1. 1
TyE Boot Camp -July 2013
MARKETING TO THE
CUSTOMERS.
Shashi Bellamkonda
•VP, Digital Marketing -Bozzuto.com
•Adjunct Professor, Georgetown University

2. 2
THE PRODUCT IS THE BEST FORM
OF MARKETING
Photo Credit : Apple

3. 3
GO TO MARKET
http://jubileefoodpantry.wordpress.com/2010/04/20/bauman-farms/

4. 4
EVOLVING PRODUCT
Credit: Google Image Search http://b.shashi.co/12vM0vH

5. 5
3 STEPS TO SUCCESS
1.Create a great product
2.Create awareness for your product
3.Ensure a awesome customer
experience

6. 6
DISCUSSION
1.Products and awareness

7. 7
THERE WAS A WORLD
BEFORE THE INTERNET
http://web.archive.org/web/19981202230410/http://www.google.com/

8. 8
NOW WE HAVE
BACON ICE CREAM

9. 9

10. 10
*
http://www.cartoonstock.com/newscartoons/cartoonists/mly/low
res/mlyn598l.jpg
TOOLS CHANGE ALL THE TIME

11. 11
INFORMATION
SOURCES CHANGE
http://stateofthemedia.org/2013/overview-5/key-findings/audience-key-findings/

12. 12
*
THE BASICS NEVER CHANGE
Your Objective: Win Favor from the Public
• Build awareness
• Create identity
• Enhance Image
• Inform public
• Good reputation

13. 13
DISCUSSION
Identifying customers and sources

14. 14
BRAND : WHO YOU THINK YOU
ARE?

15. 15
WHO YOU ACTUALLY ARE?

16. 16
WHO YOUR AUDIENCE THINKS
YOU ARE?

17. 17
DISCUSSION
Ensuring customer perception is inline

18. 18
MARKETING
TOOLS

19. 19
WORD OF MOUTH
Photo credit Flickr: (cc) http://b.shashi.co/137Wbqd

20. 20
http://smallbiztrends.com/2013/06/business-signs-work.html
1. Location
2. Brand promise
3. Special
Occasions
4. Competition
5. Online-offline
Connection

21. 21
COMMUNICATION
Photo Credit :
http://guides.lib.ndsu.nodak.edu/communication

22. 22
ENGAGEMENT
Photo Credit : http://www.flickr.com/photos/briansolis/9241526804/lightbox/

23. 23
RETENTION

24. 24
REPUTATION
Photo Credit : http://b.shashi.co/13Fb62D

25. 25
THOUGHT
LEADERSHIP

26. 26
ADVERTISING

27. 27
CONTENT
MARKETING
ContentRulesbook.com

28. 28
GROUP WORKSHOP
Create a tools checklist for your company

29. 29
CASE STUDY -
KIKSCORE

30. 30
OBJECTIVES -
KIKSCORE
•Awareness
•Customers
•Partners
•Acquisition
30
Sold to Google

31. 31
AWARENESS
31

32. 32
AWARENESS
32

33. 33
CUSTOMERS
33

34. 34
PARTNERS
34

35. 35
CONNECTIONS AND
COMMUNITY BUILDING
• Existing customers
• Influencers
• Friends and contacts
• Readers

36. 36
STRANGERS SHAPE YOUR
REPUTATION
Word of Mouth
has become
Word of Mouse

37. 37
YOUR CUSTOMER
CONNECTION PLAN
37

38. 38
4 PRINCIPLES OF
CUSTOMER MARKETING
38
http://customersrock.net/the-hidden-power-of-your-customers/

39. 39
CUSTOMER EXPERIENCES WILL
BE SHARED
39

40. 40
CUSTOMERS TALK
ANYWHERE
40

41. 4141
This guy wants to make sure the book and the DVD are saying the
same thing
CONSUMERS WANT
MORE TRANSPARENCY

42. 42
DEFENDING YOUR
REPUTATION IS CRUCIAL
http://www.youtube.com/watch?
v=4ESU_PcqI38
http://www.youtube.com/watch?
v=PKUDTPbDhnA

43. 43
NEVER USED A COMPUTER – YET HIS
BRAND EXISTS ONLINE
43

44. 44
Personal Brand vs. Company
Personal Brand Company

45. 45
1. SET YOUR
ORGANIZATIONAL OBJECTIVE
ho are you trying to reach ?
hat do you want to change?
ow will this affect your organization?

46. 46
2. IDENTIFY RESOURCES
n-house
ake it part of existing resources
utsource
se existing community

47. 47
3. SETUP A LISTENING
POST
Identify tools
Feedback process
Buy in from players
Identify market concerns

48. 48
4. DEFINE RULES OF
ENGAGEMENT
 Who is allowed to talk
 Set a social media policy
 Brand guideline consistency

49. 49
5. IDENTIFY POTENTIAL
ALLIANCES
 Partners social capital
 Peers from similar industries
 Offline groups

50. 50
6. BECOME A CONTENT
MARKETER
 Blogs
 Social Updates
 Sharing/Curation of content

51. 51
7. ENGAGE IN OFFLINE AND
ONLINE COMMUNITIES
F2F beats any online interaction
Social helps maintain offline connections

52. 52
8. DEFINE DIGITAL
FOOTPRINT
Equation for Adopting New Networks
 Time
 Audience
 Search Results
 In-House support

53. 53
9.INTEGRATE YOUR
MARKETING EFFORTS
 Add your social media sites to your website
 Tell your followers on Twitter about your newsletter offers
 Add a sign-up section to your Facebook Page
 Add a link to your website from your blog

54. 54
10. RESULTS AND
MEASUREMENT
easure outcomes
Achieve attitudinal change
Engagement
Reputation benchmarking
Traffic
Social Graph
Inbound links
Awards & Recognition
Offer & Coupon redemption
Retained customers
54

55. 55
Questions
VP- Digital Marketing, Customer Experience and
Analytics Leader, Small Business Speaker and
Columnist
Adjunct Professor – Georgetown University
Featured :
Washington Business Journal | Washingtonian
Magazine Tech Titan 2009 & 2011 | Small Business
Influencer 2011 & 2012 Champion | Winner of the 2012
Minority Business Leader Awards| AmEx Open
Forum | Featured in 15 Books
Shashi Bellamkonda
shashib@gmail.com
Follow On Twitter: @shashib