Jamie turnercrosschannelmorning

HOW TO MAKE MONEY WITH CROSS CHANNEL MARKETING

Jamie TurnerCEO and Founder, 60 Second Marketer

INTRODUCTION TO JAMIE TURNER

INTRODUCTION TO JAMIE TURNER• Co-author of two books on marketing

INTRODUCTION TO JAMIE TURNER• Co-author of two books on marketing

• Profiled in the world’s best-selling marketing textbook

INTRODUCTION TO JAMIE TURNER• Co-author of two books on marketing

• Profiled in the world’s best-selling marketing textbook

• Regular guest on CNN and hln on the topics of marketing and branding

AGENDA• the purpose of marketing• the problem for most marketers

• The solution: how to Make money with cross channel marketing

TWEET WHAT YOU LEARN

@AskJamieTurner

The Purpose of Marketing

THE PURPOSE OF MARKETING

THE PURPOSE OF MARKETING• Pick a number between 1 and 10

THE PURPOSE OF MARKETING• Pick a number between 1 and 10• multiply it by 9

THE PURPOSE OF MARKETING• Pick a number between 1 and 10• multiply it by 9• take the answer and add the two digits together so you have a new number

THE PURPOSE OF MARKETING• Pick a number between 1 and 10• multiply it by 9• take the answer and add the two digits together so you have a new number

• subtract 5 from that number

THE PURPOSE OF MARKETING

THE PURPOSE OF MARKETING• take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)

THE PURPOSE OF MARKETING• take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)

• think of a country that begins with that letter

THE PURPOSE OF MARKETING• take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)

• think of a country that begins with that letter• go to the second letter in that country’s name and think of an animal that begins with that letter

THE PURPOSE OF MARKETING• take the new number and corollate it to a number in the alphabet (a = 1, b = 2, c = 3, etc.)

• think of a country that begins with that letter• go to the second letter in that country’s name and think of an animal that begins with that letter

• now, think of a color you associate with that animal

YOU’RE THINKING OF A GREY ELEPHANT AND DENMARK

THE PROBLEM FOR MOST MARKETERS

SEARCHINGWE’RE ALL FOR A SILVER BULLET

AT FIRST, THERE WAS EMAIL MARKETING....

THEN, THERE WAS SOCIAL MEDIA...

AND NOW, THERE’S MOBILE...

UNFORTUNATELY, THERE ARE NO SILVER BULLETS

SERIOUSLY. STOP LOOKING FOR IT. IT’S. NOT. THERE.

WHAT WAS YOUR MOST RECENT SILVER BULLET THAT DIDN’T WORK?

SHIFT

SHIFT

ILVER BULLETS DON’T EXIST

WHAT DOES EXIST?

I want to buy your stuff

I want to buy your stuff

WHEEL OF MARKETING

Mobile

Social

EmailEvents

Direct response

TV

radio

print

DigitalPaid Search

microsites

affiliate marketing

in store Blogging

outdoor

display

Mobile

Email

Direct response

TV

radio

print

I want to buy your stuff

I want to buy your stuff

WHEEL OF MARKETING

Mobile

Social

EmailEvents

Direct response

TV

radio

print

DigitalPaid Search

microsites

affiliate marketing

in store Blogging

outdoor

display

WHEEL OF MARKETING

Mobile

Social

EmailEvents

Direct response

TV

radio

print

DigitalPaid Search

microsites

affiliate marketing

in store Blogging

outdoor

display

GRAB A SHEET OF PAPER AND CREATE YOUR OWN WHEEL

OF MARKETING

HORIZONTAL VS. VERTICAL

MobileSocial Email Direct responseTV printPaid Search outdoor

HORIZONTAL VS. VERTICAL

MobileSocial Email Direct responseTV printPaid Search outdoor

HORIZONTAL VS. VERTICAL

MobileSocial Email Direct responseTV printPaid Search outdoor

HORIZONTAL VS. VERTICAL

MobileSocial Email Direct responseTV printPaid Search outdoor

HORIZONTAL VS. VERTICAL

MobileSocial Email Direct responseTV printPaid Search outdoor

HORIZONTAL VS. VERTICAL

MobileSocial Email Direct responseTV printPaid Search outdoor

HORIZONTAL VS. VERTICAL

MobileSocial Email Direct responseTV printPaid Search outdoor

HORIZONTAL VS. VERTICAL

MobileSocial Email Direct responseTV printPaid Search outdoor

SHIFT

ILVER BULLETS DON’T EXIST

SHIFT

ILVER BULLETS DON’T EXIST

ORIZONTAL IS BETTER THAN VERTICAL

For every 1 time someone opens the pantry, they open the refrigerator 8 times

SHIFT

ILVER BULLETS DON’T EXIST

ORIZONTAL IS BETTER THAN VERTICAL

SHIFT

ILVER BULLETS DON’T EXIST

ORIZONTAL IS BETTER THAN VERTICAL

NNOVATE, DON’T INVENT

LET’S TALK ABOUT TRIGGERS AND TRUTH

WHAT IS YOUR COMPANY’S TRUTH?

