Building a Community of Raving Fans
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This presentation will review how we build a community in our marketplace so you can model it in your yours.
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Building a Community of Raving Fans
- 1. Building a Community of Raving Fans
- 2. COMMUNITY
- 3. 1. WHO are our most common OW Diver 2. HOW do we build a COMMUNITY with them?
- 7. 5% Ready to Buy Now 95% Ready to Buy in 30+ days $$ $ د.إ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ ₩ FOCUS YOUR MARKETING ON THE RIGHT BUYERS $ ¥ $ € $ $ $ $ €
- 8. The real reward is in cultivating the relationship with the people that will be ready to buy in the future, not today.
- 10. Steps that occur from the time when a consumer first becomes aware of a product or brand through a purchase decision
- 12. Now, Let’s look at the “WHO”
- 14. The Average OW Diver 1.Age: 25-34 2.Gender: Male 3.Key Interests: Health, Travel, Outdoors, Adventure 4.Education: College 5.Relationship Status: Married 6.Job Titles: Art, Entertainment, Sports, and Media Adventurous
- 15. The Results: 1.Why he learned to dive: New Adventure 2.His other hobbies: Traveling, sports and fitness 3.His diving fears before taking course: None, too much to learn, sharks 4.He works in an office 5.His family and friends were impressed and enthusiastic 6.To him, diving feels adventurous, relaxed, and connected with nature 7.He plans to dive again as soon as he can 8.His most important value is fun and enjoyment in life 9.How he describes himself: Adventurous, Driven, Learner, Fun OW Diver Behavioral Information
- 16. 1. What They Have 1. Before: No outlet for stress, unfulfilled weekends, little time dedicated to fun, a car but nowhere to drive it 2. After: Stress relief, new hobby, something exciting to do, fun, enjoyment, and adventure. 2. How they feel 1. Before: Bored, unfulfilled, anxious 2. After: Adventurous, excited, accomplished, relaxed, always searching for that next dive 3. What an average day looks like 1. Before: Gym in the morning, work in an office, come home to wife, rinse and repeat 2. After: Every day feels like a new adventure. Happy hour with new friends 4. Status amongst their peers 1. Before: Unimpressive, boring, dry 2. After: Impressive, exciting, happy, cool 5. Good vs. Evil - Overall life experience or philosophical outlook 1. Before: Nothing is going to change. Life will remain boring and monotonous. 2. After: Life is an amazing journey, Adventure is everywhere Before and After
- 18. The Average Tech Diver 1.Age: 25-54 2.Gender: Male 3.Key Interests: Sports, Travel, Fitness 4.Education: College 5.Relationship Status: Married 6.Job Titles: Business Professional, Administration Accomplished
- 19. The Results: 1. Why he learned to tech dive: Explore wrecks and caves, dive deeper and longer, enhance his overall diving experience 2. His other hobbies: Travel, sports, fitness, reading 3. His tech diving fears: Too much to learn 4. Type of work he does: Office work 5. How his family and friends feel about him doing tech: Impressed, nervous, or enthusiastic 6. Tech diving makes him feel: Accomplished, adventurous 7. Top tech courses he would like to take in the future: Advanced Wreck, Advanced Gas Mixes for Open Circuit Diving, Advanced Rebreather Training 8. His most important value: Fun and enjoyment in life, a sense of accomplishment, and self-fulfillment 9. How he describes himself: Adventurous, Driven, Learner, Fun Tech Diver Behavioral Information
- 20. What They Have Before: Open Water Certification After: Wreck Cert, Advanced Gas Certs, Rebreather Training, Cave Training How they feel Before: Held back, unfulfilled, constrained After: Free to explore, excited, accomplished What an average day looks like Before: Short dives at shallow depths with too little to explore After: Long, fulfilling dives exploring deep wrecks, caves, and other treasures Status amongst their peers Before: Open water diver, beginner, amateur After: Tech diver, impressive, driven, intelligent Good vs. Evil - Overall life experience or philosophical outlook Before: I don’t get enough out of diving After: Diving is fun, rewarding, and always offers a new experience Before and After
- 22. Questions?
Editor's Notes
- Are we all in here because we would like to be better with Social?
- Community – A group of people who share something in common
- Today’s objective: I want to talk about how we build a community in our marketplace so you can model it in your region. Sound good?
- Lets look at HOW first. Then we can look at our WHO
- 2 types of buyers…. Most advertising is focused on Ready to Buy Now. Ask your self this… Would you rather have 10% of the ready now market or 10% of 90days? The reward is much bigger, then pain is in having to wait. But, if you make the decision to cultivate this segment of the market, when they get to ready to buy now point, you will be top of mind. The questions becomes…. How do you cultivate the 90days market? The approach we take is intent based branding. So, we identify questions that the 95% have and answer them in the form of content marketing. Articles, Videos, Graphics and we promote this content on our Email newsletter, Social Media and Blog. We focus to build that relationship.
- This one is a writer downer
- The unaware audience are people who have never heard of us and we show them a whole bunch of content. And the minute someone watches or clicks, they go into the warm audience. So, now, once they see one video, they get pitched immediately with content and ads
- Are you familiar with AIDA? The AIDA are the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer trials a product or makes a purchase decision
- We adopted the AIDA model to help us build a community.
- We researched, to find out who our ideal customer is for each brand. We then sent them a survey to find out behavioral traits so we could begin to build a persona for our brands.
- Let me leave you with this illustration. Use social media to build your community.