Be On Target Ideas Workshop For Ncge Flying Start


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Be On Target Ideas Workshop For Ncge Flying Start

  1. 2. Be on target: My guarantee to you: Everyone of you will get an ‘aha’ moment Everyone will have at least three ‘takeaways’ Everyone of you will ‘benefit from’ this. Copyright 2009 ©
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  5. 7. What kind of person am I? Dan Sodergren: Motivational, marketing, man. Copyright 2009 ©
  6. 8. What kind of person are you? ‘ Know thyself’ Socrates – 409 BC Copyright 2009 ©
  7. 9. What kind of marketing person are we? Put the following 5 animals in the order of your preference. Cow Tiger Sheep Horse Pig This will define your priorities in your life. Copyright 2009 ©
  8. 10. Put the following 5 animals in the order of your preference. Cow Signifies CAREER Tiger Signifies PRIDE Sheep Signifies LOVE Horse Signifies FAMILY Pig Signifies MONEY
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  12. 15. Now this shows us values. Write down your favourite animal on one side of A4 nice and BIG. Hold it up. Ok let’s move about a bit. Get into groups of three or four. Try to find people who share the same animal 1 st choice as you. Copyright 2009 ©
  13. 16. Ok introduce yourself To your new work partners ‘ Know someone else’ Sodergren 2009 – B D Copyright 2009 ©
  14. 17. People ARE different
  15. 18. People think differently <ul><li>In your pairs…..or 3’s or 4’s. </li></ul><ul><li>One be A </li></ul><ul><li>One be B </li></ul><ul><li>One be C </li></ul><ul><li>One be D (if you have enough people  ) </li></ul><ul><li>Think………. </li></ul><ul><li>Who went first? </li></ul><ul><li>Who decided and why? </li></ul><ul><li>What if B goes first? </li></ul><ul><li>When are you happiest? Ask 2 B’s </li></ul><ul><li>Favourite colours and why? Pick on 2 A’s </li></ul><ul><li>What motivates you? Challenge 2 C’s. </li></ul>
  16. 19. How are WE going to do this. <ul><li>Using your minds – thinking more than usual </li></ul><ul><li>Look after yourselves – this is NEW information. </li></ul><ul><li>Drink water, stretch, walk about if need be. </li></ul><ul><li>We learn better when we RELAX. </li></ul><ul><li>So Reeellllaaaaxxxx….. </li></ul><ul><li>There may NOT be any notes…so… </li></ul><ul><li>Take notes – don’t rely on my handwriting! </li></ul><ul><li>Remember we are all at different levels of business owning – i.e. some not started yet. </li></ul><ul><li>You will all have great ideas so write them down. </li></ul><ul><li>There is a LOT of learning and it works! </li></ul><ul><li>Turn to the person next to you. </li></ul><ul><li>And say – I like you. Let’s do this…. </li></ul><ul><li>So let’s go…… this. </li></ul>Copyright 2009 ©
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  20. 23. Be on target: First things first Research your market What have you done to research your idea? Copyright 2009 ©
  21. 24. The power of market research: <ul><li>Have you asked the world what it wants? </li></ul><ul><li>A friend of mine had an idea for a good food restaurant. </li></ul><ul><li>The restaurant would cook food, beautiful food, from every corner of the world. His idea was that everyone loved food. </li></ul><ul><li>And he would serve every type of food for them. For every type of person. </li></ul><ul><li>You would have a Japanese starter, a Mexican main and an English desert. </li></ul>
  22. 25. Did this restaurant work?
