Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Marketers are Curators

Thomas Escher
December 23, 2016

Marketers are Curators

Marketing is becoming honest. About time. Gone are the days where egocentric know-it-alls with theatrical messages only ever followed one goal: to sell. Present-day marketing curates customer problems and translates them into desirable products. Wishful thinking based on marketing theory? Or a feasible approach? A field test.

Thomas Escher

December 23, 2016
Tweet

More Decks by Thomas Escher

Other Decks in Business

Transcript

  1. W H E R E ’ S T H E

    P R O B L E M ? Thomas Escher Co-Founder — www.whytes.co @noprescher Marketers are Curators W W W . W H Y T E S . C O
  2. 5 The right Perspective / Customer- vs. Product-Centric Approach Product

    Centricity Why my product is so important to buy? Product
  3. 7 The right Perspective / Customer- vs. Product-Centric Approach Product

    Centricity Why my product is so important to buy? Product Consumer
  4. 8 The right Perspective / Customer- vs. Product-Centric Approach Customer

    Centricity How can I improve my customers life? Consumer Produkt Produkt Produkt Produkt Service Service Service Service Product Centricity Why my product is so important to buy? Product
  5. Making products for your customers is surely far more efficient

    than finding customers for your products. — Seth Godin: Author, Entrepreneur, Marketer
  6. 10 Lego & Ritter Sport / Make Products for and

    WITH your Customers Lego Ideas: Stone on stone to a collaborative brand community — since 2011. https://ideas.lego.com
  7. 11 Lego & Ritter Sport / Make Products for and

    WITH your Customers Lego Ideas: Stone on stone to a collaborative brand community — since 2011. https://ideas.lego.com Sortenkreation: Community- driven, democratic product development — since 2015. www.ritter-sport.de/sortenkreation
  8. 12 Lego & Ritter Sport / Make Products for and

    WITH your Customers Lego Ideas: Stone on stone to a collaborative brand community — since 2011. https://ideas.lego.com Sortenkreation: Community- driven, democratic product development — since 2015. www.ritter-sport.de/sortenkreation
  9. Are modern Marketers therefore merely the string-puppets of their customers?

    Not at all. They are rather curators of ideas, translators of features and providers of utility to bond with their loyal customer-base.
  10. 17 The L.U.S.T.-Principle / How can we help you? L.isten

    Listen, ask and convers with your potential target audience
  11. 18 The L.U.S.T.-Principle / How can we help you? L.isten

    Listen, ask and convers with your potential target audience U.nderstand their pain points, concerns and desires and weigh them in with your strategy
  12. 19 The L.U.S.T.-Principle / How can we help you? L.isten

    Listen, ask and convers with your potential target audience U.nderstand their pain points, concerns and desires and weigh them in with your strategy S.ystemize / Translate what you know. In other words: Start connecting the dots
  13. 20 The L.U.S.T.-Principle / How can we help you? L.isten

    Listen, ask and convers with your potential target audience U.nderstand their pain points, concerns and desires and weigh them in with your strategy S.ystemize / Translate what you know. In other words: Start connecting the dots T.ell / Market your co-created product and start listening again so you know where to iterate
  14. What does the perfect white T-Shirt look like for you?

    We put this simple question to 379 Fashion Enthusiasts, mostly Bloggers, around the globe — and got pleeeenty of answers.
  15. What does the perfect white T-Shirt look like for you?

    Needs to be a Slim Fit Style Mid-length Slim Cut Sleeves Must not Shrink at all Needs to stay white throughout its Lifetime Should be wearable as Under- & Stand- alone Shirt Needs to be super soft, premium Fabric
  16. Well. Fitted. Premium. Soft like a Feather. Slim Fit Style.

    Luxurious Fabric. Handmade in Germany.
  17. Customers don't buy shoes from TOMS, they buy a story.

    — Blake Mycoskie, Founder of TOMS shoes
  18. » 379 Co-Creators around the World » Handmade in Germany

    » Own Sizes / Grading: 10 Sizes available per Style » English Garden Munich: Measurement Promotion
  19. Is there a better job than working as the well

    paid help of your loyal customer fan base? 44 Looking for your dream Job? / Start helping your Customers
  20. 45 Questions? / Touch base. Any time. Thomas Escher Co-Founder

    www.whytes.co [email protected] @noprescher Nadia Botzenhard Co-Founder www.whytes.co [email protected] @nadiaBotzi