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Marc Williams' session at MarketMix 2014
Citation preview
Enter the
Mobius™
PSAMA MarketMixMarch 26, 2014
People are smart. It’s a whole new world.
A burning case for a new model.
How the Wolf became an American.
The funnel is really a hurricane.
Tired of the same answer?
Ask a different question.
MOBIUS
Brand & Product
A brand sets expectations and removes a product from parity.
Start your marketing with the product itself.
STRAND #1
ALWAYS ON
Influencers
Influencers create an impression.
From ads to social media, online reviews, PR, Point of Sale, etc.
This is an area most marketers are comfortable with creating.
STRAND #2
ALWAYS ON
Conception
Or here.
STRAND #3
The Need
The need, want, hunger and desire start here.
But unlike traditional models, our cycle may not start here.
Consideration
Active evaluation
Major crossover with Influencer strand
Most major change in how we advertise needs to be addressed here.
STRAND #4
Making a choice.
Purchase
The transaction experience.
Includes: Purchase triggers such as coupons, price, ease of transaction, availability, online store experience, and sales assistance.
STRAND #5
The choice is made.
Experience
How does it work; as advertised?
Customer service, warranty, CRM
Will it create loyalty? Will you tell your friends?
STRAND #6
Post-purchase
Choose your own adventure
Genre • Product • Character
Pick a card,
any card
DiagnosticsHow to apply the Mobius Cycle
A letter from you.
Write down the one thing you want to remember about the Mobius Cycle and how it applies to your business.
We’ll collect all the cards and mail them to you in 2 weeks.
Applied learning
But wait, there’s more.Questions and a special offer.