The Marketing Journey - Dorset Superfast Business Conference

1. The Marketing Journey

2. Hello, This is Me
Paul Tansey
Marketing Nerd with the
Big Chin
Intergage (Tasty
Marketing)
www.intergage.co.uk

3. Today’s Presentation
Is about entrepreneurship
Is about change
Is about marketing and growing your business
Is about asking yourself some questions
Is about deciding what to focus on
Is about taking action

4. Entrepreneurship
Is about the pursuit of freedom
Is about taking the more dangerous, less travelled road
Is about growing our businesses to achieve freedom
Is about mastering marketing

5. The 4 Freedoms
Freedom from having a boss / rules
Freedom to do pursue a passion / ideal / cause (Purpose)
Freedom from worrying about money (Money)
Freedom to spend our time how we wish (Time)

6. The 4 Bridges
Viability
Scalability
Autonomy
From Organisation
to Organism

7. The World is Changing
Mind-blowing Technology Change is now Routine
Cultural Change is just as Evident
The Digital Divide
The Emergence of Global Tribes

8. What Works Now?
Being an Authority or Expert
Creation and Curation of content
Become more researchable
Empathy
Advocacy
Relationships
Caring
Openness and Transparency
Passion

9. Why Businesses Fail in a
World of Change

10. “If you get into business
solely to make money,
you won’t. If you try to
make a real difference,
you’ll find success”
Richard Branson

11. A Quick Summary
Understanding the freedoms we pursue
Building the business that delivers these freedoms
Focus on building a trust with our tribe
Focus on why we are in business not what we do and how
we do it
Branson says its not about the money its about your
purpose and how you make a difference
How you think about and communicate your business can
transform it.

13. Mission, Vision & Values

14. What are your values?

15. Question 1
Score your sense of Purpose, Mission, Vision & Values
Score 10 if:
You believe you have a truly compelling company Purpose, Mission,
Vision & Values
100% of your team understands your company Purpose, Mission,
Vision & Values
There is a real sense of belief in your mission in your business
Your team is excited

16. Let’s Talk Strategy
“ A plan of action designed to
achieve a long-term or overall
aim…”

17. Let’s Talk Strategy
Diagnosis
Development of
Guiding Policies
Coherent Action
Professor Richard Rumelt
“Strategy is about how
you're going to get there...”

18. Question 2
Score your Strategy & Research
Score 10 if:
You know where you want to be and by when
You have diagnosed the challenges you face and researched the
landscape you are operating in
You have established top level policies – the ways you will deal with the
challenges you face
You have defined a coherent and co-ordinated set of actions to carry
out the guiding policy
These co-ordinated actions are communicated and understood by your
team and you have clear, unambiguous focus

19. Segmentation
“Marshalling limited resources
to achieve the maximum
return is core to the function
of marketing strategy”

20. Question 3
Score your Market Segmentation
Score 10 if:
You have researched the size of the market
You have broken the market down into clear segments
You have decided which segment(s) you will address (in
which order) based on your specific strengths, available
resources or the lack of strong competition

21. Persona Development

22. Question 4
Score your Marketing Persona Development
Score 10 if:
You have written detailed profiles of the types of people you are
helping / selling to and you have a deep understanding of their
aspirations, problems, choices, decision making processes,
communication preferences, brands they associate with, tribes they
hang out in etc.
You have named these people, brought them to life and you evaluate
your offerings through their eyes
You have done this collaboratively and constantly add to your learning
about each

23. Differentiation & Value
Proposition

24. Question 5
Score your Differentiation & Value Proposition
Score 10 if:
You have looked at the market through the eyes of your customer
personas
You have evaluated your competition and their offerings through your
customer personas’ eyes
You have established your positioning & messages to appeal to specific
customer personas in a way that is exciting, different & memorable
You know why they will choose you, why they will repeat purchase and
why they will recommend you

25. Your Brand
“How your product or service connects with its audience both logically and emotionally”

26. Your Brand Can
Differentiate you from the crowd
Be Memorable
Be Associated with specific messages, sounds, colours and
emotions
Be the reason people pay more for a product or service
Have value in a balance sheet
Be the reason somebody buys your business
Be something that a Tribe forms around

27. Question 6
Score your Branding
Score 10 if:
You have created a memorable brand
and what it stands for and you have communicated this
internally as well as externally
You believe your brand speaks to your customers in a
meaningful way
You have published brand guidelines that encapsulate your
unique visual identity, tone of voice and use of colours,
fonts and messages
You enforce this brand across all the content you create
online and offline

28. Your Business Plan

29. Question 7
Score your Business Plan
Score 10 if:
You have a written plan that includes specific budgets to
achieve specific (SMART) goals
You have allocated specific responsibilities and resources to
specific people or teams for the delivery of this plan
You have a detailed financial plan to deal with your change
You have communicated this plan to your entire team
Your team understand what success looks like

30. Your Marketing Plan

31. Know Your Numbers
Cost of acquisition
Average first order value
Average annual value
Average lifetime value
How many new customers would you like?

