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TyE Boot Camp -July 2013

MARKETING TO THE CUSTOMERS.

Shashi Bellamkonda•VP, Digital Marketing -Bozzuto.com•Adjunct Professor, Georgetown University

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THE PRODUCT IS THE BEST FORM OF MARKETING

Photo Credit : Apple

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GO TO MARKET

http://jubileefoodpantry.wordpress.com/2010/04/20/bauman-farms/

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EVOLVING PRODUCT

Credit: Google Image Search http://b.shashi.co/12vM0vH

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3 STEPS TO SUCCESS

1.Create a great product

2.Create awareness for your product

3.Ensure a awesome customer

experience

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DISCUSSION1.Products and awareness

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THERE WAS A WORLD BEFORE THE INTERNET

http://web.archive.org/web/19981202230410/http://www.google.com/

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NOW WE HAVE BACON ICE CREAM

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http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg

TOOLS CHANGE ALL THE TIME

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INFORMATION SOURCES CHANGE

http://stateofthemedia.org/2013/overview-5/key-findings/audience-key-findings/

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THE BASICS NEVER CHANGE

Your Objective: Win Favor from the Public

• Build awareness• Create identity• Enhance Image• Inform public• Good reputation

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DISCUSSION

Identifying customers and sources

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BRAND : WHO YOU THINK YOU ARE?

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WHO YOU ACTUALLY ARE?

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WHO YOUR AUDIENCE THINKS YOU ARE?

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DISCUSSIONEnsuring customer perception is inline

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MARKETING TOOLS

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WORD OF MOUTH

Photo credit Flickr: (cc) http://b.shashi.co/137Wbqd

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http://smallbiztrends.com/2013/06/business-signs-work.html

1. Location2. Brand promise3. Special

Occasions4. Competition5. Online-offline

Connection

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COMMUNICATION

Photo Credit : http://guides.lib.ndsu.nodak.edu/communication

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ENGAGEMENT

Photo Credit : http://www.flickr.com/photos/briansolis/9241526804/lightbox/

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RETENTION

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REPUTATION

Photo Credit : http://b.shashi.co/13Fb62D

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THOUGHT LEADERSHIP

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ADVERTISING

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CONTENT MARKETING

ContentRulesbook.com

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GROUP WORKSHOPCreate a tools checklist for your company

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CASE STUDY - KIKSCORE

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OBJECTIVES - KIKSCORE

•Awareness

•Customers

•Partners•Acquisition

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Sold to Google

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AWARENESS

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AWARENESS

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CUSTOMERS

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PARTNERS

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CONNECTIONS AND COMMUNITY BUILDING

• Existing customers

• Influencers

• Friends and contacts

• Readers

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STRANGERS SHAPE YOUR REPUTATION

Word of Mouth

has become

Word of Mouse

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YOUR CUSTOMER CONNECTION PLAN

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4 PRINCIPLES OF CUSTOMER MARKETING

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http://customersrock.net/the-hidden-power-of-your-customers/

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CUSTOMER EXPERIENCES WILL BE SHARED

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CUSTOMERS TALK ANYWHERE

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4141

This guy wants to make sure the book and the DVD are saying the same thing

CONSUMERS WANT MORE TRANSPARENCY

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DEFENDING YOUR REPUTATION IS CRUCIAL

http://www.youtube.com/watch?v=4ESU_PcqI38

http://www.youtube.com/watch?v=PKUDTPbDhnA

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NEVER USED A COMPUTER – YET HIS BRAND EXISTS ONLINE

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Personal Brand vs. CompanyPersonal Brand Company

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1. SET YOUR ORGANIZATIONAL OBJECTIVE

Who are you trying to reach ?

What do you want to change?

How will this affect your organization?

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2. IDENTIFY RESOURCES

In-house

Make it part of existing resources

Outsource

Use existing community

Find internal evangelists

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3. SETUP A LISTENING POSTIdentify tools

Feedback process

Buy in from players

Identify market concerns

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4. DEFINE RULES OF ENGAGEMENT Who is allowed to talk

Set a social media policy

Brand guideline consistency

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5. IDENTIFY POTENTIAL ALLIANCES Partners social capital

Peers from similar industries

Offline groups

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6. BECOME A CONTENT MARKETER Blogs

Social Updates

Sharing/Curation of content

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7. ENGAGE IN OFFLINE AND ONLINE COMMUNITIESF2F beats any online interaction

Social helps maintain offline connections

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8. DEFINE DIGITAL FOOTPRINTEquation for Adopting New Networks

Time Audience Search Results In-House support

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9.INTEGRATE YOUR MARKETING EFFORTS

Add your social media sites to your website

Tell your followers on Twitter about your newsletter offers

Add a sign-up section to your Facebook Page

Add a link to your website from your blog

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10. RESULTS AND MEASUREMENT

Measure outcomes

Achieve attitudinal changeEngagementReputation benchmarkingTraffic Social GraphInbound linksAwards & RecognitionOffer & Coupon redemptionRetained customers

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Questions

VP- Digital Marketing, Customer Experience and

Analytics Leader, Small Business Speaker and

Columnist

Adjunct Professor – Georgetown University

Featured :

Washington Business Journal | Washingtonian

Magazine Tech Titan 2009 & 2011 | Small Business

Influencer 2011 & 2012 Champion | Winner of the 2012

Minority Business Leader Awards| AmEx Open

Forum | Featured in 15 Books

Shashi Bellamkonda

shashib@gmail.com

Follow On Twitter: @shashib