Marketing Success: Campaign and Content Insider Secrets Revealed! Presented at the Cornerstone Credit Union League Conference - focus is on marketing execution and segmentation. Don’t miss this session with an expert who has cracked the code on Marketing Success. Learn how to grow your business with secret demand-driving campaign and content strategies. Our experts will also share how they took their marketing strategies to break through the clutter and bring Marketing Success! Leverage your integrated marketing strategy with proper marketing segmentation.

1. Hello Oklahoma City! – 10/2/14
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Marketing Success: Campaign and
Content Insider Secrets Revealed!

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Why am I here?

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Why am I here?

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Why are you here?

5. “..if the circus is coming to town and you paint a sign
saying ‘Circus Coming to the Fairground Saturday’, that’s
advertising. If you put the sign on the back of an
elephant and walk it into town, that’s promotion. If the
elephant walks through the mayor’s flower bed, that’s
publicity. And if you get the mayor to laugh about it,
that’s public relations.” If the town’s citizens go to the
circus, and buy tickets, that’s sales.
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If you actually intended for all this to happen …..
that’s marketing!

6. Common Marketing Goals
1. Implement foundational marketing improvements, including
branding, messaging, website, content, and search to increase
awareness and support future growth.
2. Build AWARENESS of ACME Products and Professional Services,
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and EDUCATE our Customers and Stakeholders.
3. Strengthen relationship with select partners to improve credibility,
expand ACME sales force, and increase leads.
4. Present ACME as an industry thought leader - a proven, credible
provider of TNT Products and Professional Services.

7. “To compete for consumers’ time and divided attention, brands
must also find ways to better resonate with their audiences.”
“Building a successful multichannel marketing campaign requires
the right mix of channels that offer brands the ability to reach and
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engage consumers!”

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B2B Buyer’s Journey
Implementation
Referrals
Online
Research
Social
Media
Outbound
Sales

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10. Fundamental Marketing Activities
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Web Site & Search
Content/Core Materials
PR
Social Media
Email Marketing
Events
Advertising
Awareness
Lead Generation
Sales Funnel
Lead
Nurturing: More
Email Marketing
Marketing
Automation
Sales

11. Gaga Marketing ..
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Mind your
P’s
• Product
• Place
• Price
• Promotion
But Don’t
Forget your C’s
• Content
• Context
• Connect
• and Community!!
Whether you like her or not she is .. loud, crisp and clear!!!

12. Branding & Brand Management
Consumer
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Company
Customers
Competition
Context
Collaborators
Branding Brand Management
Brand
Character
Customer
Experience
Embody the
brand
Segmenting
Targeting
Positioning

13. We are working to own our customer’s brain!!!
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Marketing Plan / Outline
1. Marketing Strategy: Ideal Customer
2. Marketing Strategy: Your Remarkable
Differentiator
3. Your Buyer’s Journey
4. Branding
5. Educational Content
6. Total Digital Presence
7. Action plan

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Market segmentation is a marketing strategy that
involves dividing a broad target market into subsets
of consumers who have common needs and
priorities, and then designing and implementing
strategies to target them.
http://www.launchengineering.com/Market_Segmentation.htm

16. Basic Market Segmentation
Every Business Should Begin by Asking the Following:
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• Who Are My Customers?
• What Are They Like?
• What Do They Want?
• Where Can I Find Them?
• How Can I Reach Them?
• What Should I Say To Them?

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Marketing Strategy: Ideal Customer
• Are there many
of them?
• Enough to bring
profits?
http://www.launchengineering.com/Market_Segmentation.htm

18. • Are there many
• Enough to bring
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Marketing Strategy: Ideal Customer
of them?
profits?
http://www.ere.net/2009/07/22/sourcing-insight-market-segmentation/

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Segmenting
• People in the various segments of the market want
different things
• Segment your market by identifying and determining
those needs
• How to identify customer segments?
– Market research
– Quantitative research (e.g., surveys, customer feedback,
etc.)
• Focus Groups
• Interviews
• Surveys: Telephone, Mail, and Web
– Group the customers with similar needs and give them a
suitable name.

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Branding: Targeting
• Focus on a target customer to address the particular
customer need(s)
• How to identify the appropriate customer segments for
your business:
– They have an important need and your brand meets that need
– Your brand has the potential to be preferred by them
– They have the potential to provide your organization with the
ample revenues and profits over the long run.
– You can build a long-term relationship with and increasingly fulfill
the evolving needs of the customer

21. Identify your target customers
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Criteria
Residential –
Custom
Residential -
Insurance
Commercial –
EE
Customer has an important need and
your product/service meets that need
Your product/service has the potential
to be preferred by the customer
Customer can provide ample
revenues and profits in the long run
Potential to establish a long-term
relationship and increasingly fulfill
the customer needs

22. “Humans have, throughout our history, gathered in
tribes… Rather than as a single humanity… people
become disconnected from other individuals and
organizations that threaten their identity… fear takes
over as we fight for our share… we build relationships
based on a need for security rather than meaning and
fulfillment.”
From:The 7 Mindsets to Live Your Ultimate Life by Scott
Shickler and Jeff Waller.
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My Target Market
• Define my target market.
• Who is my ideal customer? The one most
likely to buy?
• What worldview do you share with them?
What “Tribe” are they a part of?
• Write a profile description of my potential
customer, using demographics and
lifestyle.

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Who Will Buy?
• DO THE MATH
• How many customers in my profile
description are really out there?
• Are there enough of them to sustain
my business?

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2) Remarkable Differentiator
• What people really buy?
• Your unique product/service
• Your unique process
• Your unique experience
• Your unique people
• Your unique guarantee
• Your unique packaging/delivery
– …..Against a problem
– Its not about the products you sell, its about the problems
you solve!

