The Evolution Revolution:
An Introduction to Iterative
Marketing
hi.
INTRODUCTION




@WTEngage      #wte10
hi.
INTRODUCTION




justin spohn
JOB: Co-Founder, Fight
ROLE: Brand Strategist
LOCATION: Portland
TWITTER: @adognamedpant...
hi.
INTRODUCTION




iterative marketing




@WTEngage      #wte10
hi.
INTRODUCTION




“If a lion could talk,
we could not understand him”
                        -LUDWIG WITTGENSTEIN




...
hi.
INTRODUCTION




iterative marketing
traditional marketing
digital
challenges
iterative marketing
iterative process


...
hi.
INTRODUCTION




iterative marketing
traditional marketing
digital
challenges
iterative marketing
iterative process


...
hi.
INTRODUCTION




iterative marketing
traditional marketing
digital
challenges
iterative marketing
iterative process


...
traditional marketing




@WTEngage   #wte10
traditional marketing
OVERVIEW




methodology




@WTEngage   #wte10
traditional marketing
OVERVIEW




methodology
not a technology



@WTEngage   #wte10
traditional marketing
OVERVIEW




methodology
not a technology



@WTEngage   #wte10
traditional marketing
OVERVIEW




methodology
not a technology



@WTEngage   #wte10
traditional marketing
OVERVIEW




methodology
not a technology



@WTEngage   #wte10
traditional marketing
OVERVIEW




methodology
not a technology



@WTEngage   #wte10
traditional marketing
OVERVIEW




methodology
not a technology



@WTEngage   #wte10
traditional marketing
OVERVIEW




but it is a methodology
based on available
technology


@WTEngage   #wte10
traditional marketing
OVERVIEW




the medium is broadcast, and
therefore about the message



@WTEngage   #wte10
traditional marketing
OVERVIEW




medium is static




@WTEngage   #wte10
traditional marketing
OVERVIEW




with the right
placement, you can
reach the right audience


@WTEngage   #wte10
traditional marketing
OVERVIEW




access to the medium is typically
expensive, complex and controlled



@WTEngage   #wte...
traditional marketing
OVERVIEW




creating the message is
typically expensive



@WTEngage   #wte10
traditional marketing
OVERVIEW




getting feedback
is cumbersome



@WTEngage   #wte10
traditional marketing
OVERVIEW




making changes post
launch is expensive and
time consuming


@WTEngage   #wte10
traditional marketing
OVERVIEW




all this has an effect on the
people who have done
most of the marketing


@WTEngage   ...
traditional marketing
CULTURE




@WTEngage   #wte10
traditional marketing
CULTURE




the medium is broadcast, and
therefore about the message



@WTEngage   #wte10
traditional marketing
CULTURE




the medium is broadcast, and
therefore about the message

message focused

@WTEngage   #...
traditional marketing
CULTURE




the medium is broadcast, and
therefore about the message

BIG IDEA
@WTEngage   #wte10
traditional marketing
CULTURE




creating the message is
typically expensive



@WTEngage   #wte10
traditional marketing
CULTURE




access to the medium is typically
expensive, complex and controlled



@WTEngage   #wte10
traditional marketing
CULTURE




access to the medium is typically
expensive, complex and controlled

competing with othe...
traditional marketing
CULTURE




access to the medium is typically
expensive, complex and controlled

heavy investment in...
traditional marketing
CULTURE




BRIEF




@WTEngage   #wte10
traditional marketing
CULTURE




BRIEF     IDEATION




@WTEngage       #wte10
traditional marketing
CULTURE




BRIEF     IDEATION       EXECUTIONAL




@WTEngage       #wte10
traditional marketing
CULTURE




BRIEF     IDEATION       EXECUTIONAL   EVAL.




