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@markwschaefer

Building and Unleashing Your Personal Brand

in the Digital Age

Mark W. Schaefer

Author, Speaker, Podcaster, Consultant

@markwschaefer

THE FUTURE OF MARKETING IS

YOU

MARK SCHAEFER BUSINESSESGROW.COM

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@markwschaefer

time

TIME

INT

ER

AC

TIO

NS

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time

TIME

INT

ER

AC

TIO

NS

© Schaefer Marketing Solutions

Awareness

time

TIME

INT

ER

AC

TIO

NS

© Schaefer Marketing Solutions

Engagement + Trust

Awareness

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time

TIME

INT

ER

AC

TIO

NS

© Schaefer Marketing Solutions

Loyal, actionable

Engagement + Trust

Awareness

@markwschaefer

“Our research revealed that

consumers are increasingly

likely to have a negative

reaction to a company’s

attempt to earn their loyalty.”

- Accenture 2016 consumer report

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@markwschaefer #MakerCitySummit

TECHNOLOGY HAS

DRAMATICALLY CHANGED

CONSUMER BEHAVIOR

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@markwschaefer #MakerCitySummit

DO BRANDS MATTER?

@markwschaefer #MakerCitySummit

DO BRANDS MATTER?

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“I LOVE THE HANDS THAT MADE IT.”

time

TIME

INT

ER

AC

TIO

NS

© Schaefer Marketing Solutions

Loyal, actionable

Engagement + Trust

Awareness

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time

TIME

INT

ER

AC

TIO

NS

© Schaefer Marketing Solutions

Loyal, actionable

Weak relational links

Engagement + Trust

@markwschaefer #MakerCitySummit

WE HAVE TWO CHOICES …

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@markwschaefer #MakerCitySummit

Hugged by a

BRAND

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@markwschaefer #MakerCitySummit

@markwschaefer #MakerCitySummit

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PERSONAL

BRANDING

IS THE FUTURE OF

COMPANY

BRANDING (AT LEAST PART OF IT!)

CAN ANYBODY BECOME KNOWN?

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@markwschaefer

“KNOWN”

“FAMOUS”

@markwschaefer

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@markwschaefer

“KNOWN” MEANS

• Presence

• Reputation

• Authority

@markwschaefer #MakerCitySummit

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@markwschaefer #MakerCitySummit

LESSONS

PLACE: A sustainable interest versus

“passion”

SPACE: Fashion videos = An open channel

CONTENT: 200 videos, 200 days

AUDIENCE: Big enough to matter

PERSISTENCE: Years before seeing a payoff

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@markwschaefer

PLACE (sustainable interest)

SPACE

CONTENT AUDIENCE

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Fanny Slater

What are you KNOWN for?

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@markwschaefer #MakerCitySummit

“Space” An un-contested or under-served niche

with enough people to matter

@markwschaefer

Suzy Trotta

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@markwschaefer

@markwschaefer

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@markwschaefer #MakerCitySummit

@markwschaefer

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@markwschaefer

@markwschaefer

Suzy Trotta

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PLACE (sustainable interest)

SPACE

CONTENT AUDIENCE

@markwschaefer #MakerCitySummit

WRITTEN

AUDIO

VIDEO

VISUAL

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@markwschaefer #MakerCitySummit

@markwschaefer

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PLACE (sustainable interest)

SPACE

CONTENT AUDIENCE

@markwschaefer

LORRAINE LOOTS

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@markwschaefer #MakerCitySummit

RESILIENCY IS MORE IMPORTANT

THAN GENIUS

CAN ANYBODY BECOME KNOWN?

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THE INTERNET IS

JUST BEGINNING

@markwschaefer #MakerCitySummit

IT’S YOUR TURN

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@markwschaefer @markwschaefer businessesgrow.com

@markwschaefer

Ask me anything at the Post-Presentation Huddle!

@markwschaefer

businessesgrow.com