Before David’s talk today, I had the opportunity to chat with him for a while. We had been talking in backchannels for quite some time and it was great to finally connect in person. I learned throughout our conversation that we have similar backgrounds in financial services, data products and negative events in both of our lives have served as motivators.\u00a0 He also gave some customized advice on how he thought I should proceed in my journey to transform companies marketing.<\/p>\n
After lunch he gave a highly intense 50 minute speech. He talks fast (as do I) so I think I missed a little bit of the talk in this blog post, but I hope that you are still able to glean the vlaue out of it that I did, seeing him live brought his ideas to a new level for me. He’s done a fantastic job of simplifying the complex, we shoudl all learn from his example.<\/p>\n
Without further delay, here is my live blog post of his talk <\/strong>(please forgive brevity and language errors):<\/p>\n In the past 30 to 60 days have you used or replied to the following media: Cindy Gordon at Universal Orlando told 7 just people the wizarding world of Harry Potter. Mainstream media and other people followed \u2013 when 7 = 350,000,000 million<\/p>\n What are we after? Attention. Cindy Gordon earned that attention via a Midnight conference call with 7 people.<\/p>\n David Meerman Scott<\/a> \u2013 in 2002 he was fired<\/span> laid off from Thomson for practicing cutting edge marketing. People are afraid of content based marketing. They are still afraid of it. THis fear is harmful in a multitude of ways.<\/p>\n Dentist in Boston. Started a blog. Wrote \u201cHealthy Mouth, Healthy Sex\u201d a free ebook. The ADA hated it. Her business is now doing $1 million dollars a year.<\/p>\n \u201cYou must unlearn what you have learned.\u201d<\/strong> \u2013Yoda<\/p>\n Prospects. Tell your story to an interested market.<\/p>\n Every hotel web site is the same. Boring, product focused.<\/p>\n Imagine a hotel website that was customized for each buyer? Businessperson, corporate travel manager, family choosing a vacation spot, wedding planning, event planner, etc<\/p>\n Who are your buyer personas?<\/p>\n What do you want your buyer personas to believe?<\/p>\n You can\u2026 Example: Approva On the web, you are what you publish\u2026<\/p>\n It\u2019s all about people\u2026and some people aren\u2019t playing nice on social media\u2026<\/p>\n He put 14,000 post it notes on Jaguar, 3M liked it and contacted him. He asked for $2,000 for more notes. They said no. They got slammed and destroyed a positive thing.<\/p>\n If your mother would say it wrong, it probably is.<\/p>\n Encourage sharing\u2026<\/p>\n
\nDirect mail \u2013 3% replied
\nMainstream Media \u2013 22% replied
\nPrint Yellow Pages \u2013 3% replied
\nGoogle, etc 100% replied
\nTapped peer to peer network to get URL 80%
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\nWhy are we still focused on the 2-3% methods rather than the 80% and 100% methods?<\/strong><\/p>\n
\nBuy attention\u2026TV attention (talked about how silly CPM banners are would you like to buy space on the back of his laptop?)
\nBeg for attention\u2026
\nBug for attention\u2026
\nEarn Attention\u2026the best way\u2026in the new rules!!!<\/p>\n
\nInternal Auditors\u2026. iloveagoodaudit.com
\nVideos on Youtube \u201cHappy Birthday Sarbanes Oxley\u201d<\/p>\n