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How does your organization build brand, revenue and relationship? Is your marketing ad hoc, confusing and lack consistency? You may need the Mythology Marketing System.
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Mythology builds belief in your business by installing and managing an advanced,
measurable marketing “system”.
We’d like your feedback on this approach.
www.mythologymarketing.com
Mythology
www.mythologymarketing.com
Mythology is a breakthrough marketing system for growth-oriented organizations who want to improve brand, revenue and relationships.
Marketing Research and
Planning
Marketing Infrastructure
Customer Campaigns and
Experiences
Roadmap Capabilities Results
Marketing used to be much simpler.
www.mythologymarketing.com
Choose a compelling message…
…and deliver it through a few communication channels that
reached the masses.
It was glamorous.
It’s just not like that anymore. It’s hard work!
www.mythologymarketing.com
Your customers are fragmented and distracted… They each receive up to 3,000 commercial messages a day.
They’re also more cynical. They don’t trust what your “advertising” is saying.
Word-of-Mouth and User-Generated Content (Conversations!) Have all the Influence
A high-impact recommendation from a trusted friend or colleague conveying a relevant message, for example….
….can be up to 50 times more likely to trigger a purchase!
Business decision-makers rely on word-of-mouth from peers for over 50% of their buying decisions.
Keller-Fay 2008 studyMcKinsey Quarterly April 2010
A Coordinated Conversation is Required.…But Two-Way Conversations are More Difficult
Than One-Way Megaphones!
www.mythologymarketing.com
You need a “system” to hold effective two-way conversations that lead to long-term, profitable
revenue growth.
Mythology Marketing System™
Brand Revenue Relationships
1Your goals are simple,
but ambitious: Grow brand, revenue and relationships.
Mythology Marketing System™
Brand Revenue Relationships
Unfortunately, the world of fragmented media and cynical customers has
become far more complex.
2
Mythology Marketing System™
Brand Revenue Relationships
You need a simple, measurable marketing system to achieve your
goals.
3
Plan. Manage. Measure. Optimize.Build.Know.
Mythology Marketing System™
Brand Revenue Relationships
Mythology builds a marketing system for you that hides the complexity …so
you can focus on your customers.
4
CustomersProspects
CompetitorsTrends &
Opportunities
Strategic Marketing Plan
& Campaign Plans
Infrastructure & Marketing Capabilities
Brand, Revenue &
Relationship Programs
Short- & Long-Term Results
Across the Customer
Funnel
Performance Reviews, New Opportunity Identification and Improved
Campaigns
Plan. Manage. Measure. Optimize.Build.Know.
Think of it Like This:Marketing is Like an Iceberg
www.mythologymarketing.com
The marketing your audience sees…
TV & radio spotsPrint adsWeb site
Facebook updatesBlog posts
Your Marketing Iceberg…
www.mythologymarketing.com
…must rest on an underlying foundation:
Market researchCustomer feedbackContact database
Content plan & editorial process
Web publishing & social media platform Measurement process
Mythology builds belief in your business by installing and managing
an advanced, measurable marketing “system”.
A Marketing System Approach is far More Measurable
More Measurable = More Accountable
www.mythologymarketing.com
Advocates LoyalCustomers
Awareness
Interest/Preference
Action/Inquiry
Conversion
• % of target audience aware• % of target audience who plans
to take action • Search engine queries, web site
visits, video views, calls, lead form entries
• Purchases, participants • % and # of repeat customers• Frequency of repeat customers • % and # of recommenders
Bran
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System Deliverables
www.mythologymarketing.com
Stage Deliverables
Know the Environment Customer & Prospect Profiles Competitive Analysis Industry and Market ProfilesBaseline Brand Analysis
Develop the Plan Strategic Marketing Plan (1-3 year view) Campaign and Tactical Program Plan (3-6 month view)
Build Infrastructure Team Assessment and Training Plan Data and Technology Alignment Plan and ProcessCampaign/Content Development and Management Business Process Optimization
Do Campaigns Brand and Awareness Campaigns Demand (Lead/Revenue) Generation CampaignsRelationship and Loyalty Marketing Programs
Manage Projects Marketing Project Management
Measure Impact Performance Dashboard Campaign and Program Metrics Reporting
Optimize for ROI Campaign/Program Performance Management Innovation Process
Marketing InfrastructureLaying the Internal Groundwork for Effective Marketing
www.mythologymarketing.com
Brand Content Web Presence Training and Alignment
Business Process Tools and Technology
• Value Proposition
• Brand Identity and Messaging
• Brand Guidelines
• Brand Affinity Metrics
• Subject Matter Experts
• Content Creation Tools
• Writing and Editing Skills
• Editorial Review and Approval Process
• Web Site • Social Media
Touchpoints• Data Capture • Measure-
ment • Response
Matrix and Guidelines
• Roles and Respons-ibilities
• Incentives • Sales-
Marketing-Customer Service Team Alignment
• Campaign Manage-ment
• Lead Processing
• Data Manage-ment
• CMS• CRM • Campaign
Mngt • Contact/ List
Mngt • Surveys• Email
Campaigns • Mobile/ Text • Collab-
oration
The Mythology Marketing System delivers an ambitious, yet realistic three-year roadmap towards empowering your organization to be a world-class marketer through simple, prioritized investments in marketing infrastructure. It combines immediate impact with a long-term commitment to constant improvement.
Technology and ToolsSupporting the System Through Simple, Cost-Effective Enablers
www.mythologymarketing.com
Categories* Sample Tools*
Content Management (CMS) Joomla, Drupal, Umbraco
Customer Relationship Management (CRM)
Salesforce.com, Zoho, MS CRM
Campaign Management Marketo
Surveying/Research Survey Monkey, Constant Contact
Email Campaigns Constant Contact, MailChimp
Mobile/Text Marketing WhamMobile, Promo2Cell
Customer Collaboration Wikis, SharePoint
Internal Sales/Marketing Team Collaboration
Wikis, SharePoint
Mythology works with your existing tools or can suggest and manage new
ones to fill key gaps.
Does it Work?You bet it does. You can measure it!
www.mythologymarketing.com
Elkins, WV
“Measuring the actual value of our marketing, public relations and community health promotion programs has always been a struggle.
“Mythology guided us through a comprehensive strategy to benchmark community perception, set measurable goals and evaluate our progress.”
Elizabeth Teets, Marketing DirectorDavis Health System
The System Works Across IndustriesFrom consumer to “business-to-business”
www.mythologymarketing.com
“[Mythology’s] comprehensive approach to marketing and in-depth analysis of our customers’ needs allowed us to target our marketing budget to produce maximum sales.
The 20% sales growth we achieved in 2008 showed the effectiveness of this type of strategy.”
Jeffrey Lusk, Executive DirectorHatfield McCoy Trail System
What Does it Cost?
It depends on a lot of variables, of course: • What is the state of your current marketing infrastructure?• Do you have an existing strategic marketing plan? • What existing customer and research is available? • How many customer segments are you targeting? • How many campaigns do you need to run?
Typical monthly average investments: • Startup organization - $5,000/month • Mid-market growth organization - $10,000 - $15,000/month
All arrangements include: • Detailed deliverables and milestones accountability • Easy 30 day notice opt out • Comprehensive project management approach • Regular detailed results and progress reporting
The Return on Investment
Brand Revenue Relationships
Mythology is prepared to analyze your business and provide an estimated return on investment based on your unique business environment and your priority goals for brand, revenue and relationships.
Mythology is about building belief.Who believes in you?
www.mythologymarketing.com
Let’s build some believers.
mythologymarketing.comtwitter.com/builidingbeliefinfo@mythologymarketing.com
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