How to be a CMO & Create the Marketing Function of an Organization

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image via http://www.ey.com/gl/en/services/advisory/ey-dna-of-sales-and-marketing-leaders-reinvention-of-the-cmo#.WCsll-YrLIU

The role of CMO needs to focus on more than just marketing to increase sales as seen in this chart.

Image via http://blog.marketo.com/2007/04/are_you_a_cmo_o.html

To have success in the CMO role, you need to: get executive buy in on authority and the ability to make changes, otherwise you are doomed to fail.

Brand Message and Content Marketing

From a brand stand point, the brand messaging need to be in alignment. It should not take a genius to understand what your product does and how it will help the customer. To achieve this goal, you need to do the following: Audit, understand and improve Brand message, voice, sales, marketing collateral, print and digital properties.

Do the above before starting a content marketing program if the organization sells products because you will need to build and create a content tilt to be found by customers in search.

Developing Sales Processes and Shortening the Sales Cycle

Sales Managers hired; should train sales staff properly and hold Reps accountable to hit Revenue Goals. If you are tasked with creating/building out the marketing function of the organization, make sure that support staff are trained by the Sales Manager to handle inbound leads. Sales staff should be trained on objection handling, prospecting, product knowledge, making Sales, post Sales follow up and obtaining repeat business.

SMarketing

Have marketing partner with Sales. Go on Sales calls to understand customer objections /pain points to improve messaging and product. The goal of any Sales and Marketing program is to shorten sales cycles and increase Revenue.

Defining Your Target Market and Sales Channels

Audit, understand, and improve the sales structure of the organization, sales operations and sales processes. Define Sales Rep territories, compensations and commission structure using analysis that includes data from customer acquisition costs and ROI.

Decide if you will sell your product directly to customers or through re-sellers. Some companies do both.

Sales Management/Sales Reps

Hopefully if there is Sales Leadership at the company when you arrive, this will be handled. If no Sales people are present, start this process yourself and hire a seasoned rep or Manager from a larger competitor. If Sales leadership is there but has not done the above, give them a Sales Leadership improvement plan, look for a seasoned replacement and fire them. This applies to Sales Reps as well.

Market Research

Understand customers and buyer behaviors.

Share buyer personas and research with the sales staff.

image via smartdraw.com

Have sales staff complete a competitive analysis on how your company stacks up against your competition in the marketplace.

Product Development

Use Market Research to collaborate with product to come up with ideas for new products, features, promotions and pricing strategy.

Crossing the Chasm and Selling into New Markets

image via http://4.bp.blogspot.com/

Identify new marketing to sell into. If Sales are stagnant, find a way to get in front of your customers before they become customers by using pricing in a crossing the chasm style analysis.

Proving you’re a CMO

Position marketing a source of revenue rather than a cost by putting marketing at the center of the organization. Showing how marketing can make an impact on the income statement beyond increasing sales. Show how marketing makes the organization run better.

Talent Branding

Improve the talent brand by creating a job site with employee stories. This job site will increase the amount of applicants and reduce recruitment advertising costs. Write more appealing job descriptions.

Attempt to make the organization the company of tomorrow by making it cross functional.

Company Revenue and Financials

Ask about the financial health of the company i.e. Churn rate, burn rate, Profitably, funding etc…

image via pinterest.com/explore/churn-rate

Ask the CEO about cash flow and if they can commit large amounts of cash to developing/executing marketing programs.

image via http://www.accountingcoach.com/financial-ratios/explanation/4

Data Driven Decisions

Above all, CMO’s need to use Data from Financials, Sales, Revenue and Analytics to make marketing decisions. The Data needs to be used continuously to justify marketing decisions and to pivot when marketing programs are not working.

The duties of the CMO will vary by industry and company size but these are the basics that a CMO must do to be successful.

What do you think makes a successful CMO? Comment and Share.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 16,000 followers on LinkedIn & over 11,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Will EdTech/E-Learning CEO’s/CMO’s Improve Learning for Teachers & Students?

p1000303-1.jpgEdTech & E-Learning companies are doing great work. However, I have identified a gap in their marketing strategy that could leave them company vulnerable to competitors. None and in some cases very few of the people in the Marketing function of the organization were former Teachers. You can do a search on LinkedIn to verify this.

I acknowledge that EdTech & E-Learning has former Teachers in the Sales and PD functions.

