Jose Caballer & Chris Do — Continuous Alignment of Marketing Strategy

Transcript

1. C M Y K Continuous Alignment 
 of Marketing Strategy Chris Do and Jose Caballer Search Love 2015
2. 01 WORLD IA DAY 2015 DESIGNING POWERFUL FACILITATED WORK SESSIONS
3. C M Y K
4. SEO SEM Mobile Email Analytics Brand Funnel Cake Content Landing Pgs Facebook Twitter Instagram SnapChat YouTube Pinterest Video Brochure One Shee Conferen Tradesho Events PR And More
5. C M Y K YOUR CHALLENGES
6. 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
7. 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 1 2 3 4
9. C M Y K Business Tech Design Marketing
10. C M Y K Is there a better way?
11. C M Y K OUR STORY
12. We need to know Brand Customers Goals
13. 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
14. 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?
15. 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?
16. 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?
17. 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?
18. 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?
19. 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?
20. 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?
21. 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
22. 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
23. 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
24. 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
25. 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
26. 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
27. 1 Culture 2 Customer 3 Voice 4 Feel 5 Impact X-Factor • fun • friendly • flexible • giving • happy • overwhelmed • female • transitional • sentimental • multitasking professionally run, organized, modern and 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 Storage Rebranding Case Study
28. 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 Storage Rebranding Case Study
29. Straight Line Start Delivery
30. C M Y K MESSAGING
32. CLEAN. SAFE. SECURE. EXCEPTIONALLY HIGH STANDARDS
33. OVER- PROTECTIVE? YOU BET.
37. C M Y K 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
40. 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: 58 2nd Marriage 3 Kids (30, 28, 24) 2 Kids from 1st wife Masters Political Science Bachelors 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: Solutions: User 1: Joe Johnson (CFO Weyerhauser) get away from pressure relax share stories
41. Wants to kill something. Share stories and be part of community. Feel warm and fuzzy. 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. decompress feel younger reconnected
42. Defining the Ole Brand CASUAL FRIENDLY UPSCALE INTIMATE CHARMING SPACIOUS HOSPITABLE ALL- INCLUSIVE UNCROWDED OLD SCHOOL
43. Ole’s is Refined Rustic CASUAL CHARMING OLD SCHOOL UPSCALE ALL- INCLUSIVE SPACIOUS
44. Filter
53. Skyscraper.
54. Suddenly, he’s a kid again.
57. C M Y K Business Tech Design Marketing
58. C M Y K Business Tech Design Marketing
59. C M Y K Challenge Impact How to measure and report, learn and improve efforts Involved stakeholders require less reporting. They feel calmer
60. C M Y K 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
61. C M Y K 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
62. C M Y K 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
63. C M Y K When your teams are aligned it 
 makes marketing better.
64. C M Y K Thank You! @thechrisdo @josecaballer