Oversubscribed

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Daniel Priestley. Oversubscribed

Table of Contents

Guide

Pages

OVERSUBSCRIBED. HOW TO GET PEOPLE LINING UP TO DO BUSINESS WITH YOU

INTRODUCTION

PRINCIPLE 1 ONLY OVERSUBSCRIBED BUSINESSES MAKE A PROFIT

YOU ONLY NEED TWO BIDDERSG

SOME PEOPLE MISS OUT

PROFITS, LOSSES OR WAGES?

PRINCIPLE 2 THE ONLY PEOPLE THAT MATTER ARE YOUR PEOPLE

CREATE YOUR OWN MARKET

YOU DON'T NEED EVERYONE

FAMOUS FOR A FEW

STANDING OUT IN A NOISY MARKET

BE CONTENT‐BINGE‐READY

PRINCIPLE 3 FIRST MAKE YOUR MARKET THEN MAKE YOUR SALES

DON'T RUSH PEOPLE

SIGNALS OUT, SIGNALS IN

Approach 1

Approach 2

FOUR MARKET POSITIONS THAT GET OVERSUBSCRIBED

DRIVER NUMBER ONE – INNOVATION

DRIVER NUMBER TWO – RELATIONSHIP

DRIVER NUMBER THREE – CONVENIENCE

DRIVER NUMBER FOUR – PRICE

PRINCIPLE 4 PEOPLE BUY WHEN THE CONDITIONS ARE RIGHT

YOU CREATE THE CONDITIONS

PEOPLE DON'T BUY WHAT OTHERS WANT TO SELL, THEY BUY WHAT OTHERS WANT TO BUY

PEOPLE OFTEN JUDGE THE PRODUCT BY THE PEOPLE BUYING IT

PEOPLE DON'T BUY WHAT THEY NEED, THEY BUY WHAT THEY WANT

PRINCIPLE 5 BE DIFFERENT AND SET YOUR OWN RULES

THE POWER OF PHILOSOPHY

IT'S OK TO FAIL

IT'S OK TO SAY NO

IT'S OK TO MAKE PEOPLE WAIT

IT'S OK TO BE CONTRARIAN

PRINCIPLE 6 VALUE IS CREATED IN THE ECOSYSTEM

NOTHING WORKS ON ITS OWN

GIVE AWAY IDEAS, CHARGE FOR IMPLEMENTATION

IT'S EASIER TO CLIMB SMALL STAIRS THAN TO JUMP BIG WALLS

INNOVATE THE ECOSYSTEM, NOT THE WINNING FORMULA

PRINCIPLE 7 MEET PEOPLE WHERE THEY ARE, SPEAK TO THEM IN THEIR LANGUAGE

MORE DATA, MORE SALES

HYPER‐TARGETING IS YOUR MARKETING GOAL

DATA IS THE LIFEBLOOD OF MARKETING

DATA CREATES LOVE

PEOPLE DON'T SPEND BIG MONEY TO SOLVE SMALL PROBLEMS

For Want of a Nail

ALL PEOPLE HAVE THEIR OWN SET OF VALUES

PRINCIPLE 8 NOTHING BEATS BEING POSITIVELY REMARKABLE

REPLACE YOUR MARKETING BUDGET WITH A REMARKABLE BUDGET

THE KEY TO MAKING MONEY MIGHT BE NOT MAKING MONEY

BUILD A REMARKABLY TRUSTED PERSONAL BRAND

YOU ARE WHO GOOGLE SAYS YOU ARE

PART II THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD: TURNING PRINCIPLES INTO STRATEGY

THINKING LIKE A CAMPAIGN‐DRIVEN ENTERPRISE

THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD

WEEKLY: MICRO‐CAMPAIGNS

QUARTERLY: SPOTLIGHT CAMPAIGNS

ANNUALLY: THE BIG MESSAGE CAMPAIGN

Find the balance that works for you

SIX STEPS TO CREATING OVERSUBSCRIBED CAMPAIGNS

PHASE 1: PLANNING

PHASE 2: BUILD‐UP

PHASE 3: OVERSUBSCRIBED RELEASE

PHASE 4: SALES FOLLOW‐THROUGH

PHASE 5: REMARKABLE DELIVERY

PHASE 6: CELEBRATE AND INNOVATE

Activity

PHASE 1 CAMPAIGN PLANNING: KNOW YOUR CAPACITY, WHO IT'S FOR AND WHEN YOU CAN DELIVER IT

IT BEGINS WITH A HAPPY CUSTOMER

Activity 1

Activity 2

WHO'S YOUR MARKET?

Activity: Who's your market?

