Find the Red Thread The Hidden Path to Building Better Brands Tamsen Webster

Transcription

1 Find the Red Thread The Hidden Path to Building Better Brands Tamsen Webster Executive Producer

2 Jennifer keeps the milk cold. We called her "the skinny singer." I found the box empty. Random Sentence Generator "Make Sense Mandate"

3 Here. There. Close the gap.

4 No Hole

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7 Here. There.

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9 There's something in the gap.

10 Meaning fills the gap. Build? or Bridge?

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13 No Hole We can't see the patterns themselves.

14 Meaning follows a universal pattern.

15 Problem Idea Change

16 Find the Red Thread.

17 Problem Idea Change Text "RED THREAD" to

18 Step 1: Define the problem Step 0: Define the goal THEIR goal, not yours

19 Step 1: Define the problem Step 2: Identify the IDEA

20 Step 3: Describe the change Step 4: List the actions

21 Step 0: Define the goal Improve ROI of digital marketing

22 Step 1: Define the problem Prioritizing media over message. Step 2: Identify the IDEA Mindsets drive actions.

23 Step 2: Identify the IDEA Step 3: Describe the change Match message and media to mindsets.

24 Step 3: Describe the change The Consumer Activation Model VISION REALIZATION EMPOWERMENT TRANSFORMATION VALIDATION Step 4: List the actions "Content for now. Treatment for next."

25 Step 4: List the actions CONSUMER ACTIVATION MODEL for CONTENT R E A L I Z A T I O N V I S I O N E M P O W E R M E N T V A L I D A T I O N T R A N S F O R M A T I O N S T A T E Pre-contemplation (not ready) Contemplation (getting ready) Preparation (ready) Action Maintenance A C T I V I T Y Passive consumption Initial consideration Active Evaluation Purchase Experience T A S K Create a realization of a need/opportunity Inspire a vision for the future Mitigate risk & empower the consumer Validate the purchase & purchaser Enable transformation Friend of Mine Awareness Identify pain points: Does this sound like you? Answer: Why am I? Top of Mind Awareness to Preference Outline future states, and their benefits Answer: What s in it for me? Frame of Mind Awareness / Inbound Marketing Creed: They ask. You answer. Answer: How? Close the deal Place customer in pantheon of success Inspire: I made the right decision because I m awesome. Move people from passive to active loyalty Provide content proof that you re still with them Answer: How do I get the most out of? C O N T E N T Benchmarking, quizzes, graders, infographics Case studies, reviews, best practices Comparative info, price and cost options, common challenges and their solutions, tools to sell in, demos, ebooks Private support/access, features on customer/ business, peer-to-peer support, loyalty program Tailored content from previous phases, 1:1 messaging and offers, research panels, referral engines, gamification, contests D A T A B R A N D Content Saturation Index, potential ranking/authority, TAM/SAM/SOM C O N S U M E R Language, keywords, related searches, pain points B R A N D Competitive offerings: brand promises and unique value props C O N S U M E R What success looks like, broad goals, detail from Realization Stage content, other brands in consideration set B R A N D Competitive offerings: features, benefits and cost level C O N S U M E R Common obstacle/fears, success metrics, segmentation, triggers to mitigate risk/raise confidence B R A N D Point of purchase dangers, competitor onboarding and loyalty programs C O N S U M E R Full profile info specific goals, what purchase enables B R A N D & C O N S U M E R Continued behavioral segmentation, contact velocity on forums, customer satisfaction, fall-off on onboarding or usage, Net Promoter Score G O A L R E A L I Z A T I O N of need I D E N T I F I C A T I O N of ideal state D E C I S I O N to buy P U R C H A S E and usage A D V O C A C Y on- and offline P R O O F Click through to next stage content Click through to next stage content, inbound inquiries Click to buy, contact sales, invite a sales call or meeting Purchase, usage data, completed onboarding processes Referrals, published reviews, participation in peer support, social chatter T A M S E N a n d T O M W E B S T E R, Our Red Thread: "To maximize your marketing ROI, we match message and media to your customer's mindset."

26 90% close rate

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28 What's yours? tamsenwebster

29 LinkedIn: tamsenwebster