Marketing is consistently changing, but this presentation calls a lot of it out...

2. Who is this Guy?
Founder and Fractional CMO at Double L Brands – specializing in innovative, outside-­
the-­box methods to drive revenue & grow brands. One of those entitled Millennials that
can’t work for others, so decided to launch a marketing firm to help small to medium-­
sized businesses achieve their goals.
• Grew up working in a printing & mailing shop while going to school (small town Louisiana)
• Jumped into the publishing world for a large group (think Mad Men, in my mind, at least)
• Launched the consulting arm of a Millennial-­focused marketing research firm (fun times)
• Developed an immense frustration with the lack of integrated marketing across all mediums
• Founded Double L Brands to solve these problems and help brands grow based on their
specific problems, budgets and opportunities

3. Really, ‘Future of Marketing’?
NO… This is not a formal presentation about predictions and hypotheticals.
This is hopefully a valuable, #RealTalk conversation where we all hold hands and
skip outta here with heads full of ideas that can actually be tested soon.

4. Marketing as We Know It
Today's marketing environment is much more than logos, taglines and
posters…
Relevance and relationships have replaced reach and frequency to measure
success. Things will continue to change QUICKLY, while becoming more
complicated, tech-­driven, fragmented and fractionalized daily.

5. We’ve got Options…
• Name / Logo
• Resources, Strategy, Creative,
Trademark, URL, Color Schematic, and…
• Brand Strategy
• Why? Who are You? Who are you
Targeting? What is your Brand Persona?
How do you present that?
• Sales / Sales Collateral
• (insert all components and options here)
• Basic Website
• (insert intricacies here)
• Social Media
• (insert intricacies here)
• Event Marketing / Trade Shows
• (insert all components here)
• Traditional Media
• TV, Radio, Print, Outdoor, Direct Mail,
Trade Publications, New Things (AR).
• Channel Partnerships
• PR / Media Relations
• SEO
• Paid Search
• Content Marketing
• Video Marketing
• Paid Social Media
• Review Site Management
• Streaming Audio
• Streaming Video
• Influencer Marketing
• App Development Strategy
• Guerrilla Marketing
• Technology Stack for IT ALL
• What Else Here?

6. Here are are some of the questions we hear from all sides of the
marketing world on a daily basis (with about 20 more in between each of these)…
Client / Brand Side
• We have the marketing basics, now how and where do we maximize our small budget?
• How do I measure this fluffy marketing stuff?
• I can’t justify hiring a marketing dept. or afford an agency, do I just do it myself?
• Marketing kinda works, so we hired a person and 2 agencies, but they don’t know what
each other are doing, is that a problem?
• Is there a way to manage all this S-­E-­whatever, the ads on the Facebook, what people
are saying on the Twitter and get it all in a document I can work from ?
• How do I get on the Snapchat? My kids keep telling me I have to. (-­Industrial Sply Co.)
My Daily Q&A About Marketing

7. Here are are some of the questions we hear from all sides of the
marketing world on a daily basis (with about 20 more in between each of these)…
Vendor / Agency Side
• Our firm offers X, but clients keep asking if we can do Y, so we started offering it –
how do we price this out?
• We landed that new client so can now hire 2 more people, what do you think we
should hire?
• I’ve been providing this client all their printed collateral for years, now I’m worried
technology may enable them to bring it in-­house, what can I do?
• (sales call) Landon, I checked out Double L Brands site and really think our blah,
blah tech can help you, can we schedule a call?
“Good agencies will act like product companies, not service companies. Service
companies aspire to a happy customer and a contract renewal. Product companies
innovate quickly and offer better value with each iteration. Agencies who get the Silicon
Valley fast iteration memo will lead the next generation.”
-­ Matt Jarvis, chief strategy officer, 72andSunny
My Daily Q&A About Marketing

8. Modern Marketing Team?

9. Marketing Team Options by the #’s
Option 1 – Hire Internally
Growing business hires a marketing director and a creative director/copywriter (both
mid-­level & wearing numerous hats). They work very hard, gradually learn the
intricacies of the business, and are potentially valuable long-­term. This can be done
for $100-­$130K, which would be ~$125-­$162K after benefits and payroll.
• Related Note: 60% of millennials are open to a different job opportunity and are also the
most willing to jump to a different job opportunity (Adkins).

