This is a 'how to' for creating a basic marketing plan for a library. I found it easier to step back from your company and write a marketing plan for something totally different just to understand the process, so we pretended to be farmers. I have a few specific clients so the resource section will not apply to everyone.
oxford commercial correspondence _ viết thư giao dịch thương mại quốc tế
ĐÀO TẠO XUẤT NHẬP KHẨU - LOGISTICS THỰC TẾ - MASIMEX
Hotline : 0165 477 2330 || 0987 287 988
Địa chỉ *Cơ sở 1* : Tầng 3, Đơn nguyên 1, KTX Mỹ Đình, Đường Hàm Nghi, Q. Nam Từ Liêm, Hà Nội (cách bến xe Mỹ Đình 300 mét)
Địa chỉ *Cơ sở 2* : Số 45-A , đường Thái Hà, Q. Đống Đa, Hà Nội (cạnh FPT Shop Thái Hà)
Để tìm hiểu thêm về Nội dung + Học phí chương trình đào tạo thực tế : bạn vui lòng truy cập : http://bit.ly/ctrinhdtmsm18
Để tìm hiểu thêm về kiến thức ngành xuất nhập khẩu - logistics : bạn vui lòng truy cập : http://masimex.vn/category/blog/nghiep-vu/
Để tải xuống tài liệu kiến thức ngành xuất nhập khẩu - logistics : bạn vui lòng truy cập :
http://bit.ly/tailieuxnkmsm
Facebook page :
https://www.facebook.com/masimex/
Website :
http://masimex.vn/
học xuất nhập khẩu
học xuất nhập khẩu ở đâu
học xuất nhập khẩu ở đâu tại hà nội
học xuất nhập khẩu tại hà nội
đào tạo xuất nhập khẩu
đào tạo xuất nhập khẩu logistics
đào tạo xuất nhập khẩu logistics tại hà nội
oxford commercial correspondence _ viết thư giao dịch thương mại quốc tế
ĐÀO TẠO XUẤT NHẬP KHẨU - LOGISTICS THỰC TẾ - MASIMEX
Hotline : 0165 477 2330 || 0987 287 988
Địa chỉ *Cơ sở 1* : Tầng 3, Đơn nguyên 1, KTX Mỹ Đình, Đường Hàm Nghi, Q. Nam Từ Liêm, Hà Nội (cách bến xe Mỹ Đình 300 mét)
Địa chỉ *Cơ sở 2* : Số 45-A , đường Thái Hà, Q. Đống Đa, Hà Nội (cạnh FPT Shop Thái Hà)
Để tìm hiểu thêm về Nội dung + Học phí chương trình đào tạo thực tế : bạn vui lòng truy cập : http://bit.ly/ctrinhdtmsm18
Để tìm hiểu thêm về kiến thức ngành xuất nhập khẩu - logistics : bạn vui lòng truy cập : http://masimex.vn/category/blog/nghiep-vu/
Để tải xuống tài liệu kiến thức ngành xuất nhập khẩu - logistics : bạn vui lòng truy cập :
http://bit.ly/tailieuxnkmsm
Facebook page :
https://www.facebook.com/masimex/
Website :
http://masimex.vn/
học xuất nhập khẩu
học xuất nhập khẩu ở đâu
học xuất nhập khẩu ở đâu tại hà nội
học xuất nhập khẩu tại hà nội
đào tạo xuất nhập khẩu
đào tạo xuất nhập khẩu logistics
đào tạo xuất nhập khẩu logistics tại hà nội
CƠ SỞ LÝ LUẬN VỀ LOGISTICS VÀ DỊCH VỤ LOGISTIC. Logistics là một thuật ngữ có nguồn ngốc từ hy lạp. Khi đó, những chiến binh có chức danh là “logistikas” được giao nhiệm vụ chu cấp, phân phối vũ khí và nhu yếu phẩm, đảm bảo điều kiện cho quân sĩ hành quân từ bản doanh đến một vị trí khác.
This workbook has been written for students who are planning to sit either the general training or the
academic modules of the IELTS exam. It covers some of the main vocabulary points that you will need
for, or come across in, the listening, reading, writing and speaking sections of the exam.
