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Continuous Alignment of Marketing StrategyChris Do and Jose Caballer

Search Love 2015

01WORLD IA DAY 2015 DESIGNING POWERFUL FACILITATED WORK SESSIONS

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SEO SEM Mobile Email Analytics Brand Funnel Cake

Content Landing Pgs Facebook Twitter Instagram SnapChat YouTube Pinterest

Video Brochures One Sheets Conferences Tradeshows Events PR And More

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YOUR CHALLENGES

Channel Fragmentation

Hiring the right team

Getting executive buy-in on strategy

Managing multi-disciplinary teams

Internal coordination of marketing activities

How to measure and report, learn and improve efforts

Digital, social and the new marketing channels

How to handle the creative development process

Understanding customer context and integrating into campaigns

Channel Fragmentation

Hiring the right team

Getting executive buy-in on strategy

Managing multi-disciplinary teams

Internal coordination of marketing activities

How to measure and report, learn and improve efforts

Digital, social and the new marketing channels

How to handle the creative development process

Understanding customer context and integrating into campaigns

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Business TechDesign Marketing

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Is there a better way?

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OUR STORY

We need to know

Brand Customers Goals

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

Volunteer

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

Who buys and uses your product or service?

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

Who buys and uses your product or service?

What is your customer trying to get done in their work or life?

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

Who buys and uses your product or service?

What is your customer trying to get done in their work or life?

What is their attitude and opinions about you?

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

Who buys and uses your product or service?

What is your customer trying to get done in their work or life?

What is their attitude and opinions about you?

What is their risk, pain or frustration?

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

Who buys and uses your product or service?

What is your customer trying to get done in their work or life?

What is their attitude and opinions about you?

What is their risk, pain or frustration?

What do they need to overcome their challenges?

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

Who buys and uses your product or service?

What is your customer trying to get done in their work or life?

What is their attitude and opinions about you?

What is their risk, pain or frustration?

What do they need to overcome their challenges?

What features, campaigns or tools can we provide?

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

What you sound like to your customer?

Who buys and uses your product or service?

What is your customer trying to get done in their work or life?

What is their attitude and opinions about you?

What is their risk, pain or frustration?

What do they need to overcome their challenges?

What features, campaigns or tools can we provide?

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

What you sound like to your customer?

Who buys and uses your product or service?

What is your customer trying to get done in their work or life?

What is their attitude and opinions about you?

What is their risk, pain or frustration?

What do they need to overcome their challenges?

What features, campaigns or tools can we provide?

The emotional & quantitative benefits you provide

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

What you sound like to your customer?

Who buys and uses your product or service?

What is your customer trying to get done in their work or life?

What is their attitude and opinions about you?

What is their risk, pain or frustration?

What do they need to overcome their challenges?

What features, campaigns or tools can we provide?

The emotional & quantitative benefits you provide

Adjectives that describe your customer

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

10 min

Demo

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

7 min

Team A

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

7 min

Team B

Customer Job Mindset

Challenges Needs Solutions

Brand Attributes

Voice

Impact

Customer

Company: Initiative:

D O T

Brand, Customer and Goals Quicksheet Made for you with love by the:

Reflect

3 min

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Culture2

Customer3

Voice4

Feel5

Impact

X-Factor

• fun• friendly• flexible• giving• happy

• overwhelmed • female• transitional• sentimental• multitasking

professionally run, organized, modernand highly attentive staff & management

• protected• at peace• empowered • better served• guilt free

• warm• friendly• non judgmental• empathetic• professional• attentive

• secure• relaxed• important• informed• welcome

Trojan StorageRebranding Case Study

Trojan Storage provides storage solutions to local communities in a warm, professional and friendly environment while helping them feel secure and giving them peace of mind.

Simplified Positioning

Trojan StorageRebranding Case Study

Straight Line

Start Delivery

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KMESSAGING

CLEAN. SAFE. SECURE.

EXCEPTIONALLY HIGH STANDARDS

OVER- PROTECTIVE? YOU BET.

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QUOTE:

“You’ve somehow been able to crawl inside my brain and deliver something that I was unable to

describe. This is the brand I always hoped we’d have.”

– Brett Henry/Trojan Storage CEO

Story:

Came first time as guest. Has been back to Ole’s several times (5 over the last 7 years). First time with kids but as they got older goes with clients.

Hunter– dove whitetail deer. Goes to Argentina to hunt with college buddies. Has deer lease.

Father passed away. 2008 company financials weren’t great, so skipped a year.

Comes to get away from pressure, incessant barrage of information, crowds, the grind. Relax w/ buddies. Time on water w/ guest important. Likes to fish but dinner is important. Likes group atmosphere. Middle of the pack attitude.

Wants to kill something. Share stories and be part of community. Feel warm and fuzzy.

