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MARKETING TO THE USA!

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MARKETING TO THE USA! 6 WAYS TO BE A ROCKSTAR & DOMINATE ONLINE IN THE USA image source: http://bit.ly/1mevn5R Clubs Marketing-Communication & Audencia Abroad


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JASON McDONALD StringCan Interactive We build digital roadmaps that win! @stringcanagency @JasonMcDonaldIntl linkedin.com/company/stringcan-interactive fr.linkedin.com/in/jasondmcdonald/ stringcaninteractive.com stringcaninteractive.fr My Passion: Help companies access the US market successfully My Rock Star Talent: Connecting clients to their ideal audience online StringCan Mission: Making Complex Simple! #AudenciaSCI


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Headquarters Scottsdale, Arizona International Paris, France Think the Grand Canyon?


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MARKETING TO THE USA IS EASY! MULTIPLE BUYING INFLUENCERS, UNKNOWN VARIABLES AFFECTING SALES, BOTH OFFLINE AND ONLINE TRANSACTIONS, CONSTANTLY EVOLVING SEARCH CHANGES, PRODUCING CONTENT IN ENGLISH, SIGNIFICANT NOISE FROM COMPETITION, OVERWHELMED ONLINE AUDIENCE, UNIQUE CONTENT NEEDS BY SEGMENT, UNKNOWN FRENCH BRAND IN AMERICA, AND IT BECOMES VERY COMPLEX. WE SPECIALIZE IN MAKING THE COMPLEX SIMPLE! image source: https://flic.kr/p/dxaJg2


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WHY ARE WE HERE TODAY? image source: http://bit.ly/1ww2hlO


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WHO ARE YOUR FUTURE ADORING FANS? image source: http://bit.ly/1pDavGE


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THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc


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THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 318 Million Americans


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THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 318 Million Americans 74.8% Have Internet in the home


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THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 318 Million Americans 238 Million Americans 74.8% Have Internet in the home


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THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 318 Million Americans 238 Million Americans 74.8% Have Internet in the home of Americans 25+ have Smartphones 45.3%


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THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 318 Million Americans 238 Million Americans 74.8% Have Internet in the home of Americans 25+ have Smartphones 45.3% What is cyber- Monday?


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THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 318 Million Americans 238 Million Americans 74.8% Have Internet in the home of Americans 25+ have Smartphones 45.3% What is cyber- Monday? $2.2 Billion in 1 day


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THE AMERICAN MARKET Data: US Census Data 2012 image source: http://bit.ly/1qsFQvc 318 Million Americans 238 Million Americans 74.8% Have Internet in the home of Americans 25+ have Smartphones 45.3% What is cyber- Monday? $2.2 Billion in 1 day $262 Billion 2013


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THE AMERICAN MARKET image source; http://bit.ly/1qGNwwb


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THE AMERICAN MARKET image source; http://bit.ly/1qGNwwb


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THE AMERICAN MARKET image source; http://bit.ly/1qGNwwb


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A VERY DIVERSE MARKET image source: http://bit.ly/1qsFQvc US Population 318 million The number of people who play an instrument Number of people who play the guitar


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IS YOUR MARKET THIS GUY? image source: http://bit.ly/1qEtkLa


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OR THIS GUY? image source: http://bit.ly/1qsFQvc


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A VERY DIVERSE MARKET image source: http://bit.ly/1qsFQvc Number of people who play the electric guitars Number of professional electric guitars players


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MARKETING IN AMERICA image source: http://bit.ly/1nzoABQ


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ITS NOT ABOUT CONQUERING THE USA QUICKLY AND BECOMING ROCK STAR RICH image source: http://bit.ly/1jcG2JE


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OR ABOUT BEING ABLE TO SET IT & FORGET IT image source: https://flic.kr/p/5VngA2


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COMPLEX MADE SIMPLE IN SIX EASY(ISH) STEPS INTERNET MARKETING LIKE A ROCK STAR DON’T SCREAM AT YOUR AUDIENCE OWN YOUR ELVIS FLARE WATCH OUT THE HOT NEW THING FISH WHERE THE FISH ARE AT IF IT WORKS, KEEP PUSHING OUT ALBUMS 6 4 5 2 1 3


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image source: http://bit.ly/1qswHTe DON’T SCREAM AT YOUR AUDIENCE ARE YOU LISTENING? 1


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Deliver the RIGHT INFORMATION at the RIGHT TIME to the RIGHT PEOPLE! image source: https://flic.kr/p/dZdXNp


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image source: http://www.stockvault.net/photo/147804/school-test LET’S DO A QUICK TEST… HOW WELL DO YOU KNOW YOUR AUDIENCE?


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image source: https://flic.kr/p/7Lq7yf Q1 Do you know what specific STEPS they take to search for solutions? YES NO


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image source: https://flic.kr/p/8DjY5j Q2 Do you know what they use to SCORE options & what criteria are most important to decide? YES NO


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image source: https://flic.kr/p/ght8m7 Q3 Do you know what your clients expect to CHANGE once they hire you? YES NO


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If you’re like most of our clients, you probably answered YES to only 1 of 3 questions. image source: https://flic.kr/p/638wPy


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image source: https://flic.kr/p/bhyT8B TALK WITH CLIENTS & LEARN ABOUT THEIR NEEDS!


