This document discusses the importance of strategic thinking for marketing campaigns. It outlines that the first steps are to understand the real client needs, understand the consumer, and understand the available tools. Content should then be created to achieve awareness, understanding, and meaning for the consumer. Potential issues should be planned for before launch. Ongoing attention is also needed as the market changes. The overall message is that good intentions require strategic planning to connect intentions with successful outcomes.
Meanwhile, “the Internet” is the unmarried maximum essential issue that has been converting all techniques and approaches to steer an easy existence way.
Do you suspect ever that the range of net customers is growing daily with the aid of using a day? Is it viable to prevent the increase?
Now, the maximum of the time in a day, humans live on-line for numerous purposes.
Just now, when you have an enterprise which you choose to sell to the goal audience, you then definitively don’t want to attain them physically.
You can attain them virtually, for that, you want to have a web reference to technological gadgets like computers, cell phones, tablets, etc.
Journey Mapping for Marketers & Makers by Caitlin Vlastakis Smithcaitvsmith
Journey mapping is a strategic activity designed to bring teams together to create intentional human-centered products, services and experiences. Journey mapping is a design thinking tool, but it's not just for designers. Cait developed this presentation to guide marketers, business people and creatives who care about meeting and exceeding customer expectations through the step-by-step process of collaborative journey mapping.
This presentation was developed and presented by Caitlin Vlastakis Smith at the Triangle Marketing Club in Raleigh, NC in March 2017.
More presentations by Caitlin Vlastakis Smith here:
https://www.caitvsmith.com/publications-speaking/
Better agency coordination.
More effective marketing communications.
Lower marketing costs.
Better cross department cooperation.
Get up to speed with connection planning with this connection plan for Christmas. By Comms With A Plan.
Nonprofits spend considerable time reaching out to supporters via Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the time and cost. And it can seem like a daunting task to put together an effective strategy for collecting and analyzing data about your social-media efforts. Beth Kanter shares tips for how to measure your social media efforts.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Meanwhile, “the Internet” is the unmarried maximum essential issue that has been converting all techniques and approaches to steer an easy existence way.
Do you suspect ever that the range of net customers is growing daily with the aid of using a day? Is it viable to prevent the increase?
Now, the maximum of the time in a day, humans live on-line for numerous purposes.
Just now, when you have an enterprise which you choose to sell to the goal audience, you then definitively don’t want to attain them physically.
You can attain them virtually, for that, you want to have a web reference to technological gadgets like computers, cell phones, tablets, etc.
Journey Mapping for Marketers & Makers by Caitlin Vlastakis Smithcaitvsmith
Journey mapping is a strategic activity designed to bring teams together to create intentional human-centered products, services and experiences. Journey mapping is a design thinking tool, but it's not just for designers. Cait developed this presentation to guide marketers, business people and creatives who care about meeting and exceeding customer expectations through the step-by-step process of collaborative journey mapping.
This presentation was developed and presented by Caitlin Vlastakis Smith at the Triangle Marketing Club in Raleigh, NC in March 2017.
More presentations by Caitlin Vlastakis Smith here:
https://www.caitvsmith.com/publications-speaking/
Better agency coordination.
More effective marketing communications.
Lower marketing costs.
Better cross department cooperation.
Get up to speed with connection planning with this connection plan for Christmas. By Comms With A Plan.
Nonprofits spend considerable time reaching out to supporters via Twitter, Facebook, and other social networks. But most groups aren’t properly measuring whether these efforts are worth the time and cost. And it can seem like a daunting task to put together an effective strategy for collecting and analyzing data about your social-media efforts. Beth Kanter shares tips for how to measure your social media efforts.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Put your social media, website and newsletters on fire with these 12 emotion-loaded content ideas.
A firecracker without a match to set it off isn’t going to make much of an impact. A good product or service without an emotion-evoking message isn’t going to be all that persuasive.