Demographic:

582nd Marriage3 Kids (30, 28, 24)2 Kids from 1st wifeMasters Political ScienceBachelors of Commerce$250k

Houston, Texas

Likes broad range of music: George Jones, Taylor Swift.

Reads Wall Street Journal, NY Times (it’s for work, but he enjoys being informed).

Needs:

Joe Everything looked after. No hassle. Looking for break from having to worry about all the details in his life.

Wants to have feeling of accomplishment. Making decisions on instinct. Get away from analytic thinking. Go with gut and intuition.

Get away from sterile environment.

Reconnected with natural world. Be in the elements. Primal self (hunter/gatherer). “Good caveman”. Getting out into the outdoors.

Emotional need. Get centered. Decompress.

Want to be heard.

Feel like kid. Reconnect w/ youth. Feel younger.

Solutions:

• Personalized greeting (first name basis) from very beginning (Joan), Ernie welcomes guest, through goodbye wave, photo album follow up.• 24 hr response• All-inclusive (rain-gear, tackle, license ready on arrival, dietary needs, fish processing, anticipating needs, trip planner, reminder emails)• Dock talk, BBQ night, happy hour, scheduled gathering time• Create illusion of perfect world, conflict and worry free. Utopia for fisherman.• 5 Star service.

User 1: Joe Johnson (CFO Weyerhauser)

get away from pressure

relax

share stories

Story:

Came first time as guest. Has been back to Ole’s several times (5 over the last 7 years). First time with kids but as they got older goes with clients.

Hunter– dove whitetail deer. Goes to Argentina to hunt with college buddies. Has deer lease.

Father passed away. 2008 company financials weren’t great, so skipped a year.

Comes to get away from pressure, incessant barrage of information, crowds, the grind. Relax w/ buddies. Time on water w/ guest important. Likes to fish but dinner is important. Likes group atmosphere. Middle of the pack attitude.

Wants to kill something. Share stories and be part of community. Feel warm and fuzzy.

Demographic:

582nd Marriage3 Kids (30, 28, 24)2 Kids from 1st wifeMasters Political ScienceBachelors of Commerce$250k

Houston, Texas

Likes broad range of music: George Jones, Taylor Swift.

Reads Wall Street Journal, NY Times (it’s for work, but he enjoys being informed).

Needs:

Joe Everything looked after. No hassle. Looking for break from having to worry about all the details in his life.

Wants to have feeling of accomplishment. Making decisions on instinct. Get away from analytic thinking. Go with gut and intuition.

Get away from sterile environment.

Reconnected with natural world. Be in the elements. Primal self (hunter/gatherer). “Good caveman”. Getting out into the outdoors.

Emotional need. Get centered. Decompress.

Want to be heard.

Feel like kid. Reconnect w/ youth. Feel younger.

Solutions:

• Personalized greeting (first name basis) from very beginning (Joan), Ernie welcomes guest, through goodbye wave, photo album follow up.• 24 hr response• All-inclusive (rain-gear, tackle, license ready on arrival, dietary needs, fish processing, anticipating needs, trip planner, reminder emails)• Dock talk, BBQ night, happy hour, scheduled gathering time• Create illusion of perfect world, conflict and worry free. Utopia for fisherman.• 5 Star service.

User 1: Joe Johnson (CFO Weyerhauser)

decompress

feel younger

reconnected

Defining the Ole Brand

CASUALFRIENDLY UPSCALE

INTIMATE CHARMINGSPACIOUS

HOSPITABLE

ALL-INCLUSIVE

UNCROWDED

OLD SCHOOL

Ole’s is Refined Rustic

CASUAL CHARMING OLD SCHOOLUPSCALEALL-

INCLUSIVESPACIOUS

Filter

Skyscraper.

Suddenly,he’s a kid again.

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Business TechDesign Marketing

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Business TechDesign Marketing

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Challenge Impact

How to measure and report, learn and improve efforts

Involved stakeholders require less reporting. They feel calmer

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Challenge Impact

How to measure and report, learn and improve efforts

Involved stakeholders require less reporting. They feel calmer

Understanding customer context and integrating into campaigns

Customer profiles serve as a center point for messaging, UX and brand story

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Challenge Impact

How to measure and report, learn and improve efforts

Involved stakeholders require less reporting. They feel calmer

Understanding customer context and integrating into campaigns

Customer profiles serve as a center point for messaging, UX and brand story

Internal coordination of marketing activities

EVERYONE knows who we are, our customers and goals

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Challenge Impact

How to measure and report, learn and improve efforts

Involved stakeholders require less reporting. They feel calmer

Understanding customer context and integrating into campaigns

Customer profiles serve as a center point for messaging, UX and brand story

Internal coordination of marketing activities

EVERYONE knows who we are, our customers and goals

Getting executive buy-in on strategy

Having them IN THE ROOM gets you instant buy-in

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When your teams are aligned it makes marketing better.

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Thank You!

@thechrisdo @josecaballer