YOU 1 what do you do? how are you different? USP (your unique - - PDF document

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YOU 1 what do you do? how are you different? USP (your unique - - PDF document

May 31, 2023 201 likes •647 views

You Your target Your message Your media Laser focused marketing in the digital age Mary Charleson, MBA Marketing educator and strategist www.charleson.ca www.fiveminutemarketing.com YOU 1 what do you do? how are you different? USP

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1 Laser focused marketing in the digital age

Mary Charleson, MBA Marketing educator and strategist www.charleson.ca www.fiveminutemarketing.com

You Your target Your message Your media

YOU

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what do you do? how are you different?

USP

(your unique selling proposition)

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what do I do that my competitors don’t, that my target market cares about, that is not easily copied?

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3 common traits of successful new business ventures

  • 1. Respond to unfulfilled need of a defined target group.
  • 2. Few or no primary competitors. (At least not yet!)
  • 3. Responded to societal trends.

USP

What do you do that your competitors don’t, that your target market cares about, that is not easily copied? Also consider: What product or service do you sell? What problem do you solve? Why are you important to them? How are you unique?

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worksheet time!

YOUR TARGET

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Who is your target? How would you describe them? Where are they?

why segment a market?

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product promotion distribution price

how to segment a market?

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demographic psychographic geographic behavioral

demographics

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demographics

gender age income family structure education ethnicity

  • ccupation

religion

http://www.youtube.com/watch?v=owGykVbfgUE

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https://www.youtube.com/watch?v=VdyCh5dPkRA

psychographics

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psychographics

values self image lifestyle

(recreation, hobbies, saver)

beliefs social class

(lower, middle, upper)

personality

(gregarious, ambitious, quiet)

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geographic

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geographic

city urban vs rural

  • nline vs offline

region country climate

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behaviour behaviour

attitude towards

(enthusiastic, positive, indifferent, negative)

purchase occasion

(staple, special)

use frequency

(light, medium, heavy)

loyalty

(not, somewhat, devout)

consumption status

(never, frequent)

readiness to buy

(unaware, aware, informed, interested, intending)

benefits

(quality, economy, service)

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17 https://www.youtube.com/watch?v=ZUG9qYTJMsI

YOUR TARGET

demographic psychographic geographic behaviour

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worksheet time!

YOUR

MESSAGE

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What is your message? Is there key messaging for different target segments?

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YOUR MESSAGE

keep it simple think like customer - WIFM? tie to USP

worksheet time!

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YOUR MEDIA

YOUR MEDIA

be creative be unique be where your customers are

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23 http://www.youtube.com/watch?v=MIx DPwyxsBc

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sticky spread

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THEN THE FUNNEL

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NOW THE DECISION JOURNEY

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YOUR MEDIA

print ad? direct mail?

  • utdoor?

radio? tv? online? social media?

Magazines : engage, involve

  • Create credibility
  • Full colour
  • Involve readers, ads do the same
  • Regional editions
  • Reprint ads for posters, press releases
  • Costs: $1,200 - 5,000 regional
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Newspapers : inform

  • Major focus for small business
  • Local readership
  • Credibility, timely
  • Consistency key, frequency
  • Get help with creative
  • Costs: $100 - 5,000

Radio: get personal

  • Relationship with customer
  • 2 types: foreground (news/talk), background (music)
  • Track: ask where heard?
  • x 3 name mention in :30 sec spot
  • Afternoon drive, morning drive
  • Concentrate spots eg: Thurs - Sat
  • Outside writer, station can produce
  • Cost: $60 - 340/ :30 sec spot
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TV: demonstrate

  • Effective but fragmented
  • On-line tie in?
  • Cable stations, low cost stations?
  • Fringe, late night lower cost, ROS
  • Only effective if use enough. Enough is

expensive!

  • Outside writer, station can produce
  • Cost: $60 - 5,000/ :30 sec spot

Outdoor: remind

  • Billboards, transit shelter, bus
  • Combine with other media
  • No more than 6 words
  • When? New to area, unique promotion, translates to billboard
  • Outside designer
  • Cost: Billboard $3500 / Shelter $1600 / Bus $500 /4 weeks + art
  • 3 - 6 locations, 12 week minimum
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Outdoor

http://www.youtube.com/watch?v=NKhf-tH6PdI

Direct Mail : careful aim

  • Critical leads: make the sale
  • Advantages: measurable, targeted, personalized, highest response

rate

  • 4 elements: list, offer, copy, graphics
  • 3 secrets: pick list with care, structure offer so hard to refuse, plan a

profit

  • 60% scan or read / 31% read some / 9%

don’t read

  • Best months: Jan, Feb, Oct Worst months: June,

March, May

  • Update list: 10% go bad/year
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Online : combines benefits of all media

  • Permission based email
  • Newsletters
  • Online sales
  • Websites, blogs, Facebook, Google+
  • Banner, button ads, sponsored posts, video,

blogs

  • Targeted, measurable, affordable, engaging
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71% of online adults use Facebook. Of those:

  • Women: 77%
  • Men: 66%
  • 18-29: 87%
  • 30-49: 73%
  • 50-64: 63%
  • 65+ 56%

26% of online adults use Instagram. Of those:

  • Women: 29%
  • Men: 22%
  • 18-29: 53%
  • 30-49: 25%
  • 50-64: 11%
  • 65+ 6%
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23% of online adults use Twitter. Of those:

  • Women: 21%
  • Men: 24%
  • 18-29: 37%
  • 30-49: 25%
  • 50-64: 12%
  • 65+ 10%

28% of online adults use LinkedIn. Of those:

  • Women: 27%
  • Men: 28%
  • 18-29: 23%
  • 30-49: 31%
  • 50-64: 30%
  • 65+ 21%
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28% of online adults use Pinterest. Of those:

  • Women: 42%
  • Men: 13%
  • 18-29: 34%
  • 30-49: 28%
  • 50-64: 27%
  • 65+ 17%

FB Personal FB Page

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Optimize for mobile browsing

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Public relations : instant credibility

  • Authority, free, remembered
  • Can’t buy it, no control, no assurance of

accuracy

  • Least expensive, most time consuming
  • Reprint publicity - display in office, website, direct mail

Public relations : instant

credibility

  • To get publicity you must have:
  • 1. Imagination to generate news monthly,

publicize

  • 2. Influential media contacts to offer news

to

  • 3 Persistence to follow through and get

coverage wanted

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Public relations : instant

credibility

  • How to get news?
  • 1. Announce something new or unique
  • 2. Stage an event
  • 3. Connect your offer to what is news right

now

  • 4. Survey results
  • 5. Controversial claim
  • 6. Something funny / unusual

Public relations : instant

credibility

  • If you’re interviewed:
  • 1. Practice, get coaching
  • 2. Know what makes you different (USP)
  • 3. Practice communicating your message
  • 4. Identify 3 main points, bring questions

back to these

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Content marketing: the future Content marketing: the future

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42 http://www.youtube.com/watch?v=8gper3YkzMg

YOUR MEDIA

be creative be unique be where your customers are

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43 Laser focused marketing in the digital age

Mary Charleson, MBA Marketing educator and strategist www.charleson.ca www.fiveminutemarketing.com

You Your target Your message Your media

fiveminutemarketing.com charleson.ca mary@charleson.ca