marketing is not a dirty word
DESCRIPTION
When was the last time you enjoyed marketing your business? Or even being marketed to? Many of us associate marketing with icky, pushy, inauthentic, and unwelcome sales pitches - but there's hope for the entrepreneur who knows she needs to market her products or services, despite the ick factor. In this workshop, I give an overview of the 3 types of marketing challenges, wax poetic about how to overcome the ick factor, and explain exactly how to design your very own, custom-built, DIY marketing strategy. There is an accompanying worksheet available at http://bit.ly/diymktg.TRANSCRIPT
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
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Philosophical ChallengesThe “Ick” Factor
photo: Stuck in Customs
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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.
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Philosophical ChallengesThe “Ick” Factor
photo: Stuck in Customs
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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…
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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
Wednesday, 27 June, 12
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