The Revolutionary's Guide to Creating a Modern Marketing Business

The Revolutionary's Guide to Creating a

Modern Marketing Business

How to Craft a Business Revolution to Rise Above the Status Quo

“In this revolutionary age...

02

...businesses have to be able to uncover revolutionary alternatives to the status quo.�

03

DREAMER

IDEOLOGIST

VISIONARY

CHANGE AGE

REVOLUTIONA

04

NT

ARY

As an entrepreneur, is your business growing but feeling unfocused and adrift? Perhaps you’re a marketing professional and your boss is asking you to accomplish everything, making it impossible to accomplish anything? Is your existing plan to reach your most desired audience inefficient and/or ineffective? Do you feel you’re not taking advantage of all the modern tools and techniques to reach new customers and keep existing ones loyal?

Don’t worry, you’re not alone. It’s not your fault, but you know the situation can be better. You have the vision to create a marketing Revolution within your business. Become a change agent. An Enemy of the Status Quo. And, from here forward, a Revolutionary.

The Revolutionary’s Guide to Creating a Modern Marketing Business was developed just for you. It was designed to introduce you to what we call the "secret weapons" that will assist your business in becoming a modern marketing tour-deforce. Our method uses the three vital pillars of an actual Revolution:

The Movement The Momentum The Milestones This guide is the first step in understanding how to reach your customers more efficiently. Help you design a business strategy that will create excitement, engagement, and loyalty from your most desired target customers. So, if you’re struggling with building your business and effectively reaching your audience, then read on. Once you discover our strategies and tools— what we call Revolution by Design™—you’ll learn what it takes to start the Revolution and transform your business. You’ll have everything you need to rise above the status quo.

Christopher Dwight President & Founder Enemy of the Status Quo

05

What's inside ...

06

1. Believe It or Not…You're the Enemy 2. Basics of a Revolution…How to Make Change Happen 3. Birth of the Movement…Building the Brand Platform 4. Creating the Momentum…Taking the Brand to Market 5. Reaching the Milestones…Measuring the Progress 6. Are You Ready?...The Modern Marketing Revolution 7. Your Arsenal of Success…Enemy of the Status Quo

07

1. Believe it or not ... You're the Enemy

While it’s easier than ever to start a business, it’s harder than ever to be a successful modern marketing organization. Why? Because both the marketing environment and customer relationships have changed immensely. Today, it’s about being proactive vs. reactive. There must be engaging dialogue vs. monologue. The interaction is collaborative vs. static. It’s about experiences vs. transactions. And, it’s a 24/7 connection vs. business hours. Always on.

The Revolution is happening.

Are you ready to lead?

08

You likely know all of this because you are a talented innovator. You want to keep up with what’s new and most effective. That’s what makes you the enemy...of the status quo. But is your business prepared? Do you have the tools? Are you ready for success?

To reach that next level, we have created Revolution by Design™, a three-step program that will help you make an effective transformation into a modern marketing business. We ensure your brand, marketing strategy, and business intelligence are ready to lead the change.

We’ll show you how a passionate brand can drive the Revolution. How marketing must effectively and efficiently deliver that brand to your prospects, customers, and—as importantly--your team. And how intelligence will guide the necessary changes that will ensure the right adjustments for future success.

Finally, don't believe it's only for B2C companies. B2B demands have changed as well. Your prospects and partners have many more choices too.

“Businesses truly succeed when they shatter the status quo... they understand it's the opportunity to genuinely stand out."

09

2. The basics of a Revolution ... How to make change happen

“Either you’re a change agent, or you’re going to become a casualty of change.

One cannot survive over the long-term by embracing the status quo.”

10

The first and most difficult step to setting a Revolution in motion is realizing that the current situation—the status quo—isn’t working. That’s where you come in. You aren’t afraid to take a risk and do what it takes to make a change. A positive change. The fact that you’re a visionary has gotten you to where you are today.

But the ground rules of being a change agent—a Revolutionary—aren’t written in the entrepreneur’s handbook or your company HR guidelines.

That’s where we come in. We can help. We believe a Revolution can happen within your business. While we know there are a multitude of steps to inciting a true change in your business, our Revolution by Design™ approach focuses on the most basic principles of a Revolution. These are the three overarching themes that can be easily applied to helping your business rise above the status quo:

The Movement Realizing there’s a need for transformational change, choosing to become a leader or change agent for that need, then crafting the long-term vision for the outcome. Or, from a business perspective, your brand.

The Momentum Becoming the beacon or voice for the Movement, crafting the message, finding the right target audience, and the most effective delivery systems.

Better known as your marketing strategy.

The Milestones Developing the measurements to ensure the Momentum is effective in meeting the Movement’s objectives and reaching the target audience. Also known as the business intelligence function.

