6 WAYS TO BE A ROCKSTAR & DOMINATE ONLINE IN THE USA MARKETING TO THE USA! Clubs Marketing-Communication & Audencia Abroad JASON McDONALD @stringcanagency @JasonMcDonaldIntl linkedin.com/company/stringcan-interactive fr.linkedin.com/in/jasondmcdonald/ stringcaninteractive.com stringcaninteractive.fr StringCan Interactive We build digital roadmaps that win! My Passion: Help companies access the US market successfully My Rock Star Talent: Connecting clients to their ideal audience online StringCan Mission: Making Complex Simple! MARKETING TO THE USA IS EASY! MULTIPLE BUYING INFLUENCERS,UNKNOWN VARIABLES AFFECTING SALES,BOTH OFFLINE AND ONLINE TRANSACTIONS,CONSTANTLY EVOLVING SEARCH CHANGES,PRODUCING CONTENT IN ENGLISH,SIGNIFICANT NOISE FROM COMPETITION,OVERWHELMED ONLINE AUDIENCE,UNIQUE CONTENT NEEDS BY SEGMENT,UNKNOWN FRENCH BRAND IN AMERICA,AND IT BECOMES VERY COMPLEX. WE SPECIALIZE IN MAKING THE COMPLEX SIMPLE! WHY ARE WE HERE TODAY? WHO ARE YOUR FUTURE ADORING FANS? MARKETING IN AMERICA ITS NOT ABOUT CONQUERING THE USA QUICKLY AND BECOMING ROCK STAR RICH OR ABOUT BEING ABLE TO SET IT & FORGET IT Deliver the RIGHT INFORMATION at the RIGHT TIME to the RIGHT PEOPLE! LET’S DO A QUICK TEST… HOW WELL DO YOU KNOW YOUR AUDIENCE? Do you know what specific STEPS they take to search for solutions? Do you know what they use to SCORE options & what criteria are most important to decide? Do you know what your clients expect to CHANGE once they hire you? If you’re like most of our clients, you probably answered YES to only 1 of 3 questions. KNOW YOUR ROCK TALENT ARE YOU POSITIONING YOURSELF TO STAND OUT COMPLETE A S.W.O.T. WITH YOUR TEAM! FOCUS ON YOUR STRENGTHS TO STAND OUT! YOU DON’T HAVE TO BE GOOD AT EVERYTHING WATCH OUT FOR THE HOT NEW THING ARE YOU MONITORING YOUR COMPETITION? BOTH DIRECT AND INDIRECT COMPETITORS Offering the same product or service now Offering similar products or services now Could offer the same or similar products or services in the future Could remove the need for a product or service COULD TAKE A LOT OF TIME SO… HAVE GOOGLE DO THE WORK FOR YOU! AND USE SOCIAL MONITORING TOOLS AS WELL! FISH WHERE THE FISH ARE AT ARE YOU ENGAGING WITH YOUR AUDIENCE WHERE THEY ARE? DON’T WRITE YOUR SONGS IN GOOGLE TRANSLATE DOMINATE ONLINE LIKE A ROCK STAR WITH 6 SIMPLE TIPS Listen to your customers: Ask your current & prospective clients questions Own a position to stand out: Focus on strengths that solve your clients needs Monitor your competition: Put tools in place to see what they are up to &how to get ahead Fish where the fish are at: Engage with your audience where they are already at Ensure you have proper English translation: Use a strong language consultant not just a translator Measure & monitor results: Leverage your data to constantly optimize your approach

1. image source: http://bit.ly/1mevn5R
Clubs Marketing-Communication &
Audencia Abroad

2. JASON McDONALD
StringCan Interactive
We build digital roadmaps that win!
@stringcanagency
@JasonMcDonaldIntl
linkedin.com/company/stringcan-interactive
fr.linkedin.com/in/jasondmcdonald/
stringcaninteractive.com
stringcaninteractive.fr
My Passion:
Help companies access the
US market successfully
My Rock Star Talent:
Connecting clients to their
ideal audience online
StringCan Mission:
Making Complex Simple!
#AudenciaSCI

3. Headquarters
Scottsdale, Arizona
International
Paris, France
Think the Grand Canyon?

4. MARKETING TO THE USA IS EASY!
MULTIPLE BUYING INFLUENCERS,
UNKNOWN VARIABLES AFFECTING SALES,
BOTH OFFLINE AND ONLINE TRANSACTIONS,
CONSTANTLY EVOLVING SEARCH CHANGES,
PRODUCING CONTENT IN ENGLISH,
SIGNIFICANT NOISE FROM COMPETITION,
OVERWHELMED ONLINE AUDIENCE,
UNIQUE CONTENT NEEDS BY SEGMENT,
UNKNOWN FRENCH BRAND IN AMERICA,
AND IT BECOMES VERY COMPLEX.
WE SPECIALIZE IN MAKING THE COMPLEX SIMPLE!
image source: https://flic.kr/p/dxaJg2

5. WHY ARE
WE HERE
image source: http://bit.ly/1ww2hlO

6. WHO ARE YOUR FUTURE
ADORING FANS?
image source: http://bit.ly/1pDavGE

7. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc

8. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc

9. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home

10. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home

11. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
of Americans
25+ have
Smartphones
45.
3%

12. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
of Americans
25+ have
Smartphones
45.
3%
What is cyber-
Monday?

13. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
of Americans
25+ have
Smartphones
45.
3%
What is cyber-
Monday?

14. THE AMERICAN MARKET
Data: US Census Data 2012
image source: http://bit.ly/1qsFQvc
74.8%
Have Internet
in the home
of Americans
25+ have
Smartphones
45.
3%
What is cyber-
Monday?
$262 Billion
2013

15. THE AMERICAN MARKET
image source; http://bit.ly/1qGNwwb

16. THE AMERICAN MARKET
image source; http://bit.ly/1qGNwwb

17. THE AMERICAN MARKET
image source; http://bit.ly/1qGNwwb

18. A VERY DIVERSE
MARKET
image source: http://bit.ly/1qsFQvc
US Population
318 million
The number of people who play
an instrument
Number of people who
play the guitar

19. IS YOUR MARKET THIS
GUY?
image source: http://bit.ly/1qEtkLa

20. OR THIS GUY?
image source: http://bit.ly/1qsFQvc

21. A VERY DIVERSE
MARKET
image source: http://bit.ly/1qsFQvc
US Population
314 million
The number of people who play
an instrument
Number of people who
play the guitar
Number of people who
play the electric guitars
Number of professional
electric guitars players

22. MARKETING IN AMERICA
image source: http://bit.ly/1nzoABQ

23. ITS NOT ABOUT
CONQUERING
THE USA QUICKLY
AND BECOMING
ROCK STAR RICH
image source: http://bit.ly/1jcG2JE

24. OR ABOUT BEING
ABLE TO
SET IT & FORGET
IT
image source: https://flic.kr/p/5VngA2

25. COMPLEX MADE SIMPLE IN SIX EASY(ISH) STEPS
INTERNET MARKETING LIKE A ROCK STAR
DON’T SCREAM AT
YOUR AUDIENCE
OWN YOUR ELVIS
FLARE
WATCH OUT THE
HOT NEW THING
FISH WHERE THE
FISH ARE AT
DON’T WRITE SONGS IN
GOOGLE TANSLATE
IF IT WORKS, KEEP
PUSHING OUT ALBUMS

26. image source: http://bit.ly/1qswHTe
DON’T SCREAM AT YOUR
AUDIENCE
ARE YOU
LISTENING?

27. Deliver the RIGHT INFORMATION at
the RIGHT TIME to the RIGHT
PEOPLE!
image source: https://flic.kr/p/dZdXNp

29. image source: http://www.stockvault.net/photo/147804/school-test
LET’S DO A QUICK TEST…
HOW WELL DO YOU KNOW YOUR AUDIENCE?

30. image source: https://flic.kr/p/7Lq7yf
Q1 Do you know what
specific STEPS they
take to search for
solutions?
YES NO

31. image source: https://flic.kr/p/8DjY5j
Q2 Do you know what they
use to SCORE options
& what criteria are most
important to decide?
YES NO

32. image source: https://flic.kr/p/ght8m7
Q3 Do you know what your
clients expect to
CHANGE once they
hire you?
YES NO

33. If you’re like most of our clients,
you probably answered YES to
only 1 of 3 questions.
image source: https://flic.kr/p/638wPy

34. image source: https://flic.kr/p/bhyT8B
TALK WITH CLIENTS &
LEARN ABOUT THEIR
NEEDS!

35. • Struggling to keep up with other
companies who undercut them in price
• Wants to create high quality products that
cut costs and also make them stand out
• Can’t afford to make a mistake because
their products protect lives
• Uses Google to find companies and
LinkedIn to engage with Peers
• Looking to learn from companies that
have experience in his industry
Danny| 32 | Married
Sr. Design Engineer
$100K income
Washington D.C.
THEN DEVELOP YOUR
PERSONAS
Familiarity With Your Industry
Meet Danny
image source: http://bit.ly/1mnoXS7

36. image source: http://bit.ly/1rqaWUa
KNOW YOUR ROCK
TALENT
ARE YOU
POSITIONING
YOURSELF TO
STAND OUT?

37. image source: https://flic.kr/p/82L7jr
PEOPLE LOOK FOR
AUTHORITY!

