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11
The five rules of Marketing Velocity
• No one can be more passionate about your company than you are– You set the ceiling, do you want an underground car park or the
Sistine Chapel?
• Consensus kills, speed thrills– Getting nine people to agree wastes time. Marketers have to do
much more, much faster.
• Failure is to be eagerly sought out– Every flop is a war medal. Your job is to collect so many you need
a new uniform to display them.
• Too much process murders passion– If you need a chart to track it, maybe you shouldn’t be doing it.
• Get the budget on the screen– Hit the market with something new every week
13
The V team• A small team of ideas people
– Super-creative, multi-disciplinary
– Their job: engage with client and generate ideas
• A crack team of producers
– Young, fast, digital natives
– Their job: produce things and get them into the market
• A disciplined team of tacticians
– Experienced marketing campaigners
– Their job: drive people to the new content and vice versa
14
Velocitize your marketing in 14 days
–Day One: Boil the Ocean Workshop– Where we learn everything we need to know about you
– Our side: Creative Director, Strategy Director, Digital Guru, Chef
– Your side: Marketing guy, Sales guy, Techie
–Day Two: We go away and play– Develop 15-20 new ways to look at your story
– Morning: two customer calls; Afternoon: work
–Day Three: We come back and bury you– And decide on five things we can do in the next ten days
–The Next Ten Days– We produce the five things.
–Day 14: we go live