marketing a channel business in transformation
DESCRIPTION
Delivered at Channel Partners Conference & Expo in March 2013, this presentation educated telecom agents on brand building, strategic positioning, building trust, niche marketing, messaging and more.TRANSCRIPT
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Marketing a Channel Business in Transformation
Thursday, February 28
10:15 – 11:15 a.m.
Marco Polo 701
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Angela LeavittChief Mojo-Making Officer
Mojo Marketing@MojoMktg
Brian LeonardChief Mojo-Fying Officer
Mojo Marketing@MojoMktg
SPEAKERS
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Description and Purpose
• Why Now?• Building a Brand That Rocks• Strategic Positioning• Capturing Attention, Building Trust• To Niche or Not to Niche?• Breakthrough Messaging • Q&A• Surprise! Please don’t leave!
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“What We’ve Got Here is a Failure to Communicate.”
Captain, Road House Prison 36 – Cool Hand Luke
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Why Now?
• Economico Global recession – winners & loserso Global economy acceleratingo Companies outsourcing & downsizing
• Socialo We are in “The Connection Economy”o Your network has never been more visible or valuableo More options than ever
• Technologyo Cloud changes everythingo Moore’s Law – going exponentialo IT & Telecom are blendingo Prospects have never been more accessible, for you AND your competition
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What Does This Mean?
• You need bigger fish• Time is accelerating, and time is money• You need to fire lots of bullets, and
make every one count!
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Branding
"Products are made in the factory, but brands are created in the mind."
Walter Landor
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Must Understand…
• #1: Exactly who you are• #2: Exactly who your target audience is• #3: Exactly what your target audience’s pain
points are
ONLY then will you be able to develop messaging that breaks through the noise and moves your prospect to ACT
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Who Are You?
• Who are you?• What do you offer? Traditional? Cloud? Both?• What are you GREAT at?• Who are you not? Who is your nemesis?• What is your company personality?
o Business-like? Casual?o Controversial? Class Act?o Professional? Edgy?o Conservative? Liberal?o Optimistic? Pessimistic?o Are you IBM or GoDaddy, or somewhere in between?
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STOP! Coffee Time
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Who’s Your Audience?
• Demographics• Age, Income, Race, Sex, Part of the Country, etc.• Hobbies/Interests• Is it Small Business Owners?• Is it CEO’s? Is it CIO’s?• Do you have a niche market?
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Who’s Your Audience?
• Hopes• Dreams• Desires• Fears• Frustrations• Pain points
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Pain Points
• Other terms:o Triggerso Problemso Questions
• Why so important?o YOU are the doctoro If you don’t understand
the pain, you can’t cure it!
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Uncovering Pain Points
• Principle #1: Don’t Assume You Know• Principle #2: Ask open-ended questions
o What keeps you up at night?o What recurring problems/questions do you have?o If you could offload a piece of your job, what would it be?
• Principle #3: Listeno Record the interview if possibleo Pay very special attention to their specific language
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Positioning
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Positioning
• The battle for a position in the current thoughts, beliefs and values held by your prospect.
• Finding a streamlined entrance into the mind (through all of the noise)
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Positioning
• What is the tallest mountain in the United States?
• (what was the second?)
• Who was the 1st man on the moon?
• (who was the second?)
• Who was the 1st person to fly solo across the North Atlantic?
• (who was the second?)
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Positioning
• Can you call you or your company…o The FIRST at anythingo The ONLY somethingo The LARGEST anythingo Any of these “in your city” or “in a vertical” or “in a technology”
“We are the only telecom agency in Arizona that turns a bill analysis in 24 hours.”
“We are the largest Cloud Provider in the New York metropolitan area.”
This position is a shortcut into your prospects’ mind.This is NOT the same as BEST.
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Positioning Exercise
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Capturing Attention,Building Trust
People don't buy for logical reasons. They buy for
_ _ _ _ _ _ _ _ _ reasons.
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What makes people buy?
• VERY important to understand• Crocodile brain (brain stem)
o First point of contact o Controls fight or flighto Evaluates very quickly
• First, can you capture my attention?• Second, are you trustworthy? • Of course, this is all sub-conscious.
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How to look alive
Something that is alive will move, breathe, jump, walk and run. • News feed? Update it.• Blog? Post to it.• Twitter link? Tweet.• New products? List them.• Newsletter? Send it.• Design? Fresh, current…
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How to capture attention
• Attention spans are short, so…o Use humor.o Be creative and novel.o Do NOT be boring.
• We are inundated with information, so…o Differentiate yourselfo Hit from multiple angles, multiple
times.o It takes 15 touches to make a lasting
impression.
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Trust Exercise
Based ONLY on their website home pages, which of these
companies would you do business with?
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Trust Exercise
Which of these companies would you do business with?
WHY???
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How to look trustworthy
• Testimonials• “Borrowed” credibility• Social proof
o Large social networkso Public kudoso Blog comments
• Professional, current design
Now back to our example…
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Choosing a Niche
“We’re going to be #1 or #2 in every market we enter, or we’re getting out.”
– Jack Welch, Former GE CEO
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GE Stock Price Under Jack Welch
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The Case for Niche Markets
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The Case for Niche Markets
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Niche Marketing
• Niche messaging resonates moreo Open rates increaseo Engagement increases
• “Experts” can charge more• Trust is implied• Fits into the “Connection
Economy” model
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Research Different Niches
• Start with your current customer database• Determine which niches are more receptive to
your unique positioning• Survey the niche
o Are they receptive to cloud?oWhat are their pain points?oWhat’s their “language”?
• Case study
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Niche Marketing in Action
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Messaging
“If you can explain your prospect’s pain to them, better than they can explain it
themselves, they will automatically assume that you know how to solve the problem.”
– Author Unknown
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So…
• You know who you are and aren’t• You’ve narrowed in on your target• You understand their pain• You’ve chosen and researched a niche market
Now…ADDRESS THAT PAIN! (In their language!)
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Address Pain
• This is the BIGGEST mistake made in marketing• It’s not about you AT ALL• It’s about addressing your audience’s pain points
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We Understand the Pain. Now What?
80-90% of what you “market” should attempt to SOLVE PAIN!!!
Why? This is how you become…• Trusted• A thought leader• Non-threatening• A go-to person
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Example
• Pain point: “Cloud is a big hairy monster.”• Solutions:
o Web banner: Compared to legal battles, Cloud is a cakewalk.o Blog post: Is Your Law Firm Considering Cloud? 10 Do’s &
Don’tso Case study: How ABC Law Firm Implemented Cloud (And Lived
to Tell About It)o White paper: 7 Ways to Simplify Law Firm Communications
Through Cloudo Webinar series: Solving the Cloud Puzzle for Law Firms
• NOT: Buy cloud from us today or die!
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Develop Your Offer(s)
• Create an offer and message for EACH target marketoWhaleso Big fisho Little fisho Unknown size of fish
• Customize your elevator pitch, web pages, marketing materials per target
• Example: Universities
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Example: Intelisys
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Holy Free-ness! You’re Invited…
GimmeMojo.com/webinarAngela Leavitt
[email protected] @MojoMktg
Brian [email protected]
@MojoMktg