SWOT analysis and copyUnderstand the business model• Development and implementation
ConsumerDefining the needs of the user (targeting)
CostWhat are the consumer’s cost involved withacquisition or change?
Communication• Advertising• Public relations• Personal selling
Convenience• Ease of buying• Ease in acquiring information aboutproduct• Channel (s)
Marketing strategiesBased on 4 types of business:• Leader• Challenger• Follower• Nicher
Marketing strategies• Customer segments• Value proposition• Channels• Customer relationships
Customer Segments• Mass market• Niche market• Segmented• Diversified• Multi-sided
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…”
Channels• Personal sales• Web sales• Bricks and mortar• Partner stores (VARs)• Wholesalers
Channel phases – how and what?• Awareness• Evaluation• Purchase• Delivery• After-sales service
Customer relationships1. Personal assistance2. Dedicated personal assistance3. Self-service4. Automated services5. Communities6. Co-creation
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
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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Targeting through headlines• Not “do you want?”but• Which of these do you want?
Targeting through headlines• eliminating the "risk of loss" is even moreattractive to the reader than the "prospectof gain."
How many of these headlines are questions?• ask a question – “Do you have…?”• excite curiosity - “How to …”• issue a challenge – “Can you get…”
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
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create branded languageWhat we do For whomhowUnique selling proposition
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