TARGETS
B A C K W A R D S B L U E P R I N T
CAMPAIGN
Campaigns
Intersections
MarketGroups
Offerings
Branding
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INTRODUCTION
INTRODUCTIONTOCAMPAIGNS
A Campaign is a connected series of Intersections targeting a distinct phase of Branding.
Havingafunandcreativeeventtorallyyourcustomers
aroundperiodicallyisagreatwaytobuildaCampaign
and give your Raving Fans something they can get
excited about. Your Pie is one of our clients and we
helpedthemhost“PiDay”whichwasaCampaignwhere
theysoldpizzaspricedregularlyat$6or$7for$3.14in
honorof… thePi symbol. Intersections includedradio
promotions, and facebook promotions they reached
almost10,000eyeballs and evenmore earsgenerating
anincreasedin2,000fanstotheirfanpageinlessthan
tendays. More importantly, theyhadhour long lines
out their door from 9amMidnight at all three
locations the day of the event… an arbitrary Spring
day.
Findtherightevent,giveincentivestopromoteit,andhavefundoingit!
Campaign:YourPie’sPiDay
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INTRODUCTION
PRIMARYMARKETINGFUNNELCOMPONENTS
AcompleteCampaignisbuiltonwhatwecalltheThePrimaryMarketingFunnel.ThisFunnelisaseriesofdifferenttouchpointswithwhichyoucaninteractwithyourprospectsandcustomersonthelongroadfromhandshaketosignature.Remember,customersdon’tbuywhenyou’rereadytosell–theybuywhenthey’rereadytobuy.Forthisreason,eachcomponentofThePrimaryMarketingFunnelhasaCalltoAction,whichmayormaynotbetobuyyourproductimmediately.
CampaignGoal
Itisimportantthatyouhaveaveryclearideaastowhatthegoalofyourcampaignisbeforeyouspendanytime,energy,andmoneycreatingIntersectionsthatmayormaynotachievetheresultyoudesireforthisCampaign.Thegoalofyourcampaigncouldbeone(ormultiple)ofmany.Itcouldbecustomeracquisition,customerretention,brandawareness,new(orold)Product/Serviceawareness,etc.
CampaignCreative
Thisiswhereyougetcreative.Whywillthiscampaignbefunandexcitingandworthtalkingabout?Areyoucrowdsourcingcontent?Areyourunningacontest?Areyougivingadiscountorsomethingaway?Itishelpfultobeabletoexplainitinlessthanaminute(lessthan30secondsisbetter,andinoneshortsentenceisbest).
TheIntersection
TheIntersectionswelearnedaboutinthelastchapteraretheleadintoourPrimaryMarketingFunnelforagivenCampaign.TypicallytheCalltoActionofagivenIntersectionisforprospectstoenterthefunnelintheTrustBuildingContentarea.
IncidentalImpressionsdiscussedonthenextpageareanotherwaynewprospectscanenterthefunnel.
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INTRODUCTION
EXAMPLECAMPAIGNOBJECTIVES
1. TargetMarketa. Introducenewproducts/servicestoexistingcustomerbase.b. Introduceexistingproducts/servicestonewcustomerbase.
2. Distributiona. Increaseeffectivenessofexistingdistributionchannelb. Expanddistributionchannels
3. Marketpenetrationa. Reachcustomersthatwouldotherwisegotomycompetition
b. Reachcustomersthatareusingneithermyselformycompetition
4. SalesRevenue&Transactionsa. Increasetotaldollarsalesofspecificproducts/servicesb. Increaseaverageticketpriceofexistingcustomers
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INTRODUCTION
5. INCIDENTALIMPRESSIONS
AnIncidentalImpressioncanserveasasubstituteforastandardIntersection.IncidentalImpressionsarethenaturalspreadofyourBrandandProductsorServices—bothpositiveandnegative.Thiscanhappenbyprospectsobservingsomeoneelseusingyourofferingsoreventhroughadirectreferral.Butyoudon’thaveanycontroloverhowthishappens,doyou?Absolutely!Don’tevermissanopportunitytomakeiteasyforcurrentcustomerstoreferenceyourPrimaryMarketingFunnelforyou.ThinkabouttheglowingAppleonallMaccomputers–sexyright?
Theeasieritisforcustomerstospreadtheword(whethertheymeantoornot)themoreoftenitwillleadtonewprospectsenteringyourfunnel.
CaseStudy:YourPieIncidentalImpressions
• PizzaBoxesandCups• Apparel(Hats&Tshirts)• ShoutoutsonSocialNetworks,BlogPosts,Articles• Delivery/carryouttopubliclocations• Referrals&Recommendations
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INTRODUCTION
TRUSTBUILDINGCONTENT
Definition
Afteraprospecthasgivenyoupermissiontomarketyourservicestothemyou’dbetterbereadytoblowthemaway.Weallknowattentionspansaregettingshorterandshorter(thanksforhanginginherewithusbytheway).Thismeansyouneedtokeepyourmessageshortandpowerful.
