Enterprise Ireland - eMarketing Event - Galway - July 2013

1. Think
different
about
marketing?

2. Challenge

3. core communications
+
reach
=
marketing engine

4. Your company cannot achieve its full
potential without an excellent
marketing engine.

6. Now the opportunity & threat has
been hugely magnified.

7. Essential to re-think and re-craft
marketing comms and tactics.

8. Is excellence in marketing as important
as excellence in product, service,
people and finance?

11. core communications
+
reach
=
marketing engine

12. It is your pitch and your personality
fully brought to life in all your
communications
+

13. +
A set of market tactics that are proven
to reach, and engage those who have
a compelling need for your offering.

14. = marketing engine

15. Re-developing the engine:
1. Research
2. Purpose
3. Position
4. Pitch
5. Marketing strategy & plan
6. Brand – style & personality
7. Create all copy, images, video
8. Create website, brochure,
PowerPoint etc.

16. Was that
the path
you took?

17. Research
The 3C’s. Insights.

18. Purpose
Why does the
business exist?

21. Position
What space do
you want to own
in the prospects
mind?

23. Pitch
Craft a simple,
short, engaging
pitch.
All comms will
flow from this.

32. Re-developing the engine:
1. Research
2. Purpose
3. Position
4. Pitch
5. Marketing strategy & plan
6. Brand – style & personality
7. Create all copy, images, video
8. Create website, brochure,
PowerPoint etc.

34. Reach
A set of market tactics that are proven to reach,
and engage those who have a compelling need for
your offering.

36. Can we use online to generate a
sustained flow of international sales
leads for significant projects?
From people who have never heard of
our little company and who usually
buy from Cisco?

49. Can we cut enquiry calls from an
average of 20 minutes to 1 minute?
While increasing our enquiry to
booking rate?

59. With only a website and some digital
marketing can you sell a two year,
€12,000, online masters?
To people who have never heard of UL
and live 6,000 miles away?
Can we persuade students to choose
UL rather than Peen State, Harvard
and others?

66. Our Irish market has taken a huge hit.
With a website and some digital
marketing could we jump into the UK
market?

73. UK
customers
coming from
Google

76. Huge opportunity to fire up our
marketing engines.
What hold’s us back?

78. Principles:

79. Focus

80. Be true

81. Be simple

82. Be persuasive

83. Be brave

84. Be remarkable

87. Thinking
different
about
marketing?

89. Ed Field
1890-927-800
edfield@diginomarketing.com
www.diginomarketing.com