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Segmentation: Action Steps
1. Define the Market Segments
2. Collect Data
3. Evaluate Proposed Market Segments for Viability
4. Define the “Ideal Customer Profile” in each proposed Segment
• SWOT Analysis
• Growth Rates
• Messaging
5. Evaluate if Segment fits in Strategic Goals
• Financial
• Channels
• Resources
Dig Deeper, Learn, And Grow!

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Express Yourself

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Branding: Positioning
• Think about brand benefits and relevant differentiation for
the target customers
• The more detailed the target customer description, the more
powerful and nuanced the brand's unique value proposition
can be
• Define the intended brand position/positioning (as opposed to
the actual brand position in the mind of the customer)
• It will also help later when developing marketing and media
plans

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Branding: Positioning
• Think about brand benefits and relevant differentiation for
the target customers
• The more detailed the target customer description, the more
powerful and nuanced the brand's unique value proposition
can be
• Define the intended brand position/positioning (as opposed to
the actual brand position in the mind of the customer)
• It will also help later when developing marketing and media
plans

30. Brand positioning statement
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• Positioning statement defined
– A one- or two-sentence statement that articulates your product or
service's unique value to your customers in relation to your chief
competition
• The four main components
– Define the target audience -- the attitudinal and need description of
your core customer group
– Establish the category in which the brand competes
– Highlight the benefit(s)
– Give the potential consumer a reason to believe the brand will
deliver on its promise

31. Example of a positioning statement
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• For homemakers, Dow
Bathroom Products are the
easy way to get a great
clean shine for your tub,
tile and toilet. That’s
because only Dow
Bathroom Products
contain scrubbing bubbles
that cut through dirt and
grime clean to the shine!
Source: Dow Bathroom Products

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Example of a positioning statement
• For women ages 25-55,
Loreal Revitalift Anti-wrinkle
and firming
cream reduces facial
wrinkles and firms your
skin.
NO REASON WHY!
Source: L'Oreal RevitaLift

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Evaluate your positioning statement
• Criteria for evaluation
– Ask yourself if the statement is memorable and focused
on the core consumer
– Does it produces in your mind a clear picture of how
your brand is different from the competition?
– Is it credible and enables the growth of the brand?
– Does it serve as a filter for making decisions about the
brand?
• Review at a later date and be flexible as the
business environment and competition changes

34. • Who is your competition?
• How do they sell?
• How does your product compare?
• How will you win against them?
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Often Forgotten Step.. Competition
Look at your competitors
• Their website
• Shop them
• Talk to customers
• Keep a log when you compete
To differentiate, you have to be different …

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Competitive Advantage
• Offering added value
• New invention
• Satisfaction
• Providing more benefits
• Solving more problems

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Competitive Status
Strengths Weaknesses Prices
My Business
Business X
Business Y
Business Z

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Summary of Strategy
• Who is your ideal customer
• Why are you in business?
• How are you different
– Talk to you customers now
– Keep talking with them…
• How is Your Product Different?
• What’s your competitive strategy?
• Your pricing strategy?
• Sum it all up in a talking logo

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Your Buyer’s Journey
Timing
Triggers
• Like
• Trust
• Try
• Buy
• Repeat
• Refer

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3) Your Buyer’s Journey
• Know
• Google: SEO & Google Ads
• Advertising
• Direct Mail
• Seminar
• Like
• Blog
• FAQs
• Seminar/Webinar
• Trust
• Case Studies
• Testimonials
• Seminar/Webinar
• Try
• Free Trial Offer
• Introductory Offer
• Make it easy to switch offer
• Buy
• New Customer Kit
• Customers Only Offer
• The Special Touch
• Repeat
• Customer Marketing
• Refer
• Strategic Partnerships
• Moments of Truth

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Market Execution Pyramid
http://crowds2crowds.com/market-segmentation.html#sthash.0yGhsjWQ.dpbs

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Paid Promotion
• Narrowly targeted
• 2-step – direct response
• Accountable
• Awareness for content

42. Public and Community Relations
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• It’s about relationships
• Pitch, don’t release
• Use online press releases
• Speaking
• Expert Status
• Monthly touch

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Referrals
• Be more referable
• Target
• Alliances
• Evangelists
• Educate
• Offers
• Ask
• Follow-up

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E-mail Basics
 Opt-in mailing lists are now the preferred method for
customers.
 Consider creating an online newsletter.
 Consider time-limited online "coupons" that can be
redeemed at your site.
 Each email should also contain instructions for removed
from the email list.
 Best email content should be shared. Forwards are nice,
but most people these days want to tweet, Like, +1, post
on LinkedIn, or share on other social networks.
 Track everything: email open rates, clicks on the link
provided in the email, the views on the landing page, and
all social media shares.

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Tip: What to post ..
Add Social
Media Icons to
your email
campaigns and
all landing
pages.

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Infographic

47. 5. Calculate Costs
6. Align the social media initiatives with business goals
7. Don’t dismiss “soft metrics”
8. Allow for organic discussion to emerge
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Sales and CRM
• Marketing Automation supports Social Integration
• Social CRM is supported in Salesforce & Nimble

49. Future Plans for Integrated Marketing
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50. Closing
Tips!
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Be Yourself as a consistent, unique, and
delivering valuable experiences to those who
care the most about you!
Be sure to evaluate:
1. Visual Identity
2. Advertising and Media
3. Community and Partnerships
4. Sales and Customer Service
5. Online Presence

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Unburritable!

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Thank You!
Elizabeth Quintanilla
Elizabeth@marketinggunslingers.com
@equintanilla
@mktggunslingers

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