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Marketing Planning - Crafting your Message

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Learn how to create a message which resonates with your target audience. Additionally, explore how to develop a comprehensive marketing and public relations strategy.

Learn how to create a message which resonates with your target audience. Additionally, explore how to develop a comprehensive marketing and public relations strategy.

Published in: Business, Health & Medicine
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  • Identify the ‘So What?’Tell what problems you solve, not ‘what you do’Don’t just inform, pursuade
  • Identify the ‘So What?’Tell what problems you solve, not ‘what you do’Don’t just inform, pursuade
  • Transcript

    • 1. Marketing &PR Planning
      Clayton Kraby
    • 2. BENEFITS OF PLANNING
      Well Defined Goals
      Focused Resources
      Targeted Audiences
      Defined Strategies
      Measurable Results
      Accountability
    • 3. DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?
    • 4. DEFINE YOUR AUDIENCE
      It’s NOT everybody
      Having too many is as bad as having none
      Focus on niche segments
    • 5. DEFINE YOUR AUDIENCE
      You will usually have multiple target audiences
      Each audience will need a uniquely crafted message
      Audiences are reached in different ways
    • 6. DEFINE YOUR AUDIENCE
    • 7. DEFINE YOUR AUDIENCE
    • 8. DEFINE YOUR AUDIENCE
      Once you focus on a specific audience, determine what you know about them
    • 9. DEFINE YOUR AUDIENCE
    • 10. DEFINE YOUR AUDIENCE
      What concerns do they have?
      What do they value in your offering?
      How do they make their decisions?
      What demographic information is there?
    • 11. DEFINE YOUR AUDIENCE
      (For your assignment, you will create a 1 page analysis defining your audience and describing what you know about them)
    • 12. CRAFT YOUR MESSAGEMESSAGES THAT SELL
    • 13. MESSAGES THAT SELL
      Easiest thing for any audience to say is
      No, thank you.
    • 14. MESSAGES THAT SELL
      Concept Description
      Problem Statement
      Overt Benefit
      Reason to Believe
      Call to action
    • 15. CONCEPT DESCRIPTION
    • 16. Get their attention
      CONCEPT DESCRIPTION
    • 17. Answers
      ‘What is it?’
      CONCEPT DESCRIPTION
    • 18. Make Calls from your computer – Free to
      other people
      on Skype and
      cheap to phones
      and mobiles
      around the world
      CONCEPT DESCRIPTION
    • 19. With 160GB of storage, iPod classic can hold up to 40,000 songs, 200 hours of video, or 25,000 photos. That’s more than enough room for a day’s - or a lifetime’s – worth of entertainment.
      CONCEPT DESCRIPTION
    • 20. Avoid Jargon
      Speak to your Audience
      Identify Benefits
      CONCEPT DESCRIPTION
    • 21. PROBLEM STATEMENT
    • 22. What’s the
      Problem?
      Identify the customer’s
      needs
      People buy emotionally, not intellectually.Get to the emotion behind the benefit. Always.
      PROBLEM STATEMENT
    • 23. Identify the benefit
      What problem do you solve?
      Address this ‘pain point’
      PROBLEM STATEMENT
    • 24. Your problem statement can show how your offering makes a meaningful difference in your customer’s life.
      It can also serve to separate you from your competition, if your unique solution solves a problem that others in your industry do not
      PROBLEM STATEMENT
    • 25. PROBLEM STATEMENT
    • 26.
    • 27. OVERT BENEFIT
    • 28. So What?
      How do you solve their problem?
      How do you do it better than their other options?
      OVERT BENEFIT
    • 29. COMMON NEEDS OF ANY AUDIENCE
      Here are a few of the most popular things buyers are looking for:
      Security - Monetary gain, freedom from financial worry.
      Self-Preservation - Safety and health: for self and family.
      Convenience - Comfort, more desirable use of time.
      OVERT BENEFIT
    • 30. COMMON NEEDS OF ANY AUDIENCE
      Avoidance of Worry - Ease of mind, confidence.
      Recognition From Others - Social status, respectability, the wish to be admired.
      Self-Improvement - Spiritual development, hunger for knowledge, intellectual stimulation.
      OVERT BENEFIT
    • 31. WHAT NEEDIS SOLVED?
      SecuritySelf-PreservationConvenienceAvoidance of Worry
      Recognition From Others Self-Improvement
