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Marketing Success: Campaign and Content Insider Secrets Revealed!

Hello Oklahoma City! – 10/2/14

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Why am I here?

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Why am I here?

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Why are you here?

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“..if the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday’, that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations.” If the town’s citizens go to the circus, and buy tickets, that’s sales.

If you actually intended for all this to happen …..

that’s marketing!

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1. Implement foundational marketing improvements, including branding, messaging, website, content, and search to increase awareness and support future growth.

2. Build AWARENESS of ACME Products and Professional Services, and EDUCATE our Customers and Stakeholders.

3. Strengthen relationship with select partners to improve credibility, expand ACME sales force, and increase leads.

4. Present ACME as an industry thought leader - a proven, credible provider of TNT Products and Professional Services.

Common Marketing Goals

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“To compete for consumers’ time and divided attention, brands must also find ways to better resonate with their audiences.”

“Building a successful multichannel marketing campaign requires the right mix of channels that offer brands the ability to reach and

engage consumers!”

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Implementation

Referrals

Online Research

Social Media

Outbound

Sales

B2B Buyer’s Journey

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Fundamental Marketing Activities

Web Site & Search

Content/Core Materials

Social Media

Advertising

PR

Events

Email Marketing

Awareness

Lead Generation

Sales Funnel

LeadNurturing: More Email Marketing

Marketing Automation

Sales

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Gaga Marketing ..Mind your P’s

• Product • Place• Price • Promotion

But Don’t Forget your C’s

• Content• Context• Connect• and Community!!

Whether you like her or not she is .. loud, crisp and clear!!!

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Consumer

Company

Customers

Competition

Context

Collaborators

Brand Character

Embody the brand

Customer Experience

Segmenting

Targeting

Positioning

Branding Brand ManagementBranding & Brand Management

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We are working to own our customer’s brain!!!

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Marketing Plan / Outline

1. Marketing Strategy: Ideal Customer

2. Marketing Strategy: Your Remarkable Differentiator

3. Your Buyer’s Journey

4. Branding

5. Educational Content

6. Total Digital Presence

7. Action plan

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Market segmentation is a marketing strategy that involves dividing a broad target market into subsets

of consumers who have common needs and priorities, and then designing and implementing

strategies to target them.

http://www.launchengineering.com/Market_Segmentation.htm

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Every Business Should Begin by Asking the Following:

• Who Are My Customers?• What Are They Like?• What Do They Want?• Where Can I Find Them?• How Can I Reach Them?• What Should I Say To Them?

Basic Market Segmentation

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Marketing Strategy: Ideal Customer

• Are there many of them?

• Enough to bring profits?

http://www.launchengineering.com/Market_Segmentation.htm

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Marketing Strategy: Ideal Customer

http://www.ere.net/2009/07/22/sourcing-insight-market-segmentation/

• Are there many of them?

• Enough to bring profits?

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Segmenting

• People in the various segments of the market want different things

• Segment your market by identifying and determining those needs

• How to identify customer segments?– Market research– Quantitative research (e.g., surveys, customer feedback,

etc.) • Focus Groups• Interviews• Surveys: Telephone, Mail, and Web

– Group the customers with similar needs and give them a suitable name.

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Branding: Targeting

• Focus on a target customer to address the particular customer need(s)

• How to identify the appropriate customer segments for your business:– They have an important need and your brand meets that need – Your brand has the potential to be preferred by them– They have the potential to provide your organization with the

ample revenues and profits over the long run.– You can build a long-term relationship with and increasingly fulfill

the evolving needs of the customer

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Identify your target customersCriteria Residential –

CustomResidential -

InsuranceCommercial –

EE

Customer has an important need and your product/service meets that need

Your product/service has the potential to be preferred by the customer

Customer can provide ample revenues and profits in the long run

Potential to establish a long-term relationship and increasingly fulfill the customer needs

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“Humans have, throughout our history, gathered in tribes… Rather than as a single humanity… people become disconnected from other individuals and organizations that threaten their identity… fear takes over as we fight for our share… we build relationships based on a need for security rather than meaning and fulfillment.”

From:The 7 Mindsets to Live Your Ultimate Life by Scott Shickler and Jeff Waller.

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My Target Market

• Define my target market.• Who is my ideal customer? The one most

likely to buy?• What worldview do you share with them?

What “Tribe” are they a part of?• Write a profile description of my potential

customer, using demographics and lifestyle.

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Who Will Buy?

• DO THE MATH

• How many customers in my profile description are really out there?

• Are there enough of them to sustain my business?

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2) Remarkable Differentiator

• What people really buy?

• Your unique product/service• Your unique process• Your unique experience• Your unique people• Your unique guarantee• Your unique packaging/delivery– …..Against a problem

– Its not about the products you sell, its about the problems you solve!

