Marketing is not a dirty word

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When was the last time you enjoyed marketing your business? Or even being marketed to? Many of us associate marketing with icky, pushy, inauthentic, and unwelcome sales pitches - but there's hope for the entrepreneur who knows she needs to market her products or services, despite the ick factor.

In this workshop, I give an overview of the 3 types of marketing challenges, wax poetic about how to overcome the ick factor, and explain exactly how to design your very own, custom-built, DIY marketing strategy.

There is an accompanying worksheet available at http://bit.ly/diymktg.

Published in: Business, Technology
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Marketing is not a dirty word

  1. 1. Marketing is not a dirty word. Lauren Bacon @laurenbaconWednesday, 27 June, 12
  2. 2. Talk amongst yourselves. photo: emdotWednesday, 27 June, 12
  3. 3. What is your biggest marketing challenge?Wednesday, 27 June, 12
  4. 4. 3 kinds of marketing challenges: 1. Philosophical 2. Strategic 3. TacticalWednesday, 27 June, 12
  5. 5. Philosophical Challenges The “Ick” Factor photo: Stuck in CustomsWednesday, 27 June, 12
  6. 6. Strategic Challenges Who, What, & Where photo: Matthew McVickarWednesday, 27 June, 12
  7. 7. Tactical Challenges When & How photo: BethanWednesday, 27 June, 12
  8. 8. If your challenges are tactical… they’re not, really.Wednesday, 27 June, 12
  9. 9. Philosophical Challenges The “Ick” Factor photo: Stuck in CustomsWednesday, 27 June, 12
  10. 10. Less icky? What if we called it… relationship building, community creation, or lead generation?Wednesday, 27 June, 12
  11. 11. Push vs Pull photo: pasukaru76Wednesday, 27 June, 12
  12. 12. Wednesday, 27 June, 12
  13. 13. Community is built with common ground & common language. photo: Brandon Christopher WarrenWednesday, 27 June, 12
  14. 14. Strategic Challenges Who, What, & Where photo: Matthew McVickarWednesday, 27 June, 12
  15. 15. Find your people. photo: See-ming LeeWednesday, 27 June, 12
  16. 16. Fun with personasWednesday, 27 June, 12
  17. 17. Exercise: Mini-Persona • First Name • Age • Occupation • Currently reading… • Likes to eat… • Chooses your product/service because…Wednesday, 27 June, 12
  18. 18. What does she THINK & FEEL? core values major preoccupations worries & aspirations What does she HEAR? What does she SEE? environment what friends say friends what influencers say what the market offers The Empathy Map What does she SAY & DO? attitude in public appearance behaviour towards others PAIN GAIN fears wants/needs frustrations measures of success obstacles Credit: XPLANEWednesday, 27 June, 12
  19. 19. What does she THINK & FEEL? core values major preoccupations worries & aspirations What does she HEAR? What does she SEE? environment what friends say friends what influencers say what the market offers What does she SAY & DO? attitude in public appearance behaviour towards others PAIN GAIN fears wants/needs frustrations measures of success obstacles Credit: XPLANEWednesday, 27 June, 12
  20. 20. Some people are not your people. And that’s OK. photo: Telstar LogisticsWednesday, 27 June, 12
  21. 21. Stand out from the crowd. photo: onkel_wartWednesday, 27 June, 12
  22. 22. Cultivate your voice. photo: VancityAllieWednesday, 27 June, 12
  23. 23. Be useful. Be generous. photo: kris krugWednesday, 27 June, 12
  24. 24. Brochures and websites and business cards, oh my… photo: Michael KappellWednesday, 27 June, 12
  25. 25. One thing at a time. photo: splorpWednesday, 27 June, 12
  26. 26. Measuring success photo: Julia ManzerovaWednesday, 27 June, 12
  27. 27. DIY Marketing Strategy 1. Find your people (personas, empathy map) 2. Define your value proposition 3. Cultivate your voice (meal exercise, room exercise, icons/heroes) 4. Brainstorm content ideas (enthusiasm, knowledge, inspiration) 5. Choose & prioritize materials & venues 6. Decide how you’ll measure success 7. Experiment, measure, & refine Get (and share!) the worksheet: http://bit.ly/diymktgWednesday, 27 June, 12
  28. 28. Questions? The Boss of You: www.thebossofyou.com Twitter: @laurenbaconWednesday, 27 June, 12

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