how to create a marketing plan that inspires you
DESCRIPTION
Most marketing plans are designed for implementation. That's important. And, it's not enough. How many times have you known what needs to be done and not done it? A dry, dull, mechanical plan will do that to you. An alternative is to write your Marketing Plan as a Manifesto. In this way, you will be inspired as well as hyper clear on what you're building and how to implement it. In this hands-on, practical, action-filled event you'll: • Define your big idea to attract your ideal clients more easily• Create a clear vision for you and your business to keep you focussed• Confirm who is your ideal client to make it easier to generate referrals• Design a Community around your idea to accelerate your results• Identify key elements to build your idea and bring your brand to life• Write a powerful statement of your intent to inspire your daily actionTRANSCRIPT
Geoff McDonald @IdeasMarketing #ideaslunch
How to Create A Marketing Plan That Inspires You
It’s OK, we haven’t
started yet!
Geoff McDonald @IdeasMarketing #ideaslunch
How to Create A Marketing Plan That Inspires You
Ideas ArchitectBook Rapper
Follow conversation on Twitter: @ideasmarketing
?Geoff McDonald @IdeasMarketing #ideaslunch
Your Idea, Your Marketing PlanPart 1
Geoff McDonald @IdeasMarketing #ideaslunch
ProductService
Idea
Traditional MarketingTraditional Marketing Plans hide in drawers and computers
Idea
Product/Service
Ideas Marketing
You need an Ideas Marketing Plan!
Curves and Ladders
Geoff McDonald @IdeasMarketing #ideaslunch
Campaign
Money
Ideas People
IdeasMarketing.com.au/Webinars/
Four Types of Marketing Plans
Four Types of Marketing Plans
Filed
Four Types of Marketing Plans
Filed Visual
Four Types of Marketing Plans
Filed Visual Manifesto
Four Types of Marketing Plans
Filed Visual Manifesto
PublicPrivate
The more people use your idea the more valuable it becomes
Ideas Are Public!
Four Types of Marketing Plans
Filed Visual Manifesto
PublicPrivateClosed Open
Social Media, Social Capital, Social Business
Business is Social!
Fulfil your purpose!
ManifestoA public declaration of your Idea
?Geoff McDonald @IdeasMarketing #ideaslunch
The Manifesto ManifestoPart 2
Geoff McDonald @IdeasMarketing #ideaslunch
The Manifesto Manifesto
1000manifestos.com
1. Manifestos are primal2. Manifestos terminate the past3. Manifestos create new worlds4. Manifestos trigger communities5. Manifestos define us6. Manifestos antagonise others7. Manifestos inspire being8. Manifestos provoke action9. Manifestos command presence
The Manifesto ManifestoIdea
1000manifestos.com
1. Manifestos are primal2. Manifestos terminate the past3. Manifestos create new worlds4. Manifestos trigger communities5. Manifestos define us6. Manifestos antagonise others7. Manifestos inspire being8. Manifestos provoke action9. Manifestos command presence
Idea
Product/Service
Ideas Marketing
You need an Ideas Marketing Plan!
Who said this?
“...I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.”
“...I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth.”
Start your Marketing Plan with a Declaration
1000manifestos.com • “JFK”
Declare Act
Question 1
Are you ready to make a declaration?
The Manifesto Manifesto
1000manifestos.com
Vision
1. Manifestos are primal2. Manifestos terminate the past3. Manifestos create new worlds4. Manifestos trigger communities5. Manifestos define us6. Manifestos antagonise others7. Manifestos inspire being8. Manifestos provoke action9. Manifestos command presence
Typical Marketing Plans are one-way only
Future
All plans need Toward and Away From Motivations
Away Toward
Ideas Marketing Plans generate two-way energy
TowardAway
What’s Your Dream? End this, promote that.
Disrupt the Status Quo, Build Future Possibilities
Question 2
What are you ending?
Question 3
What do you want the world to be like?
