session introduction tara louisa allen kirkwood community college marketing track ai in marketing

right. Good morning, everyone. I'm Gail Masberg, and I'm the serious marketing manager. It's my pleasure to be here this morning. This is the marketing track room. So if you plan on staying with the marketing and sales folks, you'll be in this room a lot. We will deviate to the main room for a facilitated discussion. Otherwise we'll hold it down here with marketing and sales. I do anticipate we'll have people filing in. So when you can scoot together, scoot together. We've got some open seats up front, so I think we're okay right now. But if we feel like it's getting crowded, I will ask you to scooch in. All right, let's get started with our first presenter. It's my pleasure to introduce Tara Louisa Allen, Director of the Marketing Management Program at Kirkwood Community College and a consultant focused on practical, human-centered applications of AI in business. Tara brings a strong combination of academic leadership and real-world experience, helping organizations translate complex AI concepts into clear, actionable strategies.

audience engagement i celebrate me inga rose celebration personal storytelling

Her work focuses on using AI to strengthen customer understanding, refine messaging, and support more competent marketing and sales decisions without requiring technical expertise. That's why I'm here. In today's session, she will share practical frameworks and real-world examples to help you use AI as a strategic thinking partner so you can cut through the noise, improve focus, and drive meaningful results. Please join me in welcoming Tara Luisa Allen. Thank you, Gail. First off, I have some cards here because we are going to need them if you want to pass them to your neighbors. I have my business cards. You can contact me. I would love to have coffee with you. I will drive anywhere in the States. Do so. And then I have some pens. They are all different colors and they have different sayings on them. So I love a good positivity quote. I just want to ask a question really quick from the keynote speaker. The three songs that he played, does anybody know the name of the first one?

queen herbie nebraska artist fierce framework audience interaction concert tour

Anybody? I was so excited when he played it because it's one of my new favorite songs. It's called I Celebrate Me by Inga Rose. Celebrate Me. I just first heard it by celebrating things to come with my best friend. I go multiple places and we celebrate things sometimes in the moment, but we celebrate things six months to come. So I'm like, what do you want to be celebrated in the next six months? What do I want to be celebrated for? And then my friend introduced me to that song. And so I was like, no way, I actually know this AI song. But speaking of songs, I mentioned that because I want to ask if anybody knows this artist. And she is a real person from Nebraska. Her real name's Amy, but does anybody know her? Queen Herbie, OK. Does anybody else do that? I usually have one or two. She's on tour right now. Did you know that? I did. OK, yeah. She's on tour. I'll be at the Nashville one if you want to meet up. So she's fierce.

smart prompting imagine keyword who what when where why ai prompts chatgpt

I have a fierce framework. But I want to kind of invite you to take your pens and to take notes for this one. I like to do what I call SMART prompting. So you know SMART goals. Smart prompting is just very simple. Using the word imagine is kind of my magic word. A lot of TED Talks that you hear, they're going to start out with imagine. And it's unlocking the brain of all the people listening. Imagine I'm at a grocery store. I'm walking through the produce section. Immediately, your brain goes there. And so that word imagine gets the best output whenever you're putting it into ChatGPT or Midjourney or whatever you're doing, finding a script. And then I ask the question, who, what, when, where, why? So that's my smart prompt. I have this fierce one just because it reminded me of Queen Herbie, but that's just a fun thing. So imagine you are blank. You need what? Where? Is this a global thing? Is it regional? Is it statewide?

customer personas marketing strategist business analyst ai credentials research validation

When do you need it and why? And anything you can possibly imagine, you can put that context into the prompt. And so the prompt is where you're critically thinking, your team is critically thinking, and that context is the best output. But starting with imagine who, what, when, where, why is the framework. I can put that into mid journey, I put it into ChatGPT, I could put it into anything, and then cross use multiple things. So I just wanted to start with that, keeping it very simple is my thing. smart prompting, smart prompting, smart goals, have them, have them match. So I'll keep getting into it. AI for business for I use AI. Imagine you're a blank company, you're a marketing strategist, you're a business analyst, you have a doctorate in this. I have a I have tons of doctorates and then it'll just go to school in 60 seconds, have all those, have all that knowledge and then build me some customer personas based on this.