38. image source: https://flic.kr/p/e3CC8F
COMPLETE A S.W.O.T.WITH YOUR TEAM!

39. image source: https://flic.kr/p/bX1Jqk
FOCUS ON YOUR
STRENGTH
S
TO STAND OUT!
YOU DON’T HAVE TO BE GOOD AT
EVERYTHING

40. What Your
Customer
Wants
What Your
Competition
Does Well
What Your
Company
Does Well
X
✔
Win
Lose
Be Careful
Ignore


X
✔

41. Our cards are made with recycled paper and are very creative
OR
When you care enough to send the very best!Winner:
Loser:

42. image source: http://bit.ly/To0SPQ
WATCH OUT FOR THE HOT NEW
THING
ARE YOU MONITORING YOUR
COMPETITION?

43. If you are ignorant of both your enemy and
yourself, then you are a fool and certain to be
defeated in every battle.
If you know yourself, but not your enemy,
for every battle won, you will suffer a loss.
If you know your enemy and yourself, you will
win every battle...
Sun Tzu
The Art of
War
KNOW YOUR ENEMY!
“
”
image source: http://www.davidbrim.com/sun-tzu-lessons-on-strategy/

44. image source: https://flic.kr/p/56q2x2
BOTH DIRECT AND INDIRECT COMPETITORS
1. Offering the same product or service now
2. Offering similar products or services now
3. Could offer the same or similar products or
services in the future
4. Could remove the need for a product or service

45. Content
Website
Search
Social
Newsletters

46. COULD TAKE A
LOT OF TIME SO…
HAVE
GOOGLE DO
THE WORK
FOR YOU!

47. AND USE SOCIAL MONITORING
TOOLS AS WELL!

48. image source: https://flic.kr/p/5wA41m
FISH WHERE THE FISH ARE
AT
ARE YOU
ENGAGING WITH YOUR
AUDIENCE
WHERE THEY ARE?

49. THE WEB IS A HUGE SHINY OBJECT.
CONSTANTLY EVOLVING!

50. OFTEN CAN FEEL OVERWHELMING

51. image source: https://www.facebook.com/business/power-of-advertising
TONS OF
RESEARCH
AVAILABLE

52. image source: http://goo.gl/glSwWZ
WITH STATS TO HELP YOU
MAKE SMART & FOCUSED
DECISIONS!

53. DON’T WRITE YOUR SONGS IN
GOOGLE TANSLATE
image source: http://bit.ly/1ru0taf
HE TRIED TO TRANSLATE HIS LAST
NAME – IN RUSSIAN.”

54. DON’T WRITE YOUR SONGS IN
GOOGLE TANSLATE
image source: http://bit.ly/1ru0taf
HE TRIED TO TRANSLATE HIS LAST
NAME – IN RUSSIAN. IT SAYS “NO
TRANSLATION”

55. TRANSLATION CONSULTING
image source: http://bit.ly/1ru0taf
Finger Licking Good
In China – We’ll eat your fingers off
Turn it lose
Spanish - Suffer from diarrhea
Belgium - Every car has a high quality body
Every car has a high quality corpse

56. IF IT WORKS, TWEAK IT
KEEP PUSHING OUT ALBUMS
ARE YOU MEASURING &
MONITORING RESULTS & THEN
ADJUSTING?
image source: http://bit.ly/1lLrNRG
http://bit.ly/1m5rlrK
http://bit.ly/1m5rlrK

58. DISCOVER HIDDEN WINS

59. CONTENT IS KING, QUEEN
& THE WHOLE CASTLE
image source: http://bit.ly/1miKXxx

60. ANALYZE TRENDS & FIND OPPORTUNITY

61. image source: https://flic.kr/p/7vBoW6
TEST
TEST
TEST MORE

62. Persona for
Purpose for
Keyword Phrase
for
Page that provides
Solution

63. YES, VISUAL CONTENT IS AWESOME!!!
So sweet, holding hands! & Is it really that fun
working?
Avoid super lame stock photography
image source: http://pixabay.com

64. STREAMLINE DATA OVERLOAD. FOCUS ON
ROI!

65. DOMINATE ONLINE LIKE A
ROCK STAR WITH 6 SIMPLE
TIPS• Listen to your customers: Ask your current &
prospective clients questions
• Own a position to stand out: Focus on strengths that
solve your clients needs
• Monitor your competition: Put tools in place to see
what they are up to &how to get ahead
• Fish where the fish are at: Engage with your
audience where they are already at
• Ensure you have proper English translation: Use a
strong language consultant not just a translator
• Measure & monitor results: Leverage your data to
constantly optimize your approach

66. Merci Audencia Abroad
for hosting StringCan

67. Q&A
THANK YOU!