The Manifesto Manifesto
1000manifestos.com
Market
1. Manifestos are primal2. Manifestos terminate the past3. Manifestos create new worlds4. Manifestos trigger communities5. Manifestos define us6. Manifestos antagonise others7. Manifestos inspire being8. Manifestos provoke action9. Manifestos command presence
Find your Market
Traditional Marketing
To See or Speak?
Find the Market or Create the Market?
Known or unknown?
Satisfy a spoken need or one that is yet to be spoken
The need for belonging
Community Marketing
http://en.wikipedia.org/wiki/Wikipedia:Five_pillars
The Five PillarsWikipedia is an online encyclopedia. Wikipedia has a neutral point of view. Wikipedia is free content that anyone can edit and distribute. Wikipedians should interact in a respectful and civil manner. Wikipedia does not have firm rules.
What type of relationship do you want to have?
Interaction
Question 4
What sort of community are you
creating?
Traditional Marketing
Define Your Customer
Ideas Marketing : We are the customer! Define us!
Us!
1000manifestos.com • “Apple”
We are the crazy ones!
Helen Macdonald www.OptimismZone.com
Traditional Marketing focuses on finding customers
Attract Customers
Question 5
Who are we?
Traditional Marketing
‘Them’ Are Your Customers
Ideas generate energy by having an enemy to defeat
Them!
Your enemy can be real or intangible.
Nike : Just do it!
Question 6
Who or what are you defeating?
The Manifesto Manifesto
1000manifestos.com
Results
1. Manifestos are primal2. Manifestos terminate the past3. Manifestos create new worlds4. Manifestos trigger communities5. Manifestos define us6. Manifestos antagonise others7. Manifestos inspire being8. Manifestos provoke action9. Manifestos command presence
Traditional Marketing
What are we going to do?
The Knowing-Doing Gap is a really a Being-Doing Gap
Be • Do • Have
Being : Attitude, Philosophy, Worldview
Food, Travel, Parenting...
Being
Excellence Manifesto • ChrisCurnow.com
Being
Question 7
What way of being are you promoting?
Action fuels results
Doing
1000manifestos.com • “Repair Manifesto”
Doing
Question 8
What actions are you encouraging?
The Manifesto Manifesto
1000manifestos.com
Implement
1. Manifestos are primal2. Manifestos terminate the past3. Manifestos create new worlds4. Manifestos trigger communities5. Manifestos define us6. Manifestos antagonise others7. Manifestos inspire being8. Manifestos provoke action9. Manifestos command presence
Build the Brand
Traditional Marketing
Build the Idea!
Build things that celebrate your idea!
Presence the Idea!
The best product you can have is a tool to build your idea
Question 9
What can you build so others can live your idea?
?Facebook.com/IdeasMarketing
What’s Next?Part 4
Geoff McDonald @IdeasMarketing #ideaslunch
Download : http://geoffmc.com/rbruQa
Read This!
IdeaAnswer this!
Geoff McDonald @IdeasMarketing #ideaslunch
❶ Are you ready to make a declaration?❷ What are you ending?❸ What do you want the world to be like?❹ What sort of community are you creating?❺ Who are we?❻ Who or what are you defeating?❼ What way of being are you promoting?❽ What actions are you encouraging?❾ What can you build so others can live your idea?
Idea
Write this!
Geoff McDonald @IdeasMarketing #ideaslunch
September 22nd 12:30-1:15pm Facebook.com/IdeasMarketing
?Next Webinar : Q & A
01
Ask your questions in advance...
01
Melbourne 14 October 8:30am - 5:00pm
Workshop: How to Design, Build and Sell Your Ideas
More: IdeasMarketing.com.au/Workshops
Workshop: How to Design, Build and Sell Your Idea
$450 +GST
$270 +GST22nd September
More: IdeasMarketing.com.au/Workshops
Workshop: How to Design, Build and Sell Your Idea
$450 +GST
$270 +GST22nd September
Geoff McDonald @IdeasMarketing #ideaslunch
Do the work!