In this deck Philippe looks at 12 emotions that will make your messages explode with persuasiveness.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
The Rules of Engagement: How to leverage social media to grow your businessTrish Saemann
A presentation was given to femfessionals/Charlotte. An overview on effectively using social media to increase brand visibility, lead generation and how to position YOU as an expert in your field.
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it’s important to the audience, serving as a guide for the creation of new materials. It seems simple. Yet developing an effective creative brief is far more difficult that it may first seem. Learn more about the creative brief and download our free creative map template for 11 critical questions to help you craft a killer creative roadmap.
To drive change, you need a conversation manager. Someone who integrates word-of-mouth in everything you do. The personality of the conversation manager is key to success, more than his skills.
The kind of ads that can make your targeted consumers salivate and dream of taking a bite of your food product right away.
Just creating a digital ad to sell your product is not enough anymore.
When an average internet user is served over 1700 digital banner ads per month, the task of grabbing people’s attention and leaving an impression on them becomes highly tough.
How does a food brand hope to get noticed in an environment like that?
What if you’re a new business? How do you hope to compete with other existing products and brands? Many new food businesses find themselves struggling in this sea of cut-throat digital competition to get heard, seen and loved.
Official Rules Of Social Media MeasurementMatt Granfield
A short presentation detailing how advertising, PR and Digital campaigns have traditionally been measured and how you can apply similar metrics to social media.
Welcome To The Future Of Work - Hybrid Work Danny Denhard
2021 is going to reshape business more than any other year in history, here are predictions of what the future of work will look like, why work from anywhere is going to the major trend for years to come and why brands need to connect physical and mental health. Be inspired by the future work co and their approach to work & find out the software of the future
Put your social media, website and newsletters on fire with these 12 emotion-loaded content ideas.
A firecracker without a match to set it off isn’t going to make much of an impact. A good product or service without an emotion-evoking message isn’t going to be all that persuasive.
In this deck Philippe looks at 12 emotions that will make your messages explode with persuasiveness.
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
The Rules of Engagement: How to leverage social media to grow your businessTrish Saemann
A presentation was given to femfessionals/Charlotte. An overview on effectively using social media to increase brand visibility, lead generation and how to position YOU as an expert in your field.
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it’s important to the audience, serving as a guide for the creation of new materials. It seems simple. Yet developing an effective creative brief is far more difficult that it may first seem. Learn more about the creative brief and download our free creative map template for 11 critical questions to help you craft a killer creative roadmap.
To drive change, you need a conversation manager. Someone who integrates word-of-mouth in everything you do. The personality of the conversation manager is key to success, more than his skills.
The kind of ads that can make your targeted consumers salivate and dream of taking a bite of your food product right away.
Just creating a digital ad to sell your product is not enough anymore.
When an average internet user is served over 1700 digital banner ads per month, the task of grabbing people’s attention and leaving an impression on them becomes highly tough.
How does a food brand hope to get noticed in an environment like that?
What if you’re a new business? How do you hope to compete with other existing products and brands? Many new food businesses find themselves struggling in this sea of cut-throat digital competition to get heard, seen and loved.
Official Rules Of Social Media MeasurementMatt Granfield
A short presentation detailing how advertising, PR and Digital campaigns have traditionally been measured and how you can apply similar metrics to social media.
Welcome To The Future Of Work - Hybrid Work Danny Denhard
2021 is going to reshape business more than any other year in history, here are predictions of what the future of work will look like, why work from anywhere is going to the major trend for years to come and why brands need to connect physical and mental health. Be inspired by the future work co and their approach to work & find out the software of the future
Achieve competitive advantage through innovative process managementAconex
Hensel Phelps talks about how up front planning, efficient process management and the right tools lead to successful projects. Learn how Hensel Phelps implemented a digital platform which resulted in smooth handover, a 30% reduction in time compiling O&M manuals, and saw post- handover calls reduced to almost zero.
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Get Scrappy: A (Small) Business Owner's Guide to Marketing on LessMichelle Fitzgerald
Get Scrappy is a pared down, practical guide about how to incorporate marketing into the heart of any business plan.
