keynote: the marketer's edge
TRANSCRIPT
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We all want to grow our businesses
and our reach.
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We’re wasting precious time exploring a world of options.
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✓ Most ideas are additive✓ Every idea is a “good” idea✓ Meetings lead to more meetings✓ Analysis paralysis / demotivation
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Print is an opportunity like never before.
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BEST NEXT MOVE
As marketers, we don’t need more ideas.
WE NEED TO KNOW OUR
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STOP PLAYING BATTLESHIP.
START PLAYING BLACKJACK.
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Beat the dealer without going over 21
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DEALER UP: 4 YOUR HAND: 12
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TAKE A CARD?DEALER UP: 4 YOUR HAND: 12
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HOUSE EDGE
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DEALER UP: 4 YOUR HAND: 12
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Basic Strategy Says: STAND
DEALER: 40% BUST RATE
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HOUSE EDGE
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I like this optimal move idea!
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There are distinct parallels between Blackjack moves and
the moves we make in business.
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Stay the course
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Provokeaction
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Go“all-in”
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Hedge your bet
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What if there was a “Basic Strategy Table”
for business?
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This Matrix helps you determine which move
you are in the position make.
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To Hit means you’re willing to make a move and take some risk to better your position.
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The Matrix is designed to help you make
strategic moves, faster.
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Think of every business decision as “cards in-hand.”
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Do you like this hand,or do you want to change
your situation?
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DANYL BOSOMWORTH / i-to-i TRAVEL & TOURISM
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3% conversion rate
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How do we improve conversion
rates?
Add a teach and travel “lite”
experience
Go to college fairs
Develop amobile app
Make cool movies about
teach and travelReassess
SEOSend a surveyor focus group the offerings
Buy more ads
Increase content marketing and social media
Partner with a popular brandor influencers
Create lead toolsand automate
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“Where are we doing well?”
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Do you like adventurous food?
Have you taken the TEFL exam?Have you traveled outside the United States?
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Aspiration = Buying Intent
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11xMORE LIKELY TO COMPLETE 3 LEAD TOOLS
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Most Likely to Close (+4)Least Likely to Close (-5)
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Let’s get inside Danyl’s brain
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Double Down is a high risk “all-in” move that is used in situations of confidence, or desperation.
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Target Audience
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Target Audience NEW Target Audience
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How do we reach this new
customer?
Create a new division
Increase advertising
spend
Develop amobile app
Cruises!
Partner-upwith AARP
Add new concierge services
Add new travelpackages
Increase content marketing and social media
Revert to traditional media
Overhaul marketing strategy
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Dan started marketing to attitudes.
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To stand is do more of what you’re currently doing, or to consciously choose inaction.
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IN 3 YEARS, DAN GREW THE PROGRAM BY
AND GREW ANNUAL REVENUE FROM
30%
$2MM to $6MM
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The RIGHT DATA will point you to the right decisions.
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Data gives us the confidence to make a move.
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You can play an emotional game,or a strategic one.
In business, and in Blackjack:
(Hint: strategy wins)
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Card counters keep a running score:
2 – 6 = +1 7 – 9 = 0 10 – Ace = -1
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Card counters keep a running score:
+1
RUNNING SCORE: 1
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Card counters keep a running score:
+1
RUNNING SCORE:
-1
0
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Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1
1
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Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0
1
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Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1
0
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Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
1
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Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
2
+1
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Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1+1
3
+1
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PLAYER’S EDGE
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BASIC STRATEGY + CARD COUNTING =
THE Player’s EDGE
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Card counters know when the odds are in their favor,
and when they’re not.
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The DATA tells them which move to make.
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In business, the right data willsupport your decisions,
save time and reduce risk.
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THE MATRIX + THE RIGHT DATA =
YOUR EDGE
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How do we do it?
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Think like a
CARD COUNTER
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✓ 1.6M+ YouTube views✓ 20,000 loyal subscribers✓ Adding products and services✓ Being helpful, building relationships
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GROWTH = FLAT
✓ 1.6M+ YouTube views✓ 20,000 loyal subscribers✓ Adding products and services✓ Being helpful, building relationships
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WHAT ARE THEY DOING RIGHT?
