Post on 18-Jan-2015
description
HOW TO MAKE MONEY WITH CROSS CHANNEL MARKETING
Jamie TurnerCEO and Founder, 60 Second Marketer
INTRODUCTION TO JAMIE TURNER
INTRODUCTION TO JAMIE TURNER• Co-author of two books on marketing
INTRODUCTION TO JAMIE TURNER• Co-author of two books on marketing
• Profiled in the world’s best-selling marketing textbook
INTRODUCTION TO JAMIE TURNER• Co-author of two books on marketing
• Profiled in the world’s best-selling marketing textbook
• Regular guest on CNN and hln on the topics of marketing and branding
AGENDA• the purpose of marketing• the problem for most marketers
• The solution: how to Make money with cross channel marketing
TWEET WHAT YOU LEARN
@AskJamieTurner
The Purpose of Marketing
THE PURPOSE OF MARKETING
THE PURPOSE OF MARKETING• Pick a number between 1 and 10
THE PURPOSE OF MARKETING• Pick a number between 1 and 10• multiply it by 9
THE PURPOSE OF MARKETING• Pick a number between 1 and 10• multiply it by 9• take the answer and add the two digits together so you have a new number
THE PURPOSE OF MARKETING• Pick a number between 1 and 10• multiply it by 9• take the answer and add the two digits together so you have a new number
• subtract 5 from that number
THE PURPOSE OF MARKETING
THE PURPOSE OF MARKETING• take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)
THE PURPOSE OF MARKETING• take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)
• think of a country that begins with that letter
THE PURPOSE OF MARKETING• take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)
• think of a country that begins with that letter• go to the second letter in that country’s name and think of an animal that begins with that letter
THE PURPOSE OF MARKETING• take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)
• think of a country that begins with that letter• go to the second letter in that country’s name and think of an animal that begins with that letter
• now, think of a color you associate with that animal
YOU’RE THINKING OF A GREY ELEPHANT AND DENMARK
THE PROBLEM FOR MOST MARKETERS
SEARCHINGWE’RE ALL FOR A SILVER BULLET
AT FIRST, THERE WAS EMAIL MARKETING....
THEN, THERE WAS SOCIAL MEDIA...
AND NOW, THERE’S MOBILE...
UNFORTUNATELY, THERE ARE NO SILVER BULLETS
SERIOUSLY. STOP LOOKING FOR IT. IT’S. NOT. THERE.
WHAT WAS YOUR MOST RECENT SILVER BULLET THAT DIDN’T WORK?
SHIFT
SHIFT
ILVER BULLETS DON’T EXIST
WHAT DOES EXIST?
I want to buy your stuff
I want to buy your stuff
WHEEL OF MARKETING
Mobile
Social
EmailEvents
Direct response
TV
radio
DigitalPaid Search
microsites
affiliate marketing
in store Blogging
outdoor
display
Mobile
Direct response
TV
radio
I want to buy your stuff
I want to buy your stuff
WHEEL OF MARKETING
Mobile
Social
EmailEvents
Direct response
TV
radio
DigitalPaid Search
microsites
affiliate marketing
in store Blogging
outdoor
display
WHEEL OF MARKETING
Mobile
Social
EmailEvents
Direct response
TV
radio
DigitalPaid Search
microsites
affiliate marketing
in store Blogging
outdoor
display
GRAB A SHEET OF PAPER AND CREATE YOUR OWN WHEEL
OF MARKETING
HORIZONTAL VS. VERTICAL
MobileSocial Email Direct responseTV printPaid Search outdoor
HORIZONTAL VS. VERTICAL
MobileSocial Email Direct responseTV printPaid Search outdoor
HORIZONTAL VS. VERTICAL
MobileSocial Email Direct responseTV printPaid Search outdoor
HORIZONTAL VS. VERTICAL
MobileSocial Email Direct responseTV printPaid Search outdoor
HORIZONTAL VS. VERTICAL
MobileSocial Email Direct responseTV printPaid Search outdoor
HORIZONTAL VS. VERTICAL
MobileSocial Email Direct responseTV printPaid Search outdoor
HORIZONTAL VS. VERTICAL
MobileSocial Email Direct responseTV printPaid Search outdoor
HORIZONTAL VS. VERTICAL
MobileSocial Email Direct responseTV printPaid Search outdoor
SHIFT
ILVER BULLETS DON’T EXIST
SHIFT
ILVER BULLETS DON’T EXIST
ORIZONTAL IS BETTER THAN VERTICAL
For every 1 time someone opens the pantry, they open the refrigerator 8 times
SHIFT
ILVER BULLETS DON’T EXIST
ORIZONTAL IS BETTER THAN VERTICAL
SHIFT
ILVER BULLETS DON’T EXIST
ORIZONTAL IS BETTER THAN VERTICAL
NNOVATE, DON’T INVENT
LET’S TALK ABOUT TRIGGERS AND TRUTH
WHAT IS YOUR COMPANY’S TRUTH?
