Building Audience Blue Ocean Strategy Approach

J. Elliott Cunningham ~ Westgate Marketing Blue Ocean Strategy Create Uncontested Space Make Competition Irrelevant Create & Capture New Demand Break the Value-Cost Trade-off Align Whole Systems to Activities in Pursuit of Differentiation Blue Ocean Strategy W. Chan Kim & Renee Mauborgne

J. Elliott Cunningham ~ Westgate Marketing Blue Ocean Strategy Canvas Blue Ocean Strategy W. Chan Kim & Renee Mauborgne

J. Elliott Cunningham ~ Westgate Marketing Characteristics of Good Strategy Focus Divergence Compelling Tag Line Blue Ocean Strategy W. Chan Kim & Renee Mauborgne

J. Elliott Cunningham ~ Westgate Marketing This is not your Audience

J. Elliott Cunningham ~ Westgate Marketing Walk in the Customers Shoes Business Plan ~ Mission, Vision & Purpose The Story ~ Narrative Bedrock Strategy Canvas Deep Water ~ Manage the Mix Watch the Dashboard ~ Top 10 Metrics (Analytics, Sales, etc)

J. Elliott Cunningham ~ Westgate Marketing Know Your Mission “When you discover your mission, you will feel its demand. It will fill you with enthusiasm and a burning desire to get to work on it.” W. Clement Stone, businessman and philanthropist

J. Elliott Cunningham ~ Westgate Marketing Write your story Develop your Narrative

J. Elliott Cunningham ~ Westgate Marketing Write your story Develop your Narrative Write it yourself Hire a publicity writer

J. Elliott Cunningham ~ Westgate Marketing Write your story Develop your Narrative Write it yourself Hire a publicity writer If you don’t write it someone else will

J. Elliott Cunningham ~ Westgate Marketing Write your story Develop your Narrative Write it yourself Hire a publicity writer If you don’t write it someone else will Bad Customer Word of Mouth Trolls Community sites & Blogs Comments & Reviews News Reports

J. Elliott Cunningham ~ Westgate Marketing Message, Media and the Mix Message (Impact x Relationship) Media (Reach x Frequency) The Porous Front Door Don’t Push them Out the Backdoor

J. Elliott Cunningham ~ Westgate Marketing Engaging

J. Elliott Cunningham ~ Westgate Marketing Formatted

J. Elliott Cunningham ~ Westgate Marketing Customers Know the Difference Keep it Real & Stay Focused Don’t Over Hype Maintain a Balanced Message & Frequency

J. Elliott Cunningham ~ Westgate Marketing Awareness ~ Mary-Kathryn

J. Elliott Cunningham ~ Westgate Marketing Mary- Kathryn profile Story ~ Spirit Driven Musically Inspired Product ~ Music CDs Channel Mix ~ Online, Social Networks, Website, etc Radio, TV, Magazine Live Shows Price Point ~ $15

J. Elliott Cunningham ~ Westgate Marketing Finding Your People Will Lead You Beach People Star People Fairy People Pirates & Gypsies Belly Dancers Jesus People Blood Rockers

J. Elliott Cunningham ~ Westgate Marketing Mary-Kathryn MySpace Top Artists

J. Elliott Cunningham ~ Westgate Marketing Mary-Kathryn Analytics

J. Elliott Cunningham ~ Westgate Marketing Mary-Kathryn Amazon Top Seller

J. Elliott Cunningham ~ Westgate Marketing Product Sales ~ Tom Jackson

J. Elliott Cunningham ~ Westgate Marketing Tom Jackson ~ Profile Story ~ Live Music Producer Creating Moments On Stage Products ~ DVDs & Live Event Channel Mix ~ Online, Social Networks, Website, etc Publicity, Conferences Online Sales Price Point ~ DVDs $59-$399, Live $2,850 per day

J. Elliott Cunningham ~ Westgate Marketing Tom Jackson Analytics

J. Elliott Cunningham ~ Westgate Marketing Tom Jackson eMail Opt-In

J. Elliott Cunningham ~ Westgate Marketing Tom Jackson Product Sales

J. Elliott Cunningham ~ Westgate Marketing Consulting Services ~ Foundation Group

J. Elliott Cunningham ~ Westgate Marketing Foundation Group profile Story ~ Nonprofits Get Started Here! Consultants To America's Nonprofits Products ~ Consulting Services, 501c3 Applications Channel Mix ~ Website, Blog, eMail Newsletter SEO, PPC Lead Generation – Inbound Phone Call Price Point ~ $1,200-$2,900

J. Elliott Cunningham ~ Westgate Marketing Foundation Group Analytics

J. Elliott Cunningham ~ Westgate Marketing Foundation Group Metrics

J. Elliott Cunningham ~ Westgate Marketing Standing Ovation or Walking Out Know Your Audience Manage New Audience in Balance Take Care of the Audience You Have ~ know your Attrition Rate

J. Elliott Cunningham ~ Westgate Marketing Always Respect the Audience Cutbacks and spending freezes from the economic downturn have reduced the number of legitimate opportunities for sales representatives; therefore, organizations are placing a renewed emphasis on cutting costs and customer retention to combat certain economic realities. www.ecommercetimes.com

J. Elliott Cunningham ~ Westgate Marketing Beware of Shinny Objects Don’t let your In-Box Manage your Marketing efforts Avoid the Latest Greatest that distract from current Initiatives Keep your Team Focused

J. Elliott Cunningham ~ Westgate Marketing Keep the Faith "Obstacles are those frightful things you see when you take your eyes off your goal." Henry Ford, founder Ford Motor Company

J. Elliott Cunningham ~ Westgate Marketing Creating an Engaging Experience J. Elliott Cunningham Westgate Marketing elliott@westgatemarketing.net mobile 615-403-9655 www.westgatemarketing.net