Nsm marketing in a billion channel universe

MARKETING IN A BILLION CHANNEL UNIVERSE

@jer979

Jeremy EpsteinMarketing Navigatorjer979@neverstopmarketing.com

WAS IT ONLY A PRINTING PRESS?

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Tools vs. Implications

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#1: It’s an Attention Economy

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#1: It’s an Attention Economy

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#1: It’s an Attention Economy

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#2: Power of Permission

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#3: Ridiculous Reach of the Individual

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HOW TO SURVIVE IN

THIS ENVIRONMENT?

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Check this out!

Drive WOM!

Doubt the Power of WOM?

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“Word of mouth is the primary factor behind

20 to 50 percent of all purchasing

decisions.”

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Check this out!

Drive WOM!

How?

4 Survival Strategies

1 Be “Remarkable”

2 Be a Good Storyteller

3Build a Dandelion Marketing Culture

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4 Build a Community that Cares

BE REMARKABLE!No One Shares Boring Stuff With Their Friends

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But, I don’t have a

superstar under contract.

Embarrassment or Opportunity?

Business Cards Can Be Remarkable!

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Invoices Can Be Remarkable!

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You’re JNJ. Whenever the hell you want.

Trade Show Booths Can Be Remarkable!

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Bake In Remarkable

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Make it, bake it, just don’t fake it.

- John Moore

Your Marching Orders

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Find 3 Things You Can Control and Go for “Remarkable!”

BE A GOOD(WELL, GREAT ACTUALLY)STORYTELLER

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“The aim of marketing is to make selling superfluous.”

“The enterprise has two—and only two— basic functions: Marketing and Innovation.”

Peter Drucker’s Opinion on Marketing

Stories That Paint Pictures

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Meet Johnnie Walker

• Started in 1819 in Kilmarnock• Longstanding focus on quality and consistency• Family-owned business• Bought Cardhu distillery• Square bottle developed in 1860• Label at 24 degrees• 1909 Red/Black label introduced• 1920-expanded to 120 countries• Won Royal Warrant by George V

Stories That Are Authentic

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http://bit.ly/aILDu1

Stories We Help Other To Tell Themselves

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I’m a size 4! At least at

the Limited.

We’re All Journalists Now

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Turn Facts Into Story

Your Marching Orders

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Your Next 3 Conversations:

1 “Tell me a story of how our products have helped you.”

2 Then, start off with, “Let me tell you a story…”

BUILD A DANDELION MARKETING CULTURE

Spread Seeds Knowing Some Will Thrive, While Most Will Die

Cultural Cornerstones

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High Fault Tolerance

Take Risk

http://www.dandelionmarketing.biz

Commander’s Intent

Make Everyone a Marketer

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Even Your Accountants

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What is the definition of an accountant? 

Someone who solves a

problem you did not know you had in a

way you don't understand.  Have a

productive day!

Even Someone Else’s Janitor…

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Rapid Feedback Loops

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The Secret Is Out

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“[Democratization of marketing is]

the most important transition we are making.”

- Jim Farley, Ford Global Marketing VP

Your Marching Orders

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Create Your Own Agile Marketing Development Process

Allocate Marketing

Dollars

Set Prototype

Criteria

Be Open to Ideas

Implement Ideas

Measure Impact

NURTURE A COMMUNITY THAT CARESCommunity Driven Marketing

Community Driven Marketing

Identify Cultivate Activate

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www.communitydrivenmarketing.com

Identify Raving Fans

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Only 15% Are

“Influencers”

They Create Only 30% of

the Buzz

Cultivate to Earn Attention

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1 Acknowledge Participation

Cultivate to Earn Trust

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2 Curate Valuable Content

90 Days = 9 Posts = 7,018 Visitors

Cultivate to Earn Permission

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3 Connect Like-Minded People

Event 1 Event 2 Event 30%

10%

20%

30%

40%

50%

60%

70%

80%

Increased Turnout for Events

1465

28

Activation

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Your Marching Orders

@jer979

Make a list of your Raving Fans and:

1 Share 1 piece of relevant content with them per week

2 Connect 2 of them with 2 others each week

3 Build the habit first… then figure out how to scale and grow it

Activation!

@jer979

Text 32665fan neverstopmarketing

My Commander’s Intent for You!

The Importance of “NSM”

Pete’s Pub TestPerpetual Beta, As an

Approach

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@jer979

Marketing’s Darwinian Moment

jer979@neverstopmarketing.com

Twitter: @jer979

Linkedin.com/in/jer979

www.neverstopmarketing.com

Thanks for your

attention and permission!