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Plymouth College of Arts
RECOMMENDEDUNTIL AUG 201
AWARD WINNER
@deanbreyley/in/deanbreyley
DEAN BREYLEYMarketing Manager
Professional EOS Implemeneter
Why marketing is
like Supermarket
Shopping &
Ordering Take-AwayPeople take the path of least resistance
the 8 Questions
we market to sell.we sell to receive a benefit.
• Core Values
• Core Focus
• 10 Year Target
• Marketing Strategy
• 3 Year Picture
• 1 Year Plan
• Rocks
• Issues
Productise yourself (commodity / value)
Future Date:
Revenue:
Profit:
Measurables:
What Does It Look Like?
•••••••••••
3-YEAR PICTURE™
THE VISION/TRACTION ORGANIZERTM
1.2.3.4.5.
Purpose/Cause/Passion:
Our Niche:
Target Market/”The List”:
Three Uniques:
Proven Process:
Guarantee:
1.2.3.
CORE VALUES
CORE FOCUS™
10-YEAR TARGET™
MARKETINGSTRATEGY
www.eosworldwide.com © 2003–2012 EOS. All Rights Reserved.
ORGANIZATION NAME:
VISION
ISSUES LIST1-YEAR PLAN ROCKS
THE VISION/TRACTION ORGANIZERTM
Future date:
Revenue:
Profit:
Measurables:
Goals for the Year
1.
2.
3.
4.
5.
6.
7.
www.eosworldwide.com © 2003–2012 EOS. All Rights Reserved.
ORGANIZATION NAME:
TRACTION
• Focus/Theme
• Roles and Responsibilities
• Cash Flow Analysis/Budget
• Departmental Plans
Future date:
Revenue:
Profit:
Measurables:
Rocks for the Quarter Who
1.
2.
3.
4.
5.
6.
7.
Prioritize
• Identify
• Discuss
• Solve
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Top of Mind = Tip of Tongue
Find Triggers
Be Visible
Use the 5 STEPPSto keep you ‘top of mind’
S ocial Currency (do they look good sharing content)
T riggers (top of mind is tip of tongue)
E motion (Funny, Moving, Awe, Anger - not sad)
P ublic (built to show is built to grow)
P ractical Value (News you can use)
S tories (Include a narrative - make a trojan horse)
Determining your channels
Where is your audience?
Networking
- Help 1st - Never go to sell- Add value
Cover the basicsLay out your stall- Business Cards
- CV - stand out / not cookie cutter
-- Bespoke Pain Letters
- Portfolio - shows experience
- Digital Presence & Networks
Human Voiced CV- Create Your Basic Career History - use later- Be specific – appeal to the reader, “I can do everything!” not believable message- Write a Human-Voiced Summary describes you & the pain you solve- Frame Your Past Jobs- Share Your Dragon-Slaying Stories - Keep Storytelling in Mind - Get The Jargon Out- Add Your Education- Wait, Read, Wait and Read Again
Pain LetterA Pain Letter is short and to the point.
• The hook (congratulations on something specific)
• The Pain Hypothesis
• The Dragon-Slaying Story.
• The Closing.
prepping for the interview
[1]
put yourself in the driving seat
YOU are interviewing them.
will they be good enough to get you and your talent ?
[2]
RESEARCH ... x10
make the best of tech & STALK.
- match your dress - ask beforehand- get all the facts- pitch like an agency
[3]
make yourself stand out
experience tops theory.
- build up your freelance portfolio- (or) make up ‘real world’ projects- show practical experience- CPD - have a PDP
[4]
be commercially aware
understand the business.
- time is money (to most)
- show a commercial - understanding
[5]
people work with people
employ character, teach skill
- be human & ‘you’- it matters more than - anything else
finding your right fit
find the right fit
this guides the next few years of your life at least
- right culture & team match- right people / right seats- go to the vision, do you want to be there?- do you fit the core values?
it’s not you,it’s me.
employers willlie just as much asyou in an interview
look beyond the vision, behind theglossy pictures, behind the missionstatements.
look for the REAL facts.
dig
“ I leave the interview wondering: Who are you? - which is a shame,as you will never get the job & I will never know. ”
David ReeseHarvard Business Review Article
when the interviewer can’t get a handle on what makes you tick;
Marketing
Keep it real
Marketing
Q&A time...
Plymouth College of Arts
RECOMMENDEDUNTIL AUG 201
AWARD WINNER
DEVELOPING & ENHANCING THE DIGITAL CUSTOMER JOURNEY & EXPERIENCE
email [email protected] linkedin e-Strategy Ltdtwitter @estrategyltd dog&bone 01803 20 33 11
The Byre. Berry Pomeroy. Devon. TQ9 6LH
