Marketing in a billion channel universe -potomac power lunch
Nsm marketing in a billion channel universe
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MARKETING IN A BILLION CHANNEL UNIVERSE @jer97 9 Jeremy Epstein Marketing Navigator [email protected]
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The 4 survival strategies of the Attention Economy
Transcript of Nsm marketing in a billion channel universe
WAS IT ONLY A PRINTING PRESS?
@jer979
Tools vs. Implications
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#1: It’s an Attention Economy
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#1: It’s an Attention Economy
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#1: It’s an Attention Economy
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#2: Power of Permission
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#3: Ridiculous Reach of the Individual
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HOW TO SURVIVE IN
THIS ENVIRONMENT?
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Check this out!
Drive WOM!
Doubt the Power of WOM?
@jer979
“Word of mouth is the primary factor behind
20 to 50 percent of all purchasing
decisions.”
@jer979
Check this out!
Drive WOM!
How?
4 Survival Strategies
1 Be “Remarkable”
2 Be a Good Storyteller
3Build a Dandelion Marketing Culture
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4 Build a Community that Cares
BE REMARKABLE!No One Shares Boring Stuff With Their Friends
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But, I don’t have a
superstar under contract.
Embarrassment or Opportunity?
Business Cards Can Be Remarkable!
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Invoices Can Be Remarkable!
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You’re JNJ. Whenever the hell you want.
Trade Show Booths Can Be Remarkable!
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Bake In Remarkable
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Make it, bake it, just don’t fake it.
- John Moore
Your Marching Orders
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Find 3 Things You Can Control and Go for “Remarkable!”
BE A GOOD(WELL, GREAT ACTUALLY)STORYTELLER
@jer979
“The aim of marketing is to make selling superfluous.”
“The enterprise has two—and only two— basic functions: Marketing and Innovation.”
Peter Drucker’s Opinion on Marketing
Stories That Paint Pictures
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Meet Johnnie Walker
• Started in 1819 in Kilmarnock• Longstanding focus on quality and consistency• Family-owned business• Bought Cardhu distillery• Square bottle developed in 1860• Label at 24 degrees• 1909 Red/Black label introduced• 1920-expanded to 120 countries• Won Royal Warrant by George V
Stories We Help Other To Tell Themselves
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I’m a size 4! At least at
the Limited.
We’re All Journalists Now
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Turn Facts Into Story
Your Marching Orders
@jer979
Your Next 3 Conversations:
1 “Tell me a story of how our products have helped you.”
2 Then, start off with, “Let me tell you a story…”
BUILD A DANDELION MARKETING CULTURE
Spread Seeds Knowing Some Will Thrive, While Most Will Die
Cultural Cornerstones
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High Fault Tolerance
Take Risk
http://www.dandelionmarketing.biz
Commander’s Intent
Make Everyone a Marketer
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Even Your Accountants
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What is the definition of an accountant?
Someone who solves a
problem you did not know you had in a
way you don't understand. Have a
productive day!
Even Someone Else’s Janitor…
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Rapid Feedback Loops
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The Secret Is Out
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“[Democratization of marketing is]
the most important transition we are making.”
- Jim Farley, Ford Global Marketing VP
Your Marching Orders
@jer979
Create Your Own Agile Marketing Development Process
Allocate Marketing
Dollars
Set Prototype
Criteria
Be Open to Ideas
Implement Ideas
Measure Impact
NURTURE A COMMUNITY THAT CARESCommunity Driven Marketing
Community Driven Marketing
Identify Cultivate Activate
@jer979
www.communitydrivenmarketing.com
Identify Raving Fans
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Only 15% Are
“Influencers”
They Create Only 30% of
the Buzz
Cultivate to Earn Attention
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1 Acknowledge Participation
Cultivate to Earn Trust
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2 Curate Valuable Content
90 Days = 9 Posts = 7,018 Visitors
Cultivate to Earn Permission
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3 Connect Like-Minded People
Event 1 Event 2 Event 30%
10%
20%
30%
40%
50%
60%
70%
80%
Increased Turnout for Events
1465
28
Activation
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Your Marching Orders
@jer979
Make a list of your Raving Fans and:
1 Share 1 piece of relevant content with them per week
2 Connect 2 of them with 2 others each week
3 Build the habit first… then figure out how to scale and grow it
Activation!
@jer979
Text 32665fan neverstopmarketing
My Commander’s Intent for You!
The Importance of “NSM”
Pete’s Pub TestPerpetual Beta, As an
Approach
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@jer979
Marketing’s Darwinian Moment
Twitter: @jer979
Linkedin.com/in/jer979
www.neverstopmarketing.com
Thanks for your
attention and permission!
