5 Steps to Modern Marketing
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Presented March 2013 at the Council of Volunteer Administrator's Annual Conference, the deck provides the fundamentals to marketing that makes a difference - right from the start.
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5 Steps to Modern Marketing
- 1. 5 Steps to Modern Marketing presented by jenny schmitt @cloudspark #cova
- 2. 4 5
- 3. Yes, It Matters “In today’s environment, effective marketing requires the right product with the right messages delivered in the right channels at the right time. Miss one of those, and say hello to the netherworld of failed products and services." – Jenny Schmitt BrandWeek, Inside the Mind of a Marketer, Oct. 2006
- 4. What Do You Do?
- 5. Define What You Do • Focus on people – Benefits – Personal • Positive • Non-technical • Active verbs • 15-word maximum, less is better • Single thought
- 6. How Are You Unique?
- 7. 1
- 8. Step 1: Define Your Value
- 9. What is the Value?
- 10. What is the Value? • What do I get for my investment? – Skill – Savings – Achievement – Excitement
- 11. 2
- 12. Step 2: Define Your Audience
- 13. …Hint: It’s Not Everyone.
- 14. Avoid ‘Confetti’ Marketing Folks who try everything and hope the party lands on them.
- 16. Go 2 Steps Further • Demographics: average age, income, education, gender, race, geography, etc. • Psychographics: social class, lifestyle, behaviors, motivators
- 17. Who Influences Your Audience? • Who might influence your audience to purchase services? • Whose recommendation do they trust? • Neighbors • Friends • Work Colleagues • Professional Assoc. • Media
- 18. Audience Touchpoints What are the ‘communication touchpoints’ of your target audience?
- 19. 3
- 20. Step 3: Define Your Messages
- 21. Key Messages Message transference is the goal
- 22. Key Messages •Key messages are phrases or words that represent the “Revenue” main ideas you want to express to your audience •Focused, clear, benefit-oriented
- 23. Your Message Development • Create 3 or 4 bullet points that convey the essence of your value/service • What are the main points you want your specific audience to know about your services or the value?
- 24. How Far Have We Come?
- 25. What They Think Audience will judge your message by its content, messenger, and method of delivery
- 26. 4
- 27. Step 4: Take Action
- 29. The Marketing Mix • Paid • Earned • Social • Owned
- 30. PESO • Have Money? • Have Time? • Website • Blogging • Advertising – consistency over frequency • Magazine ads – one time reach? • Facebook – build a community that • PR does the work with you • Facebook • Twitter – targeted ads • Video
- 31. Use Your Resources Wisely
- 32. 5
- 33. Step 5: Measure and Adjust
- 35. Make a Working Plan 30 60 90
- 36. jenny schmitt cloudspark jschmitt@cloudspark.com @cloudspark www.cloudspark.com
Hinweis der Redaktion
- Create an Understanding Build Your Blocks Value Audience Message Mix Find Resources Not be tasked with making another plan
- Use the example of College Fund solicitations. Or how about those great ads in bathroom stalls? Not necessarily the best channel…
- You want to help a lay person understand what you do. Finish the sentence. Get volunteers to share.
- Can you make it better? GE: We bring ideas to life. Ford: Quality if Job 1 Chick fil-A: Eat More Chicken
- These are the areas you’ll compete with.
- Why? In today’s environment, with messages coming at us from every end and every way, people are looking for value for their resources (money, time). As a luxury service offering, Pos need to comm clearly their value.
- You’ve got to clearly answer the WHY for people to make a purchase. For example, I hire a CPA, why? What is the value it brings to me? Or Super Suppers? What is the value?
- You can categorize your value, financial, mental, physical, spatial, what else? Write down the value you bring, it can be in bullet points. But get the words onto paper.
- So far, we’ve defined your service and the value it brings. Next, we’re going to spend some time here on the building block of defining your audience. Why? Because from this one exercise, you can really focus your efforts.
- So many people just say, “I’ll take anyone.” How many in here are less than 2 years as a PO? Okay, in the beginning, you may focus more on income than on audience, but let me share with you why your audience is not everyone [NEXT SLIDE]
- Confetti marketing is what I call it when folks will try anything and everything with everyone to land a client. It’s a sure set up for wasted resources and frustration on your part. Do not throw this kind of party, no one comes. Or the people who do are not the folks you want there. You’ll say to yourself “I thought having my own business would be easier.”
- So if you are new, or even if you’ve been out awhile, let’s define your audience. Who do you work with? Not sure, look at your current clients, and make generalizations. If you have categories of services, do they appeal to different folks?
- And here is where you know so much more than you think. Look at your audience, now tell me: DEMO, and you can tell me more, PSY
- We know their demo, the habits, who influences them?
- Okay, now we have a picture of your clients, let’s talk about their habits some more. Let’s talk about touchpoints… let’s thnk about your day first. VOLUNTEER: radio, tv, papers, internet, friends, calls, services, etc. Not sure, you can survey your current and former clients? Demo profile when they sign up? SURROUND SOUND: If each box represents a media or communication outlet, and the figure in the center is your target audience, effective communications envelop the audience with messages increasing awareness and recall.
- Used in all communications materials for consistency and surround sound effect What is on the BACK of your business card?
- EXAMPLE: Politicians do this ALL the time. Not always benefit-oriented if you are trying to educate people.
- EXERCISE, WRITE YOUR MESSAGES
- Identify resources