Marketing from the  Inside Out Justin Foster – CMO Tricycle Consulting
The Simple Idea: <ul><li>Create a people-driven brand. </li></ul>
Defining the Audience <ul><li>Employees </li></ul><ul><li>Investors, Board members, supporters </li></ul><ul><li>Active cu...
Brand Core: <ul><li>If my company was a religion, the one thing you must believe is ________. </li></ul>
<ul><li>Goal: </li></ul><ul><li>To create brand “evangelists” </li></ul>
Traits of “Evangelists” <ul><li>Driven by belief, not value. </li></ul><ul><li>Believe in concrete proof, not abstract con...
The Steps <ul><li>Ask for feedback </li></ul><ul><li>Have “first-name” relationships </li></ul><ul><li>Be unexpected </li>...
What NOT to do <ul><li>Referral programs </li></ul><ul><li>Have gaps between your marketing promises and customer experien...
The Tools <ul><li>Contact management system (example: iContact) </li></ul><ul><li>Web-based survey method (example: survey...
<ul><li>Remember: </li></ul><ul><li>This is not just a philosophy, it is a system. </li></ul>
The Results <ul><li>Increase new customer base via word-of-mouth </li></ul><ul><li>Increased “adoption” </li></ul><ul><li>...
Open Forum <ul><li>Clarification on terminology or definitions? </li></ul><ul><li>New technology and tools?  </li></ul><ul...
<ul><li>For more information: </li></ul><ul><li>Thetricycle.com </li></ul><ul><li>brandmilitia.com </li></ul><ul><li>[emai...
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Marketing From The Inside Out

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Evangelism, Branding, Marketing, Web2.0

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Marketing From The Inside Out

  1. 1. Marketing from the Inside Out Justin Foster – CMO Tricycle Consulting
  2. 2. The Simple Idea: <ul><li>Create a people-driven brand. </li></ul>
  3. 3. Defining the Audience <ul><li>Employees </li></ul><ul><li>Investors, Board members, supporters </li></ul><ul><li>Active customers </li></ul><ul><li>In-active customers </li></ul><ul><li>Influencers (the media, community leaders) </li></ul>
  4. 4. Brand Core: <ul><li>If my company was a religion, the one thing you must believe is ________. </li></ul>
  5. 5. <ul><li>Goal: </li></ul><ul><li>To create brand “evangelists” </li></ul>
  6. 6. Traits of “Evangelists” <ul><li>Driven by belief, not value. </li></ul><ul><li>Believe in concrete proof, not abstract concepts. </li></ul><ul><li>“ Evangelize” for the joy of it. </li></ul><ul><li>Pro-active in talking about you. </li></ul><ul><li>Will defend you in the marketplace. </li></ul>
  7. 7. The Steps <ul><li>Ask for feedback </li></ul><ul><li>Have “first-name” relationships </li></ul><ul><li>Be unexpected </li></ul><ul><li>Be transparent </li></ul><ul><li>Publish your knowledge </li></ul><ul><li>Tell stories </li></ul>
  8. 8. What NOT to do <ul><li>Referral programs </li></ul><ul><li>Have gaps between your marketing promises and customer experiences. </li></ul><ul><li>Have advertising that doesn’t reflect brand </li></ul><ul><li>Rely on organic word-of-mouth </li></ul><ul><li>Be message/campaign-centric </li></ul>
  9. 9. The Tools <ul><li>Contact management system (example: iContact) </li></ul><ul><li>Web-based survey method (example: surveymonkey) </li></ul><ul><li>Thank you cards </li></ul><ul><li>A blog(s) </li></ul>
  10. 10. <ul><li>Remember: </li></ul><ul><li>This is not just a philosophy, it is a system. </li></ul>
  11. 11. The Results <ul><li>Increase new customer base via word-of-mouth </li></ul><ul><li>Increased “adoption” </li></ul><ul><li>Greater internal morale </li></ul><ul><li>Reputation; a sense of inevitability. </li></ul><ul><li>Spending less money on marketing tactics. </li></ul>
  12. 12. Open Forum <ul><li>Clarification on terminology or definitions? </li></ul><ul><li>New technology and tools? </li></ul><ul><li>Marketing trends? </li></ul><ul><li>More case studies? </li></ul>
  13. 13. <ul><li>For more information: </li></ul><ul><li>Thetricycle.com </li></ul><ul><li>brandmilitia.com </li></ul><ul><li>[email_address] </li></ul>
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