@WTEngage       #wte10
traditional marketing
CULTURE




                     CAMPAIGN




@WTEngage   #wte10
traditional marketing
CULTURE




          SPRING/SUMMER   FALL/HOLIDAY




@WTEngage      #wte10
traditional marketing
CULTURE




          SPRING/SUMMER                 FALL/HOLIDAY




     DROP                 DROP ...
traditional marketing
CULTURE




            SPRING/SUMMER                             FALL/HOLIDAY




      DROP       ...
digital




@WTEngage   #wte10
digital


technology




@WTEngage   #wte10
digital


technology
and the culture
its created


@WTEngage   #wte10
digital


the medium is
experience focused



@WTEngage   #wte10
digital


value is the critical factor




@WTEngage   #wte10
digital


access can be easy
and low cost



@WTEngage   #wte10
digital


competition is everywhere
and is not limited to brands



@WTEngage   #wte10
digital


in constant flux,
technologically
and culturally


@WTEngage   #wte10
digital


data is readily available, but
finding meaning can be hard



@WTEngage   #wte10
challenge




@WTEngage   #wte10
challenge
TRADITIONAL VS. DIGITAL




message vs. experiential




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




expensive vs. cheap




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




controlled vs. accessible




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




static vs. dynamic




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




hard to get insights
vs. flood of data



@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




timeframes




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




campaign




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




immediate feedback on
long-term projects



@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL



    3 MONTHS
 }
     DROP               DROP   DROP   DROP




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL



    3 MONTHS        3 MONTHS




 }
 }
     DROP               DROP   DROP   DROP



...
challenge
TRADITIONAL VS. DIGITAL



    3 MONTHS        3 MONTHS   3 MONTHS




 }
 }
 }
     DROP               DROP    ...
challenge
TRADITIONAL VS. DIGITAL



    3 MONTHS        3 MONTHS   3 MONTHS   3 MONTHS




 }
 }
 }
 }
     DROP         ...
challenge
TRADITIONAL VS. DIGITAL



    3 MONTHS        3 MONTHS   3 MONTHS   3 MONTHS




 }
 }
 }
 }
     DROP         ...
challenge
TRADITIONAL VS. DIGITAL




message vs. experiential




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




message vs. experiential
TWITTER




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




message vs. experiential
TWITTER
FOURSQUARE




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




message vs. experiential
TWITTER
FOURSQUARE
FLICKR




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




message vs. experiential
TWITTER
FOURSQUARE
FLICKR

FU PENGUIN




@WTEngage      #w...
challenge
TRADITIONAL VS. DIGITAL




message vs. experiential
TWITTER
FOURSQUARE
FLICKR

FU PENGUIN
FFFOUND




@WTEngage...
challenge
TRADITIONAL VS. DIGITAL




saying vs. being




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL




leveraging vs. existing in




@WTEngage      #wte10
challenge
TRADITIONAL VS. DIGITAL



    3 MONTHS        3 MONTHS   3 MONTHS   3 MONTHS




 }
 }
 }
 }
     DROP         ...
challenge
TRADITIONAL VS. DIGITAL



    3 MONTHS        3 MONTHS   3 MONTHS   3 MONTHS




 }
 }
 }
 }
     DROP         ...
challenge
TRADITIONAL VS. DIGITAL



    3 MONTHS        3 MONTHS   3 MONTHS   3 MONTHS




 }
 }
 }
 }
     DROP         ...
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




BIG IDEA




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




@WTEngage      #wte10
challenge
TRADITIONAL VS. BUSINESS




Half the money I spend on
advertising is wasted; the trouble is
I don't know which ...
challenge


                     marketing




@WTEngage   #wte10
challenge


                     marketing




@WTEngage   #wte10
challenge


                     marketing




@WTEngage   #wte10
challenge



                     :-(




@WTEngage   #wte10
iterative marketing




@WTEngage   #wte10
iterative marketing




@WTEngage   #wte10
iterative marketing




@WTEngage   #wte10
iterative marketing


big idea




@WTEngage   #wte10
iterative marketing


right idea




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




brandon schauer
adaptivepath.com




@WTEngage    #wte10
iterative marketing
CONCEPT




creative brief
GOAL: The Best Wedding Cake. Ever.

       We’re having a wedding.
       P...
iterative marketing
CONCEPT




BIG IDEA




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




pitch
Concept: The Best Wedding Cake.

         People love yellow cake with vanilla
     ...
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




right idea




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




@WTEngage   #wte10
iterative marketing
CONCEPT




right idea




@WTEngage   #wte10
iterative marketing
CONCEPT




right idea, efficiently




@WTEngage   #wte10
iterative marketing


optimize the middle




@WTEngage   #wte10
iterative marketing


traditional process




@WTEngage   #wte10
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




BRIEF   IDEATION                EXECUTIONAL




@WTEngage     #wte10
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




@WTEngage     #wte10
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing
PROJECT TIMELINE: TRADITIONAL




SUCCESS
                                TIME
EFFORT




@WTEngage   ...
iterative marketing


optimizing the middle




@WTEngage   #wte10
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




@WTEngage      #wte10
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing
PROJECT TIMELINE: ITERATIVE




SUCCESS
                              TIME
EFFORT




@WTEngage      #...
iterative marketing




@WTEngage   #wte10
iterative marketing
                       launching




                 analyzing and adjusting

@WTEngage   #wte10
iterative process




@WTEngage   #wte10
iterative process




BRIEF   IDEATION       EXECUTIONAL   EVAL.




@WTEngage     #wte10
iterative process




@WTEngage   #wte10
iterative process
    PROBLEM
   DEFINITION
    DISCOVERY

    STRATEGY
  }
                             EXECUTIONAL




 ...
iterative process
    PROBLEM
   DEFINITION
    DISCOVERY

    STRATEGY
  }
                             EXECUTIONAL




 ...
iterative process
PROBLEM DEFINITION




what is your client trying
to achieve?



@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




“WE NEED TO BE ON TWITTER!”




@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




“FACEBOOK!”




@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




“SYNERGISTIC SOCIAL
MEDIA SOLUTIONS!!!”



@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




what is their definition
of success?



@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




how does this family up to
overall business goals?