Packed with expertise from Fortune 500 marketers and SMB consultants, Get Scrappy provides real-life examples on how organizations, even those on less time and money, can make seemingly tactical objectives become strategic initiatives that generate results.
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7 P's of Digital Pharma Marketing by Tughan DemirbilekTughan Demirbilek
About the 7 P’s of Digital Pharma Marketing
The 7P’s of Digital Pharma Marketing is a summary of some important things I’ve learned over years in practice. I hope you find them useful. Please feel free to share with others and contribute your own learnings and experiences.
About me
I am a designer, a strategist and a marketeer.
I’ve been in pharma marketing for over 15 years and have been working on digital marketing projects for over 10.
I’ve worked for Pfizer, IMS Health, Herbalife and BMS in local and regional roles.
I studied architecture in Istanbul and business in London, and I reinvent my career every ten years.
PS: The 7P’s originally started as a training slide set of 5 topics and evolved to 7 over time. And yes, 7P’s is probably easier to remember than 4P’s 2T’s and 1S or something like that.
You may email me at tughan777@gmail.com or follow me on Twitter @tughan777
This is the hottest ad sales seminar around and has been for years ...targeted to magazine executives....FOLIO, the CRMA, hundreds of publishers sales meetings and ad sales conferance
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London in Prague event at which John Griffiths presented a technique for creating insights without doign research first, a tool for crowdsourcing the interent to learn about new markets. With several other communications planning tools
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Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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3. everything with purpose
“The road to hell is paved with good intentions.”
- Proverb
Good intentions. Great thinking creates good intentions.
We plan strategically to connect intentions and outcomes,
and not have them be random.
4. everything with purpose
“Look before you leap.”
- Chris likes proverbs
I like proverbs. I like when someone takes a concept and expresses it in the most efficient way possible.
5. everything with purpose
I want you to take away 3 things
from this presentation
There we go. Something more measurable. This is my good intention for you.
6. everything with purpose
Understand Strategies
Go beyond what to do and own “why we do this”
Knowing what strategy to use is not enough.
Understanding why and how to use a strategy will
create a powerful plan.
7. everything with purpose
Understand Strategies
Go beyond what to do and own “why we do this”
Understand Value
Developing a strategy costs time.
And money. And energy.
Not having one costs more.
If we know that doing something one way will cost us way more time and money in the long run, we often will regroup and plan things out better.
Having a bad experience with a client and their social media identity can be like fighting with your synchronized swimming partner.
8. everything with purpose
Understand Strategies
Go beyond what to do and own “why we do this”
Understand Value
Developing a strategy costs time.
And money. And energy.
Not having one costs more.
Understand Yourself
Know what you’re good at.
And what you’re not good at.
And when to get assistance.
We are not born being great at anything. Some things take time, others take hiring someone else. We are going work through a
scenario today that hopefully will shine some light on how you each approach strategic thinking and social media.
9. everything with purpose
Do Marketing Campaigns Dream?
I have no idea if they do, but the people who create marketing campaigns do when they eventually get
sleep. Producers of marketing campaigns, social media strategies, and brand identities want the best for
the ideas and the executions of these ideas.
What they dream about I like to call the ‘abilities
10. everything with purpose
The Abilities
Stability
Sustainability
Scaleability
These are the abilities that we all want to see from our ideas.
Stability, Sustainability and Scaleability.
11. everything with purpose
The Abilities
Stability - will it work
Sustainability
Scaleability
Is your idea actually going to fly? Is it interesting? Do people get it? Will people care?
12. everything with purpose
The Abilities
Stability - will it work
Sustainability - will it last
Scaleability
Everything has a shelf life. Brands can last for decades, campaigns for years
sometimes, and fame for at least 15 minutes if we’re lucky.
Is your idea going to last as long as you want it to?
13. everything with purpose
The Abilities
Stability - will it work
Sustainability - will it last
Scaleability - will it grow
Some can argue that if something isn’t growing, it’s dying. By nature, marketing campaigns don’t tend to last.
