2. LETS START WITH WHERE WE CAME FROM
• To best understand where we are today I
wanted to start with a brief history of marketing!
• Any Mad Men fans?
3. PRODUCT ERA
• This began in the 17th
century
• It was an era defined by
the focus on qualities of
a product or service
• Companies strongly
advertised the
attributes of their
products to reel
consumers in.
4. CONSUMER ERA
• 1965-five minutes ago
• Focus off the product and
to getting into the head and
the heart of the consumer
• 4 step process: Find out
what the public desires,
offer it, create ads to
seduce that audience, and
place ads in front of your
target market.
5. RELATIONSHIP ERA
• Started with Fragmentation-fall of advertising
• Who uses DVR, Hulu, Netflix to watch their
favorite shows?
• Push marketing no longer works, you have to
pull your customers in
6. RELATIONSHIP ERA
• Steve Jobs explained the reason why no market
research was done in the development of the
Ipad “It’s not the consumer’s job to know what
they want”.
• The relationship era favors brands who are
comfortable in their own skins.
• Today the Consumer Era seems cold-blooded
and opportunistic, relationship era relies on
human connection.
7. RELATIONSHIP ERA
• This is the first period of modern commerce
when your success or failure depends not on
what you say, or even what you produce, but on
who you are.
• Businesses have to have clear purposes and
stand behind them. Customers want to know
what your purpose is.
• People care about your mission, vision, values,
how you treat your employees, etc.
8.
9.
10. BRANDS HAVE TO TELL THEIR STORY
• Storytelling is more important than ever today
• It is about starting that 2 way conversation with
your customers
• This is why Social Media has become a
successful marketing strategy for businesses
• It lets them tell their story and have a
conversation with their customers.
11. WHY SOCIAL MEDIA?
• Social Media is not just a fad but a modern
method of communication.
• Once upon a time you could advertise your way
into the minds of consumers.
• We are now in a new era, an era of Relationship
Marketing.
• It started with the Product Era, moved into the
Consumer Era, and we are now in an era of
creating meaningful relationships with your
consumers.
13. BEYOND SOCIAL……CONTENT MARKETING
•
Consumers have shut off the traditional world of marketing as
we just learned.
•
Smart marketers understand that traditional marketing is
becoming less and less effective by the minute, and that
there has to be a better way.
•
Content marketing is a marketing technique of creating and
distributing relevant and valuable content to
attract, acquire, and engage a clearly defined and understood
target audience.
•
By providing valuable content for your target market you
become a trusted resource for them.
•
Content marketing ties into a strong social media strategy
•
Examples- Hubspot, Knot app, Hilton on Twitter
14. JABS AND RIGHT HOOKS
• Gary Vaynerchuk talks about social media being a
series of jabs and right hooks.
• A Jab-a piece of content that accomplishes nothing
but creating a relationship with your customer.
-ex. Happy Friday!!
• Right Hook-Drives your customer to a direct
purchase.
-Take 50% off your marketing package today-Order
Now!
• You want to throw more jabs but make sure to
follow through with a right hook.
15. JABS AND RIGHT HOOKS
• The biggest mistake people make on Social Media and
with their content marketing is they throw too many right
hooks. These are not distribution channels, this is a
place to create relationships.
• What happens when you someone
throws too many right hooks at
you?
17. JABS AND RIGHT HOOKS
• Another Common mistake is throwing too many jabs and
not following up with that call to action.
• You might increase awareness and have lots of followers
but that means nothing if you aren’t converting those
followers.
• This is where you need to have a complete marketing
plan that Attracts people and then turns them into your
brand ambassadors.
18. GET YOUR PILLARS IN PLACE
When you create your marketing strategy there are many pieces
to think about.
•
If your whole business rests on one form of marketing you
create a very unstable foundation for your business….aka
Diving Board Theory of Marketing.
Social
•
20. YOUR MARKETING STRATEGY
•
Each of your marketing activities will increase certain consumer
actions. So instead of only focusing on getting more customers you are
using marketing techniques that get more customers, increases the
amount they spend with you, and increases the frequency they
purchase from you.
•
When you increase all 3 of these things you increase your business
exponentially!
•
If you focused just on one form of marketing you would experience
much slower growth.
10%
# of
Customers
10%
Amount
Spent
10%
# of
Transaction
s
10%
# of
Customers