@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




there will probably be
multiple steps between
project goals and
business goals

@...
iterative process
PROBLEM DEFINITION




direct response
vs.
brand building


@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




project               business




@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




project               business




@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




“engagement”
“conversation”



 @WTEngage   #wte10
iterative process
PROBLEM DEFINITION




“engagement”          business




@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




example




@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




“trusted energy advisor”




 @WTEngage   #wte10
iterative process
PROBLEM DEFINITION




“reduce energy use”




@WTEngage    #wte10
iterative process
PROBLEM DEFINITION




                  project goal
            “trusted energy advisor”


           ...
iterative process
    PROBLEM
   DEFINITION
    DISCOVERY

    STRATEGY
  }
                             EXECUTIONAL




 ...
iterative process
DISCOVERY




BIG IDEA




@WTEngage   #wte10
iterative process
DISCOVERY




BIG IDEA




@WTEngage   #wte10
iterative process
DISCOVERY




BIG IDEA




@WTEngage   #wte10
iterative process
DISCOVERY




BIG IDEA




@WTEngage   #wte10
iterative process
DISCOVERY




BIG IDEA




@WTEngage   #wte10
iterative process
DISCOVERY




BIG IDEA




@WTEngage   #wte10
iterative process
DISCOVERY




BIG IDEA             BIG IDEA




@WTEngage   #wte10
iterative process
DISCOVERY




SUCCESS
                     TIME
EFFORT




@WTEngage   #wte10
iterative process
DISCOVERY




SUCCESS
                     TIME
EFFORT




@WTEngage   #wte10
iterative process
    PROBLEM
   DEFINITION
    DISCOVERY

    STRATEGY
  }
                             EXECUTIONAL




 ...
iterative process
STRATEGY




strategy?




@WTEngage   #wte10
iterative process
STRATEGY




strategy?




@WTEngage   #wte10
iterative process
STRATEGY




strategy ≠ tactics




@WTEngage   #wte10
iterative process
STRATEGY




tactics = things you do




@WTEngage   #wte10
iterative process
STRATEGY




strategy = ideas you implement




@WTEngage   #wte10
iterative process
STRATEGY




strategy = “technologically open”




@WTEngage   #wte10
iterative process
STRATEGY




strategy = “technologically open”
           “community-centered”



@WTEngage   #wte10
iterative process
STRATEGY




strategy = “technologically open”
           “community-centered”
           “simple and in...
iterative process
STRATEGY




tactics = “HTML”




@WTEngage   #wte10
iterative process
STRATEGY




tactics = “HTML”
          “Twitter”



@WTEngage   #wte10
iterative process
STRATEGY




tactics = “HTML”
          “Twitter”
          “yellow and green”

@WTEngage   #wte10
iterative process
STRATEGY




strategy = goals + research + insights




@WTEngage   #wte10
iterative process
STRATEGY




strategy = constitution of the project




@WTEngage   #wte10
iterative process
    PROBLEM
   DEFINITION
    DISCOVERY

    STRATEGY
  }
                             EXECUTIONAL




 ...
iterative process
ROADMAP




roadmap = tactics




@WTEngage   #wte10
iterative process
ROADMAP




@WTEngage   #wte10
iterative process
ROADMAP




                     NOW



@WTEngage   #wte10
iterative process
ROADMAP

                     BIG IDEA




                      NOW



@WTEngage   #wte10
iterative process
ROADMAP

                     BIG IDEA




                      NOW



@WTEngage   #wte10
iterative process
ROADMAP

                     BIG IDEA




                      NOW



@WTEngage   #wte10
iterative process
ROADMAP

                     BIG IDEA




                      NOW



@WTEngage   #wte10
iterative process
ROADMAP




creative brief
GOAL: The Best Wedding Cake. Ever.

       We’re having a wedding.
       Peo...
iterative process
ROADMAP




Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with ...
iterative process
ROADMAP




Iteration 2: Yellow Cake
Birthday Cake with Vanilla Frosting




@WTEngage   #wte10
iterative process
ROADMAP




Iteration 3: Wedding Cake




@WTEngage   #wte10
iterative process
ROADMAP

                     BIG IDEA




                      NOW



@WTEngage   #wte10
iterative process
ROADMAP

                     BIG IDEA




                      NOW



@WTEngage   #wte10
iterative process
    PROBLEM
   DEFINITION
    DISCOVERY

    STRATEGY
  }
                             EXECUTIONAL




 ...
iterative process
EXECUTION




making the thing




@WTEngage   #wte10
iterative process
    PROBLEM
   DEFINITION
    DISCOVERY

    STRATEGY
  }
                             EXECUTIONAL




 ...
iterative process
ANALYSIS




progress towards goals




@WTEngage   #wte10
iterative process
ANALYSIS




progress towards goals
validation of hypotheses



@WTEngage   #wte10
iterative process
ANALYSIS




progress towards goals



SUCCESS
                         TIME
EFFORT




@WTEngage   #wte...
iterative process
ANALYSIS




validation of hypotheses




@WTEngage   #wte10
iterative process
ANALYSIS




Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with...
iterative process
ANALYSIS




Iteration 1: Yellow Cake Cupcake
with Vanilla Frosting
Hypotheses: Yellow Cake Cupcake with...
iterative process
ANALYSIS




@WTEngage   #wte10
iterative process
ANALYSIS




@WTEngage   #wte10
iterative process
ANALYSIS




@WTEngage   #wte10
iterative process
ANALYSIS




       YUMMY?




                YELLOW    YELLOW   CHOC.    RED    PIE
                VA...
iterative process
ANALYSIS




       YUMMY?




