Refining the Message: The Journey, Episode 8

TL;DR

Mike struggles with product sales and explores new marketing strategies.

Transcript

• [Mike] Affiliates. (WOMEN LAUGH) - [Mike] You want to elaborate on that? (PERCUSSIVE MUSIC PLAYS) (SKYPE RINGING) - Hey Ray, how are you? So Ray one of our challenges is we are entering into the holiday season, you know Thanksgiving to Christmas and the big struggle that we're facing right now is how do we market up against every other business... Read More

Key Insights

• Mike is facing challenges with product sales as the holiday season approaches, highlighting the competitive nature of marketing during this time.
• Ray suggests aligning marketing messages with customers' holiday and New Year's resolutions to engage them more personally.
• The team is considering opening ticket sales to affiliates to increase buzz and goodwill, despite initial reservations.
• Mike discusses the importance of effective delegation and the pitfalls of poor communication within a team.
• Remarketing strategies are being evaluated, with a focus on engaging viewers who watch a significant portion of their content.
• The conversation touches on the difference between 'ask' and 'tell' marketing strategies, emphasizing the value of providing information over making demands.
• A podcast discussion introduces a novel email marketing strategy that boosts engagement by prioritizing emails to top subscribers first.
• Mike experiments with creating engaging video content, aiming to encourage viewer interaction and sharing on social media.

Questions & Answers

Q: What challenge is Mike facing with product sales?

Mike is struggling with low sales of community tickets for an upcoming event during the holiday season. Despite expectations of brisk sales, only 17 tickets have been sold, prompting him to reassess their marketing strategy and consider new approaches to boost sales.

Q: How does Ray suggest Mike should adjust his marketing strategy?

Ray advises Mike to align his marketing messages with what customers are already thinking about during the holidays, such as New Year's resolutions and financial planning. This approach aims to make the marketing more personal and relevant, potentially increasing customer engagement and interest.

Q: What is the team's stance on opening ticket sales to affiliates?

The team is initially hesitant about opening ticket sales to affiliates, as it goes against their usual approach. However, they recognize that this could create buzz and goodwill, especially with speakers, and ultimately agree to proceed with this strategy to potentially boost sales.

Q: What issue does Mike encounter with delegation?

Mike faces challenges with delegation, as tasks assigned to a team member are not being completed timely. He reflects on the importance of effective communication and delegation, realizing he may have taken back responsibilities without adequately preparing the team member.

Q: What remarketing strategy is being considered?

The team is considering targeting viewers who watch more than 25% of their content, as this indicates higher engagement. By creating a dedicated audience for these viewers, they aim to show them subsequent episodes and eventually convert them into conference attendees.

Q: How does the concept of 'ask' versus 'tell' apply to their marketing?

The team discusses the importance of 'tell' marketing, which involves providing valuable information rather than making demands. By sharing exciting news and updates instead of focusing solely on sales, they aim to engage their audience more effectively and create a positive impression.

Q: What innovative email marketing strategy is discussed in the podcast?

The podcast introduces a strategy where emails are first sent to top subscribers, resulting in high open rates and engagement. This success signals to email providers like Gmail that the content is valuable, which can improve delivery and engagement rates when sent to the broader audience.

Q: What is Mike's approach to creating engaging video content?

Mike works on creating high-energy video content to engage viewers and encourage them to share it on social media. He experiments with different styles and messages, aiming to connect with the audience and promote their upcoming event, Social Media Marketing World 2018.

Summary & Key Takeaways

• Mike Stelzner is dealing with low sales for a new product during the competitive holiday season. He explores new marketing angles by aligning messages with customers' holiday mindsets and considers opening sales to affiliates for increased buzz.

• The episode delves into the importance of effective delegation and communication within a team. Mike also learns about a successful email marketing strategy that could potentially improve their engagement rates and open rates.

• Mike experiments with creating engaging video content to connect with viewers and drive interaction. He emphasizes the importance of providing value in marketing messages and explores remarketing strategies to better engage with their audience.