The Watertight Marketing Framework

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A quick rundown of the key concepts from Part Two of 'Watertight Marketing; Delivering long-term sales results' - helping you to align your marketing to the way that real people really buy things.

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The Watertight Marketing Framework

  1. 1. WATERTIGHTMARKETING 31 January 2013Delivering long-term sales results | Bryony Thomas
  2. 2. WATERTIGHTMARKETING 31 January 2013Delivering long-term sales results | Bryony Thomas
  3. 3. WHY? Step off the roller coaster© Bryony Thomas | watertightmarketing.com
  4. 4. £ YO-YO £ WATERTIGHT TIME TIME MARKETING ACTIVITY SALES RESULTS© Bryony Thomas | watertightmarketing.com
  5. 5. WHO? A considered purchase© Bryony Thomas | watertightmarketing.com
  6. 6. LOW RISK HIGH RISK IMPULSE BUY CONSIDERED PURCHASE OR AND© Bryony Thomas | watertightmarketing.com
  7. 7. "OK, I COULD DO WITH A THINGAMABOB” "I THINK AW AR EN ES S AWA REN ESS TLT IN TERES T AWARENESS THEM-LOHEMD" DO T "OOH LOOK, THEY INTERE ST HAVE A GREAT GUIDE TO CHOOSING THE RIGHT THINGAMABOB” ON EVALUATI EVALUATION " THEM-LOT PROVIDE THINGAMABOBS FOR THOSE D” PEEPS... THEY MUST BE GOO TRI AL HINGAM A BOB "THEIR MINI T CT FOR ME TO IS PERFE TRY ONE O UT" TR IA L "YAY, I LO IM GOING TO VE IT, GO FOR A GOLD THIN GAMABOB FROM THE M-L OT" ADOPTIO ADOPT N ION "MY THINGAM WHAT I EXPECT ABOB IS JUST ED, IT’S GREAT.. GOING TO TELL . I’M EVERYONE ABOU THEM-LOT" T L OYA LT Y LOYA LT Y© Bryony Thomas | watertightmarketing.com
  8. 8. © Bryony Thomas | watertightmarketing.com
  9. 9. AWA R E N E S S AWARENESS INTEREST INTERE ST ALUAT ION EV EVALUATION TR IA L TRIAL ADOPT ION ADOPTION L OYA LT Y LOYALTY© Bryony Thomas | watertightmarketing.com
  10. 10. FRAMEWORK Their thinking = Your marketing© Bryony Thomas | watertightmarketing.com
  11. 11. The Logic Sandwich© Bryony Thomas | watertightmarketing.com
  12. 12. THEIR NEEDS EMOTION LOGIC AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY© Bryony Thomas | watertightmarketing.com
  13. 13. KEY POINTS ➡ Start with emotion, go onto logic, then back to emotion. ➡ Negative emotions are best at kicking off a buying journey. ➡ Positive emotions are important for maintaining momentum. ➡ Logic alone will rarely stop someone in their tracks. ➡ Emotional answers to logical questions seem slippery. ➡ Making an emotional connection reduces price sensitivity. ➡ If all things are logically equal, the emotional connection will win the sale. ➡ Making an emotional connection protects your company from criticism.© Bryony Thomas | watertightmarketing.com
  14. 14. Earning the right to time© Bryony Thomas | watertightmarketing.com
  15. 15. THEIR TIME 12 9 3 6 AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY© Bryony Thomas | watertightmarketing.com
  16. 16. KEY POINTS ➡ You need to earn the right to take up a person’s time. ➡ Think of ways to help people rather than sell to them. ➡ Cut your material into chunks of time that increase in duration through the buying decision. ➡ Use your marketing materials to qualify potential buyers. ➡ Only ever sell the ‘next step’. ➡ Respond quickly when someone enquires. ➡ Have enough fresh content to enable people to stay interested for a period of time. ➡ Use interactions with different materials as indicators of future business so that you can be ready for it.© Bryony Thomas | watertightmarketing.com
  17. 17. The extended audience© Bryony Thomas | watertightmarketing.com
  18. 18. THEIR TEAM AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY© Bryony Thomas | watertightmarketing.com
  19. 19. THEIR TEAM AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY© Bryony Thomas | watertightmarketing.com
  20. 20. KEY POINTS ➡ Buyers talk to different people at different stages in their decision. ➡ They cast the net wide, then reduce their focus to key trusted people as the decision draws near. ➡ Different people need to know different things about your business. ➡ Think about the media consumption of the third parties, not just the buyer. ➡ Be particularly alert to people with the power of veto. ➡ Think of ways to equip your buyer to become an internal salesperson. ➡ Consider the legacy all of your interactions.© Bryony Thomas | watertightmarketing.com
  21. 21. THEIR NEEDS THEIR THEIR EMOTION LOGIC TIME TEAM 12 9 3 6 AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY© Bryony Thomas | watertightmarketing.com
  22. 22. ALSO In the book© Bryony Thomas | watertightmarketing.com
  23. 23. Thirteen Touchpoint Leaks© Bryony Thomas | watertightmarketing.com
  24. 24. Affordable Marketing Plan Mindful Measurement© Bryony Thomas | watertightmarketing.com
  25. 25. WORKBOOKS An exercise for every idea© Bryony Thomas | watertightmarketing.com
  26. 26. © Bryony Thomas | watertightmarketing.com
  27. 27. THANK YOU Questions please.. @bryonythomas @watertightmkg facebook/watertightmarketing watertightmarketing.com© Bryony Thomas | watertightmarketing.com

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