                YELLOW    YELLOW    CHOC.     RED       PIE
             ...
iterative process
    PROBLEM
   DEFINITION
    DISCOVERY

    STRATEGY
  }
                             EXECUTIONAL




 ...
iterative process
ADJUSTMENT




@WTEngage    #wte10
iterative process
ADJUSTMENT




@WTEngage    #wte10
iterative process
ADJUSTMENT




@WTEngage    #wte10
iterative process
GETTING STARTED




@WTEngage    #wte10
iterative process
GETTING STARTED




have the right team
DESIGNERS
STRATEGISTS




@WTEngage     #wte10
iterative process
GETTING STARTED




have the right team
DESIGNERS
STRATEGISTS
ANALYSTS
DEVELOPERS




@WTEngage     #wte...
iterative process
GETTING STARTED




have the right team
DESIGNERS
STRATEGISTS
ANALYSTS
DEVELOPERS
CLIENT




@WTEngage  ...
iterative process
GETTING STARTED




have the right team
DESIGNERS
STRATEGISTS
ANALYSTS
DEVELOPERS
CLIENT
BIZ




@WTEnga...
iterative process
GETTING STARTED




marketing strategy




@WTEngage    #wte10
iterative process
GETTING STARTED




how you position your brand
in the market place



@WTEngage    #wte10
iterative process
                     MARKETING




@WTEngage   #wte10
iterative process
                          MARKETING




            ADVERTISING      PR       RETAIL




@WTEngage   #wt...
iterative process
                          MARKETING




            ADVERTISING      PR       RETAIL




   TV         P...
iterative process
                          MARKETING




            ADVERTISING      PR       RETAIL




@WTEngage   #wt...
iterative process
                          MARKETING




            ADVERTISING      PR       RETAIL




@WTEngage   #wt...
iterative process


it a choice you need
to make early



@WTEngage   #wte10
iterative process


you need to get
everyone on board



@WTEngage   #wte10
iterative process


you can do this




@WTEngage   #wte10
iterative process


you should do this




@WTEngage   #wte10
questions?




@WTEngage   #wte10
thanks!
MADEBYFIGHT.COM




@WTEngage    #wte10
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Iterative Marketing

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The presentation deck from my session at Engage 2010

