Marketing Strategy: The Science and Psychology Behind Effective Campaigns
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MARKETING STRATEGY RYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
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Transcript of Marketing Strategy: The Science and Psychology Behind Effective Campaigns
MARKETINGSTRATEGYRYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
INTRODUCTION
ABOUT THE AUDIENCE
• WHO DOES YOUR MARKETING?
• WHAT ARE YOUR BIGGEST ISSUES??
WHY
• WHY ARE YOU ATTENDING THIS SESSION?
• WHY IS MARKETING IMPORTANT TO YOUR AGENCY??
WHAT IS MARKETING?
DEFINITIONS• MARKETING:
• ADVERTISING:
• PUBLIC RELATIONS:
• COMMUNICATION:
• CUSTOMER SERVICE:
• CUST. RELATIONSHIP MGMT:
• BRANDING:
promoting and selling products or services, including market research and advertising
producing advertisements for commercial products or services
professional maintenance of a favorable public image the messages and media you deploy to communicate with the market
the provision of service to customers before, during and after a purchase
a system for managing interactions with current and future customers
creating a unique name and image for a product, mainly through advertising
MARKETING
promoting and selling products or services, including market
research and advertising
embellishing and hawking products or services, including market research and advertising
THE HISTORY OF MARKETING
2000190018001700160015001400 1990 2010
PRE-INDUSTRIAL POST-INDUSTRIAL
PRINTWORD OF
MOUTH
PRE-DIGITAL DIGITAL
Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention
START WITH WHY
http://www.youtube.com/watch?v=IPYeCltXpxw
START WITH WHY
WHY
HOW
WHAT
EXAM
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EXAM
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EXAMPLE
EXAM
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• WHAT IS THE WHY FOR OUR PROFESSION?
• HOW SHOULD "THE WHY” EFFECT OUR PROMOTIONAL MATERIALS?
DISCUSSION
?
EXAMPLEMission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
EXAMPLEMission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
PUTTING IT TO USE
We believe that parks and recreational opportunities provide the foundation for the physical, social, economic and environmental viability and well-being of a community….
PUTT
ING I
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YMCA FALL VOLLEYBALL
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YMCA FALL VOLLEYBALLAges 8-16, Cooper Street Branch November 1 - December 1
Come and join us for a fun and exciting recreational volleyball league. No experience necessary. Practice begins October 20. League begins November 1.
The cost is just $19 for full members and $75 for program members. Registration ends September 28.PU
TTIN
G IT T
O USE
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• DIVIDE INTO GROUPS
• CHOOSE A SPECIFIC PROGRAM OR SERVICE
• DETERMINE THE WHY, HOW AND WHAT
• DEVELOP AD COPY THAT FOCUSES ON THE WHY
GROUP ACTIVITY
!
Purple Cow
PURPLE COWWHAT MAKES YOUR
DEPARTMENT/FACILITY REMARKABLE?
WHAT DIFFERENTIATES YOUR PROGRAMS/
SERVICES FROM YOUR COMPETITORS?
PURPLE COWREMARKABLE = WORTH
MAKING A REMARK ABOUT
BEING SAFE IS RISKY
BEING VERY GOOD IS INVISIBLE
http://youtu.be/V82OwyF_vBg
PURPLE COW
PURPLE COWWHAT WAS YOUR MOST RECENT
REMARKABLE EXPERIENCE?
WHAT MAKES YOUR DEPARTMENT/FACILITY
REMARKABLE?
WHAT MAKES YOUR PROGRAM(S) REMARKABLE?
• DIVIDE INTO GROUPS
• COME UP WITH A REMARKABLE PROGRAM OR SERVICE THAT NO OTHER DEPARTMENT IS DOING
GROUP ACTIVITY
!
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
FOCUS LESS ON COMPETITORS AND
MORE ON ALTERNATIVES
BLUE OCEAN STRATEGY• Which of the factors that the industry
takes for granted should be eliminated?
• Which factors should be reduced well below the industry’s standard?
• Which factors should be raised well above the industry’s standard?
• Which factors should be created that the industry has never offered?
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
REFLECTIONWRITE DOWN YOUR ANSWERS TO THE FOLLOWING:
• HOW DO YOUR PROGRAMS DIFFER FROM YOUR COMPETITION?