WHAT ARE YOUR CUSTOMER’S TRIGGERS?

TRIGGERS• Basic needs/Replacement• Convenience• Scarcity• Prestige/Aspiration• Emotional vacuum• Price/Value• Brand name• Fad/Innovation• Compulsory/requirement

• Ego• Identity/community affiliation• peer pressure• girl scout cookie effect• reciprocity/guilt• empathy• addiction• Fear• Indulgence

SOURCES: “WHY WE BUY” BY PACO UNDERHILL; BRYAN EISENBERG

MATCHING YOUR COMPANY’S TRUTH TO YOUR

CUSTOMER’S TRIGGERS.

WHAT BUSINESS ARE YOU IN?

WHAT BUSINESS ARE YOU IN?• most businesses don’t sell what they sell

WHAT BUSINESS ARE YOU IN?• most businesses don’t sell what they sell

• instead, they sell hidden value

WHAT BUSINESS ARE YOU IN?• most businesses don’t sell what they sell

• instead, they sell hidden value• Starbucks doesn’t just sell coffee. They also sell the sights, sounds and smells of their locations

TRIGGER AND TRUTH EXERCISEI don’t just sell . I also sell , and .

QUESTION: DOES YOUR TRUTH MATCH

YOUR CUSTOMER’S TRIGGER?

SHIFT

ILVER BULLETS DON’T EXIST

ORIZONTAL IS BETTER THAN VERTICAL

NNOVATE, DON’T INVENT

SHIFTALL IN LOVE WITH YOUR CUSTOMER, NOT YOUR PRODUCT

ILVER BULLETS DON’T EXIST

ORIZONTAL IS BETTER THAN VERTICAL

NNOVATE, DON’T INVENT

QUESTION: HOW MANY WAYS ARE THERE TO GROW A BUSINESS?

3 WAYS TO GROW A BUSINESS

3 WAYS TO GROW A BUSINESS

1.Increase the number of customers

3 WAYS TO GROW A BUSINESS

1.Increase the number of customers2.increase the average transaction value

3 WAYS TO GROW A BUSINESS

1.Increase the number of customers2.increase the average transaction value3.increase the frequency of repurchase

3 WAYS TO GROW A BUSINESS

Current Number of Customers:

Current Average revenue per customer:

Current repurchase frequency:

1,000

$100

2

$200,000

3 WAYS TO GROW A BUSINESS

Current Number of Customers:

Current Average revenue per customer:

Current repurchase frequency:

1,000

$100

2

$200,000

1,100

3 WAYS TO GROW A BUSINESS

Current Number of Customers:

Current Average revenue per customer:

Current repurchase frequency:

1,000

$100

2

$200,000

1,100

$110

3 WAYS TO GROW A BUSINESS

Current Number of Customers:

Current Average revenue per customer:

Current repurchase frequency:

1,000

$100

2

$200,000

1,100

$110

2.2

3 WAYS TO GROW A BUSINESS

Current Number of Customers:

Current Average revenue per customer:

Current repurchase frequency:

1,000

$100

2

$200,000

1,100

$110

2.2

$266,200

3 WAYS TO GROW A BUSINESS

Current Number of Customers:

Current Average revenue per customer:

Current repurchase frequency:

1,000

$100

2

$200,000

1,100

$110

2.2

$266,200

A 10% INCREASE CAN

GENERATE A

33% BUMP IN REVENU

ES!

WHEEL OF MARKETING

Mobile

Social

EmailEvents

Direct response

TV

radio

print

DigitalPaid Search

microsites

affiliate marketing

in store Blogging

outdoor

display

SHIFTALL IN LOVE WITH YOUR CUSTOMER, NOT YOUR PRODUCT

ILVER BULLETS DON’T EXIST

ORIZONTAL IS BETTER THAN VERTICAL

NNOVATE, DON’T INVENT

EST YOUR WAY INTO SUCCESS

ACTION STEPS FOR YOU

LET’S CONNECT

LET’S CONNECT• [email protected]

LET’S CONNECT• [email protected]• call me at 001-678-313-3472

LET’S CONNECT• [email protected]• call me at 001-678-313-3472• @AskJamieTurner