keynote: the marketer's edge
TRANSCRIPT
We all want to grow our businesses
and our reach.
We’re wasting precious time exploring a world of options.
✓ Most ideas are additive✓ Every idea is a “good” idea✓ Meetings lead to more meetings✓ Analysis paralysis / demotivation
Print is an opportunity like never before.
BEST NEXT MOVE
As marketers, we don’t need more ideas.
WE NEED TO KNOW OUR
STOP PLAYING BATTLESHIP.
START PLAYING BLACKJACK.
Beat the dealer without going over 21
DEALER UP: 4 YOUR HAND: 12
TAKE A CARD?DEALER UP: 4 YOUR HAND: 12
HOUSE EDGE
DEALER UP: 4 YOUR HAND: 12
Basic Strategy Says: STAND
DEALER: 40% BUST RATE
HOUSE EDGE
I like this optimal move idea!
There are distinct parallels between Blackjack moves and
the moves we make in business.
Stay the course
Provokeaction
Go“all-in”
Hedge your bet
What if there was a “Basic Strategy Table”
for business?
This Matrix helps you determine which move
you are in the position make.
To Hit means you’re willing to make a move and take some risk to better your position.
The Matrix is designed to help you make
strategic moves, faster.
Think of every business decision as “cards in-hand.”
Do you like this hand,or do you want to change
your situation?
DANYL BOSOMWORTH / i-to-i TRAVEL & TOURISM
3% conversion rate
How do we improve conversion
rates?
Add a teach and travel “lite”
experience
Go to college fairs
Develop amobile app
Make cool movies about
teach and travelReassess
SEOSend a surveyor focus group the offerings
Buy more ads
Increase content marketing and social media
Partner with a popular brandor influencers
Create lead toolsand automate
“Where are we doing well?”
Do you like adventurous food?
Have you taken the TEFL exam?Have you traveled outside the United States?
Aspiration = Buying Intent
11xMORE LIKELY TO COMPLETE 3 LEAD TOOLS
Most Likely to Close (+4)Least Likely to Close (-5)
Let’s get inside Danyl’s brain
Double Down is a high risk “all-in” move that is used in situations of confidence, or desperation.
Target Audience
Target Audience NEW Target Audience
How do we reach this new
customer?
Create a new division
Increase advertising
spend
Develop amobile app
Cruises!
Partner-upwith AARP
Add new concierge services
Add new travelpackages
Increase content marketing and social media
Revert to traditional media
Overhaul marketing strategy
Dan started marketing to attitudes.
To stand is do more of what you’re currently doing, or to consciously choose inaction.
IN 3 YEARS, DAN GREW THE PROGRAM BY
AND GREW ANNUAL REVENUE FROM
30%
$2MM to $6MM
The RIGHT DATA will point you to the right decisions.
Data gives us the confidence to make a move.
You can play an emotional game,or a strategic one.
In business, and in Blackjack:
(Hint: strategy wins)
Card counters keep a running score:
2 – 6 = +1 7 – 9 = 0 10 – Ace = -1
Card counters keep a running score:
+1
RUNNING SCORE: 1
Card counters keep a running score:
+1
RUNNING SCORE:
-1
0
Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1
1
Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0
1
Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1
0
Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
1
Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
2
+1
Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1+1
3
+1
PLAYER’S EDGE
BASIC STRATEGY + CARD COUNTING =
THE Player’s EDGE
Card counters know when the odds are in their favor,
and when they’re not.
The DATA tells them which move to make.
In business, the right data willsupport your decisions,
save time and reduce risk.
THE MATRIX + THE RIGHT DATA =
YOUR EDGE
How do we do it?
Think like a
CARD COUNTER
✓ 1.6M+ YouTube views✓ 20,000 loyal subscribers✓ Adding products and services✓ Being helpful, building relationships
GROWTH = FLAT
✓ 1.6M+ YouTube views✓ 20,000 loyal subscribers✓ Adding products and services✓ Being helpful, building relationships
WHAT ARE THEY DOING RIGHT?
IT’S NOT JUST KNOWING THE MOVES.
IT’S KNOWING WHENTO USE THEM.
✓ Focus on what they have in-hand✓ Always have strategy in mind✓ Use data (not emotion) to drive action
CARD COUNTERS:
To get the right data:
ASK THE RIGHT QUESTIONS
BRIAN BENSON / BENSON INTEGRATED MARKETING
~$6MM
“How can we make our CUSTOMERSlook like HEROES in their organizations?”
Brian asked:
He sent a monthly customer survey
What are you struggling with in your organization?
What would make your job easier?
What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take 6–12 weeks to produce?”
What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take 6–12 weeks to produce?”
“Branded apparel is killing us!”
SIGNS IN 2 WEEKS!
Brian had a decision to make.
Opportunity: Multifamily Real Estate
Again, Brian analyzed the situation.
NEXT: Banking Industry?
To Split is to recognize two good opportunities, and to play two separate hands with a dual focus.
Brian didn’t need to Split.He already had a winning hand.
ON PACE TO HIT
$50MM in 2018
Brian chose to:
by disrupting new markets
on the multi-family real estate market
on the market they know best
Brian asked the right questions, and got powerful information in return.
IT’S ALWAYS ABOUT THEM.IT’S NEVER ABOUT YOU.
When it comes to asking questions:
Instead of asking more questions to gather more data, ask
ONE IRRESISTIBLE QUESTIONto unearth actionable insights.
Irresistible questions inspire PASSIONATE REACTIONSthat deliver unexpected, but
exponentially valuable, insights.
Valuable insights informyour BEST NEXT MOVE and give you a competitive edge.
Think like a
CARD COUNTER
Card counters rely on constant feedback
to fuel the best next move.
CONSTANT FEEDBACK FUELS
BETTER BUSINESSDECISIONS
CRAIG COFFEY / LINCOLN ELECTRIC
Seek constant feedback,both active/reported and behavioral.
300+ Marketing-Qualified Leads (MQLs)20+ Sales Accepted Leads (SALs)
10+ Quotes
. . . and addressed“The other 97%”
Craig chose to:
with dual-marketing strategies
first-to-market educating the category
on their traditional marketing model
Constant feedback will fuel your best next move.
Card counters cannot break their concentration.
Distraction leads to failure.
They can only focus on thehand they’re dealt.
Card counters trust in the long game.
Focus inward and find the power in
WHAT YOU ALREADY HAVE
DR. DUSTIN BURLESON / BURLESON ORTHODONTICS
With helpful lead tools and a laser-focus on timely follow-up and follow-through, he started winning.
85%
The quiz made it easyto let the least-compatible
customers go.
TOP IN NORTH AMERICA1%
7,500 active patients4 locations
$4+ million in revenue
Dr. Burleson chose to:
by using technology to extend his reach in a hyperlocal market
by letting customers walk away
Dr. Burleson focused-in onproviding the best service to his
existing customers.
Focus inward and find the power in
WHAT YOU ALREADY HAVE
What about Foldfactory?
FOCUS: B2B
FOCUS: B2B
GROWTH = FLAT
What am I willing to do with my business?
“Where are we doing well?”
✓ 60,000 views ✓ 115,000 impressions per month
GROWTH: B2C
We’ve chosen to:
our B2B and B2C opportunities
on Foldfactory’s B2B offerings
B2C market with Foldfactory Craft
✓ Play a strategic game, not an emotional one✓ Ask the right questions to get the right data✓ Focus inward and find power in what you have✓ Let the data tell you the best next move
GET YOUR EDGE
THINK LIKE A CARD COUNTER
To find your edge and make your best next move: