Marketing is not a dirty word
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Marketing is not a dirty word. Lauren Bacon @laurenbacon Wednesday, 27 June, 12
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When was the last time you enjoyed marketing your business? Or even being marketed to? Many of us associate marketing with icky, pushy, inauthentic, and unwelcome sales pitches - but there's hope for the entrepreneur who knows she needs to market her products or services, despite the ick factor. In this workshop, I give an overview of the 3 types of marketing challenges, wax poetic about how to overcome the ick factor, and explain exactly how to design your very own, custom-built, DIY marketing strategy. There is an accompanying worksheet available at http://bit.ly/diymktg.
Transcript of Marketing is not a dirty word
Marketingis not a dirty word.
Lauren Bacon@laurenbacon
Wednesday, 27 June, 12
Talk amongst yourselves.photo: emdot
Wednesday, 27 June, 12
What is your biggest marketing challenge?
Wednesday, 27 June, 12
3 kinds of marketing challenges:
1. Philosophical2. Strategic3. Tactical
Wednesday, 27 June, 12
Philosophical ChallengesThe “Ick” Factor
photo: Stuck in Customs
Wednesday, 27 June, 12
Strategic ChallengesWho, What, & Where
photo: Matthew McVickar
Wednesday, 27 June, 12
Tactical ChallengesWhen & How
photo: Bethan
Wednesday, 27 June, 12
If your challenges are tactical… they’re not, really.
Wednesday, 27 June, 12
Philosophical ChallengesThe “Ick” Factor
photo: Stuck in Customs
Wednesday, 27 June, 12
What if we called it…relationship building,community creation,or lead generation?
Less icky?
Wednesday, 27 June, 12
Push vs Pullphoto: pasukaru76
Wednesday, 27 June, 12
Wednesday, 27 June, 12
Community is built withcommon ground
& common language.photo: Brandon Christopher Warren
Wednesday, 27 June, 12
Strategic ChallengesWho, What, & Where
photo: Matthew McVickar
Wednesday, 27 June, 12
Find your people.photo: See-ming Lee
Wednesday, 27 June, 12
Fun with personas
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Exercise: Mini-Persona
• First Name• Age• Occupation• Currently reading…• Likes to eat…• Chooses your product/service
because…
Wednesday, 27 June, 12
What does she THINK & FEEL?core values
major preoccupationsworries & aspirations
What does she SAY & DO?attitude in public
appearancebehaviour towards others
What does she HEAR?what friends say
what influencers say
What does she SEE?environment
friendswhat the market offers
PAINfears
frustrationsobstacles
GAINwants/needs
measures of success
Credit: XPLANE
The Empathy Map
Wednesday, 27 June, 12
What does she THINK & FEEL?core values
major preoccupationsworries & aspirations
What does she SAY & DO?attitude in public
appearancebehaviour towards others
What does she HEAR?what friends say
what influencers say
What does she SEE?environment
friendswhat the market offers
PAINfears
frustrationsobstacles
GAINwants/needs
measures of success
Credit: XPLANE
Wednesday, 27 June, 12
Some people are not your people. And that’s OK.
photo: Telstar Logistics
Wednesday, 27 June, 12
Stand out from the crowd.photo: onkel_wart
Wednesday, 27 June, 12
Cultivate your voice.photo: VancityAllie
Wednesday, 27 June, 12
Be useful. Be generous.photo: kris krug
Wednesday, 27 June, 12
Brochures and websites and business cards, oh my…
photo: Michael Kappell
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One thing at a time.photo: splorp
Wednesday, 27 June, 12
Measuring successphoto: Julia Manzerova
Wednesday, 27 June, 12
DIY Marketing Strategy1. Find your people (personas, empathy
map)2. Define your value proposition3. Cultivate your voice (meal exercise, room
exercise, icons/heroes)4. Brainstorm content ideas (enthusiasm,
knowledge, inspiration)5. Choose & prioritize materials & venues6. Decide how you’ll measure success7. Experiment, measure, & refine
Get (and share!) the worksheet: http://bit.ly/diymktg
Wednesday, 27 June, 12
Questions?
The Boss of You: www.thebossofyou.com
Twitter: @laurenbacon
Wednesday, 27 June, 12