Why it is not Good enough to just place Teachers in Sales

Sales teams have to use consistent company messaging when presenting products to prospects and customers. Also, PD teams are not skilled at Sales and objection handling.

Market Research /SWOT

One Company, a major competitor of all of the others in the space, has Teachers working in every Marketing function which is an edge they can use against the company in a “we were Teachers once” Marketing campaign.

Teachers need to be in the Marketing function of the organization because they are the practitioners who can make the product messaging more credible and compelling. This new improved messaging will help build connection with the buyer because the buyer sees a Teacher-to-Teacher connection.

Our Teacher’s, Students & School administrators deserve better resources that are constructed by former Teachers at every level.

Why Hire Teacher practice experts in Marketing?

  • They are the customers and understand the pain points better than any market research -should be in leadership roles
  • Healthcare does this with Doctors, Dentists
  • Tech does this with programmers and engineers.

Why not EdTech!

Additional Teacher Skill sets that will be useful in Marketing

  • Can increase Sales because they are the customer and understand the pain points because they have experienced them in the job
  • understands how people learn
  • skilled at tailoring content for understanding based on learning needs
  • Today’s marketing is about educating customer and earning the right to market to them as teachers can educate customers
  • This is the best market research/ buyer persona there is!

My Qualifications

I would be an excellent fit for a Marketing role due to the following:

  • Teacher Practice expert with 6+ years of experience (SPED & GEN ED, part time, Adult ED and full-time experience)
  • Former Outside Sales Rep which allows me to create messaging to preemptively stop most sales objections
  • Can help with Sales Enablement/coaching/go on selected sales calls to improve the sales process
  • Experienced EdTech Marketer
  • Can build a better talent brand by building out your career site with employee stories
  • Create and establish new markets along with helping to create new product offerings that complement existing ones
  • Experienced online audience builder
  • I have built up a large audience with 11, 000+ followers on WordPress
  • Over 16,000+ followers on LinkedIn along with a following of 1,900+ on an EdTech Twitter handle @NYEDTechTeacher
  • Understand the customer behavior and pain points of Teachers and Principals

Support I need from EdTech & E-Learning Companies

I am asking EdTech and E-Learning companies for the opportunity to come on-site to speak about my qualifications. This will help me demonstrate how I can help them improve the learning experience of our students.

Support I need from Teachers, Principals, and Superintendents

Teachers, Principals, and Superintendents, comment below about the improvements you would like to see from EdTech & E-Learning companies. Please share this article and ask for change. I can’t do it alone. If I can join the Marketing function, I will help to improve EdTech and E-Learning to help the learner of tomorrow.

It is all about making our students lives better.

Thank you in advance for your help.

Here are the slides.

How Businesses will Increase Sales by Improving How they Hire Marketing Staff

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image via http://www.slideshare.net/NashvilleTechCouncil/the-power-of-smarketing-40266445

Sales reps can only be as good as the product and message they represent. Before companies can hire Sales reps, they need a great product with messaging that conveys the benefits to customers. Sales Reps need support from marketing in the cross functional organization of tomorrow. The messaging should be able to prevent customer objections. Unfortunately, this is where many Marketing departments fall short.

image via Salesforce.com

Many people that get hired in marketing, lack a sales background and have no idea on how to handle customer objections.

In addition, many people in Marketing lack the background and understanding of how people learn. Teachers and psychologists have this training. Understanding how people learn can make product messaging more effective because it can be presented in multiple formats. Many people in marketing lack practitioner experience and as a result marketing is not as effective as it could be. Practitioners are especially underrepresented in the Marketing function of many EdTech companies and this needs to change. Now I will make a case for hiring Sales Reps, Teachers and Industry practitioners in the marketing.

Case for hiring ex Sales Reps

  • Knows how to handle objections which can be applied to message
  • Experience dealing with customers, knows customer pain points
  • Sees how end-user uses the product
  • Can increase sales using Sales expertise to make messaging customer centric
  • Can assist with Sales and Marketing Alignment as companies need to work cross functionally
  • Understands the issues Sales Reps face and has the credibility of being a Rep when collaborating with Sales Teams

Experienced obtaining , qualifying and converting leads to Sales ie Lead Gen/Demand Gen

Hiring Industry practice experts

  • They are the customers and understand the pain points better than any market research should be in leadership roles
  • Healthcare does this with Doctors, Dentists
  • Tech does this with programmers and engineers.

Why not EdTech!

