The Toolkit / Marketing / The Lighthouse
Marketing · Tool 11 of 16
The Lighthouse
Go where they already gather.
Take the message and the gift to the places the trend's people already gather, told by people like them, and count who takes the gift and answers.
The board
Ten sections on one page
Print it, fill it in, and score each section from 1 to 5. Your score is out of 50.
How to use it
The ten sections of the Lighthouse
What to do in each section, and what a 1, a 3 and a 5 look like. Score yourself honestly; the low scores tell you where to work next.
- 1
The message
From the Newsroom.
Copy the message from the Newsroom.
- 1Started
- Our slogan.
- 3Good
- The Newsroom's message.
- 5Excellent
- The Newsroom's message, the one people repeated back.
- 2
The gift
From the Giftbox.
Copy the gift from the Giftbox.
- 1Started
- A discount.
- 3Good
- The Giftbox's gift.
- 5Excellent
- The Giftbox's gift, with what it showed so far.
- 3
The trend it rides
From the Compass.
Name the trend this campaign rides.
- 1Started
- A buzzword.
- 3Good
- A trend from the Compass.
- 5Excellent
- A rising trend from the Compass, with its early adopters.
- 4
Where they gather
Three places at most to start.
Pick up to three places from the Compass's sources where these people already talk.
- 1Started
- Where we already advertise.
- 3Good
- Places from the Compass.
- 5Excellent
- Up to three places from the Compass, each with who's there and why it fits.
- 5
The story we tell
The hero, the moment, what changed.
Tell the story of someone like them: the moment, and what changed for them.
- 1Started
- Our story.
- 3Good
- A hero's story.
- 5Excellent
- A real hero's story, in their words, that people in each place would recognise.
- 6
Who tells it
People like them, and us.
Name who tells it: people from the Launchpad's circles, the Simulator's real people, and us.
- 1Started
- Only us.
- 3Good
- Some real people.
- 5Excellent
- Real people like them, telling it in their own words, with us in support.
- 7
When
The timing in each place.
Set when it runs in each place.
- 1Started
- Whenever.
- 3Good
- Dates for each place.
- 5Excellent
- Dates that fit how each place works, spaced so you can learn between them.
- 8
What must happen
Decided in advance.
Write how many must take the gift, and how many must answer, before it starts.
- 1Started
- Reach and likes.
- 3Good
- Numbers set in advance.
- 5Excellent
- Numbers for taking the gift and answering, per place, set before it starts.
- 9
What happened
Took the gift, answered, where.
Count who took the gift and who answered, in each place.
- 1Started
- Views.
- 3Good
- Counts for each place.
- 5Excellent
- Counts for each place, compared with what had to happen.
- 10
If it falls short
Decided in advance.
Write what you'll do if a place falls short.
- 1Started
- A hope.
- 3Good
- A plan B.
- 5Excellent
- A plan B for each place, decided before it starts.
How it works
- Made inStep 11 · CampaignsTake the message and the gift to the people whose behaviour started it, not to the old sales list.
- What it's forTake the message and the gift to the places the trend's people already gather, told by people like them, and count who takes the gift and answers.
- It feedsThe RoundtableAnswer everyone who answers.
