Where Conversation Leads to Commerce

The Moneyball Effect:Win the Size War With

Effective Online Marketing

Wednesday, March 2811:30 a.m. – 12:30 p.m.

Milano VI

Where Conversation Leads to Commerce

Speakers

Angela LeavittChief Mojo-Making OfficerMojo Marketing

Brian LeonardChief Mojo-Fying OfficerMojo Marketing

Where Conversation Leads to Commerce

Have You Seen Moneyball?

Where Conversation Leads to Commerce

The Moneyball Story

• 2002 Oakland A’s, lowest budget in baseball• Top 3 players taken by NYC & Boston• Used creative analytics and “ninja” tactics to

choose replacements• Singular focus: “Get On Base”• Broke the record for longest winning streak• Billy Beane (GM) offered highest salary in

history

Where Conversation Leads to Commerce

“The Moneyball Effect” Defined

• Achieving massive results on a low budget• Employing creative “ninja” tactics to outsmart

the competition• Using data & statistics to track progress and

make adjustments

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Top Challenges Facing Agents

• The “Giants”– Stockpiles of cash– Hungry, demanding investors.– Massive Networks– Big Marketing Budgets– Mergers & Acquisitions

This is, of course, OUT of your control…

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Top Challenges Facing Agents

• More Agents Entering the Market• Moore’s Law– Technology getting faster and less expensive

exponentially – Must sell more to make the same

• The Web – BIG game changer– Social Media– Google

This is also OUT of your control…

Where Conversation Leads to Commerce

Top Challenges Facing Agents

• Outdated or homemade web presence– Nearly half of consumers base a company’s credibility on

the visual appeal of their website.

• Lack of action or movement• Out of sight, out of mind• Inconsistent messaging• Inconsistent image

All of this…YOU CAN CONTROL!!

Where Conversation Leads to Commerce

Our Client’s Heartbreaking Story

• Robert went up against a carrier• Lost the deal worth $70k/mo.• Was told he lost it because he looked too

“mom & pop”

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The Good News Is…

It’s never been easier & more cost-effective to • Appear larger• Appear more professional• Reach a wider audience• Reach your exact target

You just have to know WHAT to do, and HOW to do it!

Where Conversation Leads to Commerce

Assemble Your Winning Team

• The Batter• The Bat• Home Base• The Baseball• The Field• The Players• Uniforms

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The Batter: Your Prospect

• Everything starts here.

• You must study him!• Who is he?• What are his stats?• In this game, we

WANT him to hit the ball.

Where Conversation Leads to Commerce

Batter Activity

Refer to your worksheet!

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The Bat: Your Prospect’s Needs

• Needs• Desires• Fears• Dreams

Do the bat and the ball connect?Are you pitching the right content?

Where Conversation Leads to Commerce

Bat Activity

Refer to your worksheet!

Where Conversation Leads to Commerce

Uniforms: Your Image

What does your image say?Image includes:• Website• Collateral• Business Cards• Apparel• And more…

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Uniforms: Your Image

Where Conversation Leads to Commerce

Uniforms: Your Image

• High-res graphics• Organization & design• Effective copy – Forget features, it’s all about BENEFITS, baby!

• Headers & Footers

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Home Base: Your Website

• Your website must demonstrate:– Steadiness– Dependability (not going

anywhere)– Weight/power– Reality

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Home Base: Your Website

You should have:• Access• Good, professional design• Testimonials• Awards, Certifications, Clubs, Partners

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The Baseball: Relevant Content

This is what you “pitch” to the prospect to establish thought leadership • Blog posts• Newsletters• Case Studies/White Papers• Online Articles• Online Reviews

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The Playing Field: The Web

Where the majority of the game is played!How to be found on the field:• Conduct keyword research– What are your prospects searching for?– What answers do they need?

• Include those keywords in:– Website– Blogs– Social Media Posts

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Web Activity

Refer to your worksheet!

Where Conversation Leads to Commerce

The Players: Social Media Relationships

It’s the players that pass the ball (your content)around.Use:• LinkedIn • Twitter • Facebook • YouTube• Google+

Where Conversation Leads to Commerce

The Players: Social Media Relationships

Connect with:• Industry leaders• Media people• Partners• Current customers• ProspectsThis goes for telecom as well as vertical markets

Where Conversation Leads to Commerce

Get all this info, in much for detail, for free at

www.ChannelShowGift.com