Published in: Business

Iterative Marketing

  1. 1. The Evolution Revolution: An Introduction to Iterative Marketing
  2. 2. hi. INTRODUCTION @WTEngage #wte10
  3. 3. hi. INTRODUCTION justin spohn JOB: Co-Founder, Fight ROLE: Brand Strategist LOCATION: Portland TWITTER: @adognamedpants @WTEngage #wte10
  4. 4. hi. INTRODUCTION iterative marketing @WTEngage #wte10
  5. 5. hi. INTRODUCTION “If a lion could talk, we could not understand him” -LUDWIG WITTGENSTEIN @WTEngage #wte10
  6. 6. hi. INTRODUCTION iterative marketing traditional marketing digital challenges iterative marketing iterative process @WTEngage #wte10
  7. 7. hi. INTRODUCTION iterative marketing traditional marketing digital challenges iterative marketing iterative process @WTEngage #wte10
  8. 8. hi. INTRODUCTION iterative marketing traditional marketing digital challenges iterative marketing iterative process @WTEngage #wte10
  9. 9. traditional marketing @WTEngage #wte10
  10. 10. traditional marketing OVERVIEW methodology @WTEngage #wte10
  11. 11. traditional marketing OVERVIEW methodology not a technology @WTEngage #wte10
  12. 12. traditional marketing OVERVIEW methodology not a technology @WTEngage #wte10
  13. 13. traditional marketing OVERVIEW methodology not a technology @WTEngage #wte10
  14. 14. traditional marketing OVERVIEW methodology not a technology @WTEngage #wte10
  15. 15. traditional marketing OVERVIEW methodology not a technology @WTEngage #wte10
  16. 16. traditional marketing OVERVIEW methodology not a technology @WTEngage #wte10
  17. 17. traditional marketing OVERVIEW but it is a methodology based on available technology @WTEngage #wte10
  18. 18. traditional marketing OVERVIEW the medium is broadcast, and therefore about the message @WTEngage #wte10
  19. 19. traditional marketing OVERVIEW medium is static @WTEngage #wte10
  20. 20. traditional marketing OVERVIEW with the right placement, you can reach the right audience @WTEngage #wte10
  21. 21. traditional marketing OVERVIEW access to the medium is typically expensive, complex and controlled @WTEngage #wte10
  22. 22. traditional marketing OVERVIEW creating the message is typically expensive @WTEngage #wte10
  23. 23. traditional marketing OVERVIEW getting feedback is cumbersome @WTEngage #wte10
  24. 24. traditional marketing OVERVIEW making changes post launch is expensive and time consuming @WTEngage #wte10
  25. 25. traditional marketing OVERVIEW all this has an effect on the people who have done most of the marketing @WTEngage #wte10
  26. 26. traditional marketing CULTURE @WTEngage #wte10
  27. 27. traditional marketing CULTURE the medium is broadcast, and therefore about the message @WTEngage #wte10
  28. 28. traditional marketing CULTURE the medium is broadcast, and therefore about the message message focused @WTEngage #wte10
  29. 29. traditional marketing CULTURE the medium is broadcast, and therefore about the message BIG IDEA @WTEngage #wte10
  30. 30. traditional marketing CULTURE creating the message is typically expensive @WTEngage #wte10
  31. 31. traditional marketing CULTURE access to the medium is typically expensive, complex and controlled @WTEngage #wte10
  32. 32. traditional marketing CULTURE access to the medium is typically expensive, complex and controlled competing with other agencies and brands @WTEngage #wte10
  33. 33. traditional marketing CULTURE access to the medium is typically expensive, complex and controlled heavy investment in standardized approach @WTEngage #wte10
  34. 34. traditional marketing CULTURE BRIEF @WTEngage #wte10
  35. 35. traditional marketing CULTURE BRIEF IDEATION @WTEngage #wte10
  36. 36. traditional marketing CULTURE BRIEF IDEATION EXECUTIONAL @WTEngage #wte10
  37. 37. traditional marketing CULTURE BRIEF IDEATION EXECUTIONAL EVAL. @WTEngage #wte10
  38. 38. traditional marketing CULTURE CAMPAIGN @WTEngage #wte10
  39. 39. traditional marketing CULTURE SPRING/SUMMER FALL/HOLIDAY @WTEngage #wte10
  40. 40. traditional marketing CULTURE SPRING/SUMMER FALL/HOLIDAY DROP DROP DROP DROP @WTEngage #wte10
  41. 41. traditional marketing CULTURE SPRING/SUMMER FALL/HOLIDAY DROP DROP DROP DROP JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC @WTEngage #wte10
  42. 42. digital @WTEngage #wte10
  43. 43. digital technology @WTEngage #wte10
  44. 44. digital technology and the culture its created @WTEngage #wte10
  45. 45. digital the medium is experience focused @WTEngage #wte10
  46. 46. digital value is the critical factor @WTEngage #wte10
  47. 47. digital access can be easy and low cost @WTEngage #wte10
  48. 48. digital competition is everywhere and is not limited to brands @WTEngage #wte10
  49. 49. digital in constant flux, technologically and culturally @WTEngage #wte10
  50. 50. digital data is readily available, but finding meaning can be hard @WTEngage #wte10
  51. 51. challenge @WTEngage #wte10
  52. 52. challenge TRADITIONAL VS. DIGITAL message vs. experiential @WTEngage #wte10
  53. 53. challenge TRADITIONAL VS. DIGITAL expensive vs. cheap @WTEngage #wte10
  54. 54. challenge TRADITIONAL VS. DIGITAL controlled vs. accessible @WTEngage #wte10
  55. 55. challenge TRADITIONAL VS. DIGITAL static vs. dynamic @WTEngage #wte10
  56. 56. challenge TRADITIONAL VS. DIGITAL hard to get insights vs. flood of data @WTEngage #wte10
  57. 57. challenge TRADITIONAL VS. DIGITAL timeframes @WTEngage #wte10
  58. 58. challenge TRADITIONAL VS. DIGITAL campaign @WTEngage #wte10
  59. 59. challenge TRADITIONAL VS. DIGITAL immediate feedback on long-term projects @WTEngage #wte10