  23. 26. Did this restaurant work? <ul><li>I would guess we all guessed it didn’t: Why not? </li></ul><ul><li>He never asked the people in the locality if they wanted it. </li></ul><ul><li>This restaurant could have worked somewhere. </li></ul><ul><li>But his other mistake was… </li></ul><ul><li>He wanted to market to every person no matter what age, sex or race they were. </li></ul><ul><li>And no one has enough money to market to everyone. </li></ul><ul><li>It is easy to be critical of the idea. </li></ul><ul><li>But maybe we miss the point. </li></ul>
  24. 27. His creative idea failed… <ul><li>Why? </li></ul><ul><li>He never did any market research before he started. </li></ul><ul><li>Have we asked our potential customers if they really want what we have created? </li></ul><ul><li>How many have we asked? Can we ask them again? </li></ul><ul><li>Market research is NOT to our friends and family! </li></ul><ul><li>But done in the real world which says NO </li></ul><ul><li>Occasionally. </li></ul><ul><li>And when the world says NO, we say YES! </li></ul><ul><li>As we have just learned what they might want. </li></ul>
  25. 28. The power of market research: <ul><li>What questions have you asked already? </li></ul><ul><li>In your group explain the market research you have done - to the others in your group. </li></ul><ul><li>D’s go first! If you’ve got one </li></ul><ul><li>Then C’s </li></ul><ul><li>Then B’s </li></ul><ul><li>Then A’s </li></ul><ul><li>And if you haven’t done any – then let them come up with some questions you can ask the world. </li></ul><ul><li>Write down a goal of what you shall do this week to help with your market research. </li></ul>
  26. 29. How can we research? <ul><li>Could you do competitor analysis…. </li></ul><ul><li>Yes – everyone does this first. </li></ul><ul><li>Could you do Mintel and Keynotes to see the size of the industry and growth patterns? </li></ul><ul><li>Maybe – but sometimes creative industries too small for this to be worth while. </li></ul><ul><li>Could you do some face to face research with your target demographic? </li></ul><ul><li>Yes – but this can be scary. </li></ul><ul><li>How else can we market research? </li></ul>
  27. 30. What about the Tinterweb? <ul><li>Ask Google what people are searching for: </li></ul><ul><li>What keywords are people searching for right now? </li></ul><ul><li>Researching your keywords </li></ul><ul><li>Google keywords analysis: </li></ul><ul><li> </li></ul><ul><li>SEO tool book </li></ul><ul><li> </li></ul><ul><li>You can also use things like: </li></ul><ul><li>WordTracker and Keyword Discovery – amongst others. </li></ul>
  28. 32. What about the Tinterweb? <ul><li>Ask Google what people used to search for: </li></ul><ul><li>What keywords are going up / going down? </li></ul><ul><li>Researching your keywords trends: </li></ul><ul><li>Google trends / zeitgeist: interesting </li></ul><ul><li> </li></ul><ul><li>New is Google insights: even more fun </li></ul><ul><li> </li></ul>
  29. 35. What about over time? Never presume: Today’s markets will last forever What about in the past? Copyright 2009 ©
  30. 37. What about by region and new phrases? What about for financial advice? Copyright 2009 ©
  31. 39. What about the trends in just the UK? What about for financial advice? Copyright 2009 ©
  32. 41. I know! But this is relevant to all ideas! As it shows you more information in a minute – than we used to get in a year! Copyright 2009 ©
  33. 42. What else could we use to trend watch? And why trend watch in the first place? The difference between ‘ want and need.’ Copyright 2009 ©
  34. 43. Web 2.0 <ul><li>Web 1.0 was about connecting people to information. </li></ul><ul><li>Now with web 2.0 its about connecting people with people. </li></ul><ul><li>Social networking and web 2.0 tools are a double edged sword. </li></ul><ul><li>As marketing legend Seth Godin puts it: </li></ul><ul><li>The best new media (like blogs and possibly twitter) open doors to people who didn't used to have a voice. </li></ul><ul><li>The worst ones (like blogs and possibly twitter) merely create new venues for scams and senseless yelling. </li></ul><ul><li>It is this ‘voice’ that we can start to listen to…. </li></ul>Copyright 2009 ©
