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Market smarter from the point of choice #pointofchoice
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Market smarter from the point of choice #pointofchoice

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Be a smarter marketer when you focus your marketing at the point of choice. This webinar guides you to the essential elements that will help you be a more effective marketer. Branding, design, …

Be a smarter marketer when you focus your marketing at the point of choice. This webinar guides you to the essential elements that will help you be a more effective marketer. Branding, design, messaging all work together to grab attention and inspire response.

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Transcript

  • 1. Marketsmarter fromthepointofchoice March 27, 2014
  • 2. << WELCOME >> You’re our beta test group We want your feedback! #pointofchoice
  • 3. Remarkable marketing focuses on people … and how they choose.
  • 4. Have you ever gone to the grocery store with a short list and walked out with a full cart?
  • 5. The point of choice is based on ACTION … a decision to choose one way or the other
  • 6. Why the “point of choice”? As a marketer, create the idea, message, visual or next step that will inspire that response, that choice.
  • 7. So many choices … where to start? Help them choose you.
  • 8. Action Offer Why Audiences At the final point of choice, what specific action should your audience take?
  • 9. Start with … Who are your audiences? What is their role in a decision?
  • 10. A pharmacist will drive more sales through recommendation than an individual who will buy once.
  • 11. Generations affect perspective and communication channels From Inc. magazine November 2012
  • 12. Then consider … If someone is looking for what you offer, where are they looking?
  • 13. 2010 – 5.3 2011 – 10.4 2012 – 16+ Google: Zero Moment of Truth
  • 14. If they find you… Will you stand out? Will they see at a glance what they’re looking for?
  • 15. Do you stand out from the crowd?
  • 16. How and where can you influence them at different levels of decision?
  • 17. AIDA Attention Interest Desire Action
  • 18. How are you different? What ideas, services, messages, images will help you stand out from other choices your audiences have? Why should they choose you?
  • 19. Attention
  • 20. Attention
  • 21. Interest
  • 22. Interest
  • 23. Desire
  • 24. Desire
  • 25. Action
  • 26. Action
  • 27. Use design and color to grab attention and be recognized. A brand promise is what your customers can count on.
  • 28. They care about what they get … not your point of view or a list of stuff you do.
  • 29. Help first … be a resource. Help people compare, understand, take action.
  • 30. How do you find the points of choice that are right for you and what you offer?
  • 31. Listen to your customers What comments do you hear? “I see your trucks everywhere” or “I couldn’t find you” or “I couldn’t find what I needed on your website” or “when I toured the campus I knew” …
  • 32. Let’s review
  • 33. A point of choice is action • It’s where your target audiences can respond to move closer to a final purchase decision • To find the points of choice you must first know your audiences, then match your message with what they’re looking for … where they’re looking
  • 34. You must stand out to engage • Rise above the chaos and the competition with bold design and clear, simple messages • Ensure your audiences can quickly see “what’s in it for me?” • Don’t make them search or think, be direct and clear
  • 35. Lead them to the next step • At a glance, what’s the call to action, or the next step to take? • Don’t leave them thinking “so what?” • Clear up confusion, address concerns, help them choose
  • 36. Make it easy. Keep it simple. Delight your audiences. Help them choose you.
  • 37. Your wrap-up checklist Who are your audiences? • How do they find you? • What are they looking for? • How do you provide what they’re looking for … in their terms, from their point of view? Where do they choose? • What are the critical decision points? • What gets their attention? • How do you answer their questions? • Have you answered “what’s in it for me?”
  • 38. Ready to rock your marketing? Find your points of choice … focus your marketing messages and calls to action there first. Get BIG response.
  • 39. So much to think about! Stop and breathe … questions?
  • 40. What’s your next step? 1. Visit our website to download free guidelines and worksheets to help you market smarter: creativeco.com/resources 2. I can work with your team to find your critical points of choice. 2 hours for $200 3. Or talk to me about marketing coaching or refocusing your marketing strategy.
  • 41. Follow Jennifer and Creative Company on Twitter, Facebook, LinkedIn, Google+ Read our blog at Optimizemybrand.com and see our work on our website at creativeco.com Questions? Comments? Requests? Email me at jlmorrow@creativeco.com Thank you! Please fill out the survey and let us know your thoughts. The recording will be coming to you soon. Watch your email for our next webinar.