Copywriting iii marketing strategy may 2013

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Copywriting iii marketing strategy may 2013

  1. 1. Copywriting III
  2. 2. Copywriting IIIA few things you need to know:• Kevin O’Doherty kevin@odoherty.info• Shirin Khosravaneh celiberal@georgebrown.ca• Notes on Slideshare• Marks available 1 week after the end of class
  3. 3. Course Outcomes
  4. 4. Course Outline
  5. 5. Course outline and objectivesStrategy Direct Mail Web copy Public relations
  6. 6. Marketing PlanThe ten step marketing plan overviewAre you kidding? This again?
  7. 7. Actually marketing strategy1. Where are we now2. Where do we want to go3. How can we go there4. How can we control it
  8. 8. Integration of marketing, advertising and pr“The consumer owns the brand”So stop sending mixed messages
  9. 9. Filling market needsand reaching marketing objectivesSpecific tactics are an outgrowth of the overall plan
  10. 10. Marketing tacticsCRMLanding pagesDirect marketingSearch engine advertisingPublic relations
  11. 11. Marketing strategiesAll marketing strategies are dynamic
  12. 12. Marketing strategies changeBecause of changes to:• Market dynamics patterns including seasonality• Customers - demographics, market segment,target markets, needs, buying decisions• Product - whats out there now, whats thecompetition offering• Sales targets and benchmarks
  13. 13. Shifting gearsCCCCPPPPProductPricePromotionPlaceConsumerCostCommunicationConvenience
  14. 14. SWOT analysisstrengthsweaknessesopportunitiesthreats
  15. 15. SWOT analysis and copyUnderstand the business model• Development and implementation
  16. 16. ConsumerDefining the needs of the user (targeting)
  17. 17. CostWhat are the consumer’s cost involved withacquisition or change?
  18. 18. Communication• Advertising• Public relations• Personal selling
  19. 19. Convenience• Ease of buying• Ease in acquiring information aboutproduct• Channel (s)
  20. 20. Marketing strategiesBased on 4 types of business:• Leader• Challenger• Follower• Nicher
  21. 21. Marketing strategies• Customer segments• Value proposition• Channels• Customer relationships
  22. 22. Customer Segments• Mass market• Niche market• Segmented• Diversified• Multi-sided
  23. 23. Value proposition• Accessibility “build a diversified investment portfolio”• Newness “get the latest smart phone”• Performance “More powerful, faster”• Customization “A plan built for you”• “get the job done” “Let us worry”• Design “Stand out in a crowd”• Status “A special sense of belonging”• Price “No frills”• Cost reduction “Turnkey solution”• Risk reduction “Guarantee”• Usability “Download right from your phone…”
  24. 24. Channels• Personal sales• Web sales• Bricks and mortar• Partner stores (VARs)• Wholesalers
  25. 25. Channel phases – how and what?• Awareness• Evaluation• Purchase• Delivery• After-sales service
  26. 26. Customer relationships1. Personal assistance2. Dedicated personal assistance3. Self-service4. Automated services5. Communities6. Co-creation
  27. 27. The Marketing Plan1. Assess the market2. Target your customers3. Set clear goals4. Determine a budget5. Clarify your position6. Create key messages7. Select your media8. Build a marketing dashboard
  28. 28. Your customers• What do they care about?• What is the biggest problem they face?• How can you help them solve it?
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  30. 30. Targeting through headlines• Not “do you want?”but• Which of these do you want?
  31. 31. Targeting through headlines• eliminating the "risk of loss" is even moreattractive to the reader than the "prospectof gain."
  32. 32. How many of these headlines are questions?• ask a question – “Do you have…?”• excite curiosity - “How to …”• issue a challenge – “Can you get…”
  33. 33. Set clear goals - Objectives and bottom line Specification of a product or a service so that itis understood by the right target audience Promotion of a product or a service so that theappropriate target audience makes an order Creation of interest and demand on theshopper’s side Building awareness of products and services Building the right company and brand image
  34. 34. Luxury, performance or safety?• Enjoy bold, spirited styling with an air ofsleek confidence• Raw power is unleashed precisely througha short-throw, 6-speed manual…• Preventative safety features like DynamicStability and Traction Control (DSTC) helpyou, the driver, avoid accidents by evadingthem
  35. 35. Creating brand identitycreativeindependentemotionalconscientiousruggedfriendlystabletraditionalA leaderadventurousproudmalesmales malesfemalesfemalesfemales
  36. 36. create branded languageWhat we do For whomhowUnique selling proposition
  37. 37. Key message (s)What is the one thing I want my audience to know?Concise: avoid jargon and acronymsActive: make every sentence activePositive: talk about what you can do, not what you cantShort: one memorable sentence, 10-15 seconds to say.Specific: address a particular challenge and audience
  38. 38. Marketing Dashboard

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