WHAT ARE YOUR CUSTOMER’S TRIGGERS?
TRIGGERS• Basic needs/Replacement• Convenience• Scarcity• Prestige/Aspiration• Emotional vacuum• Price/Value• Brand name• Fad/Innovation• Compulsory/requirement
• Ego• Identity/community affiliation• peer pressure• girl scout cookie effect• reciprocity/guilt• empathy• addiction• Fear• Indulgence
SOURCES: “WHY WE BUY” BY PACO UNDERHILL; BRYAN EISENBERG
MATCHING YOUR COMPANY’S TRUTH TO YOUR
CUSTOMER’S TRIGGERS.
WHAT BUSINESS ARE YOU IN?
WHAT BUSINESS ARE YOU IN?• most businesses don’t sell what they sell
WHAT BUSINESS ARE YOU IN?• most businesses don’t sell what they sell
• instead, they sell hidden value
WHAT BUSINESS ARE YOU IN?• most businesses don’t sell what they sell
• instead, they sell hidden value• Starbucks doesn’t just sell coffee. They also sell the sights, sounds and smells of their locations
TRIGGER AND TRUTH EXERCISEI don’t just sell . I also sell , and .
QUESTION: DOES YOUR TRUTH MATCH
YOUR CUSTOMER’S TRIGGER?
SHIFT
ILVER BULLETS DON’T EXIST
ORIZONTAL IS BETTER THAN VERTICAL
NNOVATE, DON’T INVENT
SHIFTALL IN LOVE WITH YOUR CUSTOMER, NOT YOUR PRODUCT
ILVER BULLETS DON’T EXIST
ORIZONTAL IS BETTER THAN VERTICAL
NNOVATE, DON’T INVENT
QUESTION: HOW MANY WAYS ARE THERE TO GROW A BUSINESS?
3 WAYS TO GROW A BUSINESS
3 WAYS TO GROW A BUSINESS
1.Increase the number of customers
3 WAYS TO GROW A BUSINESS
1.Increase the number of customers2.increase the average transaction value
3 WAYS TO GROW A BUSINESS
1.Increase the number of customers2.increase the average transaction value3.increase the frequency of repurchase
3 WAYS TO GROW A BUSINESS
Current Number of Customers:
Current Average revenue per customer:
Current repurchase frequency:
1,000
$100
2
$200,000
3 WAYS TO GROW A BUSINESS
Current Number of Customers:
Current Average revenue per customer:
Current repurchase frequency:
1,000
$100
2
$200,000
1,100
3 WAYS TO GROW A BUSINESS
Current Number of Customers:
Current Average revenue per customer:
Current repurchase frequency:
1,000
$100
2
$200,000
1,100
$110
3 WAYS TO GROW A BUSINESS
Current Number of Customers:
Current Average revenue per customer:
Current repurchase frequency:
1,000
$100
2
$200,000
1,100
$110
2.2
3 WAYS TO GROW A BUSINESS
Current Number of Customers:
Current Average revenue per customer:
Current repurchase frequency:
1,000
$100
2
$200,000
1,100
$110
2.2
$266,200
3 WAYS TO GROW A BUSINESS
Current Number of Customers:
Current Average revenue per customer:
Current repurchase frequency:
1,000
$100
2
$200,000
1,100
$110
2.2
$266,200
A 10% INCREASE CAN
GENERATE A
33% BUMP IN REVENU
ES!
WHEEL OF MARKETING
Mobile
Social
EmailEvents
Direct response
TV
radio
DigitalPaid Search
microsites
affiliate marketing
in store Blogging
outdoor
display
SHIFTALL IN LOVE WITH YOUR CUSTOMER, NOT YOUR PRODUCT
ILVER BULLETS DON’T EXIST
ORIZONTAL IS BETTER THAN VERTICAL
NNOVATE, DON’T INVENT
EST YOUR WAY INTO SUCCESS
ACTION STEPS FOR YOU
LET’S CONNECT
LET’S CONNECT• jamie.turner@60secondMarketer.com
LET’S CONNECT• jamie.turner@60secondMarketer.com• call me at 001-678-313-3472
LET’S CONNECT• jamie.turner@60secondMarketer.com• call me at 001-678-313-3472• @AskJamieTurner