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Struggling to keep up with other companies who undercut them in price Wants to create high quality products that cut costs and also make them stand out Can’t afford to make a mistake because their products protect lives Uses Google to find companies and LinkedIn to engage with Peers Looking to learn from companies that have experience in his industry Danny| 32 | Married Sr. Design Engineer $100K income Washington D.C. THEN DEVELOP YOUR PERSONAS Familiarity With Your Industry Meet Danny image source: http://bit.ly/1mnoXS7


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image source: http://bit.ly/1rqaWUa KNOW YOUR ROCK TALENT ARE YOU POSITIONING YOURSELF TO STAND OUT? 2


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image source: https://flic.kr/p/82L7jr PEOPLE LOOK FOR AUTHORITY!


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image source: https://flic.kr/p/e3CC8F COMPLETE A S.W.O.T. WITH YOUR TEAM!


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image source: https://flic.kr/p/bX1Jqk FOCUS ON YOUR STRENGTHS TO STAND OUT! YOU DON’T HAVE TO BE GOOD AT EVERYTHING


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What Your Customer Wants What Your Competition Does Well What Your Company Does Well X ? Win Lose Be Careful Ignore ? ? X ?


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Our cards are made with recycled paper and are very creative OR When you care enough to send the very best! Winner: Loser:


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image source: http://bit.ly/To0SPQ WATCH OUT FOR THE HOT NEW THING ARE YOU MONITORING YOUR COMPETITION? 3


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If you are ignorant of both your enemy and yourself, then you are a fool and certain to be defeated in every battle. If you know yourself, but not your enemy, for every battle won, you will suffer a loss. If you know your enemy and yourself, you will win every battle... Sun Tzu The Art of War KNOW YOUR ENEMY! “ ” image source: http://www.davidbrim.com/sun-tzu-lessons-on-strategy/


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image source: https://flic.kr/p/56q2x2 BOTH DIRECT AND INDIRECT COMPETITORS Offering the same product or service now Offering similar products or services now Could offer the same or similar products or services in the future Could remove the need for a product or service


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MONITOR WHAT THEY ARE DOING…


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COULD TAKE A LOT OF TIME SO… HAVE GOOGLE DO THE WORK FOR YOU!


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AND USE SOCIAL MONITORING TOOLS AS WELL!


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image source: https://flic.kr/p/5wA41m FISH WHERE THE FISH ARE AT ARE YOU ENGAGING WITH YOUR AUDIENCE WHERE THEY ARE? 4


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THE WEB IS A HUGE SHINY OBJECT. CONSTANTLY EVOLVING!


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OFTEN CAN FEEL OVERWHELMING


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image source: https://www.facebook.com/business/power-of-advertising TONS OF RESEARCH AVAILABLE


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image source: http://goo.gl/glSwWZ WITH STATS TO HELP YOU MAKE SMART & FOCUSED DECISIONS!


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DON’T WRITE YOUR SONGS IN GOOGLE TANSLATE image source: http://bit.ly/1ru0taf 5 HE TRIED TO TRANSLATE HIS LAST NAME – IN RUSSIAN.”


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DON’T WRITE YOUR SONGS IN GOOGLE TANSLATE image source: http://bit.ly/1ru0taf 5 HE TRIED TO TRANSLATE HIS LAST NAME – IN RUSSIAN. IT SAYS “NO TRANSLATION”


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TRANSLATION CONSULTING image source: http://bit.ly/1ru0taf Finger Licking Good In China – We’ll eat your fingers off Turn it lose Spanish - Suffer from diarrhea Belgium - Every car has a high quality body Every car has a high quality corpse


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IF IT WORKS, TWEAK IT KEEP PUSHING OUT ALBUMS ARE YOU MEASURING & MONITORING RESULTS & THEN ADJUSTING? image source: http://bit.ly/1lLrNRG http://bit.ly/1m5rlrK http://bit.ly/1m5rlrK http://bit.ly/To5G7P http://bit.ly/1ipRl6s 6 FUN FACT – THEY HAVE HAD 8 ALBUMS SINCE 2000


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DISCOVER HIDDEN WINS


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CONTENT IS KING, QUEEN & THE WHOLE CASTLE image source: http://bit.ly/1miKXxx


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ANALYZE TRENDS & FIND OPPORTUNITY


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image source: https://flic.kr/p/7vBoW6 TEST TEST TEST MORE


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1 Persona for Purpose for Keyword Phrase for Page that provides Solution


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YES, VISUAL CONTENT IS AWESOME!!! So sweet, holding hands! & Is it really that fun working? Avoid super lame stock photography image source: http://pixabay.com


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STREAMLINE DATA OVERLOAD. FOCUS ON ROI!


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DOMINATE ONLINE LIKE A ROCK STAR WITH 6 SIMPLE TIPS Listen to your customers: Ask your current & prospective clients questions Own a position to stand out: Focus on strengths that solve your clients needs Monitor your competition: Put tools in place to see what they are up to &how to get ahead Fish where the fish are at: Engage with your audience where they are already at Ensure you have proper English translation: Use a strong language consultant not just a translator Measure & monitor results: Leverage your data to constantly optimize your approach


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Merci Audencia Abroad for hosting StringCan


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Q&A THANK YOU!


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