  35. 44. Web 2.0 <ul><li>So how could we listen to them? </li></ul><ul><li>Maybe set up a group of facebook and see reaction? </li></ul><ul><li>Why? People spend 3x’s amount of time on facebook than Google. </li></ul><ul><li>Users spent an average of 5 hours, 46 minutes on Facebook in the month of August. </li></ul><ul><li>Maybe listen through Twitter? </li></ul><ul><li> </li></ul><ul><li>It’s audience is growing and growing especially below the 35 year age group. </li></ul><ul><li>Maybe see how many people blog about it? </li></ul><ul><li> </li></ul>Copyright 2009 ©
  36. 45. How are you going to listen? How are you going to spot where your idea might go? How are you going to make your choice? Discuss in your groups. Copyright 2009 ©
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  40. 50. Who do you listen to? Who is your idea’s potential market place? Everyone? Copyright 2009 ©
  41. 51. Great ideas are Guerrilla <ul><li>Think….. </li></ul><ul><li>Warfare…. </li></ul><ul><li>Who were known as guerrilla fighters? </li></ul><ul><li>ninjas vs. samurai, </li></ul><ul><li>The freedom fighters of Cuba, </li></ul><ul><li>The Viet cong vs. the Americans, </li></ul><ul><li>The Jedi knights vs.. the Imperial forces. </li></ul><ul><li>Basically those with no money vs. those with </li></ul><ul><li>Which ones are we…..? </li></ul>
  42. 52. The Psychological Principles of Guerrilla Marketing: <ul><li>Commitment and effort, </li></ul><ul><li>Simplicity and niche </li></ul><ul><li>Knowing your customer (market research) </li></ul><ul><li>Psychology and clever language use, </li></ul><ul><li>Rewards and profit. </li></ul><ul><li>Patience. </li></ul><ul><li>The last being the most important due to human buying psychology. </li></ul>
  43. 53. Guerrilla marketing (GM) <ul><li>What is the most important quality for a GM? </li></ul><ul><li>According to the fore father (Jay Conan Livingston) it is </li></ul><ul><li>Patience….. </li></ul><ul><li>Why? </li></ul><ul><li>How many times to do you think it takes for someone to see your offer and want to buy from you? On average..? </li></ul><ul><li>Vote now…… </li></ul><ul><li>From total apathy to buying the product or service it takes 9 times… </li></ul><ul><li>The bad news is for every 3 times, your customer on average only listens only once. So….. </li></ul>
  44. 54. When do people buy into an idea? 1 time = 3 times – nothing 2 times = 6 times - nothing 3 times = 9 times - I have heard of you (marketing starts to work) 4 times = 12 times – You must be doing something right (most people give up then i.e. as no one buys)
  45. 55. <ul><li>5 times = 15 times - I like the product, you like me, you investing in me with time. </li></ul><ul><li>6 times = 18 times – When you think ‘When might I like to make the purchase?’ </li></ul><ul><li>7 times = 21 times – How can I buy it? </li></ul><ul><li>8 times = 24 times – Why shouldn’t I? </li></ul><ul><li>9 times = 27 times – When you buy it…..   </li></ul>When do people buy?
  46. 56. SO how is this relevant? We must stay on target!
  47. 57. If we are having to connect with someone many times, we MUST narrow down the number of people.
  48. 58. Target demographic <ul><li>Remember the restaurant. </li></ul><ul><li>Remember your target demographic. </li></ul><ul><li>And if you don’t have one: </li></ul><ul><li>Let’s get you one. </li></ul><ul><li>Split it by: </li></ul><ul><li>sex, </li></ul><ul><li>race, </li></ul><ul><li>age, </li></ul><ul><li>wage, </li></ul><ul><li>location, </li></ul><ul><li>buying power, </li></ul><ul><li>decisions. </li></ul>Copyright 2009 ©
  49. 59. Draw your target demographic .
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  53. 64. Focus groups <ul><li>Now you have a target demographic / or two… how can we get their opinions? </li></ul><ul><li>How can you create your own focus group? </li></ul><ul><li>How will you create your own focus groups? </li></ul><ul><li>C’s ask A and B how you could do this. </li></ul><ul><li>Then swap around and take turns. </li></ul>
  54. 65. Focus groups <ul><li>What would make people come to your focus group for your idea? </li></ul><ul><li>Could you create focus group online? </li></ul><ul><li>Are their other groups you could hijack? </li></ul><ul><li>Where do your target demographic naturally form? </li></ul><ul><li>Are they social, do they congregate in groups? </li></ul><ul><li>Are they loners or difficult to get at? </li></ul><ul><li>How might this change your idea? </li></ul>
  55. 66. Brainstorm time: What questions should you ask?
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  59. 71. What will be your 5 steps to market researching?
