Post on 09-Feb-2017
Marketing and Promoting Yourself.
@MarlonCreative
About Me
We are all selling.
MBA Brand DJ Brand
“The purpose of a business is to create a customer.” – Peter Drucker
What is your Business Model?
What is marketing?
How does a seller make an offer?
The Marketing MixDistinct configurations for diverse segments
Product
Place
Promotion
German artist Anselm Reyle
Price
The Customer Puts The Price
Marketing: An exchange of value.
3 Principles of Marketing
Always Create Real
Value
Be different
You can’t be everything to
everyone
Where are you now?
Strengths Weaknesses
Opportunities Threats
Internal
External
SWOT Analysis
Helpful Harmful
STP Framework
Segmentation Targeting
• Identify positioning concepts for each target segment, select the best, and communicate it.
• What is it?• How is it unique?• For who?
• Evaluate attractiveness of each segment. How do you create value for them?
• Prioritize who you must communicate with.
• Who are your different customers/ stakeholders?
• Are you able to segment them?
• What segments are beneficial?
Positioning
Segment 1
Attribute 1Low Price
Attribute 2Beauty
Attribute 3Collectability
Value of the two segments
Segment 2
Segmentation Methods
Segmentation Methods 1. Characteristics of the
customer2. Benefits Sought3. Systematic / Product
related Behaviorsa. Purchasing behaviorb. by channel
Writing your positioning statement / elevator pitch
What changed?Apple positioning Statement
Personal Computer
Consumer Electronics
Key Messaging (Tactical)
What it isMessages for different audiences- Segments (what do they consider value?)
Features and benefits?
Marketing Objectives
Website Goal:Increase traffic to registration
page
KPI’s:# of visitors to registration
Target:500 per event
KPI:$ per event
Target:$/type of event
Segments:Web Traffic sources
Email Lists
Membership drives
Website Goal:Complete onboarding
process
KPI’s:# of people who fill
out intake or subscribe
Target: 20/month
Segments:Web Traffic Sources
EblastsSocial Media
Adwords
Website Goal:Create content
to engage audience
KPI’s:# of downloads
Micro-Conversionssuch as intake.
Target:50/month
Segments:Lists
GeographySocial Channel
Sell Publications
Website Goal:Increase sale of publications
KPI’s:# of books sold/quarter
Target:$6,000/quarter
KPI:Bounce rate
Target:Below 50%
Segments:Event registrants
Social MediaEmail campaign
Web traffic
Sell tickets to event
Score cards
What makes a good goal?
1. Measurable
2. Actionable
3. Feasible
Do you have historical data to create a baseline?
Types of Marketing Analytics
What you know. (facts)
What you know you don’t know. (questions)
What you think you know. (Intuition - testing)
What you don’t know you don’t know. (magic sauce)
How do you realize these objectives?
Stories
Beacons for CRM (Proximity Marketing)
Transactional Marketing
Word of Mouth Marketing
Email Marketing
Branding
ImmediateAudio/Visual Representation or other first impression.
CobraSnake
Brand Words Activity
Online Marketing
Content
SocialMedia Formula
Segmentation (STP)ContentCall to actionAnalytics
•Make it useful•Add value Utility
•Time starved audience•Information overload Keep it brief
•Report from your events•Highlight locations Hyperlocal
•Decentralize communications•Strategize how to get your audience involvedCollaboration
•Creating authentic narratives•Video / Multi-media Storymonials
The incumbents:Archive Social Media
More quality, more commitment
Upload Directly to native feed
● Your videos will play automatically in News Feed
● Your videos will have view counts - happy algorithm
● Focus on quality from the first frame
Apps Photolettering
Apps | Periscope
1. Streaming2. Twitter 3. Emerging4. Live5. Q&A6. Press
imovie
Tips for shooting better video
Planning your shoot
Rule of Thirds
New Wave of Live Social Media
Less quality, more authenticity
A Shift in Social Media
Snapchat
Periscope
Marketing Calendar
Tips
1. Be efficient
2. Use automation
3. Make it realistic
Moments of OpportunityWhat could merit preparation?
1. Be ready and thinking
2. Have your equipment ready
3. Have your strategy in place
4. Team effort
Budget
15-20%Should be reinvested into your business every year
How much should be spent on marketing?
Print or Digital?Benefits of Digital
● Track conversions ● More impressions● Digital world ● More images possible w/ gif ● Video promotion
Cons of Print
● Hard to track● Expensive / impression● Printing qualities varied● Layout and context
Audience or budget size matters
One Strategic Goal
Channel
Channel
KPI
Channel
Segment
Segment
Segment
advertisement metrics printwhat are the metrics involved?
Email listwhat are the metrics involved? Website
what are the metrics involved?
missed
Not your customer
Thank you!@marloncreative (twitter)@marlonfuentes (insta)@marlonf84 (snapchat)
email mf@marlonfuentes.info
Press Relations
56,900Size of newsroom staff in 1990 / Print
32,900Size of newsroom staff in 2013-2014
Relationships
Find your unique angle
Organize your thoughtsWhat did you learn in planning?
Target Media Outletshint* it’s not the
usual suspects anymore
DeliveryVisual? Is it cooked?
Journalists need it copy/paste.
How can you configure your marketing mix?
Product
Price
Place
Promotion
People
The golden circle
WhyHow
What
Key Messaging
1. Quick elevator pitch - 30-60 seconds2. Messages for different audiences- Segments (what do they consider value?)
Tips
1. 300 dpi images for print2. 72dpi ok for web3. All images at least 1600 x 1200 pixels 4. Landscape and portrait5. Caption all photos6. Peer reviewers - Groundswell PR
a. Invite them to your events b. Give them stuff
7. Research your targets
Startup costs- Web- Design- Photography - Video