Mythology Marketing System - The Full Story


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How does your organization build brand, revenue and relationship? Is your marketing ad hoc, confusing and lack consistency? You may need the Mythology Marketing System.

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Mythology Marketing System - The Full Story

  1. 1. Mythology builds belief in your business by installing and managing an advanced, measurable marketing “system” . We’d like your feedback on this approach.
  2. 2. Mythology Mythology is a breakthrough marketing system for growth-oriented organizations who want to improve brand , revenue and relationships . Marketing Research and Planning Marketing Infrastructure Customer Campaigns and Experiences Roadmap Capabilities Results
  3. 3. Marketing used to be much simpler. Choose a compelling message… … and deliver it through a few communication channels that reached the masses. It was glamorous.
  4. 4. It’s just not like that anymore. It’s hard work! Your customers are fragmented and distracted… They each receive up to 3,000 commercial messages a day . They’re also more cynical. They don’t trust what your “advertising” is saying.
  5. 5. Word-of-Mouth and User-Generated Content (Conversations!) Have all the Influence A high-impact recommendation from a trusted friend or colleague conveying a relevant message, for example…. … .can be up to 50 times more likely to trigger a purchase! Business decision-makers rely on word-of-mouth from peers for over 50% of their buying decisions. Keller-Fay 2008 study McKinsey Quarterly April 2010
  6. 6. A Coordinated Conversation is Required. …But Two-Way Conversations are More Difficult Than One-Way Megaphones!
  7. 7. You need a “system” to hold effective two-way conversations that lead to long-term, profitable revenue growth .
  8. 8. Mythology Marketing System™ Brand Revenue Relationships 1 Your goals are simple, but ambitious: Grow brand, revenue and relationships .
  9. 9. Mythology Marketing System™ Brand Revenue Relationships Unfortunately, the world of fragmented media and cynical customers has become far more complex . 2
  10. 10. Mythology Marketing System™ Brand Revenue Relationships You need a simple, measurable marketing system to achieve your goals. 3 Plan. Manage. Measure. Optimize. Build. Know.
  11. 11. Mythology Marketing System™ Brand Revenue Relationships Mythology builds a marketing system for you that hides the complexity …so you can focus on your customers. 4 Customers Prospects Competitors Trends & Opportunities Strategic Marketing Plan & Campaign Plans Infrastructure & Marketing Capabilities Brand, Revenue & Relationship Programs Short- & Long-Term Results Across the Customer Funnel Performance Reviews, New Opportunity Identification and Improved Campaigns Plan. Manage. Measure. Optimize. Build. Know.
  12. 12. Think of it Like This: Marketing is Like an Iceberg The marketing your audience sees… TV & radio spots Print ads Web site Facebook updates Blog posts
  13. 13. Your Marketing Iceberg… … must rest on an underlying foundation: Market research Customer feedback Contact database Content plan & editorial process Web publishing & social media platform Measurement process
  14. 14. Mythology builds belief in your business by installing and managing an advanced, measurable marketing “system” .
  15. 15. A Marketing System Approach is far More Measurable More Measurable = More Accountable Advocates Loyal Customers Awareness Interest/Preference Action/Inquiry Conversion <ul><li>% of target audience aware </li></ul><ul><li>% of target audience who plans to take action </li></ul><ul><li>Search engine queries, web site visits, video views, calls, lead form entries </li></ul><ul><li>Purchases, participants </li></ul><ul><li>% and # of repeat customers </li></ul><ul><li>Frequency of repeat customers </li></ul><ul><li>% and # of recommenders </li></ul>Brand Demand Relationship
  16. 16. System Deliverables Stage Deliverables Know the Environment Customer & Prospect Profiles Competitive Analysis Industry and Market Profiles Baseline Brand Analysis Develop the Plan Strategic Marketing Plan (1-3 year view) Campaign and Tactical Program Plan (3-6 month view) Build Infrastructure Team Assessment and Training Plan Data and Technology Alignment Plan and Process Campaign/Content Development and Management Business Process Optimization Do Campaigns Brand and Awareness Campaigns Demand (Lead/Revenue) Generation Campaigns Relationship and Loyalty Marketing Programs Manage Projects Marketing Project Management Measure Impact Performance Dashboard Campaign and Program Metrics Reporting Optimize for ROI Campaign/Program Performance Management Innovation Process
