marketing is everythingdownload.101com.com/rec/expo2005/pres/tami_belt... · 2005. 9. 12. ·...
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Marketing is Everything
Blue Cube Marketing
How Many of You Advertise?
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Whether or not . . .
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you pay for an ad,
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you have a fully staffed
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Marketing Department
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Marketing is everything!
Killing the Messenger
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• TIVO
• Spam Blockers
• Declining TV Viewership
•Declining Newspaper Readership
•Increased Regulations
Think Outside the Box
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• T.V.
• RADIO
• COMPUTER
• YOUR PROFESSION
Everything
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about you
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is Marketing
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Marketing is Everything
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Marketing is Everything
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Marketing is too important to be left to the
Marketing Department.- David Packard
Everyone Markets You
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• You
• Your Receptionist
• Your Sales force
• Your clients
Marketing is Personal
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It’s all about relationships
Getting Personal - Branding
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The Brand Called You
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• You do not own your brand
• Perception is reality!
Tom Peters on Branding• Branding is so bloody obvious. When one has
an “identity: . . . . life gets a lot simpler.
• Branding is simple. Branding is impossible.
• “Success means never letting the competition define you. Instead, you have to define yourself based on a point of view you care deeply about.”
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¡
Tom Peters on Branding
• “A brand reaches out with a powerful connecting experience. It’s an emotional connection point that transcends the product. … A great brand is a story that’s never completely told.”
• Branding is ultimately about nothing more (and nothing less) than heart. It’s about passion---what’s inside you, what’s inside your company.
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!
Shape the Message
• Listen to the Conversation• Shape the Experience• WOM• Stories• Create Conversations• Relationship Building
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Shape the Message
• Listen to the Conversation– Seek first to understand
• What are they saying about/to you?–Client satisfaction surveys–Ask employees on the front line–Go online
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Shape the Message
• Are you experienced?– Starbucks doesn’t sell coffee, it sells
an experience, a culture• What do client’s experience doing
business with you?
• What do employees experience working for and with you?
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Shape the Message
• WOM– Customer Evangelists
• Customer Plus Delta– Continuously gather customer feedback
• Knapsterize your Knowledge– Share your knowledge freely
• Build the Buzz– Expertly build word-of-mouth networks
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Shape the Message
• WOM– Customer Evangelists
• Create Community– Encourage communities of customers to meet
and share
• Make Bite-Size Chunks– Devise specialized, smaller offerings to get
customers to bite
• Create a Cause– Focus on making the world, or your industry,
betterBlue Cube Marketing Solutions
Shape the Message
• Share your Story– Clearly define who you are and tell the
story often
• Employees
• Web site
• Clients
• Collateral material
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Shape the Message
• Create Conversations– Be Purple
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Legalgrind.comCoffee and Counsel®
Shape the Message
• Build Relationships– Recruit Employees Everyday
• Yahoo gets millionaires to show up everyday because they believe they’re changing the world!
• Three in five employees want to work for a company whose values are consistent with their own*
• 89% want to change jobs within the next 6 years. **• 77% of employees say that a company’s commitment to
social issues are important when deciding where to work***
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* The Business Case for Social Corporate Responsibility, 3/1/04; :** monster.com;***2002 Cone Corporate Citizenship Study
Shape the Message
• Build Relationships– Community Engagement
• Increase employee satisfaction & retention• Enhanced image in the community• Increased market share• Creates a better place to live, work and do
business• More press coverage
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Case for Community Engagement• 88% of Americans believe during an economic downturn and period of tighter consumer spending, it is important for companies to continue supporting causes - up from 81% in March 2001
• 81% of Americans say that they are likely to switch brands when price and quality are equal to support a cause - up from 51% prior to September 11.
• Nearly nine in ten, 86%, agree that companies should tell them the ways in which they are supporting social issues. Highlighting American’s deep mistrust of companies today, however, an overwhelming majority say they prefer to find out about corporate activities from a third-party source, particularly the media.
(source: 2001 Cone/Roper Corporate Citizenship Study)
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How will you shape your message?
• Listen
• Create Conversations
• Be Remarkable
• Build Relationships
What’s Your Story?
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Blue Cube Marketing Solutions
Blue Cube Marketing Solutions is a marketing communications company founded to transform the way companies approach social responsibility and communication strategy.
Blue Cube Marketing Solutions is owned and operated by Tami Belt, a Las Vegas native with more than 15 years marketing experience in such diverse industries as healthcare, news media, golf and education in both the for-profit and not-for-profit sectors.
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