Jim Dayton's KCDMA presentation

1. “WE DON’T HAVE THE RESOURCES FOR THAT”
Overcoming Strategic Marketing Roadblocks
By Jim Dayton
05.12.2020

2. • Director of Strategic Planning at
Walz Tetrick Advertising*
– Led emerging media efforts in pharma
– VP of Marketing in non-profit sector
– Consultant
– Marketing & sales in
telecommunications
– Author & musician
HELLO, MY NAME IS… JIM
*All information presented is my own and not necessarily the views or opinions of my employer

3. HOW DO BRANDS WIN?

4. They become more relevant to consumers
than their competitors.

5. THE TRUST ENGINE
TECHNICAL
EMOTIONAL
DATA
MARKETING MIX
(CONTENT
+ CONTEXT)
RELEVANCETRUST

6. X = RELEVANCE

7. “It sells itself”
(No, it doesn’t)

8. A GREAT PRODUCT = RELEVANCE
(I wish)

9. BUILD CUSTOMER RELATIONSHIPS…
CUSTOMER
FAMILY
FRIENDS
“EXPERTS”
RELIABLE STRANGERS
WEB
BRANDS
MOBILEBROADCAST
PRINT
POINT
OF
SALE
BRO-
CHURE
MAGAZINE
NEWS-
PAPERS
DIRECT
MAIL
TV
RADIO SMS/MMS
MOBILE
WEB
APPS/LBS
SEARCH
SITES
SOCIAL
MEDIA
PAID
MEDIA
EMAIL

10. VIA PREFERRED CHANNELS…

11. AND PROVIDE VALUE
 Go beyond usage and
sales data
 Identify behavior that
is replicated across
customer groups
 Define the customer
journey
 Create opportunities
for customers to be
advocates
TRANSACTIONS
 Provide a good product
 Provide good service
 Be a resource
 Be relevant
SERVICES
 Meet customer needs
 Fit the customer’s
lifestyle
 Be willing to listen and
act accordingly
 Provide value beyond
the product
 Make the customer’s
concerns your
concerns
CONSUMER-
CENTRIC
 Use technology as
intended
 Create the optimal
marketing mix
 Develop seamless
content
 Provide value across
all channels
MULTI-CHANNEL

12. A GREAT PRODUCT + SOLID CUSTOMER
RELATIONSHIPS = RELEVANCE
(getting warmer)

13. CREATE A HUMAN BRAND
• Passionate believers
• Do good
• Go the extra mile
• Be honest
• Make mistakes
• Learn, grow, celebrate
• BE YOURSELF

14. A GREAT PRODUCT + SOLID CUSTOMER
RELATIONSHIPS + HUMAN IDENTITY
= RELEVANCE
(maybe, one more thing)

15. MEASURE ACROSS THE CONTINUUM
AWARENESS ACQUISITION AFFINITYCONVERSION RETENTION
TV / RADIO / OOH / PRINT
PAID SEARCH / PPC / DIGITAL DISPLAY
MOBILE / SOCIAL / EMAIL / DIRECT
WEBSITE / LIVE CUSTOMER SERVICE / CHATBOTS
TACTICSKPIs
• Conversation
• Share of Voice
• Database Growth • Sales Lift • Customer Satisfaction • Lifetime Value
ROI
Market Research
• Feedback
• Sentiment
Market Research
• Branding
• Messaging
Revenue
• Sales
Increased Revenue
• Customer Loyalty
• Referral Sales
Increased Revenue
• Lifetime Value
• Customer Profiling

16. STAY AHEAD OF THE TRENDS
• Humanization and The New
Model
• Multi-Channel Marketing
• Voice Search
• AI and Machine Learning
• Content and Video Marketing
• Programmatic & Native
• Marketing Automation

17. A GREAT PRODUCT + SOLID CUSTOMER
RELATIONSHIPS + HUMAN IDENTITY +
BUSINESS INTELLIGENCE
= RELEVANCE

18. Would your high
school math
teacher like that
equation?
(No, he wouldn’t)

19. A SMART MARKETING STRATEGY
= RELEVANCE
(easier said than done)

20. WHAT HAPPENS DURING THE ROLLOUT OF
A SMART MARKETING STRATEGY?

21. 3 MAJOR ROADBLOCKS
1. Resources
2. Silos
3. History WARNING: To overcome these roadblocks you
will have to be inventive, patient and do
some work outside your normal
responsibilities.

22. “WE DON’T HAVE THE RESOURCES”
TIME PEOPLE BUDGET
HARDWARE
SOFTWARE
PROCESSES

23. RESOURCES ROADBLOCK
• You’re going to have the “Resources”
conversation when:
– Customer segmentation is wrong
– Customers are engaging in channels the company
doesn’t utilize
– Customers are not engaging in the channels the
company does utilize
– Company wants to “up their game”

24. HOW CAN YOU OVERCOME THE
RESOURCES ROADBLOCK?

25. PROOF OF CONCEPT
LET’S EXPERIMENT BABY STEPS CROWDSOURCING

27. SILOS ROADBLOCK
• When customer knowledge is “owned” by
Marketing
– Collaboration across teams breaks down
– Marketing misses out on profitable engagements
– The marketing strategy gets stale faster
– Other teams go rogue

28. HOW CAN YOU OVERCOME THE
SILOS ROADBLOCK?

29. BE THE TIE THAT BINDS
• David Thompson
– Senior Applications Scientist at
Chemical Computing Group
– While working at Boehringer
Ingelheim he created an app to
randomize your lunch partner
– Increased cross department
collaboration

31. HISTORY ROADBLOCK
• You can’t teach an old dog…
– You can’t discard the past, but you need to evolve
– There will be resistance
– Organizational mindset change takes more time
– Growth happens outside the comfort zone

32. HOW CAN YOU OVERCOME THE
HISTORY ROADBLOCK?

33. IDENTIFY THE YOUNG DOGS…

34. AND EVOLVE

35. TRY NEW TOOLS

36. TRY A DIFFERENT PROCESS

37. MEASURE YOUR
RESULTS

38. THE SECRET FORMULA… “IT DEPENDS”
• Primary Considerations
– Audience
– Business Goals
– Product
– Services
– Market
– Budget
– Tech Requirements
• Secondary Considerations
– Team Dynamics
– Legal or Regulatory Demands
– Risk Tolerance

39. LET’S DISCUSS

40. THANK YOU!
Jim Dayton
Director of Strategic Planning
Walz Tetrick Advertising
jdayton@wtads.com
jim@jimdayton.com