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Visual Marketing Plans. With @benmumbycroft / @oneltd
Design Marketing
Startups
The world of marketing has forever changed
5Digital Dynamics
Scott Brinker / Hacking Marketing
@benmumbycroft | @citystarters
Welcome
@benmumbycroft | @citystarters
The last three years, we have seen extraordinary events. Who knows what is going to happen tomorrow, let alone next month?
Mervyn King, Ex-Governor of the Bank of England
Meanwhile in Marketing
@benmumbycroft | @citystarters
12-months later
Time for another marketing plan!
Detailed and rigid long-term (marketing) plans are largely a fantasy. This is partly because our business environment can change so quickly.
Scott Brinker, Author of Hacking Marketing
Objectives Audit Strategy Control
and customer
Sorry guys, Ive already moved on!
Plan meets World
1. Individuals and interactions over processes and tools
2. Working product over comprehensive documentation
3. Customer collaboration over contract negotiation
4. Responding to change over following a plan
Steve blank Customer development guy
concept Dev testing launch customer
Im sorry, why do I need this
again?
customer
Customer Discovery
Customer Validation
Problem Solution fit
Product Market fit
PIVOT
This is awesome!
Alexander osterwalder Business Model Canvas guy
Old School: Leaders with a grand
vision & experts with a detailed plan of action.
New School: Iteration rather than
planning, working from the bottom up, taking baby steps not giant leaps.
@benmumbycroft | @citystarters
Meanwhile in Marketing
WHAT IF We could apply the
same thinking to Marketing?
Reactive Fixed
Vs
Adaptive
100% filing cabinet proof!
4Key Sections
1Marketing Story
I need to get my message across but
hate public speaking!
Amplify.me.uk
Personal, one-to-on
e
presentation coachi
ng
Indie Corporate Trainers
Drama Schools
Communications Consultancies
ME
NOME
ME, ME, ME, ME, ME
For Startups
Refreshing
Approach
2Marketing Goals
To make XXXX per month in revenue
To have 3-5 customers paying me a monthly retainer
To win at least 2 corporate client
gigs
To become recognised as the UKs leading presentation coach for
startups
Etc.
DEC 2016
For the sa
ke of argum
ent
Currently making XXX per month in revenue
Currently have 1 customer paying me a monthly retainer
No current active corporate clients
Employed as presentation coach by UK leading startup accelerator
Etc.
JAN 2016
Ditto
The Goldilocks Test
Current Situation
Aspirational Goals
Why bother?
Current Situation
Aspirational Goals
Hello, McFly!?!?!
Current Situation
Aspirational Goals
Ahhh, just right.
3Marketing Strategy
Startup founders
Startup accelerators
Innovation centres
Previous corp clients
Larger comms agencies
Etc.
Interactive master classes
1-to-1 executive coaching
Skype mentoring sessions
Online Academy
Etc.
Personal referrals via existing contacts
Direct emails and telephone calls
Sponsored posts via LinkedIn
Social media (Twitter & YouTube)
Etc.
Personal, 1-to-1 presentation coaching
Leading presentation coach for
startup founders
Trained stage actor
Tangible before & after results
Etc.
Discounted taster sessions
Strategic freebies
Cost effective coaching options (via Skype)
Dont pay if it doesnt work
Etc.
Stus boundless energy and enthusiasm
Doing things that dont scale (ie over-investing in key clients)
Quarterly check-ups
Amplify Facebook community
Etc.
4Marketing Actions
ACTION 1
ACTION 2
ACTION 3
ACTION 4
ACTION 5
ACTION 8
ACTION 9
ACTION 10
ACTION 11
ACTION 12
Think Big.
Start Small.
ACTION 1
ACTION 2
ACTION 3
ACTION 4
ACTION 5
ACTION 8
ACTION 9
ACTION 10
ACTION 11
ACTION 12
ACTION 1
ACTION 2
ACTION 3
ACTION 4
ACTION 5
ACTION 8
ACTION 9
ACTION 10
ACTION 11
ACTION 12
Start Small.
Scott Brinker / Hacking Marketing
Start Small.
Scott Brinker / Hacking Marketing
SPRINT 1
Research key contacts within Londons startup accelerator
community and target via referrals with personal email
and relevant case study materials
Summary.
Life moves pretty
fast
Key points.
Theres a growing gap between the digital world we live in and the analogue world that current marketing management theory was created in
Modern marketing management has a lot in
common with software development and new business venturing
Modern marketers should look to adopt and adapt new management tools being developed by these fields
Visual Marketing Plans represents a new, more Agile approach to the marketing planning process and formulating marketing plans
Over to you
Try writing a Visual Marketing Plan for your own business, product, brand, super duper
awesomeness etc.
Take a photo and email the results to [email protected] for a FREE review AND give us
your feedback on how we could make it even better.