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

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 (your unique selling proposition) 2

what do I do that my competitors don’t, that my target market cares about, that is not easily copied? 3

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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? 6

worksheet time! YOUR TARGET 7

Who is your target? How would you describe them? Where are they? why segment a market? 8

product promotion distribution price how to segment a market? 9

demographic psychographic geographic behavioral demographics 10

ethnicity religion income age gender demographics education family structure occupation http://www.youtube.com/watch?v=owGykVbfgUE 11

https://www.youtube.com/watch?v=VdyCh5dPkRA psychographics 12

social class values (lower, middle, upper) beliefs psychographics self image lifestyle personality (recreation, hobbies, saver) (gregarious, ambitious, quiet) 13

geographic 14

city country region geographic online vs offline urban vs rural climate 15

behaviour consumption status benefits (never, frequent) (quality, economy, service) attitude towards loyalty (enthusiastic, positive, (not, somewhat, devout) indifferent, negative) behaviour readiness to buy purchase occasion (unaware, aware, informed, (staple, special) interested, intending) use frequency (light, medium, heavy) 16

https://www.youtube.com/watch?v=ZUG9qYTJMsI YOUR TARGET demographic psychographic geographic behaviour 17

worksheet time! YOUR MESSAGE 18

What is your message? Is there key messaging for different target segments? 19

YOUR MESSAGE keep it simple think like customer - WIFM? tie to USP worksheet time! 20

YOUR MEDIA YOUR MEDIA be creative be unique be where your customers are 21

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

sticky spread 24

THEN THE FUNNEL 25

NOW THE DECISION JOURNEY 26

YOUR MEDIA print ad? direct mail? outdoor? 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 27

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 28

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 29

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 30

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 31

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% 32

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% 33

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 34

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Optimize for mobile browsing 38

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 39

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 40

Content marketing : the future Content marketing : the future 41

http://www.youtube.com/watch?v=8gper3YkzMg YOUR MEDIA be creative be unique be where your customers are 42

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 fiveminutemarketing.com charleson.ca mary@charleson.ca 43