  17. 17. Marketing Infrastructure Laying the Internal Groundwork for Effective Marketing The Mythology Marketing System delivers an ambitious, yet realistic three-year roadmap towards empowering your organization to be a world-class marketer through simple, prioritized investments in marketing infrastructure. It combines immediate impact with a long-term commitment to constant improvement. Brand Content Web Presence Training and Alignment Business Process Tools and Technology <ul><li>Value Proposition </li></ul><ul><li>Brand Identity and Messaging </li></ul><ul><li>Brand Guidelines </li></ul><ul><li>Brand Affinity Metrics </li></ul><ul><li>Subject Matter Experts </li></ul><ul><li>Content Creation Tools </li></ul><ul><li>Writing and Editing Skills </li></ul><ul><li>Editorial Review and Approval Process </li></ul><ul><li>Web Site </li></ul><ul><li>Social Media Touchpoints </li></ul><ul><li>Data Capture </li></ul><ul><li>Measure-ment </li></ul><ul><li>Response Matrix and Guidelines </li></ul><ul><li>Roles and Respons-ibilities </li></ul><ul><li>Incentives </li></ul><ul><li>Sales-Marketing-Customer Service Team Alignment </li></ul><ul><li>Campaign Manage-ment </li></ul><ul><li>Lead Processing </li></ul><ul><li>Data Manage-ment </li></ul><ul><li>CMS </li></ul><ul><li>CRM </li></ul><ul><li>Campaign Mngt </li></ul><ul><li>Contact/ List Mngt </li></ul><ul><li>Surveys </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Mobile/ Text </li></ul><ul><li>Collab-oration </li></ul>
  18. 18. Technology and Tools Supporting the System Through Simple, Cost-Effective Enablers Mythology works with your existing tools or can suggest and manage new ones to fill key gaps. Categories* Sample Tools* Content Management (CMS) Joomla, Drupal, Umbraco Customer Relationship Management (CRM), Zoho, MS CRM Campaign Management Marketo Surveying/Research Survey Monkey, Constant Contact Email Campaigns Constant Contact, MailChimp Mobile/Text Marketing WhamMobile, Promo2Cell Customer Collaboration Wikis, SharePoint Internal Sales/Marketing Team Collaboration Wikis, SharePoint
  19. 19. Does it Work? You bet it does. You can measure it! Elkins, WV “ Measuring the actual value of our marketing, public relations and community health promotion programs has always been a struggle. “ Mythology guided us through a comprehensive strategy to benchmark community perception, set measurable goals and evaluate our progress.” Elizabeth Teets, Marketing Director Davis Health System
  20. 20. The System Works Across Industries From consumer to “business-to-business” “ [Mythology’s] comprehensive approach to marketing and in-depth analysis of our customers’ needs allowed us to target our marketing budget to produce maximum sales . The 20% sales growth we achieved in 2008 showed the effectiveness of this type of strategy.” Jeffrey Lusk, Executive Director Hatfield McCoy Trail System
  21. 21. What Does it Cost? <ul><li>It depends on a lot of variables, of course: </li></ul><ul><li>What is the state of your current marketing infrastructure? </li></ul><ul><li>Do you have an existing strategic marketing plan? </li></ul><ul><li>What existing customer and research is available? </li></ul><ul><li>How many customer segments are you targeting? </li></ul><ul><li>How many campaigns do you need to run? </li></ul><ul><li>Typical monthly average investments: </li></ul><ul><li>Startup organization - $5,000/month </li></ul><ul><li>Mid-market growth organization - $10,000 - $15,000/month </li></ul><ul><li>All arrangements include: </li></ul><ul><li>Detailed deliverables and milestones accountability </li></ul><ul><li>Easy 30 day notice opt out </li></ul><ul><li>Comprehensive project management approach </li></ul><ul><li>Regular detailed results and progress reporting </li></ul>
  22. 22. The Return on Investment Brand Revenue Relationships Mythology is prepared to analyze your business and provide an estimated return on investment based on your unique business environment and your priority goals for brand, revenue and relationships.
  23. 23. Mythology is about building belief . Who believes in you ? Let’s build some believers. [email_address]
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