Creative integration notes
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Wendy Harrington emphasizes the importance of creative integration in marketing strategies, highlighting the necessity of understanding your brand essence and ideal customer situations. She advocates for building strong relationships through social media, which can enhance customer retention and reduce acquisition costs. The document outlines strategies for designing unique customer experiences that foster loyalty and engagement.
![Social $$s your Bang Social media supports relationships: helps with retention ($$)* AND helping fans sing your praises, so you save on acquisition costs ($$) [Rule of thumb: spend 3, 5 or 10x as much for a new customer as to keep an existing one…]](https://image.slidesharecdn.com/creativeintegrationnotes-110118145045-phpapp01/85/Creative-integration-notes-5-320.jpg)
Creative integration notes
- 1. Boost Your Bang with Creative Integration Wendy Harrington, co-founder 1/18/11, Raleigh Entrepreneurs: “Top Marketing Strategies for 2011”
- 2. The Basics Clarify what it means to be “YOU” Clarify your ideal customers’ situation Design an experience that integrates the two, creatively
- 3. Why Integrate? Powerful momentum! When your oars all successfully pull the same way, you won’t lag behind, spin in circles, or (gasp!) get dunked.
- 4. Create a relationship Creating relationships is natural… Mass marketing business systems made it hard… But now it’s easy again!
- 5. Social $$s your Bang Social media supports relationships: helps with retention ($$)* AND helping fans sing your praises, so you save on acquisition costs ($$) [Rule of thumb: spend 3, 5 or 10x as much for a new customer as to keep an existing one…]
- 6. Social isn’t everything “Concentration is the secret of strength” Ralph Waldo Emerson Be the same “YOU” everywhere Be truly customer-driven marketing, sales, biz systems, products, services and customer support…
- 7. Creative Integration Make your dollars have more impact; Make customers feel like your place is their place Coordinated look & feel Responsive , like THEY want it to be Deliberate , planned like a perfect party, yet with room for spontaneity that comes from knowing and caring
- 8. 1. What it means to be “YOU” Brand Essence Core values Benefits Style Positioning Where is it okay, and not okay, to cut corners? Where do you invest money and time? What added flavor does all this add to being “YOU”?
- 9. 2. Ideal Customer Situation The rock: Logical, “surface” wants and needs e.g, what’s being sold/bought: The recipe in the book, the food being bought First wave: Emotional “How do I feel about that?” e.g., what does cooking represent for me? Personally relaxing? Stressful? Like a proud/good mom? Second wave: your angles for connection, or how can you “enhance me/my situation” e.g., What does that role mean to her? Help me enjoy “me time” even more. Help relieve the fear/frustration or reward my efforts. What else can you help me show care for my family?
- 10. 2. Ideal Customer Situation How do you find out? LISTEN. Pay attention, online and offline A few online resources: Google Alerts for search; Social Mention for social media Media Funnel , at $1/user/channel a great tool for listening (monitor brand, keywords, competitors) and interacting easily from one dashboard even if others help you
- 11. 3. Leave nothing to chance Design an experience that’s uniquely yours, yet all for THEM This is where the fun begins! Forget coupons or sales (for now) Be the host or hostess for your customers’ experience
- 12. Welcome them inside Create an experience that welcomes, reaffirms, shows them the way, e.g.: welcome letter, little gift, map/guide FAQs/schedule personal contact person contact list restate their goal (but keep their secrets), remind them they’re part of a satisfied community
- 13. Extend their benefits Be a connector (introduce them around) Referrals Partners Bonuses Simplify connecting to you and others social sharing, making comments, leaving reviews, participating in consumer panels. Invite opinions, show they’re used/valued Help them spread your story (but don’t try to control it) contests
- 14. Make it fun to be with YOU Being part of the “YOU” family should be a pleasure: Games/Contests Meeting peers Hobnobbing with the “honchos” Happy surprises Funny stories, wildest ways
- 15. Teach, Expand, Enhance Expand what they know, or how their situation affects them: Tips How-to guides and videos (yours/users’) Events (online, offline, yours or partner up) Use the various channels and venues they use or that make it easier.
- 16. For more information… Visit SpotlightCreativeGroup.com/Integration Follow us at twitter.com/WendySH Find us on LinkedIn and Facebook Or just cut to the chase… we’d love to chat with you! 919-753-5111