Marketsmarter
fromthepointofchoice
March 27, 2014
<< WELCOME >>
You’re our beta test group
We want your feedback!
#pointofchoice
Remarkable
marketing
focuses on
people … and
how they
choose.
Have you ever gone to the grocery store with a short list
and walked out with a full cart?
The point of choice is based on ACTION …
a decision to choose one way or the other
Why the “point of choice”?
As a marketer, create the idea,
message, visual or
next step that will
inspire that response, t...
So many choices … where to start?
Help them choose you.
Action
Offer
Why
Audiences
At the final point of choice,
what specific action should
your audience take?
Start with …
Who are your audiences?
What is their role
in a decision?
A pharmacist will
drive more sales
through
recommendation
than an individual
who will buy once.
Generations
affect perspective
and
communication
channels
From Inc.
magazine
November
2012
Then consider …
If someone is looking
for what you offer,
where are they looking?
2010 – 5.3
2011 – 10.4
2012 – 16+
Google: Zero Moment of Truth
If they find you…
Will you stand out?
Will they see at a glance
what they’re looking for?
Do you stand out
from the crowd?
How and where
can you influence them
at different levels
of decision?
AIDA
Attention Interest Desire Action
How are you different?
What ideas, services, messages, images
will help you stand out from other
choices your audiences ha...
Attention
Attention
Interest
Interest
Desire
Desire
Action
Action
Use design and
color to grab
attention and
be recognized.
A brand promise
is what your
customers can
count on.
They care about what they get …
not your point of view or a list of stuff you do.
Help first …
be a resource.
Help people
compare,
understand,
take action.
How do you
find the points
of choice that
are right for
you and what
you offer?
Listen to your customers
What comments do you
hear? “I see your trucks
everywhere” or “I couldn’t
find you” or “I couldn’t...
Let’s review
A point of choice is action
• It’s where your target
audiences can respond
to move closer to a final
purchase decision
• T...
You must stand out to engage
• Rise above the chaos
and the competition
with bold design and
clear, simple messages
• Ensu...
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...
Make it easy.
Keep it simple.
Delight your audiences.
Help them choose you.
Your wrap-up checklist
Who are your audiences?
• How do they find you?
• What are they looking for?
• How do you provide w...
Ready to rock your
marketing?
Find your points of choice …
focus your marketing
messages and calls to action
there first. ...
So much to think about!
Stop and breathe … questions?
What’s your next step?
1. Visit our website to download free
guidelines and worksheets to help you
market smarter: creativ...
Follow Jennifer and Creative
Company on Twitter, Facebook,
LinkedIn, Google+
Read our blog at
Optimizemybrand.com and see
...
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, messaging all work together to grab attention and inspire response.

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Market smarter from the point of choice #pointofchoice

  1. 1. Marketsmarter fromthepointofchoice March 27, 2014
  2. 2. << WELCOME >> You’re our beta test group We want your feedback! #pointofchoice
  3. 3. Remarkable marketing focuses on people … and how they choose.
  4. 4. Have you ever gone to the grocery store with a short list and walked out with a full cart?
  5. 5. The point of choice is based on ACTION … a decision to choose one way or the other
  6. 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. 7. So many choices … where to start? Help them choose you.
  8. 8. Action Offer Why Audiences At the final point of choice, what specific action should your audience take?
  9. 9. Start with … Who are your audiences? What is their role in a decision?
  10. 10. A pharmacist will drive more sales through recommendation than an individual who will buy once.
  11. 11. Generations affect perspective and communication channels From Inc. magazine November 2012
  12. 12. Then consider … If someone is looking for what you offer, where are they looking?
  13. 13. 2010 – 5.3 2011 – 10.4 2012 – 16+ Google: Zero Moment of Truth
  14. 14. If they find you… Will you stand out? Will they see at a glance what they’re looking for?
  15. 15. Do you stand out from the crowd?
  16. 16. How and where can you influence them at different levels of decision?
  17. 17. AIDA Attention Interest Desire Action
  18. 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. 19. Attention
  20. 20. Attention
  21. 21. Interest
  22. 22. Interest
  23. 23. Desire
  24. 24. Desire
  25. 25. Action
  26. 26. Action
  27. 27. Use design and color to grab attention and be recognized. A brand promise is what your customers can count on.
  28. 28. They care about what they get … not your point of view or a list of stuff you do.
  29. 29. Help first … be a resource. Help people compare, understand, take action.
  30. 30. How do you find the points of choice that are right for you and what you offer?
  31. 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. 32. Let’s review
  33. 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. 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. 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. 36. Make it easy. Keep it simple. Delight your audiences. Help them choose you.
  37. 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. 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. 39. So much to think about! Stop and breathe … questions?
  40. 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. 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.
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