Maeghan Smulders - EIA Marketing Mentor

1. S T O R I E S O N
M A R K E T I N G S T R AT E G Y
M A E G H A N S M U L D E R S
Turin, Italy
2019
@maeghansmulders

2. Hi. I’m Maeghan.
@maeghansmulders

4. @maeghansmulders

5. @maeghansmulders

6. @maeghansmulders

7. @maeghansmulders

8. @maeghansmulders
TURIN, ITALY

9. T H E U N D E R D O G : M A R K E T I N G
@maeghansmulders

10. What is your goal?
@maeghansmulders

11. What research have you done?
@maeghansmulders

12. Have you tested your theories?
@maeghansmulders

13. P R O J E C T O N E 1 2 :
@maeghansmulders
The prep work 📝

14. G O A L
“I want to partner with 10 companies in 4 months”
@maeghansmulders

15. U N I Q U E S E L L I N G P R O P O S I T I O N
“I will work for free to solve X problem you currently can’t achieve”
@maeghansmulders

16. @maeghansmulders

17. W H AT I L E A R N E D
• Understanding my customers and
where to connect with them
• Relationship type logic vs. emotional
• Market knowledge to best position self
• Communication tested and iterated
material and USP to reach my goal

18. • What are you trying to achieve? Set a goal!
• Understand your landscape - SWOT and customer needs
• Research, research, research!
• Test, record, and iterate
@maeghansmulders
S T O RY O N E : TA K E A WAY

19. Why dig into customer persons?
@maeghansmulders

20. What channels and why?
@maeghansmulders

21. @maeghansmulders
7%
8%
10%
11%
29%
35%
Build a plan that includes the right activities for your target
Content marketing
Partner marketing
Email marketing
In-product marketing
Search engine marketing
Social media
Crowdfunding
Viral marketing
Public relations
Video marketing
Relationship marketing
Thought leadership
Community marketing
Influencer marketing
Speaking
Events and trade shows
Awards & recognition
Find the right mix.
Online & Offline

22. PA S S W O R D B O X :
@maeghansmulders
Connecting customers, channels, and your product 🎉

23. @maeghansmulders

24. @maeghansmulders

25. PA S S W O R D B O X
“PasswordBox works on your phone, tablet, and computer to
remember your passwords, so you don’t have to.”
@maeghansmulders

26. T H E P R O C E S S
• Goal: Launch iOS app: build awareness
and reach 100,000 signups by June 6th.
• Research: Our competitors, timing, our
strengths and weaknesses.
• Customer: Know who they are, where they
are and how to best connect with them.
• Story: connect our messaging and
customers in the right places.
• Plan: Build a plan with various activities
that aligns with budget & assumptions.
@maeghansmulders

27. @maeghansmulders

28. • Know your customer, where they are, their journey and what is needed to
convince them to buy your product or service
• Build a story that connects people with your product
• Develop strategy: what channels, what messaging, what results will you
pursue and why
@maeghansmulders
S T O RY T W O : TA K E A WAY

29. What tools and tracking do you have in place?
@maeghansmulders

30. @maeghansmulders
Some tools could be..
Collaboration Tools:
- Trello
- Google Drive/docs/slides/spreadsheets
- Basecamp
- InVision
- Password manager (joint access to
accounts)
Automation Tools:
- Zapier
- Mailchimp
- Google UTM creator
- Hootsuite
- Hubspot
Analytic Tools:
- Google Analytics
- bit.ly
- Mixpanel
- Social channels: views, likes,
comments, shares
- Vidyard
Research:
- reallygoodemails.com
- Google Trends
- Dribble
- Crunchbase
- Google Alerts
- Competitors newsletters or
social channels

31. I N T E L
@maeghansmulders
Strategy: Learn. build. measure. repeat. #

32. @maeghansmulders

33. T H E C A M PA I G N
Focus on Multi-Factor Authentication as our
competitive differentiator.
Core Ideas:
• True Key recognizes you for what makes you
unique.
• There might be 7.4 billion people in this world,
but there’s only 1 you. You’re #1in7Billion
Created an original music video, “Nobody Else
Quite Like You”- by Rob Cantor featuring 30+
Influencers
Call to action: Share what makes you unique
@maeghansmulders

