how to create a marketing plan that inspires you

Geoff McDonald @IdeasMarketing #ideaslunch

How to Create A Marketing Plan That Inspires You

It’s OK, we haven’t

started yet!

Geoff McDonald @IdeasMarketing #ideaslunch

How to Create A Marketing Plan That Inspires You

Ideas ArchitectBook Rapper

Follow conversation on Twitter: @ideasmarketing

?Geoff McDonald @IdeasMarketing #ideaslunch

Your Idea, Your Marketing PlanPart 1

Geoff McDonald @IdeasMarketing #ideaslunch

ProductService

Idea

Traditional MarketingTraditional Marketing Plans hide in drawers and computers

Idea

Product/Service

Ideas Marketing

You need an Ideas Marketing Plan!

Curves and Ladders

Geoff McDonald @IdeasMarketing #ideaslunch

Campaign

Money

Ideas People

IdeasMarketing.com.au/Webinars/

Four Types of Marketing Plans

Four Types of Marketing Plans

Filed

Four Types of Marketing Plans

Filed Visual

Four Types of Marketing Plans

Filed Visual Manifesto

Four Types of Marketing Plans

Filed Visual Manifesto

PublicPrivate

The more people use your idea the more valuable it becomes

Ideas Are Public!

Four Types of Marketing Plans

Filed Visual Manifesto

PublicPrivateClosed Open

Social Media, Social Capital, Social Business

Business is Social!

Fulfil your purpose!

ManifestoA public declaration of your Idea

?Geoff McDonald @IdeasMarketing #ideaslunch

The Manifesto ManifestoPart 2

Geoff McDonald @IdeasMarketing #ideaslunch

The Manifesto Manifesto

1000manifestos.com

1.    Manifestos are primal2.    Manifestos terminate the past3.    Manifestos create new worlds4.    Manifestos trigger communities5.    Manifestos define us6.    Manifestos antagonise others7.    Manifestos inspire being8.    Manifestos provoke action9.    Manifestos command presence

The Manifesto ManifestoIdea

1000manifestos.com

1.    Manifestos are primal2.    Manifestos terminate the past3.    Manifestos create new worlds4.    Manifestos trigger communities5.    Manifestos define us6.    Manifestos antagonise others7.    Manifestos inspire being8.    Manifestos provoke action9.    Manifestos command presence

Idea

Product/Service

Ideas Marketing

You need an Ideas Marketing Plan!

Who said this?

“...I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.”

“...I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.”

Start your Marketing Plan with a Declaration

1000manifestos.com • “JFK”

Declare Act

Question 1

Are you ready to make a declaration?

The Manifesto Manifesto

1000manifestos.com

Vision

1.    Manifestos are primal2.    Manifestos terminate the past3.    Manifestos create new worlds4.    Manifestos trigger communities5.    Manifestos define us6.    Manifestos antagonise others7.    Manifestos inspire being8.    Manifestos provoke action9.    Manifestos command presence

Typical Marketing Plans are one-way only

Future

All plans need Toward and Away From Motivations

Away Toward

Ideas Marketing Plans generate two-way energy

TowardAway

What’s Your Dream? End this, promote that.

Disrupt the Status Quo, Build Future Possibilities

Question 2

What are you ending?

Question 3

What do you want the world to be like?

The Manifesto Manifesto

1000manifestos.com

Market

1.    Manifestos are primal2.    Manifestos terminate the past3.    Manifestos create new worlds4.    Manifestos trigger communities5.    Manifestos define us6.    Manifestos antagonise others7.    Manifestos inspire being8.    Manifestos provoke action9.    Manifestos command presence

Find your Market

Traditional Marketing

To See or Speak?

Find the Market or Create the Market?

Known or unknown?

Satisfy a spoken need or one that is yet to be spoken

The need for belonging

Community Marketing

http://en.wikipedia.org/wiki/Wikipedia:Five_pillars

The Five PillarsWikipedia is an online encyclopedia. Wikipedia has a neutral point of view. Wikipedia is free content that anyone can edit and distribute. Wikipedians should interact in a respectful and civil manner. Wikipedia does not have firm rules.

What type of relationship do you want to have?

Interaction

Question 4

What sort of community are you

creating?

Traditional Marketing

Define Your Customer

Ideas Marketing : We are the customer! Define us!

Us!

1000manifestos.com •  “Apple”

We are the crazy ones!

Helen Macdonald www.OptimismZone.com

Traditional Marketing focuses on finding customers

Attract Customers

Question 5

Who are we?

Traditional Marketing

‘Them’ Are Your Customers

Ideas generate energy by having an enemy to defeat

Them!

Your enemy can be real or intangible.

Nike : Just do it!

Question 6

Who or what are you defeating?

The Manifesto Manifesto

1000manifestos.com

Results

1.    Manifestos are primal2.    Manifestos terminate the past3.    Manifestos create new worlds4.    Manifestos trigger communities5.    Manifestos define us6.    Manifestos antagonise others7.    Manifestos inspire being8.    Manifestos provoke action9.    Manifestos command presence

Traditional Marketing

What are we going to do?

The Knowing-Doing Gap is a really a Being-Doing Gap

Be • Do • Have

Being : Attitude, Philosophy, Worldview

Food, Travel, Parenting...

Being

Excellence Manifesto • ChrisCurnow.com

Being

Question 7

What way of being are you promoting?

Action fuels results

Doing

1000manifestos.com • “Repair Manifesto”

Doing

Question 8

What actions are you encouraging?

The Manifesto Manifesto

1000manifestos.com

Implement

1.    Manifestos are primal2.    Manifestos terminate the past3.    Manifestos create new worlds4.    Manifestos trigger communities5.    Manifestos define us6.    Manifestos antagonise others7.    Manifestos inspire being8.    Manifestos provoke action9.    Manifestos command presence

Build the Brand

Traditional Marketing

Build the Idea!

Build things that celebrate your idea!

Presence the Idea!

The best product you can have is a tool to build your idea

Question 9

What can you build so others can live your idea?

?Facebook.com/IdeasMarketing

What’s Next?Part 4

Geoff McDonald @IdeasMarketing #ideaslunch

Download : http://geoffmc.com/rbruQa

Read This!

IdeaAnswer this!

Geoff McDonald @IdeasMarketing #ideaslunch

❶ Are you ready to make a declaration?❷ What are you ending?❸ What do you want the world to be like?❹ What sort of community are you creating?❺ Who are we?❻ Who or what are you defeating?❼ What way of being are you promoting?❽ What actions are you encouraging?❾ What can you build so others can live your idea?

Idea

Write this!

Geoff McDonald @IdeasMarketing #ideaslunch

September 22nd 12:30-1:15pm Facebook.com/IdeasMarketing

?Next Webinar : Q & A

01

Ask your questions in advance...

?Geoff@IdeasMarketing.com.au

01

Melbourne 14 October 8:30am - 5:00pm

Workshop: How to Design, Build and Sell Your Ideas

More: IdeasMarketing.com.au/Workshops

Workshop: How to Design, Build and Sell Your Idea

$450 +GST

$270 +GST22nd September

More: IdeasMarketing.com.au/Workshops

Workshop: How to Design, Build and Sell Your Idea

$450 +GST

$270 +GST22nd September

Geoff@IdeasMarketing.com.au

IdeasMarketing.com.au/Webinars

Geoff McDonald @IdeasMarketing #ideaslunch

Do the work!