All MarCom is meant further these two goals:!! 1.!Create/sustain demand by!branding to establish preference! 2.!Shorten the sales cycle!!

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2 All MarCom is meant further these two goals:!! 1.!Create/sustain demand by!branding to establish preference! 2.!Shorten the sales cycle!! Pg 2

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4 Activity Think about a hobby you have: 1. List the key sources of informa;on that helps you stay informed about your hobby. 2. Rank the sources based on your favorite media.

5 Example Sources of informa.on on drumming Rank Watching videos of drummers on YouTube 4 Online forums 5 Talking to other musicians 2 Hanging out at Steve s music store 3 Modern Drummer magazine 1

6 Discussion! What informa.on do you get from your favorite medium? Which medium has the most credibility in your space? Who are the other consumers of that media? Which industries are different media fit for?

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8 Demographic Psychographic Geographic Contextual Age Gender/Race Weight/Height Interests Lifestyle Beliefs & Fears Local/Regional Na;onal Interna;onal Place Task Group

9 Activity: Imagine a Customer Looking for Your Solution! What kind of language does your target audience use in this situation? What kind of language does your target audience expect from the medium? What is the overall impression you want the audience to have of you/your product/ technology after reading your messages? What is my call to action?

10 In what medium will you send out the message?! Audience Who are the people you want to reach with your message?! Ex: Young professionals traveling to London! Ex: Link from AI Hotel website to Expedia.ca and other travel websites! Medium Credibility How do you establish credibility with that audience? What kind of evidence are they looking for?! Ex: Peer reviews of hotels! Message What is the content of your message?! Ex: A1 hotels are clean and conveniently located!

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12 !! A comprehensive map categorizing marketing activities, displayed using an analogy of a subway system.!!developed in London by: B2B CM!

13 Categories of Media!

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16 Example Sources of informa.on on drumming Rank Watching videos of drummers on YouTube 4 Online forums 5 Talking to other musicians 2 Hanging out at Steve s music store 3 Modern Drummer magazine 1

17 Current customer objective/ information need Your Marcom approach

18 Current customer objective / informati on need My current coffee isn t good enough; problem recognition Polling friends and family; searching online to find out what my options are? Consumer reports, customer reviews online; listening to expert recommendations to decide. Consider timeline of purchase, urgency of deciding, Is this as good as I thought it would be? Your Marcom approach at this stage Promote high standards of taste for coffee; website contest for worst take-out coffee in the city; pamphlet at WholeFoods Make sure you send consumer review sites your product for review; search engine optimizatio n, online media coverage; Make sure you have a strong brand that is recognized by people when they think of the customer s problem Offer discounts for first-time buyers; limited sale; where/when do people buy? Consider Buying triggers, like brands at a corner-store etc. Convince your customers they are satisfied with your brand, keep them part of a community, postpurchase surveys

19 Audience For [Target Customer] Who. [is experiencing what problem?] Our product is [Our Solu;on] That provides [Values] Unlike [Our compe;tors and their weakness] We have assembled [something unique] Medium Message Credibilit y

20 Audience For [People who love cookies and want to live a healthy lifestyle without the fat] Who. [are looking for healthy, low cal, yet tasty cookies] Our product is [Amish made, home- made, organic, low fat cookies made from a 100 year old Amish recipe ] Medium Message Credibilit y That provides [delicious, tasty and healthy cookies giving you guilt free pleasure at under 100 calories per 6 cookies using all natural ingredients] Unlike [John s cookies who cannot match health with taste, our product has been tested and preferred over John s cookies by over 90% of tasters]

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22 The Sales Canvas Inbound Sales (customers come to you via MarCom) Outbound Sales (you go to your customers via outbound activities) Where do leads come from? Lead Sales Opportunity Spreadsheet Prospect Sales Conversa;on Sales Call Talk Track Internal Sales Management Stakeholder Management Chart Qualified Prospect Negotiations External Sales Process Tracking Sales Activities Developed Committed The Ask R = A X Q Transacted $

23 The Sales Canvas Pipeline/Funnel Lead 5% 1 mo Prospect 10% 2 mo Qualified 25% Prospect 2 mo Developed 50% 1 mo Committed 75% 1 mo Transacted 100% 3 mo

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25 Target customer Have you talked to them yet? NO = LEAD YES. Still interested = PROSPECT Do they have the money? Do they have the problem you are trying to solve? Are you talking to right person? YES = QUALIFIED PROSPECT NO. Not interested = Move on to another prospect Have they verbally committed to buying? YES = COMMITTED NO Have they signed a cheque?! NO YES = TRANSACTED

26 The Sales Canvas Inbound Sales (customers come to you via MarCom) Outbound Sales (you go to your customers via outbound activities) Where do leads come from? Lead Sales Opportunity Spreadsheet Prospect Sales Conversa;on Sales Call Talk Track Internal Sales Management Stakeholder Management Chart Qualified Prospect Negotiations External Sales Process Tracking Sales Activities Developed Committed The Ask R = A X Q Transacted $

27 1. Introduc.on 2. Interview to iden;fy problem/need [Iden;fy key stakeholders and other people involved in the process] 3. Posi.on your product matching value & benefits with Customer Needs 4. Answer customer objec.ons 5. Trial Close Test to see if Customer is ready to move forward. 6. Nego.ate to a solu;on using elements of ;me, cost, procurement process. 7. Ask for the sale

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