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How to CreateA Marketing PlanThat Inspires You                                             It’s OK, we                    ...
How to CreateA Marketing PlanThat Inspires YouGeoff McDonald @IdeasMarketing #ideaslunch
Ideas Architect      Book RapperFollow conversation on Twitter: @ideasmarketing
?Geoff McDonald @IdeasMarketing #ideaslunch
Part 1Your Idea, Your Marketing PlanGeoff McDonald @IdeasMarketing #ideaslunch
Idea                          Product                          Service          Traditional MarketingTraditional Marketing...
Product/Service                            Idea                Ideas MarketingYou need an Ideas Marketing Plan!
Curves and LaddersGeoff McDonald @IdeasMarketing #ideaslunch
Money                 Ideas            People                    CampaignIdeasMarketing.com.au/Webinars/
Four Types of Marketing Plans
FiledFour Types of Marketing Plans
Filed       VisualFour Types of Marketing Plans
Filed       Visual   ManifestoFour Types of Marketing Plans
Filed       Visual   Manifesto                Private                     PublicFour Types of Marketing Plans
Ideas Are Public!The more people use your idea the more valuable it becomes
Filed       Visual   Manifesto                Private                     Public                Closed                    ...
Business is Social!Social Media, Social Capital, Social Business
Manifesto A public declaration of your IdeaFulfil your purpose!
?Geoff McDonald @IdeasMarketing #ideaslunch
Part 2The Manifesto ManifestoGeoff McDonald @IdeasMarketing #ideaslunch
The Manifesto Manifesto              1.    Manifestos are primal              2.    Manifestos terminate the past         ...
The Manifesto Manifesto  Idea        1.    Manifestos are primal              2.    Manifestos terminate the past         ...
Product/Service                            Idea                Ideas MarketingYou need an Ideas Marketing Plan!
“...I believe that this nation should             commit itself to achieving the goal,             before this decade is o...
“...I believe that this nation should             commit itself to achieving the goal,             before this decade is o...
Declare        Act1000manifestos.com • “JFK”
Are you ready to             make a declaration?Question 1
The Manifesto Manifesto              1.    Manifestos are primal              2.    Manifestos terminate the past  Vision ...
FutureTypical Marketing Plans are one-way only
Away               TowardAll plans need Toward and Away From Motivations
Away                                         TowardIdeas Marketing Plans generate two-way energy
What’s Your Dream? End this, promote that.
Disrupt the Status Quo, Build Future Possibilities
What are you ending?Question 2
What do you want the           world to be like?Question 3
The Manifesto Manifesto              1.    Manifestos are primal              2.    Manifestos terminate the past         ...
Find your MarketTraditional Marketing
To See or Speak?Find the Market or Create the Market?
Known or unknown?Satisfy a spoken need or one that is yet to be spoken
Community MarketingThe need for belonging
The Five Pillars Wikipedia is an online encyclopedia. Wikipedia has a neutral point of view. Wikipedia is free content tha...
InteractionWhat type of relationship do you want to have?
What sort of             community are you                 creating?Question 4
Define Your CustomerTraditional Marketing
Us!Ideas Marketing : We are the customer! Define us!
We are the crazy ones!1000manifestos.com •  “Apple”
Helen Macdonald www.OptimismZone.com
Attract CustomersTraditional Marketing focuses on finding customers
Who are we?Question 5
‘Them’ Are Your CustomersTraditional Marketing
Them!Ideas generate energy by having an enemy to defeat
Nike : Just do it!Your enemy can be real or intangible.
Who or what are             you defeating?Question 6
The Manifesto Manifesto              1.    Manifestos are primal              2.    Manifestos terminate the past         ...
What are we going to do?Traditional Marketing
Be • Do • HaveThe Knowing-Doing Gap is a really a Being-Doing Gap
Being : Attitude, Philosophy, Worldview
BeingFood, Travel, Parenting...
BeingExcellence Manifesto • ChrisCurnow.com
What way of being             are you promoting?Question 7
DoingAction fuels results
Doing1000manifestos.com • “Repair Manifesto”
What actions are             you encouraging?Question 8
The Manifesto Manifesto              1.    Manifestos are primal              2.    Manifestos terminate the past         ...
Build the BrandTraditional Marketing
Build the Idea!Build things that celebrate your idea!
