Marketing from the Inside Out
Justin Foster – CMOTricycle Consulting
The Simple Idea:
Create a people-driven brand.
Defining the Audience1. Employees
2. Investors, Board members, supporters
3. Active customers
4. In-active customers
5. Influencers (the media, community leaders)
Brand Core:
If my company was a religion, the one thing you must believe is ________.
Goal:
To create brand “evangelists”
Traits of “Evangelists”1. Driven by belief, not value.
2. Believe in concrete proof, not abstract concepts.
3. “Evangelize” for the joy of it.
4. Pro-active in talking about you.
5. Will defend you in the marketplace.
The Steps
1. Ask for feedback2. Have “first-name” relationships3. Be unexpected4. Be transparent5. Publish your knowledge6. Tell stories
What NOT to do
1. Referral programs2. Have gaps between your marketing
promises and customer experiences.3. Have advertising that doesn’t reflect brand4. Rely on organic word-of-mouth5. Be message/campaign-centric
The Tools
1. Contact management system (example: iContact)
2. Web-based survey method (example: surveymonkey)
3. Thank you cards4. A blog(s)
Remember:
This is not just a philosophy, it is a system.
The Results
1. Increase new customer base via word-of-mouth
2. Increased “adoption”
3. Greater internal morale
4. Reputation; a sense of inevitability.
5. Spending less money on marketing tactics.
Open Forum• Clarification on terminology or definitions?
• New technology and tools?
• Marketing trends?
• More case studies?
For more information:[email protected]
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