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  63. 76. Ok let’s presuppose we have a great idea <ul><li>There is a market for it. </li></ul><ul><li>There is a buying demographic for it. </li></ul><ul><li>We know where it is. </li></ul><ul><li>What do we want to say to them? </li></ul><ul><li>Even when we are not there. </li></ul><ul><li>In their subconscious. </li></ul><ul><li>It is 5 times harder to establish an idea that people don’t understand </li></ul><ul><li>Or a brand they do not intrinsically ‘get’. </li></ul>
  64. 77. What are your idea’s values? Write them down.
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  68. 81. What are your idea’s (USP) Unique Selling Points? Write them down
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  72. 86. What is your idea’s (POD) point of differential? Write it down
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  76. 91. Ok let’s presuppose <ul><li>We have some great USP’s – which we have market researched and our target demographic like them. </li></ul><ul><li>And a POD to die which our customers / consumers will learn quickly and easily. </li></ul><ul><li>What does your target demographic want from you? </li></ul><ul><li>What can you tell them to have them love you? </li></ul>
  77. 92. How can we communicate this through our brand? We have 5 ways.
  78. 93. Brands <ul><li>Brands </li></ul><ul><li>Brands are made up of several elements. </li></ul><ul><li>Some obvious i.e. conscious </li></ul><ul><li>And each one of them important subconsciously. </li></ul><ul><li>They are: </li></ul><ul><li>Your name: The importance of a name. </li></ul><ul><li>Your logo: And how a logo can change your company. </li></ul><ul><li>Your Id: The power of colours. </li></ul><ul><li>A tag-line: Why have a strap line work for you. </li></ul>
  79. 94. Brand – psychology of colours, logos, name etc <ul><li>Name first: </li></ul><ul><li>Can we think of any famous ones? </li></ul><ul><li>What do these companies do? </li></ul><ul><li>Who has a business name? </li></ul><ul><li>Why does it work? Does it work? </li></ul><ul><li>Have you market researched it? </li></ul><ul><li>Market research and monitoring are the cornerstones of any modern success mechanism for any new idea. </li></ul><ul><li>Is it good for SEO? Search engine optimisation? </li></ul><ul><li>Have you googled it? </li></ul>
  80. 95. What new name can your partner / group create for your idea? Take it in turns.
  81. 96. <ul><li>Logos – the power of ID. </li></ul><ul><li>We all know these……. </li></ul><ul><li>But how much did it cost so that we did? </li></ul><ul><li>And why do they work? </li></ul><ul><li>Discussion time </li></ul>The logos that make a company
  82. 97. <ul><li>Telecoms monolith BT decided to change its old logo in the 80’s </li></ul><ul><li>New logo hated by all. The Sun , as we recall, was moved to emblazon its front page with &quot;BT blows £5m on trumpet!&quot; </li></ul><ul><li>In fact, the eventual cost of the discordant fanfare was a cool £50 million and heralded mass redundancies at the company </li></ul><ul><li>Why does the last logo work so well? </li></ul>The logos that ruined a company
  83. 98. Can we all see the power of the wrong logo? Losing £50 million
  84. 99. What would be the right logo for an anti hair-loss shampoo? The products called Hairsense (I preferred Hairactiff) But that’s market research for you.
  85. 100. You choose Logo 1
  86. 101. You choose Logo 2
  87. 102. You choose Logo 3
  88. 103. You choose Logo 4
  89. 104. You choose Logo 1
  90. 105. You choose Logo 2
  91. 106. You choose Logo 3
  92. 107. You choose Logo 4
  93. 108. Which one did you like? Vote time! And why did you like that one?
  94. 109. What can we use / do better? Our brands colour
  95. 110. What can we use / do better? Our brands’ actual colour What should it be? Our favourite colour?
  96. 111. No!