32. 6 Ways to Grow
“Buy” More Customers
Have a referral program
Get your existing customers to buy more - Upsell, Cross-
sell & Put Your prices Up
Get your customers to buy more often – Plan campaigns
into your customer base
Allocate Account Resources Better
Retain customers for longer

33. Your Marketing Plan

34. Question 8
Score your Marketing Plan
Score 10 if:
You have a published marketing plan that is a minimum of 6-12
months ahead of today
Your plan details what channels you will use to talk to which
customer personas and what content you will create
Your plan details the tools you will need, who will do what and
when across multiple channels
You have allocated your budget across new business & existing
customer promotions
Responsibility for delivering the plan is clear
You have established expectations for return on investment
through clear Key Performance Indicators (KPIs)

35. Your Partner Selection

36. Question 9
You have audited your internal ability to deliver your
plan
You have established what you need to outsource
You have shared your plan with your potential partners
You have selected based on your partners’ proven ability
to deliver what you need
You have collaborated with your partners and given
maximum visibility of what is required with clear and
unambiguous briefs
Score your Partner Selection
Score 10 if:

37. Your Stakeholder
Engagement
“You must capture the heart of a supremely
able man before his brain can do its best.”
— Andrew Carnegie

38. Stakeholder Engagement
How much performance and effort is discretionary?
How does your team react to change?
What staff turnover do you have?
How easy is it to recruit star talent?
What about absenteeism?
How do you measure staff engagement?
Do you have an employment brand?

39. Question 10
Score your Stakeholder Engagement
Score 10 if:
You regularly measure stakeholder engagement and people
love working with you, they feel valued and
Your team can tell me what your company purpose, vision,
mission and values are
They understand the organisational goals
They can apply the organisational values to their work
Your team is proud to work for your organisation
Relationships between leaders and their teams are great

40. Your Toolkit

41. Question 11
Score your Toolkit Creation
Score 10 if:
You have planned all the online and offline tools you will
need to deliver your marketing plan across multiple
channels (PR, Website, Blog, Social Media Presence, Video,
Infographics, Brochures, etc.)
You have reviewed all your existing collateral for
consistency and alignment with brand
You have budgeted for the tools you need to create and
collaborated with your chosen suppliers to specify them
You have ensured that you have the resource internally to
deliver these projects in a timely fashion

42. Your Skills / Training

43. Question 12
Score your Staff Training
Score 10 if:
You have identified all the internal marketing skills you will
need to deliver your plan (Website Updates, Blogging, SEO,
Social Media, Copy Writing, Photography, Video Marketing
etc.)
You have ensured that those responsible have had (or you
have planned) the training required to achieve the
necessary competencies

44. Your Marketing Investment

45. Question 13
Score your Investment in Marketing
Score 10 if:
You see marketing as an investment, not a cost
You know exactly how much of your turnover / profit you
think it is appropriate to re-invest in marketing
You will ensure that the funds are available for the
marketing activities you have planned in the same way you
ensure salaries are paid
You know (through KPIs and history) what you expect back
from your investment
You mix new ideas with the tried and tested to see if you
can improve ROI

46. Your ROI Analysis

47. Question 14
Score your ROI Analysis
Score 10 if:
You know exactly what KPIs you are expecting from your
investment in marketing
You have systems in place to routinely analyse KPIs
You always know what is working and what isn’t
You adjust your plans periodically based on your analysis

48. Your Customer Surveys

49. Simple Surveys
The ultimate question
The other question

50. Question 15
Score your Customer Surveys
Score 10 if:
You routinely survey 60% + of your customer base
You segment your customers when conducting a survey
You know why each customer chose you, chooses to stay
with you and recommends you
You know how satisfied / delighted they are with your
product or service and you maintain a benchmark score
You know exactly how your existing customers want you to
improve

51. Your Review Process

52. Question 16
Score your Strategic Review
Score 10 if:
You review your marketing journey at least annually
You engage your stakeholders in the review
You engage some customers in the review
You engage credible 3rd parties in the review

53. Summary
Be Clear on your Personal Objectives and the Freedoms
you pursue
Be clear on the type of business you need to build to
achieve your freedoms
Build a business around “Why” not how or what you do
Take the Marketing Journey periodically
Identify the actions you need to take and identify the tools
and resources that will shortcut this process

54. Thank You
@PaulTansey
www.intergage.co.uk
paul@intergage.co.uk
blog.intergage.co.uk
+Intergage
0845 456 1022