 21 st 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?

BRANDING EU - Branding and Extroversion of EU enterprises The importance of online tools in the Branding Strategy 2015 -1 -HU 01 -KA 202 -013605 • 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.

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Tips for successful online marketing strategy • • • Be Where People are Looking Spend Time. Not Money Everything is Measurable Constant Improvement Prepare for the future

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Online tools for logo creation NAME OF THE TOOL TYPE LINK DESCRIPTION Logo Maker Online program https: //www. logomaker. com/ Creating simple logo (free). Logo Maker Professional Online program http: //www. sothink. com/product/ logo-design-software/ Provides sufficient tools and rich templates which offer a quick workflow when designing logos. Logo. Garden Online program http: //www. logogarden. com/ Custom Logo Design With Free Online Logo Maker & Generator. Do-ityourself (DIY) logos. Adobe Illustrator Downloadable form the website http: //www. adobe. com/sea/products/ illustrator. html It has numerous features that give you control over every aspect of your logo design. https: //designapp. io/ Design. App offers high quality logo design and brand design solution. It is not limited only for logo designs, create banner, letterhead, posters and whole your imagination. Design. App Online program

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Online tools for online branding NAME OF THE TOOL TYPE LINK DESCRIPTION Tailor Online Platform www. tailorbrands. com Tailor Brand’s online platform gives a complete corporate identity from logo designs to presentations, or even entire brands. Laughingbird software Downloadable from the website https: //www. laughingbirdsoftware. com/ Company providing different software to create your branding identity. Naminum Online Platform http: //www. naminum. com/append? q=Bee Naminum - Company name. Bynder Online Platform https: //www. getbynder. com/en/ Brand Management Software | Web. DAM Online Platform https: //webdam. com/brandmanagement/ Bynder (free trial) is the leading branding automation solution and powers over 300 brands worldwide, including KLM Royal Dutch Airlines, Logitech and Akzo. Nobel. Brand management captures all aspects of designing, delivering and regulating the desired perception of your company. Quickly delivering, controlling and protecting brand assets while guaranteeing easy access and ensuring consistent usage among an entire organization.

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Online tools for website design NAME OF THE TOOL TYPE LINK DESCRIPTION Doodle. Kit Online Platform http: //www. doodlekit. com/ Website builder for webpages, blogs, shops, forms. www. wix. com A simple fully customizable and Free Web creation tool. Wix. com is a cloudbased web development platform that allows users to create HTML 5 web sites and mobile sites through the use of their online drag and drop tools. www. utterweb. com Utter. Web is a website builder with everything you need to create a perfect brand identity for your business. Wix Utterweb Online Platform

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Online tools for social media strategy NAME OF THE TOOL Sprout Hoot. Suite Social. Oomph TYPE Online Platform LINK DESCRIPTION www. sproutsocial. com Sprout’s social media management tools can help you and your team monitor, respond, measure and collaborate to ensure smarter and faster communication. www. hootsuite. com Online Platform with the ability to manage all your social networks and schedule messages to be published in the future, Hootsuite allows you to expand the dissemination of your activities on social platforms. www. socialoomph. com Boost your social media productivity -- it doesn’t have to be a manual timeconsuming process! Twitter, Facebook, Pinterest, Linked. In, Tumblr, RSS feeds, blogs, Plurk, and App. net! Easily schedule updates, find quality people to follow, and monitor social media activity! Join hundreds of thousands of satisfied users today!

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Case study: Airbnb

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 • Airbnb is a peer-to-peer online marketplace and 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 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.

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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.

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 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.

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 “Your brand is what other people say about you when you’re not in the room”. Jeff Bezos, CEO and Founder of Amazon “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 “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 e. Bay “Branding is the art of becoming knowable, likable and trustable”. John Jantsch, author

BRANDING EU - Branding and Extroversion of EU enterprises 2015 -1 -HU 01 -KA 202 -013605 Thank you for your attention! Eurosuccess Consulting Ltd Karyatides Business Center 56, Stavrou Avenue Block A 2 – Office 205 Strovolos - 2055, Nicosia (+35722420110 info@eurosc. eu