content creation video production screenplay photography co-creation

Who are my, have it do some research. And then I always ask it to cite that so then I can go and cross-reference that. And then I can go and put that into maybe a research rabbit or GeniAI or something like that, get more articles to be valid. Content creation, we saw this morning music. So that's really fun. But also video, I can have it imagine you are screenplayed, whatever, right? You are 50 years in the business, you have all this experience, where globally? That's another important thing, and then create a movie using this. you know, wide range. You know, if you have photography knowledge, then you have a little bit more. But you can have it imagine that you're this famous photographer and know all that knowledge. So if you don't know the knowledge, then you can imagine you have this knowledge and then smart prompt it. If I don't have the knowledge, have AI imagine it has the knowledge and then whatever knowledge I have and then I add on to it.

customer personas demographics social media platforms content segmentation email marketing

And I often ask it to co-create with me. e-mail marketing for better output. If I know my customer personas, and this is really critical because, or they call them avatars or things like that. A customer persona is kind of this, you have maybe a name, you know, marketing Molly, whatever, she's 35 years old, has this many kids, your demographics makes this much. But I also want to know what platforms they're hanging out on, what social media platforms. specifically are they hanging out on so that I can segment them, create the content according to that customer persona? I like to ask it for three. I did put a handout in this talk so that you can kind of see as we go along, and I'll reference it later. But for the content creations, this kind of builds on top of each other. I know my personas, I know what content to create, now form those emails according to those segments.

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and I can ask it for those A/B tests, then what kind of social media strategy do I need according to this persona who's hanging out on Pinterest or this one on Twitch or this one over here so that I can be a little bit more strategic in that. Next slide I'm going to go into is the SEO, GEO, AIO to help. your website messaging, and then competitor analysis. And this is where it's probably my favorite is the competitor analysis. I'll ask it for a SWOT analysis or a PESTL or whatever. and then find my 3 greatest competitors where, so that who, what, when, where, why, so being very specific to those competitors, then getting a SWOT analysis on my competitors, and then I can pull out what strategy I'm trying to do. Maybe I want to look at their weaknesses. and then kind of capitalize on that. Maybe I want to look at their strengths, get better where I am. Maybe I want to look at the opportunities, and then I can kind of see, oh, I didn't even see that opportunities coming through on my end.

seo geo aio search optimization ai responses

Maybe it's something future coming if I have a greater kind of competitors that's more farther along. So really taking this smart prompt first, imagine You're doing this. Who, what, when, where, why. Then create me some customer personas. We'll get into it. This is kind of-- we'll get into it a little bit more. Yeah. OK. So what's the difference with SEO, GEO, and AIO? I often teach my students search engine optimization. I can use AI to help write my websites. help it with this GEO for the AI generate, how do I get my website content or my social media content in those AI generated responses? Because I will sit there and I'll say real time in class, What does it mean to dream about black cats or something like that? And I get all these Instagram posts.

ras reticular activating system jim kwik brain filtering pattern recognition

And so knowing that I really need to help-- I can use AI to help my Instagram posts so that I can get in AI-generated responses so that I can get more known, then the AI ecosystem is going to see me. So how do I be visible and how do I have that validity and be understood? That's kind of the competition right now is kind of the competition for the space online and then the competition for people's brains. I want to go into-- you might want to write this down. It's RAS, and it stands for reticular activating system. And the reticular activating system in the brain kind of acts like this. Jim Kwik is one of the people who tells this story. So I'm going to give a shout out to Jim Kwik, if you don't know him. And it's spelled K-W-I-K, if you want to look him up.

pattern recognition cognitive filtering coincidence brain validation environmental patterns

He talks about the RAS in-- OK, I kind of change it a little bit. But if somebody comes up to me and says, hey, my sister's birthday is next week. I don't have a gift for her, but I'm looking for a pug puppy. She loves pugs. And do you know anybody selling them? And I say, no, but I'll look around. Not meaning to look around. It's just like the Iowa nice thing to say. Yeah, I'll look around, but I don't care about your sister. I don't even know her name. Like that's the thing. But now, because I've heard that, it's now in my RAS. And so I'm going to use this example with the marketing funnel in a moment. I go around my day, I forget about the whole thing. I go home, I'm driving, I look out at the stoplight to the car next to me, and they have a pug, like a lady has a pug in their lap. And I'm like, that's so crazy. And then I go. It's late. I forgot dinner. I go to Hy-Vee or whatever, and then there's flowers and things as you walk in, and there's a birthday card with a birthday hat on.

