Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.

2. ASSUMPTIONS
• Business is transactional
• There is no business until something is
sold
• Your buyer is your customer
• Marketing is used to find your customers

3. MARKETING TODAY
Building relationships
Listening to the buyer
Joining the conversation
Influencing decisions
Managing your reputation
Being in the game

4. TO EFFECTIVELY MARKET YOU NEED TO KNOW
WHO IS YOUR CUSTOMER

5. TYPE OF CUSTOMER – NATURE OF SELLING

6. MAP TO YOUR CUSTOMER

7. CHARACTERISTICS OF YOUR CUSTOMER
Demographics Psychographics
Associations Influencers

8. DEFINING CHARACTERISTICS
DEMOGRAPHICS PSYCHOGRAPHICS
 Demographic segmentation consists of  The science of using psychology and
dividing the market into groups based on demographics to better understand
variables such as age, gender, family consumers.
size, income, occupation, education, reli  Psychographic segmentation: consumer
gion, race and nationality. are divided according to their
 Most available information about your lifestyle, personality, values and social
potential customer is demographic. class.
ASSOCIATIONS INFLUENCERS
 An organization of people with a  The capacity or power of persons or
common purpose and having things to be a compelling force or
formal structure. produce effects on the actions,
behaviors, opinions of others.

9. DEFINE YOUR CUSTOMER - EXERCISE #1
Demographics Psychographics Associations Influencers
(Behavior / Socio)
B2C • Personality • Professional • Final Decision
• Age • Values • Personal Maker
• Gender • Attitudes • Social Graph • Inner Circle
• Race / Ethnicity • Interests • Groups • Owns Your
• Geography • Lifestyles • Affiliations Customer
• Education • Needs • Community Relationship
• Occupation • Activities • Media / Marketing
• Employment • Social Profile • Social Contacts
Status • Passions • “Like” Brands
• Religion • Competitors
• Household
Income
• Family Size
• Marital Status
B2B
• Industry
• Public / Private /
Gov’t
• Revenues
• Employees
• Title

10. YOUR CUSTOMER DEFINITION (EXAMPLE)
1. Business
2. Decision Maker – Technology / Ops
3. Competitive
4. Smart
5. Highly complex
6. Lots and lots of data - disparate
7. Technically adept
8. Lack of information on what data tells them
9. Unable to manage costs or data / lack of control
10. Desire to be heroic, make a footprint, have a legacy

11. CUSTOMER MARKETING LIFECYCLE
•Identify Target •Qualify
•Identify Need •Communicate
•Share
REACH ENGAGE
NURTURE INFLUENCE
•Buy •Negotiate
•Implement •Close
•Service
•Create Loyalty
•Retain

12. REACHING YOUR TARGETS
LISTS AND LEADS ONLINE
• Direct Marketing • Website
• Advertising • Advertising
• Sales: Telesales, Direct Sales • Social Media
PARTNERS AND CHANNELS ASSOCIATIONS
• Distributors • Networking
• Buying Groups • Events
POS: • Groups
• Retail INFLUENCERS
• Onsite

13. FINDING YOUR CUSTOMERS – EXERCISE #2
LISTS AND LEADS PARTNERS AND CHANNELS
ONLINE ASSOCIATIONS

14. ENGAGING YOUR CUSTOMERS
START THE CONVERSATION…
• What is the need?
• Is it a problem or opportunity to change /improve?
• What is the cause of the problem or creating the opportunity?
• How long has it been a problem or desire?
• How much is it costing to go without?
• What are you doing about it?
• Is there urgency to buy now?

15. THREE DISTINCT TARGET GROUPS – EXERCISE #3
TARGET NEED COST RELIEF

16. RELATING TO CUSTOMERS - DRIVERS
Benefit
Feature
Need

17. INFLUENCERS
http://www.influencersfilm.com/#/Film

18. INFLUENCERS – EXERCISE #4
Key Influencers Passions Where Are They? How They Influence Your
Buyers

19. NURTURING YOUR CUSTOMER
Buy Follow Conversation Raving Fan

20. LOYALTY LADDER: CREATING RAVING FANS
Objective: Move customers up the loyalty ladder to create Raving Fans
May invest
In you
Seeks to
collaborate
on new product
development
Willing to pay Most Valuable Customers
premiums
Resists
competitors’
blandishments
Endorses
product
Wants to grow
relationship
Commodity buyers

21. LEADS AND BUYERS ARE AN ASSET
Customer Relationship Management

22. COST TO ACQUIRE A CUSTOMER
• Know What You are Willing to Spend
• Set a Budget
• Define Your Marketing Mix
• Measure Results of Acquisition
• Measure Customer Profitability
• Use Customer Intelligence - DATA
• Focus on Profitable Customer Relationships

23. START MARKETING NOW…
1. Build relationships
2. Listen to the buyer
3. Join the conversation
4. Influence decisions
5. Manage your reputation
6. Be in the game

24. WHERE TO MARKET – EXERCISE #5
Build Listen Join Influence Manage Be in the game

25. Q&A