2. 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.
Any Words in Red are titles to blog posts at our member network
http://my.10loop.com. If you are a member, you can login to this site and
search for these terms there for more detailed information.
3. Your Funnel
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.
4. Goal
In 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.
5. Discover
Listen. 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.
6. Your Promise
What 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__.
7. Market
Who 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.
8. Campaign Architecture
How 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!
9. Your Funnel
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
10. 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