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And I'm like, that's so crazy, a pug birthday. Like, that's exactly-- and then I start thinking about the sister. I start thinking about the conversation. Then I get my sushi or whatever, and I go home, and I see somebody like, walking three pug dogs. And I'm like, this is a coincidence. This is wild. And I tell the story to all my friends or something like that. That's how the reticular activating system works. It's looking for patterns in the environment to validate your reality. And then we call it coincidence. So AI is really important for marketing because we have the hyper personalization going on. I personally love it. I'm kind of a shoe person, and I don't get a lot of ads. I haven't watched television since I was 14. I do not own a television. I do not listen to the radio. I'm on those lists of do not solicitate to me, so I barely get mail. I maybe get one thing in the mail.

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I have a thing on my door that says, don't come on my porch. That's maybe a little TMI. But when I get an ad, I love it so much. And it's very rare because I'm that person that goes through like, this is offensive. I don't like this. Don't show me anything like this ever again. And I take the time to do that. So on my feed, I only have what I like because I'm protecting my RAS. Anything that you see or hear will be stored in your brain. And so I like to choose what's going to as much as I can, because as long as I drive out here, tons of things are coming to my RAS. And marketers know that. And that's why you need that thing to stand out among everybody who's bombarded with something going on in their particular activating system. So how do I reach those people who are looking for patterns to bring it to my product or my service? So you can ask AI, imagine you are a brain expert.

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specifically in research in the RAS. You are marketing this product or service. How would you, what are my personas? How would you connect this to my persona? Something like that. And that's the beauty of the Imagine conversion rates. with AI supported marketing because now you can be very specific and could be research based and you could get that data I can also pull all of my reports from online my um my Google console I can grab my YouTube data analytics over time I could put it export it into an Excel spreadsheet and I can upload it to AI and ask it to read it for me first I could say imagine what do you want and then provide that have very specific personalized content, which is going to now increase my conversion rates. And yeah, so it says here 78% of organizations are using AI, but really it depends on where you are.

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I've seen up to 95%. So I think that's just on almost daily increasing. There's just about 5% that I just saw in a workforce survey that are kind of like on the fence of they're kind of scared about it because of privacy, which they should, as they should. And then in our field for marketing, it's like a daily use. We kind of had to be on the forefront of using it. Faster content creation. This is making content creators so upset, so there's this upset in it, but also I kind of had this term about three years ago when I moved here from Nashville was, can you keep up? And I wrote this piece, I hand wrote it, I didn't use AI, but I wrote this piece on, and it was called Can You Keep Up? And it had nothing to do with AI. It was just kind of this, I felt something was going to be fast and it just keeps getting faster. So that's why I'm like, you know what? I don't need to go fast like that because I'm human.

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I need to keep it simple. And that's where I'm like, OK, smart prompting, I'm getting the best output. I don't need to go in the weeds of being like, well, this prompted this, and this prompted this, and this prompt. OK, well, I'm going to use my critical thinking skills and my imagination, which is amazing, my creativity, and I'm going to-- but maybe those gaps that I have in knowledge, because I know marketing, I definitely know ethics, I went to school for ethics. But those other things, the brain, neurological, we talked about surgery this morning, but I can ask AI to go to school for me and then get the output that I need. So for AI marketing, the KPIs here, time saved, increased productivity, increased revenue, awareness, clarity, and efficiency. And so time is super important to me to where it used to take me about a year to write a course for marketing.

