Marketing From The Inside Out

Marketing from the Inside Out Justin Foster – CMO Tricycle Consulting

The Simple Idea:
Create a people-driven brand.

Defining the Audience
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 ________.

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.

The Steps
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

The Tools
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.

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.

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

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

Marketing From The Inside Out

by Justin Foster on Feb 15, 2008

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Marketing From The Inside Out — Presentation Transcript