Industrial or Social : What type of marketer are YOU?

“ We are moving from an era of one where marketers find customers for their product s to one where they need to find products for their customers ”

“ How we view the problem is the problem” Einstein

For each slide choose which statement ( A or B ) you most agree with. At the end, you’ll find out if you’re INDUSTRIAL or SOCIAL

(A) We are the brand owners (B) We are the brand custodians

(A) We sponsor events (B) We create events

(A) We want to be a market leader (B) We want to be the most relevant

(A) Marketing’s role is to help sell our products (B) Marketing’s role is to empower customers already sold on our products

(A) Marketing is a department (B) Marketing is a mindset

(A) We call them “end users” (B) We call them “consumers”

(A) Marketing is what we do to our customers (B) Marketing is what we do with our customers

(A) Our competitors are those companies in our category (B) Our competition is everything our customers spend time and money on

(A) Our market is the mass market (B) Our market is a group of tightly defined consumer beachheads

(A) Our consumer insight comes from focus groups and the labs (B) Our consumer insight comes from the streets

(A) Marketing is about creating awareness (B) Marketing is about creating relevance and building trust

(A) Marketing’s role is to support our organization’s goals (B) The organization’s role is to support our marketing’s objectives

(A) Marketing is defined by campaigns (B) Marketing is defined by relationships

(A) Our goal is market share (B) Our goal is share of customer

(A) The marketing department drives marketing (B) Customers drive marketing

(A) Product development managers evolve the products (B) Customers evolve the products

(A) Product appeal is all about fun, cool and personalization (B) Product appeal is about maximizing social currency

(A) Customer service is a cost center (B) Customer service is our best marketing strategy

(A) We see our industry as a “value chain” (B) We see our industry as an “ecosystem”

(A) Product adoption requires educating the customer on how it works (B) Product adoptions requires educating ourselves about customer needs

(A) We target early adopters as the route to market (B) We target consumers passionate about our product as the route to market

(A) We are focused on our highest spend customers (B) We are focused on our highest lifetime spend customers

(A) Corporate values are for the PR department (B) Corporate values are an integral part of our marketing

(A) We sell a product (B) We sell a lifestyle

If you answered with “ A ” your organization is practising INDUSTRIAL marketing Low product adoption rates Price based competition High impact campaigns Focus on technological features High account management costs High customer churn Friction between product devt and marketing Benchmarking

If you answered with “ B ” your organization is practising SOCIAL marketing Grass roots movement Projects define marketing Prioritize dialogue Take risks Focus on social currency and advocacy Integrated product development and marketing Churn and loyalty key to marketing success

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