kpis time saved productivity revenue growth efficiency

And then AI, it took me like two weeks of like energy drinks and whatnot. And then now it's, well, I think last year it took about two days by using AI. And then now I can do it in about two hours. So that's how fast it's gotten for me in just three years, something from a year to two weeks to two days to two hours. And that's made me be able to go do really fun things. So I do my task, and then I just go have fun and live life and connect. And I think that's what's important, too, to have less stress. But research is evolving patterns, R-I-S, Businesses are seeing these increases, and we're the ones that need to have that knowledge and output in order to help these businesses have those increases. So in a handout, which I will, I think, reference here in a moment, I'll reference here.

prompt templates marketing strategist personas target market positioning

These are my two favorite colors, so I put-- I'm sorry, but sorry, not sorry, but I put them here. So here's kind of your who, what, when, where, why, but I have here some prompts that you can use. Imagine you're a senior marketing strategist with over 45 years of experience in branding, digital marketing, web design, video strategy, and business growth. Now, this is just kind of little snippets, but I would probably add a lot more things to this. I'd probably spend about 45 minutes prompting this, but this is just an example for your handouts, but just so you can have your agency with you. And then here's all the things, your personas, create three detailed including demographics, motivations, there's my hyper personalization, my target market, my positioning, my marketing mix, my four P's of product, place, promotion, and price.

swot analysis pestel five forces competitor analysis content calendar

My SWOT analysis, you can ask for a PESTEL or five forces. You can get all three. Identify my competitors, a description of each competitor, and then a SWOT analysis on each competitor so that now I can make a strategic move. I can bring that to a meeting and we can prompt together there. a content strategy, a 30 day content calendar. And I chose 30 day here just because in Meta you have that 30 day window. And so once a month you can go in and do and put in all your social media posts and things like that. But I always encourage people to have about a year, put in a year and then every quarter look at it, see the results, put that into AI, see what needs to be maybe changed and tweaked. Some social media ideas, video content ideas, and I love that. I've used this.

case study kirkwood community college eagle mascot video content tiktok

This is kind of a funny story, but I had a work study that was working at Kirkwood Community College with me, and our mascot is an eagle. And I love eagles for multiple reasons. I'm Native American, and I have Eagle Eye Vision Consulting. So eagles are kind of my thing. And we asked AI for ideas. I had about two days to do some filming. And we wanted short, less than 10 second videos so that we can cut them. We did over 300 videos in about two hours in two days. So four hours total, over 300 videos. We had the mascot. I was the mascot. And we just went around campus, but we used AI for the content. And some of the silly things, because our target audience was 18 to 25-year-olds, and we increased our social media page from 60 followers to in the hundreds just by using AI with my work study. And I think one of the things was taking a video of me copying my wing in the photocopier.

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And I tripped down the steps. That was one of the things. We made a scary series, like a murder series. I had a student dressed up, and we had this really creepy thing over Halloween, and everybody loved it. So it hit a lot of views. That was our most hit on TikTok and things like that. That was about two and a half years ago when we filmed those, and I still have content, probably years of content, because the mascot's not changing, and the campus isn't changing. So I have this evergreen, always usable content, and then I've pieced it together. Like I did a post for Thanksgiving of Sammy the Eagle working out. I was like, getting ready for turkey dinner, blah, blah, blah, and it was really funny, and we used the Rocky song or whatever, and that was our idea. But we used AI for the content ideas, and then we used our ideas to grow, and then provide 5 actionable marketing strategies that they would want to implement immediately.

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Because it's good to have the output, but what's the implementation plan? I can also continue a prompt and be like, imagine you have this employee, this employee, this employee, this employee. And I can put my whole team in there. Not don't put their names, but maybe put the team, what they have. What are some gaps? But who can I delegate what to? This is their strengths. Who would be the best person? Because it might not be that person in the role. So that's another thing. It can help with delegation with people that you may not have thought would have that skill. My ideal customer analysis, I want to be a consumer psychologist. So you can actually take all of these and just put it in one prompt. But I kind of wanted to get a point. 30 years experiencing and studying buying behavior. What are the frustrations? I kind of wanted to add on to this. If you already have a business that already has this brand, then you probably have some Google reviews, negative and positive.

competitive intelligence gap analysis geographic specificity prompt accuracy location context