  60. 60. challenge TRADITIONAL VS. DIGITAL 3 MONTHS } DROP DROP DROP DROP @WTEngage #wte10
  61. 61. challenge TRADITIONAL VS. DIGITAL 3 MONTHS 3 MONTHS } } DROP DROP DROP DROP @WTEngage #wte10
  62. 62. challenge TRADITIONAL VS. DIGITAL 3 MONTHS 3 MONTHS 3 MONTHS } } } DROP DROP DROP DROP @WTEngage #wte10
  63. 63. challenge TRADITIONAL VS. DIGITAL 3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS } } } } DROP DROP DROP DROP @WTEngage #wte10
  64. 64. challenge TRADITIONAL VS. DIGITAL 3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS } } } } DROP DROP DROP DROP @WTEngage #wte10
  65. 65. challenge TRADITIONAL VS. DIGITAL message vs. experiential @WTEngage #wte10
  66. 66. challenge TRADITIONAL VS. DIGITAL message vs. experiential TWITTER @WTEngage #wte10
  67. 67. challenge TRADITIONAL VS. DIGITAL message vs. experiential TWITTER FOURSQUARE @WTEngage #wte10
  68. 68. challenge TRADITIONAL VS. DIGITAL message vs. experiential TWITTER FOURSQUARE FLICKR @WTEngage #wte10
  69. 69. challenge TRADITIONAL VS. DIGITAL message vs. experiential TWITTER FOURSQUARE FLICKR FU PENGUIN @WTEngage #wte10
  70. 70. challenge TRADITIONAL VS. DIGITAL message vs. experiential TWITTER FOURSQUARE FLICKR FU PENGUIN FFFOUND @WTEngage #wte10
  71. 71. challenge TRADITIONAL VS. DIGITAL saying vs. being @WTEngage #wte10
  72. 72. challenge TRADITIONAL VS. DIGITAL leveraging vs. existing in @WTEngage #wte10
  73. 73. challenge TRADITIONAL VS. DIGITAL 3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS } } } } DROP DROP DROP DROP @WTEngage #wte10
  74. 74. challenge TRADITIONAL VS. DIGITAL 3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS } } } } DROP DROP DROP DROP @WTEngage #wte10
  75. 75. challenge TRADITIONAL VS. DIGITAL 3 MONTHS 3 MONTHS 3 MONTHS 3 MONTHS } } } } DROP DROP DROP DROP @WTEngage #wte10
  76. 76. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  77. 77. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  78. 78. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  79. 79. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  80. 80. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  81. 81. challenge TRADITIONAL VS. BUSINESS BIG IDEA @WTEngage #wte10
  82. 82. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  83. 83. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  84. 84. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  85. 85. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  86. 86. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  87. 87. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  88. 88. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  89. 89. challenge TRADITIONAL VS. BUSINESS @WTEngage #wte10
  90. 90. challenge TRADITIONAL VS. BUSINESS Half the money I spend on advertising is wasted; the trouble is I don't know which half." - JOHN WANAMAKER @WTEngage #wte10
  91. 91. challenge marketing @WTEngage #wte10
  92. 92. challenge marketing @WTEngage #wte10
  93. 93. challenge marketing @WTEngage #wte10
  94. 94. challenge :-( @WTEngage #wte10
  95. 95. iterative marketing @WTEngage #wte10
  96. 96. iterative marketing @WTEngage #wte10
  97. 97. iterative marketing @WTEngage #wte10
  98. 98. iterative marketing big idea @WTEngage #wte10
  99. 99. iterative marketing right idea @WTEngage #wte10
  100. 100. iterative marketing CONCEPT @WTEngage #wte10
  101. 101. iterative marketing CONCEPT brandon schauer adaptivepath.com @WTEngage #wte10
  102. 102. iterative marketing CONCEPT creative brief GOAL: The Best Wedding Cake. Ever. We’re having a wedding. People love cake. We need cake everyone will be impressed with and love eating. @WTEngage #wte10
  103. 103. iterative marketing CONCEPT BIG IDEA @WTEngage #wte10
  104. 104. iterative marketing CONCEPT @WTEngage #wte10
  105. 105. iterative marketing CONCEPT pitch Concept: The Best Wedding Cake. People love yellow cake with vanilla frosting. It has to be multi-tiered. It has to be fancy. @WTEngage #wte10
  106. 106. iterative marketing CONCEPT @WTEngage #wte10
  107. 107. iterative marketing CONCEPT @WTEngage #wte10
  108. 108. iterative marketing CONCEPT @WTEngage #wte10
  109. 109. iterative marketing CONCEPT @WTEngage #wte10
  110. 110. iterative marketing CONCEPT @WTEngage #wte10
  111. 111. iterative marketing CONCEPT right idea @WTEngage #wte10
  112. 112. iterative marketing CONCEPT @WTEngage #wte10
  113. 113. iterative marketing CONCEPT @WTEngage #wte10
  114. 114. iterative marketing CONCEPT @WTEngage #wte10
  115. 115. iterative marketing CONCEPT @WTEngage #wte10
  116. 116. iterative marketing CONCEPT @WTEngage #wte10
  117. 117. iterative marketing CONCEPT @WTEngage #wte10
  118. 118. iterative marketing CONCEPT @WTEngage #wte10
  119. 119. iterative marketing CONCEPT right idea @WTEngage #wte10
  120. 120. iterative marketing CONCEPT right idea, efficiently @WTEngage #wte10
  121. 121. iterative marketing optimize the middle @WTEngage #wte10
  122. 122. iterative marketing traditional process @WTEngage #wte10
  123. 123. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  124. 124. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  125. 125. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  126. 126. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  127. 127. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  128. 128. iterative marketing PROJECT TIMELINE: TRADITIONAL BRIEF IDEATION EXECUTIONAL @WTEngage #wte10
