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familian&1
insights + interfaces
f o r d i g i t a l m e d i a
a brief overview of
Marketing Strategy, Tools + Tactics
a presentation for IDESLI // February 2, 2015
What we’ll discuss today
2
‣A bit about me
‣The Marketing Landscape
‣Branding + Brand “Stretch”
‣Customer Relationships
‣Engagement Tools + Techniques
‣Your business + brand
A bit about me
I’m a man of many hats
3
product + engineering manager experience designercorporate strategist
The massive landscape of Marketing
4
Another (slightly simpler) landscape
5
Simplifying things a further
6
Biz Dev
Marketing
Sales
Ops
Ops
Finance
Layering in context
7
What is branding?
8
Visual recognition?
A mechanism for differentiation?
9
The best brands are functional and emotional
10
Google Maps Apple Maps Waze
Get there. Maybe get there? Help each other 

get there!
Brands can be disruptive
11
Customer’s
demand for
performance
DISRUPTIVE
INNOVATION
Traditional
“technology”
Brand umbrellas can drive powerful growth
12
Health/
Wellness
Leisure Money
People/
Planet
Telcom/
Tech
TravelEntertainment
Brands have different “elasticity”
13
More 

Elasticity
Less 

Elasticity
Less 

Elasticity
X2X Relationships
14
B2C
B2B
OR
B2B2C
VAR
End
Consumer
Customer
Customers v. Users
15
Customer
User
More Users
More Customers
The
Brand Indirectly
engages
Indirectly
engage
Which engagement model is best?
16
Digital/Viral/Social Marketing Tools
17
Pre-launch audience validation
Search Marketing
Viral Marketing
Email Marketing
Data analysis + visualization tools
18
Website + Application Data
Data Visualization Libraries
Aggregated Dashboards
Custom DIY Dashboards
Transactions, Fundraising + Ops
19
Frictionless transactions
Crowdfunding + Seed Funding
Streamlined Ops
View the interactive summary
at http://maptiv8.com/demos/dt4b.html
20
What are your brand attributes?
21
Business Basics Internal Attributes External Attributes Sustainability Story
Core product(s)/service(s)
Mission: What does the brand
seek to achieve today?
Persona: What is the brand’s
character, tone, and style of
expression?
How does the brand’s
commitment to sustainability
drive its attributes?
Key features
Vision: What does the brand
seek to achieve tomorrow?
Story: Within what context,
heritage, or legacy is the
brand communicated?
What messaging strategy does
the brand use to define its
orientation around
sustainability?
Key benefits
Values: What principles +
beliefs drive the brand’s
mission + vision?
Tagline: How is the brand
succinctly described to
external stakeholders?
What metrics does the brand
cite in its messaging around
sustainability?
Mantra: How is the brand
described to internal
stakeholders?
Identity: What are the brand’s
logo, colors, fonts, and other
design elements?
familian&1
insights + interfaces
f o r d i g i t a l m e d i a
Thank you!
Let’s discuss your questions
seth@familian1.com // http://www.slideshare.net/sfamilian

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Marketing Strategy, Tools & Tactics

  • 1. familian&1 insights + interfaces f o r d i g i t a l m e d i a a brief overview of Marketing Strategy, Tools + Tactics a presentation for IDESLI // February 2, 2015
  • 2. What we’ll discuss today 2 ‣A bit about me ‣The Marketing Landscape ‣Branding + Brand “Stretch” ‣Customer Relationships ‣Engagement Tools + Techniques ‣Your business + brand
  • 3. A bit about me I’m a man of many hats 3 product + engineering manager experience designercorporate strategist
  • 4. The massive landscape of Marketing 4
  • 6. Simplifying things a further 6 Biz Dev Marketing Sales Ops Ops Finance
  • 9. A mechanism for differentiation? 9
  • 10. The best brands are functional and emotional 10 Google Maps Apple Maps Waze Get there. Maybe get there? Help each other 
 get there!
  • 11. Brands can be disruptive 11 Customer’s demand for performance DISRUPTIVE INNOVATION Traditional “technology”
  • 12. Brand umbrellas can drive powerful growth 12 Health/ Wellness Leisure Money People/ Planet Telcom/ Tech TravelEntertainment
  • 13. Brands have different “elasticity” 13 More 
 Elasticity Less 
 Elasticity Less 
 Elasticity
  • 15. Customers v. Users 15 Customer User More Users More Customers The Brand Indirectly engages Indirectly engage
  • 16. Which engagement model is best? 16
  • 17. Digital/Viral/Social Marketing Tools 17 Pre-launch audience validation Search Marketing Viral Marketing Email Marketing
  • 18. Data analysis + visualization tools 18 Website + Application Data Data Visualization Libraries Aggregated Dashboards Custom DIY Dashboards
  • 19. Transactions, Fundraising + Ops 19 Frictionless transactions Crowdfunding + Seed Funding Streamlined Ops
  • 20. View the interactive summary at http://maptiv8.com/demos/dt4b.html 20
  • 21. What are your brand attributes? 21 Business Basics Internal Attributes External Attributes Sustainability Story Core product(s)/service(s) Mission: What does the brand seek to achieve today? Persona: What is the brand’s character, tone, and style of expression? How does the brand’s commitment to sustainability drive its attributes? Key features Vision: What does the brand seek to achieve tomorrow? Story: Within what context, heritage, or legacy is the brand communicated? What messaging strategy does the brand use to define its orientation around sustainability? Key benefits Values: What principles + beliefs drive the brand’s mission + vision? Tagline: How is the brand succinctly described to external stakeholders? What metrics does the brand cite in its messaging around sustainability? Mantra: How is the brand described to internal stakeholders? Identity: What are the brand’s logo, colors, fonts, and other design elements?
  • 22. familian&1 insights + interfaces f o r d i g i t a l m e d i a Thank you! Let’s discuss your questions seth@familian1.com // http://www.slideshare.net/sfamilian