We hope that you find the modules in this book useful and that the vocabulary you acquire will help
you to achieve the grade you want in the IELTS
Luận văn xây dựng chiến lược kinh doanh Dịch vụ logistics tại công ty đã chia sẻ đến cho các bạn học viên một bài mẫu luận văn hoàn toàn hữu ích đáng để xem và tham khảo. NẾu như các bạn muốn tải bài mẫu này vui lòng nhắn tin nhanh qua zalo/telegram : 0932.091.562 để được hỗ trợ tải nhé.
Nhận viết luận văn đại học, thạc sĩ trọn gói, chất lượng, LH ZALO=>0909232620
Tham khảo dịch vụ, bảng giá tại: https://vietbaitotnghiep.com/dich-vu-viet-thue-luan-van
Chuyên đề hoàn thiện hoạt động logistic, HAY. Chia sẻ cho các bạn sinh viên tài liệu tốt nghiệp ngành quản trị kinh doanh các bạn làm chuyên đề tốt nghiệp quản trị kinh doanh vào tải nhé.
This paper is to inform translators, especially would-be translators, who are still studying at colleges and various universities in Vietnam, who strive to become translation professionals, the potential traps they may get caught in when rendering Vietnamese texts into English in terms of linguistic and cultural naturalness. In conclusion, the author would like to significantly contribute to the study of Vietnamese – English ranslations in his university through this research report. The author of this paper is of the opinion that it can be considered a companion of all people who are seeking to improve their Vietnamese – English translation skills as well as all business document translations. According to Razmjou (2003), translators and interpreters are not made overnight so for students whose dreams are to become excellent translators and interpreters, it is high time they upgraded their knowledge for future jobs. Hopefully, readers of this paper will find it useful in their work and study or at least see it as a reference worth looking at in closer detail.
CƠ SỞ LÝ LUẬN VỀ LOGISTICS VÀ DỊCH VỤ LOGISTIC. Logistics là một thuật ngữ có nguồn ngốc từ hy lạp. Khi đó, những chiến binh có chức danh là “logistikas” được giao nhiệm vụ chu cấp, phân phối vũ khí và nhu yếu phẩm, đảm bảo điều kiện cho quân sĩ hành quân từ bản doanh đến một vị trí khác.
This workbook has been written for students who are planning to sit either the general training or the
academic modules of the IELTS exam. It covers some of the main vocabulary points that you will need
for, or come across in, the listening, reading, writing and speaking sections of the exam.
We hope that you find the modules in this book useful and that the vocabulary you acquire will help
you to achieve the grade you want in the IELTS
Luận văn xây dựng chiến lược kinh doanh Dịch vụ logistics tại công ty đã chia sẻ đến cho các bạn học viên một bài mẫu luận văn hoàn toàn hữu ích đáng để xem và tham khảo. NẾu như các bạn muốn tải bài mẫu này vui lòng nhắn tin nhanh qua zalo/telegram : 0932.091.562 để được hỗ trợ tải nhé.
Nhận viết luận văn đại học, thạc sĩ trọn gói, chất lượng, LH ZALO=>0909232620
Tham khảo dịch vụ, bảng giá tại: https://vietbaitotnghiep.com/dich-vu-viet-thue-luan-van
Chuyên đề hoàn thiện hoạt động logistic, HAY. Chia sẻ cho các bạn sinh viên tài liệu tốt nghiệp ngành quản trị kinh doanh các bạn làm chuyên đề tốt nghiệp quản trị kinh doanh vào tải nhé.
This paper is to inform translators, especially would-be translators, who are still studying at colleges and various universities in Vietnam, who strive to become translation professionals, the potential traps they may get caught in when rendering Vietnamese texts into English in terms of linguistic and cultural naturalness. In conclusion, the author would like to significantly contribute to the study of Vietnamese – English ranslations in his university through this research report. The author of this paper is of the opinion that it can be considered a companion of all people who are seeking to improve their Vietnamese – English translation skills as well as all business document translations. According to Razmjou (2003), translators and interpreters are not made overnight so for students whose dreams are to become excellent translators and interpreters, it is high time they upgraded their knowledge for future jobs. Hopefully, readers of this paper will find it useful in their work and study or at least see it as a reference worth looking at in closer detail.
This is a 'how to' for creating a basic marketing plan for a library with each step broken down and explained. I found it was easier to explain if we pretended we were a farm and actually wrote a marketing plan from that perspective. I serve the 8 county libraries on the Eastern Shore of Maryland so the resources section will not apply to everyone.
