This is the overriding message to leave with – shift in mindset, not a complete change but important new principles
The bigger idea of what your company/products/services stand for that will serve as your anchorA new relationship-based approach to marketing rather than microphone/Director, driven by values/storiesClarity around vision as marketing leader of where you’re leading others, what gets clearly reflected by you and your marketing strategies to your customers
These 2 forces have led to the importance of having a bigger idea, of creating values-based relationships and have made it more critical than ever that you be clear on your vision for your company/team/initiatives – won’t spend a lot of time on them but want to be sure we cover key basics driving the 3 principles
2011 Trends piece – “Content Marketing is Critical” – Read through – Now pull marketing v push marketing – inbound/content marketing instead of outbound interruption marketing
Study of 985 B2B companies – this is the type of content they’re using for marketingNote the use of in-person events as a way to represent brand!
Same eMarketer article – this is the type of content creating for social media campaigns and spreading with social media
SHIFT of power from company and marketers controlling messaging about company/brands
To consumers having the power and companies sending out microphones to listen to what is being said. Through social media every consumer/person has a megaphone via blog, tweets, facebook comments, product reviews… and the company should be listening – at the VERY LEAST!
What is the bigger idea that your company and brands EMBRACE fully and BRING TO LIFE for customers? How do you help them be better, live better…? Convey this in your content and the way you interact with them
What do you think Patagonia’s “Bigger Idea” is? Right away via photo and size of photo on site (whole space above fold) they tell you what their bigger idea is – enabling people to experience the wonders of nature, environmental protection… Look at 4 items at top, 3 of 4 talk to bigger idea – Tin Shed is first “plant” – was their founding home – now home to stories of people doing this (branded content)
Branded content – their blog The Cleanest Line - Content is all about bringing bigger idea to life, EVERYTHING ABOUT THE BLOG REFLECTS THEIR BRAND
BLOG POST – brings the larger idea to life! – They have a surf ambassador!
What is Starbucks’s Larger Idea? Coffeehouse/community – Comes through in their content – Coffeehouse is right at top in the middle, along with responsibility
This is the bottom half of the Coffeehouse page = Community section (Help out a cause) and then store design even brings bigger idea to life – they talk about community and responsibility…(Also note wireless – keep them in store – and mobile apps)
When you click on “Store Design” - Words: Connection,Environmental Impact
Marketing, now more than ever before is about relationships. How authentically you as a company care about having a relationship with your customers will be more transparent than ever because of social media. Customers will reach out to you and want a relationship with you – how will you respond? Will you initiate? How you do this will show your cards in regard to the values of your company! BOF – Fire Sessions, love their clients/partners/fans back for the way we love them. Rackspace – I love what I do and love this company!
CEO of P&G’s Tremor Group – word of mouth marketing service – leads the development & application of the science of WOM to meet the needs of marketers – This gets at the overriding message of a shift in mindset – this is a huge shift for marketers in their thinking! Imagine how it can magnify sales…
Brains on Fire book to learn how to do this – Fiskateers as great example
Fiskateers – “Every single day I say the word “fiskateer” to someone, every single day”Gmums – can’t handle all the requests to work for them for free promoting product
Francois Gossieaux – Rackspace CEO “I love what I do” PLEASE let me know if anything you need help with when using our service…
Family & Friends = online social networking, then prod reviews
You must be present, you must be listening, you should be participating and responding!
Start with values – Bill Black story – leader is the most important and critical steward, must “take the lead” in every way.
Zappos – employees fully empowered to respond to customer w/best decision/informed empowerment, choose most appropriate method – send flowers… They are paid to NOT take the job to ensure only the real enthusiasts work there. Show financials on each – provide backup on all 4
Do you have a vision for your business and are you clearly articulating it? Story about how what you communicate must be exact reflection of what is in your head in order for others to understand your vision. Additionally on team, must have same picture or what will be reflected will be very murky. Lack of vision – and then lack of clearly articulating vision is first and major impediment in business
Pet peeve, “Oh that vision, mission stuff their all the same…” Aack!Executive Leadership Training – challenge for most executives – import to understand dif – Here’s one mission (short statement of purpose) that leads to very different visions
One Director takes mission and turns into educational, informative Discovery channel documentary style movie
And another takes the mission and turns it into the best movie of all time… ;)Fictional – LOVE STORY – pulls us in emotionally (marketers!)
Think about the mission of your company – what vision can you create that would be considered Oscar-worthy by your customers and prospective customers?How can you pull your customers in emotional? Because THAT is how they choose to buy – with their emotional brain and justify with their logic brain
Note the words from Patagonia that get at this – we see Patagonia’s mission, mission of The Cleanest Line, and Vision via words “Increase awareness…inspire one another to keep experiencing the natural wonders of our precious planet…”
Strategies must link to the Vision and not the Mission to bring your vision to life
Strategies: Talking openly about the products we build, by spreading the word about specific environmental issues, by sharing field reports, by welcoming pranksters and poets…
The bigger idea of what your company/products/services stand for that will serve as your anchorA new relationship-based approach rather than microphone/Director, driven by values/storiesClarity around vision of where you’re leading others, what gets clearly reflected by you