Title: Building A Brand Name On A Shoestring Budget
1Building A Brand Name On A Shoestring Budget
- Meet The Pros 2005
- February 21, 2005
- Deb Bass
2Session Objectives
- Discuss the branding basics - CRM
- Marketing plan construction
- Advertising mediums
- Putting customer feedback to work
3Disclaimer
- Marketing professionals we are not
4Bass Associates, Inc. Company Background
- Full service I/T consulting
- Founded in 1993 by Jon Deb Bass
- Headquartered at 2027 Dodge
- Currently 75 employees, projected 8 million in
revenues - Niche focus
5Bass Associates, Inc.Snapshot of Customers
- 75 EMPLOYEES
- 8 MILLION IN ANNUAL REVENUE
- LOCAL CUSTOMERS
ConAgra, Inc. Northern Natural Mid American
Energy World Insurance Omaha World
Herald Ameritrade Methodist Health System
Union Pacific Railroad BlueCross BlueShield of
Nebraska AG Processing, Inc. Qwest Mutual of
Omaha Aquila State of Nebraska
6Branding Basics - CRM
- A never ending process to build ...
- Name recognition
- Appeal to the human element
- Never underestimate nor overlook an opportunity
- Consistency of the message
- Internal people brand important too
7Simple Branding Lessons
- Consistent message
- Consistent delivery
- Pay attention to the details
- Focus on what makes you stand apart
- Build on establishing and maintaining a
relationship, not making a sale
8Why Choose Bass Associates, Inc.?How Are We
Different From All the Other I/T Human Resource
Management Companies?
- An established consistent Nebraska presence, the
name you have trusted since 1993 - Top I/T Resources, selected through a stringent
10-step hiring process and regularly documented
consultant status reports - A commitment to bring our clients the best
hometown value ask anyone of our over ninety
five invoiced clients this past year - A dedication to listen and learn about your needs
from our consulting services management team who
have a combined total of sixty eight years in the
industry - A suite of superior I/T solutions to meet your
needs via our team of over seventy I/T consulting
professionals and a number of business partners - Open communication and contact channels with
client managers every thirty days via phone and
written satisfaction surveys every six months - A focus on building long-term relationships and
partnerships through our forty hours no bill
satisfaction policy - Hands on personal touch approach with Bass
brownies and beans deliveries - The first I/T consulting company which adhered to
the State of Nebraska Sales Tax Regulation -
- Is there any wonder why Bass Associates, Inc.
is the trusted name in I/T Consulting Services? -
- Experience why we are our clients First and
Preferred Choice!!! -
9Relationship Marketing
- Moved from Information Age to the Relationship
Age - Listen to your customer be customer centric
- Two important points of customer contact
- Personal touch from the high level exec
- What solutions can you provide to solve their
problems?
10Bass Associates Vision
- To be our clients first and preferred choice by
providing optimal business solutions through the
building of meaningful, long-term relationships
and partnerships.
11Bass Associates, Inc. Mission
- To make our customers successful by providing
optimal business solutions using flexible and
responsive resource management while creating new
and challenging career opportunities.
12Appeal to the Human Element
- Much more than a software package
- Be creative, make it tangible
- Display a warm friendly environment and community
minded - Every employee a member of the marketing army
- Constantly build on customer feedback
13Building A Marketing Plan
- Assemble a 12 month plan with a budget for
internal external customers - How much should you spend?
- Execute the plan
- Review and revise as necessary
14Sample Marketing Plan
- External Customer January 2005
- Outdoor Billboards 2
- Radio Campaign 2 weeks
- Career Link/Hot Jobs OnLine Search
- Brownie and Beans Deliveries
- MBJ Ad Jan.16
- On Site Client Lunches 2
- Recruitment Open House
15Sample Marketing Plan
- Internal Customer February 2005
- Pizza Night Feb.5
- Employee Group Luncheon Feb.17
- Performance Reviews
- Service Awards/Birthday Baskets
- ICT Employee Lunches
16Prospecting/Name Recognition -
- Hard Copy Ads
- Billboards
- Radio Advertising
- Targeted Mailings
- Corporate Sponsorships
- Business Shows
17Reputation as a Quality Organization
- News articles
- Become The Place to work do business
- Core business values
- Protect your reputation
18Bass Business Values
- Maintaining positive relationships
- Delivering quality customer service
- Demonstrating honesty and integrity
- Building on our reputation as a quality solutions
provider - Practicing open and supportive communications
- Exceeding business commitments
- Delivering results
- Being community minded
19Trade Shows
- The booth
- The staff
- Appeal to your guest
- Follow-up
20Special Events
- Customer Appreciation Events
- Educational Seminars
- Corporate Sponsorships
- Private Outings
- Catered Client Site Lunches
21Pay Attention To The Details
- Client site luncheons
- Logo napkins
- Follow-up communication
- Brownies and jelly beans
22The Miraculous Bass Brownie
- Simple concept
- Consistently delivered
- Appeals to the human element
- Symbolized our company philosophies
- Thanks the client for their business
23How Do Brownies Relate To I/T?
- Niche focus on local value provider
- Set us apart from the competition
- Added personal touch to a cold industry
- Epitomized Bass values and standards
24Followed By The Bass Beans
- Small reminder we visited
- More impromptu
- Reflects different occasions
- Delivered throughout the year
- Carries an appreciation message
25Putting Client Feedback To Work For You
- Client testimonials
- Targeted mailings
- Maintain consistency
- Recycle the info and build on the concept
- Communicate with internal and external customers
26What Our Clients Are Saying
27What Our Clients Are Saying
-
- Heres What Our Clients Are Saying
- Twice a year Bass Associates, Inc conducts a
satisfaction survey of their client managers.
The February 2003 results revealed, 74 of those
who responded rated the services they received
from Bass as excellent. The remaining 26 rated
the services as good. - The same managers were also asked to rate the
staffs responsiveness to their needs. Once
again, Bass Associates scored 89 excellent and
11 good. -
- Good business relationship, good results. Dana
Haynes, Nebraska Furniture Mart - Local, understands my needs, communicates at my
level. Steve Schmitz, OPPD - Highly recommended by industry and personal
references. Noreen Hebda, Universal Warranty - For the past 7 years that I have been dealing
with Bass, I cant remember a time when they have
put a potential candidate in front of me for an
interview that didnt match the qualifications I
was looking for. Bass consistently does a very
good job in screening their candidates. Brian
Wallman, Union Pacific Railroad - Easy to work with, talented resources and
reasonable rates. Dave Dibben, Central States
Health - Because they are easy to work with, provide good
resources and provide Bass Brownies. Paul
Anctil, Aquila - Easy to work with, great technical
qualifications, and a staff that says What do
you need us to do not That isnt my job. Jan
Rowe, Childrens Hospital - Quality of service. Rashid Mohiuddin, LaRue
Distributing - Their availability and flexibility. They give
sound advice and direct us toward preparing for
the future. Laurie Sokolik, Goodwill
Industries - Professionalism, responsiveness, quality of
candidates. Charlotta Catlin, OPS
28The Unsatisfied Customer
- Wealth of information
- Opportunity to shine
- Never give up
- Can be your most powerful ally
29Conclusion
- Build on the enthusiasm of others
- Build on previous successes
- Dont be afraid to brainstorm and try new ideas
- Make it fun for everyone
30Bass Associates, Inc., a HunTel Company
- Bass Associates, Inc.
- 2027 Dodge St. Suite 500
- Omaha, NE 68102
- Voice 402-346-1505
- Fax 402-346-6454
- E-Mailinfo_at_bass-inc.com
- HTTP www.bass-inc.com