  • Can increase Sales because they are the customer and understand the pain points because they have experienced them in the job

This is the best market research/ buyer persona there is!

Case For hiring ex Teachers

  • understands how people learned
  • skilled at tailoring content for understanding based on learning needs
  • Today’s marketing is about educating customer and earning the right to market to them they educate their customers

Why it is not Good enough to just place them in Sales

People in Sales are not involved in the creative process and cannot change their cards and company messaging.

They cannot address weaknesses in messaging and product.

The Marketer of Tomorrow

Has all of the above in their background or at least a Sales background at a minimum.

My background

I have Marketing experience along with all of the above in my background.

In the EdTech Industry, I hit all of the above and I am qualified for a job in marketing especially being the industry practice expert. In healthcare I have two out of three. For all other verticals, I have two out of three because I was in Sales, I taught and understand how people learn.

Are you ready to increase Sales by improving Marketing? Your sales teams deserve better!

Change today!

How have you increase Sales by improving messaging? Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 16,000 followers on LinkedIn & over 11,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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How Brands Can use Cultural Diffusion to Sell & Market Products Abroad

things-to-know-before-entering-international-markets

image via marketing 91.com

The United States is an established country with a built up infrastructure. Depending on the product and industry, brands may see product sales hit a plateau based on a high market saturation rate.

Go to Market Strategy

One go to market strategy that brands may use to increase product sales is to sell into new markets. Chances are that brands have exhausted all markets and customers based in the United States. Upon reaching this conclusion, brands need to decide if they want to sell and market their products abroad based on the principle of cultural diffusion.

Cultural Diffusion

Cultural diffusion is the spread of one civilizations ideas, customs and beliefs from:

1. one nation to another

2. from another area or region to another.

To see if international marketing makes sense for brands, they must list the positives and negatives of this go to market strategy. Positive benefits include the chance to increase sales and gain revenue from a new source. A negative of this go to market strategy is that it will require a large outlay of operating cash to implement and execute. This may drain resources from other programs in the organization.

Contacting Local Authorities

Before brands can start selling products abroad, they need to check with the commerce division of the Foreign country’s government. The Commerce division of the government can guide brands on the proper procedures needed to sell and market products abroad.

Market Research

image via smartdraw.com

New Market research needs to be conducted for the international markets brands intend to sell into. This research includes, new buyer personas, competitive analysis, cost of customer acquisition, pricing, promotions, understanding local laws and customs.

Product Development

Product specifications need to be aligned with the customs and laws of the country. These products may need to be re-branded with a different name. Outside of the US, product measurements need to be converted to the metric system; triggering a change in the product packaging.

Examples of International Brands

A few examples of Global brands are Starbucks, McDonalds, Auto makers and Oil companies.

Starbucks

image via http://chinaexpat.com/wp-content/uploads/u659/starbucks.jpg

Starbucks operates stores abroad and follows local customs.

McDonald’s

A McDonald’s in Riyadh, Saudi Arabia. Businesses as well as people can exemplify cultural diffusion.

Image via http://www.p12.nysed.gov/ciai/socst/grade3/geoimages/Image16.gif

McDonald’s uses local ingredients to make its food. For example, in Greece they fry french fries with olive oil. McDonald offers alternative sandwiches in countries where citizens are not allowed to eat beef and pork.

Exxon Mobil

https://goodlogo.com/images/logos/esso_logo_2709.gif6

Exxon Mobil, operates under the brand name ESSO in Europe and uses the metric system to measure gasoline.

Auto Makers

Image via Dan Galante

Global Automakers , use the metric system when making cars and trucks. Also, these cars and trucks are made to the specification of local laws. Vehicle models made for foreign markets have different brand names. In England and other UK countries, the steering wheel is on the opposite side of vehicles made for the US market.

Deciding What an International Go to Market Strategy will look like

Once brands have an understanding of customer needs and competitive analysis, they need to decide what channels to use to sell their products. Brands can set up stores and offices that sell direct to the end-user. They may decide to partner with distributors who sell to the end-user directly or through licensing and/or use an e-commerce model. Brands may decide to use a combination of the above channels. They also need to decide how many people will need to be hired to execute the go to market strategy.

Using Data to Make a decision about whether or not to Implement an International Marketing Strategy

All the numbers and projections need to be calculated to see if International marketing is right for Brands. Each brand need to examine its financial health, and come up with an investment amount needed to execute an international go to market strategy. This amount needs to be measured against: financial health , potential sales, revenue, profits, cost per customer acquisition, market research, procedure to enter the market and opportunity costs. Based on these numbers, brands may decide to enter the market or use their operating cash for other programs.

