Learn how you can create the ultimate marketing team culture, with this unique and interactive micro-workshop. Creative process hackers Chris Do and Jose Caballer will share with you their proven tools to effectively define customer segments and powerful marketing tactics in a collaborative fashion.

1. C
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Continuous
Alignment
of Marketing
Strategy
Chris Do and Jose Caballer
Search Love 2015

2. 01WORLD IA DAY 2015 DESIGNING POWERFUL FACILITATED WORK SESSIONS

3. C
M
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K

4. SEO
SEM
Mobile
Email
Analytics
Brand
Funnel
Cake
Content
Landing Pgs
Facebook
Twitter
Instagram
SnapChat
YouTube
Pinterest
Video
Brochure
One Shee
Conferen
Tradesho
Events
PR
And More

5. C
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K
YOUR
CHALLENGES

6. 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

7. 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

9. C
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Business TechDesign Marketing

10. C
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Is there a
better way?

11. C
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OUR
STORY

12. We need to know
Brand Customers Goals

13. 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

14. 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?

15. 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?

16. 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?

17. 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?

18. 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?

19. 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?

20. 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?

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 1
Culture
2
Customer
3
Voice
4
Feel
5
Impact
X-Factor
• fun
• friendly
• flexible
• giving
• happy
• overwhelmed
• female
• transitional
• sentimental
• multitasking
professionally run, organized, modern
and 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 Storage
Rebranding Case Study

28. 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 Storage
Rebranding Case Study

29. Straight Line
Start Delivery

30. C
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MESSAGING

32. CLEAN. SAFE. SECURE.
EXCEPTIONALLY
HIGH STANDARDS

33. OVER-
PROTECTIVE?
YOU BET.

37. C
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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

40. 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:
58
2nd Marriage
3 Kids (30, 28, 24)
2 Kids from 1st wife
Masters Political Science
Bachelors 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: Solutions:
User 1: Joe Johnson (CFO Weyerhauser)
get away from pressure
relax
share stories

41. Wants to kill something. Share stories and be part
of community. Feel warm and fuzzy.
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.
decompress
feel younger
reconnected

42. Defining the Ole Brand
CASUALFRIENDLY UPSCALE
INTIMATE CHARMINGSPACIOUS
HOSPITABLE
ALL-
INCLUSIVE
UNCROWDED
OLD SCHOOL

43. Ole’s is Refined Rustic
CASUAL CHARMING OLD SCHOOLUPSCALEALL-
INCLUSIVE
SPACIOUS

44. Filter

53. Skyscraper.

54. Suddenly,
he’s a kid again.

57. C
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Business TechDesign Marketing

58. C
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Business TechDesign Marketing

59. C
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Challenge Impact
How to measure and report,
learn and improve efforts
Involved stakeholders require less
reporting. They feel calmer

60. 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

61. C
M
Y
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

62. C
M
Y
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
Getting executive
buy-in on strategy
Having them IN THE ROOM gets you
instant buy-in

63. C
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When your
teams are
aligned it
makes
marketing
better.

64. C
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Thank You!
@thechrisdo
@josecaballer