There may be many things that conspire to hold you back. Obstacles such as those that are clinging to the status quo. But, you will be the Revolutionary behind the movement for positive change. We’ll give you the weapons to carry out your mission, and take your business to the next level.

Let’s take a look at how over the next three sections.

11

3. Birth of the Movement ... Building the Brand Platform

“As a Revolutionary, you don't like to fail.

So you're always seeking the secret weapons of success.�

12

Most Revolutions in modern marketing organizations are initiated by a burning desire of an individual or small group that have an appetite for change. Given you’re reading this, you’ve discovered the need for a transformation and have decided to become the voice of that change. Your next step is to assure others that you can lead the charge. That you can create a Movement.

Your Movement must begin by building a strong, relatable brand. A brand that permeates everything your company does. A promise that must be fulfilled every single day, in every single interaction with prospects, customers, and the people in your business. It must highlight your business’ passion. Your brand is vital for making everything you do…special.

Your Revolution becomes our cause through our brand building secret weapon, ESQ Brand Revolution™. Our training helps you determine your company’s core promise. That core promise is the foundation, guiding what sets your brand apart from competitors along with the unique value that will make you an integral part of their product or service needs. Next, you'll set the brand platform that tells a cohesive story about your business through four key areas:

Attraction What makes your brand resonate with prospects, driving them to engage your business

Allegiance What are the most important factors in retaining customers and keeping them happy

Accomplices Who are the type of people that will represent your brand and what’s the culture

Affection What is the emotional driver and mutual passion uniting your brand with your audience We believe these are the vital areas that will lead the Movement. They are the basis for your business Revolution, and the first step to becoming a modern marketer. Getting people on board. Providing them a reason to stay enthusiastic once they buy-in. Finding more of the right people that will advocate for your Movement. And, why they should be passionate about it.

That's because YOU are!

We use your core promise and align with these four points to create our proprietary Brand Compass™. Our highest level of secret weaponry. It consolidates your brand story, and saves you time, effort, and money. No more losing sleep. Less stress. More time to lead the charge.

What happens if you don’t create or have your Movement on a solid foundation? Everything that comes after could possibly face challenges and fail. Or, even, worse you'll be stuck in the status quo.

13

4. Creating the Momentum ... Taking the brand to market

“The digital revolution has created unexpected complexities for businesses, marketers, and agencies.

They are forced to reinvent their brands, marketing strategies and business metrics to keep up with today's quick changing marketplace."

14

Once your Movement is underway, it’s time to build excitement for the cause and bring it to the people. This will broadcast the need for change, creating Momentum for your cohesive brand story—taking your brand’s Attraction, Allegiance, Accomplices, and Affection stories to the right audience.

This is where the modern marketing fight hits the proverbial battlefield. The crafting of the winning marketing strategy, where you take your Movement to the streets. It’s where your preparation meets the intense demands of finding the mutual passion between your brand and what your target audience most desires when, where, and how they want to engage with you. In modern marketing vernacular, it’s called the customer engagement strategy. It’s agile and 24/7. Always on.

Perhaps this is your biggest struggle. It is for so many business people nowadays. Today, the digital and social media revolution has changed everything. It’s definitely given some marketers heartburn, but it’s also the greatest connection opportunity we have ever seen. It’s revolutionized business and created highly-successful modern marketing organizations. We can help you get there with another Enemy of the Status Quo secret weapon, ESQ Marketing Revolution™. It’s the second weapon in our Revolution by Design™ approach, and there are five steps that create the Momentum for your Movement. Here’s how it works:

Investigate Discover where the best sales opportunities exist for your brand, product, or service through relevant industry intelligence and a painless research process

Identify Pinpoint the best audiences that are motivated to engage your brand, meaning you will thoroughly understand and connect with the perfect prospects— converting them quickly

Intrigue Design what makes your brand attractive by interconnecting the shared values of your brand with your most desired target audiences through relevant imagery and messaging to best fulfill their needs and passions

Interact Craft the modern marketing strategies and distribution methods that will get them excited about what makes your offering special, valuable, and the best choice for their needs

Inspire Create allegiance by providing your audiences the best post-purchase experience so they’ll come back to you again and again Delivering your brand story using the right marketing strategy—one that tells your story to the right people at the right place at the right time—will save you time, money, and your sanity. In addition, learning to use all the modern marketer’s digital and social tools will ensure you are reaching your audiences more effectively and efficiently than you believed possible.

5. Creating the Momentum ... Taking the brand to market

“Information becomes intelligence... when it drives successful strategies and improves the bottom line."

16

With the brand platform created by your Movement solidly in place and guiding your marketing strategies—creating Momentum with your target audiences—the next step is to determine if you’re not only reaching your target audience, but getting the results you’re looking for. It’s time to set Milestones, or the business intelligence, that determines how the change you desire should be measured and is performing. Milestones define what success looks like and are the culmination of two key elements:

Market Intelligence and Consumer Insights.

