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Marketing Strategy, Tools & Tactics

A presentation for IDESLI

Marketing Strategy, Tools & Tactics

  1. 1. familian&1 insights + interfaces f o r d i g i t a l m e d i a a brief overview of Marketing Strategy, Tools + Tactics a presentation for IDESLI // February 2, 2015
  2. 2. What we’ll discuss today 2 ‣A bit about me ‣The Marketing Landscape ‣Branding + Brand “Stretch” ‣Customer Relationships ‣Engagement Tools + Techniques ‣Your business + brand
  3. 3. A bit about me I’m a man of many hats 3 product + engineering manager experience designercorporate strategist
  4. 4. The massive landscape of Marketing 4
  5. 5. Another (slightly simpler) landscape 5
  6. 6. Simplifying things a further 6 Biz Dev Marketing Sales Ops Ops Finance
  7. 7. Layering in context 7
  8. 8. What is branding? 8 Visual recognition?
  9. 9. A mechanism for differentiation? 9
  10. 10. The best brands are functional and emotional 10 Google Maps Apple Maps Waze Get there. Maybe get there? Help each other 
 get there!
  11. 11. Brands can be disruptive 11 Customer’s demand for performance DISRUPTIVE INNOVATION Traditional “technology”
  12. 12. Brand umbrellas can drive powerful growth 12 Health/ Wellness Leisure Money People/ Planet Telcom/ Tech TravelEntertainment
  13. 13. Brands have different “elasticity” 13 More 
 Elasticity Less 
 Elasticity Less 
 Elasticity
  14. 14. X2X Relationships 14 B2C B2B OR B2B2C VAR End Consumer Customer
  15. 15. Customers v. Users 15 Customer User More Users More Customers The Brand Indirectly engages Indirectly engage
  16. 16. Which engagement model is best? 16
  17. 17. Digital/Viral/Social Marketing Tools 17 Pre-launch audience validation Search Marketing Viral Marketing Email Marketing
  18. 18. Data analysis + visualization tools 18 Website + Application Data Data Visualization Libraries Aggregated Dashboards Custom DIY Dashboards
  19. 19. Transactions, Fundraising + Ops 19 Frictionless transactions Crowdfunding + Seed Funding Streamlined Ops
  20. 20. View the interactive summary at http://maptiv8.com/demos/dt4b.html 20
  21. 21. What are your brand attributes? 21 Business Basics Internal Attributes External Attributes Sustainability Story Core product(s)/service(s) Mission: What does the brand seek to achieve today? Persona: What is the brand’s character, tone, and style of expression? How does the brand’s commitment to sustainability drive its attributes? Key features Vision: What does the brand seek to achieve tomorrow? Story: Within what context, heritage, or legacy is the brand communicated? What messaging strategy does the brand use to define its orientation around sustainability? Key benefits Values: What principles + beliefs drive the brand’s mission + vision? Tagline: How is the brand succinctly described to external stakeholders? What metrics does the brand cite in its messaging around sustainability? Mantra: How is the brand described to internal stakeholders? Identity: What are the brand’s logo, colors, fonts, and other design elements?
  22. 22. familian&1 insights + interfaces f o r d i g i t a l m e d i a Thank you! Let’s discuss your questions seth@familian1.com // http://www.slideshare.net/sfamilian

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