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Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
Jamie turnercrosschannelmorning
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Jamie turnercrosschannelmorning

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Transcript

  • 1. HOW TO MAKE MONEY WITH CROSS CHANNEL MARKETING Jamie Turner CEO and Founder, 60 Second Marketer
  • 2. INTRODUCTION TO JAMIE TURNER
  • 3. INTRODUCTION TO JAMIE TURNER • Co-author of two books on marketing
  • 4. INTRODUCTION TO JAMIE TURNER • Co-author of two books on marketing • Profiled in the world’s best-selling marketing textbook
  • 5. 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
  • 6. AGENDA • the purpose of marketing • the problem for most marketers • The solution: how to Make money with cross channel marketing
  • 7. TWEET WHAT YOU LEARN @AskJamieTurner
  • 8. The Purpose of Marketing
  • 9. THE PURPOSE OF MARKETING
  • 10. THE PURPOSE OF MARKETING • Pick a number between 1 and 10
  • 11. THE PURPOSE OF MARKETING • Pick a number between 1 and 10 • multiply it by 9
  • 12. 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
  • 13. 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
  • 14. THE PURPOSE OF MARKETING
  • 15. THE PURPOSE OF MARKETING • take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. YOU’RE THINKING OF A GREY ELEPHANT AND DENMARK
  • 20. THE PROBLEM FOR MOST MARKETERS
  • 21. SEARCHINGWE’RE ALL FOR A SILVER BULLET
  • 22. AT FIRST, THERE WAS EMAIL MARKETING....
  • 23. THEN, THERE WAS SOCIAL MEDIA...
  • 24. AND NOW, THERE’S MOBILE...
  • 25. UNFORTUNATELY, THERE ARE NO SILVER BULLETS
  • 26. SERIOUSLY. STOP LOOKING FOR IT. IT’S. NOT. THERE.
  • 27. WHAT WAS YOUR MOST RECENT SILVER BULLET THAT DIDN’T WORK?
  • 28. S H I F T
  • 29. S H I F T ILVER BULLETS DON’T EXIST
  • 30. WHAT DOES EXIST?
  • 31. I want to buy your stuff I want to buy your stuff
  • 32. WHEEL OF MARKETING Mobile Social EmailEvents Direct response TV radio print DigitalPaid Search microsites affiliate marketing in store Blogging outdoor display Mobile Email Direct response TV radio print I want to buy I want to buy
  • 33. WHEEL OF MARKETING Mobile Social EmailEvents Direct response TV radio print DigitalPaid Search microsites affiliate marketing in store Blogging outdoor display
  • 34. WHEEL OF MARKETING Mobile Social EmailEvents Direct response TV radio print DigitalPaid Search microsites affiliate marketing in store Blogging outdoor display
  • 35. GRAB A SHEET OF PAPER AND CREATE YOUR OWN WHEEL OF MARKETING
  • 36. HORIZONTAL VS. VERTICAL MobileSocial Email Direct responseTV printPaid Search outdoor
  • 37. HORIZONTAL VS. VERTICAL MobileSocial Email Direct responseTV printPaid Search outdoor
  • 38. HORIZONTAL VS. VERTICAL MobileSocial Email Direct responseTV printPaid Search outdoor
  • 39. HORIZONTAL VS. VERTICAL MobileSocial Email Direct responseTV printPaid Search outdoor
  • 40. HORIZONTAL VS. VERTICAL MobileSocial Email DirectresponseTV printPaid Search outdoor
  • 41. HORIZONTAL VS. VERTICAL MobileSocial Email DirectresponseTV printPaid Search outdoor
  • 42. HORIZONTAL VS. VERTICAL MobileSocial Email DirectresponseTV printPaid Search outdoor
  • 43. HORIZONTAL VS. VERTICAL MobileSocial Email DirectresponseTV printPaid Search outdoor
  • 44. S H I F T ILVER BULLETS DON’T EXIST
  • 45. S H I F T ILVER BULLETS DON’T EXIST ORIZONTAL IS BETTER THAN VERTICAL
  • 46. For every 1 time someone opens the pantry, they open the refrigerator 8 times
  • 47. S H I F T ILVER BULLETS DON’T EXIST ORIZONTAL IS BETTER THAN VERTICAL
  • 48. S H I F T ILVER BULLETS DON’T EXIST ORIZONTAL IS BETTER THAN VERTICAL NNOVATE, DON’T INVENT
  • 49. LET’S TALK ABOUT TRIGGERS AND TRUTH
  • 50. WHAT IS YOUR COMPANY’S TRUTH?
  • 51. WHAT ARE YOUR CUSTOMER’S TRIGGERS?
  • 52. 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
  • 53. MATCHING YOUR COMPANY’S TRUTH TO YOUR CUSTOMER’S TRIGGERS.
  • 54. WHAT BUSINESS ARE YOU IN?
  • 55. WHAT BUSINESS ARE YOU IN? • most businesses don’t sell what they sell
  • 56. WHAT BUSINESS ARE YOU IN? • most businesses don’t sell what they sell • instead, they sell hidden value
  • 57. 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
  • 58. TRIGGER AND TRUTH EXERCISE I don’t just sell . I also sell , and .
  • 59. QUESTION: DOES YOUR TRUTH MATCH YOUR CUSTOMER’S TRIGGER?
  • 60. S H I F T ILVER BULLETS DON’T EXIST ORIZONTAL IS BETTER THAN VERTICAL NNOVATE, DON’T INVENT
  • 61. S H I F T ALL IN LOVE WITH YOUR CUSTOMER, NOT YOUR PRODUCT ILVER BULLETS DON’T EXIST ORIZONTAL IS BETTER THAN VERTICAL NNOVATE, DON’T INVENT
  • 62. QUESTION: HOW MANY WAYS ARE THERE TO GROW A BUSINESS?
  • 63. 3 WAYS TO GROW A BUSINESS
  • 64. 3 WAYS TO GROW A BUSINESS 1.Increase the number of customers
  • 65. 3 WAYS TO GROW A BUSINESS 1.Increase the number of customers 2.increase the average transaction value
  • 66. 3 WAYS TO GROW A BUSINESS 1.Increase the number of customers 2.increase the average transaction value 3.increase the frequency of repurchase
  • 67. 3 WAYS TO GROW A BUSINESS Current Number of Customers: Current Average revenue per customer: Current repurchase frequency: 1,000 $100 2 $200,000
  • 68. 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
  • 69. 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
  • 70. 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
  • 71. 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
  • 72. 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 REVENUES!
  • 73. WHEEL OF MARKETING Mobile Social EmailEvents Direct response TV radio print DigitalPaid Search microsites affiliate marketing in store Blogging outdoor display
  • 74. S H I F T ALL 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
  • 75. ACTION STEPS FOR YOU
  • 76. LET’S CONNECT
  • 77. LET’S CONNECT • jamie.turner@60secondMarketer.com
  • 78. LET’S CONNECT • jamie.turner@60secondMarketer.com • call me at 001-678-313-3472
  • 79. LET’S CONNECT • jamie.turner@60secondMarketer.com • call me at 001-678-313-3472 • @AskJamieTurner

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