CMO’s are you selling your products abroad? Why or Why not?

Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.
Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 16,000 followers on LinkedIn & over 10,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

AAEAAQAAAAAAAATWAAAAJDg3MWM4YWM0LWMyMWYtNDQwOC04OGU0LTg0NDVhYWQ3MzE1Mw

 

 

 

 

10 Ways to Build an Audience & Grow a Customer Base

There are many ways to grow an audience and build a customer base.

Here are 10 strategies for you to grow your audience and build a customer base.

1. Starting a Blog based on Buyer Personas

Create a blog within your website focusing on customer pain points discovered in your buyer personas.

Image via http://www.garrisoneverest.com/inbound-marketing-2/how-to-implement-inbound-marketing/

2.Use Social Media to share Blog Content

Share the content of this blog on Social Media channels such as Twitter, LinkedIn, Facebook, Instagram etc….

3. Employees LinkedIn Company Pages & LinkedIn profiles

Start publishing on your LinkedIn company page. Also, encourage employees publish and share content to their LinkedIn profiles if you are not doing so.

4. Content Repurposing

http://bluepolointeractive.com/ 

Repuropse blog content in the following ways: On SlideShare,

http://www.whitehatmedia.com/sites/default/files/styles/large/public/linkedin-buys-slideshare.jpg?itok=PZQMLnYm

YouTube videos, podcasts, ebooks, whitepapers, newsletters, webinars etc…

5. User Groups

Create a user group on LinkedIn, and Facebook to facilitate discussion of your product and service.

6. Twitter Chats

Host Live Twitter chats on topics that are important to your customers

7. Using Groups to organize and announce off-line events

Use LinkedIn and Facebook groups to organize off-line events such as trade shows; invite customers to provide in person testimonials to prospects.

8. Stay In front of Customers

Be where your customers are, share a value message based on Market Research,Customer Analysis, Big Data Analytics and Competitive analysis.

https://marketingtruth.wordpress.com/category/analytics/

Image via http://smartdraw.com

9. Content  & Customer Retention

Create content to keep current customers engaged; share new features and ways they can get the most out of your product or service. Use the content to stay in the mind of customers.

http://www.invespcro.com/blog/customer-acquisition-retention/

Use your blog and product check out to ask customers to opt in to your marketing messages. Once you obtain permission, you can create email marketing campaigns targeted to subscriber needs and interests.

10. Develop Marketing Partnerships & Relationships

Strength comes in numbers. It helps to have other noncompeting businesses with complementary products promoting your product and services. These businesses can have a similar customer base and audience that can help your business.

Cross promote partner content/offerings on Social Media and at events to facilitate a reciprocal relationship.

Bonus Tips Statistics & Related Content

http://www.marketingcloud.com/blog/wp-content/uploads/2014/06/audience_infographic_w640.png 

How have you built an audience and customer base?

Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 15,000 followers on LinkedIn & over 10,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

Steps to becoming your own Sales Manager with Activity-Based Selling

Image via Salesforce.com

In order for Sales Reps to be successful in sales, they need to think like a Sales Manager. To be able to do this they need to be able to track their own numbers and activities in the Sales pipeline. Using a system such as Activity-Based Selling, it is now possible to see your numbers in real-time along with pending deals and actions needed for the next step. This kind of Sales analysis will help you be successful.

There are five tasks in the Activity-Based Selling system that you need to master to become your own Sales Manager which includes: 1.Meeting and Exceeding your Monthly quota, 2. Creating and implementing a daily sales plan 3. Prospecting for new leads and customers, 4.Turning in timely reports, 5.Using Sales CRM to aid in accomplishing the above.

Below, we will see each of these steps in more detail.

1.Meeting and Exceeding your Monthly quota

To be successful as a Sales Rep, it is imperative that you meet your monthly sales quota. In order to meet this quota or goal it is important to know what it is. To achieve this goal it’s important to have a conversation with your manager about how you will be evaluated and what numbers you will need to hit.  The monthly sales quota that you receive may seem overwhelming at first.

Image via http://salesmanagement.org

Therefore, you should break it down into smaller parts. For example, a $100,000 per month quota divided by 20 working calendar days means that your sales must be a minimum of $5000 per day on average. To exceed the monthly goal, double the daily goal.

