Who Are We Campaign – Identifying Top of Funnel Marketing Strategies

This all began at the end of the day, Friday afternoon.

I was leaving i-Open a little bit late. I was put in charge of sending out a Stablebuzz priority newsletter speaking on frameworks released by leading equestrian organizations ensuring a safe return to work for stable owners. My managers (I pretty much work with only managers) were stuck in meetings all day and I was waiting for one to review the final test newsletter. I couldn’t go without his approval. Anyway, long story short, I was finally finished and hopped into the elevator with another man standing there. I did not know who he was, but he definitely worked in the building. He moved into one corner because of COVID-19. He asked how everything was going in the office with us all being back and followed with a classic job interview question: what do you guys do there? I was quick to respond, we’re a tech company and he laughed saying that’s obvious, but what do you do there?

We are all told to have an elevator pitch prepared, but who else only reserves coming up with one for special presentations and interviews? This campaign is based on that idea. The idea that we assume our audience are experts, primed in communication and language technologies. But the truth is, this may not be the case. I’ve spoken with countless business owners, in one role trying to sell digital marketing services. As touchpoint rules say, it always took 3-5 interactions before they were really willing to talk to me. First interactions were like this –

Hey there!

My name is Chona, I work across the street at a company called VanWhistle Media. Do you have some time to speak?

Business owner: Hi. Not really. I am busy at the moment.

So, as you can imagine, not much more can be said there. I could either say no worries, and leave, or, I could provide a more basic, and general description of my goal.

Ah, no worries! I can imagine you are super busy. I have a one-pager that describes what we do with a little more detail. It’s easy to read and my card is attached, so please reach out to me if you have any questions!

Our immediate messaging must be enthusiastic, and look after our audience’s basic needs. Once a certain level of safety or security is established then perhaps, we are able to provide a little something more. Using a hook, we can then present a very basic/general value proposition. In this case, the hook is the one-pager. (I can never forget and it always works out this way – the medium is the message à la M. McLulan!) The value in that is that yes, perhaps the business owner was truly busy, but this does not mean they are not interested. The one-pager gives just enough information to get them hooked. Then once they realize they have interest the relationship begins.

So, why are we in this relationship? As Ezra Firestone, marketing maven and e-commerce guru would say: this is the game. We are all people and we are essentially communicating through various mediums. What this means is that, we are all on the same level in one way or another, however we must learn how to communicate with each other using said various mediums. As a marketer, this means not making the assumption that my audience is interested in what I have to say, but moreover is interested (subliminally) in HOW I am saying it.

I’m about halfway through a Facebook ads mastery course and in the process I have developed a creative ad campaign strategy that touches on the essence of why our group at i-Open Technologies is doing what we’re doing. I’m excited to present it to my team this Friday! Cheers!

Elevate Your Marketing Approach

It’s been a while since we’ve presented. With everything going on – ‘the virus’ (as my daughter likes to say), working from home and adjusting to business challenged by a paused economy, we’ve put a hold on Marketing Training. To be honest with you, I’m just amazed to hear about some environmental happenings – jellyfish swimming in the Grand canal for example, just astonishing. Perhaps all this social distancing and staying at home will amount to noticeable improvements in our current climate. That’s something that actually matters today. I have a theory on how COVID-19 relates to AI, but that’s my vision, for now, have to figure out how to break it down first before I go off as I do, you know the gist. For now, here’s a presentation on elevating your marketing approach. Enjoy!

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Recent Work – Presentation

Hi everyone!

At my new job, we run group presentations every Friday. This is my first contribution, which talks about 2 useful acronyms that can be leveraged in content marketing. Let me know what you think!

 

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Startup Development

Hi everyone!

I just wanted to break down the steps that were involved in developing a digital marketing startup agency. Now, I don’t have a formal background in business or marketing, so it’s taken me awhile to put all this information together. One thing I know about being a mostly abstract thinker is that, following a logical progression based on reasoning and detail is a lot easier than gathering data that is specific to a certain cause and effect. So, this is my attempt at quantifying and qualifying the work I did at VanWhistle Media. Note: I am no longer affiliated with the company. The reason why I left was that my creative vision did not align with the founder’s business style. The owner is always in charge – #winknudge! Jeremiads aside, I am now identifying with the title Creative Director because my work crosses over the walls of artistry into a very consummate dedication toward design and strategy.

If you have any feedback, I am all ears. Please reach out!

Duration: 6-month contract

Goal: To establish company through brand development and product awareness.

Outcome: Sizing market, understanding market potential and organizational design.

Milestones: 

  1. Startup Development (stages / discovery, strategy, implementation, mid-measurement *wider release required)
    • Concept & Research
    • Commitment & Traction
    • Software application – Pipedrive, Qwilr, Pomodoro, Canva, Basecamp, Ahrefs
  2. Sales & Marketing (stages / discovery, *heavy strategy, implementation, mid-measurement)
    • Working directly with company CEO
    • Development & Launch
    • Sales strategies and marketing approach – solution selling (action), insight selling (aim), prospecting methods and scripts, Letter of Engagement, Value-Based Price Sheets, Mom & Pop Store Spring Promo, Door to Door Mapping)
  3. Creative & Technical Writing (stages / discovery, strategy, implementation, early measurement *wider release and further market research required)
    • Strategic Development (responsible, transparent & accurate)
    • All creative and copy across multiple platforms
    • Campaign Creation – #ourlocalcrew (awareness/brand image), #targetaudience (definition), #thursdaytheory (attraction)
  4. Brand Development (stages / discovery, strategy, implementation *establishing workflow, process & guidelines)
    • Promote brand
    • Promote products/solutions
    • Buyer Persona and Market Research – Brand Concept Kit, VWM Complete Branding Package)
  5. Solution Development (stages / discovery, *heavy strategy, implementation, early measurement)
    • Website Revamp/Rebuild/Build (The Hub Concept)
    • 1st Meeting Form, Digital Marketing Plan, Value-Based Price Sheets
    • Media Kit, Digital Presence Business Model, Step by Step SEO Guide
  6. Content Creation (stages / discovery, strategy, early implementation)
    • Simpler & Larger, Passion & Efficiency, Seller & Buyer
    • The Hub Concept, Digital Collaboration
    • Digital Presence, Make Change Happen
  7. Art Direction (stages / discovery, strategy, implementation)
    • Communication style – branding, project documents
    • Design style – marketing & sales collateral, Media Kit, logos
    • Contract and proposal templates (100% original design and content)
  8. Project Management (stages / discovery, implementation, early measurement)
    • Coordination & Scope
    • Bottom-Up & Kanban
    • To promote and encourage incremental, logical change without triggering fear of change itself