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Continuous Alignment of Marketing StrategyChris Do and Jose Caballer
Search Love 2015
01WORLD IA DAY 2015 DESIGNING POWERFUL FACILITATED WORK SESSIONS
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SEO SEM Mobile Email Analytics Brand Funnel Cake
Content Landing Pgs Facebook Twitter Instagram SnapChat YouTube Pinterest
Video Brochures One Sheets Conferences Tradeshows Events PR And More
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YOUR CHALLENGES
Channel Fragmentation
Hiring the right team
Getting executive buy-in on strategy
Managing multi-disciplinary teams
Internal coordination of marketing activities
How to measure and report, learn and improve efforts
Digital, social and the new marketing channels
How to handle the creative development process
Understanding customer context and integrating into campaigns
Channel Fragmentation
Hiring the right team
Getting executive buy-in on strategy
Managing multi-disciplinary teams
Internal coordination of marketing activities
How to measure and report, learn and improve efforts
Digital, social and the new marketing channels
How to handle the creative development process
Understanding customer context and integrating into campaigns
1
2
3
4
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Business TechDesign Marketing
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Is there a better way?
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OUR STORY
We need to know
Brand Customers Goals
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
Volunteer
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
Who buys and uses your product or service?
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
Who buys and uses your product or service?
What is your customer trying to get done in their work or life?
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
Who buys and uses your product or service?
What is your customer trying to get done in their work or life?
What is their attitude and opinions about you?
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
Who buys and uses your product or service?
What is your customer trying to get done in their work or life?
What is their attitude and opinions about you?
What is their risk, pain or frustration?
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
Who buys and uses your product or service?
What is your customer trying to get done in their work or life?
What is their attitude and opinions about you?
What is their risk, pain or frustration?
What do they need to overcome their challenges?
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
Who buys and uses your product or service?
What is your customer trying to get done in their work or life?
What is their attitude and opinions about you?
What is their risk, pain or frustration?
What do they need to overcome their challenges?
What features, campaigns or tools can we provide?
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
What you sound like to your customer?
Who buys and uses your product or service?
What is your customer trying to get done in their work or life?
What is their attitude and opinions about you?
What is their risk, pain or frustration?
What do they need to overcome their challenges?
What features, campaigns or tools can we provide?
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
What you sound like to your customer?
Who buys and uses your product or service?
What is your customer trying to get done in their work or life?
What is their attitude and opinions about you?
What is their risk, pain or frustration?
What do they need to overcome their challenges?
What features, campaigns or tools can we provide?
The emotional & quantitative benefits you provide
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
What you sound like to your customer?
Who buys and uses your product or service?
What is your customer trying to get done in their work or life?
What is their attitude and opinions about you?
What is their risk, pain or frustration?
What do they need to overcome their challenges?
What features, campaigns or tools can we provide?
The emotional & quantitative benefits you provide
Adjectives that describe your customer
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
10 min
Demo
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
7 min
Team A
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
7 min
Team B
Customer Job Mindset
Challenges Needs Solutions
Brand Attributes
Voice
Impact
Customer
Company: Initiative:
D O T
Brand, Customer and Goals Quicksheet Made for you with love by the:
Reflect
3 min
1
Culture2
Customer3
Voice4
Feel5
Impact
X-Factor
• fun• friendly• flexible• giving• happy
• overwhelmed • female• transitional• sentimental• multitasking
professionally run, organized, modernand highly attentive staff & management
• protected• at peace• empowered • better served• guilt free
• warm• friendly• non judgmental• empathetic• professional• attentive
• secure• relaxed• important• informed• welcome
Trojan StorageRebranding Case Study
Trojan Storage provides storage solutions to local communities in a warm, professional and friendly environment while helping them feel secure and giving them peace of mind.
Simplified Positioning
Trojan StorageRebranding Case Study
Straight Line
Start Delivery
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CLEAN. SAFE. SECURE.
EXCEPTIONALLY HIGH STANDARDS
OVER- PROTECTIVE? YOU BET.
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QUOTE:
“You’ve somehow been able to crawl inside my brain and deliver something that I was unable to
describe. This is the brand I always hoped we’d have.”
– Brett Henry/Trojan Storage CEO
Story:
Came first time as guest. Has been back to Ole’s several times (5 over the last 7 years). First time with kids but as they got older goes with clients.
Hunter– dove whitetail deer. Goes to Argentina to hunt with college buddies. Has deer lease.
Father passed away. 2008 company financials weren’t great, so skipped a year.
Comes to get away from pressure, incessant barrage of information, crowds, the grind. Relax w/ buddies. Time on water w/ guest important. Likes to fish but dinner is important. Likes group atmosphere. Middle of the pack attitude.
Wants to kill something. Share stories and be part of community. Feel warm and fuzzy.