The importance of digital marketing lies in the fact that it is inexpensive and offers a plethora of options to connect with potential customers all around the world. Content marketing, email marketing, and social media marketing all help to raise brand recognition and enlighten clients about your products/services.
How to Generate Leads from social media.
Converting the Leads from social media.
Factors that matter most in Creating a social media strategy for your Product or service.
Global Social Media Marketing Strategy Explained For Business.pdfGhousia Links
Today, social media sites are no longer just an ingenious way for people to meet, connect and share. It is now also one of the most powerful advertising tools which businessmen can use to connect to their targeted market niche.
However, it is noteworthy that social media marketing is like a double-edged sword – it is something that needs to be wielded correctly.
In the hands of a skilled marketer, it is an effective sales tool. But in the hands of an amateur, it can turn success into demise.
The sparks foundation social media marketing plane AmarVijayGodase
I have successfully completed my #task1 as digital Marketing intern at sparks foundation.
Task 1: To Make SlideShare of social media marketing plane for sparks foundation.
I would like to thank sparks foundation for this great opportunity to learn.
#GRIPOCTOBER21 #digitalmarketing #grip #thesparksfoundation #intern
@TheSparksFoundation.
Many CEO complain they do not see the value in marketing efforts. For them we suggest to use a simple and practical framework, PCCDIO, that has worked wonders for our clients,
Startup and social media how to effectively execute your social media marketi...Dr. Deepika Salwankar
Today, we live in the world built around content and chaos. All brands, with any kind of budget want to get their message across to the same consumer through social media. In a world that is fighting for the 8-second attention span of a consumer, it’s easy for a startup to get overwhelmed while figuring out a social media strategy. Creating a brand presence and breaking through the clutter may not be an easy task, but it can get easier if you follow the five key steps.
We utilized this presentation during the marketing strategy workshop for local business owners and entrepreneurs, but I can work for anyone. Here are some of the points you will learn:
- What’s a marketing plan and why do you need one?
- What’s the difference between a marketing strategy and a marketing plan?
- Finding the right marketing tools and channels that would work for you.
- How to start building a small business marketing plan.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Basic marketing
1.
2. What are we doing here?
1. Talk Marketing,
definitions, what it
means to you
2. Parts of a Marketing
Plan, with some extra
tips and tricks
3. How to make your
Marketing Plan YOURS,
ways to customize and
resources to help
I’m going to give you lots of info to help you out so lets get started!
3. ‘Selling’ or Product terms
Even though terms like ‘selling’, ‘purchase’, or ‘buying’
maybe used – they still make sense even if no money
exchanges hands directly.
6. Marketing…
-the action or business of
promoting and selling
products or services,
including market research
and advertising.
Oxford Dictionary
-the activity, set of
institutions, and
processes for creating,
communicating,
delivering, and exchanging
offerings that have value
for customers, clients,
partners, and society at
large.
American Marketing
Association
7. Wikipedia
Marketing is the process of communicating the value of a
product to customers, for the purpose of selling that product,
goods or services. Another simple definition of "marketing" is
"managing profitable customer relationships”. Marketing
can be looked at as an organizational function and a set of
processes for creating, delivering and communicating value to
customers, and customer relationship management that also
benefits the organization. Marketing is the science of
choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior
and providing superior customer value. From a societal
point of view, marketing is the link between a society's
material requirements and its economic patterns of response.
Marketing satisfies these needs and wants through
exchange processes and building long term relationships.
8. Types of Marketing
Alliance Marketing - Here two or more entities come
together to pool in their resources to promote and sell a
product or service, which will not only benefit their
stakeholders, but also have a greater impact on the
market.
http://www.allbusiness.com/wild-crazy-marketing-ideas/
15677076-9.html
9. Call to Action (CTA) Marketing - CTA is a part of
inbound marketing used on websites in the form of a
banner, text or graphic, where it is meant to prompt a
person to click it and move into the conversion funnel,
that is, from searching to navigating an online store to
converting to a sale.
Community Marketing (Evangelism Marketing) -
This technique caters to the needs and requirements of
the existing customers, as opposed to using resources
to gather new consumers. This promotes loyalty and
product satisfaction and also gives rise to word of
mouth marketing among the community.
