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Last year, we explored the notion of “Content Merchandising.” In short, we borrowed theories and practices from the retail world and suggested how to apply them to content marketing strategies at law firms and other professional services organizations. This year, Jen Bullett is back at it. She takes inspiration from the world of the Fashion stylist and examines how marketers can use ethnographic research techniques to understand client behaviors and determine what content and distribution channels are most appropriate for different audiences. Jen helps you figure out how to create a head-to-toe “content” look tailored specifically to the likes of targeted audiences, and she includes in and out-of-industry examples of businesses that are successfully pulling winning looks. To view a recording of this webinar, visit http://bit.ly/1giUe5G.
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03.27.14
The Digital Stylist: Finding THE “Look” for Audiences by Pairing Content & Channels
Webinar
Imagination & Creativity
In 2012/2013: Produce Content!
In 2013….Inspiration for Merchandising
More Content Then Ever
So Many Digital “Channels”
Client Expectations Have Changed
Omni-Channel Marketing
In 2014: Content + Channel + Context
Technology is Helping
Content Targeting
Re-Targeting
Geo Targeting Time Targeting
In 2014….Inspiration from Stylists
Research Into Stylists
Get To Know Their Clients
“These [stylists] know what their clients like and dislike and what suits their body shape. That’s what a really good stylist does.”
Take Time & Hassle Away
“Big stars don’t have the time to decide what to wear on a red carpet or for a week-long press junket. They need help.”
Push The Boundaries
“Make me try on things that I wouldn't normally choose on the hanger, but it still falls within the boundaries of things I
would like anyway.”
Know the Trends & Be the Experts
“[The Stylist] knows brands [trends] and stores I don't, she can see the way something will hang before I try it on, she can make
an outfit look unique and not like.”
Customize & Tailor to your Client
“If you're on the styling career path or oversee the need for clothing to look perfect in the media, learn professional fit
techniques [including]… pinning for fit, taping hems, keeping plunging necklines in place, working with clips, and more”
“We tailor 85% of Red Carpet looks!”
Stylists are “Relationship” Businesses Too
• “It’s a marriage. I lasted with some of my clients for 7 years, 17 years. You take a girl who is not the girl whom everyone wants to dress, and you build her, and you build her, and now she wants a change. It’s O.K. As long as you both walk away feeling good about each other, and it’s not awkward. That’s the thing.”
• “Stylists have no security. Sometimes she’ll have eight million clients, and then she has two. But she will come back. Actresses hear about new hot stylists, and it’s like a great restaurant—they want to try it.”
Putting this into practice
Applying Principles from Stylists
1. Get to know your clients
2. Know your “options”
3. Create a “look board”
Know Your Clients
VP, HR
VP, BD
VP, PRODUCT
Influencers & consumers
Know the business
Contribute to growth
Work across groups
Profiles are from a collection of different people/interview
Know Your Clients
WHAT ARE THEIR MOTIVATIONS?
WHAT DOES THEIR ENVIRONMENT LOOK LIKE?
HOW DO THEY MAKE UP THEIR MIND?
WHAT TRIGGERS BEHAVIOR?
WILLIAM DEALER• Twitter - Listen• Email• Phone• Laptop• Articles/Reports• Infographics• Influencers
Motivation
Environment
Decision-Making
Triggers
• Loves making deals
• More deals greater growth
• Business. No Drama
• It’s all about the facts.
VP, BD
• Positioning with board
• Aspiration to be CEO/GM
• Business-case driven
• Structured. Prescriptive
• Independent but manages up
• Regimented approach
• Insight from analysts & consultants
• Thorough factual research
• Unsuccessful deal
• Organizational shift
• New Opportunity
• Skills/Team Deficiencies
Range of Options
Merger & Acquisition Strategies & news
Facts, survey results and market size. Infographics
Company integration examples and learnings
Get to know Analysts and Consultants
Website
Information-rich white paper
Breaking news, insights or scoop
8am – 7pm 15% Travel
iPhoneWork Computer
Information Delivery Consumption
Create a Look Board
JANE DRIVER• Phone• Laptop• LinkedIn• Coffee meetings• Networks• Referrals• Short-form articles
Motivation
Environment
Decision-Making
Triggers
VP, HR
• Doer & Driver
• Results-oriented
• Historically slow-moving
• On verge of transformation.