  97. 112. Workshop on branding: <ul><li>What’s in a colour? </li></ul><ul><li>Black </li></ul><ul><li>Black is the color of authority and power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Black also implies submission. Priests wear black to signify submission to God. </li></ul><ul><li>White </li></ul><ul><li>Brides wear white to symbolize innocence and purity . White reflects light and is considered a summer color. White is light, neutral, and goes with everything. Doctors wear white to imply sterility. </li></ul>
  98. 113. Workshop on branding: <ul><li>What’s in a colour? </li></ul><ul><li>Red </li></ul><ul><li>The most emotionally intense color , red stimulates a faster heartbeat and breathing. It is also the color of love. In decorating, red is used as a appetite stimulant (look at curry houses) Red cars are stolen the most. </li></ul><ul><li>Blue </li></ul><ul><li>Peaceful, tranquil blue causes the body to produce calming chemicals , so it is often used in bedrooms. Blue can also be cold and depressing . Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty . </li></ul>
  99. 114. Workshop on branding: <ul><li>What’s in a colour? </li></ul><ul><li>Yellow </li></ul><ul><li>Cheerful sunny yellow is an attention getter. An optimistic color , yet people lose their tempers more often in yellow rooms, and babies will cry more. </li></ul><ul><li>Yellow enhances concentration , hence its use for legal pads. It also speeds the metabolism. </li></ul><ul><li>Brown </li></ul><ul><li>Solid, reliable brown is the color of earth and is abundant in nature. Light brown implies genuineness while dark brown is similar to wood or leather. Men are more apt to say brown is one of their favorite colors . </li></ul>
  100. 115. GOOGLE the psychology of colours Do this when you get home. Write it down. And align your colours to your company’s USP’s and values.
  101. 116. <ul><li>Think </li></ul><ul><li>Why are these logos these colours? </li></ul><ul><li>Is it by accident? </li></ul><ul><li>Is this obsessive attention to detail? </li></ul><ul><li>Do different colours really work? </li></ul>Now we know about colours
  102. 117. Which one would you vote for? <ul><li>How does each of these make you feel? </li></ul><ul><li>Why? Can you verbalise it? </li></ul><ul><li>Which ones should Hair and Scalp go for? </li></ul><ul><li>What makes the difference? </li></ul><ul><li>What is the question we should be really asking… </li></ul>
  103. 118. Do THEY like it – and WHO are they!! <ul><li>Who are they? </li></ul><ul><li>Who are the target demographic ? </li></ul><ul><li>For this product – it was surprising. </li></ul><ul><li>40% men. </li></ul><ul><li>60% women. </li></ul><ul><li>70% white, 30% BEM. </li></ul><ul><li>70% under 40. </li></ul><ul><li>Most earning more than £40,000 a year. </li></ul><ul><li>More than half living in London. </li></ul>
  104. 119. After asking 600 people of the client’s target demographic: The one voted the most for was:
  105. 120. This one
  106. 121. And here’s the product.
  107. 122. But do different colours really work?
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  111. 127. Yes!
  112. 128. Straplines: <ul><li>What’s a strap line? Or a tagline? </li></ul><ul><li>This is something that goes after the logo – which people associate with your brand as much as the logo – but no more than the name. </li></ul><ul><li>McDonalds – I’m loving it. </li></ul><ul><li>They can be changed and they give an emotional response or channel for your offering. </li></ul><ul><li>They can be used to change your market position rather than your whole brand i.e. </li></ul><ul><li>Easyjet - no longer the UK’s favourite low cost airline  </li></ul>
  113. 129. Straplines: <ul><li>How can we use strap lines ? </li></ul><ul><li>You can use them to express your market position. </li></ul><ul><li>Using humour or alliteration tends to cheaper the value associated with the company. </li></ul><ul><li>Using statements works well i.e. you’ve got great taste. </li></ul><ul><li>Try to always add something with your strapline – not just explain. </li></ul><ul><li>They can create emotions and so are useful. </li></ul><ul><li>Remember if we have ‘their’ attention – let’s keep it and use it to our advantage. </li></ul><ul><li>Let’s think of one for one company in particular. </li></ul>
  114. 130. The power of your brand: <ul><li>Why is brand so important? </li></ul><ul><li>When you have a strong brand with all the different elements based on psychology and market research and NOT your own feelings, then this brand extends into all your marketing materials. </li></ul><ul><li>And remember the psychology of colours in ALL of these moments. </li></ul><ul><li>What happens when it goes wrong? </li></ul><ul><li>What will happen when you get it all right? </li></ul>
  115. 131. Be on target: By the end of the session we want to have a starting point for your brand, your USP’s worked into your brand, a complete market research idea; including questions for a focus group of your target demographic. Copyright 2009 ©
  116. 132. Have we got that? Copyright 2009 ©