(Graham Brown mobileYouth) Beachheads - build your passion center

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You spent your whole marketing career trying to make your customers like you but overlooked the inconvenient truth that somewhere out there was a group of fans who already loved you.

Beachheads - the key to successful youth engagement explained in this concise powerpoint by GrahamDBrown.com of WhatYouthThink.com

For a complete activation and insights plan visit MobileYouthReport.com

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(Graham Brown mobileYouth) Beachheads - build your passion center

  1. You spent your whole marketing career trying to make your customers like you but overlooked the inconvenient truth that somewhere out there was a group of fans who already loved you<br />Beachheads<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />1<br />
  2. When your research tells you that your customers “like” you be afraid, be very afraid…<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />Passion<br />2<br />
  3. In this presentation I’ll present the importance of BEACHHEADS to your marketing strategy and how they are fundamental to leading brands today.<br />At the end, you’ll find 5 key steps to implementing “The Engagement Path” – a beachhead strategy.<br />A complete marketing plan is provided here MobileYouthreport.com<br />Graham Brown<br />Author & Director<br />WhatYouthThink.com<br />GrahamDBrown.com<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />Overview<br />3<br />
  4. Of this Beachheadwe are ScaredScared that we’d have to talk to the customer. Scared that we can no longer commit a budget to the problem for the agency to take away. Scared we’d have to start taking ownership of the creative process.<br />Scared we’d have to say NO<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />Fear<br />4<br />
  5. Your Agency is Your ENEMY if…They Talk about Reach.They want you to keep it MASS<br />Your role is simply signing the cheque. They want you to continue throwing a budget at the creative problem <br />They build campaigns rather than permission assetsTV and Advertising still works – look at the data!<br />They talk about facebook and mobile but the storytelling<br />is still about you, your brand, your logo, your website<br />And not helping the customer tell theirs<br />Change<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />5<br />
  6. Defining Beachheads (from the mobileYouth report)<br />Commit 100% of your marketing to your Beachhead – the 10% of your market already sold on your ideas and product. Supply them with the tools – the Social Currency found in your Permission Asset and empower them to generate Earned Media by enabling your marketing narrative to be about them rather than about your brand. <br />Product Model requires reach; 100% of marketing is committed to 100% of the market. Marketers are fearful of strategies that focus on segments because under the Product Model this would return lower yields. <br />Selling to unconverted youth in the Service Model Decade is expensive; the cost of attention and churn require marketing to focus on tightly defined segments.<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />Support the 10% to convert the remaining 90%<br />6<br />
  7. BEACHHEADS<br />BLACKBERRY<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />
  8. “LOVED”<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />
  9. “LIKED”<br />
  10. Monster energy – more profitable per employee than apple<br />Red bull – gold standard of youth marketing<br />Jet Blue – Empowering student bloggers<br />Flip – engaging savvy youth in the design process<br />Apple – leading the design tribe<br />Ford Fiesta – redefining ford inside out by focusing on a core of passionate fans<br />Blackberry – leveraging influential students<br />Kappa – reinventing the brand from micro markets in china<br />…and then they say “What about the other 90%?”<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />10<br />
  11. ACT<br />1. Adopt Metrics that nurture Love not Likeability<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />11<br />
  12. ACT<br />2. Find Your 10%<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />12<br />
  13. ACT<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />3. Build a Permission Asset<br />An event, a project…a platform that gives Social Currency to the 10%<br />13<br />
  14. ACT<br />4. Build dialogue<br />Involve your beachhead in the process<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />14<br />
  15. ACT<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />5. Co-Create<br />15<br />
  16. Download This Powerpointand more…<br />BeachHeads by Graham D Brown of WhatYouthThink.com<br />MobileYouthNet.com<br />16<br />

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