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AVOIDING THE MARKETING HOUSE OF CARDS
SXSW INTERACTIVE 2016PANELPICKER PROPOSAL BY MICHELLE TRIPP
AVOIDING the MARKETING HOUSE OF CARDS
SHARE YOUR VOTE IN SOCIAL MEDIA:#sxsw #marketinghouseofcards @michelletripp
VOTE FOR THIS SESSION AT PANELPICKER.SXSW.COM
FACEBOOK LIMITED ORGANIC REACH
TWITTER PROMOTED TWEETS
GOOGLE PREFERRED BRANDS
MOBILEDEEP LINKING
The best thing I like about humans is that they stack so neatly.
ARE YOU BUILDING ON AMARKETING
HOUSE OF CARDS?
WHAT CAN STARTUPS & MARKETERS DO?
3 AGGRESSIVE STRATEGIES(Frank Underwood would be proud of)
1... CRAFT a CUSTOMER JOURNEY That Includes an Insanely Attractive
Data Capture Point You Control
2... CREATE a CAMPAIGN AROUND a BIG MARKETING IDEA
That Appeals to Vanity
3... DEVISE an ADDICTIVE PURPOSE for YOUR PRODUCT
That Insinuates Your Brand Into Daily Life
THE TACTICAL GAME
80% OF SALES ARE MADE ON THE
5TH TO 12TH CONTACTTHINK IN ECOSYSTEMS -- NOT SILOS
BRAND
SELF-OWNED CONTENT REPOSITORYREGULAR SHAREABLE CONTENTCONSISTENT SOCIAL PRESENCECOHESIVE BRANDING
MINT
ADVERTISING
PERFORMANCE GOALS SUCCESS MEASURESNO MORE DIGITAL ISLANDSIN-THE-MOMENT MESSAGEADS SUPPORTING CONTENT NOT CONVERSIONS
NIKE
PROMOTIONS
GENEROUS SOCIAL PROMOTIONSCUSTOMER-CENTRIC PURPOSE IN ENGAGINGHIGH-VALUE GIVEAWAYS
DROPBOX
PERFORMANCE GOALS SUCCESS MEASURESCONVERSATION MAPIN-THE-MOMENT MESSAGESSEAMLESS LANDING PAGEHIGH-PERFORMING LIST
COOK SMARTS
EXPERIENTIAL ENGAGEMENT
BRAND FABRICIN-THE-MOMENT EXPERIENCEHUMAN BEHAVIOR MOTIVATIONSFUN AND IMMERSIVE
VOLKSKWAGEN FUN THEORY
PARTNERSHIPS
MOBILE DEEP LINKING IN-THE-MOMENT ACTIONPARTNERS WITH STRONG USER BASEPARTNERS WITH THEIR OWN ECOSYSTEMS
UNITED & UBER
DON’T be EVIL Be FORMIDABLE
AVOIDING the MARKETING HOUSE OF CARDS
VOTE FOR THIS SESSION AT PANELPICKER.SXSW.COM
