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For ____________________________________ (state the target market)who want or need ___________________ (state what they lack)my company provides _______________ (state what you give them)that benefits them by ________________ (state the primary benefit)so they can ____________________________ (state the positive outcome)
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For nonprofit development officers
who want or need an impressive, eco-friendly event look within a limited budget
my company provides eco-friendly, professional, affordable styling options
that benefits them by showcasing a professional, eco-friendly fundraiser to impress donors
so they can create a high-quality perception to get more donations within budget.
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1) Be specific. Be precise. 2) Multiple target markets? Multiple brand statements. 3) Tailor the outcome to show exactly how you help.4) The brand statement is your core messaging.
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1. Online: SBA Office of Entrepreneurship Educationhttps://www.sba.gov/offices/headquarters/oee/resources/2836
2. Michigan SBDC http://sbdcmichigan.org/our-services/
2. Michigan Public Librarieshttp://www.publiclibraries.com/michigan.htm
4. Surveys: Online (such as SurveyMonkey) or in person
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Question #1: B2B or B2C?
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Build Your Demographic – B2BIndustryMissionCompany SizeRoleTheir Target MarketCompany CultureOther Key Attributes
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Build Your Demographic – B2CGenderAgeRelationshipsCultureReligionLanguageOther Key Attributes
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Comfort /
Pleasure
Cause
Affiliation*
Profit /
Gain
Preventing
Loss
BelongingAvoidance
of Pain
Pride /
Prestige
What is your target market’s pain point?
• B2B – Motivated by economic factors: some combination of Profit / Gain, Preventing Loss, and Cause Affiliation
• B2C – Could be motivated by any combination
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The Problem You Solve: _________________________________________ Buyer Motivation: _________________________________________ Emotional Appeal? Yes / NoWhich Emotion?: _________________________________________
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The Problem You Solve: Creating a customized, eco-friendly weddingBuyer Motivation: Pride/Prestige, Comfort/PleasureEmotional Appeal? YesWhich Emotion?: Pride, Happiness
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SERIF
Formal
Traditional
Respectable
Reliable
Authoritative
Good for print –
body of content
SANS SERIF
UniversalSimpleStableClean
Good for web –body of content
Script
FeminineFancyElegantCreative
Good for invitations
DISPLAY / DECORATIVE
EXPRESSIVEAMUSINGUNIQUEBOLDMEMORABLE
Good for headlines
MODERN
COOL
DISTINCT
PROGRESSIVE
STYLISH
Good for
niche markets
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Order, logic, security
Energy, power, masculinity
Connection, community, femininity
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GeographyInternationalNationalRegional/ProvincialCity/CountyNeighborhood
Spending Their TimeOffice, SchoolHomeSocial mediaCurrent EventsMagazines, NewsStoresExclusive Clubs / Groups
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NewslettersMailSocial MediaBulletin BoardsGroupsAdvertisements, BrochuresMember Discounts
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1. Be where the people are. Often.
2. Listen
3. Create Goodwill
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It takes at least 7 touches to……convert a “lead” into a sale. …build trust!
Byproducts:Recency IllusionReferrals
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1. Businesses from other industries with a similar target market.2. Local businesses with similar traffic.3. Businesses in the same industry with which a mutual
agreement can be made for outsourcing or overflow business.
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Tuesday, March 21: Building Your Online Marketing Strategy
And check out the replays of:How to Develop Your Brand
Smart Principles of Marketing Messaging
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