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(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. ...

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

    • 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…
      BeachHeads by Graham D Brown of WhatYouthThink.com
      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
      BeachHeads by Graham D Brown of WhatYouthThink.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
      BeachHeads by Graham D Brown of WhatYouthThink.com
      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
      BeachHeads by Graham D Brown of WhatYouthThink.com
      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.
      BeachHeads by Graham D Brown of WhatYouthThink.com
      Support the 10% to convert the remaining 90%
      6
    • BEACHHEADS
      BLACKBERRY
      BeachHeads by Graham D Brown of WhatYouthThink.com
    • “LOVED”
      BeachHeads by Graham D Brown of WhatYouthThink.com
    • “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%?”
      BeachHeads by Graham D Brown of WhatYouthThink.com
      10
    • ACT
      1. Adopt Metrics that nurture Love not Likeability
      BeachHeads by Graham D Brown of WhatYouthThink.com
      11
    • ACT
      2. Find Your 10%
      BeachHeads by Graham D Brown of WhatYouthThink.com
      12
    • ACT
      BeachHeads by Graham D Brown of WhatYouthThink.com
      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
      BeachHeads by Graham D Brown of WhatYouthThink.com
      14
    • ACT
      BeachHeads by Graham D Brown of WhatYouthThink.com
      5. Co-Create
      15
    • Download This Powerpointand more…
      BeachHeads by Graham D Brown of WhatYouthThink.com
      MobileYouthNet.com
      16