Presence the Idea!The best product you can have is a tool to build your idea
What can you build so      others can live your idea?Question 9
?Facebook.com/IdeasMarketing
Part 4What’s Next?Geoff McDonald @IdeasMarketing #ideaslunch
Read This!Download : http://geoffmc.com/rbruQa
Idea                    Answer          this!      ❶   Are you ready to make a declaration?      ❷   What are you ending? ...
Idea                   Write this!Geoff McDonald @IdeasMarketing #ideaslunch
1 0 ?          Next Webinar : Q & ASeptember 22nd 12:30-1:15pm Facebook.com/IdeasMarketing
1 0 ?     Geoff@IdeasMarketing.com.auAsk your questions in advance...
Workshop: How to Design,     Build and Sell Your IdeasMelbourne 14 October 8:30am - 5:00pm
$450 +GST                              $270 +GST                              22nd September    Workshop: How to Design,  ...
$450 +GST                              $270 +GST                              22nd September    Workshop: How to Design,  ...
IdeasMarketing.com.au/WebinarsGeoff@IdeasMarketing.com.au
Do the work!Geoff McDonald @IdeasMarketing #ideaslunch
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How to Create A Marketing Plan That Inspires You

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Most marketing plans are designed for implementation. That's important. And, it's not enough. How many times have you known what needs to be done and not done it? A dry, dull, mechanical plan will do that to you. An alternative is to write your Marketing Plan as a Manifesto. In this way, you will be inspired as well as hyper clear on what you're building and how to implement it.

In this hands-on, practical, action-filled event you'll:
• Define your big idea to attract your ideal clients more easily
• Create a clear vision for you and your business to keep you focussed
• Confirm who is your ideal client to make it easier to generate referrals
• Design a Community around your idea to accelerate your results
• Identify key elements to build your idea and bring your brand to life
• Write a powerful statement of your intent to inspire your daily action

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Transcript of "How to Create A Marketing Plan That Inspires You"

  1. 1. How to CreateA Marketing PlanThat Inspires You It’s OK, we haven’t started yet!Geoff McDonald @IdeasMarketing #ideaslunch
  2. 2. How to CreateA Marketing PlanThat Inspires YouGeoff McDonald @IdeasMarketing #ideaslunch
  3. 3. Ideas Architect Book RapperFollow conversation on Twitter: @ideasmarketing
  4. 4. ?Geoff McDonald @IdeasMarketing #ideaslunch
  5. 5. Part 1Your Idea, Your Marketing PlanGeoff McDonald @IdeasMarketing #ideaslunch
  6. 6. Idea Product Service Traditional MarketingTraditional Marketing Plans hide in drawers and computers
  7. 7. Product/Service Idea Ideas MarketingYou need an Ideas Marketing Plan!
  8. 8. Curves and LaddersGeoff McDonald @IdeasMarketing #ideaslunch
  9. 9. Money Ideas People CampaignIdeasMarketing.com.au/Webinars/
  10. 10. Four Types of Marketing Plans
  11. 11. FiledFour Types of Marketing Plans
  12. 12. Filed VisualFour Types of Marketing Plans
  13. 13. Filed Visual ManifestoFour Types of Marketing Plans
  14. 14. Filed Visual Manifesto Private PublicFour Types of Marketing Plans
  15. 15. Ideas Are Public!The more people use your idea the more valuable it becomes
  16. 16. Filed Visual Manifesto Private Public Closed OpenFour Types of Marketing Plans
  17. 17. Business is Social!Social Media, Social Capital, Social Business
  18. 18. Manifesto A public declaration of your IdeaFulfil your purpose!
  19. 19. ?Geoff McDonald @IdeasMarketing #ideaslunch
  20. 20. Part 2The Manifesto ManifestoGeoff McDonald @IdeasMarketing #ideaslunch
  21. 21. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  22. 22. The Manifesto Manifesto Idea 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  23. 23. Product/Service Idea Ideas MarketingYou need an Ideas Marketing Plan!
  24. 24. “...I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.”Who said this?
  25. 25. “...I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.”Start your Marketing Plan with a Declaration
  26. 26. Declare Act1000manifestos.com • “JFK”
  27. 27. Are you ready to make a declaration?Question 1
  28. 28. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past Vision 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  29. 29. FutureTypical Marketing Plans are one-way only
  30. 30. Away TowardAll plans need Toward and Away From Motivations
  31. 31. Away TowardIdeas Marketing Plans generate two-way energy
  32. 32. What’s Your Dream? End this, promote that.