10. Content Marketing - In this case, content is created
and published on various platforms to give information
about a certain product or service to potential
customers and to influence them, without making a
direct sales pitch.
http://gizmodo.com/watch-this-haunted-poster-
come-to-life-and-scare-the-he-
1652707324?utm_campaign=socialflow_giz
modo_facebook&utm_source=gizmodo_faceb
ook&utm_medium=socialflow
11.
12.
13. Cross-media Marketing - As the name suggests,
multiple channels like emails, letters, web pages etc are
used to give information about products and services to
customers in the form of cross promotion. Use multiple
forms of communication to get a marketing point
across.
14. Database Marketing - This utilizes and information
from database of customers or potential consumers to
create customized communication strategies through
any media in order to promote products and services.
Casting a wide net, using pre-collected information to
target a specific audience.
15. Digital Marketing - This strategy uses various digital
devices like smartphones, computers, tablets or digital
billboards to inform customers and business partners
about its products. Internet Marketing is a key element
in Digital Marketing. This is like casting a wide net but
geared towards internet users. (Social Media)
16. Direct Marketing - This is a wide term which refers to
the technique where organizations communicate
directly with the consumer through mail, email, texts,
fliers and various promotional materials.
17. Diversity Marketing - The aim of this strategy is to
take into account the different diversities in a culture in
terms of beliefs, expectations, tastes and needs and then
create a customized marketing plan to target those
consumers effectively.
(In most cases, openly targeting a particular race sets you up for more
pitfalls than benefits. So be careful)
19. Freebie Marketing - Here a particular item is sold at low rates,
or is given away free, to boost the sales of another
complimentary item or service.
Free Sample Marketing - Unlike Freebie Marketing, this is not
dependent on complimentary marketing, but rather consists of
giving away a free sample of the product to influence the
consumer to make the purchase.
20. Guerrilla Marketing - Unconventional and inexpensive
techniques with imagination, big crowds and a surprise
element are used for marketing something, a popular
example being flash mobs.
21.
22.
23. Parts of a Marketing Plan
1. SWOT
2. Target Audience Worksheet
3. Goals
4. Strategies and Tactics
5. Budget
24. Getting Ready for the Meeting:
1. The team can include leadership, department heads and
anyone else that wants to help.
2. Have your mission and vision statements on hand.
3. Remind everyone that this is not a personal attack.
26. Today we are not a library…
Sometimes you are a little too
close to a project to get the full
picture, so we are going to
start fresh as another business
We are from so many different
counties that we would not
make a unique plan for one
but a hodge-podge on for all –
that does not work
Gets you in the practice of
Alliance Marketing…
28. Parts of a Marketing Plan
1. SWOT
2. Target Audience Worksheet
3. Goals
4. Strategies and Tactics
5. Budget
29. SWOT
Strengths, Weaknesses, Opportunities, and Threats
A nonprofit SWOT analysis may seem simple, but it
packs a powerful punch that can help you take your
strategic plan or marketing plan to the next level. Don’t
avoid SWOT analysis because it requires you to ask the
hard questions and face problems within your
organization. It will make your operations and
marketing more effective and arm you with the next
steps you need to take.
30. List Internal Strengths
A few things to consider:
Age of organization
Tenure of staff
Staff education and experience
Ease of purchase/donation
Financial stability
Transparency
Reputation
31. Lets pretend we are a farm…
List some strengths
We are local
Organic
Family owned for 30 years
Lots of growing knowledge
32. Compile Internal Weaknesses
A few examples:
Lack of education and experience
Cash flow
Short-staffed
Poor website
No public awareness
Board inefficiency
33. Back to the farm…
Short staffed
Smaller farm
Have some veggies
that are not so popular
No website or social media
34. What Are Your Opportunities?
Opportunities are the thing your organization has no control over, but
could potentially take advantage of
New grants available
Possible partnerships
Demographic trends
Companies looking for
cause marketing opportunities
Influential connections
Recent good press
*Partners/ Connections pg 81 MYL
35. And at the farm…
Educational Grants
Farmers Markets
Organic grocery stores
Organic Partners
‘Green’ very popular
36. What Are the Threats to Your
Organization?
What external threats exist that could harm your nonprofit?
