establishing focused marketing goals - wistiafest 2015
TRANSCRIPT
@MACKFOGELSON
focused#WISTIAFEST 2015
WORKSHOP with Mack Fogelson
establishing
marketing goals
WHAT ARE YOUR VIDEOSghHELPING YOU ACCOMPLISH?
@MACKFOGELSON
@MACKFOGELSON
Oliver Emberton
The more directions you’re being pulled in, the less you’ll travel.
“ “
time to get focusedSO THAT YOU CAN PRODUCE GREAT VIDEOS
@MACKFOGELSON
that will help your company accomplish big things.
https://download.unsplash.com/photo-1421986527537-888d998adb74
@MACKFOGELSON
AND ALSO SO THAT YOU CAN ALIGN YOUR TEAMSand work toward the same overarching goals.
https://download.unsplash.com/photo-1415889678233-eb900aeee9e1
THE FOCUS CANVASghTO HELP YOU FOCUS AND STUFF
@MACKFOGELSON
@MACKFOGELSON
Your Focus Canvas
THERE ARE 8 PARTSghTO THE FOCUS CANVAS
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YOUR FOCUS CANVAS TIMEFRAME
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Refresh your Focus Canvas every three to four months.1
YOUR MEANING BEYOND MONEY
@MACKFOGELSON
Why your company exists beyond making a profit.2
WHY YOU’RE DIFFERENT
@MACKFOGELSON
These characteristics inform your value.3
THE VALUE YOUR COMPANY PROVIDES
@MACKFOGELSON
Your value must be unique to your company.4
WHAT YOU’RE TRYING TO ACCOMPLISH
@MACKFOGELSON
The business & brand goals that are part of the overarching vision.5
WHO YOUR CUSTOMERS ARE
@MACKFOGELSON
The people you’re providing value to and connecting with.6
HOW YOU’RE HELPING YOUR CUSTOMERS
@MACKFOGELSON
The questions you’re answering and the value you’re delivering.7
WHAT’S IMPORTANT NOW
@MACKFOGELSON
What you’re focusing on in the short-term to accomplish goals.8
TODAY WE WILL FOCUSghIN-DEPTH ON 3 PIECES OF THE CANVAS
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@MACKFOGELSON
YOUR MEANING BEYOND MONEY
WHAT YOU’RE GOING TO ACCOMPLISH
WHAT’S IMPORTANT NOW
2
5
8
THE ORANGE SLIDEghMEANS APPLY STUFF TO YOUR CANVAS
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OK KIDSghLET’S GET THIS PARTY STARTED
@MACKFOGELSON
YOUR FOCUS CANVAS TIMEFRAME
@MACKFOGELSON
Refresh your Focus Canvas every three to four months.1
YOUR MEANING BEYOND MONEY
@MACKFOGELSON
Why your company exists beyond making a profit.2
@MACKFOGELSON
Brian Solis
Companies with a higher purpose are more profitable than those that just think about the bottom line.
“ “
pho
@MACKFOGELSON
meaning beyond moneyThis is the stuff that earns a community, makes for happier employees, and provides a strategic advantage over your competition.
https://download.unsplash.com/photo-1431391284046-6951bdb680c9
PATAGONIA’S MEANING BEYOND MONEY
@MACKFOGELSON
is working to be a responsible company: both socially and environmentally.
OK, kidsghLET’S WATCH A VIDEO
@MACKFOGELSON
@MACKFOGELSON
GOLDIEBLOX’S MEANING BEYOND MONEY
@MACKFOGELSON
is helping girls develop an affinity for science, technology, and engineering.
OK, kidsghLET’S WATCH ANOTHER VIDEO
@MACKFOGELSON
TRAVELING VINEYARD’S MEANING BEYOND MONEY
@MACKFOGELSON
is helping people find more satisfaction in their lives.
