fam

ilia

n&

1 insights + interfaces f o r d i g i t a l m e d i a

a brief overview of

Marketing Strategy, Tools + Tactics

a presentation for IDESLI // February 2, 2015

What we’ll discuss today

2

‣A bit about me

‣The Marketing Landscape

‣Branding + Brand “Stretch”

‣Customer Relationships

‣Engagement Tools + Techniques

‣Your business + brand

A bit about meI’m a man of many hats

3

product + engineering manager experience designercorporate strategist

The massive landscape of Marketing

4

Another (slightly simpler) landscape

5

Simplifying things a further

6

Biz Dev Marketing

Sales

Ops

Ops

Finance

Layering in context

7

What is branding?

8

Visual recognition?

A mechanism for differentiation?

9

The best brands are functional and emotional

10

Google Maps Apple Maps Waze

Get there. Maybe get there? Help each other get there!

Brands can be disruptive

11

Customer’s demand for

performance

DISRUPTIVE INNOVATION

Traditional “technology”

Brand umbrellas can drive powerful growth

12

Health/Wellness

Leisure MoneyPeople/Planet

Telcom/Tech

TravelEntertainment

Brands have different “elasticity”

13

More Elasticity

Less Elasticity

Less Elasticity

X2X Relationships

14

B2C

B2B

OR

B2B2CVAR

End Consumer

Customer

Customers v. Users

15

Customer

User

More Users

More Customers

The

Brand Indirectly engages

Indirectly engage

Which engagement model is best?

16

Digital/Viral/Social Marketing Tools

17

Pre-launch audience validation

Search Marketing

Viral Marketing

Email Marketing

Data analysis + visualization tools

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Website + Application Data

Data Visualization Libraries

Aggregated Dashboards

Custom DIY Dashboards

Transactions, Fundraising + Ops

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Frictionless transactions

Crowdfunding + Seed Funding

Streamlined Ops

View the interactive summaryat http://maptiv8.com/demos/dt4b.html

20

What are your brand attributes?

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Business Basics Internal Attributes External Attributes Sustainability Story

Core product(s)/service(s)Mission: What does the brand

seek to achieve today?

Persona: What is the brand’s character, tone, and style of

expression?

How does the brand’s commitment to sustainability

drive its attributes?

Key features Vision: What does the brand seek to achieve tomorrow?

Story: Within what context, heritage, or legacy is the brand communicated?

What messaging strategy does the brand use to define its

orientation around sustainability?

Key benefits

Values: What principles + beliefs drive the brand’s

mission + vision?

Tagline: How is the brand succinctly described to external stakeholders?

What metrics does the brand cite in its messaging around

sustainability?

Mantra: How is the brand described to internal

stakeholders?

Identity: What are the brand’s logo, colors, fonts, and other

design elements?

fam

ilia

n&

1 insights + interfaces f o r d i g i t a l m e d i a

Thank you! Let’s discuss your questions

seth@familian1.com // http://www.slideshare.net/sfamilian