The Watertight Marketing Framework

WATERTIGHT
MARKETING 31 January 2013

Delivering long-term sales results | Bryony Thomas

WHY?
Step off the roller coaster

© Bryony Thomas | watertightmarketing.com

£ YO-YO £ WATERTIGHT

TIME TIME

MARKETING ACTIVITY
SALES RESULTS


WHO?
A considered purchase


LOW RISK HIGH RISK
IMPULSE BUY CONSIDERED PURCHASE

OR AND


"OK, I COULD DO WITH A THINGAMABOB”

"I THINK
AW AR EN ES S
AWA REN ESS
TLT IN TERES
T AWARENESS
THEM-LOHEMD"
DO T
"OOH LOOK, THEY
INTERE
ST
HAVE A GREAT GUIDE TO
CHOOSING THE RIGHT
THINGAMABOB”
ON
EVALUATI

EVALUATION
" THEM-LOT PROVIDE
THINGAMABOBS FOR THOSE D”
PEEPS... THEY MUST BE GOO
TRI
AL
HINGAM A BOB
"THEIR MINI T CT FOR ME TO
IS PERFE
TRY ONE O
UT"
TR IA L
"YAY, I LO
I'M GOING TO VE IT,
GO FOR A
GOLD THIN
GAMABOB
FROM THE
M-L OT"
ADOPTIO ADOPT
N ION
"MY THINGAM
WHAT I EXPECT
ABOB IS JUST
ED, IT’S GREAT..
GOING TO TELL . I’M
EVERYONE ABOU
THEM-LOT" T
L OYA LT Y
LOYA LT Y


AWA R E N E S S

AWARENESS INTEREST

INTERE
ST ALUAT
ION
EV

EVALUATION

TR IA L TRIAL

ADOPT
ION
ADOPTION

L OYA LT Y
LOYALTY


FRAMEWORK
Their thinking = Your marketing


The Logic Sandwich

THEIR NEEDS
EMOTION LOGIC

AWARENESS

INTEREST
EVALUATION

TRIAL
ADOPTION

LOYALTY


KEY POINTS

➡ Start with emotion, go onto logic, then back to emotion.
➡ Negative emotions are best at kicking off a buying journey.
➡ Positive emotions are important for maintaining momentum.
➡ Logic alone will rarely stop someone in their tracks.
➡ Emotional answers to logical questions seem slippery.
➡ Making an emotional connection reduces price sensitivity.
➡ If all things are logically equal, the emotional connection will win the sale.
➡ Making an emotional connection protects your company from criticism.


Earning the right to time

THEIR
TIME
12

9 3

6

AWARENESS

INTEREST
EVALUATION

TRIAL
ADOPTION

LOYALTY


KEY POINTS

➡ You need to earn the right to take up a person’s time.
➡ Think of ways to help people rather than sell to them.
➡ Cut your material into chunks of time that increase in duration through the
buying decision.
➡ Use your marketing materials to qualify potential buyers.
➡ Only ever sell the ‘next step’.
➡ Respond quickly when someone enquires.
➡ Have enough fresh content to enable people to stay interested for a period
of time.
➡ Use interactions with different materials as indicators of future business so
that you can be ready for it.


The extended audience

THEIR
TEAM

AWARENESS

INTEREST
EVALUATION

TRIAL
ADOPTION

LOYALTY

KEY POINTS

➡ Buyers talk to different people at different stages in their decision.
➡ They cast the net wide, then reduce their focus to key trusted people as the
decision draws near.
➡ Different people need to know different things about your business.
➡ Think about the media consumption of the third parties, not just the buyer.
➡ Be particularly alert to people with the power of veto.
➡ Think of ways to equip your buyer to become an internal salesperson.
➡ Consider the legacy all of your interactions.


THEIR NEEDS THEIR THEIR
EMOTION LOGIC TIME TEAM
12

9 3

6

AWARENESS

INTEREST
EVALUATION

TRIAL
ADOPTION

LOYALTY


ALSO
In the book


Thirteen Touchpoint Leaks


Affordable Marketing Plan Mindful Measurement


WORKBOOKS
An exercise for every idea


THANK YOU
Questions please..
@bryonythomas
@watertightmkg
facebook/watertightmarketing

watertightmarketing.com


The Watertight Marketing Framework

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