WALLET PSYCHOLOGY CONSUMER BEHAVIOUR AND CLIENT FOCUSED TARGETING IF - - PowerPoint PPT Presentation

WALLET PSYCHOLOGY

CONSUMER BEHAVIOUR AND CLIENT FOCUSED TARGETING

IF

YOU ARE GOING TO ADVERTISE AT ALL, MAKE SURE THAT IT IS NOT MONEY DOWN THE DRAIN, CHOOSE WISELY HOW YOU SPEND

YOUR MONEY!

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TRADITIONAL ADVERTISING

TV Big budget bang Tell lots of people Show them what you’re selling Tell them why to buy Build a brand Print Targeted to Lifestyle Show people options to buy High Engagement Trackable (cut-outs) Information seekers Radio Lots of ads Background advertising Builds a brand Trusted medium Online Wizz-Bang ‘The Future’ Very Trackable Silent Salesperson

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WHAT IS ADVERTISING?

Look Sharp Good Service Reputation Community standing History Philanthropy Friends Family Knowledge Trust Religion Values Time in Business Great location Business Cards Referrals Treatment of Staff Networking Apparel Proximity Easy parking Website Education Sponsorships Rewards Building Appearance Uniforms Social Responsibility Bad Publicity Web-A-Deal Container Sale Local News National News Billboards Signage Yellow Pages Posters Facebook Pamphlets Opening Hours Easy to contact This is just the start …

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WHO TO TARGET?

Pick one person and describe them

Sex? Age? Married? Kids? Homeowner? Car? Suburb? Work type? Education? Family type? Religion? Values? Interests? Hobbies? Influencers? Income? Friends? Habits? Vices? Dreams?

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MY FRIEND TRACEY

• Married Nearly 40 (Eeek!!)
• Lives in Napier, owns home, 1 rental
• Dog, 2 kids (3 & 5) + one on the way
• Field Sales Manager in Beverages
• Husband is a Community Services Director
• Spends time with Family at the beach
• Saves to buy nice things
• Husband loves all things Hunter Gatherer
• Ok to decent disposable income

Target specifically Advertise effectively

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HOW CAN YOU USE THIS?

• What Does ‘Tracey’ want from

these businesses?

• How does she want them to talk to

her?

• What can make them stand out

from the other options?

• Is there a gap between what she

wants/expects from them, and what they can actually deliver?

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HOW CAN YOU USE THIS?

Let’s talk directly to Tracey

• Do you think that this would talk directly

to anyone else?

• In this room?
• Someone you know?

Tracey, you work hard, you have all sorts of pressures on in your life. When is the last time that someone spoilt you? How about you spoil yourself – Zambesi is the place where you can spoil yourself One amazing piece from Zambesi will make your everyday feel special – you deserve it.

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HOW CAN YOU USE THIS?

Let’s talk directly to Tracey

• Do you think that this would talk directly

to anyone else?

• In this room?
• Someone you know?

Tracey, you work hard, you have all sorts of pressures on in your life. The last thing you need is for an electrician to … be late … and leave a mess for you to clean up. Our team are on time – Guaranteed 1 minute late, is too late! And we bring our own vacuum cleaner

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HOW CAN YOU USE THIS?

Let’s talk directly to Tracey

• Do you think that this would talk directly

to anyone else?

• In this room?
• Someone you know?

Tracey, you work hard, you have all sorts of pressures on in your life. Selling your property is not something we think about every day. We have an interior designer coming in to discuss what you can do to increase the potential value

• f your home.

We want you to get the best value for your home possible – talk to us for advice today.

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Meet Dave – Wheelie Love Bikes

• Previously Pro Mountain Biker, so I know the right stuff to get,

and have a great reputation for that.

• Well known for supporting any MTB event in the area, I

understand the customer more than others as, I am one.

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WHO IS DAVE’S ONE PERSON?

• Think of his business as yours

– Who is your person – How do they behave – What are they looking for – What are their triggers – What is most important for them – How do you make their day easier – Why should they choose you – What value are you adding

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WHAT IS MY MESSAGE?

Pick one position and describe it

Why do customers prefer your business? What is your Unique point of difference? Is it a real point of difference?

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TO CHANGE OR NOT TO CHANGE?

BE

CONSISTENT

BUILD A

BRAND!

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DOES YOUR OFFER HAVE VALUE?

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CAN YOU DELIVER ON YOUR PROMISE?

Keeping promises is admirable but not keeping them leaves me so much, much more spare time.

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DOES YOUR ENTIRE TEAM AGREE?

Are they engaged with what you have promise?

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WHAT ACTION ARE YOU LOOKING FOR FROM THE PUBLIC?

• Go to Website
• Come to yard
• Recommend a friend
• Phone
• Spend
• Party
• Talk
• Front of mind
• Awareness
• Compassion
• Trust
• Respect
• Buy-in
• Turn up

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HOW EASY ARE YOU TO BUY FROM?

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SEO: SEARCH ENGINE OPTIMISATION

What do people search for when they are looking for your products / services and are you adequately optimised?

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DO PEOPLE GET WHAT THEY THOUGHT THEY WERE BUYING?

Did you treat your client like you would want your Nana to be treated?

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I DON’T NEED TO ADVERTISE!

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ADVERTISING

IT DOES NOT

MAKE

PEOPLE BUY IT MAKES YOU

AN OPTION

YOU STILL HAVE TO

SELL THEM!

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BECOMING A CHOICE

Do these people know you exist?

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WHY PEOPLE BUY

Influencer Reason for Purchase Decider Options on What to Purchase Where to purchase From Buyer Actual purchase

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WHY PEOPLE BUY

Just because Basic Needs For

• thers

Self Image

Rob Lyver Business Development Manager

• p. 027 838 8939
• e. r.lyver@theicehouse.co.nz
• w. www.theicehouse.co.nz