A presentation given for the Berkley Center for Entrepreneurial Studies at NYU concerning creating a reasoned approach to leveraging media for purposes of promoting products and services.

1. Selling in a
customer-empowered
marketplace.

2. HALLENGE #1
Your customers are
HARDER
to reach.

5. HALLENGE #2
Your customers are using
new sources for
INFORMATION

6. WE ARE RETURNING TO AN
ORAL-BASED CULTURE.

7. Our connections matter most.

8. Nothing is as effective as word of mouth.

9. Technology
makes word of mouth
easily accessible...

10. and
very fast

11. Mass Audiences
Opinion Leaders
Early Adopters

12. we’re all
building
(and relying on)
our own
word of mouth
networks.

13. HALLENGE #3
...and there’s
one more thing
marketers must come
to terms with...

14. *
YOUR BRAND IS NOT MY FRIEND.
(SORRY.)
*Thanks to Alan Wolk for this concept.

15. HE MARKETER’S DILEMMA.
Harder to reach. Rely on word of mouth. Not my friend.

16. O WHAT NOW?
Focus on your customer’s
EXPERIENCE
online & off
across the entire relationship cycle.

17. it costs
a lot of
MONEYto get
one new customer
to walk through the door.

18. but every new customer
is a potential source of
word of mouth
so their
EXPERIENCE is critically important.

19. Nothing undermines good marketing like a bad experience.
HAPPY WIDGET

20. ...so it’s wise to
think about marketing from the
BOTTOMup
& INSIDEthe
-OUT

21. despite a fragmented
media environment

22. People
Lead
Integrated
Lives.

24. OTTOM UP: KNOW YOUR CUSTOMER
Government, family
technology, finances
Career, day-to-day,
plans for the future
Ambitions, goals,
challenges
Worries, questions,
concerns, fears

25. NSIDE OUT: TAKE THE MARKETING CYCLE...
INFORMATION CONVICTION TRIAL EVANGELISM
AWARENESS
E
F R EA L
TRI

26. NSIDE OUT: ...AND FLIP IT AROUND.
EVANGELISM TRIAL CONVICTION INFORMATION AWARENESS
E
F R EA L
TRI

27. NSIDE OUT: ALIGN EMPLOYEES
Mission & Vision
Value Proposition
Competitive Edge
Ambassadors

28. NSIDE OUT: ENABLE WORD OF MOUTH
Tools
Sound bites
Platforms
Dialogue

29. NSIDE OUT: ENCOURAGE TRIAL
Make it easy
people to
for
get their
wet.
feet

30. NSIDE OUT: DRIVE CONVICTION

31. NSIDE OUT: ORGANIZE YOUR INFO
clean clear concise

32. NSIDE OUT: EXPAND INTO PAID MEDIA
Be authentic.
Be consistent.
Be in the right place.

33. Three ways to increase the return
on your marketing investment.

34. Get to know
your
customer
very, very well.

35. define how
you want that
customer
to talk about you.

36. expand from the
inside -out
building a
consistent & cohesive
experience.
customer

37. Thank you.
Corey Guilbault
R O C K E F E L L E R C O N S U LT I N G G R O U P