Here is a 7 sentence marketing plan for Okanagan Woman magazine: 1. Okanagan Woman magazine targets busy professional women in the Okanagan region. 2. These women are always on the go and need inspiration for balancing work, family, and lifestyle. 3. Okanagan Woman is a glossy quarterly magazine focused on local stories, recipes, fashion, and events. 4. The magazine provides an escape for readers looking to learn about what's happening in their community and gain ideas for their personal and professional lives. 5. Unlike other local publications that are monthly or weekly, Okanagan Woman is a curated quarterly guide specifically for Okanagan women. 6

1. Marketing Tactics & Principles
The Cluetrain Manifesto & The Open Brand

2. Last Week
Darren Barefoot and Julie Szabo, Introduction and Chapter 1, Friends
With Benefits, xxiii – 20
Chris Anderson, "The Long Tail," Wired 12.10,
http://www.wired.com/wired/archive/12.10/tail.html
Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The
Cluetrain Manifesto," http://www.cluetrain.com/
Kelly Mooney and Nita Rollins, Open Brand
Monique Trottier
@BoxcarMarketing

3. If marketing is about...
• Conversation
• Collaboration
• Community
Monique Trottier
@BoxcarMarketing

4. And if we believe Clay
Shirky ...
that the web is a network of people who organize themselves
Monique Trottier
@BoxcarMarketing

5. Then we are talking about...
Source: DSearls http://www.flickr.com/photos/docsearls/5500125905/sizes/o/in/photostream/
Monique Trottier
@BoxcarMarketing

6. The Cluetrain Manifesto
• Cluetrain.com went live April 1999
• Written by Chris Locke, Doc Searls,
David Weinberger and Rick Levine
• They felt that a powerful global
conversation had begun
• And that through the internet people
were discovering and inventing new
ways to share relevant knowledge with
blinding speed.
Monique Trottier
@BoxcarMarketing

7. The Cluetrain’s Key Points
• Markets are conversations.
• Markets are networks of people.
• Markets make buying decisions by talking
amongst each other.
• Companies are networks of people.
• Companies should use a human voice
instead of corporate-speak.
Monique Trottier
@BoxcarMarketing

8. What the Cluetrain Manifesto
Means for Marketers:
• People talk.
• The conversation will go on with or without you.
• Markets demand transparency, authenticity and
trust.
• Join your community.
• The masses are greater than mass media.
Monique Trottier
@BoxcarMarketing

9. 10 Years Later...
• The Open Brand was written by Kelly Mooney
and Dr. Nita Rollins in 2008
• The book is about the power shift from
brands to consumers and how marketers
need to behave differently
• The lessons of The Cluetrain Manifesto are
still being learned
Monique Trottier
@BoxcarMarketing

10. The Open Brand’s Key Points
• There’s been a relationship shift in the way consumers
relate to products: before, during and after a purchase
consumers are engaging with each other through blogs,
peer-reviews and other interactive ways.
• Consumers are taking control over the messages that
brands once controlled.
• For brands to survive this relationship shift they must
engage with consumers within consumers’
communities.
Monique Trottier
@BoxcarMarketing

11. 1999: The Cluetrain Manifesto
2008: The Open Brand &
Here Comes Everybody
Today: Business still struggles with the
implementing these concepts
Monique Trottier
@BoxcarMarketing

12. Open Brand Asks...
(page 12-13)
Monique Trottier
@BoxcarMarketing

13. What does it mean for marketers?
page 21
Worldview of Closed Brands Worldview of Open Brands
Target Consumers ‣ Fosters Communities of Consumers
Monologue ‣ Dialogue
Awareness ‣ Engagement
Push ‣ Pull
Scripted Communication ‣ Transparent Communication
Request, Periodic Feedback ‣ 24/7 Feedback, Input-Focused
Created by Marketers ‣ Co-Created with Consumers
Brand Management
‣ Brand Stewardship
Monique Trottier
@BoxcarMarketing

14. It’s not the tools,
it’s how we use them
monique@boxcarmarketing.com
twitter: @boxcarmarketing

15. How is this important to our class?
• Use your human voice
• People form social networks
• Markets are networked environments of people
• People recognize honesty, transparency, authenticity
Monique Trottier
@BoxcarMarketing

16. Today’s Model is a
Old Model was top down networked environment.
page 97-98
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!"#$%&'() !"&&%#-./)
'($)*+,"& '(++*$-./&
$01234)5166789)
*(+#,)
In a networked environment (Cluetrain),
people form communities and organize
themselves (Shirky). They talk transparently
(Open Brand) about their experiences. Monique Trottier
@BoxcarMarketing

17. The O.P.E.N Brand is:
• On-demand: Brands need to be accessible,
immediate, & findable.
• Personal: Brands need to build relationships
with consumers.
• Engaging: Brands need to be interactive and
provide meaningful experiences that foster
relationships.
• Networked: Brands need to leverage the
potential of word-of-mouth marketing – market
to ‘true fans’ who will spread the word for them.
Monique Trottier
@BoxcarMarketing

18. What is a brand?
brand, branding, branded
Monique Trottier
@BoxcarMarketing

19. What is a brand?
• Specific information about an !"#$%&'() !"&&%#-./)
organization, product or service $01234)5166789)
(or even person) that
distinguishes it from others in the
marketplace.
*(+#,)
• A promise about the qualities and
characteristics that make the
organization, product or service
unique.
Monique Trottier
@BoxcarMarketing

20. What is the brand promise of
Okanagan Woman?
Home Decor
Food & Recipes
Fashion
• Full colour glossy, saddle
stitched magazine
• 25,000 print run
• Quarterly
• Distributed to Okanagan
businesses & women’s
organizations

21. Positioning Statement Exercise
1. For (who is the customer?)
2. Who need (what is their pain?)
3. Product X is (what is your product?)
4. That provides (how does it solve the pain?)
5. Unlike competitors (what competes with your product?)
http://www.ilovekelowna.com/community-directory/entertainment-general/media-tv-radio-newspapers/
6. Our product (what makes your product superior?)
7. The company also provides (what added punch is provided
to seal the deal?) Monique Trottier
@BoxcarMarketing

22. Next Up
7 Sentence Marketing Plan