Marketing Creatively - Saul Colt

Marketing Creatively.

Saul Colt – Head of Magic

FreshBooks.com/Pow

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A New York Times Best selling Author/Speaker once told me to lose the first two slides of my talk

because no one really cares “About Me”

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…and I sorta agree but it does make slide three harder to understand…

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….and that is why I LOVE women!

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Especially from Maine!

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So why am I here today?

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To explain why I am awesome…

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…and how to market creatively.

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But First…Lesson learned from Dick Shawn.

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OK.

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So how do most people Market stuff nowadays?

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..and these all work.

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…but they aren’t sexy or interesting.

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..again…

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Not Sexy is important but it isn’t the whole

picture.

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..and it doesn’t start conversations

or build fans.

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So for now, please forget everything you think you know about Marketing.

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Because if you learned Marketing from someone other then me you would

be taught:

B2B marketing is about the product and it’s features.

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B2C marketing is about the user and the emotion the

product will illicit.

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That may have been true at one time but not anymore!

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Marketing Creatively is about the product and the emotional response to it’s features.

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Marketing needs to become more like advertising because people

(in general) have short attention spans and

crave entertainment.

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Call your Cable Company and say I WANT MY MTV!

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Was that Advertising or Marketing?

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Was that Advertising or Marketing?

I would say both.

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One of the reasons things have changed is…

Customer expectation around everything from product design

to customer service has changed and this includes how

they expect to be communicated to.

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People want to be spoken to as humans and even included in the design and development process because if the communication is

done well and there is a connection then the customer will feel like this Product is for them…and just them.

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To achieve this you need to go no further then Pat Benatar.

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Pat Benatar told Millions of people

that Love is a Battlefield and You Belong to the Night. But she also told use

to…

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“Stop using Sex as a Weapon” but she never said not to

Use “Creativity as A weapon”

(yes I know that was a stretch but I really like PB and

wanted to add her in here!)

The weapons of creativity go into the product and the

packaging (if there is any) and this is why it is so important that Marketing departments

and product teams work together from the beginning…

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..and tell the same story.

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This man taught

me a whole lot

of what I know today.

On thing he used

to say all the time

was….

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“People don’t like to be marketed to but they sure like to buy stuff.”

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So lets stop marketing to them!

Everyone (and by everyone I mean people with book deals) will tell you that the secret to this is to Listen and Engage...

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Listen and Engage...

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Listen and Engage...

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Listen and Engage...

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Engagement isn’t for everyone.

Marketing Creatively is less about Engagement and more

about the other “E” word.

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You can’t make this “ask” unless you know your customers.

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…and this is why you do Social Media…

The more connected you are with your customers the better you will know what they want…but even more important then

that is…

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the more you know your customers, the more you will try

to not disappoint them.

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To get people to talk about your company or product/service you need to do two

things…

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1.People need to see themselves in your brand so you need to open up to them and the idea.

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Live the life of your

customers

Fight for what the

care about

and be an advocate for their

voice..

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2- Do interesting things.

So they want to live your brand

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2- Then…do more interesting things.  

It’s cool cause it folds!

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SO where do you go to execute on all this new

knowledge? (that I am only at best

Half finished explaining)?

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Ok.  Back  to…  

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It isn’t the Holy Grail anymore.

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So where should you go?

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..but you should!

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Find the true niche sites that your customers are participating In. These could be: • Associations and Trade sites • Community Sites • Online Forums

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Because everything you do starting now should be about, and include your customers.

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Remember that ”Do interesting things” slide?.

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By promoting your customers you are forming a real connection and with that connection you will empower your customers to talk about your company and indirectly you have

a highly passionate sales force!

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Anyone Remember Stingray?

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Do favors for Customers, Partners, Friends and never stop networking...so you can call in

favors to save the day!

We are living in a Favor Based Economy

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 ”There is no reason to have a network if you are not

using it.”

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 ”There is no reason to have a network if you are not

using it.”

-Saul Colt (about a minute ago)

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I want to see the term Transparency be replaced with….

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It should be less about being “Internet Famous” and more

about getting stuff done because if you are living in the Back Channel and having your

customers do most of your promotion then it will be less about bragging and leave you

with more time to focus on creating Word of Mouth

opportunities.

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Quick ways to start WOM conversations!

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• Force people to ask questions? • Make them scratch their heads! • Try 100 things! • Its ok if no one shows up!

These types of activities will help build your brand and when it is all said and done your brand is the only thing

a competitor can’t steal!

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Because marketing really has changed and if you think it is only about

squeezing another 1/8th of 1% to your Customer

Acquisition numbers then you’re missing the point.

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So…in closing.

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If you remember nothing else from this talk I ask you

to remember these three things.

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The “4 E’s”

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• Execute

• Extraordinary

• Experiences

• Everyday

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…and what exactly am I calling this new way to market to

people?

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The Aristocrats!

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Any Questions? Contact me!

@saulcolt

Cell - 416-219-3259

saulcolt

saulcolt

saul@freshbooks.com