1. T ARGETS
Branding
Offerings
Market Groups
Intersections
Campaigns
BACKWARDS BLUEPRINT
CAMPAIGN

2. I NTRODUCTION
INTRODUCTION TO CAMPAIGNS
A Campaign is a connected series of
Intersections targeting a distinct
phase of Branding.
Campaign: Your Pie’s Pi Day
Having a fun and creative event to rally your customers
around periodically is a great way to build a Campaign
and give your Raving Fans something they can get
excited about. Your Pie is one of our clients and we
helped them host “Pi Day” which was a Campaign where
they sold pizzas priced regularly at $6 or $7 for $3.14 in
honor of… the Pi symbol. Intersections included radio
promotions, and facebook promotions they reached
almost 10,000 eyeballs and even more ears generating
an increased in 2,000 fans to their fan page in less than
ten days. More importantly, they had hour long lines
out their door from 9am­Midnight at all three
locations the day of the event… an arbitrary Spring
day.
Find the right event, give incentives to promote it, and
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have fun doing it!

3. I NTRODUCTION
PRIMARY MARKETING FUNNEL COMPONENTS
A complete Campaign is built on what we call the The Primary Marketing Funnel. This
Funnel is a series of different touch points with which you can interact with your
prospects and customers on the long road from handshake to signature. Remember,
customers don’t buy when you’re ready to sell – they buy when they’re ready to buy.
For this reason, each component of The Primary Marketing Funnel has a Call to Action,
which may or may not be to buy your product immediately.
Campaign Goal
It is important that you have a very clear idea as to what the goal of your campaign is
before you spend any time, energy, and money creating Intersections that may or may
not achieve the result you desire for this Campaign. The goal of your campaign could
be one (or multiple) of many. It could be customer acquisition, customer retention,
brand awareness, new (or old) Product/Service awareness, etc.
Campaign Creative
This is where you get creative. Why will this campaign be fun and exciting and worth
talking about? Are you crowdsourcing content? Are you running a contest? Are you
giving a discount or something away? It is helpful to be able to explain it in less than a
minute (less than 30 seconds is better, and in
one short sentence is best).
The Intersection
The Intersections we learned about in the
last chapter are the lead into our Primary
Marketing Funnel for a given Campaign.
Typically the Call to Action of a given
Intersection is for prospects to enter the
funnel in the Trust Building Content area.
Incidental Impressions discussed on the next
page are another way new prospects can
enter the funnel.
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4. I NTRODUCTION
EXAMPLE CAMPAIGN OBJECTIVES
1. Target Market
a. Introduce new products/services to existing customer base.
b. Introduce existing products/services to new customer base.
2. Distribution
a. Increase effectiveness of existing distribution channel
b. Expand distribution channels
3. Market penetration
a. Reach customers that would otherwise go to my
competition
b. Reach customers that are using neither myself or my
competition
4. Sales Revenue & Transactions
a. Increase total dollar sales of specific products/services
b. Increase average ticket price of existing customers
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5. I NTRODUCTION
5. INCIDENTAL IMPRESSIONS
An Incidental Impression can serve as a substitute for a standard Intersection.
Incidental Impressions are the natural spread of your Brand and Products or
Services—both positive and negative. This can happen by prospects observing
someone else using your offerings or even through a direct referral. But you
don’t have any control over how this happens, do you? Absolutely! Don’t ever
miss an opportunity to make it easy for current customers to reference your
Primary Marketing Funnel for you. Think about the glowing Apple on all Mac
computers – sexy right?
The easier it is for customers to spread the word (whether they mean to or not)
the more often it will lead to new prospects entering your funnel.
Case Study: Your Pie Incidental Impressions
• Pizza Boxes and Cups
• Apparel (Hats & T­shirts)
• Shout outs on Social Networks, Blog Posts, Articles
• Delivery/carry out to public locations
• Referrals & Recommendations
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6. I NTRODUCTION
TRUST BUILDING CONTENT
Definition
After a prospect has given you permission to market your services to them
you’d better be ready to blow them away. We all know attention spans are
getting shorter and shorter (thanks for hanging in here with us by the way).
