1. Making A MATE Marketing In The 21 st Century Curtis Brown Brandinthebox.com

5. Message The Power of Message

6. What is message? What is mission? What is vision? Eliminate The Vision Statement

11. What Messages Are Not Statement of what you do Long Values

12. Benefits Attributes Advantages Benefits Motives

13. Don’t Forget Who Is In Control 60 million on do-not-call registry 54 million homes with spam blockers 20% of homes have advertising blockers PVR households skip 83% of commercials Direct mail to the garbage for 45 and under 12 million homes have VOD capability

14. Activate

16. Passion Point People How Do You Find P3’s? SEM Web Site Visitors Spread of Your Email Come To Events Volunteers Clients/Users/Donors

17. How Do You Activate P3’s CTA’s Words & Phrases Stories Images

18. CTA’s Polls Surveys Purchase/Donate Petition Read/View This.. Pass On…

19. Questions For Effective CTA’s Does it connect with recipient? Is the CTA the start of finish? Does the person get a benefit from the CTA? Is there time to complete CTA? Is there a sense of immediacy? Will the CTA make a difference in their eye’s?

20. Key Words and Phrases Connect to emotions Catch their attention Send Signals Connect us to others Exclude others

21. Key Words Must: Be Clear Invoke feelings and emotions Use other words to leverage impact Don’t use catch phrases that everyone else is using Simple Can be a teaser

22. Internet Marketing Contextual Marketing Behavioral Marketing Demographic Marketing Viral Marketing

24. Viral Marketing Email capture plan Use viral tools Disseminate information Valuable and Relevant Make appealing Recruit Marketing Evangelists Stay focused Develop Marketing Evangelists Make them co-conspirators and part of movement Bring in new blood

46. Short Messaging Service (sms) Executives Youth Heavy Cell Phone Users Tech Savvy Sales/Field Workers