Think a rock band can’t

possibly be legendary

marketers?

Think again! The Grateful Dead

made marketing history by setting

the standard in content marketing,

blazing the path for social

networking and teaching us all how

to create the ultimate customer

experience!

So let’s explore how this out-of-

sight band helped change the

way we do marketing today!

Register for a Chance to Win

Modernlitho.com/nifty-giveaway

A copy of the book that will change

the way you market your brand!

Chalk Talk

• What is a brand “fan”?

• How do I start building brand “fans”?

• How do I keep my new “fans” in the buying groove?

• What are “freemiums” and how can I get some?

What’s a Brand “Fan”?

A brand “fan” is a passionate and loyal advocate of your company’s services or products, your company’s goals, and your company’s culture.

START BY BUILDING

A STRONG MARKETING

FOUNDATION

Direct Marketing Experts Say …

Break the Industry Mold

• Rock the WorldRethink the traditional marketing approach to your industry and seek out

new methods and alternatives not yet used.

• Change the ChannelDon’t follow your competitors, observe and create a new path.

• Sock It to ‘EmExperiment with new marketing methods to

provide the ultimate brand experience.

Your “fans” will respect your brand more

as you connect with them in different ways.

Be Memorable

• Stand Out with the In Crowd It’s true, the name of your company is a unique and defining factor, and

should be unmistakable. Take a common word and use a different

spelling (googol=Google) or just be wild and generate something totally

unique (Häagen-Dazs).

• Do Your Own ThingCreate a new look that separates you from the

competitors, using defining brand elements,

custom color palettes, and clear messaging.

• Take Care of BusinessFocus on the customers and the brand experience;

purchases and brand acceptance will follow.

Build a Righteous Marketing Team

Get It Together with Solid

Brand Management

Think Beyond Project Manager

Choose someone who

inspires and can bring the

marketing team together to

create the harmony that

your customers want.

THE GRATEFUL DEAD TEACHES US TO

FIND TALENTED PEOPLE OUTSIDE OF

OUR INDUSTRY AND COMFORT ZONES.

-David Meerman Scott,

Marketing Lessons from the Grateful Dead

DIVERSIFY YOUR

MARKETING CHANNELS

Direct Marketing Experts Say …

Deliver the Love Through ...

• Direct Mail

• Social Media

• Blogging/Industry

Content (Thought

Leadership)

• Hosted Events

• Cause-Related Marketing

• Community Experiences

Direct Mail

• What’s the Skinny?Research your target market and create market segments to help refine your messaging.

• Get Personal, Man.Use Variable Data to add a personal touch in your messaging and design.

• Tell It Like It Is.Make the message clear, short and direct.

• Use the Right Lingo.Use words that relate to your audience and are easy to understand.

Make them feel like they’re in the know.

• Make a Statement with Fab Imagery.Use imagery and design appropriate for the audience and message.

• Create a Good Vibe.Appeal to the emotions of the recipient for a stronger connection.

• What’s the Deal?Include a call to action (answer, “What’s in it for me?”).

Social Media

• Share the LoveBuild a community that provides a platform for brand advocates to share and interact with one another.

• Do Your Own ThingFind the best “voice” and message to have on each platform to make each experience unique.

• Be Up-FrontBe open and direct to create a stronger connection with your community, especially during difficult times.

• Get with the WordsEngage with the audience through conversations and posts; it’s the only way to truly connect with your

customers and receive honest, open answers.

• Don’t Create a Bad SceneModerate and make your forums friendly for continued engagement from all customers.

• Be There or Be SquareHold social media campaigns to encourage audience engagement.

• Don’t Lose Your CoolHave a plan for proactively handling disgruntled customers,

customer service requests, etc.

Blogging/Content Generation

• Clue Them InWrite about what you know; niche writing can help you create a place for your brand and separate

you from your competitors.

• Change the ChannelMix it up! Promote your content by integrating with social media and sharing via direct mail and email.

• Get the SkinnyEncourage customer insight and feedback; there is no better way to get the true feelings of a customer

than to open your content for questions and discussion.

• Become a BookbusterResearch and study what your customers’ interests are, what they

like to read, what they like to do. Doing this will help you generate

engaging content.