CLIENTS VERSUS CUSTOMERS

GETTING A GRIP ON REALITY

Activity

THE REAL NUMBER

YOUR SCHEDULE FOR BECOMING OVERSUBSCRIBED

CREATE A CAMPAIGN THEME

Activity

CREATE A CAMPAIGN TIME LINE

Activity

PHASE 2 BUILD‐UP: WARMING UP THE MARKET WHILE SENDING AND COLLECTING SIGNALS

THE POWER OF SIGNALLING

DON'T ASK FOR THE SALE – ASK FOR THE SIGNAL

THE BIG FIVE FOR LEAD GENERATION

THINK MOBILE AND MEDIA ASSETS FIRST

EDUCATE AND ENTERTAIN

“7‐11‐4”ING BUILDS DESIRE

BRAINS DON'T KNOW IT'S DIGITAL

MARKET PRODUCTS‐FOR‐PROSPECTS

NAMING YOUR TERMS

Activity

DON'T TAKE YOUR FOOT OFF THE ACCELERATOR

Activity

PHASE 3 OVERSUBSCRIBED RELEASE: COMMUNICATING DEMAND AND SUPPLY TENSION BEFORE ALLOWING PEOPLE TO BUY

MEASURING INTEREST

SUFFICIENTLY OVERSUBSCRIBE YOUR CAPACITY

TRANSPARENCY

THERE'S ONE OF ME AND LOTS OF YOU

THE CLIENT SELECTION PROCESS

MANAGING ENERGY

STAGED RELEASE

SPECIAL/LIMITED EDITIONS

PRICE RISES AND TIME LIMITS

Activity

PHASE 4 SALES FOLLOW‐THROUGH: PROACTIVELY FOLLOW UP WITH PROSPECTS TO MAXIMISE THE EFFECTIVENESS OF YOUR CAMPAIGN

SALES CONVERSATIONS VERSUS CHIT‐CHATS

THERE'S A RHYTHM TO SUCCESSFUL SALES

THERE'S A STRUCTURE TO SUCCESSFUL SALES CONVERSATIONS

SALES IS A PROFESSION

AVOID ABS BRAKING

WITH‐OR‐WITHOUT YOU ENERGY

Activity

POSITIVELY REMARKABLE DELIVERY

THE REMARKABLE AUDIT

ENERGY UP, DOWN OR SIDEWAYS

SET YOUR TARGETS AND STAY FIRM

YOU'RE ALSO AN IT BUSINESS

YOU'RE ALSO A MEDIA BUSINESS

EXPERIENCE IS RELATIVE TO PRICE

Activity

PHASE 5 CELEBRATE AND INNOVATE

TELL YOUR STORIES

SO MANY GREAT HIDDEN STORIES

THE TRUTH IS IN THE RESULTS

THE DEBRIEF

TIME TO PARTY AND REST

GET READY FOR THE NEXT CAMPAIGN

Activity

GET READY TO SURF THE WAVES

STRUGGLE, LIFESTYLE OR PERFORMANCE?

THE CAMPAIGN‐DRIVEN ENTERPRISE TEAM

WHEN TO RECRUIT YOUR TEAM

THE CORE ROLES OF YOUR CAMPAIGN DRIVEN ENTERPRISE TEAM

ROLE 1: THE KEY PERSON OF INFLUENCE

ROLE 2: HEAD OF SALES AND MARKETING

Marketing tools

Sales tools

ROLE 3: HEAD OF OPERATIONS

ROLE 4: HEAD OF FINANCE AND REPORTING

CREATING CULTURE FROM THE BEGINNING

YOU'RE READY; LET'S GO!

CAMPAIGNING FOR CHANGE

ONE LAST THING: THE CHAPTER I WRESTLED WITH

ACKNOWLEDGEMENTS

ABOUT THE AUTHOR

PLUS•••••

CHAPTER 1. THE ENTREPRENEUR REVOLUTION IS HAPPENING

SMALL BUSINESSES CAN MAKE A DIFFERENCE

INDEX

WILEY END USER LICENSE AGREEMENT

Отрывок из книги

“For the last 30 years I've worked on some of the world's largest events, from mass participation running and cycling events to the Olympics. It's always a challenge to get a big event to engage with a large audience – this is one of the few books I've ever seen that distills powerful ideas and strategies that I know have an impact.”

Chris Robb, CEO and founder of Spectrum

.....

You might need to read this book several times and let the ideas sink in for that to happen. Some of the ideas are subtly woven into the stories. There's a rich tapestry out there and you're part of it. But as with any tapestry, you can't see it if you don't have the right perspective. When you take a few steps back you can see the bigger picture.

I'm hoping this book gives you a look at the bigger picture for you and your business. Let's begin a journey together that starts where you are right now and leads you to where you want to be.

.....