how to attract new people to your brand

How to Attract New People to

Your Brand

www.highroadsolution.com

Agenda

• Beyond the Big 3

• The New Game Mindset

• Basics in Digital Marketing

• Next Time: Best Practices

(Options for How to Do It)


Goal: We Need New Revenue


Current Digital Landscape

Goal: We Need to Grow


Typical Association Tech Stack

AMS(CRM)

CMS ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy


Usage

AMS(CRM)

CMS(Webite)

ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data


Email Drives Users

AMS(CRM)

CMS(Webite)

ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data


Closed Ecosystem

AMS(CRM)

CMS(Webite)

ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data


Free Social

AMS(CRM)

CMS(Webite)

ESP(EmailService

Provider)

EMS(Event) PR &

Advocacy

People Data


The Job Has Changed & We Have the Wrong Tools for the Job

Then: Retention

Now: Acquisition


Laws, People & Culture Have Changed



New Mindset of Growth


“Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”

Rishad TobaccowalaChief Strategy & Innovation OfficerVivaKi

New Mindset of Growth


Do Buyers Behave Like Dogs?


Buyers Behave More Like Cats


Play the Cat Game

ATTENTION


Play the Cat Game

ATTENTION

REAL VALUE(*cat’s perception)


Continue from Cat Viewpoint

Premise:YOU CAN’T MAKE THE CAT DO ANYTHING…

Be there when & ifthe cat comes to you


BASICS IN DIGITAL MARKETING

In simple terms


The New Game


Becomes Known: Conversion


Keep Increasing Knowledge


Keep Increasing Value


Move to Retention


Next Session:

Best Practices in Attracting New People