Marketing From The Inside Out

  • Published on
    11-Nov-2014

  • View
    1.381

  • Download
    5

DESCRIPTION

Evangelism, Branding, Marketing, Web2.0

Transcript

  • 1. Marketing from the Inside Out Justin Foster CMO Tricycle Consulting
  • 2. The Simple Idea:
    • Create a people-driven brand.
  • 3. Defining the Audience
    • Employees
    • Investors, Board members, supporters
    • Active customers
    • In-active customers
    • Influencers (the media, community leaders)
  • 4. Brand Core:
    • If my company was a religion, the one thing you must believe is ________.
  • 5.
    • Goal:
    • To create brand evangelists
  • 6. Traits of Evangelists
    • Driven by belief, not value.
    • Believe in concrete proof, not abstract concepts.
    • Evangelize for the joy of it.
    • Pro-active in talking about you.
    • Will defend you in the marketplace.
  • 7. The Steps
    • Ask for feedback
    • Have first-name relationships
    • Be unexpected
    • Be transparent
    • Publish your knowledge
    • Tell stories
  • 8. What NOT to do
    • Referral programs
    • Have gaps between your marketing promises and customer experiences.
    • Have advertising that doesnt reflect brand
    • Rely on organic word-of-mouth
    • Be message/campaign-centric
  • 9. The Tools
    • Contact management system (example: iContact)
    • Web-based survey method (example: surveymonkey)
    • Thank you cards
    • A blog(s)
  • 10.
    • Remember:
    • This is not just a philosophy, it is a system.
  • 11. The Results
    • Increase new customer base via word-of-mouth
    • Increased adoption
    • Greater internal morale
    • Reputation; a sense of inevitability.
    • Spending less money on marketing tactics.
  • 12. Open Forum
    • Clarification on terminology or definitions?
    • New technology and tools?
    • Marketing trends?
    • More case studies?
  • 13.
    • For more information:
    • Thetricycle.com
    • brandmilitia.com
    • [email_address]