The Watertight Marketing Framework
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The document discusses the principles of 'Watertight Marketing' developed by Bryony Thomas, focusing on creating effective and emotional connections with potential buyers throughout their decision-making journey. Key strategies include earning the right to engage customers, providing valuable content, and understanding the different personas involved in the buying process. It emphasizes the importance of integrating emotional and logical appeals in marketing efforts to drive long-term sales results.
The Watertight Marketing Framework
- 1. WATERTIGHT MARKETING 31 January 2013 Delivering long-term sales results | Bryony Thomas
- 2. WATERTIGHT MARKETING 31 January 2013 Delivering long-term sales results | Bryony Thomas
- 3. WHY? Step off the roller coaster © Bryony Thomas | watertightmarketing.com
- 4. £ YO-YO £ WATERTIGHT TIME TIME MARKETING ACTIVITY SALES RESULTS © Bryony Thomas | watertightmarketing.com
- 5. WHO? A considered purchase © Bryony Thomas | watertightmarketing.com
- 6. LOW RISK HIGH RISK IMPULSE BUY CONSIDERED PURCHASE OR AND © Bryony Thomas | watertightmarketing.com
- 7. "OK, I COULD DO WITH A THINGAMABOB” "I THINK AW AR EN ES S AWA REN ESS TLT IN TERES T AWARENESS THEM-LOHEMD" DO T "OOH LOOK, THEY INTERE ST HAVE A GREAT GUIDE TO CHOOSING THE RIGHT THINGAMABOB” ON EVALUATI EVALUATION " THEM-LOT PROVIDE THINGAMABOBS FOR THOSE D” PEEPS... THEY MUST BE GOO TRI AL HINGAM A BOB "THEIR MINI T CT FOR ME TO IS PERFE TRY ONE O UT" TR IA L "YAY, I LO I'M GOING TO VE IT, GO FOR A GOLD THIN GAMABOB FROM THE M-L OT" ADOPTIO ADOPT N ION "MY THINGAM WHAT I EXPECT ABOB IS JUST ED, IT’S GREAT.. GOING TO TELL . I’M EVERYONE ABOU THEM-LOT" T L OYA LT Y LOYA LT Y © Bryony Thomas | watertightmarketing.com
- 8. © Bryony Thomas | watertightmarketing.com
- 9. AWA R E N E S S AWARENESS INTEREST INTERE ST ALUAT ION EV EVALUATION TR IA L TRIAL ADOPT ION ADOPTION L OYA LT Y LOYALTY © Bryony Thomas | watertightmarketing.com
- 10. FRAMEWORK Their thinking = Your marketing © Bryony Thomas | watertightmarketing.com
- 11. The Logic Sandwich © Bryony Thomas | watertightmarketing.com
- 12. THEIR NEEDS EMOTION LOGIC AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY © Bryony Thomas | watertightmarketing.com
- 13. KEY POINTS ➡ Start with emotion, go onto logic, then back to emotion. ➡ Negative emotions are best at kicking off a buying journey. ➡ Positive emotions are important for maintaining momentum. ➡ Logic alone will rarely stop someone in their tracks. ➡ Emotional answers to logical questions seem slippery. ➡ Making an emotional connection reduces price sensitivity. ➡ If all things are logically equal, the emotional connection will win the sale. ➡ Making an emotional connection protects your company from criticism. © Bryony Thomas | watertightmarketing.com
- 14. Earning the right to time © Bryony Thomas | watertightmarketing.com
- 15. THEIR TIME 12 9 3 6 AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY © Bryony Thomas | watertightmarketing.com
- 16. KEY POINTS ➡ You need to earn the right to take up a person’s time. ➡ Think of ways to help people rather than sell to them. ➡ Cut your material into chunks of time that increase in duration through the buying decision. ➡ Use your marketing materials to qualify potential buyers. ➡ Only ever sell the ‘next step’. ➡ Respond quickly when someone enquires. ➡ Have enough fresh content to enable people to stay interested for a period of time. ➡ Use interactions with different materials as indicators of future business so that you can be ready for it. © Bryony Thomas | watertightmarketing.com
- 17. The extended audience © Bryony Thomas | watertightmarketing.com
- 18. THEIR TEAM AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY © Bryony Thomas | watertightmarketing.com
- 19. THEIR TEAM AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY © Bryony Thomas | watertightmarketing.com
- 20. KEY POINTS ➡ Buyers talk to different people at different stages in their decision. ➡ They cast the net wide, then reduce their focus to key trusted people as the decision draws near. ➡ Different people need to know different things about your business. ➡ Think about the media consumption of the third parties, not just the buyer. ➡ Be particularly alert to people with the power of veto. ➡ Think of ways to equip your buyer to become an internal salesperson. ➡ Consider the legacy all of your interactions. © Bryony Thomas | watertightmarketing.com
- 21. THEIR NEEDS THEIR THEIR EMOTION LOGIC TIME TEAM 12 9 3 6 AWARENESS INTEREST EVALUATION TRIAL ADOPTION LOYALTY © Bryony Thomas | watertightmarketing.com
- 22. ALSO In the book © Bryony Thomas | watertightmarketing.com
- 23. Thirteen Touchpoint Leaks © Bryony Thomas | watertightmarketing.com
- 24. Affordable Marketing Plan Mindful Measurement © Bryony Thomas | watertightmarketing.com
- 25. WORKBOOKS An exercise for every idea © Bryony Thomas | watertightmarketing.com
- 26. © Bryony Thomas | watertightmarketing.com
- 27. THANK YOU Questions please.. @bryonythomas @watertightmkg facebook/watertightmarketing watertightmarketing.com © Bryony Thomas | watertightmarketing.com