OK, kidsghLET’S WATCH ONE MORE VIDEO
@MACKFOGELSON
https://travelingvineyard.wistia.com/medias/0qqitox1ov
YOUR MEANINGghDOESN’T HAVE TO BE A WORLDLY CAUSE
@MACKFOGELSON
MEANING RESOURCEShttp://mackwebsolutions.com/2015/04/lead-meaning-marketing/
@MACKFOGELSON
http://mackwebsolutions.com/2015/03/using-focus-build-long-term-momentum-responsive-companies/
WHY YOU’RE DIFFERENT
@MACKFOGELSON
These characteristics inform your value.3
THE VALUE YOUR COMPANY PROVIDES
@MACKFOGELSON
Your value must be unique to your company.4
VALUE & USP RESOURCES
https://strategyzer.com/value-proposition-design
@MACKFOGELSON
http://www.forbes.com/sites/theyec/2015/04/22/how-to-craft-the-ultimate-60-second-startup-pitch/
http://conversionxl.com/value-proposition-examples-how-to-create/
http://www.helpscout.net/blog/value-proposition/
NOW iT’S YOUR TURNghTO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
OK KIDSghLET’S KEEP THIS PARTY GOING
@MACKFOGELSON
WHAT YOU’RE TRYING TO ACCOMPLISH
@MACKFOGELSON
The business & brand goals that are part of the overarching vision.5
THIS IS EXACTLYghWHY GOALS ARE SO IMPORTANT
@MACKFOGELSON
CORE MEANING
DRIVES MARKETING
GOALS
@MACKFOGELSON
GOALS DETERMINE
STRATEGY THAT DRIVES
TACTICS
CORE MEANING
DRIVES MARKETING
GOALS
@MACKFOGELSON
TACTICS WORK TOWARD THE COMPANY
YOU WANT TO BECOME
GOALS DETERMINE
STRATEGY THAT DRIVES
TACTICS
CORE MEANING
DRIVES MARKETING
GOALS
@MACKFOGELSON
THERE ARE 3ghTYPES OF GOALS YOU NEED TO IDENTIFY
@MACKFOGELSON
VISIONARY GOALWHAT IS THE VISIONARY GOAL OF YOUR COMPANY?
@MACKFOGELSON
What does your company want to accomplish over the next 2-3 years?
BUSINESS GOALSWHAT ARE YOUR COMPANY’S REVENUE GOALS?
@MACKFOGELSON
What are the quantitative benchmarks your team must reach?
BRAND GOALSWHO IS THE COMPANY YOU WANT TO BECOME?
@MACKFOGELSON
What are the qualitative benchmarks for which you’re held accountable?
exercise timeLET’S WORK THROUGH SOME STUFF
@MACKFOGELSON
so that you can identify goals for your team.
pho
@MACKFOGELSON
WHERE ARE you TODAY?
pho
@MACKFOGELSON
WHERE ARE you GOING?
pho
@MACKFOGELSON
HOW WILL YOU GET THERE?
NOW iT’S YOUR TURNghTO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
WHO YOUR CUSTOMERS ARE
@MACKFOGELSON
The people you’re providing value to and connecting with.6
PERSONA RESOURCEShttp://www.amazon.com/The-Essential-Persona-Lifecycle-Building/dp/0123814189
@MACKFOGELSON
https://moz.com/blog/personas-understanding-the-person-behind-the-visit
HOW YOU’RE HELPING YOUR CUSTOMERS
@MACKFOGELSON
The questions you’re answering and the value you’re delivering.7
TOUCHPOINT RESOURCES
http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
@MACKFOGELSON
https://docs.google.com/spreadsheets/d/16JyunaF9CzTUVzXTZEMfmoFcvKVJ8v3bybJE6J8bOtM/edit#gid=702829276
WHAT’S IMPORTANT NOW
@MACKFOGELSON
What you’re focusing on in the short-term to accomplish goals.8
exercise timeLET’S WORK THROUGH SOME LISTS
@MACKFOGELSON
so that you can identify challenges and opportunities for your team.
@MACKFOGELSON
HOW THE HECKghDO I PICK WHAT’S IMPORTANT NOW?
@MACKFOGELSON
NOW iT’S YOUR TURNghTO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
@MACKFOGELSON
Your Focus Canvas
AS YOU LEAVEghBE SURE TO REMEMBER THIS STUFF
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pho
@MACKFOGELSON
IT TAKES WORK TO FOCUS
https://download.unsplash.com/photo-1426927308491-6380b6a9936f
pho
@MACKFOGELSON
STAY ALIGNED WITH GOALS
https://download.unsplash.com/uploads/14127101912749510b8ed/82743738
pho
@MACKFOGELSON
START FROM MEANING
http://jimlindlauf.areavoices.com/files/2013/03/Starting-Line.jpg
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http://mackwebsolutions.com/connectCONNECT WITH US
http://mackwebsolutions.com/wistiafest2015
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