Marketing Creatively - Saul Colt

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S a u l hB o o
Fre s

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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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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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:

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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…

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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!)

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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!

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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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Engagement isn’t for everyone.

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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…

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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.

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So they want to live your brand

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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Find the true niche sites that
your customers are participating
In. These could be:
• Associations and Trade sites
• C ommunity 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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We are living in a Favor
Based Economy

Do favors for Customers,
Partners, Friends and never stop
networking...so you can call in
favors to save the day!

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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!

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

• 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

saulcolt

saulcolt

saul@freshbooks.com

Cell - 416-219-3259

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Marketing Creatively - Saul Colt

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