    • 32. The Overt Benefit should also describe your unique selling position. How do you it better than your competition?
      OVERT BENEFIT
    • 33.
    • 34. Remember, don’t compete only on price
      OVERT BENEFIT
    • 35. OVERT BENEFIT
    • 36. REASON TO BELIEVE
    • 37. PROVE IT!
      How does your audience know you can do what you say?
      REASON TO BELIEVE
    • 38. Customer Testimonials
      Awards
      Statistics
      Guarantees
      Demonstrations
      REASON TO BELIEVE
    • 39. Substantiate your claims"Lowest prices guaranteed!"
      Or what, you'll apologize?“The best in the industry”
      Why? Says who?
      REASON TO BELIEVE
    • 40. Avoid Jargon or Unclear Statements
      “We use the synchro-static method”
      REASON TO BELIEVE
    • 41. CALL TO ACTION
    • 42. [Don’t put the cart before the horse]
      Your call to action should be after you’ve explained the problem, solution, and benefit
    • 43. Tell Them
      What To Do
      Call Buy Register
      Download Subscribe Donate
      CALL TO ACTION
    • 44. Remind them again right before the call to action
    • 45. Incentivize It
    • 46. Determine the most appropriate call to action
    • 47. Use a sense of urgency
    • 48. MESSAGES THAT SELL
      Concept Description
      Problem Statement
      Overt Benefit
      Reason to Believe
      Call to action
    • 49. WRITTEN MARKETING & PR PLAN
    • 50.
    • 51. TABLE OF CONTENTSEXECUTIVE SUMMARY
      SITUATIONAL ANALYSIS
      ORGANIZATIONAL OBJECTIVE
      STRATEGIES & TACTICS
      BUDGET
    • 52. TABLE OF CONTENTS
      Heading of Each Section ……………………………... PageSubheading if Needed…………………………………… Page
    • 53. EXECUTIVE SUMMARY
      In one page, summarize the concerns, objectives, strategies, and tactics contained in your plan. This should be a brief description covering each heading, and is written in paragraph form
    • 54. SITUATIONAL ANALYSIS
      Describe the current situation of the organization in relation to its goals.
      For example, Company XYZ is currently experiencing a time of restructuring, and is seeking to further develop its customer base through new offerings
    • 55. SITUATIONAL ANALYSIS
      What is your organizations current position?
      This is an internal document, be direct
      Describe the strengths and weaknesses
      What outside forces affect this position?
      Industry Environment; Forecasts
      Customer’s Situation
      Potential Threats
      What competition is there?
      Direct Competition
      Indirect Competition
    • 56. SITUATIONAL ANALYSIS
      S.W.O.T ANALYSIS
      STRENGTHS
      WEAKNESSES
      OPPORTUNITIES
      THREATS
    • 57. ORGANIZATIONALOBJECTIVE
    • 58. ORGANIZATIONAL OBJECTIVE
      What is the purpose of the plan?
      What does the organization desire?
      Example: Raise $35,000 for scholarships during the fall donation drive
    • 59. ORGANIZATIONAL OBJECTIVE
      Measurable Outcome
      Time Frame
      Lasting Effect
    • 60. STRATEGIES & TACTICS
      Strategy: The general things you will do to achieve your objective
      Tactics: The specific actions steps you will take to support the strategy
    • 61. STRATEGIES VS. TACTICS
      Strategies
      Broad Goals
      General Ideas
      “Increase awareness”
      Tactics
      Specific Details
      Action Steps
      “Develop brochures”
    • 62. OBJECTIVE
      STRATEGY 3
      STRATEGY 1
      STRATEGY 2
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
    • 63. TACTICS include:
    • ObjectiveEstablish the long-term viability of company XYZ in the Midwest region of the US.
      StrategyIncrease customer retention by 15% in 2012
      Tactics
      - Establish a customer loyalty program
      - Shift focus from opening new accounts to providing superior service to existing accounts
    • 67. PROGRAMS
      Marketing & PR Programs are the specific, detailed plans for implementing tactics.
      Programs are concerned with budgets, deadlines, resource allocation, manpower, etc.
    • 68. BUDGETING
      Your budget is directly related to your ability to implement strategies, tactics, and programs
    • 69. OBJECTIVE
      STRATEGY 3
      STRATEGY 1
      STRATEGY 2
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
      TACTIC
    • 70. OBJECTIVE
      STRATEGY 1
      STRATEGY 2
      TACTIC
      TACTIC
      TACTIC
    • 71. QUESTIONS?
    • 72. Marketing &PR Planning
      Clayton Kraby

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