17-Step Process Analysis of marketing firm ZagMana, according to Marty Neumeier and his book, Zag.

1. ZAGMANA
™
A presentation by Jay Robinson

2. Applying Marty
Neumeier’s 17-Step
Process to marketing
firm ZagMana.*
Source: Neumeier, M. (2007) ZAG. New Riders Berkeley, CA. * 15 of 17 steps fulfilled per assignment guidelines

3. ZagMana is the Hawai‘ian based
marketing firm founded by Rob
Mora and Sam Custin.

4. 1. Who are you?
ZagMana has helped Red Bull and
Azhiaziam with their marketing in
Hawai‘i since 2007.
ZagMana’s passion is connecting
with young adults and opening up
new marketing opportunities.

5. 1a. Write your future obituary
This morning ZagMana was laid to rest in the Hawai‘ian
islands in which it was created. The popular marketing
firm founded by Rob Mora and Sam Custin had helped
hundreds of brands connect with people in creative
and innovative ways for 25 years.
ZagMana was noted for pioneering ways in which to
introduce young people and young markets to client’s
products. ZagMana was always quick to add that they
would not represent a product for which they do not
have a passion. ZagMana started small and mobile.
Their services were well respected in the Hawai‘ian
market, but business thrived and ZagMana eventually
grew into the famed global marketing giant.

6. 2. What do you do?
Marketing, event planning,
logistics for Red Bull and
Azhiaziam.
2a. State your purpose
To surprise and delight clients and
create new customers in untapped
markets.

7. 3. What’s your vision?
ZagMana aspires to build a house
of brands. And eventually to do
marketing for many companies all
over the world.

8. 4. What wave are you riding?
New, young, creative ways of
marketing. Hip companies.

9. 4a. Make a list of trends that will power your success
youth
local culture
honesty
experience
creativity
technology
social networks

10. 5. Who shares the brandscape?
In Hawai‘i, The Brand Strategy
Group is a competitor.
Other competition includes local
marketing firms, corporate
marketing departments, and
traditional advertising channels.

11. 6. What makes you the “only”?
The only marketing firm run by
two young, hip, connected dudes
in the islands of Hawai‘i.
Da Haole Da Local

12. 6. What makes you the “only”?
What The only marketing firm ...
... that is not afraid to challenge tradition with
How powerfully creative marketing ...
... for companies that would like to establish
Who themselves or increase their presence ...
Where ... in the islands of Hawai‘i ...
... in order to connect to new customers and new
Why markets ...
When ... in an era of traditional marketing techniques.

13. 7. What should you add or subtract?
ZagMana is in its formative years.
As such, what to add or subtract
cannot yet be determined.

14. 8. Who loves you?
Red Bull North America, Hawai‘i
market.

15. 9. Who’s the enemy?
Competition includes marketing
firms, corporate marketing
departments, and traditional
advertising channels.

16. 10. What do they call you?

17. 10. What do they call you?
ZAGMANA
™

18. 10. What do they call you?
ZAGMANA
™

19. 10. What do they call you?
ZAGMANA
™

20. ZAGMANA
™

21. 11. How do you explain yourself?
ZagMana is powerfully creative
marketing.

22. 11a. Craft a trueline that tells why your brand is compelling
Trueline: When everybody zigs,
ZagMana.
Tagline: Powerfully creative
marketing

23. 12. How do you spread the word?
ZagMana is represented on
Myspace, Facebook, Friendster,
YouTube, Twitter, and many other
social networks.
ZagMana.com hopes to keep
potential clients informed and
help spread the word of mouth.

24. 13. How do people engage with you?
ZagMana engages with its clients
personally, creating a strong
relationship where creativity
flourishes.
ZagMana is also active in
cyberspace. People can friend
ZagMana, or interact with a
Facebook app.

25. 14. What do they experience?
ZagMana aims to build
relationships with customers,
clients and the public through
engaging events and by creating
radically different marketing
strategies.

26. 15. How do you earn their loyalty?
ZagMana is accountable, reliable,
responsible. ZagMana builds trust
with its clients.

27. 16. How do you extend your success?
X

28. 17. How do you protect your portfolio?
$
$
X

29. For more information,
visit ZagMana.com.
This has been a presentation by Jay Robinson.