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Establishing Focused Marketing Goals - WistiaFest 2015
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Transcript of Establishing Focused Marketing Goals - WistiaFest 2015
![Page 1: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/1.jpg)
@MACKFOGELSON
focused#WISTIAFEST 2015
WORKSHOP with Mack Fogelson
establishing
marketing goals
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WHAT ARE YOUR VIDEOSghHELPING YOU ACCOMPLISH?
@MACKFOGELSON
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@MACKFOGELSON
Oliver Emberton
The more directions you’re being pulled in, the less you’ll travel.
“ “
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time to get focusedSO THAT YOU CAN PRODUCE GREAT VIDEOS
@MACKFOGELSON
that will help your company accomplish big things.
https://download.unsplash.com/photo-1421986527537-888d998adb74
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@MACKFOGELSON
AND ALSO SO THAT YOU CAN ALIGN YOUR TEAMSand work toward the same overarching goals.
https://download.unsplash.com/photo-1415889678233-eb900aeee9e1
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THE FOCUS CANVASghTO HELP YOU FOCUS AND STUFF
@MACKFOGELSON
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@MACKFOGELSON
Your Focus Canvas
![Page 8: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/8.jpg)
THERE ARE 8 PARTSghTO THE FOCUS CANVAS
@MACKFOGELSON
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YOUR FOCUS CANVAS TIMEFRAME
@MACKFOGELSON
Refresh your Focus Canvas every three to four months.1
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YOUR MEANING BEYOND MONEY
@MACKFOGELSON
Why your company exists beyond making a profit.2
![Page 11: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/11.jpg)
WHY YOU’RE DIFFERENT
@MACKFOGELSON
These characteristics inform your value.3
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THE VALUE YOUR COMPANY PROVIDES
@MACKFOGELSON
Your value must be unique to your company.4
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WHAT YOU’RE TRYING TO ACCOMPLISH
@MACKFOGELSON
The business & brand goals that are part of the overarching vision.5
![Page 14: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/14.jpg)
WHO YOUR CUSTOMERS ARE
@MACKFOGELSON
The people you’re providing value to and connecting with.6
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HOW YOU’RE HELPING YOUR CUSTOMERS
@MACKFOGELSON
The questions you’re answering and the value you’re delivering.7
![Page 16: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/16.jpg)
WHAT’S IMPORTANT NOW
@MACKFOGELSON
What you’re focusing on in the short-term to accomplish goals.8
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TODAY WE WILL FOCUSghIN-DEPTH ON 3 PIECES OF THE CANVAS
@MACKFOGELSON
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@MACKFOGELSON
YOUR MEANING BEYOND MONEY
WHAT YOU’RE GOING TO ACCOMPLISH
WHAT’S IMPORTANT NOW
2
5
8
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THE ORANGE SLIDEghMEANS APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
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OK KIDSghLET’S GET THIS PARTY STARTED
@MACKFOGELSON
![Page 21: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/21.jpg)
YOUR FOCUS CANVAS TIMEFRAME
@MACKFOGELSON
Refresh your Focus Canvas every three to four months.1
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YOUR MEANING BEYOND MONEY
@MACKFOGELSON
Why your company exists beyond making a profit.2
![Page 23: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/23.jpg)
@MACKFOGELSON
Brian Solis
Companies with a higher purpose are more profitable than those that just think about the bottom line.
“ “
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pho
@MACKFOGELSON
meaning beyond moneyThis is the stuff that earns a community, makes for happier employees, and provides a strategic advantage over your competition.
https://download.unsplash.com/photo-1431391284046-6951bdb680c9
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PATAGONIA’S MEANING BEYOND MONEY
@MACKFOGELSON
is working to be a responsible company: both socially and environmentally.
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OK, kidsghLET’S WATCH A VIDEO
@MACKFOGELSON
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@MACKFOGELSON
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GOLDIEBLOX’S MEANING BEYOND MONEY
@MACKFOGELSON
is helping girls develop an affinity for science, technology, and engineering.
![Page 30: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/30.jpg)
OK, kidsghLET’S WATCH ANOTHER VIDEO
@MACKFOGELSON
![Page 32: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/32.jpg)
TRAVELING VINEYARD’S MEANING BEYOND MONEY
@MACKFOGELSON
is helping people find more satisfaction in their lives.
