Finding Your Customer
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ASU Changemaker "Expert Series" Presentation provided by Jamie Glass February 28, 2012
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Finding Your Customer
- 1. Find Your Customer Jamie Glass Artful Thinkers @jglass8 www.artfulthinkers.com
- 2. Definition of Marketing The commercial functions involved in transferring goods from producer to consumer. (Origin: 1555-1565)
- 3. 1960’s Revolution of Consumer Branding
- 5. Personal Branding – 2000’s
- 6. Then we went social…
- 7. THESE ARE ONLY TOOLS TO HELP YOU MARKET, THEY ARE NOT MARKETING
- 8. TARGET PROSPECT RELATIONSHIP FAN BUYER
- 12. Source: Harvard Business Review (2007) David Armano, Edelman Digital .
- 13. Marketing Tactics Events Collateral Brand Mobile Public Relations Direct Marketing Customer Service Web SEO / SEM Partners Sales Support Communications Advertising Sales Support Social Media
- 14. INFLUENCE CREATES TOP OF MIND AWARENESS
- 15. REACH + ENGAGEMENT + INFLUENCE = ROI
Notas del editor
- Forms of marketing back to BC’s The age of DaVinci, map making and innovation created a general market to the concept of marketing. Origins of the marketing date back to the 16 th century, around 1555 How was this was done was all word-of-mouth, gatherings and communications
- The 60’s started the revolution of branding and relationship marketing with focus on the customer. Some of the brands you skill recognize today like Fritos, Jif, Pepsi and good ole’ Cheez Whiz! Even Dial soap, which is still headquartered in Phoenix. Consumer marketing is all so known today as B-2-C. It is about telling you why this product is going to help you, change your life or make a difference.
- Business marketing evolved in the 90’s as the focus became on profits and economics. We also started to see the change in ways we communicated. Computers and devices gave us access to real-time information. It was a shift from WIIFM to talking about value, solutions, access to products and consumers. Focus on the business, industry and results.
- And the brand evolved. Consumer marketing, unlike customer marketing, was about everything you touched, impacted your life. The early 2000’s were all about consumption, MORE IS BETTER. If you could be an brand that people recognized, honored, loved… FANS, you owned the consumer.
- And then everything tradition went haywire. We went social! Marketing today is all about THE CONVERSATION! The art of listening, learning and sharing. Marketing today is… Building relationships Listening to the buyer Joining the conversation Influencing decisions Managing your reputation Being in the game Pictures, Social bookmarks Comment and reputation management, Crowdsourcing Blogging Community Twitter Voice Social Networks Niche Networks Customer Service Networks Location Video Documents Events Music Wiki Casting…
- Marketing strategy are the high-level rules that direct your marketing activities. Your target is those individuals you want to influence, leading to a sale. Your marketing plan details how you plan to engage with your target market The budget often determines how much of your plan is actionable ROI is measured by execution. Did you impact revenues? Are they profitable revenues. Written plan (usually a part of the overall corporate plan) which combines product development , promotion , distribution , and pricing approach, identifies the firm's marketing goals , and explains how they will be achieved within a stated timeframe. Marketing strategy determines the choice of target market segment , positioning , marketing mix , and allocation of resources
- Marketing strategy are the high-level rules that direct your marketing activities. Your target is those individuals you want to influence, leading to a sale. Your marketing plan details how you plan to engage with your target market The budget often determines how much of your plan is actionable ROI is measured by execution. Did you impact revenues? Are they profitable revenues. Written plan (usually a part of the overall corporate plan) which combines product development , promotion , distribution , and pricing approach, identifies the firm's marketing goals , and explains how they will be achieved within a stated timeframe. Marketing strategy determines the choice of target market segment , positioning , marketing mix , and allocation of resources
- Conversation Architecture Who you want to talk to (1:1) Who you want to influence (1:mass) What you are going to say (the message) Why it matters (relevance) Then start the conversation
- PR Advertising Creative Services Events Communications Lead Generation Promotion Web Social Media Direct Marketing
- Use tactics to secure anchors to influencers, prospects and client. Anchoring is a daily mission. Anchoring requires engagement
- Marketing strategy are the high-level rules that direct your marketing activities. Your target is those individuals you want to influence, leading to a sale. Your marketing plan details how you plan to engage with your target market The budget often determines how much of your plan is actionable ROI is measured by execution. Did you impact revenues? Are they profitable revenues. Written plan (usually a part of the overall corporate plan) which combines product development , promotion , distribution , and pricing approach, identifies the firm's marketing goals , and explains how they will be achieved within a stated timeframe. Marketing strategy determines the choice of target market segment , positioning , marketing mix , and allocation of resources
- TIPS FOR MARKETING SUCCESS Writing is fundamental Read and absorb Join the conversation now! Define your marketing success by your passion