@annhandley | annhandley...@annhandley “Though many porters and stouts are still pretty close in...

156
@annhandley | annhandley.com

Transcript of @annhandley | annhandley...@annhandley “Though many porters and stouts are still pretty close in...

Page 1: @annhandley | annhandley...@annhandley “Though many porters and stouts are still pretty close in color and flavor, we can look to the addition of unmalted roasted barley in stouts

@annhandley | annhandley.com

Page 2: @annhandley | annhandley...@annhandley “Though many porters and stouts are still pretty close in color and flavor, we can look to the addition of unmalted roasted barley in stouts

@annhandley | annhandley.com

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Cheers,

Party People 🍻!

I’m Ann Handley.

Partner & CCO

MarketingProfs

Bestselling author

Tiny-house owner

Usually thirsty

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@annhandley

BIGGER BOLDER BRAVER

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@annhandley

WHY?3 reasons.

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via Domo

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@annhandley

73% of businesses are

producing more marketing

content than a year ago.[CMI/MarketingProfs research]

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@annhandley

35% of us know our content

marketing strategy is effective.

[CMI/MarketingProfs research]

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@annhandley

#2: That mainstream thing 🤔

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@annhandley

#3: LEADERSHIP 🙌

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@annhandley

“Engaging content” =

a top challenge

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@annhandley

Engaging content is more about

brains than budget.

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@annhandley

Can koozies: A love story

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Bill loves beer.

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“This beverage insulator keeps your bottled

drinks cooler for longer, plus flat folds for

maximum portability.”

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“Our beverage insulator fits your bottle or

can like a glove.”

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“Classier than a brown bag.”

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Freaker USA.

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“Infusing life, style, and functionality into a

drink insulator.”

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“Established in 2011, Freaker USA quickly grew

to be the global leader of preventing moist

handshakes and sweaty beverages.”

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“They aren't just selling you their fit-everything

product, they're giving you an invitation to

their party… a starter kit for a new lifestyle.”

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“The Freaker is the background music to a

never-ending journey.”

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“We kidnapped & trafficked

Michael Barr to North

Carolina from his ancestral

motherland of Minnesota in

2013, forcing him into

presidency.”

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“He’s the Cialis to our

performance anxiety.”

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When you sell a product that most people

get free at trade shows, your story is the

start of the thing that sets you apart.

--Lauren KrakauskasFreaker USA

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BIGGER

BRAVER

BOLDER

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Awesome marketing

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@annhandley

Mmmmkay. So how?

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@annhandley

1. BIGGER context.

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@annhandley

A bigger story puts your brewery

in context of what people care

about.

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@annhandley

Use that bigger story to convert

more people into your squad.

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NOPE: “We need a piece of

marketing for ____________.”

YAY: “Our customer needs

______________.”

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Mine→

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@annhandley

Deep value = smarter customers.

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Internal “influencers”

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@annhandley

Bigger context.

Real class, real curriculum, really engaging.

“Education” is marketing.

I feel smarter. (And part of something.)

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@annhandley

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@annhandley

“Perfect for a long day of drinking,

Comfort Hunter is a light-bodied beer

with a dry, roasty, espresso-like finish.”

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@annhandley

“Though many porters and stouts are still pretty close in color

and flavor, we can look to the addition of unmalted roasted

barley in stouts as one of the main differences in their recipes.

“The first use of it is often attributed to Arthur Guinness. In

Ireland, Arthur (we are great friends -- he calls me at home)

started adding highly kilned unmalted barley to his stout porters

as a way of avoiding the taxes placed on malted barley.”

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@annhandley

Turn the camera around.

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Photo by Wicker Paradise - Creative Commons Attribution License https://www.flickr.com/photos/76061588@N03 Created with Haiku Deck

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No one is going to match my passion. No

one is going to tell my story like I can.

--Andris Lagsdin

Baking Steel

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Photo by phooleo - Creative Commons Attribution License https://www.flickr.com/photos/37039541@N08 Created with Haiku Deck

@annhandley

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“Baltimore brewery focused on

bettering our community.”

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@annhandley

BIGGER:

Only we ______________.

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@annhandley

2. BOLDER marketing

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@annhandley

Tell bolder stories:

Change the narrative..

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70% of parents feel guilty when they’re away from their child for a night out

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Guys, what the heck

does this have to do with

baby food?