Economic downturn
Elimination of funding
An advocate leaving
government office
Recent bad press
Demographic trends
Rising vendor costs
37. The farm…
Other larger farms in the area with more product
Not as popular as some farms
Seasonal
38. And remember…
That your weaknesses and threats can be converted
into strengths and opportunities by looking at them
differently.
Can you frame your loss of government funding as an
opportunity for major donors to step up? Or maybe you
can take your bad website and make it into something
you’re truly proud of and that the community, your
volunteers and donors enjoy visiting.
39. You can use the SWOT analysis as a reference during
each step of creating your marketing plan or strategic
plan. As you move forward, look at your strengths and
opportunities and try to match them up so your
organization is taking the path of least resistance in
your marketing.
41. A target audience is the person or group of people
whom writing is intended to reach. In other words, it is
important for a writer to know who will be reading his
or her writing.
This audience is the person or group of people the
writer is aiming for or trying to reach. When a writer
knows the target audience, he or she will shape both
the purpose and tone of the writing to match the
audience's needs and, sometimes, expectations. Make
PERSONAS to help you visualize the target audience.
42. There is no such thing as
‘everyone’
Even though your library welcomes everyone and might
have something for everyone, you can not market to
everyone.
That would make your marketing plan way too broad
and it would turn into a ‘cross your fingers and hope it
works’ campaign.
43. How to narrow down your target audience
1. What is the desired action of you
target audience?
2. What demographic groups are
most likely to take the desired action?
3. How do they think?
4. What needs, challenges, and
frustrations do they have?
5. How does your idea, service, or
product help your target audience?
6. What drives them to make
purchasing decisions?
7. Do they currently use (or support)
a product or service of your organization
or that of a similar organization?
8. What media do they currently use?
9. How can you best reach your
target audience?
44. 1. What is the desired action
of your target audience?
(This is a good time to look back at the SWOT Analysis)
Buying your product or service?
Donating to your organization?
Volunteer for an event?
Advocate by spreading the word and educating others?
45. So, at the farm…
I want the Target(s) to buy and advocate for my product.
46. 2. What demographic groups
are most likely to take the
desired action?
Figure out not only
who has a need for
your product or
service, but also who
is most likely to take
action (buy, donate,
volunteer).
47. Some things to consider…
Age Group
Gender (M, F, both)
Location (local, regional,
national &/or urban,
suburban, rural)
Marital/Family Status
Income Level
Education Level
Occupation
48. 3. How do they think?
Personality types
Attitudes
Values
Interest/Hobbies
Lifestyles
Behaviors
49. 4. What needs, challenges,
and frustrations do they
have?
Understanding where
your audience’s needs
and frustrations are,
helps to shift the
conversation from
how they can help you
(“buy my product”) to
how you can help
them. Often times this
is communicated very
subtly.
50. 5. How does your idea,
service, or product help your
target audience?
What problem does
it solve? How does
it make their lives
easier? better?
What would
motivate them to
pay for it?
51. 6. What drives them to make
purchasing decisions? (or
donating, volunteering,
sharing, etc)
What influences them to take that final step? What
obstacles might be in their way? One product I worked
with did an amazing job at marketing to potential users
of our product and generated tons of interest and
excitement on an advertising budget of virtually $0.
52. 7. Do they currently use (or
support) a product or service
of your organization or that of
a similar organization?
If so, this means that
they have shown an
active interest in your
type of service (good)
but may be open to
new opportunities or
may be satisfied with
the way things are. e.
If they don’t, it might
prove
53. 8. What media do they
currently use?
Consider the magazines
they read, tv & movies they
watch, websites they visit,
social media sites they
frequent. For social media,
consider the times they are
most active and what types
of content they engage
with (follows, clicks,
comments, mentions, likes,
and shares)
54. 9. How can you best reach
your target audience?
58. Helpful Hints!
With a little persistence Google can prove quite helpful
in helping track down research that others have already
compiled on your target. Search for blog posts,
magazine articles and survey results (or databases) that
talk about your target market.
59. You also might want to consider creating a
survey of your own where you can ask your
current customers for feedback.
60. Defining the market is the tough part.
Now that you know who you
are targeting, you should find
it much easier to figure out
what marketing messages will
resonate with them and which
media channels will be most
effective at reaching them.
