Marketing from the Inside Out Justin Foster – CMO Tricycle Consulting

The Simple Idea: Create a people-driven brand.

Create a people-driven brand.

Defining the Audience Employees Investors, Board members, supporters Active customers In-active customers Influencers (the media, community leaders)

Employees

Investors, Board members, supporters

Active customers

In-active customers

Influencers (the media, community leaders)

Brand Core: If my company was a religion, the one thing you must believe is ________.

If my company was a religion, the one thing you must believe is ________.

Goal: To create brand “evangelists”

Goal:

To create brand “evangelists”

Traits of “Evangelists” Driven by belief, not value. Believe in concrete proof, not abstract concepts. “ Evangelize” for the joy of it. Pro-active in talking about you. Will defend you in the marketplace.

Driven by belief, not value.

Believe in concrete proof, not abstract concepts.

“ Evangelize” for the joy of it.

Pro-active in talking about you.

Will defend you in the marketplace.

The Steps Ask for feedback Have “first-name” relationships Be unexpected Be transparent Publish your knowledge Tell stories

Ask for feedback

Have “first-name” relationships

Be unexpected

Be transparent

Publish your knowledge

Tell stories

What NOT to do Referral programs Have gaps between your marketing promises and customer experiences. Have advertising that doesn’t reflect brand Rely on organic word-of-mouth Be message/campaign-centric

Referral programs

Have gaps between your marketing promises and customer experiences.

Have advertising that doesn’t reflect brand

Rely on organic word-of-mouth

Be message/campaign-centric

The Tools Contact management system (example: iContact) Web-based survey method (example: surveymonkey) Thank you cards A blog(s)

Contact management system (example: iContact)

Web-based survey method (example: surveymonkey)

Thank you cards

A blog(s)

Remember: This is not just a philosophy, it is a system.

Remember:

This is not just a philosophy, it is a system.

The Results Increase new customer base via word-of-mouth Increased “adoption” Greater internal morale Reputation; a sense of inevitability. Spending less money on marketing tactics.

Increase new customer base via word-of-mouth

Increased “adoption”

Greater internal morale

Reputation; a sense of inevitability.

Spending less money on marketing tactics.

Open Forum Clarification on terminology or definitions? New technology and tools? Marketing trends? More case studies?

Clarification on terminology or definitions?

New technology and tools?

Marketing trends?

More case studies?

For more information: Thetricycle.com brandmilitia.com [email_address]

For more information:

Thetricycle.com

brandmilitia.com

[email_address]