This means you need to keep your message short and powerful.
Make a decision as to what is the one thing they need to walk away knowing
about your organization and then determine what is the most effective method
to communicate this point. It may be a video, an ebook, or a blog post but
whatever it is it had better be compelling and end with a very clear call to
action.
Of course make it easy for them to make a purchase if they are ready but if they
are not have an option for them to enter your Trickle Marketing which we will
talk more about on the next page.
Case Study: Your Pie Trust
Builders
• Samples
• Come in and get free
pizza
• Videos
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7. I NTRODUCTION
TRICKLE MARKETING (AUTOMATED & PERSONALIZED)
Definition
So you’ve gotten their permission, you’ve earned their trust, but you don’t have
anything they need right now… time for you guys to part ways for a while
right? No! This is the number one missed opportunity with every business no
matter how small or large – Follow­up Failure. If you’ve targeted your
marketing properly, and you’ve spent the time and money to attract the right
person the worst thing you can do is let them walk away empty handed. Give
them some recurring value to keep in touch so when they are ready to buy they
will undoubtedly come to you because they already know, like, and trust you.
You can do this with two different types of Trickle Marketing: Automated and
Personalized. Automated Trickle Marketing can be anything from facebook
and twitter to blogs and email newsletters or even a keychain promo item
(constant exposure right?). It doesn’t cost you any additional time or money
since you’re already providing this value for all your customers and prospects…
if you’ve been wise enough to build this into your funnel.
Although much more effective, Personalized Trickle Marketing can increase
both your time and money expense. Personalized Trickle Marketing is typically
follow­up phone calls and emails or a lunch or free consultation. Remember, a
lot of little trickles can make up one heck of a waterfall.
Case Study: Your Pie Trickle Marketing
• Facebook
• Text Messaging
• Newsletter
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8. I NTRODUCTION
INTRODUCTORY SERVICE
Definition
Things start getting simpler at this point. Your prospect is ready to become a
customer – but where do they start? Have an Introductory Product or Service
ready for them which has low commitment but still high value return. If you
earn them as a customer here you have the opportunity to roll up your sleeves,
go to work for them, and blow them away with your results. Great delivery on
intro services often leads to further down the funnel with Continuity or Ideal
Service upgrades.
Case Study: Your Pie Introductory Service
• Come buy something
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9. I NTRODUCTION
CONTINUITY SERVICE
Definition
Do you find yourself in a constant struggle looking for new customers? Have
you developed a simple program that can help generate residual returns? If
not, this is a powerful way to continue to nurture relationships beyond the
Trickle Marketing and create more opportunities to be selective with for your
Ideal Service described below.
The Continuity Service can be a monthly, low­commitment, and high return
model for the customer. Educational services or community­sourced support
concept are great candidates for this type of service.
Case Study: Your Pie Continuity
Service
• Consumer develops a Your
Pie daily/weekly routine
• Reoccurring events (Trivia,
$5 Tuesday, Kid Mondays)
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10. I NTRODUCTION
IDEAL SERVICE
Definition
Remember in the beginning where you told us where you wanted to make most
of your money? Well we made it there! This service should be the easiest
Product or Service to spot because it is what your business loves to do, it’s
where the money comes from, and where you deliver the most value you
possibly can. We won’t go into too much detail here because you should
already know this one inside and out. When your customer makes it to this
point you should smile, pat yourselves on the back, and say “Congratulations
friend, our marketing dollars paid off.” Then go bust your butt to deliver first
class service and prove to your customer why they are doing business with you.
Case Study: Your Pie Ideal Services
• Catering
• Consumer becomes a Raving Fan
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11. I NTRODUCTION
TAKEAWAY WORKSHEET: CAMPAIGN CREATION
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