77. Some budget
questions to ask
What resources do you
need?
How much time will this
take away from the staff?
Who will be doing what?
Printing costs of marketing
materials?
78. Constantly Evolving
Document
which is cascaded to the relevant people and monitored
regularly. Most action plans are relatively short term
documents which focus on the coming year, but longer
term implications should also be considered. Determine
who will complete each action point. Monitor the
progress of the plan and review regularly.
79. How to make it your own…
A few tips to help make your point look and sound like
its coming from you
81. Important to make the message consistent, not just in
graphics but in voice and tone, not just for the
consumers but for staff as well. Write like a smart
human , talk directly to the reader using ‘you’, and
yourself as ‘we’ or ‘I’.
84. What is a position statement?
For (target customers)
Who (have the following
problem)
Our product is a (describe the
product or solution)
That provides (cite the
breakthrough capability)
Unlike (reference competition),
Our product/solution (describe
the key point of competitive
differentiation)
85. The following positioning statement was used by
Amazon.com in 2001, when it sold books almost exclusively:
For World Wide Web users who enjoy books, Amazon.com is a
retail bookseller that provides instant access to over 1.1
million books. Unlike traditional book retailers, Amazon.com
provides a combination of extraordinary convenience, low
prices, and comprehensive selection.
86. Fictitious company, Underfoot Industries, has decided
to pursue two target markets: schools and light
commercial customers. These are distinct market
segments whose customers rate their needs differently,
so the company must develop two positioning
statements.
87. Underfoot Industries #1
For schools, the Underfoot Industries EverAwesome line
is the strongest, most durable carpet among all
commercial-grade carpets for organizations on a budget,
because it is made using our patented SteelTwist
technology. The EverAwesome line features Underfoot
Industries’ patented technology for producing high-strength,
low-wear carpets. Underfoot named its
production technology “SteelTwist” to appeal to
customers, such as schools, who place a very high value
on carpet strength.
88. Underfoot Industries #2
For today’s appearance-conscious business, the
Underfoot Industries EverAwesome line is the carpet that
stays new-looking longest among all commercial-grade
carpets. Our patented technology produces durable, low-wear
carpet whose lifetime cost is 40-80% lower than
other brands. The brand name “EverAwesome” tells
customers: “This carpet looks great, AND it will last a
long time.”
97. Process
Have a process established for creating and approving
content/marketing materials. Hold a training session.
98. Social and other media help
1. Genuine, generous, grateful, not greedy,
grandstanding, or grabby.
2. Product, Price, Place
3. Think outside the box
100. ESRL!
1. We have a great professional collection!
tinyurl.com/regionalrainbow
101. Here are a few of the books I used…
The Nonprofit Marketing Guide by Kivi Leroux Miller
Marketing Your Library edited by Carol Smallwood, Vera
Gubnitskaia, and Kerol Harrod
Meatball Sundae by Seth Godin
Word of Mouth Marketing by Andy Sernovitz
102. Seth Godin
SETH GODIN is the author of 17 books
that have been bestsellers around the
world and have been translated into more
than 35 languages.
Writing and speaking, Seth is founder of
squidoo.com, a fast growing, easy to use
website. His blog (which you can find by
typing "seth" into Google) is one of the
most popular in the world. Before his
work as a writer and blogger, Godin was
Vice President of Direct Marketing at
Yahoo!, a job he got after selling them his
pioneering 1990s online startup,
Yoyodyne.
In 2013, Godin was inducted into the
Direct Marketing Hall of Fame, one of
three chosen for this honor.
103. ESRL
We can also help with printing
and graphic design!
For graphics please email
kacey@esrl.org and for any
printing questions just ask
dean@esrl.org!
We would love to help
you out!
104. Bigstock.com
ESRL has a stock photo account here. Browse the site
and email me (kacey@esrl.org) the link with what size
you would like and Ill email it back. Try give me 5-7
days before you need it, I only have a few downloads a
day.
105. Your community
Each community is unique and has its own hidden
treasures, use these and other assets in your area.
Various events, other companies
*partners/ connections MYL
106. Your Fans!
The people can be your biggest and best forms of
marketing.
107. Your SEO!
I know computer stuff can be intimidating, but Search
Engine Optimization can be your best friend, make sure
that you are getting the best search results for your site.