34. @maeghansmulders
Contribute content using
hashtag #1in7Billion
(CMS Moderation)
Submit videos, pictures or text
and share on social networks.
Promotional Content
for extraordinary talents.
Influencers
Contribution
New Viewer
Content
Fresh
Campaign
Content
Original
Video
T H E L I F E C Y C L E

35. Organic
Traffic
Social
Retargeting
Campaign and
Video traffic
Paid Acquisition
Both campaign &
product website
PR & Stunts
Directed to
Campaign with
product education
T H E P L A N
Campaign site
CTA: Engagement
Original Video
CTA: Learn More
Product Website
CTA: Download
Parter
Promotion
Content to
share
@maeghansmulders

36. Launch Video
• Rob’s 2 min
original
Launch Website
• www.
1in7billion.com
Influencers Post
• 1 post from
influencers
• 3 influencer
videos Post
Team Email
PR exclusive Video
Launch
Launch 2nd Video
• True Key 2 min
original Youtube
page
Paid Ads (Testing
Period)
• Trial starts, use
Youtube
statistics to
target
• Youtube
• Facebook
• Instagram
Planted Influencer
• To continue
encouragement
Blogger Outreach
• PR Team +
Influencers
iTunes Song
• Release song on
iTunes prior to
Intel Promotion
Launch 3rd Video
• Plug & Play
Paid Ads (Retargeting)
• Continued for
optimization
• Testing messaging &
content
• GOAL: Define best
target
Influencers Post
• 2nd Post from
influencers
Partner divisions push
Promotion – joint with
Password Day
• Internal media channels
PR:
- Ellen Show
- Late Night TV
- Media Password Day
Launch 4th Video
• Plug & Play
Paid Ads (Optimizing)
Continued for
optimization
• Testing messaging &
content
• GOAL: Define best
target
Planted Influencer
• To continue
encouragement
PR push for Lifestyle
outreach
- Package most unique
talents across the US
Campaign Stunt
- 1in7Billion Event
Plug & Play Contributors
for PR
- Package most unique
talents across the US
Launch 5th Video
Plug & play
Road Show Event
- Collecting more
content
- Partnership
Opportunity
Paid Ads
(optimized)
• True Key.com
Launch 6th Video
Plug & Play
- Product
Announcement &
Campaign Tie
* Product
announcement
Paid Ads (optimized)
PR Stunts
• Media Placements
• Influencers
4/11 4/25 5/6 5/20 6/3 6/24
Password
Day
T H E T I M E L I N E
@maeghansmulders

37. Program Eco-system
T H E R E S U LT S

38. @maeghansmulders
S T O RY T H R E E : TA K E A WAY
• Team input is SO IMPORTANT! Keeps everyone on same page for an
effective delivery
• Detailed plans - outlining your who, what, where, when, and why
• Test, track, repeat

39. YOLO
FALSE, YOU LIVE EVERY DAY,
YOU ONLY DIE ONCE. YODO.

40. @maeghansmulders
🙋 F I N A L T H O U G H T S …

41. PREPARATION IS KEY
@maeghansmulders

42. @maeghansmulders
A GUIDE - NOT LAW

43. TRACK EVERYTHING
@maeghansmulders

44. @maeghansmulders
TEAM WORK

45. @maeghansmulders
BE STORYTELLERS

46. You can do it!
F R A M E W O R K
Define your goal. Be SMART about it.
Understand your landscape and what makes you unique
Know your customer and where to find them
Build a message that resonates with them and is consistent
Know your customer journey and lifecycle - how far can your strategy reach
Get creative, build a detailed plan. Who are you talking to, where, when, and why do they care
Test, track, learn and GROW! 🙋
@maeghansmulders

47. @ M A E G H A N S M U L D E R S
thanks so much.
@maeghansmulders
keep in touch or feel free to send me your feedback 😊