(Graham Brown mobileYouth) Beachheads - build your passion center

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
BeachHeads by Graham D Brown of WhatYouthThink.com
1

When your research tells you that your customers “like” you be afraid, be very afraid…
Passion
2

In this presentation I’ll present the importance of BEACHHEADS to your marketing strategy and how they are fundamental to leading brands today.
At the end, you’ll find 5 key steps to implementing “The Engagement Path” – a beachhead strategy.
A complete marketing plan is provided here MobileYouthreport.com
Graham Brown
Author & Director
WhatYouthThink.com
GrahamDBrown.com
Overview
3

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.
Scared we’d have to say NO
Fear
4

Your Agency is Your ENEMY if…They Talk about Reach.They want you to keep it MASS
Your role is simply signing the cheque. They want you to continue throwing a budget at the creative problem
They build campaigns rather than permission assetsTV and Advertising still works – look at the data!
They talk about facebook and mobile but the storytelling
is still about you, your brand, your logo, your website
And not helping the customer tell theirs
Change
5

Defining Beachheads (from the mobileYouth report)
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.
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.
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.
Support the 10% to convert the remaining 90%
6

BEACHHEADS
BLACKBERRY

“LOVED”

“LIKED”

Monster energy – more profitable per employee than apple
Red bull – gold standard of youth marketing
Jet Blue – Empowering student bloggers
Flip – engaging savvy youth in the design process
Apple – leading the design tribe
Ford Fiesta – redefining ford inside out by focusing on a core of passionate fans
Blackberry – leveraging influential students
Kappa – reinventing the brand from micro markets in china
…and then they say “What about the other 90%?”
10

ACT
1. Adopt Metrics that nurture Love not Likeability
11

ACT
2. Find Your 10%
12

ACT
3. Build a Permission Asset
An event, a project…a platform that gives Social Currency to the 10%
13

ACT
4. Build dialogue
Involve your beachhead in the process
14

ACT
5. Co-Create
15

Download This Powerpointand more…
MobileYouthNet.com
16

http://www.mobileyouth.org	90
http://www.slideshare.net	13
http://summersands.com.my	5
http://1982.tumblr.com	3
http://mobileyouth.posterous.com	2
http://webcache.googleusercontent.com	1

(Graham Brown mobileYouth) Beachheads - build your passion center

by Graham Brown (mobileYouth) on Feb 25, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 114

Statistics

(Graham Brown mobileYouth) Beachheads - build your passion center — Presentation Transcript