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.

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.

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 ** 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.

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.

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

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

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 To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.

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  To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.

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.

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