• Strategy & Innovation
• People’s development
• Purpose & passion
• Layered
• Consensus & collaboration
• Gains buy-in
• Always starts with network
• Scans curated content
• Old procedure/Ineffective
• Team skills gap
• Transformation
• Risk & crisis
Range of Options
Information Delivery Consumption
Change Management strategies
Well respected and well known Subject info
HR Updated Basics – Policies and procedure
Short and sweet content. Scannable
Receive content & information from network
Thoughtful and well curated content items
8am – 5pm. Evening sessions No travel
Work phone Work laptop iPhone
LinkedIn and Email primary channels
Create a Look Board
HR & Talent Management
Executive
MATT DREAMER• iPad (mini)• Laptop• iPhone• Twitter - Publish• LinkedIn• Face to face
Motivation
Environment
Decision-Making
Triggers
VP, Product
• Great products
• Imagine something better
• Dynamic & Fast-paced
• Creative but well organized
• Developing ideas
• Patent & IPO
• High growth
• Transparent
• Fluid & decisive
• Limited buy-in—manage up
• Ideas from broad scope
• “In It” & Involved
• Competitive threat
• Market opportunity
• Innovation
• Organizational changes
Range of Options
Information Delivery Consumption
Product lifecycle strategies, tactics and IP
Market, Client, Industry or Subject trends
Get published in relevant periodicals
eBooks TwitterLinkedInEmail
Well designed. Long form trends articles
Full Speed or Turned Off
“On” most of the time. 7am – 8pm. 40% travel
iPad is primary device. iPhone then laptopBig ideas.
Innovations
Create a Look Board
Some “Real” Examples
PWC: CEO
PWC: DIGITAL TOUCHPOINTS
The Waterfront Cafe
PERKINS + WILL: ECO-Conscious Builders
PERKINS WILL: ECO-Conscious Builders
The Waterfront Cafe
DELOITTE: HR/Talent Management
Deloitte: HR/Talent Management
Final Thoughts
Understanding The Relationship Cycle
Adaptation of the McKinsey Consumer Decision Journey.
Aud
ienc
eC
onte
nt &
C
hann
els
GC (With interest in
China)
Blogs
Event
Fast/Alerts
Entering China top issues
Content Type YES! MAYBE NEED DON’T NEED
White Paper
Video
Surveys
Articles
Presentations
Blogs
Case studies
Experience
Press Release
Media Interview
Photos
Infographics
Channel YES MAYBE NEED DON’T NEED
Website
Blog
SlideShare
YouTube/Vimeo
SEO/SEM
Media Interview
Flickr
GooglePlus
LinkedIn Careers
Targeting Businesses Interested in China
GC Expanding to China
International Business ContactsQ2
Awareness Consideration Follow-up Trust/Advocate
Awareness Consideration Follow-up Trust/Advocate
Organic search drive to mini-site
Personalized content by “role” CEO/GC
Call to action to white paper
“Go China” LinkedIn group(1 day post white paper download)
Targeted LinkedIn ads drive to mini-site
Invitation through LinkedIn to Local Seminar (Every 2 months)
“LinkedIn” invitation post event by lead attorney (immediate)
Follow-up with “slideshare” materials & invitation for personal meeting (Week of event)
Top strategies for China alert/trends(Every month)
Invite to speak at annual “China or Bust” event
Cross-sell from “international” alert newsletter
If no click: packaged email content from relationship partner driving to mini-site(2-days post newsletter)
Direct client to white paper on mini-site (Pre-filled whitepaper form)
Invite client to “Go China” LinkedIn group(I day post white paper download)
Invitation to local Seminar
Follow-up from relationship partner with link to “slideshare”Note to: Please share if you think helpful (immediate)
Make presentation information easily shareable on mini-site, slideshare and LinkedInMarketer to measure and monitor shares and likes
Not Convinced?
Carrie Underwood
Before After
Angelina Jolie
Before After
Sarah Jessica Parker
Before After
Thank you!!
