Marketing Creatively - Saul Colt

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Marketing Creatively - Saul Colt

  1. 1. ati v e ly. ing C reMa r ket ag ic e ad of M – H o m /Po w C o lt ks . c S a u l hB o o Fre s
  2. 2. A New York Times Best selling Author/Speaker once told me to lose the first two slides of my talk because no one really cares “About Me”2  
  3. 3. …and I sorta agree but it does make slide three harder to understand…3  
  4. 4. ….and that is why I LOVE women!4   4  
  5. 5. Especially from Maine!5   5  
  6. 6. 6   6  
  7. 7. So why am I here today?7   7  
  8. 8. To explain why I am awesome…8   8  
  9. 9. …and how to market creatively.9   9  
  10. 10. But First…Lesson learned from Dick Shawn.10   10  
  11. 11. OK.12   12  
  12. 12. So how do most people Market stuff nowadays?13   13  
  13. 13. 14   14  
  14. 14. 15   15  
  15. 15. 16   16  
  16. 16. ..and these all work.17   17  
  17. 17. …but they aren’t sexy or interesting.18   18  
  18. 18. 19   19  
  19. 19. 20   20  
  20. 20. ..again…21   21  
  21. 21. 22   22  
  22. 22. 23   23  
  23. 23. Not Sexy is important but it isn’t the whole picture.24   24  
  24. 24. ..and it doesn’t start conversations or build fans.25   25  
  25. 25. So for now, please forget everything you think you know about Marketing.26   26  
  26. 26. Because if you learned Marketing from someone other then me you would be taught:27   27  
  27. 27. B2B marketing is about the product and it’s features. 28  
  28. 28. B2C marketing is about the user and the emotion the product will illicit. 29  
  29. 29. That may have been true at one time but not anymore! 30  
  30. 30. 31  
  31. 31. Marketing Creatively is about the product and the emotional response to it’s features. 32  
  32. 32. 33  
  33. 33. 34  
  34. 34. Marketing needs to become more like advertising because people (in general) have short attention spans and crave entertainment.35  
  35. 35. 36  
  36. 36. Call your Cable Company and say I WANT MY MTV!37  
  37. 37. Was that Advertising or Marketing? 38  
  38. 38. Was that Advertising or Marketing? I would say both. 39  
  39. 39. One of the reasons things have changed is… 40  
  40. 40. Customer expectation aroundeverything from product design to customer service has changed and this includes how they expect to be communicated to. 41  
  41. 41. People want to be spoken to as humans and even included in the design and development process because if the communication isdone well and there is a connectionthen the customer will feel like thisProduct is for them…and just them. 42  
  42. 42. To achieve this you need to go no further then Pat Benatar.43  
  43. 43. Pat Benatar told Millions of people that Love is a Battlefield and You Belong to the Night. But she also told use to…44  
  44. 44. “Stop using Sex as a Weapon” but she never said not to Use “Creativity as A weapon” (yes I know that was a stretch but I really like PB and wanted to add her in here!)45  
  45. 45. The weapons of creativity go into the product and thepackaging (if there is any) and this is why it is so important that Marketing departments and product teams worktogether from the beginning… 46  
  46. 46. ..and tell the same story.47  
  47. 47. 48  
  48. 48. This man taughtme a whole lot of what Iknow today.On thing he used to say all the time was…. 49  
  49. 49. “People don’t like to be marketed to but they sure like to buy stuff.” 50  
  50. 50. So lets stop marketing to them! 51  
  51. 51. Everyone (and by everyone Imean people with book deals)will tell you that the secret tothis is to Listen and Engage... 52  
  52. 52. Listen and Engage... 53  
  53. 53. Listen and Engage... 54  
  54. 54. Listen and Engage... 55  
  55. 55. 56  
  56. 56. Engagement isn’t for everyone. 57  
  57. 57. Marketing Creatively is lessabout Engagement and more about the other “E” word. 58  
  58. 58. 59  
  59. 59. 60  
  60. 60. You can’t make this “ask”unless you know your customers. 61  
  61. 61. …and this is why you do Social Media… 62  
  62. 62. The more connected you arewith your customers the betteryou will know what they want… but even more important then that is… 63  
  63. 63. the more you know your customers, the more you will try to not disappoint them.64  
  64. 64. To get people to talk about your company or product/ service you need to do two things…65  
  65. 65. 1.People need to see themselves in your brand so you need to open up to them and the idea.66  
  66. 66. Live the life of your customers Fight for what the care about and be an advocate for their voice..67  
  67. 67. 2- Do interesting things.68   So they want to live your brand
  68. 68. 2- Then…do more interesting things.   It’s cool cause it folds!69  
  69. 69. SO where do you go to execute on all this new knowledge? (that I am only at best Half finished explaining)?70  
  70. 70. 71   71  
  71. 71. 72   72  
  72. 72. 73   73  
  73. 73. 74  
  74. 74. 75  
  75. 75. 76  
  76. 76. 77  
  77. 77. 78  
  78. 78. Ok.  Back  to…  79   79  
  79. 79. It isn’t the Holy Grail anymore.80   80  
  80. 80. 81  
  81. 81. 82  
  82. 82. So where should you go?83  
  83. 83. ..but you should!84  
  84. 84. Find the true niche sites that your customers are participating In. These could be: • Associations and Trade sites • C ommunity Sites • Online Forums85  
  85. 85. Because everything you do starting now should be about, and include your customers.86  
  86. 86. Remember that ”Do interesting things” slide?.87  
  87. 87. By promoting your customers you are forming a real connection and with that connection you will empower your customers to talk about your company and indirectly you have a highly passionate sales force!88  
  88. 88. Anyone Remember Stingray?89  
  89. 89. We are living in a Favor Based Economy Do favors for Customers, Partners, Friends and never stop networking...so you can call in favors to save the day!90  
  90. 90.  ”There is no reason to have a network if you are not using it.”91  
  91. 91.  ”There is no reason to have a network if you are not using it.” -Saul Colt (about a minute ago)92  
  92. 92. 93  
  93. 93. 94  
  94. 94. I want to see the term Transparency be replaced with….95  
  95. 95. It should be less about being “Internet Famous” and more about getting stuff done because if you are living in the Back Channel and having your customers do most of your promotion then it will be less about bragging and leave you with more time to focus on creating Word of Mouth opportunities.96  
  96. 96. Quick ways to start WOM conversations! • Force people to ask questions? • M ake them scratch their heads! • Try 100 things! • Its ok if no one shows up!97   97  
  97. 97. These types of activities will help build your brand and when it is all said and doneyour brand is the only thing a competitor can’t steal! 98  
  98. 98. Because marketing really has changed and if you think it is only aboutsqueezing another 1/8th of 1% to your Customer Acquisition numbers then you’re missing the point. 99  
  99. 99. So…in closing.100   100  
  100. 100. If you remember nothing else from this talk I ask you to remember these three things.101   101  
  101. 101. 102  
  102. 102. The “4 E’s” • Execute • Extraordinary • Experiences • Everyday103   103  
  103. 103. …and what exactly am I calling this new way to market to people?105   105  
  104. 104. The Aristocrats!106   106  
  105. 105. Any Questions? Contact me! @saulcolt saulcolt saulcolt saul@freshbooks.com Cell - 416-219-3259107   107  

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