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Marketing to the customers

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Marketing to the customers

  1. 1. 1 TyE Boot Camp -July 2013 MARKETING TO THE CUSTOMERS. Shashi Bellamkonda •VP, Digital Marketing -Bozzuto.com •Adjunct Professor, Georgetown University
  2. 2. 2 THE PRODUCT IS THE BEST FORM OF MARKETING Photo Credit : Apple
  3. 3. 3 GO TO MARKET http://jubileefoodpantry.wordpress.com/2010/04/20/bauman-farms/
  4. 4. 4 EVOLVING PRODUCT Credit: Google Image Search http://b.shashi.co/12vM0vH
  5. 5. 5 3 STEPS TO SUCCESS 1.Create a great product 2.Create awareness for your product 3.Ensure a awesome customer experience
  6. 6. 6 DISCUSSION 1.Products and awareness
  7. 7. 7 THERE WAS A WORLD BEFORE THE INTERNET http://web.archive.org/web/19981202230410/http://www.google.com/
  8. 8. 8 NOW WE HAVE BACON ICE CREAM
  9. 9. 9
  10. 10. 10 * http://www.cartoonstock.com/newscartoons/cartoonists/mly/low res/mlyn598l.jpg TOOLS CHANGE ALL THE TIME
  11. 11. 11 INFORMATION SOURCES CHANGE http://stateofthemedia.org/2013/overview-5/key-findings/audience-key-findings/
  12. 12. 12 * THE BASICS NEVER CHANGE Your Objective: Win Favor from the Public • Build awareness • Create identity • Enhance Image • Inform public • Good reputation
  13. 13. 13 DISCUSSION Identifying customers and sources
  14. 14. 14 BRAND : WHO YOU THINK YOU ARE?
  15. 15. 15 WHO YOU ACTUALLY ARE?
  16. 16. 16 WHO YOUR AUDIENCE THINKS YOU ARE?
  17. 17. 17 DISCUSSION Ensuring customer perception is inline
  18. 18. 18 MARKETING TOOLS
  19. 19. 19 WORD OF MOUTH Photo credit Flickr: (cc) http://b.shashi.co/137Wbqd
  20. 20. 20 http://smallbiztrends.com/2013/06/business-signs-work.html 1. Location 2. Brand promise 3. Special Occasions 4. Competition 5. Online-offline Connection
  21. 21. 21 COMMUNICATION Photo Credit : http://guides.lib.ndsu.nodak.edu/communication
  22. 22. 22 ENGAGEMENT Photo Credit : http://www.flickr.com/photos/briansolis/9241526804/lightbox/
  23. 23. 23 RETENTION
  24. 24. 24 REPUTATION Photo Credit : http://b.shashi.co/13Fb62D
  25. 25. 25 THOUGHT LEADERSHIP
  26. 26. 26 ADVERTISING
  27. 27. 27 CONTENT MARKETING ContentRulesbook.com
  28. 28. 28 GROUP WORKSHOP Create a tools checklist for your company
  29. 29. 29 CASE STUDY - KIKSCORE
  30. 30. 30 OBJECTIVES - KIKSCORE •Awareness •Customers •Partners •Acquisition 30 Sold to Google
  31. 31. 31 AWARENESS 31
  32. 32. 32 AWARENESS 32
  33. 33. 33 CUSTOMERS 33
  34. 34. 34 PARTNERS 34
  35. 35. 35 CONNECTIONS AND COMMUNITY BUILDING • Existing customers • Influencers • Friends and contacts • Readers
  36. 36. 36 STRANGERS SHAPE YOUR REPUTATION Word of Mouth has become Word of Mouse
  37. 37. 37 YOUR CUSTOMER CONNECTION PLAN 37
  38. 38. 38 4 PRINCIPLES OF CUSTOMER MARKETING 38 http://customersrock.net/the-hidden-power-of-your-customers/
  39. 39. 39 CUSTOMER EXPERIENCES WILL BE SHARED 39
  40. 40. 40 CUSTOMERS TALK ANYWHERE 40
  41. 41. 4141 This guy wants to make sure the book and the DVD are saying the same thing CONSUMERS WANT MORE TRANSPARENCY
  42. 42. 42 DEFENDING YOUR REPUTATION IS CRUCIAL http://www.youtube.com/watch? v=4ESU_PcqI38 http://www.youtube.com/watch? v=PKUDTPbDhnA
  43. 43. 43 NEVER USED A COMPUTER – YET HIS BRAND EXISTS ONLINE 43
  44. 44. 44 Personal Brand vs. Company Personal Brand Company
  45. 45. 45 1. SET YOUR ORGANIZATIONAL OBJECTIVE ho are you trying to reach ? hat do you want to change? ow will this affect your organization?
  46. 46. 46 2. IDENTIFY RESOURCES n-house ake it part of existing resources utsource se existing community
  47. 47. 47 3. SETUP A LISTENING POST Identify tools Feedback process Buy in from players Identify market concerns
  48. 48. 48 4. DEFINE RULES OF ENGAGEMENT  Who is allowed to talk  Set a social media policy  Brand guideline consistency
  49. 49. 49 5. IDENTIFY POTENTIAL ALLIANCES  Partners social capital  Peers from similar industries  Offline groups
  50. 50. 50 6. BECOME A CONTENT MARKETER  Blogs  Social Updates  Sharing/Curation of content
  51. 51. 51 7. ENGAGE IN OFFLINE AND ONLINE COMMUNITIES F2F beats any online interaction Social helps maintain offline connections
  52. 52. 52 8. DEFINE DIGITAL FOOTPRINT Equation for Adopting New Networks  Time  Audience  Search Results  In-House support
  53. 53. 53 9.INTEGRATE YOUR MARKETING EFFORTS  Add your social media sites to your website  Tell your followers on Twitter about your newsletter offers  Add a sign-up section to your Facebook Page  Add a link to your website from your blog
  54. 54. 54 10. RESULTS AND MEASUREMENT easure outcomes Achieve attitudinal change Engagement Reputation benchmarking Traffic Social Graph Inbound links Awards & Recognition Offer & Coupon redemption Retained customers 54
  55. 55. 55 Questions VP- Digital Marketing, Customer Experience and Analytics Leader, Small Business Speaker and Columnist Adjunct Professor – Georgetown University Featured : Washington Business Journal | Washingtonian Magazine Tech Titan 2009 & 2011 | Small Business Influencer 2011 & 2012 Champion | Winner of the 2012 Minority Business Leader Awards| AmEx Open Forum | Featured in 15 Books Shashi Bellamkonda shashib@gmail.com Follow On Twitter: @shashib

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