Marketing That Matters

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Marketing That Matters

• Eric Friedenwald-Fishman
• Creative Director/President
• Metropolitan Group
• Dialogue VI
• August 3-6, 2007

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Dont Fear Marketing

• Make sure marketing is at the table from the
  beginning
• Distinguish between strategy and tactics
• Develop and use marketing plans

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Use Marketing as a Core Business Strategy
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Know Yourself

• Clarify your mission and live it
• Build a strong brand and live it

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Build Upon Your Mission
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Whats Your Definition of Success?

• Clarify and codify your goals
• Identify your return on investment and
  advancement of mission expectations
• Reward and publicize the results you value

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Define Your Goals
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Know Your Audience

• Create an organizing principle for understanding
  your customer
• Engage with your customer in creating the product
• Understand how your customer feels about the
  experience
• Tap into your listening posts and foster
  word-of-mouse

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Be Aggressively Customer Centered
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Question Conventional Wisdom

• Evaluate your assumptions about your market
• Reposition your product so it reaches a larger
  market
• Develop your marketing materials so they speak to
  untapped markets
• Hire staff and create strategic partnerships that
  reflect your commitment to serving a larger
  marketplace

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Dont Limit Your Market
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Whats Driving the Customer Decision?

• Dont lose sight of your customers core
  decision-making drivers
• Reach out to the core values of your bulls-eye
  customer
• As you grow, recognize that your message needs to
  resonate with a wider audience
• If youre purchased, influence your parent

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Communicate Value and Values
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Emotion Trumps Data

• Develop your brand story
• Develop avenues to connect with your customer in
  emotionally authentic ways
• Package the product in a way that creates an
  emotional response
• Use your historical roots to create an emotional
  connection

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Connect With the Heart First, Mind Second
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Building a Community

• Empower your employees as messengers
• Empower your customers as messengers
• Empower your strategic partners as messengers

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Empower People as Messengers
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Walk the Talk

• Do the right thing
• Live the brand inside your organization
• Expose yourself
• Let customers have an authentic experience
• Make marketing choices that mesh with your values

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Be Authentic and Transparent
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Using Your Platform to Change the World

• Design your core product or service as a social
  change tool
• Empower your customers as change agents
• Take a stand
• Use cause-related marketing
• Put philanthropy at the center of your
  value/values proposition
• Harness the power of Business-to-Business
  purchasing

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Leverage Marketing for Social Impact
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Questions/Discussion
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Marketing That Matters

• About the authors
• Eric Friedenwald-Fishman, Creative
  Director/President of Metropolitan Group
• Chip Conley, CEO and founder of Joie de Vivre
  Hospitality
• Published by Berrett-Koehler, October 2006
• Part of the SVN book series
• Goal of MTM To offer a contemporary approach to
  strategic marketing that helps change the world

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Recent review
If youre a socially or environmentally
responsible business owner/manager, you must read
Marketing That Matters. It will first convince
you that marketing is essential to your business
success, and then it offers 10 chapters
discussing effective strategies and how you can
implement them. Sustainable Industries,
December 2006
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Mission
Metropolitan Group crafts strategic and creative
services to help social purpose organizations
create a just and sustainable world.
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What we do and who we help

• Practice Areas
• Strategic Communication
• Resource Development
• Intercultural Communication
• Organizational Development

• Focus Areas
• Socially Responsible and Green Business / CSR
• Foundations
• Children, Youth and Families
• Community and Economic Development
• Environment and Sustainability
• Heritage, Arts and Culture
• Libraries
• Public Health
• Social Justice and Human Rights

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Chicago, IL312.628.1447Washington, D.C.
202.380.3123Portland, OR 503.223.3299
Eric Friedenwald-Fishman Creative
Director/President efishman_at_metgroup.com 503.223.
3299
www.metgroup.com