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Marketing Roundtable - December 10, 2013 - Go Fish-Customer Attraction

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“Give a man a fish and he’ll eat for a day. Teach a man to fish and he’ll eat for a lifetime.” Wandering angler and marketing expert Sean Hickey will show you five key rules of marketing … and fly fishing. You’ll take away theories you can apply to your own marketing programs and challenges to make your programs more efficient and more effective.

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Marketing Roundtable - December 10, 2013 - Go Fish-Customer Attraction

  1. 1. pwb marketing communications Go Fish: Customer Attraction 10 December, 2013
  2. 2. “Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.”
  3. 3. My Background • Sean Hickey Chief Operating Officer PWB Marketing Communications • Over two decades of marketing, communications, and sales experience • Central Michigan University • B.A.A. Communication, English, Business, etc. • M.A. Business Communication • www.linkedin.com/in/seanahickey/ • www.getout1.blogspot.com
  4. 4. Five Rules of Fly Fishing • Fish Where the Fish Are • Big Fish, Big Bait • Try Something Different • It Always Happens When You’re Least Attentive • Remember to Look Around Once in a While
  5. 5. Fish Where the Fish Are • Seems obvious, right? • How do you find the fish? • Ask people • Use online resources • Start where you’ve had good luck before
  6. 6. Big Fish, Big Bait • An old saw in fly fishing • Ultimately, it’s about throwing them something that makes the risk involved worthwhile • If I respond to a marketing message, I know I’m entering a sales dialogue, so make it worth my time
  7. 7. Try Something Different • Do you want to eat the same food all the time? • Fish don’t either • Nor do your prospects • Consider this for: • Your creative • Your offer
  8. 8. It Always Happens You Least Expect It… • Fish know. Somehow prospects do, too. • The more you can automate the process, the better • You can’t make a prospect appear when you want them to; be ready • Never forget sales enablement
  9. 9. Remember to Look Around You • “Steelhead live in beautiful places.” • If you’re micro-focused on your task, you could miss out • • • • Alternatives Threats Changes Opportunities
  10. 10. Let’s Plan a Trip • Where do you want to go? • When? • What will we fish for? • What flies would attract your target?
  11. 11. Let’s Plan a Campaign • What is your product? • What group do you want to target • When? • What are the defining characteristics of your target market? • What messages would attract these prospects?
  12. 12. So Remember… • Fish Where the Fish Are • Big Fish, Big Bait • Try Something Different • It Happens When You Least Expect it • Remember to Look Around Once in a While

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