Business owners and marketers who struggle to understand marketing but do understand football - listen up.
Zonal Marketing is a new marketing mix model that takes the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
If you already know your Arsenal from your elbow but you'd like to hear how tiki-taka tactics could help you tackle those tricky marketing metrics, this is for you.
Presented by Simon Vincent from X-CMO.
You can find out more about X-CMO and Zonal Marketing at X-CMO.com
How to spot marketing opportunities - Zonal Marketing Episode 16
Zonal Marketing is a model specifically designed for challenger brands. Using a football analogy, I help ambitious start-up and scale-up founders just like you to organise your channels, content and targeting to maximum effect.
In this episode I outline how to dentify your company’s target customers. I do so by revealing how your company’s custodians are as important as actual customers. Think of it like a football club organising pre-season tours to far-flung places, despite many of those fans never actually being able to go to the ground.
Catch-up with previous episodes of Zonal Marketing at https://rb.gy/0ptalq
To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.
23 Apr 2022
How to Create a Brand Identity - Zonal Marketing Episode 15
In this episode I outline how to identify your company’s target customers. I do so by revealing how your company’s custodians are as important as actual customers. Think of it like a football club organising pre-season tours to far-flung places, despite many of those fans never actually being able to go to the ground.
Zonal Marketing is a model specifically designed for challenger brands. Using a football analogy, I help ambitious start-up and scale-up founders just like you to organise your channels, content and targeting to maximum effect.
To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.
8 Apr 2022
How to Identify Your Target Customers - Zonal Marketing Episode 14
In this episode I outline how to identify your company’s target customers. I do so by revealing how your company’s custodians are as important as actual customers. Think of it like a football club organising pre-season tours to far-flung places, despite many of those fans never actually being able to go to the ground.
Catch-up with previous episodes of Zonal Marketing at https://rb.gy/0ptalq
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Zonal Marketing is a model specifically designed for challenger brands. Using a football analogy, I help ambitious start-up and scale-up founders just like you to organise your channels, content and targeting to maximum effect.
To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.
25 Mar 2022
How to Develop Brand Positioning - Zonal Marketing - Episode 13
Zonal Marketing is a model specifically designed for challenger brands. Using a football analogy, I help ambitious start-up and scale-up founders just like you to organise your channels, content and targeting to maximum effect.
In this article I outline how to position your brand within the market. This is a combination of looking at your competitors and your customer’s ‘alternatives’. Think of it like a football manager coming into a new job and identifying not only his team’s direct rivals, but also learning from successful clubs elsewhere.
Catch-up with previous episodes of Zonal Marketing at https://rb.gy/0ptalq
To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.
18 Mar 2022
How to build customer loyalty and advocacy | Zonal Marketing | Episode 12 | Catenaccio Tactics
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video I talk about how to build a marketing mix around establishing customer loyalty and advocacy, taking hints from Antonio Conte’s catenaccio-influenced style of play. Warning: if you don’t know your Arsenal from your elbow, this might not be for you.
A bit lost? Catch-up with previous episodes of Zonal Marketing at https://rb.gy/0ptalq
Want to work with me? Find out how to do so at x-cmo.com
11 Mar 2022
How to Sell… Fast | Zonal Marketing | Episode 11 | Gegenpressing Tactics
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video I talk about how to build a marketing mix around a product that is in low supply - perhaps because it’s personalised, extremely niche or the company is very small. I’ll explain how to structure your marketing efforts to create a brand that customers lust after and a company that they will buy from no matter the product. Warning: if you don’t know your Arsenal from your elbow, this might not be for you.
A bit lost? Catch-up with previous episodes of Zonal Marketing at https://rb.gy/0ptalq
Want to work with me? Find out how to do so at x-cmo.com
5 Mar 2022
How to Disrupt Your Market | Zonal Marketing | Episode 10 | Counter Attacking Tactics
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video I talk about how to disrupt the market, building brand awareness and establishing a core of die-hard 'custodians'. By way of analogy, I look at Jose Mourinho's Counter-Attacking approach while at Real Madrid.
Catch-up with previous episodes of Zonal Marketing at https://rb.gy/0ptalq (https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbVUxTEZIeEV2VDNrZTdPUW81aFN6c1JweUo1d3xBQ3Jtc0tsR3U5SnoxeVkxWm9HUzh5N0xRT3JjdDdNREhqV0hPMy10VERqY2VFV1o3SGNoeV9yWnp1bkVjNVFKaXFVcXF2VUFXZmVZX2p4SlptTDkyRS1VUDViVWZWN3lkRG5STWdxUTBtTDlhaVZ5S0lSRlhnOA&q=https%3A%2F%2Frb.gy%2F0ptalq)
To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.
26 Feb 2022
How to sell a high-consideration product | Zonal Marketing | Episode 9 | Tiki Taka Tactics
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video I talk about how to build a marketing mix around selling a high consideration (typically high-cost) product. I’ll explain how to structure your marketing efforts to build trust and sell more.
Catch-up with previous episodes of Zonal Marketing at https://rb.gy/0ptalq (https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbVUxTEZIeEV2VDNrZTdPUW81aFN6c1JweUo1d3xBQ3Jtc0tsR3U5SnoxeVkxWm9HUzh5N0xRT3JjdDdNREhqV0hPMy10VERqY2VFV1o3SGNoeV9yWnp1bkVjNVFKaXFVcXF2VUFXZmVZX2p4SlptTDkyRS1VUDViVWZWN3lkRG5STWdxUTBtTDlhaVZ5S0lSRlhnOA&q=https%3A%2F%2Frb.gy%2F0ptalq)
To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.
