Copywriting I

The ten step marketing plan overview

Class 1

• Course outline• Points of business• Assignment• Contact info

Contact Info

celiberal@georgebrown.ca

Course outline and objectives

Marketing Plan Relevance Press releases Brochures

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From most structured to least structured

Goals

• Define Copywriting

• Define Marketing plan

• Understand relationship between marketing plan and target audience

• Understand relationship between target audience and the copy we write

PAIN

SECRETPROMISE

Copywriting

• Motivates• Educates• Inspires• Informs

and copywriting Sells

What is Copywriting?

All writing is:

Purposeful

Audience -oriented

Economical

CONTENTALL writing is:

Content Objectives• Overcome resistance• Create a connection• Motivate or inspire• Mobilize or reinvigorate• Introduce new directions• Show value proposition (UVP or USP)

Content Objectives• Increase customer spend• Educate about an aspect of offer• Break into a new market• Create leads or keep feeding them• Enhance loyalty• Increase market share

Copywriter Wanted

•The Marketing team for Loblaw Companies, is seeking a talented copywriter, working in a fast paced, food-focused environment, working closely with our team to produce beautifully cutting-edge product and marketing creative copy to support our numerous banners and brands. 

Responsibilities• Write customer-facing copy in a variety of

product categories• Ensure timelines are met • Leverage multiple resources (books, magazines, web, product developer, chefs, etc) to conduct research for effective and creative writing.• Must be capable of creating, impactful, targeted messaging with a minimum of words

Because no kid ever said,

“Hey Mom, can I have some more trans fat?”

Marketing plan – why?

1. Where are we now?

2. Where do we want to go?

3. How can we go there?

4. How can we control it?

What does a marketing plan do?

• Tracks Costs / Measures Value• Helps with Focus• Charts Success• Serves as a Business Handbook• Captures Thinking on Paper• Reflects the Big Picture• Becomes a Document to Build On

The Marketing Plan

1. Market research

2. Target market

3. Product

4. Competition

5. Mission statement

6. Market strategies

7. Pricing, positioning and branding

8. Budget

9. Marketing goals

10. Monitor your results

Market researchUnderstand your market

Are there segments in my market that are being underserved?

Are the segments big enough to make money?

How much share of that market do I need to capture, to just break even?

Is there too much competition in the segment of my market to be competitive?

What is my competition’s weaknesses?

Market researchConsider: • Market dynamics, patterns including

seasonality • Customers – demographics, segment,

target markets, needs (wants), buying decisions and habits

• Product - what's out there now, what's the competition offering

• Current sales in the industry • Benchmarks in the industry

Target Market

A defined segment of the market that is the strategic focus of a business or a marketing plan. The members of this segment (or

segments) possess common characteristics and a relative high propensity to purchase a particular product or service.

Because of this, the members of this segment represent the greatest potential for sales volume and frequency.

Target market is often defined in terms of geographic,

demographic, and psychographic characteristics.

Maslow’s Hierarchy Of Needs

Target Market

• Geographic physical location

• Demographicage, gender, sexual orientation, income bracket, and/or education

• Psychographicpsychological traits, characteristics, or lifestyle

Psychographics

• Lifestyle— interests, hobbies, activities, interests, opinions, values, media preferences.

• Everyone has two lifestyles, the one they are in now, and the one they aspire to, which is usually better than the current one.

• Almost all decisions are influenced by the buyer’s current and desired lifestyle.

Psychographics

• Personality traits• Sincerity.• Excitement.• Competence.• Sophistication.• Ruggedness.• Social class

Psychographics

What your beer says about you

Target market

• Find niche or target markets for your product and describe them.

• If you say that your target customer is "everybody" then nobody will be your customer.

Choose a niche

• Make sure to choose a niche that interests you and that is easy to contact. I can’t stress this point enough. Don’t pick a niche that you can’t communicate with or that costs you a ton of money to contact.

• You could be a "writer that specializes in financial services" or a "C.P.A. for used car dealers" or a "dry cleaner for a specific condominium development."

Product

• Describe your product. • How does your product relate to the

market ?• What does your market need?• What do they currently use?• What do they need above and

beyond current use?

Competition

• Describe your competition

• Develop your USP (unique selling proposition)

• What makes you stand apart from your competition?

• What is your competition doing about branding?

Mission statement

Write a few sentences that state:

• "Key market" - who you're selling to

• "Contribution" - what you're selling

• "Distinction" - your unique selling proposition

Marketing Tactics

• Networking and Word-of-mouth - go where your market is

• Direct marketing - sales letters, brochures, flyers, posters

• Advertising - print media (newspaper ads), electronic media (television ads, radio ads, infomercials), OOH (out of home – transit ads, billboards) directories

• Training programs - teleclasses, webcasting

• Write articles, public speaking, give advice, seminars, newsletter (print or electronic), become known as an expert in your chosen field.

• Direct/personal selling, door-to-door, telemarketing

• Publicity/press releases, articles

• Trade shows, contests, sweepstakes, charity events, special events

• Web site (banner ads)

• Incentives (Take-one box, gift certificates)

• Yellow pages

Pricing, positioning and branding

From the information you've collected, establish strategies for determining:

• the price of your product • where your product will be positioned

in the market• how you will achieve brand

awareness.

Budget

• What strategies can you afford ?• What can you do in-house, what do

you need to outsource?

Marketing goals

• Establish quantifiable marketing goals.

• For instance, your goals might be to gain at least 30 new clients or to sell 10 products per week, or to increase your income by 30% this year.

• Your goals might include sales, profits, or customer's satisfaction.

Monitor your results

• Test and analyze. Identify the strategies that are working.

• Survey customers. • Track sales, leads, visitors to your

web site, percent of sales to impressions.

• Establish ROI (return on investment).

Body Copy:New Spudz Stix are air-popped, not fried, and contain zero trans fats. Of course the only thing kids care about is that they’re delicious. They come in great flavours like Ketchup, Cheesy Nacho, and Ranch - and they’re from Quaker, so Mom’s going to love them too.Slogan:The only thing kids know is that they’re delicious

Define the product or service

• Describe the attributes of your product in terms of features and benefits

FeaturesBenefits Positioning

Choose your target market

• Age • Gender• Income• Other Factors

Know your competition and USP

• Competition• USP (what we have that the

competition does not)

Unique Selling Proposition

• Your USP is the key to everything• Once determined, your slogan,

advertising campaign, and design projects all reflect it

Understand business environment

• Economic • Political • Legal• Social/Cultural• Technological

Promotional Strategy Objective

• Fulfillment

• Target Market’s esire

• Brand Awareness

Write your sales message

• Inform target market what they can get

• Slogan: The only thing kids know is that they’re delicious

Select Promotional Media

• Media must reach defined target market and allow us to accomplish our promotional strategy.