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.
13. 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.”
14. 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.”
15. 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.”
16. 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.”
17. 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!”
18. 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.”
20. Applying Principles from Stylists
1. Get to know your clients
2. Know your “options”
3. Create a “look board”
21. 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
22. Know Your Clients
WHAT ARE THEIR MOTIVATIONS?
WHAT DOES THEIR ENVIRONMENT LOOK LIKE?
HOW DO THEY MAKE UP THEIR MIND?
WHAT TRIGGERS BEHAVIOR?
23. 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
24. 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
Twitter
Website
Email
Information-rich
white paper
Breaking news,
insights or scoop
8am – 7pm
15% Travel
iPhone
Work Computer
Information Delivery Consumption
27. 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
28. Create a Look Board
HR & Talent
Management
Executive
29. 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
30. Range of Options
Information Delivery Consumption
Product lifecycle
strategies,
tactics and IP
Market, Client,
Industry or
Subject trends
Get published in
relevant
periodicals
eBooks
Twitter
LinkedIn
Email
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 laptop
Big ideas.
Innovations
42. Content Type YES! MAYBE NEED DON’T NEED
White Paper
Video
Surveys
Articles
Presentations
Blogs
Case studies
Experience
Press Release
Media Interview
Photos
Infographics
43. Channel YES MAYBE NEED DON’T NEED
Website
Email
Twitter
LinkedIn
Blog
SlideShare
YouTube/Vimeo
SEO/SEM
Pinterest
Media Interview
Flickr
Facebook
GooglePlus
LinkedIn Careers
44. Targeting Businesses Interested in China
GC Expanding to China
International Business Contacts
Q2
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
LinkedIn
Marketer to measure
and monitor shares
and likes