21 Feb 2022
How to identify the right marketing tactics for your business | Zonal Marketing | Episode 8
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video I start by asking you, “What’s your problem?” I do so not to be rude but because I find this to be the single most illuminating question in all marketing and, here, I explain why. Warning: if you don’t know your Arsenal from your elbow, this might not be for you.
Catch-up with previous episodes of Zonal Marketing at https://rb.gy/0ptalq
To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.
11 Feb 2022
How to create a marketing mix
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this essay I use an example client to show how you can take all the elements we’ve discussed in previous essays and bring them together in an effective, balanced Zonal Marketing formation. Warning: if you don’t know your Arsenal from your elbow, this might not be for you.
A bit lost? Catch up with previous episodes of Zonal Marketing by going through these podcasts chronologically.
Want to work with me? Find out how to do so at x-cmo.com
28 Jan 2022
How to Create Effective Marketing Content - Part 2 | Zonal Marketing | Episode 6
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video I talk about how to create the best content for whatever purpose your company needs. Warning: if you don’t know your Arsenal from your elbow, this might not be for you.
A bit lost? Catch up with previous episodes of Zonal Marketing by going through these podcasts chronologically.
Want to work with me? Find out how to do so at x-cmo.com
29 Dec 2021
How to Create Effective Marketing Content - Part 1 | Zonal Marketing | Episode 5
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video I talk about how to create the best content for whatever purpose your company needs. Warning: if you don’t know your Arsenal from your elbow, this might not be for you.
A bit lost? Catch up with previous episodes of Zonal Marketing by going through these podcasts chronologically.
Want to work with me? Find out how to do so at x-cmo.com
17 Dec 2021
How to Target Your Marketing Efforts | Zonal Marketing | Episode 4
Zonal Marketing is a new marketing mix model that takes the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video, I discuss how far to cast your net; from mass marketing to hyper-personalisation. It's a bit like when a football manager chooses how wide to play his wingers or how many players to have down the spine of his team. Warning: if you don’t know your Arsenal from your elbow, this might not be for you.
A bit lost? Catch-up with previous episodes of Zonal Marketing by going through podcasts chronologically.
Want to work with me? Find out how to do so at x-cmo.com
6 Dec 2021
How to Choose Your Marketing Channels | Zonal Marketing | Episode 3
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind. In this video I talk about how to select and separate out your marketing channels. Think of it like choosing which strikers, midfielders, defenders and goalkeepers you need! Warning: if you don’t know your Arsenal from your elbow, this might not be for you. Chat to me on Twitter @ZonalMKTG
26 Nov 2021
Space & Possession, Attacking & Defending, The Opposition | Zonal Marketing | Episode 2
Zonal Marketing is a new marketing mix model that uses the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
In this video I look at the basics and explain why Space and Possession are the two fundamentals of both marketing and football.
Warning: if you don’t know your Arsenal from your elbow, this might not be for you.
Chat to me on Twitter @ZonalMKTG
23 Nov 2021
What is Zonal Marketing? Introducing a new model for your marketing mix.
Business owners and marketers who struggle to understand marketing but do understand football - listen up. Zonal Marketing is a new marketing mix model that takes the principles of football tactics to help explain how to grow companies, make more sales and build movements that people want to get behind.
Need to know what marketing channels to choose?
Keen to find out who to target your marketing?
Want to discover how to make effective marketing content, no matter what your aim?
Zonal Marketing will explain how to drive more sales, develop trust, build brand awareness and engender loyalty and advocacy amongst your terget customers by explaining all of the above through the lens of football management. Warning: if you don’t know your Arsenal from your elbow, this might not be for you. But if you would like to discover how tiki-taka tactics can help you tackle those tricky marketing metrics, this is the model for you.
Presenter, Simon Vincent is the Pep Guardiola of Marketing, a Tactician with experience working with brands like Audi, Lenovo, Lavazza, Mastercard and Pfizer. He is available for client work, public speaking and workshops. Contact him at x-cmo.com.
13 Jan 2021
3 | How to Identify Your Competitors (Adversaries)
In this episode, X-CMO Founder Simon Vincent helps start-ups and underdog companies to understand how to define and refine their competitors (or 'Adversaries' in his words).
This piece is part of a series of essays that will be posted each week so check back regularly. If you know anyone who would benefit from seeing these vlogs, please share the content and if you, yourself are getting something from them, please subscribe or follow.
MORE:
- Web (https://www.x-cmo.com/)
- YouTube (https://www.youtube.com/channel/UCZj8xqhJcyIwCADl9HVGDqA/featured)
- Instagram (https://www.instagram.com/thexcmo/)
7 Jan 2021
2 | How (and Why) to Build a Marketing Strategy
In this episode, X-CMO Founder Simon Vincent introduces marketing strategy, explaining why start-ups and underdog brands are in particular need of it, the consequences of not having one and what the building blocks of marketing strategy are.
This piece is part of a series of essays that will be posted regularly so make sure you subscribe to know when another one drops. And if you know anyone who would benefit from seeing this content, please share so we can see more ambitious people and audacious ideas reach the audiences they deserve.
Find out more about X-CMO at x-cmo.com
5 Jan 2021
1 | Introduction to Formation Theory
In this episode, X-CMO Founder Simon Vincent introduces Formation Theory - the marketing model he designed especially to help start-ups and underdog companies to create campaigns that compete with the 'name brands' in their industry.
This piece is part of a series of essays that will be posted each week so check back regularly. If you know anyone who would benefit from seeing these vlogs, please share the content and if you, yourself are getting something from them, please subscribe or follow.
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