marketing ourselves skills & strategies to tell our story how to handle agenda-driven groups...
TRANSCRIPT
Marketing Ourselves
Skills & Strategies to Tell Our StoryHow to Handle Agenda-Driven
Groups
2013 Annual Professional Development Conference
Marketing to a Tough Crowd
Members, Partners, Opponents, Challengers and the Usual
Suspects.
2013 Annual Professional Development Conference
Set Your TimersO30 min: Marketing Like a ProO25 min: Marketing to the Tough CrowdsO20 min: The Crowd Turns Tough (Q&A)
Who is Allison Development
Group?
o Full Service Marketing Firm
o Small Businesso Brand Specialistso Digital & Traditional
Playerso Strategic
Communicators
Who is Erica Allison?
o Business Ownero Momo Marketing Proo Foodie + Craft
Beer Enthusiasto Communicatoro Runner
Who cares?O ClientsO CommunityO PartnersO CompetitionO DetractorsO VendorsO LendersO FamilyO Friends
They are ALL the
same.
And they ALL care.
Marketing Begins With…
Smart
Understanding
OWho you are and what you do…BEST.
Understanding
OWhat matters MOST to the people you serve.
Understanding
OGoals DifferOResults Matter
Marketing IncludesSmarter
Research &Data
Research & Data: Self Search
Your Name Here…
Research & Data: Secure Search
https://encrypted.google.com/
Your Name Here…
Research & Data: Google Alerts
Research & Data: Cross Channel Communication
1. Pick up phone.2. Grab a coffee.
Marketing MeansUsing the Data to Drive
Marketing
Even
Smarter
Using and Understanding
Data:
Google Analytics
Key Words
Traffic Sources
Visitor Location
Landing Pages
What just happened?
What do you do with the data?
OChange your tuneOAdjust your messageOReflect changes across all
platforms
Solidify Your Brand
Hit the Message Up Front
This Council is about Economic Development!
Move Quickly & Boldly
The Marketing R&D Hot ListSelf Reflection: Opportunities &
Challenges
Outside Evaluation:
Opportunities & Challenges
O Google Yourself - routinely
O Google Alerts O Google AnalyticsO Cross Channel
CommO Surveys, Emails,
Social Media
O Google Others – routinely
O Google AlertsO Coffee TalkO Show Up
Rinse & Repeat
Marketing to the Tough Crowds
A Case Study: GroWNC
Project OverviewWhat:
O HUD Sustainable Communities Grant (2010)O Economic prosperity, quality growth, and sustainable
development How:O Existing plans and strategies
O Extensive public involvement >> Solutions Who:
O Land of SkyO Consortium to guide and facilitate + Community to lead
Where:
O Western NC: Buncombe, Haywood, Henderson, Madison & Transylvania counties
Timing is Everything
Who are we talking to here?
What are we saying?!?
What’s in a Brand ?
Were we on target?
Or, even on the board?
Logo & Message Evaluatio
n
STAY ON POINT.COVER YOUR BASES. Don’t ignore the elephants.
When you pivot…
Brand Integrity• Messaging &
Talking Points• Frequently
Asked Questions• Meeting
Protocols• Communication
Tools• Templates• Graphic
Standards
minding the elephants…
Cross Channel Communication
Brand Management: Message Reinforcement
Not Just A-21 or Tea Party
Fence Jumping
O Understand their motivations
O Understand their language – use it
O Show upO Help build a new
fenceO Invite them over for
coffee
Put Successes Results Up Front
And Remember…O We ALL want to do business or work
with people we trust and know – get to know them.
O While the Goals + Motivations may differ…
O The desire for Results still remains.
The Crowd Turns
Results!
Challenges
