The Marketing Journey

Hello, This is Me

Paul Tansey

Marketing Nerd with the Big Chin

Intergage (Tasty Marketing)

Fastgrowth Online

www.intergage.co.uk www.fastgrowth-online.co.uk

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

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

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)

The 4 Bridges

Viability

Scalability

Autonomy

From Organisation to Organism

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

What Works Now?

Being an Authority or Expert

Creation and Curation of content

Become more researchable

Empathy

Advocacy

Relationships

Caring

Openness and Transparency

Passion

Why Businesses Fail in a

World of Change

“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

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.

Mission, Vision & Values

What are your values?

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

Let’s Talk Strategy

“ A plan of action designed to achieve a long-term or overall aim…”

Let’s Talk Strategy

Diagnosis

Development of Guiding Policies

Coherent Action

Professor Richard Rumelt “Strategy is about how you're going to get there...”

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

Segmentation

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

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

Persona Development

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

Differentiation & Value

Proposition

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

Your Brand

“How your product or service connects with its audience both logically and emotionally”

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

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

Your Business Plan

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

Your Marketing Plan

Know Your Numbers

Cost of acquisition

Average first order value

Average annual value

Average lifetime value

How many new customers would you like?

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

Your Marketing Plan

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)

Your Partner Selection

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:

Your Stakeholder

Engagement

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

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?

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

Your Toolkit

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

Your Skills / Training

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

Your Marketing Investment

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

Your ROI Analysis

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

Your Customer Surveys

Simple Surveys

The ultimate question

The other question

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

Your Review Process

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

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

Thank You

@PaulTansey

www.intergage.co.uk paul@intergage.co.uk

blog.intergage.co.uk

+Intergage

0845 456 1022