They either get forgotten, or they gain market share. A campaign that can expand and evolve is extremely
valuable.
14. everything with purpose
At Momentum we make the abilities a reality by
breathing the same mantra into everything we do.
To make things as clear as possible for both our
clients, and our internal work at Momentum,
we defined a clear mantra to work by.
16. everything with purpose
Establish
Awareness
Understanding Meaning
This is what most marketing campaigns strive to do. Make consumers pay attention.
But this can be really challenging, depending on how many distractions stand between
your message and the person you’re trying to reach.
17. everything with purpose
Awareness
Create
Understanding
Meaning
A good marketer makes information make sense to everyone they’re trying to reach.
A good marketer makes content as clear as possible for the lowest common denominator, without insulting their more
astute audience. Understanding both the average comprehension level of your consumers as well as the most effective
tonality for your message is extremely important.
18. everything with purpose
Awareness Understanding
Nurture
Meaning
This is the hardest one to make happen. Making something meaningful to someone else is more often than not, a
selfless act. For a brand it means letting go of the reason they love their own product or service and inspire people to
be proud of the reasons THEY love it. This comes from understanding the consumer, their behaviour, and the overall
climate of the market you’re in. This is the tone that you set for your messaging.
19. everything with purpose
Awareness Understanding Meaning
When a marketing campaign can achieve all of these, success comes naturally.
When one or more is missing, ideas fall short. Campaigns flop. The target
audience hates It. Or worse, they don’t even notice it.
20. everything with purpose
Ok, so where do we start?
We’ve covered what you can get out of this. The goals of stategy, the abilities and an approach to
strategy, Awareness, Understanding, & Meaning. Now lets explore the client.
21. everything with purpose
LOVE ME- Perceived Client Need
This is what our clients want to say to their potential clients. This is not strategy. This is creepy.
22. everything with purpose
ENGAGE WITH OUR BRAND
BUY OUR STUFF
TELL YOUR FRIEND- Actual Client Need
Now this is tangible. This is realistic. We can actually succeed or fail at these goals.
Identifying the actual client need is the first step to developing a strategy.
24. everything with purpose
Understanding
The Consumer
Filters
We either let information in or we don’t.
This is from a combination of interest,
comprehension, and overall loudness of the
information in question.
25. everything with purpose
Understanding
The Consumer
Filters
Distractions
Assuming we are focused on the consumer who has filtered the content in, the next
consideration is distractions. These are the things that can take the attention of the
consumer you are trying to connect with. These are in the form of other marketing efforts,
personal relationships, and the noise level of society.
26. everything with purpose
Understanding
The Consumer
Filters
Distractions
Engagement
Threshold
Even a connected consumer has a breaking point.
The engagement threshold of the consumer is very important to be aware of in any strategic plan.
Too little or too much content will disengage the consumer. The challenging thing is the threshold range changes and
figuring it out is trial and error most of the time. This is why watching how consumers respond to content is valuable.
27. everything with purpose
Understanding The Tools
Once we have a solid understanding of how consumers think and act,
we get into the arsenal of tools we get to use to reach and connect with them.
28. everything with purpose
“Take this hammer and make me a pie.”
- Your Client
Every person in this room has received
a variation of this. You have the wrong
tool for the task at hand.
29. everything with purpose
The biggest challenge with social
media marketing and strategy is that
the tools all sort of look the same.
30. everything with purpose
The creators of these tools tell us all of these numbers matter. And the client goals have become driven by how
these tools work and less by the goals they would have if they were in a room with these people and not
distracted by the digital.
31. everything with purpose
Plan for disaster, then dress for dinner.
We throw parties and we hope for 75% of the invitees to show up. We send direct mail and hope 3% of it gets open. We create banner
campaigns and high five our media companies when we receive a 6.5% click through rate. How about if no one comes, or if someone
writes a scathing letter about your environmentally irresponsible DM campaign?