Now before you can dive head first into calling on customers and prospects you’ll need to have belief in yourself and the products you offer, product knowledge, competitive analysis of how your product measures up to competitors and at least a basic understanding of how to handle objections; if you are new to sales.

Image via http://smartdraw.com

Common objections voiced by prospects include: pricing, loyalty to a competitor, bad prior experience, not being the decision maker and wanting to think it over.

Images via www.scpgr.com, www.areyouresourceful.com

2.Creating and Implementing a Daily Sales Plan

 Once you are assigned a Sales territory, it is important to understand its demographics. As a Sales Rep in a new territory, you want to know: the number of prospects, the geography of the territory and the locations of prospects on a map. Using this information, the next step would be to divide the number of prospects by the 20 calendar working days in a month to come up with the amount of daily calls needed to visit everyone in the territory. Use a map to determine the order of people you will call on. As a Sales rep, you will want to call on people near one another to manage your time effectively. Write this plan out and go over it with your manager and most importantly make sure to use it every day.

3. Prospecting for New Leads and Customers

 

Image via www.nateleung.com

Now that you are executing your sales plan, it’s important to get in front of the people who could say yes to your offering. To be able to do this effectively, it is essential to be able to handle objections during sales calls. To have success, handling objections are the key to obtaining more sales from appointments. As you hone your selling skills, you will find it easier to make presentations and ask for the order. Once Sales are made it is important to make sure customers are satisfied with their purchase. You have earned the right to ask for more business, testimonials and referrals only after the sale and successful implementation of the product.

4.Turning in timely reports

Image via www.merapi.holes.es

As a Sales Rep, it is easy to get lost in the details when you are running a sales territory as there are many things to manage at once. However, you are still responsible to turn in your reports and update your records for customers and management; incomplete records can hurt your sales and your performance evaluation.

5.Using Sales CRM to aid in accomplishing all of the above

Sales CRM software allows you and your Manager to track all Sales pipeline activity which allows you to make informed decisions on all actions for all required interactions on pending deals.

Sales CRM enables Sales Reps to become their own Sales Manager, tracking their numbers and comparing them to other time periods gaining valuable insights on what is going well and what they can do to improve. This kind of Sales analysis and reflection enabled by Sales CRM is essential for sales success.

Major Sales CRM providers are:

Salesforce,

Image via Salesforce.com

ACT!,

Image via FlexAct.net

Oracle and

Image via docs.oracle.com

HubSpot

You can sign up for free trials and/or product demos by clicking the links above.  

What Sales CRM are you using? Comment and share your experience below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 15,000 followers on LinkedIn & over 10,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

 

 

How Turkey’s President is using Marketing & Tech to Stop a Coup

image via http://www.telegraph.co.uk/content/dam/news/2016/07/15/103392330TurkishsoldiersbridgeNEWS-large_trans++eo_i_u9APj8RuoebjoAHt0k9u7HhRJvuo-ZLenGRumA.jpg

The military in Turkey is attempting to overthrow the Government in a coup. Bridges and roads are blocked. Also, the military has taken over state TV.

However, the President of Turkey has been able to keep the military at bay by doing the following:

1. Using FaceTime a popular messaging service provided by Apple on the iPhone, iPad and other Apple Computers

Image via http://a3.mzstatic.com/us/r30/Purple4/v4/3a/7c/e5/3a7ce5a9-3e6e-e735-0299-150923793646/icon256.png

2. Directly appealing to his people using positioning which is one of the 7 principles of Marketing

News broke of the attempted coup just after the closing bell of the NYSE.

The President of Turkey was able to use FaceTime to reach CNN International. Using FaceTime, the President of Turkey made a public appeal to the people of Turkey.

Drawing on his popularity, he used positioning to appeal and persuade Turkish citizens to go into the streets confront the military and put their lives at risk in the name of Democracy. Citizens are confronting a military that is using tanks and military jets.

Image via https://fortunedotcom.files.wordpress.com/2016/07/gettyimages-5765153821.jpg?w=840&h=485&crop=1

The President’s ability to get people to fight for their country like this is a clear display of how powerful the tools of marketing and technology can be.

Currently, the military are shooting protesters attempting to the cross the bridge in Istanbul.

This is an ongoing story.

Do you think the President’s use of Marketing and Technology will be enough to stop the coup? Comment below.

Source Bloomberg News