Modern marketers that understand both from a quantitative and qualitative perspective.

This BI strategy is what will act as the foundation for setting your Milestones of success. They have what are called Key Performance Indicators, or KPIs. The insights to reach these KPIs will come from analyzing information about the competition and your products combined with market and consumer trends. You’ll be surprised at how a little data can be turned into Big Data. It can transform your business strategies, helping to attract and keep your most passionate customers. And, when combined with a solid brand platform and story, it will take your business revolution to the next level.

As the third secret weapon in our Revolution by Design™ arsenal, ESQ BI Revolution™ is the secret weapon that will ensure your brand strategy and marketing plans are a resounding success for your customers. Using measurable KPI goals and milestones. BI Revolution™ helps you join the ranks of Big Data through an easy-to-use five step process:

Goals Set the goals and key performance indicators (KPIs) that are the Milestones of success

Information Based on the goals, determine the sources that are vital to understanding your target audiences

Insight Assess and analyze the data to uncover the key insights that excite your customers

Action Use the insight to craft the tactical plan that integrates with the overall marketing strategies

Reaction/Response Test results and gather research critical to making adjustment to the overall business strategy Many Fortune 500 companies use business intelligence to hone their brand and marketing messages. It’s what makes some of them modern marketing leaders. Today, it’s easier than ever for small- and medium-sized businesses to take advantage of the BI revolution.

17

6. Are you ready? ... The Modern Marketing Revolution After reading through this guide, hopefully you’re excited about creating or becoming a modern marketing organization. The Revolution has begun, and your customers are waiting for you to join.

So, take a look at where your organization is today. Really assess how your business is doing versus your top competition. Here are some questions to ask yourself: Is your brand platform powerful, relevant, and differentiated? Does it really tell your unique story and deliver on your promise? Is it focused on creating the foundation for the great experiences most important to your most desired target audiences? Is it designed to attract and intrigue your top prospects and keep your best customers engaged? Is it driving your business culture? Have you truly created a Movement?

Is your marketing strategy driven by your brand? Are you reaching your prospects and customers where they most want to engage your brand? Are you using the modern digital and social tools to reach your customers? Are they intrigued by the imagery, messages, and experiences you are delivering? Is the dialogue relevant and connecting with them so much they want to share with their network? Do you have Momentum?

Are you using your customer information to create the insights that will keep your brand relevant? Intelligence that will uncover new growth opportunities? Are your marketing efforts guided by your customer’s desires? How do you know? Do you have the Milestones for success in place?

These are the questions the most respected modern marketers are asking themselves, right now. We understand that time, resources, and budget can make your business revolution seem impossible. But Revolution by Design™ makes the impossible, possible. It’s time efficient, cost effective, and helps you hone in on the exact resources you need to move your business to next level. As we always say,

“Rise above the Status Quo.” You see the light. Don’t miss out on the Revolution while your competitors take advantage—and possibly even take your customers or clients.

So, take this first step and watch your business grow. We’d be honored to work with you.

18

“when one door closes, another opens...

Are you ready to open a new door?"

19

7. Your Arsenal of Success ... Enemy of the Status Quo

The big question is...

When can we take that next step to begin your Revolution?

20

Now that you see our arsenal of secret weapons, do you see how easy it is to get your business on track to be a modern marketing organization? How you can become the change agent? A Revolutionary. We will help you to start your Movement, build Momentum, and hit those Milestones.

That’s what Enemy of the Status Quo is. It was created to solve some of the biggest challenges that you—entrepreneurs and busy business professionals—face on a daily basis. Such as how to reach your customers with powerful messages that resonate.

Increase sales through proven, easy to use, and cost effective tools we call “secret weapons”. Our goal—the value we bring to you—is help you craft a strategic transformation of your business specifically designed to make your life easier, save time and resources, and boost your bottom line.

If you feel your business is ready for a transformation, and you’re ready to lead the charge, then we’ll provide you the essential resources for success. Whether you need one or all three of our secret weapons for your business revolution, there’s an effective solution using our Revolution by Design™ approach. Our training program delves deeply into the three main pillars covered in this guide:

The Movement ESQ Brand Revolution™ : Brand development, design, and implementation

The Momentum ESQ Marketing Revolution™: Consumer targeting, marketing & messaging strategies, and connections planning

The Milestones ESQ BI Revolution™: Business & competitive intelligence and predictive analysis Each of our secret weapons are designed to work together to help you navigate the challenges you face everyday, and transform your business into a well-honed modern marketing machine.

To learn more about our revolutionary approach, and receive a special offer, visit:

www.enemyofthestatusquo.com/ImReady Don’t miss out, it will be the best investment in your business that you’ll make this year.

21

“When you change how you look at things...

22

...the things you see will change�

23

www.enemyofthestatusquo.com myrevolution@enemyofthestatusquo.com +1 949.232.4629