Demographic:
582nd Marriage3 Kids (30, 28, 24)2 Kids from 1st wifeMasters Political ScienceBachelors of Commerce$250k
Houston, Texas
Likes broad range of music: George Jones, Taylor Swift.
Reads Wall Street Journal, NY Times (it’s for work, but he enjoys being informed).
Needs:
Joe Everything looked after. No hassle. Looking for break from having to worry about all the details in his life.
Wants to have feeling of accomplishment. Making decisions on instinct. Get away from analytic thinking. Go with gut and intuition.
Get away from sterile environment.
Reconnected with natural world. Be in the elements. Primal self (hunter/gatherer). “Good caveman”. Getting out into the outdoors.
Emotional need. Get centered. Decompress.
Want to be heard.
Feel like kid. Reconnect w/ youth. Feel younger.
Solutions:
• Personalized greeting (first name basis) from very beginning (Joan), Ernie welcomes guest, through goodbye wave, photo album follow up.• 24 hr response• All-inclusive (rain-gear, tackle, license ready on arrival, dietary needs, fish processing, anticipating needs, trip planner, reminder emails)• Dock talk, BBQ night, happy hour, scheduled gathering time• Create illusion of perfect world, conflict and worry free. Utopia for fisherman.• 5 Star service.
User 1: Joe Johnson (CFO Weyerhauser)
get away from pressure
relax
share stories
Story:
Came first time as guest. Has been back to Ole’s several times (5 over the last 7 years). First time with kids but as they got older goes with clients.
Hunter– dove whitetail deer. Goes to Argentina to hunt with college buddies. Has deer lease.
Father passed away. 2008 company financials weren’t great, so skipped a year.
Comes to get away from pressure, incessant barrage of information, crowds, the grind. Relax w/ buddies. Time on water w/ guest important. Likes to fish but dinner is important. Likes group atmosphere. Middle of the pack attitude.
Wants to kill something. Share stories and be part of community. Feel warm and fuzzy.
Demographic:
582nd Marriage3 Kids (30, 28, 24)2 Kids from 1st wifeMasters Political ScienceBachelors of Commerce$250k
Houston, Texas
Likes broad range of music: George Jones, Taylor Swift.
Reads Wall Street Journal, NY Times (it’s for work, but he enjoys being informed).
Needs:
Joe Everything looked after. No hassle. Looking for break from having to worry about all the details in his life.
Wants to have feeling of accomplishment. Making decisions on instinct. Get away from analytic thinking. Go with gut and intuition.
Get away from sterile environment.
Reconnected with natural world. Be in the elements. Primal self (hunter/gatherer). “Good caveman”. Getting out into the outdoors.
Emotional need. Get centered. Decompress.
Want to be heard.
Feel like kid. Reconnect w/ youth. Feel younger.
Solutions:
• Personalized greeting (first name basis) from very beginning (Joan), Ernie welcomes guest, through goodbye wave, photo album follow up.• 24 hr response• All-inclusive (rain-gear, tackle, license ready on arrival, dietary needs, fish processing, anticipating needs, trip planner, reminder emails)• Dock talk, BBQ night, happy hour, scheduled gathering time• Create illusion of perfect world, conflict and worry free. Utopia for fisherman.• 5 Star service.
User 1: Joe Johnson (CFO Weyerhauser)
decompress
feel younger
reconnected
Defining the Ole Brand
CASUALFRIENDLY UPSCALE
INTIMATE CHARMINGSPACIOUS
HOSPITABLE
ALL-INCLUSIVE
UNCROWDED
OLD SCHOOL
Ole’s is Refined Rustic
CASUAL CHARMING OLD SCHOOLUPSCALEALL-
INCLUSIVESPACIOUS
Filter
Skyscraper.
Suddenly,he’s a kid again.
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Business TechDesign Marketing
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Business TechDesign Marketing
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Challenge Impact
How to measure and report, learn and improve efforts
Involved stakeholders require less reporting. They feel calmer
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Challenge Impact
How to measure and report, learn and improve efforts
Involved stakeholders require less reporting. They feel calmer
Understanding customer context and integrating into campaigns
Customer profiles serve as a center point for messaging, UX and brand story
C
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K
Challenge Impact
How to measure and report, learn and improve efforts
Involved stakeholders require less reporting. They feel calmer
Understanding customer context and integrating into campaigns
Customer profiles serve as a center point for messaging, UX and brand story
Internal coordination of marketing activities
EVERYONE knows who we are, our customers and goals
C
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Challenge Impact
How to measure and report, learn and improve efforts
Involved stakeholders require less reporting. They feel calmer
Understanding customer context and integrating into campaigns
Customer profiles serve as a center point for messaging, UX and brand story
Internal coordination of marketing activities
EVERYONE knows who we are, our customers and goals
Getting executive buy-in on strategy
Having them IN THE ROOM gets you instant buy-in
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When your teams are aligned it makes marketing better.
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Thank You!
@thechrisdo @josecaballer
