The Slow Marketing Movement_Festival of Marketing 2013 #FOM13 Maria Burpee final
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© 2013 Maria Burpee My presentation from #FOM13 on The Slow Marketing Movement; how to drive purposeful, quality, engaging, clever marketing plans and content.
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The Slow Marketing Movement_Festival of Marketing 2013 #FOM13 Maria Burpee final
- 1. The Slow Marketing Movement: Can it Work and Will You Join? Maria Burpee Dell EMEA Healthcare Marketing & Strategy Dir. Most of the narrative of this presentation is in the slide notes box below, scroll to see
- 2. What Is Slow Marketing? The aim is to drive purposeful, quality, engagin g, clever marketing plans and content. 2 Confidential Global Marketing
- 3. What It Is Not It’s not Slow Motion nor antitechnology, it’s not lazy, backwards or deficient. 3 Confidential Global Marketing
- 4. Do We Need It? The enemy? Speed. Programs kicked-out at such a pace that nothing is absorbed, relevant or meaningful. 4 Confidential Global Marketing
- 5. What Would It Look Like? Communities-focused and Inbound-heavy, Sales-aligned and customer-driven. Micro-relevance: Projects contemplated for their connections not impressions, all of which drive real conversations. 5 Confidential Global Marketing
- 6. Finding My Inner Tortoise • Taking the time to truly understand prospects, buyers, haters • Digging further into the results, routecauses, origins, connections • Reducing the quantity of activities and changing type of activities • Tweeting smarter not harder • Spending the time to test things for more insights • Don’t do it if sales isn’t bought in • Research up front, and going the last mile on every piece of content 6 Confidential Global Marketing
Editor's Notes
- Will you join the “Slow Marketing Movement”? We’ll discuss what it proposes, why do we need it, what would it look like, and if you are convinced enough to join. We’ll see if it can be applied to the entire marketing mix; from demand generation to sales/marketing alignment, marcom collateral to social media. Can we drop the term “Real-time Marketer” or at least add the term “Marketing Artisan”?
- I was inspired by the TEDTalk of Carl Honoré and then one of his books. The Slow Movement basically advocates a cultural shift toward slowing down life's pace for more quality, satisfaction, and discovering energy and efficiency. It began with a protest against opening a McDonald's in Piazza di Spagna, Rome in the 80s that sparked the creation of the Slow Food organization. Over time, this developed into a subculture in other areas, such as Slow Cities, Slow living, Slow Travel, and Slow Design. As an example, for Slow Design, think the “antithesis to Ikea”, furniture designed by craftsmen and artisans that lasts 20 years and sold to those who appreciate it and recommend it, cherish it and believe in it.So Slow Marketing is my theory; asking “is it possible to slow down marketing to drive better quality, better interactions, better results?”TEDTalk: http://www.ted.com/talks/carl_honore_praises_slowness.html
- There are no “calls to overthrow technology and seek a preindustrial utopia”. The Slow philosophy can be summed up in a single word -- balance. By slowing down we can actuallycreate better relationships with our customers, more loyal, engaged advocates. Shun speed for effectiveness and enable superior interactions and above-average results. “Good slow” is the key, slow motion is cool in the movies but we are aiming for real-time slow if that make sense? Let’s take a look…
- Who is the enemy? The enemy isNOT twitter, Facebook, blogs or even QR codes. The enemy is speed. Crap kicked-out and “amplified” at such a pace that nothing is absorbed, relevant or meaningful. Or Moving so fast we forget or chose not to slow down and go deeper into planning, preparation and results. We (and our customers) are all bombarded these days and things move so fast that nothing sticks. I submit to you that if we slowed down just a tad to focus on more mindful preparation, precise segmenting and personalization, more thorough follow-up, well thought out content and better interactions we would see better results. We could do less and achieve more. I believe we need it because results are harder and harder to get these days even though we are doing more and more. You’ve seen the examples of the QR codes totally unreadable posted on the other side of the tube tracks, or Tesco sending an email about romance novels to a male customer in their database. Or the stats that say the more we do the less people engage, the more posts the more people turn off. So what would slow marketing really look like?
- Let’s look at other brands that slow things down and focus on the community, advocacy, the connection. My best friend from high school works at a luxury car brand and as marketing geeks in non-competing industries do, we sometimes compare our tactics and plans and talk shop. I was amazed at how slow things seemed “over there”. There was no mass market media or blogs, no tweets per day or webinars, it was all about the relationships, awareness, loyalty, lifestyle and advocacy. And that takes a long time to build, it's not fast or easy. It’s slow, methodical and diligent. "Sometimes you might want to connect with 4 million people. But sometimes maybe you really only want 4,000...or 400. It's about getting it right with the right audience."Another data point to consider is if you link this to the concept of Thought Leadership. Some of you may know I’m passionate on this topic, spoke on the B2B marketing summit in June, but I truly believe that I have seen my best marketing program spend ROI on the community-focused, customer-driven, advocacy-building activities more than others. Of course it’s a mix right, but let’s look at scenarios…
- I believe slow marketing can work, whether it be in the context ofplanningor sales/marketing alignment, collateral and content outbound, or lead gen and social. In planning slowing down to understand customers, Where they are, who they are, what they buy, how they like to buy, their true buying cycle and buying processes or digging further into the results of programs to understand deeper. Or to test things now matter how time consuming it may be, testing content, messaging, versions, ads, channels, etc.For lead gen the key for me is sales/marketing alignment, if sales isn’t fully supportive then don’t do it becaise if they aren’t there to follow up on every telemarketing lead, every door opener response, support every tradeshow then don’t do it. Slow down and take the time for proper tie-off. That will slow things down inherently and reduce the quantity of your programs (so you have time to focus on quality), together with digging further into results.For marketing collateral and content preparation, it’s about slowing down to do the keyword research that goes into the piece of content, the validation of pain points with customers and sales, building a compelling storyline and hyper-segmenting your target audience. And then for the back-end, I have this mantra that I call the “last mile” checklist. If the customers or sales can’t find that piece of collateral, it doesn’t exist. The point is not to finish the piece, it’s to get it in the hands of people. So slow down and instead of moving onto the next piece immediately, make sure that one piece is found everywhere possible. Pinterest, LinkedIn, Facebook, Twitter, Chatter, external website, internal document repository, PrintOnDemandsystem, sales portals, etc.And as for social, tweeting smarter not harder, slowing down to listen, really listen, AND network with people out there, reciprocate and interact, it is called “social” media after all and connections could be made.
- A fundamental characteristic of the Slow Movement is that its momentum is maintained by individuals,who constitute the expanding global community of Slow, it’s not organized and controlled by any single organization, it’s up to all of us. And it’s not meant to be all things, it’s not to say that there isn’t a time and place for fast, and I bet you if you went to your mgt and said “I’m going to slow things down from now on” they might look at you like you’re crazy. But really, I hope this was a helpful look at our culture of marketing speed and little ways to slow it down for better results. So what should our hashtag be?