0114 marketing MARKETING POWER HOUR WEEK 4 COMPETITION! | Learn - - PowerPoint PPT Presentation

0114 marketing

MARKETING POWER HOUR WEEK 4 – COMPETITION!

| Learn – What Am I Talking

About?

| Apply – How Does This Apply

To My Business?

| Implement – How Can I

Implement This? Who, When, Why?

Last week…

www.robtaylorofficial.com

Last week…

www.robtaylorofficial.com

• 1. Tools to identify your ideal customer
• 2. How to find that customer
• 3. Looked at messaging ideas to talk to the customer

group

So here we are…

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Week 1: Understand Week 2: Values and USP Week 3: Our Ideal Customer Week 4: Addressing Competition

| If not you, then who? | Hacking the competition | Appreciating the competition | How to use Twitter & Google to see what

your competition are up to

| Tools for finding the competition

If not you, then who?…

www.robtaylorofficial.com

So you know who your ideal customer is and you know how many of them there are, then why aren’t they all shopping with you?

If not you, then who?…

www.robtaylorofficial.com

So you know who your ideal customer is and you know how many of them there are, then why aren’t they all shopping with you? How can you find your edge above your competition?

If not you, then who?…

www.robtaylorofficial.com

So you know who your ideal customer is and you know how many of them there are, then why aren’t they all shopping with you? How can you find your edge above your competition?

WHO WOULD LIKE MORE CUSTOMERS?

If not you, then who?…

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So you know who your ideal customer is and you know how many of them there are, then why aren’t they all shopping with you? How can you find your edge above your competition? EXERCISE 1! Identify 3 DIRECT competitors to your business (solving the pain point with the same product) Identify 3 INDIRECT competitors to your business (solving the same pain point with a different product)

If not you, then who?…

So you know who your ideal customer is and you know how many of them there are, then why aren’t they all shopping with you? How can you find your edge above your competition? EXERCISE 1! Identify 3 DIRECT competitors to your business Identify 3 INDIRECT competitors to your business Example for Starbucks competition DIRECT COMPETITOR INDRECT COMPETITORS Nero Pret A Manger Costa

If not you, then who?…

So you know who your ideal customer is and you know how many of them there are, then why aren’t they all shopping with you? How can you find your edge above your competition? EXERCISE 1! Identify 3 DIRECT competitors to your business Identify 3 INDIRECT competitors to your business Example for Starbucks competition DIRECT COMPETITOR INDRECT COMPETITORS Nero Bubble Tea Pret A Manger Soft Drinks vendors Costa Health Food Stores

Now what?

NIGHT CLUB DIRECT COMPETITOR NIGHT CLUB INDRECT COMPETITORS Venue 1 House Parties Venue 2 Student Union Venue 3 Coffee Shops and Social Spaces Why are my chosen audience spending their money with these direct and indirect customers? Where is their competitive edge coming from and how can I get it?

Competitive Edge?

Competitive Edge?

• 1. Find out what your competition are doing
• 2. Raise barriers to entry / competition
• 3. Use your USP to exclude competition
• 4. Create systems that stop your competitor entering

the market

Competitive Edge?

My Event Other Venues Freshers club event Freshers club event

Competitive Edge?

My Event Other Venues Freshers club event Freshers club event Great DJs Great DJs

Competitive Edge?

My Event Other Venues Freshers club event Freshers club event Great DJs Great DJs Drinks Deals Drinks Deals

So what did I do?

www.robtaylorofficial.com

Competitive Edge?

My Event Other Venues Freshers club event Freshers club event Great DJs Great DJs Drinks Deals Drinks Deals HALLAM UNI AFFILIATION NO

Competitive Edge?

My Event Other Venues Freshers club event Freshers club event Great DJs Great DJs Drinks Deals Drinks Deals HALLAM UNI AFFILIATION NO I created a massive competitive edge by raising barriers to my competition by securing the official Hallam Uni event for Freshers. No

• ne else could access or market to the students like my event.

Competitive Edge?

My Event Other Venues Freshers club event Freshers club event Great DJs Great DJs Drinks Deals Drinks Deals HALLAM UNI AFFILIATION NO I created a massive competitive edge by raising barriers to my competition by securing the official Hallam Uni event for Freshers. No

• ne else could access or market to the students like my event.

The result? 3000 students coming to my event – the biggest Freshers event in the city in 2016.

Competitive Edge?

Hacking The Competition

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So you know who your ideal customer is and you know how many of them there are, then why aren’t they all shopping with you? How can you find your edge above your competition? What could be better? What are they doing well?

Hacking The Competition

www.robtaylorofficial.com

So you know who your ideal customer is and you know how many of them there are, then why aren’t they all shopping with you? How can you find your edge above your competition? YOUR TO DO LIST:

• 1. Identify your main direct and indirect

competitor

• 2. Digitally audit their business (likes, comments,

replies, who are following, when they post)

• 3. Sign up to their email list
• 4. Check out their blog. What are they talking

about?

• 5. Buy a product from them

Tools For The Top Using Google & Twitter to find your competition

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Please welcome Twitter master and Google Digital Garage member, May-King!

Appreciating Global Competition

www.robtaylorofficial.com Who are the global leaders in my industry? If I could have a chat with 5 of them, who would they be?

Appreciating Global Competition

www.robtaylorofficial.com To give you an idea, some of mine are here:

Digital Tools For Seeing The Competition & Gaining The Edge!

www.robtaylorofficial.com

Digital Tools For Seeing The Competition & Gaining The Edge!

www.robtaylorofficial.com