  33. 33. Disrupt the Status Quo, Build Future Possibilities
  34. 34. What are you ending?Question 2
  35. 35. What do you want the world to be like?Question 3
  36. 36. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities Market 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  37. 37. Find your MarketTraditional Marketing
  38. 38. To See or Speak?Find the Market or Create the Market?
  39. 39. Known or unknown?Satisfy a spoken need or one that is yet to be spoken
  40. 40. Community MarketingThe need for belonging
  41. 41. The Five Pillars Wikipedia is an online encyclopedia. Wikipedia has a neutral point of view. Wikipedia is free content that anyone can edit and distribute. Wikipedians should interact in a respectful and civil manner. Wikipedia does not have firm rules.http://en.wikipedia.org/wiki/Wikipedia:Five_pillars
  42. 42. InteractionWhat type of relationship do you want to have?
  43. 43. What sort of community are you creating?Question 4
  44. 44. Define Your CustomerTraditional Marketing
  45. 45. Us!Ideas Marketing : We are the customer! Define us!
  46. 46. We are the crazy ones!1000manifestos.com •  “Apple”
  47. 47. Helen Macdonald www.OptimismZone.com
  48. 48. Attract CustomersTraditional Marketing focuses on finding customers
  49. 49. Who are we?Question 5
  50. 50. ‘Them’ Are Your CustomersTraditional Marketing
  51. 51. Them!Ideas generate energy by having an enemy to defeat
  52. 52. Nike : Just do it!Your enemy can be real or intangible.
  53. 53. Who or what are you defeating?Question 6
  54. 54. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being Results 8.    Manifestos provoke action 9.    Manifestos command presence1000manifestos.com
  55. 55. What are we going to do?Traditional Marketing
  56. 56. Be • Do • HaveThe Knowing-Doing Gap is a really a Being-Doing Gap
  57. 57. Being : Attitude, Philosophy, Worldview
  58. 58. BeingFood, Travel, Parenting...
  59. 59. BeingExcellence Manifesto • ChrisCurnow.com
  60. 60. What way of being are you promoting?Question 7
  61. 61. DoingAction fuels results
  62. 62. Doing1000manifestos.com • “Repair Manifesto”
  63. 63. What actions are you encouraging?Question 8
  64. 64. The Manifesto Manifesto 1.    Manifestos are primal 2.    Manifestos terminate the past 3.    Manifestos create new worlds 4.    Manifestos trigger communities 5.    Manifestos define us 6.    Manifestos antagonise others 7.    Manifestos inspire being 8.    Manifestos provoke action Implement 9.    Manifestos command presence1000manifestos.com
  65. 65. Build the BrandTraditional Marketing
  66. 66. Build the Idea!Build things that celebrate your idea!
  67. 67. Presence the Idea!The best product you can have is a tool to build your idea
  68. 68. What can you build so others can live your idea?Question 9
  69. 69. ?Facebook.com/IdeasMarketing
  70. 70. Part 4What’s Next?Geoff McDonald @IdeasMarketing #ideaslunch
  71. 71. Read This!Download : http://geoffmc.com/rbruQa
  72. 72. Idea Answer this! ❶ Are you ready to make a declaration? ❷ What are you ending? ❸ What do you want the world to be like? ❹ What sort of community are you creating? ❺ Who are we? ❻ Who or what are you defeating? ❼ What way of being are you promoting? ❽ What actions are you encouraging? ❾ What can you build so others can live your idea?Geoff McDonald @IdeasMarketing #ideaslunch
  73. 73. Idea Write this!Geoff McDonald @IdeasMarketing #ideaslunch
  74. 74. 1 0 ? Next Webinar : Q & ASeptember 22nd 12:30-1:15pm Facebook.com/IdeasMarketing
  75. 75. 1 0 ? Geoff@IdeasMarketing.com.auAsk your questions in advance...
  76. 76. Workshop: How to Design, Build and Sell Your IdeasMelbourne 14 October 8:30am - 5:00pm
  77. 77. $450 +GST $270 +GST 22nd September Workshop: How to Design, Build and Sell Your IdeaMore: IdeasMarketing.com.au/Workshops
  78. 78. $450 +GST $270 +GST 22nd September Workshop: How to Design, Build and Sell Your IdeaMore: IdeasMarketing.com.au/Workshops
  79. 79. IdeasMarketing.com.au/WebinarsGeoff@IdeasMarketing.com.au
  80. 80. Do the work!Geoff McDonald @IdeasMarketing #ideaslunch
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