So what I like to do, which is like simple data in my customer journey analysis, is copying all the reviews that are positive. Let's just say four or five stars, putting it into AI. What are the trends? What are we doing right? Because employees need to know what we're doing right. They need some praise. They already know all of the things. We're all stressed. We're stressed every day. Then take my maybe middle three stars, and then my two and my ones, finding the problems. What do we need to work on? And then I have my next meeting or whatever, and I can work on that quarter. All right. Competitor analysis. Imagine you're a competitive intelligence analyst. And I would say like here, 60 years of experience, I live here, I have New York City, whatever, right? Whatever you can imagine. And what are the gaps? And I say that word, imagine, but if you have a very a specific target that you know, then you imagine and you put that target because it might not be, you see what I'm saying?

experiential learning real clients needs analysis content calendar hands-on education

You could mess up your prompt by saying New York City. You see what I mean? That won't work in Iowa. All right. A 12-month content calendar. So all my students work with real businesses. I took all their books away. I'm like, nope, we're doing real stuff for real businesses and you're going to learn hands-on. You're doing a needs analysis by meeting your customer. You don't even know what a needs analysis is. You don't need to know, but you're doing it. And then you're just learning and learning and learning. And one of the things I say is every customer needs a 12-month calendar. And then I have them create that. But what? That's a whole year worth. OK, but you have AI, and you're going to prompt it right, and you're going to do that for your customer. Weekly content ideas, topics, educational posts, promotional campaigns, the revenue growth strategist.

revenue streams brand story premium offers ab testing emotional connection

And you can download this or print it later on. I thought it was going to be printed, so I have a note section in the bottom. Create three new revenue streams for me. You can even be a little more outlandish and say 100. Create 100 revenue streams for me. What are the top three? And you can look at that. A lot of times I just say three, but every once in a while I'll ask for more. And then I'll go through it and say, I really like two and five. Can we co-create something there? What's a premium offer I could create right now? What's an A/B test with the same one that I could do? Explain why it would work. My brand positioning. What's a compelling brand story? Now this kind of gets in the weeds because I do like to kind of have my own voice too. I have a podcast and I just got asked last night, so I was working last night, kind of late. But they were like, In your own words, what is my story, my reality?

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And I did not use AI for that. But I just read it and reread it and reread it and reread it. It is very short and to the point, but I changed some words here and there. So those kind of stories sometimes are left handwritten, but then you can plug it into AI, which I didn't, but you can and say, you know, based on my customers, sometimes you have a product that maybe isn't as meaningful as it is to the customer. Do you know what I mean? That's where you're going to need AI to match that emotional connection that maybe you as a founder couldn't. Decisions and conversion strategists. What are my three top hesitations? What do they need to feel confident? What's going to increase trust? What would create urgency without pressure? And I just wanted to kind of go over that really quick. But going back to just knowing that AI can be your marketing team.

marketing funnel awareness consideration conversion loyalty

And then I put the funnel here for awareness, consideration, conversion, and loyalty. The reticular activating system is what pulls you into the funnel. Every time you hear an ad, even if you don't look at it, you are in the marketing funnel. Every time you see something, you're in it. And I kind of want to go over the science of word of mouth really quick. I'm a little nerdy about it. And you can take notes if you want. But the acronym is STEPS. It's S-T-E-P-P-S. So there's two Ps. And the first S stands for social asset. Social asset is a fact that you know, a secret that you know, It's a social asset that you could bring to somebody else. It's the reason speakeasies are always full without marketing. I find the secret door. Do you know about the secret door? Because I do. I have a social asset.

stepps social asset triggers word of mouth serve and return

And then people love to talk about the things that are exciting because the response that you're going to get, and this in early childhood is called serve and return. You serve a social asset, somebody smiles, you get a really good serve and return. And then you're going to do that thing again. So when people are talking, word of mouth, this is the science behind getting people to talk, having a social asset. The T is a trigger. You're having a conversation with somebody. They interrupt you because, oh my gosh, that just reminded me of. They had a trigger. Another good example is peanut butter and jelly. That's a trigger. The next one is E for emotion. And I want to go over two types of emotions. I call it, well, I'll give you the scientific term is like high arousal and low arousal. High arousal emotion is going to be your anger and excitement. So you know the news works, those anger campaigns, they get the highest clicks.