• Avoid a Brain DrainEncourage guest blogging/writing from community to create

content that comes from all perspectives.

• Sock It to ‘EmModerate and be timely with responses to articles.

Events

• Make It HappeningEvents can be online, offline, in person or virtual. The key is to make it a memorable experience

for your customers.

• Make Them Part of the “In Crowd”Be personal, appeal to their desire to be part of a community.

• Keep Them On the HookUse integrated marketing (a mix of direct mail, digital and social content generation) to create

the buzz.

• Create the ExperienceOrganize and keep it interesting with activities, interactive elements, and

unique opportunities (answer the question, “Why do I want to participate?”).

• Bring It Full CircleFollow up the experience with personalized marketing.

• Create the Ultimate After-PartyKeep the event “alive” by creating a sense of community

online and off.

Cause-Related Marketing

• Tune In to Hear MoreMake it personal; tell your “fans” how your brand feels about issues that concern

them and how you plan on making a difference.

• T.C.B. (Take Care of Business)Use your actions to showcase your intentions, and encourage

"fans" to help you reach your company’s goals in making a difference.

• Create THE SceneBuild a community to support the cause; rally around “fan”

content generators that promote and share.

• Make It Real, Make It HeavyTurn it into an event; make it a point to emphasize your

company’s commitment to the cause and to your “fan” community.

The Community Experience

• Get In the GrooveWhen you find your “fans” that will help you define your community, embrace them.

The ones that create change are the movers in their peer groups.

• Avoid the Marketing HypeRemove the marketing speak, become personal and engaged. Don’t sell through

your community, let the community sell for you and engage with them regularly.

• Take Them on a JourneyBuild your marketing around a customer journey,

and let your brand “fans” be part of that journey.

Make them an equal part and they will reward you for it.

LET YOUR COMMUNITY DEFINE YOU,

RATHER THAN TRYING TO DICTATE WHAT’S

SAID AND HOW ABOUT YOUR COMPANY.

-David Meerman Scott,

Marketing Lessons from the Grateful Dead

Passionate, Loyal Fans

-David Meerman Scott,

Marketing Lessons from the Grateful Dead

• Go SteadyCreate passionate “fans” by putting them first. Remember, customers who believe

in your brand will continue to come back time after time.

• Capitalize on What Makes Your “Fans” DifferentLook for the ways that your “fans” can help create your brand’s counterculture;

appeal to them to create a close-knit community.

HAVE YOU NOTICED THAT PEOPLE WHO ARE PASSIONATE ABOUT SOMETHING ARE EAGER TO TALK IT UP, JUST LIKE FANS OF THE GRATEFUL DEAD WANT TO TALK UP THEIR FAVORITE BAND? YOUR JOB IS TO CREATE AN EXPERIENCE THAT’S UNIQUE, ONE THAT ECCENTRICS WILL GRAVITATE TO, AND ONE THAT THEY WANT TO TALK UP.

CREATE BRAND FREEMIUMS

Direct Marketing Experts Say …

Nifty S.W.A.G. (Something We All Get)

• Templates

• White Papers

• Videos

• Sample Products

Bring your “fans” closer to your brand by giving

out free useful content, sample products, trial

subscriptions and other beneficial materials (no

strings attached!).

Companies who successfully

use freemiums to reel us in!

MailChimp (mailchimp.com)

HootSuite (hootsuite.com)

• Trial Subscriptions

• Free Consultations

• Webinars

• Etc.!

Lay It On Us ...

We’ve been helping our clients rock their marketing for 77 years!

Let us help you get your marketing groove on and Deliver the Love to your “fans.”

www.modernlitho.com

Call us today! 800-456-5867

Become a Marketing Guru

Your journey to ROI nirvana begins

when you register for a chance to win

Marketing Lessons from the Grateful

Dead for truly transcendental

marketing enlightenment.

Get insights from rock stars and other enlightened souls on the best practices for generating mail that helps make true believers of any brand. Pick up the secrets of integration and learn how to guide customers to the next level of “brand consciousness.”

Register for a Chance to Win

Modernlitho.com/nifty-giveaway

Drawing Ends

August 8, 2014