Building a roadmap for marketing success

What I do: Accelerate startups and fast-growing companies

with marketing powered by storytelling

Advisor: Next Canada, Ventures

for CanadaTwitter:

@markevansWebsite:

markevans.ca

I wrote a book about how to embrace the

power of storytelling(a two-year

labour of love)

AGENDA

Goals Channels

TacticsStory

Audience Measurement

WHAT I LEARNED FROM WHALES

FAILLack of well-articulated

strategy meant too many tactical options to tackle

and complete

WHAT IS AMARKETING STRATEGY?

“The essence of strategy is choosing what not to do. ” - Michael E. Porter

A MARKETING STRATEGY IS

NOT…..

NO MARKETING STRATEGY IS…..

MARKETING STRATEGY ELEMENTS

PRODUCT

COMPETITIONMONEY

PEOPLECUSTOMERS

WHY MARKETING?

COMMITMENT

Brand awareness

Media coverage

Sales/Leads

Website TrafficDownloads

Brand awareness Media coverage

Sales/Leads

Website TrafficDownloads

LeadsSalesUsers

Awareness Media

DownloadsSEOHR

VC

Being honest about expectations

VALUE PROPOSITIONS

For ____________ (target customer)Who ______ (statement of the need or

opportunity) our our (product/service name) is

____________ (product category)that (statement of benefit) ____________ .

For start-ups looking to drive more awareness, leads and sales, ME Consulting

accelerates their growth with marketing powered by storytelling.

TARGET AUDIENCES(aka Who matters to you?)

TARGET AUDIENCESWhat are their needs,

points of pain and interests?

What are the purchase triggers?

How do they research and make decisions?

What are the competitive options?

BUYER PERSONASINSIGHT INTO YOUR CUSTOMERS

Social mediaBlog

VideosInfographics

Website Newsletter

White papersSales sheetsCase studies

WebinarsTrials

TrialsDemosConsultationsProposals Estimates

1. Direct mail2. Webinars3. Infographics4. Blogs5. eBooks6. Social media7. White papers8. Case studies9. Websites10.Conferences11.Podcasts12.Videos13.Newsletters14.Media outreach

LIST YOUR CHANNELS

1. Websites2. Videos3. Infographics4. Newsletters5. Case studies6. Social media7. Blogs8. eBooks9. Podcasts10.Media outreach11.White papers12.Conferences13.Webinars14.Direct mail

RANK YOUR CHANNELS

• Websites• Videos• Infographics• Newsletters

• Case studies• Social media• Blogs• eBooks• Podcasts

• White papers• Conferences• Webinars• Direct mail

PRIORITIZE YOUR CHANNELS

NOW SOON LATER

TACTICAL EXECUTION PLAN

“However beautiful the strategy, you should occasionally look at the results”-Winston Churchill

Measure, measure, measure

ReloadDouble-DownExpand your

horizons

WHY STORYTELLING?Why does storytelling matter?

What are your goals and needs?

COMMITMENTHow much will you invest: people,

time and money?

PRODUCTWhat do you sell?

What problems are you solving?

TARGET AUDIENCESWho matters to you?

What do customers want and need?What are the triggers for

purchases?

CHANNELSWhere do you connect,

engage with the people who matter?

What channels work best?CHANNEL PRIORITIES

Rank channels based on goals, budget & peopleDetermine stories to be told now, soon and later.

THE MARKETHow large is it?

What the key growth drivers?Who are your direct, indirect

and emerging rivals?

UNIQUENESS VALUE PROPOSITIONSHow are you unique or different?

What’s the value delivered to customers?

Why should customers buy from you?

WHAT’S YOUR STORY?Who created the

company and why?

TONE OF VOICEWhat are your

company’s personality and values?

How should people feel about your brand?

YOUR STORYTELLERSWho will tell your

stories: CEO, employees, customers,

influencers, media?

STORYTELLING CANVAS

http://bit.ly/storytellingcanvas

mark@markevans.ca416-669-7028