  129. 129. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  130. 130. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  131. 131. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  132. 132. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  133. 133. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  134. 134. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  135. 135. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  136. 136. iterative marketing PROJECT TIMELINE: TRADITIONAL @WTEngage #wte10
  137. 137. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  138. 138. iterative marketing PROJECT TIMELINE: TRADITIONAL SUCCESS TIME EFFORT @WTEngage #wte10
  139. 139. iterative marketing optimizing the middle @WTEngage #wte10
  140. 140. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  141. 141. iterative marketing PROJECT TIMELINE: ITERATIVE @WTEngage #wte10
  142. 142. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  143. 143. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  144. 144. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  145. 145. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  146. 146. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  147. 147. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  148. 148. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  149. 149. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  150. 150. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  151. 151. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  152. 152. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  153. 153. iterative marketing PROJECT TIMELINE: ITERATIVE SUCCESS TIME EFFORT @WTEngage #wte10
  154. 154. iterative marketing @WTEngage #wte10
  155. 155. iterative marketing launching analyzing and adjusting @WTEngage #wte10
  156. 156. iterative process @WTEngage #wte10
  157. 157. iterative process BRIEF IDEATION EXECUTIONAL EVAL. @WTEngage #wte10
  158. 158. iterative process @WTEngage #wte10
  159. 159. iterative process PROBLEM DEFINITION DISCOVERY STRATEGY } EXECUTIONAL ROADMAP } ANALYSIS ADJUSTMENT @WTEngage #wte10
  160. 160. iterative process PROBLEM DEFINITION DISCOVERY STRATEGY } EXECUTIONAL ROADMAP } ANALYSIS ADJUSTMENT @WTEngage #wte10
  161. 161. iterative process PROBLEM DEFINITION what is your client trying to achieve? @WTEngage #wte10
  162. 162. iterative process PROBLEM DEFINITION “WE NEED TO BE ON TWITTER!” @WTEngage #wte10
  163. 163. iterative process PROBLEM DEFINITION “FACEBOOK!” @WTEngage #wte10
  164. 164. iterative process PROBLEM DEFINITION “SYNERGISTIC SOCIAL MEDIA SOLUTIONS!!!” @WTEngage #wte10
  165. 165. iterative process PROBLEM DEFINITION what is their definition of success? @WTEngage #wte10
  166. 166. iterative process PROBLEM DEFINITION how does this family up to overall business goals? @WTEngage #wte10
  167. 167. iterative process PROBLEM DEFINITION @WTEngage #wte10
  168. 168. iterative process PROBLEM DEFINITION there will probably be multiple steps between project goals and business goals @WTEngage #wte10
  169. 169. iterative process PROBLEM DEFINITION direct response vs. brand building @WTEngage #wte10
  170. 170. iterative process PROBLEM DEFINITION project business @WTEngage #wte10
  171. 171. iterative process PROBLEM DEFINITION project business @WTEngage #wte10
  172. 172. iterative process PROBLEM DEFINITION “engagement” “conversation” @WTEngage #wte10
  173. 173. iterative process PROBLEM DEFINITION “engagement” business @WTEngage #wte10
  174. 174. iterative process PROBLEM DEFINITION example @WTEngage #wte10
  175. 175. iterative process PROBLEM DEFINITION “trusted energy advisor” @WTEngage #wte10
  176. 176. iterative process PROBLEM DEFINITION “reduce energy use” @WTEngage #wte10
  177. 177. iterative process PROBLEM DEFINITION project goal “trusted energy advisor” business goal use less energy @WTEngage #wte10
  178. 178. iterative process PROBLEM DEFINITION DISCOVERY STRATEGY } EXECUTIONAL ROADMAP } ANALYSIS ADJUSTMENT @WTEngage #wte10
  179. 179. iterative process DISCOVERY BIG IDEA @WTEngage #wte10
  180. 180. iterative process DISCOVERY BIG IDEA @WTEngage #wte10
  181. 181. iterative process DISCOVERY BIG IDEA @WTEngage #wte10
  182. 182. iterative process DISCOVERY BIG IDEA @WTEngage #wte10
  183. 183. iterative process DISCOVERY BIG IDEA @WTEngage #wte10
  184. 184. iterative process DISCOVERY BIG IDEA @WTEngage #wte10
  185. 185. iterative process DISCOVERY BIG IDEA BIG IDEA @WTEngage #wte10
  186. 186. iterative process DISCOVERY SUCCESS TIME EFFORT @WTEngage #wte10
  187. 187. iterative process DISCOVERY SUCCESS TIME EFFORT @WTEngage #wte10
  188. 188. iterative process PROBLEM DEFINITION DISCOVERY STRATEGY } EXECUTIONAL ROADMAP } ANALYSIS ADJUSTMENT @WTEngage #wte10
  189. 189. iterative process STRATEGY strategy? @WTEngage #wte10
  190. 190. iterative process STRATEGY strategy? @WTEngage #wte10
  191. 191. iterative process STRATEGY strategy ≠ tactics @WTEngage #wte10
  192. 192. iterative process STRATEGY tactics = things you do @WTEngage #wte10
  193. 193. iterative process STRATEGY strategy = ideas you implement @WTEngage #wte10
  194. 194. iterative process STRATEGY strategy = “technologically open” @WTEngage #wte10
  195. 195. iterative process STRATEGY strategy = “technologically open” “community-centered” @WTEngage #wte10
  196. 196. iterative process STRATEGY strategy = “technologically open” “community-centered” “simple and inviting” @WTEngage #wte10
  197. 197. iterative process STRATEGY tactics = “HTML” @WTEngage #wte10
  198. 198. iterative process STRATEGY tactics = “HTML” “Twitter” @WTEngage #wte10
  199. 199. iterative process STRATEGY tactics = “HTML” “Twitter” “yellow and green” @WTEngage #wte10