emotion marketing high arousal low arousal public visibility mimicry

The ones that are super exciting are going to be looked at the most. So high arousal emotion is going to get that. But if your campaign idea is maybe to get somebody to donate blood, maybe I might use sadness. So you're still going to use the gamut of emotion. Low would be I'm kind of zen, I'm feeling good, or I'm sad. That's going to be less actionable. If my goal is action, then I want excitement. My first P is for public. The more public something is, people mimic it. So that's one thing. I know that if it's public, they're going to mimic it or they're going to have an action. In the digital space, I need somebody to see my campaign five to seven times before they make an action. In the physical space, I can just invite you once. I can just tell you about a story once and then you'll go and repeat it. So this is why I love the science of word of mouth is the reason we're here today.

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It's the reason all of our civilizations are built. The next P is practical value. There are people that just love facts. And they're going to give practical value. There's a conversation that's happening. Hey, I know of this tool. I know of this brand. I know of this shoe that's going to solve your problem. Practical value is something that's going to solve someone else's problem. And in the middle of the conversation, you're going to tell that to somebody. It's a little bit different than social asset. And then the last one is stories. Stories are passed down, the first form of communication that kept passing down, stories. So stories are evergreen. So that's the steps, it's the science of word of mouth. And why that's important here is because of loyalty. That's where it's going to land. I can maybe become aware of something, and this is why marketers love the awareness too, because you may not ever buy my product, but you may be in a conversation and give practical value to somebody that will love your product.

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So for instance, I'm going to show you my shoes. I'm going to come out and show them to you. But I have these stiletto sneakers on. And they are from Spanx CEO, Sarah Blakely. She did a six day on her stories. I'm coming out with a new product, six days. And I love her so much, I put it on my calendar. Sarah's coming out with something because we didn't know what it was. Six days, she didn't do this. three-month cycle and a year, whatever. And she just solved the problem of women shouldn't have to have pain when wearing heels. And there is no pain with these shoes. I broke my foot two years ago, couldn't wear heels. And it was my big toe, and it was a big break. Anyway, I can wear them. I can run in them. I can wear them all day. They're not going to swell. I don't have any problem. But shoes are a big deal to me because I had this problem that was a little bit extra. because I broke my foot. So I have told in two years thousands and thousands of people about these shoes.

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And before I even bought them, other people bought them too. And so that's the science of word of mouth and why it's important to not forget that piece. So what does this have to do with AI? Well, I can prompt it and I can put in the steps based on this science, how do I get people to talk about my product? How do I get people to talk about this campaign? Put it in the campaign. How do I make this more public? And then on a personal level, choose two of those things that you're good at. I chose emotion in public. I drive all over. I go all over. I'm very public. And then I chose emotion. I love to be excited. And every time I go into my class, and I'm not kidding, I'm like, I'm so excited to be here. Are you guys excited to be here? I'm so excited. And sometimes I'm nervous, but it feels like excitement. So I'm just like, no, I'm excited. And I tell myself I'm excited. And so when I go to places. A lot of times people will be like, oh, she's so excited at this event.

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And then I open the paper and I'm like, what in the world? They got my photo in there because I was so excited in public. So it works for me. So find out what works for you. Maybe expressing an expression is one of my values. So emotion is easy for me. It sometimes gets me in trouble. But that's beside the point. But if emotion and expression is not your thing, maybe social asset and practical value would be your thing. I love to give value to other people, to tell them about this thing that I know. And I'll wait until the conversation's over, because maybe I'm not an interrupter like a trigger. I can wait. And then I tell them, hey, I just heard this ad. I didn't care about it. Hey, oh, you're a pug? You're a pug trainer? Oh, I know somebody that needs this for their birthday. That RAS is working, even though you don't know until you know, until you may have a trigger maybe 10 years down the road. So this awareness piece is super important. And having a full marketing funnel campaign is super important.

