This document provides guidance on marketing and promoting yourself or a business. It discusses developing a marketing strategy including defining your business model, understanding the marketing mix of product, price, place and promotion. It also covers segmentation of customers, developing a positioning statement, and creating marketing objectives and key performance indicators. Tactics discussed include content marketing, social media, email marketing and public relations. The importance of analytics and having a strategic marketing calendar is also emphasized.

1. Marketing and Promoting Yourself.
@MarlonCreative

2. About Me

9. We are all selling.

10. MBA Brand DJ Brand

14. “The purpose of a
business is to create
a customer.”
– Peter Drucker

15. What is your
Business Model?

16. What is marketing?

17. How does a seller
make an offer?

18. The Marketing Mix
Distinct configurations for diverse segments

19. Product

20. Place

22. Promotion

23. German artist Anselm Reyle
Price

24. The Customer Puts The Price

25. Marketing: An exchange of value.

26. 3 Principles of Marketing
Always
Create Real
Value
Be
different
You can’t be
everything to
everyone

27. Where are you now?

28. Strengths Weaknesses
Opportunities Threats
Internal
External
SWOT
Analysis
Helpful Harmful

29. STP Framework
Segmentation Targeting
• Identify positioning
concepts for each
target segment,
select the best, and
communicate it.
• What is it?
• How is it unique?
• For who?
• Evaluate
attractiveness of
each segment. How
do you create value
for them?
• Prioritize who you
must communicate
with.
• Who are your
different customers/
stakeholders?
• Are you able to
segment them?
• What segments are
beneficial?
Positioning

30. Segment 1
Attribute 1
Low Price
Attribute 2
Beauty
Attribute 3
Collectability
Value of the two segments
Segment 2

31. Segmentation Methods

32. Segmentation Methods
1. Characteristics of the
customer
2. Benefits Sought
3. Systematic / Product
related Behaviors
a. Purchasing behavior
b. by channel

33. Writing your positioning statement
/ elevator pitch

36. What changed?
Apple positioning Statement

37. Personal
Computer
Consumer
Electronics

38. Key Messaging (Tactical)
What it is
Messages for different audiences
- Segments (what do they consider value?)
Features and benefits?

39. Marketing
Objectives

40. Website Goal:
Increase traffic to registration
page
KPI’s:
# of visitors to registration
Target:
500 per event
KPI:
$ per event
Target:
$/type of event
Segments:
Web Traffic sources
Email Lists
Membership drives
Website Goal:
Complete onboarding
process
KPI’s:
# of people who fill
out intake or
subscribe
Target:
20/month
Segments:
Web Traffic Sources
Eblasts
Social Media
Adwords
Website Goal:
Create content
to engage audience
KPI’s:
# of downloads
Micro-Conversions
such as intake.
Target:
50/month
Segments:
Lists
Geography
Social Channel
Email
Sell Publications
Website Goal:
Increase sale of publications
KPI’s:
# of books sold/quarter
Target:
$6,000/quarter
KPI:
Bounce rate
Target:
Below 50%
Segments:
Event registrants
Social Media
Email campaign
Web traffic
Sell tickets to event
Score cards

41. What makes a good goal?
1. Measurable
2. Actionable
3. Feasible
Do you have historical data to create a baseline?

42. Types of Marketing Analytics
What you know.
(facts)
What you know you
don’t know.
(questions)
What you think you know.
(Intuition - testing)
What you don’t know you
don’t know.
(magic sauce)

43. How do you realize these objectives?

44. Stories

45. Beacons for CRM (Proximity Marketing)

47. Transactional Marketing

48. Word of Mouth Marketing

49. Email Marketing

50. Branding

52. Immediate
Audio/Visual
Representation or
other first impression.

53. Colorola Studio Brand

56. Paige Craig Photography

60. CobraSnake

71. Brand Words Activity

72. Online Marketing

73. Content

76. Social
Media
Formula
Segmentation
(STP)
Content
Call to action
Analytics

77. •Make it useful
•Add valueUtility
•Time starved audience
•Information overloadKeep it brief
•Report from your events
•Highlight locationsHyperlocal
•Decentralize communications
•Strategize how to get your audience involvedCollaboration
•Creating authentic narratives
•Video / Multi-mediaStorymonials

79. The incumbents:
Archive Social Media
More quality, more commitment

81. Instagram

82. Interview + B-Roll

83. Facebook

84. Facebook
Upload Directly to native feed
● Your videos will play automatically in News Feed
● Your videos will have view counts - happy algorithm
● Focus on quality from the first frame

85. Apps
Photolettering

87. Apps | Periscope
1. Streaming
2. Twitter
3. Emerging
4. Live
5. Q&A
6. Press

88. imovie

91. Tips for shooting
better video

92. Planning your shoot

94. Rule of Thirds

101. New Wave of
Live Social Media
Less quality, more authenticity

102. A Shift in Social Media

103. Snapchat

104. Snaps on snaps on snaps

106. Art Day Story

107. Periscope

109. Museum Tour

110. Live Work in Progress with Q&A

111. Marketing Calendar
Tips
1. Be efficient
2. Use automation
3. Make it realistic

112. Moments of Opportunity
What could merit preparation?
1. Be ready and
thinking
2. Have your
equipment ready
3. Have your strategy
in place
4. Team effort

113. Budget

114. 15-20%Should be reinvested into your business every year
How much should be spent on marketing?

115. Print or Digital?
Benefits of Digital
● Track conversions
● More impressions
● Digital world
● More images possible w/ gif
● Video promotion
Cons of Print
● Hard to track
● Expensive / impression
● Printing qualities varied
● Layout and context
Audience or budget size matters

116. One
Strategic
Goal
Channel
Channel
KPI
Channel
Segment
Segment
Segment
advertisement metrics print
what are the metrics involved?
Email list
what are the metrics involved?
Website
what are the metrics involved?
missed
Not your customer

117. Thank you!
@marloncreative (twitter)
@marlonfuentes (insta)
@marlonf84 (snapchat)
email
mf@marlonfuentes.info

119. Press Relations

120. 56,900
Size of newsroom staff in 1990 / Print

121. 32,900
Size of newsroom staff in 2013-2014

122. Relationships

123. Find your unique angle

124. Organize your thoughts
What did you learn in planning?

125. Target Media Outlets
hint* it’s not the
usual suspects anymore

126. Delivery
Visual? Is it cooked?
Journalists need it copy/paste.

127. How can you configure your marketing mix?
Product
Price
Place
Promotion
People

128. The golden circle
Why
How
What

129. Key Messaging
1. Quick elevator pitch - 30-60 seconds
2. Messages for different audiences
- Segments (what do they consider value?)

130. Tips
1. 300 dpi images for print
2. 72dpi ok for web
3. All images at least 1600 x 1200 pixels
4. Landscape and portrait
5. Caption all photos
6. Peer reviewers - Groundswell PR
a. Invite them to your events
b. Give them stuff
7. Research your targets

132. Startup costs
- Web
- Design
- Photography
- Video