think different about marketing | ed field - digino
DESCRIPTION
Enterprise Ireland - eMarketing Event - Dublin - Oct 2013TRANSCRIPT
Think different about marketing.
Intro Maverick
3-step program
1. Strategy: Re-think marketing, develop a smart marketing communications strategy.
2. Communications: Create engaging, persuasive, comprehensive communications.
3. Tactics: Develop a set of proven marketing tactics to enhance reach and increase engagement.
3-step program
1. Strategy: Re-think marketing, develop a smart marketing communications strategy.
2. Communications: Create engaging, persuasive, comprehensive communications.
3. Tactics: Develop a set of proven marketing tactics to enhance reach and increase engagement.
Research The 3C’s. Insights.
Purpose Why does the business exist? What difference are you trying to make?
Position What do you want to own in the customer’s mind? Your defining attribute. Reality is what’s in the customers mind. Align with what they already believe. Hard to change minds. Minds are busy.
Image from : www.mindmapinspiration.com
Strategy Outcomes
1. Define the opportunity.
2. Set the broad strokes.
Ensure:
• Clear purpose – difference you make
• Clear position – defining attribute
“Tactics before strategy is the noise before defeat”
Sun Tzu
3-step program
1. Strategy: Re-think marketing, develop a smart marketing communications strategy.
2. Communications: Create engaging, persuasive, comprehensive communications.
3. Tactics: Develop a set of proven marketing tactics to enhance reach and increase engagement.
2. Communications: Engaging, persuasive, comprehensive.
1. Pitch
2. Brand identity
3. Produce copy, images, video
4. Produce website, brochures, advertisements etc.
Core pitch Based on understanding yourself and the customer. Establish the logic. Craft clear, brief words. Use stories. Use the customers’ everyday language.
2. Communications: Engaging, persuasive, comprehensive.
1. Pitch
2. Brand identity
3. Produce copy, images, video
4. Produce website, brochures, advertisements etc.
3-step program
1. Strategy: Re-think marketing, develop a smart marketing communications strategy.
2. Communications: Create engaging, persuasive, comprehensive communications.
3. Tactics: Develop a set of proven marketing tactics to enhance reach and increase engagement.
Reach Get in front of those who have the most compelling need for what you offer. Tactics that draw in new sales and sales leads 24/7, 365 days of the year.
Engagement Marketing tactics that are proven to develop an ongoing engagement with prospects and customers. Tactics that drive repeat purchase, upsell, cross sell and stimulate referrals.
A strong marketing engine
Growth
Strength
Profit
3-step program
1. Strategy: Re-think marketing, develop a smart marketing communications strategy.
2. Communications: Create engaging, persuasive, comprehensive communications.
3. Tactics: Develop a set of proven marketing tactics to enhance reach and increase engagement.
Can we use online to generate a sustained flow of international sales
leads for significant projects?
From people who never heard of our little company and usually choose
giants like Cisco?
Where VA were coming from:
Re-crafting VA’s story & pitch:
Developing engaging, persuasive, comprehensive communications.
Brought to life in a new website:
With a website and some digital marketing can you sell a two year,
€13,000 online masters?
To people who have never heard of UL and live 6,000 miles away?
Persuade people to choose UL over Penn State, Harvard and others?
With a website and some search marketing can we enter the UK market?
Top organic listings in UK
Top paid listings in UK
3-step program
1. Strategy: Re-think marketing, develop a smart marketing communications strategy.
2. Communications: Create engaging, persuasive, comprehensive communications.
3. Tactics: Develop a set of proven marketing tactics to enhance reach and increase engagement.
Focus
Be true
Be simple
Be brave
