How To Build Your Brand Less Ordinary

Please download to get full document.

View again

of 48
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Similar Documents
Information Report
Category:

Marketing

Published:

Views: 0 | Pages: 48

Extension: PDF | Download: 0

Share
Description
1. www.iRhodes.comwww.iRhodes.com @iRhodes How To Build Your BRANDLESSORDINARY 2. Untemplate your work Unleash the maker within the marketer 3. Strategy & Execution…
Transcript
  • 1. www.iRhodes.comwww.iRhodes.com @iRhodes How To Build Your BRANDLESSORDINARY
  • 2. Untemplate your work Unleash the maker within the marketer
  • 3. Strategy & Execution
  • 4. UNLEASH THE MAKER FROM WITHIN THE MARKETER MARKETING INNOVATION ISN’T ABOUT THE PURSUIT OF SHINY OBJECTS
  • 5. LAY THE FOUNDATIONS
  • 6. I’M A PRACTITIONER, NOT A THEORIST Independent Digital Marketing Strategist *** 20 years learning what fuels online business growth ***
  • 7. WHAT ARE THE INGREDIENTS OF THE BRAND LESS ORDINARY?
  • 8. THE EVOLUTION OF THE MARKETER’S MINDSETA VERY BRIEF HISTORY OF MARKETING THEORY
  • 9. “Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell” – Claude Hopkins 1923 – BEYOND THE MASSES
  • 10. “The customer is not a moron. She’s your wife.” – David Ogilvy 1955 – BEYOND THE HYPE
  • 11. “The way a company manages it’s marketing can become the most powerful form of differentiation.” – Theodore Levitt 1980 – BEYOND THE MESSAGE
  • 12. “Marketing is a battle of perception, not product.” – Jack Trout 1993 – BEYOND THE PRODUCT
  • 13. “Permission Marketing is anticipated, personal, relevant. Anticipated – people look forward to hearing from you. Personal – the messages are directly related to the individual. Relevant – the marketing is about something the prospect is interested in.” – Seth Godin 1999 – BEYOND DISTRACTION
  • 14. “The job, not the customer, is the fundamental unit of analysis for the marketer” – Clay Christensen 2006 – BEYOND THE CUSTOMER
  • 15. 1.) represents the individual 2.) builds emotional connection 3.) differentiates through it’s message, not through it’s product 4.) develops authority through educating their customer 5.) speaks the language of their customer 6.) understands the job to be done The core ingredients? PEOPLE. PROCESS. PERSPECTIVE. THE BRAND LESS ORDINARY…
  • 16. It’s about making what you make matter
  • 17. HOW YOU BUILD YOUR BRAND LESS ORDINARY 1.) STRATEGY 2.) EXECUTION Mission-Aligned Themed Content Insight-Fuelled Consistency Experiment-Driven Collaborative Growth-Enabling Measurable
  • 18. CUSTOMER-CENTRED JOB-ALIGNED MARKETING STRATEGY
  • 19. 1.) What’s your mission? 2.) What can you learn from what visitors are doing on your website? 3.) How will your work evolve and develop? 4.) How will you champion growth?
  • 20. 1.) What’s your mission? 2.) What can you learn from what visitors are doing on your website? 3.) How will your work evolve and develop? 4.) How will you champion growth?
  • 21. You need these essential insights in your toolbox: Google Analytics Google Webmaster Tools UsabilityHub.com HotJar.com Zapier.com
  • 22. 1.) What’s your mission? 2.) What can you learn from what visitors are doing on your website? 3.) How will your work evolve and develop? 4.) How will you champion growth?
  • 23. “We have our own internal experimentation platform called Weblab that we use to evaluate improvements to our websites and products. In 2013, we ran 1,976 Weblabs worldwide, up from 1,092 in 2012, and 546 in 2011” – Jeff Bezos EXPERIMENT
  • 24. 1.) What’s your mission? 2.) What can you learn from what visitors are doing on your website? 3.) How will your work evolve and develop? 4.) How will you champion growth?
  • 25. Align your work with real business objectives ( To achieve buy-in across your department and business )
  • 26. Document and present your marketing manifesto
  • 27. CUSTOMER-CENTRED JOB-ALIGNED MARKETING PROCESS
  • 28. 1.) Theme your content (around the job to be done) 2.) Build with consistency, not on an ad hoc basis 3.) Build media partnerships with likeminded companies 4.) Brand your newsletter and deliver value
  • 29. Take ownership of a huge question that impacts your industry Work to a quarterly content calendar (plan ahead) Build a library of trusted and valuable content and media Focus your call to action on what builds your subscriber base
  • 30. 1.) Theme your content (around the job to be done) 2.) Build with consistency, not on an ad hoc basis 3.) Build media partnerships with likeminded companies 4.) Brand your newsletter and deliver value
  • 31. The Helsinki Bus Station Theory
  • 32. 1.) Theme your content (around the job to be done) 2.) Build with consistency, not on an ad hoc basis 3.) Build media partnerships with likeminded companies 4.) Brand your newsletter and deliver value
  • 33. 1.) Theme your content (around the job to be done) 2.) Build with consistency, not on an ad hoc basis 3.) Build media partnerships with likeminded companies 4.) Brand your newsletter and deliver value
  • 34. HOW IT’S DONE: Branded Moving World Wednesday Sharing weekly industry insight Includes external links Judged by open rate, not clicks 1 internal newsletter champion Sharing perspective & building authority
  • 35. Make your newsletter your marketing centrepiece
  • 36. Let’s wrap things up.
  • 37. This is about value delivery and intrinsic worth
  • 38. Make what you make matter. Make your marketing matter. PEOPLE. PROCESS. PERSPECTIVE.
  • 39. Thank you. @irhodes // www.irhodes.com // ian@irhodes.com
  • Recommended
    View more...
    We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks
    SAVE OUR EARTH

    We need your sign to support Project to invent "SMART AND CONTROLLABLE REFLECTIVE BALLOONS" to cover the Sun and Save Our Earth.

    More details...

    Sign Now!

    We are very appreciated for your Prompt Action!

    x