marketing strategies: to get what, marketers need to know why

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To Get to What,

We Need to Know Why.

Chris Paradysz CEO and Co-Founder

PM Digital & Paradysz http://www.pmdigital.com

http://www.pmdigital.com/




Why Do Anything?


The Paradox of Why


Why or What?

Provide a safe, comfortable place to grow and discover your interests…

Build the biggest house on the water I can afford…


Why or What?

Collect all of the all colors of the 1957 Fender Stratocasters for my collection…

Learn to play guitar like Eric Clapton, Jimi Hendrix and Stevie Ray Vaughn…


Why or What?

Be able to support orphaned kids... I don’t want kids to struggle the way I had to...


Why or What?

Make myself happy... Make a difference in the company that I work for...


The Paradox of Why

$53,000 Raised for Lupus Research!


What : Why

• To raise $ for Lupus research

• To raise awareness of Lupus

• To inspire and connect with sufferers

• To break a record

• To make friends and family proud

• It would be kinda cool

What? Why?


Innovation Scorecard

Brings in new, high-value customers

Builds my brand trust to sustain a long-term relationship

Meaningfully and tangibly, connects my brand and products to her life

Can be 10% of my business in 24 months

Can be executed flawlessly, ourselves or with partners, repeatedly

Forecasts out to meet ROI and P/L goals

Is multichannel and can be integrated

Will survive for 4 years

If successful, can be scaled in 12 months

Will help my professional growth


Why: Who is she?

What: Audience profiling, list categories and list usage, persona development and eCRM targeting.


Why: Understand what matters to her?

What: Pinterest, Vine, Facebook, Twitter strategies, brand voice and tagline testing.


Why: Understand her needs and wants?

What: Outdoor media testing.


Solve Paradoxes With Purpose

marketing strategies: to get what, marketers need to know why

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