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Micromarketing Strategies - NHCWIB


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Micromarketing Strategies - NHCWIB

  1. 1. Welcome to   Micromarketing Strategies Make Micromarketing Real & Actionable for 2010
  2. 2. How can micro be so big?  <ul><li>Today We’ll be Covering: </li></ul><ul><ul><li>What Micromarketing Means to You </li></ul></ul><ul><ul><li>Campaign Anchor Points </li></ul></ul><ul><ul><li>Creating Successful Campaigns </li></ul></ul><ul><ul><li>Accessible for 2010 </li></ul></ul><ul><ul><li>NHCWIB Micromarketing Campaign </li></ul></ul>
  3. 3. Every Business has at least 100 different things to market.
  4. 4. Restaurant <ul><li>Your menu. </li></ul><ul><li>Your signature dish , dish du jour, or any dish in your menu. </li></ul><ul><li>A recipe we'll remember you for, even if it's not on your menu. </li></ul><ul><li>Your beautiful location. </li></ul><ul><li>Or convenient location. </li></ul><ul><li>Or good old location, where you've been an institution for the past __ years. </li></ul><ul><li>Or your new location. Launches always make good ripples. </li></ul><ul><li>Your name - what it means, how you got it, why... </li></ul><ul><li>Your history. </li></ul><ul><li>The inspiration for your cuisine - a region, or person, story, movie, song... </li></ul><ul><li>A cause, or non-profit, you support </li></ul><ul><li>Your waiters - maybe they're all blondes, or it's their uniform, or just good old fashioned service. </li></ul><ul><li>Your chef. Celebrity chef, guest chef, gorgeous chef, chef who comes out and meets the guests. </li></ul><ul><li>An ad you ran. </li></ul><ul><li>Your website. </li></ul><ul><li>Your guest list. Maybe Britney Spears is a regular? </li></ul><ul><li>Happy hour. Or Happy Day. </li></ul><ul><li>Your bar menu. </li></ul><ul><li>Or tasting menu. </li></ul><ul><li>Your wine list or specialty cocktails or BYOB. </li></ul><ul><li>How you prepare your food. </li></ul><ul><li>Where you source your ingredients. </li></ul><ul><li>How you train your staff. </li></ul><ul><li>Your prices. </li></ul><ul><li>The ambience that's uniquely yours. </li></ul><ul><li>The furniture, flat screens, or pool table. </li></ul><ul><li>The architecture. </li></ul><ul><li>The decor. </li></ul><ul><li>The day of the week when you'd most like us to visit. </li></ul><ul><li>A special promo. </li></ul><ul><li>An event you're hosting. </li></ul><ul><li>Your appetizers. </li></ul><ul><li>Your deserts. </li></ul><ul><li>The nutritional value of your food. </li></ul><ul><li>Your members-only, or rewards, or kids eat free offerings. </li></ul><ul><li>Your child-friendly environment. </li></ul><ul><li>Your couple-friendly environment. </li></ul><ul><li>Your business-friendly environment. </li></ul><ul><li>Your just plain friendly environment. </li></ul><ul><li>Your hours of operation. </li></ul><ul><li>Your entertainment value. </li></ul><ul><li>A song that goes exceptionally well with your food </li></ul><ul><li>The autumn leaves, or snow, that falls more magically from your windows. </li></ul><ul><li>A hero you're enthralled with, that many others are also enthralled with. </li></ul><ul><li>(Or conversely, a villain you and many others detest). </li></ul>
  5. 5. Marketing Campaigns <ul><li>Identify Target Audience </li></ul><ul><li>- Who are you marketing to? </li></ul><ul><li>2.  Solutions or Gap Filling </li></ul><ul><li>        - What do you do for the customer? </li></ul><ul><li>3. Determine Added Value </li></ul><ul><li>         - How does that make a difference? </li></ul><ul><li>4. Your Differentiation Point </li></ul><ul><li>          - What makes you different? </li></ul><ul><li>5. Call to Action </li></ul><ul><li>         - What do you want the audience to do? </li></ul><ul><li>  </li></ul>
  6. 6. Get Started: Anchor Points <ul><li>Pick a point to build your campaign around: </li></ul><ul><li>About Your Business </li></ul><ul><li>Target Audience </li></ul><ul><li>To Solve A Problem </li></ul>
  7. 7. Target Audiences Audience 1 Audience 2 Tri-state Business Solutions Marketing promotional and targeting solutions. Promotional Products Web Design Juices Plus Whole based food nutrition with juice powder concentrates. Generic Health Nuts Parents Silver Dragon Creations by Patricia C. Vener Flowing, expressive hand-beaded jewelry and fine art creations. Jewelry for Brides to Be Local Artisan Community
  8. 8. To Solve a Problem <ul><li>Unlocking conversion sales points </li></ul><ul><li>Recruiting job candidates or volunteers </li></ul><ul><li>Increasing Event Attendance </li></ul><ul><li>Support a Cause </li></ul><ul><li>Answer a Common Question </li></ul><ul><li>Drive Traffic to Website </li></ul><ul><li>Raise Funds </li></ul>
  9. 9. What makes it micro? <ul><ul><li> Targeted </li></ul></ul><ul><ul><li>Authentic </li></ul></ul><ul><ul><li>Actionable </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Portable </li></ul></ul><ul><ul><li>Fresh </li></ul></ul><ul><ul><li>Ubiquitous </li></ul></ul><ul><ul><li>Precise </li></ul></ul><ul><ul><li>Accessible </li></ul></ul>Ripple100 Blog, 9 Reasons Why Small Is the New Big: ONE
  10. 10. <ul><ul><li>“ More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily.” </li></ul></ul>Social Media Makes Micro Accessible - <ul><ul><li>Twitter & Micro-blogging </li></ul></ul><ul><ul><li>Email Campaigns </li></ul></ul><ul><ul><li>Facebook & Social Networks </li></ul></ul><ul><ul><li>Mobile Applications </li></ul></ul><ul><ul><li>Ripple100 Micro-campaigns </li></ul></ul>
  11. 11. Accessible Means Viral + Scalable Common Interests
  12. 12. 2010: A Year of Micromarketing <ul><li>Impact of 1 Campaign per Month </li></ul><ul><li>Sum of Campaigns = Brand </li></ul><ul><li>Unlock Your Bottlenecks </li></ul><ul><li>Numerous Conversion Points </li></ul><ul><li>Growing Web Presence </li></ul><ul><li>Ordinary to Extraordinary </li></ul>
  13. 13. Demo: <ul><ul><li>Visual, Elevator, FAQs, About US </li></ul></ul><ul><ul><li>Short & Actionable </li></ul></ul><ul><ul><li>Easy to Share </li></ul></ul><ul><ul><li>Search Engine Optimized </li></ul></ul><ul><ul><li>Simple Read-Write Form </li></ul></ul><ul><ul><li>Location Based </li></ul></ul><ul><ul><li>Unlimited </li></ul></ul>
  14. 14. New Haven County Women in Business <ul><li>Target Audience: Grow this ripple by sharing it with... </li></ul><ul><li>1. This Ripple is about... </li></ul><ul><li>2. It's different because... </li></ul><ul><li>3. It matters because... </li></ul><ul><li>4. Call to Action: </li></ul>
  15. 15. New Haven County Women in Business <ul><li>Ready, Camera, Action! Want to say a line about what makes this group unique for you? </li></ul><ul><li>Help us grow, help us ripple… </li></ul>