10. Marketing Team Options by the #’s
Option 2 – Fractional Marketing Team
Growing business hires a solid fractional marketing team which consists of 3-­5 people,
with ample experience and large networks, and that don't need to be on payroll. They
are not under corporate control like an employee, but they are accountable. This can
be done for $72-­96K.
• From Adobe’s “Work In Progress” (2016)
o 78%: % of waking hours spent actively working or thinking about work
o One-­third: Number of workers who currently hold two or more jobs
o 56%: % of U.S. office workers who predict we will have multiple jobs in the future
o 78%: % of workers who currently moonlight that report being happier and more optimistic
• Why is this relevant?
http://www.adobe.com/content/dam/acom/en/aboutadobe/pdfs/Future-­of-­Work-­2016.pdf

11. Marketing Team Options by the #’s
Option 3 – How do you find the right agency?
“Marketers, emboldened often by their own direct
relationships with the big technology companies
(fostered at vast effort and expense by the likes of
Facebook, Google, and Twitter) are beginning to
suspect that in some cases they are driving the
marketing innovation agenda, not their agencies.
The big ask for agencies is to reclaim the innovation
agenda without succumbing to the magpie-­like
pursuit of shiny new things for their own sake.”
-­ Alex Hesz, director of digital, adam&eveDDB

12. Then & Now – Integrated Mrktg 👫

13. Then & Now – Integrated Mrktg 👫
We no longer have to convey everything about our brand, pricing, location and value in
one poster… Customers will do their research on EVERYTHING, leading to more
informed decisions, on their time. This is what people in this day and age WANT!
Let’s talk through the difference in historical marketing and the current landscape…
Traditional
Marketing
Campaign Potential
2017
Version

14. Combo 1 – Direct Mail + Digital
My team recently ran a direct mail campaign in KS, an awareness campaign with a
coupon to come visit. This cost under $2,000, targeting new residents in the past 90
days, within 7 miles of the restaurant. Over the course of a month, people that brought in
these coupons spent over $7,000 in incremental $ at the restaurant.
👆👆👆 💸💸💸
That’s good for direct mail, but imagine a fully integrated approach?
• Facebook Ads (driving print messaging further + more reach)
• Local Radio Partnership (pressing them for integrated offers, too)
• Email Marketing (driving print messaging further into opted-­in customers)
• Influencer Marketing (strategically aligned, trusted, food bloggers)
• Local SEO / Review Mgmt (simultaneously push message across review platforms)
• In-­store POP Signage Leading up to This
• Skywriting the specials…
Then & Now – Integrated Mrktg 👫

15. Then & Now – Integrated Mrktg 👫
Once They’re in? Snapchat Geofilters
Overlays on Snapchat content branded to
share where you are or what you're up to,
available within a geofenced area of a
location.
Now that you’ve gotten people here,
empower them to snap their #foodie photos
or #selfies, then they can swipe to apply
your branded filter – subsequently
introducing your brand to the 10 billion+
views per day on Snapchat stories. They’re
affordable, but you'll need to hop on this
train fast.
End Result?
We reached at least 10x the people,
multiple times, driven them into our
business, and empowered them to share
their stamp of approval with 100K others…
👻 Fun Fact:
80% of Snapchatters report
using the app while in
restaurants, compared to
66% at a mall and 50% at a
gym.

16. Confused Yet?

17. The Future...
A Few Opinions
• The now accepted “marketing trends” are around the mobile takeover, the demand
of video, a shift to all user-­generated content, and a connected everything.
o Translation: No more BS, straightforward, always learning, consumer-­driven marketing,
driven by data and results.
• A continual shift from marketing that’s based on talking to the world, to
communications messages that make the world talk.
• Consulting firms keep acquiring agencies, and agencies continue expanding their
consulting offerings.
• Translation: As execution speed begins to define who wins, clients pay less for research
and strategies, and more for actual products and solutions.

18. Resources
• 25 Predictions for Marketing in 2020
• Extensive Guide to Growth Hacking
• Tools for Innovative Marketers on a Budget
• What the Hell did he Say? (ß Ask Me)
• Hire Freelancers for Projects
• A Super Awesome Content Strategy Template
• How to Step Up your Emoji Game
• Hire Fractional CMO & Marketing Team (ß My Firm)

19. Want this Presentation?
Landon@DoubleLBrands.com
***Reference slides & ask questions for FREE advice***
THANK YOU!
@LandonCLedford ‘Landon Ledford’