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IT’S NOT JUST KNOWING THE MOVES.
IT’S KNOWING WHENTO USE THEM.
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✓ Focus on what they have in-hand✓ Always have strategy in mind✓ Use data (not emotion) to drive action
CARD COUNTERS:
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To get the right data:
ASK THE RIGHT QUESTIONS
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BRIAN BENSON / BENSON INTEGRATED MARKETING
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~$6MM
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“How can we make our CUSTOMERSlook like HEROES in their organizations?”
Brian asked:
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He sent a monthly customer survey
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What are you struggling with in your organization?
What would make your job easier?
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What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take 6–12 weeks to produce?”
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What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take 6–12 weeks to produce?”
“Branded apparel is killing us!”
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SIGNS IN 2 WEEKS!
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Brian had a decision to make.
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Opportunity: Multifamily Real Estate
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Again, Brian analyzed the situation.
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NEXT: Banking Industry?
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To Split is to recognize two good opportunities, and to play two separate hands with a dual focus.
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Brian didn’t need to Split.He already had a winning hand.
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ON PACE TO HIT
$50MM in 2018
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Brian chose to:
by disrupting new markets
on the multi-family real estate market
on the market they know best
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Brian asked the right questions, and got powerful information in return.
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IT’S ALWAYS ABOUT THEM.IT’S NEVER ABOUT YOU.
When it comes to asking questions:
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Instead of asking more questions to gather more data, ask
ONE IRRESISTIBLE QUESTIONto unearth actionable insights.
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Irresistible questions inspire PASSIONATE REACTIONSthat deliver unexpected, but
exponentially valuable, insights.
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Valuable insights informyour BEST NEXT MOVE and give you a competitive edge.
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Think like a
CARD COUNTER
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Card counters rely on constant feedback
to fuel the best next move.
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CONSTANT FEEDBACK FUELS
BETTER BUSINESSDECISIONS
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CRAIG COFFEY / LINCOLN ELECTRIC
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Seek constant feedback,both active/reported and behavioral.
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300+ Marketing-Qualified Leads (MQLs)20+ Sales Accepted Leads (SALs)
10+ Quotes
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. . . and addressed“The other 97%”
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Craig chose to:
with dual-marketing strategies
first-to-market educating the category
on their traditional marketing model
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Constant feedback will fuel your best next move.
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Card counters cannot break their concentration.
Distraction leads to failure.
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They can only focus on thehand they’re dealt.
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Card counters trust in the long game.
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Focus inward and find the power in
WHAT YOU ALREADY HAVE
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DR. DUSTIN BURLESON / BURLESON ORTHODONTICS
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With helpful lead tools and a laser-focus on timely follow-up and follow-through, he started winning.
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85%
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The quiz made it easyto let the least-compatible
customers go.
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TOP IN NORTH AMERICA1%
7,500 active patients4 locations
$4+ million in revenue
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Dr. Burleson chose to:
by using technology to extend his reach in a hyperlocal market
by letting customers walk away
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Dr. Burleson focused-in onproviding the best service to his
existing customers.
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Focus inward and find the power in
WHAT YOU ALREADY HAVE
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What about Foldfactory?
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FOCUS: B2B
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FOCUS: B2B
GROWTH = FLAT
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What am I willing to do with my business?
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“Where are we doing well?”
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✓ 60,000 views ✓ 115,000 impressions per month
GROWTH: B2C
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We’ve chosen to:
our B2B and B2C opportunities
on Foldfactory’s B2B offerings
B2C market with Foldfactory Craft
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✓ Play a strategic game, not an emotional one✓ Ask the right questions to get the right data✓ Focus inward and find power in what you have✓ Let the data tell you the best next move
GET YOUR EDGE
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THINK LIKE A CARD COUNTER
To find your edge and make your best next move: