12. Customers / audiences SOURCES OF NEW AUDIENCES: one-time attendees multiple/repeat attendees subscribers/members group attendees future attendees Define ‘New’
13. Situation analyses 1. THE ENVIRONMENTAL ANALYSIS, where you examine issues effecting the economy and society, and look at demographic trends. 2. THE COMPETITIVE ANALYSIS, where you see the competition through your customers’ eyes, and objectively assess their strengths and weaknesses. 3. THE S.W.O.T. ANALYSIS, where you impartially assess your organization’s strengths and weaknesses, and the external opportunities and threats facing the organization, again, through your customers’ eyes.
14. Mission statement A good mission statement should answer three questions for your organization: 1. What are we here to do? (Statement of Purpose) 2. Where is the organization heading? (Statement of Ambition) 3. What values do we hold dear? (Statement of Values) COMMON PROBLEMS: Vague and obtuse Too philosophical or abstract Too broad or narrow Too category - focused (describes dance, theater or music, etc.) Not unique or distinctive Insider-focused
15.
16. SOURCES OF NEW PRODUCTS 1. Acquisitions 2. Joint ventures 3. Existing product expansion 4. Line extensions 5. New to the company or world 6. New markets or channels (new targets or places) 7. Licensing NEW PRODUCT DEVELOPMENT 1. Strategic role determination 2. Customer needs/wants 3. Idea generation 4. Concept development & screening 5. Customer feedback and priority 6. Development and final testing 7. Roll out to customers
17. Place: The Urban Dimension Territorial approach: zoning Diversified cultural environments (Jacobs) Social integration/identification (‘belonging’) and distinction(Bourdieu/Florida) Integrated approach: Physical: bricks and mortar Social Infrastructure: networking Conceptualisation /re-evaluation
18. Price RAISE PRICES TO: INDICATE SELECTIVITY; INCREASE PERCEIVED VALUE; OFFSET COST OF ADD-ONS; AND ATTRACT OLDER, AFFLUENT AUDIENCE LOWER PRICES TO: ATTRACT LIGHT USERS; INCREASE ACCESS; INTRODUCE A NEW PRODUCT; CATER TO STUDENTS, SENIORS, LOW-INCOME SEGMENTS; ATTRACT FAMILIES WITH CHILDREN; REWARD LOYAL CUSTOMERS. (INCLUDES DISCOUNTS, DEALS, REBATES AND SUBSCRIPTION RATES)
19. Powerful & Persuasive Messages 3 Key Drivers: An intimate understanding of the target. 2. A product that is positioned to take advantage of a customer’s need or want. 3. A communications strategy that answers the question: “How do we sell this thing?”
20. KYC: Know Your Customer Market segmentation: “You may please all of the people some of the time, you may even please some of the people all of the time, but you can’t please all of the people all of the time.”
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