This document discusses marketing strategies for industries that are not traditionally seen as exciting or innovative. It suggests taking approaches like bypassing traditional marketing channels, embracing failure, and freely sharing content. Specific tactics mentioned include blogging, video, social media, and guerrilla marketing. The document also includes several quotes about the importance of transparency, trust-based relationships, and creativity in marketing.

1. A Marketing Makeover
for Unsexy Industries
Jacquelyn Miller - @JacquiMiller
TALK ABOUT US USING THE EVENT
#FUTUREM #XXXXXXXXXX

2. image from cleverthursday.com

3. (There is a ninja in this picture, too)

4. What does it mean
to have fun in
marketing?
(There is a ninja in this picture, too)

5. Inbound
Content-driven
Customer-centric
Engaged
Blogging
Video
Social Media
Guerilla tactics

6. “Lack of transparency is
especially problematic for
younger generations who
grew up on Facebook. For
these people, privacy and
transparency have much
different meanings than they
do for someone who didn't
grow up in the digital age.”
- Marketing Lessons from the Grateful Dead,
David Merriman Scott & Brian Halligan, pg. 31

7. 1. Bypass Accepted Channels
1. Keep Failing
1. Free Your Content

8. 1. Bypass Accepted Channels
1. Keep Failing
1. Free Your Content

10. "Traditional marketing may be dead, but
the new possibilities of peer influence-
based, community-oriented marketing,
hold much greater promise for creating
sustained growth through authentic
customer relationships.”
– Bill Lee, “Marketing is Dead”, Harvard Business Review Blogs, 6 Aug 2012

11. Social Networks + Health 2.0
#XXXXXXXXXX 11

12. 1. Bypass Accepted Channels
1. Keep Failing
1. Free Your Content

13. - Samuel Beckett
image from swissmiss.com

14. (There is a ninja in this picture, too)

15. "We're trying to create new relationships with
entrepreneurs and innovators and developers who
are doing out-of-the-box thinking around
healthcare […]”
- Kyle Armbrester, AthenaHealth Boston Globe, 6 June 2012
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16. 1. Bypass Accepted Channels
1. Keep Failing
1. Free Your Content

19. In the 21st century,
new trust networks
and the reputation
capital they generate
will reinvent the way
we think about
wealth, markets,
power and personal
identity in ways we MARKETING
can’t yet even
imagine.
- Rachel Botsman, “The currency of the
new economy is trust.” TedGlobal
2012, June 2012

20. Making the simple
complicated is
commonplace; making the
complicated simple,
awesomely simple, that’s
creativity.
- Charles Mingus

21. The next time someone complains
about Millennials, maybe remind
them who linoleum-ed over all
the hardwood floors.
- Julieanne Smolinski (@boobsradley), Twitter

22. #XXXXXXXXXX 22

23. A Marketing Makeover
for Unsexy Industries
Jacquelyn Miller - @JacquiMiller
TALK ABOUT US USING THE EVENT
#FUTUREM #XXXXXXXXXX

24. References
• http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html
• http://www.latimesmagazine.com/2011/01/q-la-amy-poehler.html
• http://www.amazon.com/Marketing-Lessons-Grateful-Dead-
Business/dp/0470900520
• http://www.ted.com/talks/rachel_botsman_the_currency_of_the_new_e
conomy_is_trust.html
• http://www.technologyreview.com/news/418874/patients-social-
network-predicts-drug-outcomes/
• http://www.patientslikeme.com/
• http://www.athenahealth.com/cmp/more-disruption/more-
disruption.php?intcmp=10011572
• http://www.forbes.com/sites/davechase/2012/09/09/patient-
engagement-is-the-blockbuster-drug-of-the-century/

25. A huge upside of technology has been its
democratization, giving ordinary access to
information and tools that had previously been the
preserve of the few. Industry after industry has
seen the creative destruction wreaked upon it as
Internet technologies pull down walls. Health care
has, so far, remained relatively unscathed. For how
much longer?
– Ben Rooney, “Health Care is the Next Frontier for Big Data”, Wall Street Journal, 19
Jan 2012