32. everything with purpose
I don’t have all day.
- You
Applying methodology to content creation and management takes time, and effort. It may seem
daunting, but I assure you nothing takes more time and effort than cleaning up a failed social
presence. Besides, as with anything, the more you do it, the better you get at it.
33. everything with purpose
Establish
Awareness
Create
Understanding
Nurture
Meaning
Take a moment and think about a current project you’re on.
Do all of its various elements, ideas and actions achieve this trifecta?
Whatever the industry, whoever the consumer – if you want a project to
succeed, you need these three elements present. Every single time.
34. everything with purpose
Let’s do this.
I have handed out cards that represent the stages of a
well strategically thought through campaign.
Let’s work together to find the order that they need to go in to work.
35. everything with purpose
Client Profile
Local restaurant.
Great menu
Live music weekly
Cool atmosphere.
On a street that is one block away in
three directions from their desired consumers.
Here is the client profile. At this point we can start the process.
You all have the tools to get this going. What is the first step?
** Confirm Real Client Need**
36. everything with purpose
Confirm The Real Client Need
Refresh the tired brand identity
Become a destination restaurant
Become top of mind for locals
Sell more food/drinks
Must not cost a fortune
Once we pass the “love me love me” stage,
we get down to some tangible goals we can actually work towards.
Now where do we go from here?
** Understand The Consumer**
37. everything with purpose
Understand The Consumer
Seek genuine & local experiences
Will pay for quality
Aspire to be cool & original
Regular contact is positively received
Identifying the filters, distractions, and engagement threshold of this consumer
will give a clear picture of how to approach them. Now what?
**Understand The Tools**
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Understand The Tools
Facebook
Vimeo
Menu
Website
Street Postering Campaign
A strategy starts coming together once we have pulled these pieces together. At this point we would start actually generating content.
This could be design, copywriting, storyboards, or a promotional strategy.
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Don’t lose the forest for thetrees
Once you have established a solid strategy, and it’s time to create content, our biggest challenge is staying organized so our
planning is executed to match our intentions. Having to compromise because we didn’t plan thoroughly is frustrating.
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Awareness Understanding Meaning
As you are creating this content we are needing to constantly think about the trifecta
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Establish Awareness
You’re not going to talk to your audience on Pinterest if they’re not actually on there.
If establishing awareness is important, what question should we be asking?
**Will the consumers take notice?**
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Establish Awareness
Create Understanding
If your message isn’t clear, your audience won’t know what to do with it.
What question do you have to ask?
**Does the content make sense to your audience?**
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Establish Awareness
Create Understanding
Nurture Meaning
I know “meaning” is a little conceptual. You can picture the philosophers staring at Facebook screaming
WHAT DOES IT ALL MEAN? This is not what I am thinking here. Anyone see a question we would actually
want to ask to confirm we are nurturing meaning?
**Does the content matter to this consumer?**
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Ok, so now I have this epic
content made for tools that our
customers love more than butter.
Now what?
This is a great place to be.
You’ve got a calendar full of engaging content that establishes and supports
all brand goals. Mission accomplished? Not quite yet.
**Establish plan for worst case scenarios before launching**
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Disaster Planning (whatifs)
Bad Press
Consumer Complaints
Supply Challenges
Human Error
Poor Response
If you don’t have even a glimmer of answer for any of these things,
you have not thought things through enough.
A lot of factors can threaten a campaign, and it’s your job to research and
discuss up front with your client what those threats might be.
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Then pay attention.
Social media changes as fast as we can push it around.
Consumer interest changes, more interesting and pressing things
come up, other brands get noisy.
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“The road to hell is paved with good intentions.”
- Proverb
We create these magnificent intentions for our ideas. We are not always correct. We mean well.
Our clients pay us because they have faith in our ability to succeed and help grow their business.
We simply need to be mindful that intentions without planning is just dreaming. Strategic thinking is the best way to
see an intention or idea become a successful reality.