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@annhandley

MORE SEX

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@annhandley

MORE SEX means

HAPPIER PARENTS

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@annhandley

MORE SEX means

HAPPIER PARENTS who have

MORE KIDS

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@annhandley

MORE SEX means

HAPPIER PARENTS who have

MORE KIDS who eat

MORE BABY FOOD.

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#ParentingUnfiltered:

Creating an open dialogue about the real lives of

modern parents.

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Part rallying cry, part field guide.

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“Team Parent”:

Peer-to-peer vs. brand-to-customer

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Not just B.S. marketing-speak.

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@annhandley

Data x Listening x Instinct =

YAS!!

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@annhandley

“Whether it’s product development or

messaging… it all starts with an intimate

knowledge of and camaraderie with our

consumer, as a parent and a person.”

–Katie Sobel, Plum Organics

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Smart companies don’t “follow”

conversations. They lead them.

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@annhandley

WHAT STORY COMES TO

MIND WITH “MOBILE

CARRIER” ?

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@annhandley

BOLDER:

Does your marketing tell a

different story with a specific

point-of-view?

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@annhandley

3. BRAVER perspective

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@annhandley

Lose your “marketing voice.”

(We all have one.)

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@annhandley

Two places we’re missing out.

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@annhandley

EMAIL IS THE ONLY PLACE

WHERE PEOPLE (NOT

ALGORITHMS) ARE IN CONTROL.

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Newsletter

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Newsletter

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2010 = 1,400 SUBS2018 = 500,000 SUBS

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2010 = 1,400 SUBS2019 = 500,000 SUBS

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Simple. Accessible. Playful.

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Doris is smart and reads a lot. She doesn’t

know all the financial jargon, but she doesn’t

want to be treated like a 5-year-old. I try to

say on paper what I’d tell her about the

business if we sat down for an afternoon.

–Warren B.

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@annhandley

WRITING TO DORIS IS A

STORYTELLING

SUPERPOWER.

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1 SUBSCRIBER

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NOPE: THIS IS A THING WE’RE BLASTING THIS SEGMENT ABOUT.

YAY: THIS IS AN USEFUL THING I WANT TO TELL YOU ABOUT.

#WriteToDoris

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NOPE: HEADLINE/LINK

YAY: HEADLINE/LINK/WHY THIS MATTERS

#WriteToDoris

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NOPE: ONE WAY

YAY: TWO WAY

#WriteToDoris

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#NotMyDoris

LOL

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COOKING GOOD FOOD =

CARING ABOUT PEOPLE =

FEARLESSLY CARING ABOUT

DEMOCRACY

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“It’s time for America to vote with

our spending.”

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“…each act of cooking is an act of kindness. With

that realization the scales shifted. That for each of

the 10-20 acts of horror that make up the news each

day there are at the same time hundreds of millions

of acts of kindness says so much more about

humankind than the news out of New Zealand. It

really is time for sensible gun control. …. We have to

do better than this.”

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The Peaks of #WriteToDoris

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Hello there.It's your good friend, the

Crafty, back once again to bring you all the

latest on craft beer here in the UK. Sales are

up, the industry's booming, but you

probably knew that already….

Page 125: @annhandley | annhandley...@annhandley “Though many porters and stouts are still pretty close in color and flavor, we can look to the addition of unmalted roasted barley in stouts

@annhandley

More specific = stronger voice.

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Aaron Draplin:

“I’ll calmly inquire, ‘Can I get some

yellow mustard?’ And every time, it’s

some put-out, mouthbreathery

reply…

Page 128: @annhandley | annhandley...@annhandley “Though many porters and stouts are still pretty close in color and flavor, we can look to the addition of unmalted roasted barley in stouts

Aaron Draplin:

“…‘I’ll have to check. Our mustard is

an aioli-inspired mustard, infused

with Peruvian honey, small-batch

dingleberries, with a dongsniff of

sea salt….’”

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• About us

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“If you received this email by a whoopsies, simply delete

it.

“We won't haunt you with a subscription to our ass-

kicking newsletter.

“You won't be delivered weekly sales & giveaways &…

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…YOU WILL NEVER KNOW LOVE.”

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@annhandley

BRAVER:

IF YOU COVER UP YOUR LOGO, WOULD YOU RECOGNIZE YOU?

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So what about my brother?

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True LOVE

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@annhandley

BIGGER BOLDER BRAVER

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@annhandley

DO LESS & OBSESS

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