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And you can do that with AI. Imagine you're doing a full funnel campaign for, and I want an awareness strategy, a consideration, a conversion, and a loyalty. How should I budget that? Here's the budget that I have. Here's the percentage that I want to put into there here. Here's the contingency fund that I want. I still need to put some money in that loyalty phase. I might want to put e-mail marketing in that loyalty phase for remarketing, which is going to get me 42% of our ROI. So it's still my highest is e-mail marketing and word of mouth. That's why I really kind of wanted to stress the steps so that you know that science behind that. For consideration, there's some risks that people are going to take with sales. And they are financial risk. How much is this going to cost? Some people that might not be a risk because it doesn't matter. I have the money. So you need to know your customer. Is this a risk for them that they're going to be considering? If not, boom, I go down to a different strategy. Is it a psychological risk?

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Is my product or service making them feel happy? Is it a social risk? Is it making them have more status in life by having this thing? Then I have that campaign based on that. I'm going to solve the problem of their perceived risk. Is it a safety concern? Then maybe I need to do a campaign on how this product is safe. Is it a quality concern? These shoes have quality. So that was my thing. For me, it was a financial risk because they were expensive-- oh, and time, I forgot about time. Does the person need to have the thing now or not? In car world, sometimes people get hit by a deer over here in Iowa. Obviously, I moved here and I'm like, I've never been hit by a deer before until now. And then I needed a car. Like I needed a car right away. And then I'm like, OK, is there a product that can prevent this? And so now I have deer whistles all over my car. You're only supposed to have two, but I have 12. When you're in my car, you hear whistling, and people are like, what is that?

strategic prompting executive summary stp marketing mix four ps

I'm like, it's a deer whistle, and we are not getting hit by deer. But anyway, so the consideration-- quality, time, finance, all those things. Now I can come up with a campaign, but I need to know. I like to kind of just pick a number, two things. What are my customers looking at? Then I can go and look at all those reviews and I can put in the data, make a more data informed decision. And then that conversion. What is my goal in conversion anyways? Is it sales? Of course, but is it increase in my social media? Is it an increase of just knowing who I am? Is it engagement? What is that goal? And then having that goal be very specific. OK, let's move on. I got a little prompter, so I'll speed up a little bit. So a strategic prompt and a smart prompt, I can ask for an executive summary, the customer personas, which we talked about.

interactive exercise ai assistant company values acronyms culture building

STP is your segmenting, targeting, and positioning, position the things. Have a strategy for positioning. The marketing mix for the four P's of product price promotion in place. Have a strategy for placing it, pricing it, promoting it. Your SWOT analysis, your competitors, your content calendar, and then five immediate recommendations that I can change in the next week. And then think about this, and this is kind of interactive, like if AI could be your marketing assistant tomorrow, what's the first thing you would ask it to do? Or is anybody doing this already? And share with your neighbor. Share with your neighbor, share with your neighbor. Anybody? Quiet group, but I have it.

crm alternative sales data analysis heat maps geographic targeting marketing roi

One thing I have it do is when I'm making a business, because I have multiple businesses, I love a good value because it's going to emulate what the company is. It's going to emulate. I have to have it aligned with who I am. But also, that's going to create the culture of my company as well. So a good value, like a good acronym, something that's going to work, be visible, be memorable. So I like it to be kind of a startup partner with me. Anybody want to share? Yes. Does anybody else in the room not have a CRM? Or does everybody in the room have a CRM? Nope, some don't. Okay, so just an example for what I do. We don't have an active CRM. We are looking at implementing a new ERP with a CRM bolted on with it. So what I do with my sales and marketing data I am still in a weird phase where I don't trust AI, so I take out all of my customer data.

agricultural marketing data cross-referencing dairy industry beef industry geographic optimization

We also have a customer database of an active 42,000 people. So I take out addresses, names, anything that could be relevant to be harvested out of AI if you don't trust it. And I put in my state's dollars and I compare that with my marketing data over the last three years. And I ask AI to basically tell me where should I be focusing my Marketing efforts, we're global, but I just do this for the United States specifically for my targeted campaigns programmatically or on social media. It'll create heat maps for me and tell me over the course of the last three years where have my sale numbers dropped, where have it increased. I can break it down to zip codes if I want to. So I'm not, programmatically, I'm not wasting money nationwide. And in the third scenario, I'm an ag, so I also need my data to cross-reference cows are, dairy and beef. So I input where the cows are. I also have heat maps on that. So my third reference would be inputting where the cows So AI takes my sales data and my marketing data and my cow map and then it pumps out the exact counties across the United States where I should be putting my marketing dollars instead of just blanket throwing six figures in marketing dollars across the United States and wasting 70% of it in programmatic ads or digital ads in my marketing budget.