• WHAT IS YOUR UNIQUE SELLING PROPOSITION?
?
WHY THINGS CATCH ON• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL VALUE
• STORIES
SOCIAL CURRENCY
PEOPLE SHARE THINGS THAT MAKE THEM LOOK GOOD
• Find inner remarkability.
• Make people feel like insiders.
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TRIGGERS
TOP OF MIND, TIP OF TONGUE
• Consider the context.
• Grow your habitat.
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EMOTION
WHEN WE CARE, WE SHARE
• Focus on feeling rather than function.
• Emotional = more likely to go viral.
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PUBLIC
BUILT TO SHOW, BUILT TO GROW
• Public = more likely to be imitated.
• Design products that advertise themselves.
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PRACTICAL VALUE
NEWS YOU CAN USE
• Useful things get shared.
• Highlight knowledge and package value.
PUTT
ING I
T TO U
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STORIES
INFORMATION TRAVELS UNDER THE GUISE OF IDLE CHATTER
• Build a story that people want to tell(and carries your idea along for the ride).
PUTT
ING I
T TO U
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• SHARE HOW YOUR DEPARTMENT HAS USED ONE OF THESE SIX TACTICS.
GROUP ACTIVITY
!
WHY THINGS CATCH ON• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL VALUE
• STORIES
BEHAVIORAL ECONOMICS
ANCHORING
Anchoring occurs when individuals use an initial piece of information to make
subsequent judgments.
RELATIVITY
Given three choices: A, B (distinct, but equally attractive) and A- (similar, but inferior), we will almost always choose A because it is clearly
superior to A-.
RELATIVITY
https://www.youtube.com/watch?v=f0uBANguiQs
THE POWER OF FREE
ZERO/FREE IS A SOURCE OF IRRATIONAL EXCITEMENT
SOCIAL NORMS
Money is often the most expensive way to
motivate people. Social norms are cheaper and
often more effective.
THE PRICE OF OWNERSHIP
The “Endowment Effect” means that when we own something, we begin to value it more than
other people do.
EXPECTATIONS
The mind gets what it expects.
THE POWER OF PRICE
Price has an impact on efficacy.
PERSUASION
RECIPROCITY
People tend to return a favor.
SCARCITY
Scarcity generates demand.
AUTHORITY
People tend to obey authority figures.
CONSISTENCY
Once someone commits they are more likely to
do it.
LIKING
People are more easily persuaded by people
they like.
CONCENSUS
People want to fit in.
CONSUMER BEHAVIOR MODELS
AIDA
• ATTENTION
• INTEREST
• DESIRE
• ACTION
THE MARKETING/SALES FUNNEL(ONE VERSION OF MANY)
THE ZERO MOMENT OF TRUTH
THE ZERO MOMENT OF TRUTH
THE ZERO MOMENT OF TRUTH
Fact:
As of 2013, the average shopper consults 10.4 sources prior to making a purchase
PERMISSION / INBOUND MARKETING
INTERRUPTION MARKETING
Interruption marketing involves promoting through continued
advertising, promotions, PR and sales.
PERMISSION MARKETING
Permission marketing requires that a customer has given
explicit permission or implicit permission for you to send a
promotional message.
INBOUND MARKETING
Inbound marketing attempts to earn attention through
interesting content.
FOR EACH PLATFORM MENTIONED, DETERMINE WHETHER THE
PLATFORM IS PERMISSION / INBOUND
MARKETING OR INTERRUPTION / OUTBOUND MARKETING
GROUP ACTIVITY
!
INTEGRATED MARKETING
InTEGRATED MARKETING
Coordinated use of different promotional
methods that reinforce each other.
InTE
GRAT
ED M
ARKE
TING
NATURALLY.ORG & NF FUN NEWS
NATURALLYFUN.ORG
NATURALLY FUN NEWS
SKETCH THE MARKETING PLATFORMS/TOOLS USED BY YOUR DEPARTMENT, DRAW
ARROWS TO SHOW RELATIONSHIPS
INDIVIDUAL ACTIVITY
!
REVIEW
QUESTIONS?
MARKETINGSTRATEGYRYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
CITY OF WESTMINSTER: 303-658-2197 [email protected] PERSONAL / CONSULTING: 860-463-6032 [email protected] TWITTER: @HEGRENESS
