how to attract new people to your brand
TRANSCRIPT
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How to Attract New People to
Your Brand
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Agenda
• Beyond the Big 3
• The New Game Mindset
• Basics in Digital Marketing
• Next Time: Best Practices
(Options for How to Do It)
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Goal: We Need New Revenue
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Current Digital Landscape
Goal: We Need to Grow
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Typical Association Tech Stack
AMS(CRM)
CMS ESP(EmailService
Provider)
EMS(Event) PR &
Advocacy
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Usage
AMS(CRM)
CMS(Webite)
ESP(EmailService
Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
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Email Drives Users
AMS(CRM)
CMS(Webite)
ESP(EmailService
Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
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Closed Ecosystem
AMS(CRM)
CMS(Webite)
ESP(EmailService
Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
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Free Social
AMS(CRM)
CMS(Webite)
ESP(EmailService
Provider)
EMS(Event) PR &
Advocacy
People Data
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Goal: We Need New Revenue
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The Job Has Changed & We Have the Wrong Tools for the Job
Then: Retention
Now: Acquisition
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Laws, People & Culture Have Changed
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Goal: We Need New Revenue
New Mindset of Growth
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“Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”
Rishad TobaccowalaChief Strategy & Innovation OfficerVivaKi
New Mindset of Growth
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Do Buyers Behave Like Dogs?
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Buyers Behave More Like Cats
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Play the Cat Game
ATTENTION
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Play the Cat Game
ATTENTION
REAL VALUE(*cat’s perception)
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Continue from Cat Viewpoint
Premise:YOU CAN’T MAKE THE CAT DO ANYTHING…
Be there when & ifthe cat comes to you
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BASICS IN DIGITAL MARKETING
In simple terms
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The New Game
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The New Game
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Becomes Known: Conversion
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Keep Increasing Knowledge
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Keep Increasing Value
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Move to Retention
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Next Session:
Best Practices in Attracting New People