customer segmentation equipment marketing sales pad product categories beef vs dairy

So that's an example of how I'm doing it very manually without a CRM. It's getting me by. We've seen a huge uptick in the last year in our sales just because of it. But Lord, I can't wait for a CRM. I love this example. I'm like, you shouldn't have came up here and told the example. That's amazing. Yeah, just an example. Love. Do you ever filter also by the type of buyer? In other words, is it a wholesaler? Is it a farm? Is it a farmer? Yeah, so our business is direct to consumer. 99% of our business is direct to consumer. There is a minimal part of it where we work with some dealers and distributors, but it's not big enough. The only way that I would segregate it out would be beef or dairy. If I'm running certain campaigns, I can separate it out to just like our mixer knife customers or our forage harvester part customers. Or if I'm running a specific equipment, like I just want to focus on our ad trailers, I can pull out that data. Or if I want to focus where people that are interested in organic matter and that type of stuff.

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So I can customize the data based off what I can pull out of Sales pad is what we do our order entry through, so I can pull up some Excel sheets from that and then put that into AI and cross reference it. I got a snap for that. So that's amazing. Thank you so much for sharing. Is that helpful? Those examples, I think the real world examples of what you're doing is amazing. Your who, what, where, and why, it all breaks down too. You have to really think about what is the data you have versus what you need versus what's your industry to cross-referencing it, but thinking outside the box. I'm sure all of you have at some point wasted a lot of money in your marketing budget. And you had to ask yourself, why am I spending it in these areas? I don't know what your other industries are, but why am I spending it to an entire state where my people are only in this .. Which tool are you using to pull all this together? Right now, I'm using ChatGPT.

chatgpt microsoft 365 copilot data security bilingual website

My general manager is prototyping Microsoft 365. We use Outlook, so it would be nice to have it all in one place. So it's awesome pulling. You can say, hey, pull from my most recent emails, pull from my calendar, pull from this, instead of me downloading this document, uploading instead. ChatGPT, but we have a bilingual website, so I have to use an open API from ChatGPT to do the bilingual. So then I got some. So there's some changes that'll be happening, but ChatGPT is what I use personally right now. Go ahead. I was just saying, we've created events or copilot. These are some data protection stuff built in. Yes, that's why they're demoing that. I'm assuming that'll be the change we make here. Was your plan to integrate ChatGPT or Copilot with your customer data? Yes, eventually once we have a CRM, yes.

custom gpts copywriter replacement product literature operator manuals technical writing

That's where I get roadblocks. We do a lot of lead generation, so when the leads come in, our IT security guy doesn't really want... our customer information going into the AI quite yet. I can give you some feedback. So my GM meets with our IT, our software security next week, so I can give you some feedback on what they say very specifically. Our security is here too. I kind of wanted to chat about systems. Do you ever do custom GPTs for instead of doing these separate prompts. Custom GPTs already have that. On my personal side, I keep it together. I don't do that. But then on the professional side, that's helpful with work and doing the custom. We lost the copywriter about five months ago. So one custom GPT, which could have been a prompt as well, has all of our literature product manuals, operator manuals.

session conclusion networking follow-up business cards continued conversation

And it's essentially a product specialist, but it writes in the same sense that our technical writer used to write him. But another custom GPT I'd be using would be the strategist to lay out maybe like an organic social plan for six months. And then I would bring that plan into this, what we call Kinsey Insights. Here's our copywriter. And we can basically scrape all of our literature, all of our operator's manuals, and really highlight features that are going to help partners produce ROI. But that's been really nice because we have a little bit of-- we have a small team at the moment. So these assistants have been extremely helpful. Awesome. I know we're at time. Let's connect if you'd like. My cards are at the end if you want to connect or continue the conversation. And thank you.