The heart of the problem is simple. You have a product or service that that brings in revenue. You want to grow revenue. Therefore, you need to sell more products & services. Who buys products & services? People! Now you have two choices—sell more to the people who have already bought, or get new people who haven’t bought to buy. This webinar is all about the latter-getting New People. Now that you have identified the real goal, let’s use the webinar to talk about modern options for attracting new people to your brand. We will discuss how to attract using digital channels and what you need to do to do it effectively—without buying email lists.

1. How to Attract New People to
Your Brand

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Agenda
• Beyond the Big 3
• The New Game Mindset
• Basics in Digital Marketing
• Next Time: Best Practices
(Options for How to Do It)

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Goal: We Need New Revenue

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Current Digital Landscape
Goal: We Need to Grow

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Typical Association Tech Stack
AMS
(CRM)
CMS ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy

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Usage
AMS
(CRM)
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
User Journey
People
Data

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Email Drives Users
AMS
(CRM)
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
User Journey
People Data

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Closed Ecosystem
AMS
(CRM)
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
User Journey
People
Data

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Free Social
AMS
(CRM)
CMS
(Webite)
ESP
(Email
Service
Provider)
EMS
(Event) PR &
Advocacy
People
Data

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Goal: We Need New Revenue

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The Job Has Changed & We Have the
Wrong Tools for the Job
Then: Retention
Now: Acquisition

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Laws, People & Culture Have Changed

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Goal: We Need New Revenue
New Mindset of Growth

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“Today you are not behind
your competition. You are
not behind the technology.
You are behind your
consumer.”
Rishad Tobaccowala
Chief Strategy & Innovation Officer
VivaKi
New Mindset of Growth

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Do Buyers Behave Like Dogs?

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Buyers Behave More Like Cats

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Play the Cat Game
ATTENTION

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Play the Cat Game
ATTENTION
REAL VALUE
(*cat’s perception)

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Continue from Cat Viewpoint
Premise:
YOU CAN’T MAKE THE
CAT DO ANYTHING…
Be there when & if
the cat comes to you

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BASICS IN DIGITAL MARKETING
In simple terms

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The New Game

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The New Game

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Becomes Known: Conversion

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Keep Increasing Knowledge

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Keep Increasing Value

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Move to Retention

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Next Session:
Best Practices in Attracting New People