Be a smarter marketer when you focus your marketing at the point of choice. This webinar guides you to the essential elements that will help you be a more effective marketer. Branding, design, messaging all work together to grab attention and inspire response.

1. Marketsmarter
fromthepointofchoice
March 27, 2014

2. << WELCOME >>
You’re our beta test group
We want your feedback!
#pointofchoice

3. Remarkable
marketing
focuses on
people … and
how they
choose.

4. Have you ever gone to the grocery store with a short list
and walked out with a full cart?

5. The point of choice is based on ACTION …
a decision to choose one way or the other

6. Why the “point of choice”?
As a marketer, create the idea,
message, visual or
next step that will
inspire that response, that choice.

7. So many choices … where to start?
Help them choose you.

8. Action
Offer
Why
Audiences
At the final point of choice,
what specific action should
your audience take?

9. Start with …
Who are your audiences?
What is their role
in a decision?

10. A pharmacist will
drive more sales
through
recommendation
than an individual
who will buy once.

11. Generations
affect perspective
and
communication
channels
From Inc.
magazine
November
2012

12. Then consider …
If someone is looking
for what you offer,
where are they looking?

13. 2010 – 5.3
2011 – 10.4
2012 – 16+
Google: Zero Moment of Truth

14. If they find you…
Will you stand out?
Will they see at a glance
what they’re looking for?

15. Do you stand out
from the crowd?

16. How and where
can you influence them
at different levels
of decision?

17. AIDA
Attention Interest Desire Action

18. How are you different?
What ideas, services, messages, images
will help you stand out from other
choices your audiences have?
Why should they choose you?

20. Attention

21. Attention

22. Interest

23. Interest

24. Desire

25. Desire

26. Action

27. Action

28. Use design and
color to grab
attention and
be recognized.
A brand promise
is what your
customers can
count on.

29. They care about what they get …
not your point of view or a list of stuff you do.

30. Help first …
be a resource.
Help people
compare,
understand,
take action.

31. How do you
find the points
of choice that
are right for
you and what
you offer?

32. Listen to your customers
What comments do you
hear? “I see your trucks
everywhere” or “I couldn’t
find you” or “I couldn’t find
what I needed on your
website” or “when I toured
the campus I knew” …

33. Let’s review

34. A point of choice is action
• It’s where your target
audiences can respond
to move closer to a final
purchase decision
• To find the points of
choice you must first
know your audiences,
then match your
message with what
they’re looking for …
where they’re looking

35. You must stand out to engage
• Rise above the chaos
and the competition
with bold design and
clear, simple messages
• Ensure your audiences
can quickly see “what’s
in it for me?”
• Don’t make them
search or think, be
direct and clear

36. Lead them to the next step
• At a glance, what’s the
call to action, or the
next step to take?
• Don’t leave them
thinking “so what?”
• Clear up confusion,
address concerns, help
them choose

37. Make it easy.
Keep it simple.
Delight your audiences.
Help them choose you.

38. Your wrap-up checklist
Who are your audiences?
• How do they find you?
• What are they looking for?
• How do you provide what
they’re looking for … in their
terms, from their point of
view?
Where do they choose?
• What are the critical
decision points?
• What gets their attention?
• How do you answer their
questions?
• Have you answered
“what’s in it for me?”

39. Ready to rock your
marketing?
Find your points of choice …
focus your marketing
messages and calls to action
there first. Get BIG response.

40. So much to think about!
Stop and breathe … questions?

41. What’s your next step?
1. Visit our website to download free
guidelines and worksheets to help you
market smarter: creativeco.com/resources
2. I can work with your team to find your
critical points of choice. 2 hours for $200
3. Or talk to me about marketing coaching or
refocusing your marketing strategy.

42. Follow Jennifer and Creative
Company on Twitter, Facebook,
LinkedIn, Google+
Read our blog at
Optimizemybrand.com and see
our work on our website at
creativeco.com
Questions? Comments? Requests?
Email me at jlmorrow@creativeco.com
Thank you!
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know your thoughts.
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