marketing communications in an a.d.d world - an overview

MARKETING COMMUNICATIONS

by @DrivingMissD!

Telling better stories in an A.D.D. world

THIS IS ME

DadEducationalist, JHB

Mom!Finance-y Person, JHB

Me!Connector/ Creator/ Collaborator, CPT

WHAT TO EXPECT 1. Marcom: learn some, unlearn a lot. 2. Why story-telling matters 3. How to tell good stories well. 4. Putting theory into practice 5. Measurement 6. A few golden rules

1. WHAT IS MARKETING COMMUNICATIONS, REALLY?

Advertising PR (incl. Sponsorships)

Direct marketing Co-marketing Promotions

Personal selling

IT’S ALL THE WAYS YOU’RE PUTTING YOURSELF OUT THERE.

IN ORDER TO MEET A SPECIFIC OBJECTIVE

Sales Recruitment

Respect

WHAT KIND OF BUSINESS OBJECTIVES?

Simplistically: tell and sell.

WHAT DID MARCOMS DICTATE WE DO?

Information & Technology

Finance Political society

BUT THEN THINGS STARTED CHANGING WITH THE DEMOCRATIZATION OF

Simplistically: tell more and sell more.

AND WHAT DID MARCOMS DICTATE WE DO?

2. SO THIS IS WHY STORY-TELLING MATTERS.

BECAUSE CONSUMERS’, SEGMENTS’ AND AUDIENCES’ CONSUMPTION BEHAVIOURS HAVE CHANGED.

(Thanks Facebook)

BUT CONSUMERS, SEGMENTS AND AUDIENCES ALL HAVE A LITTLE THING

IN COMMON.

(Humanity)

WHAT’S MORE?

So does your brand.

3. HOW TO TELL A GOOD STORY IN TODAY’S WORLD. HOW TO TELL IT GOOD.

Delivery is now in micro-moments.

Respect the context + nuances of the room.

Respect the psychology of the room.

Quality and honesty shouldn’t suffer. (Never ever!)

LESSON 1: CONTENT IS KING

(INSIGHTS FROM GARY VAYNERCHUK, FOUNDER OF VAYNERMEDIA)!

Information consumption is now social.

Great content delivered poorly will be ignored.

Don’t fight the convergence.

Be considerate. No one likes a brand-booty-call.

LESSON 2: DISTRIBUTION IS QUEEN

(INSIGHTS FROM JONATHAN PERELMAN, FOUNDER OF BUZZFEED)!

4. THE 99% SWEAT: DESIGNING AND EXECUTING YOUR COMMUNICATIONS STRATEGY.

Sense.

Respond.

Pre-empt.

Delight.

THE GRAND STRATEGY

Sense. Sense. Sense.

Question. Listen.

Respond.

Sense again. (Wtf factor)

Question again. Listen again.

Learn. Repeat.

Pre-empt.

Delight.

IN PRACTICE, IS MORE LIKE

5. MEASURING YOUR IMPACT AND EFFECTIVENESS.

Google yourself.

Use a free service (eg: klout).

Step back & be your own judge.

(Would you buy into your own content?)

Get comfy with Google analytics.

SIMPLE WAYS TO CHECK YO’SELF BEFORE YOU WRECK

YO’SELF

6. SOME GOLDEN RULES

DON’T HIDE BEHIND YOUR PRODUCTS.

RESPECT THE POWER OF ASSOCIATIONS.

GET OUT OF YOUR BUBBLE.

HAVE RESOURCES. WILL EXPERIMENT.

THANK YOU

For more classes in tech, design, media and business, see:

twentyfifty.co/classes!