  200. 200. iterative process STRATEGY strategy = goals + research + insights @WTEngage #wte10
  201. 201. iterative process STRATEGY strategy = constitution of the project @WTEngage #wte10
  202. 202. iterative process PROBLEM DEFINITION DISCOVERY STRATEGY } EXECUTIONAL ROADMAP } ANALYSIS ADJUSTMENT @WTEngage #wte10
  203. 203. iterative process ROADMAP roadmap = tactics @WTEngage #wte10
  204. 204. iterative process ROADMAP @WTEngage #wte10
  205. 205. iterative process ROADMAP NOW @WTEngage #wte10
  206. 206. iterative process ROADMAP BIG IDEA NOW @WTEngage #wte10
  207. 207. iterative process ROADMAP BIG IDEA NOW @WTEngage #wte10
  208. 208. iterative process ROADMAP BIG IDEA NOW @WTEngage #wte10
  209. 209. iterative process ROADMAP BIG IDEA NOW @WTEngage #wte10
  210. 210. iterative process ROADMAP creative brief GOAL: The Best Wedding Cake. Ever. We’re having a wedding. People love cake. We need cake everyone will be impressed with and love eating. @WTEngage #wte10
  211. 211. iterative process ROADMAP Iteration 1: Yellow Cake Cupcake with Vanilla Frosting Hypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes and is structurally sound for stacking. Tactics: Make and distribute 50 cupcakes to random people. Make a 3 level tower of cupcakes. Goals: Find a flavor that 75% of people like. Successfully stack cupcakes. @WTEngage #wte10
  212. 212. iterative process ROADMAP Iteration 2: Yellow Cake Birthday Cake with Vanilla Frosting @WTEngage #wte10
  213. 213. iterative process ROADMAP Iteration 3: Wedding Cake @WTEngage #wte10
  214. 214. iterative process ROADMAP BIG IDEA NOW @WTEngage #wte10
  215. 215. iterative process ROADMAP BIG IDEA NOW @WTEngage #wte10
  216. 216. iterative process PROBLEM DEFINITION DISCOVERY STRATEGY } EXECUTIONAL ROADMAP } ANALYSIS ADJUSTMENT @WTEngage #wte10
  217. 217. iterative process EXECUTION making the thing @WTEngage #wte10
  218. 218. iterative process PROBLEM DEFINITION DISCOVERY STRATEGY } EXECUTIONAL ROADMAP } ANALYSIS ADJUSTMENT @WTEngage #wte10
  219. 219. iterative process ANALYSIS progress towards goals @WTEngage #wte10
  220. 220. iterative process ANALYSIS progress towards goals validation of hypotheses @WTEngage #wte10
  221. 221. iterative process ANALYSIS progress towards goals SUCCESS TIME EFFORT @WTEngage #wte10
  222. 222. iterative process ANALYSIS validation of hypotheses @WTEngage #wte10
  223. 223. iterative process ANALYSIS Iteration 1: Yellow Cake Cupcake with Vanilla Frosting Hypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes and is structurally sound for stacking. Tactics: Make and distribute 50 cupcakes to random people. Make a 3 level tower of cupcakes. Goals: Find a flavor that 75% of people like. Successfully stack cupcakes. @WTEngage #wte10
  224. 224. iterative process ANALYSIS Iteration 1: Yellow Cake Cupcake with Vanilla Frosting Hypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes and is structurally sound for stacking. Tactics: Make and distribute 50 cupcakes to random people. Make a 3 level tower of cupcakes. Goals: Find a flavor that 75% of people like. Successfully stack cupcakes. @WTEngage #wte10
  225. 225. iterative process ANALYSIS @WTEngage #wte10
  226. 226. iterative process ANALYSIS @WTEngage #wte10
  227. 227. iterative process ANALYSIS @WTEngage #wte10
  228. 228. iterative process ANALYSIS YUMMY? YELLOW YELLOW CHOC. RED PIE VANILLA CHOC. CHOC. SATIN @WTEngage #wte10
  229. 229. iterative process ANALYSIS YUMMY? YELLOW YELLOW CHOC. RED PIE VANILLA CHOC. CHOC. SATIN Hypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes Goals: Find a flavor that 75% of people like. Successfully stack cupcakes. @WTEngage #wte10
  230. 230. iterative process PROBLEM DEFINITION DISCOVERY STRATEGY } EXECUTIONAL ROADMAP } ANALYSIS ADJUSTMENT @WTEngage #wte10
  231. 231. iterative process ADJUSTMENT @WTEngage #wte10
  232. 232. iterative process ADJUSTMENT @WTEngage #wte10
  233. 233. iterative process ADJUSTMENT @WTEngage #wte10
  234. 234. iterative process GETTING STARTED @WTEngage #wte10
  235. 235. iterative process GETTING STARTED have the right team DESIGNERS STRATEGISTS @WTEngage #wte10
  236. 236. iterative process GETTING STARTED have the right team DESIGNERS STRATEGISTS ANALYSTS DEVELOPERS @WTEngage #wte10
  237. 237. iterative process GETTING STARTED have the right team DESIGNERS STRATEGISTS ANALYSTS DEVELOPERS CLIENT @WTEngage #wte10
  238. 238. iterative process GETTING STARTED have the right team DESIGNERS STRATEGISTS ANALYSTS DEVELOPERS CLIENT BIZ @WTEngage #wte10
  239. 239. iterative process GETTING STARTED marketing strategy @WTEngage #wte10
  240. 240. iterative process GETTING STARTED how you position your brand in the market place @WTEngage #wte10
  241. 241. iterative process MARKETING @WTEngage #wte10
  242. 242. iterative process MARKETING ADVERTISING PR RETAIL @WTEngage #wte10
  243. 243. iterative process MARKETING ADVERTISING PR RETAIL TV PRINT DIGITAL @WTEngage #wte10
  244. 244. iterative process MARKETING ADVERTISING PR RETAIL @WTEngage #wte10
  245. 245. iterative process MARKETING ADVERTISING PR RETAIL @WTEngage #wte10
  246. 246. iterative process it a choice you need to make early @WTEngage #wte10
  247. 247. iterative process you need to get everyone on board @WTEngage #wte10
  248. 248. iterative process you can do this @WTEngage #wte10
  249. 249. iterative process you should do this @WTEngage #wte10
  250. 250. questions? @WTEngage #wte10
  251. 251. thanks! MADEBYFIGHT.COM @WTEngage #wte10

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