Dandelion Marketing (Tel Aviv Edition)

DANDELION MARKETING….INCREASE YOUR ODDS OF GOING VIRAL

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Jeremy EpsteinMarketing Navigatorjer979@neverstopmarketing.com

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WAS IT ONLY A

PRINTING PRESS?

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Tools vs. Implications

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#1: Power of Permission

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#2: Ridiculous Reach of the Individual

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#3: It’s an Attention Economy

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#3: It’s an Attention Economy

49% Watch to

End

GO!YOU’VE GOT 90 SECONDS…

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It’s an Attention Economy

No Attention, No Chance of Trust

Attention Trust Revenue

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Correlation BetweenTrust & Revenue

0

10

20

30

40

50

60

70

17

64

AIRLINES NPS

Average Jet Blue

Jet Blue:7.4% Increase & 2009 Profit

Source: 2010 NPS Industry Benchmark Report

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0

10

20

30

40

50

60

70

80

90

2027

33

78

69

78

AverageUSSA

BANKING & INSURANCE NPS

Banking

USAA:2009 Best Year Ever

Home Insurance

Auto Insurance

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Correlation BetweenTrust & Revenue

Source: 2010 NPS Industry Benchmark Report

0

10

20

30

40

50

60

70

80

90

37

78

COMPUTER HARDWARE NPS

Average Apple

Apple:Own ½ Total PC Revenue in 2009

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Correlation BetweenTrust & Revenue

Source: 2010 NPS Industry Benchmark Report

0

5

10

15

20

25

30

35

40

45

22

41

CELL PHONE SERVICE NPS

Average Verizon

Verizon:10.7% Increase in 2009

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Correlation BetweenTrust & Revenue

Source: 2010 NPS Industry Benchmark Report

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SPARK THE VIRAL INFERNO

OUR BEST HOPE?

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But…VIRAL is the EFFECT

228 Million Views!

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No Attention,No Chance of Viral

AttentionViral

Viral

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EarnCommand/

Demand

So What Can We Do?3 Possible Solutions

Pay $$$

Attention

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You Don’t Earn Just Once…

You Earn It Over & Over &

Over again!

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Peter Drucker on Marketing

“The enterprise has two—and only two—

basic functions: Marketing and Innovation.”

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Peter Drucker on Marketing

The aim of marketing is to make selling superfluous.

- Peter Drucker

DANDELION MARKETING

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Nature deliberately

wastes resources in

order to thrive.

Why? Because scattershot

strategies are the best way to ‘fully

explore the potential space.’

*Adapted from Chris Anderson

DANDELION MARKETING

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We’re Going to Increase the Odds (Part 1)

THE FRAMEWORK

SMALLER BETS,

MORE OFTEN

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1:1 Advertising

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Lenovo Case Study

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900Marketing Activities

Market Share

27%

BE REMARKABLE

IN ALL YOUR TOUCHPOINTS

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Your Business Cards

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Your OOF Message

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Your Email Signature

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Your Instructional Videos

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Your Invoices

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You’re JNJ. Whenever the hell you want.

Your Events (and Meetings)

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Your Pricing

$...9.79

“LOL, I love the .79

cents!!” -Michelle Scobie,

Microsoft

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Your Employees’ 1st Day On the Job

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@jer979

Trade Show Booths

Every Touchpoint Matters

Every Action

Eve

ry P

iece

of C

onte

ntE

very Custom

er

Engagem

ent

“We therefore must get incredibly disciplined about

managing all our touch-points.

Every action, every piece of content, and every customer engagement, is a moment of

truth in establishing and building a brand.”

- Mich Matthews, SVP Marketing, Microsoft

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IGNITABLEENVIRONMENT

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CREATE AN

Make It Easy To Share

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Make It Easy To Share

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Word of Mouth (WOM) Triggers

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Offer Browser ViewingAt least 8 Ways to Share

Wondering about BPOS Marketing? Check out this presentation by Never Stop Marketing!

Make Documents Social

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Or If You Want to Embed - Just Copy the Code

Make Documents Social

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DANDELION MARKETING

THE CULTURE

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We’re Going to Increase the Odds (Part 2)

WHAT IS YOUR COMMANDER’S

INTENT?

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FAILURE?

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DO YOU TOLERATE

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High Fault Tolerance

Take Risk

Tolerate Failure

FEEL OR LOOK?DO YOU FOCUS ON

Your Brand Manager

“People won’t remember what you say.

They won’t remember what you do.

They will remember how you make them

feel.”

- Maya Angelou

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Slick Used To Mean Professional

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MARKETER?IS EVERYONE A

Long Tail of Branding…

Single-Minded Proposition

Creating Secondary, Tertiary Brand Propositions

*From The Elongating Tail of Brand Communication

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Make Everyone a Marketer

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Even Someone Else’s Janitor…

FEEDBACK?ARE YOU GETTING RAPID

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Rapid Feedback Loops

MARKETING DEVELOPMENT?

ARE YOU READY FOR AGILE

Agile Marketing Development

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“[Democratization of marketing is]

the most important transition we are making.”

- Jim Farley, Ford Global Marketing VP

The Secret Is Out

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Marketing’s Darwinian Moment

jer979@neverstopmarketing.com

Twitter: @jer979

Linkedin.com/in/jer979

Facebook.com/neverstopmarketing

www.neverstopmarketing.com

THANKS FOR YOUR ATTENTION!