![Page 33: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/33.jpg)
OK, kidsghLET’S WATCH ONE MORE VIDEO
@MACKFOGELSON
![Page 34: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/34.jpg)
https://travelingvineyard.wistia.com/medias/0qqitox1ov
![Page 35: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/35.jpg)
YOUR MEANINGghDOESN’T HAVE TO BE A WORLDLY CAUSE
@MACKFOGELSON
![Page 36: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/36.jpg)
MEANING RESOURCEShttp://mackwebsolutions.com/2015/04/lead-meaning-marketing/
@MACKFOGELSON
http://mackwebsolutions.com/2015/03/using-focus-build-long-term-momentum-responsive-companies/
![Page 37: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/37.jpg)
WHY YOU’RE DIFFERENT
@MACKFOGELSON
These characteristics inform your value.3
![Page 38: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/38.jpg)
THE VALUE YOUR COMPANY PROVIDES
@MACKFOGELSON
Your value must be unique to your company.4
![Page 39: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/39.jpg)
VALUE & USP RESOURCES
https://strategyzer.com/value-proposition-design
@MACKFOGELSON
http://www.forbes.com/sites/theyec/2015/04/22/how-to-craft-the-ultimate-60-second-startup-pitch/
http://conversionxl.com/value-proposition-examples-how-to-create/
http://www.helpscout.net/blog/value-proposition/
![Page 40: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/40.jpg)
NOW iT’S YOUR TURNghTO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
![Page 41: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/41.jpg)
OK KIDSghLET’S KEEP THIS PARTY GOING
@MACKFOGELSON
![Page 42: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/42.jpg)
WHAT YOU’RE TRYING TO ACCOMPLISH
@MACKFOGELSON
The business & brand goals that are part of the overarching vision.5
![Page 43: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/43.jpg)
THIS IS EXACTLYghWHY GOALS ARE SO IMPORTANT
@MACKFOGELSON
![Page 44: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/44.jpg)
CORE MEANING
DRIVES MARKETING
GOALS
@MACKFOGELSON
![Page 45: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/45.jpg)
GOALS DETERMINE
STRATEGY THAT DRIVES
TACTICS
CORE MEANING
DRIVES MARKETING
GOALS
@MACKFOGELSON
![Page 46: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/46.jpg)
TACTICS WORK TOWARD THE COMPANY
YOU WANT TO BECOME
GOALS DETERMINE
STRATEGY THAT DRIVES
TACTICS
CORE MEANING
DRIVES MARKETING
GOALS
@MACKFOGELSON
![Page 47: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/47.jpg)
THERE ARE 3ghTYPES OF GOALS YOU NEED TO IDENTIFY
@MACKFOGELSON
![Page 48: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/48.jpg)
VISIONARY GOALWHAT IS THE VISIONARY GOAL OF YOUR COMPANY?
@MACKFOGELSON
What does your company want to accomplish over the next 2-3 years?
![Page 49: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/49.jpg)
BUSINESS GOALSWHAT ARE YOUR COMPANY’S REVENUE GOALS?
@MACKFOGELSON
What are the quantitative benchmarks your team must reach?
![Page 50: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/50.jpg)
BRAND GOALSWHO IS THE COMPANY YOU WANT TO BECOME?
@MACKFOGELSON
What are the qualitative benchmarks for which you’re held accountable?
![Page 51: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/51.jpg)
exercise timeLET’S WORK THROUGH SOME STUFF
@MACKFOGELSON
so that you can identify goals for your team.
![Page 52: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/52.jpg)
pho
@MACKFOGELSON
WHERE ARE you TODAY?
![Page 53: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/53.jpg)
pho
@MACKFOGELSON
WHERE ARE you GOING?
![Page 54: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/54.jpg)
pho
@MACKFOGELSON
HOW WILL YOU GET THERE?
![Page 55: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/55.jpg)
NOW iT’S YOUR TURNghTO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
![Page 56: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/56.jpg)
WHO YOUR CUSTOMERS ARE
@MACKFOGELSON
The people you’re providing value to and connecting with.6
![Page 57: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/57.jpg)
PERSONA RESOURCEShttp://www.amazon.com/The-Essential-Persona-Lifecycle-Building/dp/0123814189
@MACKFOGELSON
https://moz.com/blog/personas-understanding-the-person-behind-the-visit
![Page 58: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/58.jpg)
HOW YOU’RE HELPING YOUR CUSTOMERS
@MACKFOGELSON
The questions you’re answering and the value you’re delivering.7
![Page 59: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/59.jpg)
TOUCHPOINT RESOURCES
http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
@MACKFOGELSON
https://docs.google.com/spreadsheets/d/16JyunaF9CzTUVzXTZEMfmoFcvKVJ8v3bybJE6J8bOtM/edit#gid=702829276
![Page 60: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/60.jpg)
WHAT’S IMPORTANT NOW
@MACKFOGELSON
What you’re focusing on in the short-term to accomplish goals.8
![Page 61: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/61.jpg)
exercise timeLET’S WORK THROUGH SOME LISTS
@MACKFOGELSON
so that you can identify challenges and opportunities for your team.
![Page 62: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/62.jpg)
@MACKFOGELSON
![Page 63: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/63.jpg)
HOW THE HECKghDO I PICK WHAT’S IMPORTANT NOW?
@MACKFOGELSON
![Page 65: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/65.jpg)
NOW iT’S YOUR TURNghTO APPLY STUFF TO YOUR CANVAS
@MACKFOGELSON
![Page 66: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/66.jpg)
@MACKFOGELSON
Your Focus Canvas
![Page 67: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/67.jpg)
AS YOU LEAVEghBE SURE TO REMEMBER THIS STUFF
@MACKFOGELSON
![Page 68: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/68.jpg)
pho
@MACKFOGELSON
IT TAKES WORK TO FOCUS
https://download.unsplash.com/photo-1426927308491-6380b6a9936f
![Page 69: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/69.jpg)
pho
@MACKFOGELSON
STAY ALIGNED WITH GOALS
https://download.unsplash.com/uploads/14127101912749510b8ed/82743738
![Page 70: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/70.jpg)
pho
@MACKFOGELSON
START FROM MEANING
http://jimlindlauf.areavoices.com/files/2013/03/Starting-Line.jpg
![Page 71: Establishing Focused Marketing Goals - WistiaFest 2015](https://reader038.fdocuments.in/reader038/viewer/2022110122/55ab3f971a28abe3318b4778/html5/thumbnails/71.jpg)
@MACKFOGELSON
http://mackwebsolutions.com/connectCONNECT WITH US
http://mackwebsolutions.com/wistiafest2015
GET THE LINK BUNDLE