the fine art and hard science of marketing
DESCRIPTION
The Marketing Department often gets a bad rap. We're too pushy or not pushy enough. We can't quantify how we're doing. This presentation demonstrates to business owners and marketers alike why a good marketing strategy is essential, and what tactics can be used to accomplish measurable financial & creative results.TRANSCRIPT
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Marla Schuchman www.thethreesheep.com
The Fine Art and Hard Scienceof Marketing
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Art
Sourc
e: Eri
k K
wakkel
Science
Creativity Practice Experimentation
Facts & Figures Strategic
Planning
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Marketing is reaching a relevant audience and encouraging them
totake an action that will benefit your business.
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The Worst Areaof Business?
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The Worst Areaof Business
“Everyone Hates Marketing”
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Sistine Chapel ceiling is a great marketing campaign for the Catholic Church Raises Awareness Enhances Brand Brings Organic
Traffi c
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Big Picture Perspective
+ Targeted Tactics
Holistic Marketing
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Big Picture:Know Your Audience
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Tactics: Define your audience
using research-backed personas
Determine how they can & should act to your benefit
All customer engagement is not a “like”Comments vs. Likes vs. Shares
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Big Picture:Define Your Footprint
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Reality:Marketing analytics tools
have a lot of competition. Find one that works for
you.
Assumption:Marketing is hard to quantify.
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Tactics: Results-oriented metrics - focus on
actions taken, not page views
Tools - CRM, CMS, email automation, customer support platforms, analytics
Monitor & involve other departmentsSales, Finance, Support, R&D, et al. affect and are affected by marketing efforts
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Big Picture:Embrace Creativity
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Tactics: Allow room for
creative freedom
Experiment & find inspiration
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Know Your Audience
Define Your Footprint
Embrace Creativity
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May 30th, 12:30–2:00pm@ Peninsula Technology Incubatorwww.thethreesheep.com/events
Sto
ryte
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& B
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