Fellow is a marketing agency that focuses on promoting human wellbeing by connecting people with organizations that can help them live happier, healthier lives. The document discusses Fellow's quarterly marketing surgery which covers defining audiences, positioning organizations, and developing offerings. It emphasizes the importance of market segmentation, targeting, and positioning as the foundation of effective marketing. Fellow helps clients define their audiences and market segments, position their brand, and develop offerings through building engagement among non-customers, fans, and superfans.

2. Welcome to Fellow.
A marketing agency with heart.
Most marketing is focussed on exploiting human nature, not
developing or nurturing it.
Fellow is a marketing agency that exists to promote and enhance
human wellbeing by connecting people with organisations that can
help them enjoy happier, healthier, richer lives.

3. Our quarterly marketing surgery
In Clinic

4. 1. Defining your audience
2. Positioning your organisation
3. Developing your offering

5. 1. Defining your audience
2. Positioning your organisation
3. Developing your offering

6. Segmentation, Targeting and Positioning.
The foundation for all marketing

7. Understanding what the market looks like, which segments you’ll
target and how you’ll position your offering to them is the most
effective way to reach more people, and serve them more
effectively.
This is particularly important when resources are limited.
Fellow is a case in point.

8. Segmentation, Targeting and Positioning.

9. Market segmentation is the process of dividing a market of
potential customers into groups, or segments, based on different
characteristics.
The segments created are composed of consumers who will
respond similarly to marketing strategies and who share traits such
as similar interests, needs, or locations.

10. Exercise 1 - Define some of your market segments.
They need to be distinct from one another in order to be
meaningful, these differences could be down to geographic,
demographic, psychographic, behavioural differences or more
likely, a mix.

11. Therapists - Entered the profession to make a difference at the coal face. Typically want
to make sure they are getting the marketing ‘basics’ right because they will grow their
business through personal referral and therefore do not need to invest heavily in ongoing
marketing spend. Often value individual relationships and therefore are likely to employ
very localised 3rd party services.
Practise owners - Have made a decision to grow a business and often have different
ambitions to lone therapists. Referral is still integral to the business but there is also value
in investing in additional marketing channels to help facilitate growth. Still value
individual relationships but because the service required is more business critical are
often will to look further afield to find the right fit.
Internet entrepreneurs - Have seen the rise in Health and Wellbeing awareness as
offering a significant financial opportunity. May come from a technical / business
background and know that they need to invest heavily in their online presence in order to
compete in the marketplace. Bringing the right expertise on board is critical and
therefore geographical location is less important.

12. Segmentation, Targeting and Positioning.

13. A target market refers to a group of customers to whom a
company wants to sell its products and services, and to whom it
directs its marketing efforts.
Consumers who make up a target market share similar
characteristics including geography, buying power, demographics,
and incomes.

17. Segmentation, Targeting and Positioning.

18. The positioning of a brand or product is a strategic process that
involves marketing the brand or product in a certain way to create
and establish an image or identity within the minds of the
consumers in the target market.

22. Exercise 2 - Positioning -Moving beyond the Usual Suspects.
Take a look at the brands on your worksheets. Write down the
words that come to mind when you think of them. These could be
negative or positive, likely a mix of the two.

23. 1. Defining your audience
2. Positioning your organisation
3. Developing your offering

24. 1. Customer insight - What does your customer want?
2. Competitor insight - What does your competitor offer?
3. Product truth - Whats’s the gap between 1 and 2 that you will fill?

25. Dollar Shave Club:
1. Customer insight - People know that they are paying too much
for razors
2. Competitor insight - Category is defined by unnecessary
innovation developed only to justify price.
3. Product truth - Inexpensive razors delivered with character

26. 1. Video cost $4,500 dollars
2. >25M views on Youtube
3. $4M turnover in first year (2012)
4. Sold to Unilever for $1bn dollars in 2016

27. Fellow:
1. Customer insight - Many Health and Wellbeing organisations
value working with partners that share their values.
2. Competitor insight - Most marketing is focussed on exploiting
human nature, not developing or nurturing it.
3. Product truth - Fellow exists to promote and enhance human
wellbeing by connecting people with organisations that can help
them enjoy happier, healthier, richer lives.

28. Exercise 3 - Defining your own position.
Lets take a look at how we can better define your own position in
the minds of your target audience.

29. 1. Defining your audience
2. Positioning your organisation
3. Developing your offering

30. The Curve
By Nicholas Lovell

31. N
V Superfans
Fans
Freeloaders

32. N
V
Engaging in wider Church activity and evangelisation (Come Home for Christmas etc.)
Attending regular Church services
Attending a seasonal Church service
Sharing digital material with wider network (Click to evangelise etc.)
Signing up to the Daily Gospel
Following on Facebook
Reading a blog post

33. Exercise 4 - Developing your own offering through building
your curve.
Building your own curve is a great way to maximise the value that
your audience gets from you, and you get from your audience. Let’s
take a look at building out your own curve.

34. Wrapping things up.
Segmentation, targeting and positioning provides a critical
foundation for any marketing tactics your plan to invest in.
Defining who you will and won’t target will allow you to allocate
(often limited) resources most effectively.
Clearly defining your position will allow you to cross reference all
of you marketing activity to make sure it is in line with how you want
to position your organisation.
Building out a Curve ensures you provide maximum value to your
audience at all stages, and vice versa.

35. Contact Details
Fellow.
48 Queen St,
Exeter,
EX4 3SR
Call: 01392 269681
Email: olly@fellowagency.com