Makeadecisionastowhatistheonethingtheyneedtowalkawayknowingaboutyourorganizationandthendeterminewhatisthemosteffectivemethodtocommunicatethispoint.Itmaybeavideo,anebook,orablogpostbutwhateveritisithadbetterbecompellingandendwithaveryclearcalltoaction.
OfcoursemakeiteasyforthemtomakeapurchaseiftheyarereadybutiftheyarenothaveanoptionforthemtoenteryourTrickleMarketingwhichwewilltalkmoreaboutonthenextpage.
CaseStudy:YourPieTrustBuilders
• Samples• Comeinandgetfree
pizza• Videos
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INTRODUCTION
TRICKLEMARKETING(AUTOMATED&PERSONALIZED)
Definition
Soyou’vegottentheirpermission,you’veearnedtheirtrust,butyoudon’thaveanythingtheyneedrightnow…timeforyouguystopartwaysforawhileright?No!Thisisthenumberonemissedopportunitywitheverybusinessnomatterhowsmallorlarge–FollowupFailure.Ifyou’vetargetedyourmarketingproperly,andyou’vespentthetimeandmoneytoattracttherightpersontheworstthingyoucandoisletthemwalkawayemptyhanded.Givethemsomerecurringvaluetokeepintouchsowhentheyarereadytobuytheywillundoubtedlycometoyoubecausetheyalreadyknow,like,andtrustyou.
YoucandothiswithtwodifferenttypesofTrickleMarketing:AutomatedandPersonalized.AutomatedTrickleMarketingcanbeanythingfromfacebookandtwittertoblogsandemailnewslettersorevenakeychainpromoitem(constantexposureright?).Itdoesn’tcostyouanyadditionaltimeormoneysinceyou’realreadyprovidingthisvalueforallyourcustomersandprospects…ifyou’vebeenwiseenoughtobuildthisintoyourfunnel.
Althoughmuchmoreeffective,PersonalizedTrickleMarketingcanincreasebothyourtimeandmoneyexpense.PersonalizedTrickleMarketingistypicallyfollowupphonecallsandemailsoralunchorfreeconsultation.Remember,alotoflittletricklescanmakeuponeheckofawaterfall.
CaseStudy:YourPieTrickleMarketing
• Facebook• TextMessaging• Newsletter
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INTRODUCTION
INTRODUCTORYSERVICE
Definition
Thingsstartgettingsimpleratthispoint.Yourprospectisreadytobecomeacustomer–butwheredotheystart?HaveanIntroductoryProductorServicereadyforthemwhichhaslowcommitmentbutstillhighvaluereturn.Ifyouearnthemasacustomerhereyouhavetheopportunitytorollupyoursleeves,gotoworkforthem,andblowthemawaywithyourresults.GreatdeliveryonintroservicesoftenleadstofurtherdownthefunnelwithContinuityorIdealServiceupgrades.
CaseStudy:YourPieIntroductoryService
• Comebuysomething
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INTRODUCTION
CONTINUITYSERVICE
Definition
Doyoufindyourselfinaconstantstrugglelookingfornewcustomers?Haveyoudevelopedasimpleprogramthatcanhelpgenerateresidualreturns?Ifnot,thisisapowerfulwaytocontinuetonurturerelationshipsbeyondtheTrickleMarketingandcreatemoreopportunitiestobeselectivewithforyourIdealServicedescribedbelow.
TheContinuityServicecanbeamonthly,lowcommitment,andhighreturnmodelforthecustomer.Educationalservicesorcommunitysourcedsupportconceptaregreatcandidatesforthistypeofservice.
CaseStudy:YourPieContinuityService
• ConsumerdevelopsaYourPiedaily/weeklyroutine
• Reoccurringevents(Trivia,$5Tuesday,KidMondays)
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INTRODUCTION
IDEALSERVICE
Definition
Rememberinthebeginningwhereyoutolduswhereyouwantedtomakemostofyourmoney?Wellwemadeitthere!ThisserviceshouldbetheeasiestProductorServicetospotbecauseitiswhatyourbusinesslovestodo,it’swherethemoneycomesfrom,andwhereyoudeliverthemostvalueyoupossiblycan.Wewon’tgointotoomuchdetailherebecauseyoushouldalreadyknowthisoneinsideandout.Whenyourcustomermakesittothispointyoushouldsmile,patyourselvesontheback,andsay“Congratulationsfriend,ourmarketingdollarspaidoff.”Thengobustyourbutttodeliverfirstclassserviceandprovetoyourcustomerwhytheyaredoingbusinesswithyou.
CaseStudy:YourPieIdealServices
• Catering• ConsumerbecomesaRavingFan
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INTRODUCTION
TAKEAWAYWORKSHEET:CAMPAIGNCREATION