marketing is not a dirty word

Marketingis not a dirty word.

Lauren Bacon@laurenbacon

Wednesday, 27 June, 12

Talk amongst yourselves.photo: emdot

Wednesday, 27 June, 12

What is your biggest marketing challenge?

Wednesday, 27 June, 12

3 kinds of marketing challenges:

1. Philosophical2. Strategic3. Tactical

Wednesday, 27 June, 12

Philosophical ChallengesThe “Ick” Factor

photo: Stuck in Customs

Wednesday, 27 June, 12

Strategic ChallengesWho, What, & Where

photo: Matthew McVickar

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Tactical ChallengesWhen & How

photo: Bethan

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If your challenges are tactical… they’re not, really.

Wednesday, 27 June, 12

Philosophical ChallengesThe “Ick” Factor

photo: Stuck in Customs

Wednesday, 27 June, 12

What if we called it…relationship building,community creation,or lead generation?

Less icky?

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Push vs Pullphoto: pasukaru76

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Wednesday, 27 June, 12

Community is built withcommon ground

& common language.photo: Brandon Christopher Warren

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Strategic ChallengesWho, What, & Where

photo: Matthew McVickar

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Find your people.photo: See-ming Lee

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Fun with personas

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Exercise: Mini-Persona

• First Name• Age• Occupation• Currently reading…• Likes to eat…• Chooses your product/service

because…

Wednesday, 27 June, 12

What does she THINK & FEEL?core values

major preoccupationsworries & aspirations

What does she SAY & DO?attitude in public

appearancebehaviour towards others

What does she HEAR?what friends say

what influencers say

What does she SEE?environment

friendswhat the market offers

PAINfears

frustrationsobstacles

GAINwants/needs

measures of success

Credit: XPLANE

The Empathy Map

Wednesday, 27 June, 12

What does she THINK & FEEL?core values

major preoccupationsworries & aspirations

What does she SAY & DO?attitude in public

appearancebehaviour towards others

What does she HEAR?what friends say

what influencers say

What does she SEE?environment

friendswhat the market offers

PAINfears

frustrationsobstacles

GAINwants/needs

measures of success

Credit: XPLANE

Wednesday, 27 June, 12

Some people are not your people. And that’s OK.

photo: Telstar Logistics

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Stand out from the crowd.photo: onkel_wart

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Cultivate your voice.photo: VancityAllie

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Be useful. Be generous.photo: kris krug

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Brochures and websites and business cards, oh my…

photo: Michael Kappell

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One thing at a time.photo: splorp

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Measuring successphoto: Julia Manzerova

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DIY Marketing Strategy1. Find your people (personas, empathy

map)2. Define your value proposition3. Cultivate your voice (meal exercise, room

exercise, icons/heroes)4. Brainstorm content ideas (enthusiasm,

knowledge, inspiration)5. Choose & prioritize materials & venues6. Decide how you’ll measure success7. Experiment, measure, & refine

Get (and share!) the worksheet: http://bit.ly/diymktg

Wednesday, 27 June, 12

Questions?

The Boss of You: www.thebossofyou.com

Twitter: @laurenbacon

Wednesday, 27 June, 12