Published on May 8, 2009
Selling in a customer-empowered marketplace.
HALLENGE #1 Your customers are HARDER to reach.
HALLENGE #2 Your customers are using new sources for INFORMATION
WE ARE RETURNING TO AN ORAL-BASED CULTURE.
Our connections matter most.
Nothing is as effective as word of mouth.
Technology makes word of mouth easily accessible...
and very fast
Mass Audiences Opinion Leaders Early Adopters
we’re all building (and relying on) our own word of mouth networks.
HALLENGE #3 ...and there’s one more thing marketers must come to terms with...
* YOUR BRAND IS NOT MY FRIEND. (SORRY.) *Thanks to Alan Wolk for this concept.
HE MARKETER’S DILEMMA. Harder to reach. Rely on word of mouth. Not my friend.
O WHAT NOW? Focus on your customer’s EXPERIENCE online & off across the entire relationship cycle.
it costs a lot of MONEYto get one new customer to walk through the door.
but every new customer is a potential source of word of mouth so their EXPERIENCE is critically important.
Nothing undermines good marketing like a bad experience. HAPPY WIDGET
...so it’s wise to think about marketing from the BOTTOMup & INSIDEthe -OUT
despite a fragmented media environment
People Lead Integrated Lives.
OTTOM UP: KNOW YOUR CUSTOMER Government, family technology, finances Career, day-to-day, plans for the future Ambitions, goals, challenges Worries, questions, concerns, fears
NSIDE OUT: TAKE THE MARKETING CYCLE... INFORMATION CONVICTION TRIAL EVANGELISM AWARENESS E F R EA L TRI
NSIDE OUT: ...AND FLIP IT AROUND. EVANGELISM TRIAL CONVICTION INFORMATION AWARENESS E F R EA L TRI
NSIDE OUT: ALIGN EMPLOYEES Mission & Vision Value Proposition Competitive Edge Ambassadors
NSIDE OUT: ENABLE WORD OF MOUTH Tools Sound bites Platforms Dialogue
NSIDE OUT: ENCOURAGE TRIAL Make it easy people to for get their wet. feet
NSIDE OUT: DRIVE CONVICTION
NSIDE OUT: ORGANIZE YOUR INFO clean clear concise
NSIDE OUT: EXPAND INTO PAID MEDIA Be authentic. Be consistent. Be in the right place.
Three ways to increase the return on your marketing investment.
Get to know your customer very, very well.
deﬁne how you want that customer to talk about you.
expand from the inside -out building a consistent & cohesive experience. customer
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
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