laura louise lyke - easa european & world chapter limited

1Peer to Peer Digital Convention | 19th-23rd October 2020

Laura Louise LykeLaura is President/CEO and sole owner of ICC International in the Smoky Mountains of Tennessee, USA. Before owning and running this global commutator manufacturing company, she obtained degrees in Psychology from McGill University in Montréal. Laura began her career in advertising, working with BBDO Worldwide and Standard Broadcasting before opening her own agency, which she operated for several years before moving to the United States. She has a passion for marketing that predates her passion for commutators and loves nothing more than to create meaningful communicationsin a wide range of venues.

Innovation

Peer to Peer Digital Convention19th - 23rd October 2020

Marketing as a Way of Thought

Le marketing comme mode

de pensée

Marketing alsDenkweis

El marketing como forma de

pensar

Marketing als een

manier van denken

Marketing als

Denkweise

Bir DüşünceBiçimi Olarak

PazarlamaМаркетинг как образ

мышления قیوستلا

ةقیرطكركفلل

Rules…

Peer to Peer Digital Convention - 19th-23rd October 2020

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What is Marketing?


5

PRODUCTS

PACKAGINGPRICING

SALES

TACTICS

PROMOTION

What is Marketing?


6

STRATEGY

This?


7

Where do we start?

• Objective• Focus of Sale• Target• Benefit• Support• Tone


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Where do we start?

• Focus your thinking and set the stage• Consider your issue/opportunity• Think about background facts• Think about existing perceptions• Look at the relationship between brand and customer

– Rational (beliefs) – Emotional (feelings)

• Competitors


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The Communication Challenge

• What are you trying to accomplish?

• How to _________________________


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ObjectiveHow do I get you guys to apply a strategic process to every piece of communication you create?

Narrow it Further

• What is the single most important thing that you are trying to communicate?


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Focus of SaleDisciplined thinking along a simple strategic framework will drive measurable improvement in communications.

Pick One Person

• Not about exclusion• You can’t be all things to all people• Avatar : who is your best customer


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Target AudienceMale, 35-65, owner/president, mechanically inclined, engineering, cars, motorcycles, marketing-schmarketing.

Customer’s Perspective

• What’s in it for me?


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BenefitBy working through a quick strategy, I can get more “bang for the buck” in my social media posts, my customer emails, my brochures, and anything we create.

Technically Speaking

• Support the Focus of Sale


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Support5-15 minutesClarity breeds actionThink about it: the best ads you have ever seen are the result of solid strategy.

More than words

• Consistency• Lingo


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ToneStraightforwardCredibleOpen to discussion

POSITIONING

The single most important thing.The unique compelling benefit.

___________________________ IS THE BRAND THAT ______________________________________________.


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Marketing is MESSAGE

• Tell a story• Relate• Pull, don’t push

• Antarctic Mike


17

Who doyou want

to beand why?

• ICC– Leadership

– Resource– Sharing Info


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Keeping it simple

• Short and direct• Easily applicable• Good starting point


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Thank You

Innovation

End of this session

15mn Q&A and Workshop with the participantsq Do you have Quick questions ?

q Suggestions, Experiences, Infos, Best Practices you want to share with the participants?

q New Meeting / Workshops on that topic or around that topic?

q Possible Projects with EASA members?

q Dedicated Working Group?

q Potential Training Courses?

q Others? 22

See you at the next Peer to Peer conferences• Monday the 19th of October:

– 14h30-15h30: KEEP CONQUERING, Navigating Change, Chaos and Crises, presented by Antarctic Mike & Laura Lyke, ICC International, USA

• Tuesday the 20th of October:– 9h30-10h30: How megatrends and Covid-19 will change our ways of working, presented by Edwin den Breejen,

Bakker Repair, The Netherlands– 14h30-15h30:The Lean Journey for Mechanical Electrical Services company - Case Study of Central

Group, presented by Shaun Sutton - Central Group, UK

• Wednesday the 21st of October:– 9h30-10h30: Diversifying your business from traditional Workshop Services to Drive Train Services, presented by

Derry Sheehan - Avonmore, Ireland – 14h30-15h30:Final testing procedure after repair of electric motors, presented by Christian Volgelsang, Vogelsang

Elektromotoren GmbH, Germany• Thursday the 22nd of October:

– 9h30-10h30: Additive manufacturing: a real opportunity for my business.Examples in the Turbocharging and Petrochemical industries, presented by Paul Guillaumot, SP3D, France & Singapore

– 14h30-15h30:Marketing as a Way of Thought, presented by Laura Lyke, ICC International, USA

• Friday the 23rd of October:– 9h30 to 10h30: How Big Data, IoT and AI will change/impact motor winding in all motor workshops and in the coil

production industry, presented by Çağdaş Kanal, Fenixta Machinery, Turkey– 14h30-15h30: Apprenticeship in our industry: the German example, presented by Mathis Menzel - Menzel

Elektromotoren, Germany


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laura louise lyke - easa european & world chapter limited

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