A presentation for IDESLI

1. familian&1
insights + interfaces
f o r d i g i t a l m e d i a
a brief overview of
Marketing Strategy, Tools + Tactics
a presentation for IDESLI // February 2, 2015

2. What we’ll discuss today
2
‣A bit about me
‣The Marketing Landscape
‣Branding + Brand “Stretch”
‣Customer Relationships
‣Engagement Tools + Techniques
‣Your business + brand

3. A bit about me
I’m a man of many hats
3
product + engineering manager experience designercorporate strategist

4. The massive landscape of Marketing
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5. Another (slightly simpler) landscape
5

6. Simplifying things a further
6
Biz Dev
Marketing
Sales
Ops
Ops
Finance

7. Layering in context
7

8. What is branding?
8
Visual recognition?

9. A mechanism for differentiation?
9

10. The best brands are functional and emotional
10
Google Maps Apple Maps Waze
Get there. Maybe get there? Help each other
get there!

11. Brands can be disruptive
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Customer’s
demand for
performance
DISRUPTIVE
INNOVATION
Traditional
“technology”

12. Brand umbrellas can drive powerful growth
12
Health/
Wellness
Leisure Money
People/
Planet
Telcom/
Tech
TravelEntertainment

13. Brands have different “elasticity”
13
More
Elasticity
Less
Elasticity
Less
Elasticity

14. X2X Relationships
14
B2C
B2B
OR
B2B2C
VAR
End
Consumer
Customer

15. Customers v. Users
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Customer
User
More Users
More Customers
The
Brand Indirectly
engages
Indirectly
engage

16. Which engagement model is best?
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17. Digital/Viral/Social Marketing Tools
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Pre-launch audience validation
Search Marketing
Viral Marketing
Email Marketing

18. Data analysis + visualization tools
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Website + Application Data
Data Visualization Libraries
Aggregated Dashboards
Custom DIY Dashboards

19. Transactions, Fundraising + Ops
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Frictionless transactions
Crowdfunding + Seed Funding
Streamlined Ops

20. View the interactive summary
at http://maptiv8.com/demos/dt4b.html
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21. What are your brand attributes?
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Business Basics Internal Attributes External Attributes Sustainability Story
Core product(s)/service(s)
Mission: What does the brand
seek to achieve today?
Persona: What is the brand’s
character, tone, and style of
expression?
How does the brand’s
commitment to sustainability
drive its attributes?
Key features
Vision: What does the brand
seek to achieve tomorrow?
Story: Within what context,
heritage, or legacy is the
brand communicated?
What messaging strategy does
the brand use to define its
orientation around
sustainability?
Key benefits
Values: What principles +
beliefs drive the brand’s
mission + vision?
Tagline: How is the brand
succinctly described to
external stakeholders?
What metrics does the brand
cite in its messaging around
sustainability?
Mantra: How is the brand
described to internal
stakeholders?
Identity: What are the brand’s
logo, colors, fonts, and other
design elements?

22. familian&1
insights + interfaces
f o r d i g i t a l m e d i a
Thank you!
Let’s discuss your questions
seth@familian1.com // http://www.slideshare.net/sfamilian