Marketing From The Inside Out

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Evangelism, Branding, Marketing, Web2.0

Evangelism, Branding, Marketing, Web2.0

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  • 1. Marketing from the Inside Out Justin Foster – CMO Tricycle Consulting
  • 2. The Simple Idea:
    • Create a people-driven brand.
  • 3. Defining the Audience
    • Employees
    • Investors, Board members, supporters
    • Active customers
    • In-active customers
    • Influencers (the media, community leaders)
  • 4. Brand Core:
    • If my company was a religion, the one thing you must believe is ________.
  • 5.
    • Goal:
    • To create brand “evangelists”
  • 6. 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.
  • 7. The Steps
    • Ask for feedback
    • Have “first-name” relationships
    • Be unexpected
    • Be transparent
    • Publish your knowledge
    • Tell stories
  • 8. 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
  • 9. The Tools
    • Contact management system (example: iContact)
    • Web-based survey method (example: surveymonkey)
    • Thank you cards
    • A blog(s)
  • 10.
    • Remember:
    • This is not just a philosophy, it is a system.
  • 11. 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.
  • 12. Open Forum
    • Clarification on terminology or definitions?
    • New technology and tools?
    • Marketing trends?
    • More case studies?
  • 13.
    • For more information:
    • Thetricycle.com
    • brandmilitia.com
    • [email_address]