Marketing Planning - Crafting your Message
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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.

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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

Marketing Planning - Crafting your Message Marketing Planning - Crafting your Message Presentation Transcript

  • Marketing &PR Planning
    Clayton Kraby
  • BENEFITS OF PLANNING
    Well Defined Goals
    Focused Resources
    Targeted Audiences
    Defined Strategies
    Measurable Results
    Accountability
  • DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?
  • DEFINE YOUR AUDIENCE
    It’s NOT everybody
    Having too many is as bad as having none
    Focus on niche segments
  • DEFINE YOUR AUDIENCE
    You will usually have multiple target audiences
    Each audience will need a uniquely crafted message
    Audiences are reached in different ways
  • DEFINE YOUR AUDIENCE
  • DEFINE YOUR AUDIENCE
  • DEFINE YOUR AUDIENCE
    Once you focus on a specific audience, determine what you know about them
  • DEFINE YOUR AUDIENCE
  • 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?
  • DEFINE YOUR AUDIENCE
    (For your assignment, you will create a 1 page analysis defining your audience and describing what you know about them)
  • CRAFT YOUR MESSAGEMESSAGES THAT SELL
  • MESSAGES THAT SELL
    Easiest thing for any audience to say is
    No, thank you.
  • MESSAGES THAT SELL
    Concept Description
    Problem Statement
    Overt Benefit
    Reason to Believe
    Call to action
  • CONCEPT DESCRIPTION
  • Get their attention
    CONCEPT DESCRIPTION
  • Answers
    ‘What is it?’
    CONCEPT DESCRIPTION
  • Make Calls from your computer – Free to
    other people
    on Skype and
    cheap to phones
    and mobiles
    around the world
    CONCEPT DESCRIPTION
  • 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
  • Avoid Jargon
    Speak to your Audience
    Identify Benefits
    CONCEPT DESCRIPTION
  • PROBLEM STATEMENT
  • What’s the
    Problem?
    Identify the customer’s
    needs
    People buy emotionally, not intellectually.Get to the emotion behind the benefit. Always.
    PROBLEM STATEMENT
  • Identify the benefit
    What problem do you solve?
    Address this ‘pain point’
    PROBLEM STATEMENT
  • 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
  • PROBLEM STATEMENT
  • OVERT BENEFIT
  • So What?
    How do you solve their problem?
    How do you do it better than their other options?
    OVERT BENEFIT
  • 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
  • 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
  • WHAT NEEDIS SOLVED?
    SecuritySelf-PreservationConvenienceAvoidance of Worry
    Recognition From Others Self-Improvement
  • The Overt Benefit should also describe your unique selling position. How do you it better than your competition?
    OVERT BENEFIT
  • Remember, don’t compete only on price
    OVERT BENEFIT
  • OVERT BENEFIT
  • REASON TO BELIEVE
  • PROVE IT!
    How does your audience know you can do what you say?
    REASON TO BELIEVE
  • Customer Testimonials
    Awards
    Statistics
    Guarantees
    Demonstrations
    REASON TO BELIEVE
  • Substantiate your claims"Lowest prices guaranteed!"
    Or what, you'll apologize?“The best in the industry”
    Why? Says who?
    REASON TO BELIEVE
  • Avoid Jargon or Unclear Statements
    “We use the synchro-static method”
    REASON TO BELIEVE
  • CALL TO ACTION
  • [Don’t put the cart before the horse]
    Your call to action should be after you’ve explained the problem, solution, and benefit
  • Tell Them
    What To Do
    Call Buy Register
    Download Subscribe Donate
    CALL TO ACTION
  • Remind them again right before the call to action
  • Incentivize It
  • Determine the most appropriate call to action
  • Use a sense of urgency
  • MESSAGES THAT SELL
    Concept Description
    Problem Statement
    Overt Benefit
    Reason to Believe
    Call to action
  • WRITTEN MARKETING & PR PLAN
  • TABLE OF CONTENTSEXECUTIVE SUMMARY
    SITUATIONAL ANALYSIS
    ORGANIZATIONAL OBJECTIVE
    STRATEGIES & TACTICS
    BUDGET
  • TABLE OF CONTENTS
    Heading of Each Section ……………………………... PageSubheading if Needed…………………………………… Page
  • 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
  • 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
  • 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
  • SITUATIONAL ANALYSIS
    S.W.O.T ANALYSIS
    STRENGTHS
    WEAKNESSES
    OPPORTUNITIES
    THREATS
  • ORGANIZATIONALOBJECTIVE
  • 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
  • ORGANIZATIONAL OBJECTIVE
    Measurable Outcome
    Time Frame
    Lasting Effect
  • 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
  • STRATEGIES VS. TACTICS
    Strategies
    Broad Goals
    General Ideas
    “Increase awareness”
    Tactics
    Specific Details
    Action Steps
    “Develop brochures”
  • OBJECTIVE
    STRATEGY 3
    STRATEGY 1
    STRATEGY 2
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
  • TACTICS include:
    • Advertising
    • Public Relations
    • Promotions
    • Internal Structuring
  • 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
  • PROGRAMS
    Marketing & PR Programs are the specific, detailed plans for implementing tactics.
    Programs are concerned with budgets, deadlines, resource allocation, manpower, etc.
  • BUDGETING
    Your budget is directly related to your ability to implement strategies, tactics, and programs
  • OBJECTIVE
    STRATEGY 3
    STRATEGY 1
    STRATEGY 2
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
    TACTIC
  • OBJECTIVE
    STRATEGY 1
    STRATEGY 2
    TACTIC
    TACTIC
    TACTIC
  • QUESTIONS?
  • Marketing &PR Planning
    Clayton Kraby