The ASM Epic Campaign Builder

Are you ready?

What is it?A Resounding Promise + An Epic Campaign = Successful Marketing

The ASM Epic Campaign Builder is going to walk you through a series of steps to help you discover the underlying magic behind your business, establish your Resounding Promise, and demonstrate it through your very own Epic Campaign. That demonstration can then be used to tell the story again and again for a long time to come in photos, videos, and recurring events. This way people can feel your message and not just hear it. Remember, an Epic Campaign is not a flash in the pan one-time event but the launch of a lasting campaign. After all, it takes time to nurture awareness but we need a cohesive message with which to start.

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This is Your Funnel. By the end of the series of questions you should be able to fill in each piece of the funnel and have a very clear call to action to guide your customers from unawareness to ideal customer one step at a time. When building your call to action remember A Satisfied Need Does Not Motivate.

Your Funnel

GoalIn order to know if you are ‘winning’ or ‘losing’ you need to have a scoreboard from which to work. Set Quantifiable Targets for your campaign that you can measure along the way. Once the targets are set compare your actuals and note any distinct differences in order to determine what is or is not working and how you can be more efficient.

DiscoverListen. Engage. Analyze. You are going to want to take some time and read all the way through this presentation to get an idea for what is in store. Then, before trying to answer any of the questions, go out there and talk to your customers, prospects, vendors, competitors even and ask some very simple questions to hear what they are thinking. It is important that we Know What They Hear and not just what we say. There are three steps we like to take before attempting to answer any of the questions to follow:

1.Environmental Scan – Do research. Search around and discover what lessons you can learn on what to avoid and what you can leverage.2.Observational Research – Watch your customers in their daily lives. Ask them questions. Don’t be afraid to just walk up to people and ask for their opinion.3.Pub-Chat – Get together with a group of highly trusted constituents and ask for feedback on your plans and what matters most to them regarding your business.

Your PromiseWhat is your promise to customers? How is this different from your competition? Think, what is the one thing in the world you are better at than everyone else in the world? Remember to Follow the Beam (Branding). See the Positioning Statement below as a guide to help establish your Resounding Promise (Differentiation).

POSITIONING STATEMENT:

__company name__ provides __ product or service__ for __target customer__ so they can __primary benefit__ unlike __product alternative__ we __key differentiator__.

MarketWho exactly will you reach? Who is your Path of Least Resistance? This is to mean, who are those customers that are most likely to react to your call to action and are easiest to reach. Remember to Narrow the Cone here. See the Market Group Inventory for suggestions.

Campaign ArchitectureHow are you going to build an Epic Campaign? Check out the Intersection Inventory for examples. Remember to make sure you Follow the Beam.

Here are a few related posts to help you get started…

• Attract, Don’t Approach• Show, don’t tell.• Narrow the Cone• Reduce the Time to Ten• Be Simple, Be Different• Know what they hear• Names & Faces!

Now that you have crafted your Campaign Architecture you can start to build Your Funnel. Remember to have a clear call to action at every single step and know how you want to guide your customers through the process easily and for compelling reasons. Here are a few important considerations when building your funnel:

• Capture Leads• Make it easy to share• Make it live forever• Know who you will need (staff)• Set your budget (Time & Money)• Use Strategic Partners• Prepare for Challenges• Plan for Action

Your Funnel

Additional Reading• Perception & Positioning• Pricing Strategies• Complete Transaction• Tipping Point• Enter the Danger• SWOT Yourself• Centers of Influence• Marketing Match Deliver (Consistency)• Customer Service• Idiot Systems• Motivation• Helpful Tools• Pick Two (Good / Fast / Cheap)• Quality Intersections & Evaluations• Switch (Behavior Change)• How to Write a Press Release