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Segmentation: Action Steps1. Define the Market Segments2. Collect Data3. Evaluate Proposed Market Segments for Viability4. Define the “Ideal Customer Profile” in each proposed Segment

• SWOT Analysis• Growth Rates• Messaging

5. Evaluate if Segment fits in Strategic Goals• Financial• Channels• Resources

Dig Deeper, Learn, And Grow!

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Express Yourself

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Branding: Positioning

• Think about brand benefits and relevant differentiation for the target customers

• The more detailed the target customer description, the more powerful and nuanced the brand's unique value proposition can be

• Define the intended brand position/positioning (as opposed to the actual brand position in the mind of the customer)

• It will also help later when developing marketing and media plans

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Branding: Positioning

• Think about brand benefits and relevant differentiation for the target customers

• The more detailed the target customer description, the more powerful and nuanced the brand's unique value proposition can be

• Define the intended brand position/positioning (as opposed to the actual brand position in the mind of the customer)

• It will also help later when developing marketing and media plans

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Brand positioning statement

• Positioning statement defined– A one- or two-sentence statement that articulates your product or

service's unique value to your customers in relation to your chief competition

• The four main components– Define the target audience -- the attitudinal and need description of

your core customer group– Establish the category in which the brand competes– Highlight the benefit(s)– Give the potential consumer a reason to believe the brand will

deliver on its promise

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Example of a positioning statement

• For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine!

Source: Dow Bathroom Products

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Example of a positioning statement

• For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin.

NO REASON WHY!

Source: L'Oreal RevitaLift

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Evaluate your positioning statement

• Criteria for evaluation– Ask yourself if the statement is memorable and

focused on the core consumer – Does it produces in your mind a clear picture of how

your brand is different from the competition? – Is it credible and enables the growth of the brand? – Does it serve as a filter for making decisions about the

brand? • Review at a later date and be flexible as the

business environment and competition changes

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Often Forgotten Step.. Competition

Look at your competitors • Their website• Shop them• Talk to customers• Keep a log when you compete

To differentiate, you have to be different …

• Who is your competition?• How do they sell?

• How does your product compare?• How will you win against them?

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Competitive Advantage

• Offering added value• New invention• Satisfaction• Providing more benefits• Solving more problems

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Competitive Status

Strengths Weaknesses Prices

My Business

Business X

Business Y

Business Z

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Summary of Strategy• Who is your ideal customer

• Why are you in business?

• How are you different– Talk to you customers now– Keep talking with them…

• How is Your Product Different?

• What’s your competitive strategy?

• Your pricing strategy?

• Sum it all up in a talking logo

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Your Buyer’s Journey

Timing Trigge

rs

• Like• Trust• Try• Buy• Repeat• Refer

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3) Your Buyer’s Journey

• Know• Google: SEO & Google Ads• Advertising• Direct Mail• Seminar

• Like• Blog• FAQs• Seminar/Webinar

• Trust• Case Studies• Testimonials• Seminar/Webinar

• Try• Free Trial Offer• Introductory Offer• Make it easy to switch offer

• Buy• New Customer Kit• Customers Only Offer• The Special Touch

• Repeat• Customer Marketing

• Refer• Strategic Partnerships• Moments of Truth

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Market Execution Pyramid

http://crowds2crowds.com/market-segmentation.html#sthash.0yGhsjWQ.dpbs

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• Narrowly targeted• 2-step – direct response• Accountable• Awareness for content

Paid Promotion

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Public and Community Relations

• It’s about relationships• Pitch, don’t release• Use online press releases• Speaking• Expert Status • Monthly touch

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Referrals

• Be more referable• Target

• Alliances• Evangelists

• Educate• Offers• Ask• Follow-up

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E-mail Basics

Opt-in mailing lists are now the preferred method for customers.

Consider creating an online newsletter. Consider time-limited online "coupons" that can be

redeemed at your site. Each email should also contain instructions for removed

from the email list. Best email content should be shared. Forwards are nice,

but most people these days want to tweet, Like, +1, post on LinkedIn, or share on other social networks.

Track everything: email open rates, clicks on the link provided in the email, the views on the landing page, and all social media shares.

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Tip: What to post ..

Add Social Media Icons to your email campaigns and all landing pages.

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Infographic

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5. Calculate Costs

6. Align the social media initiatives with business goals

7. Don’t dismiss “soft metrics”

8. Allow for organic discussion to emerge

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Sales and CRM

• Marketing Automation supports Social Integration• Social CRM is supported in Salesforce & Nimble

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Future Plans for Integrated Marketing

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Closing Tips!

Be Yourself as a consistent, unique, and delivering valuable experiences to those who

care the most about you!

Be sure to evaluate:

1. Visual Identity2. Advertising and Media3. Community and Partnerships4. Sales and Customer Service5. Online Presence

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Unburritable!

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Thank You!

Elizabeth Quintanilla

Elizabeth@marketinggunslingers.com

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@mktggunslingers

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