What Products Do I Use? What You Need To Know

Transcription

1 What Products Do I Use? What You Need To Know

2 Presentation Goal What should we be asking the client? What do these questions tell you? What is the Sales Cycle for the client. Top Verticals.

3 What Should We Be Asking? What are you currently doing when it comes to Digital Advertising. SEM?, Social, Marketing, Digital Display or Video Who is your best client and what and how do they typically purchase. How do you target your best clients now? Do you do any Social Media? Do you post weekly or more often? How Many followers do you have? Do you buy Cable TV? Why and How do you use it? Do you have a company handling the backend of your website? Analysis: What Do These Questions Tell You? Competition These questions help pull out a (Media/Digital) competitor and what they are doing. You also learn about who their competitors are. Type of Sale Is it a big ticket item or do people need the product or service right away. Type of Buyers While all products can be sold to anyone at anytime- who are their top clients and when do they star looking for them.

4 Analysis: What Should I Do & Why? Competition Helps set how much the budget should be to fight the good fight or if the client is small areas to avoid cause they can not win. Ie-New HVAC company on SEM with to small of a budget to compete. Type of Sale Type lets you know if you if customers choose a business out of need and convenience. Can also determine amount of research someone does Type of Buyers Buyers are more than just demos- they are lifestyles, types of Jobs, number of kids, what they drive, where they eat, products they own and Insurance they have Type Of Buyer The better we understand the type of buyer beyond just a demo the better we can not only target the buyer or consumer but knowing how to reach them. Based on who the buyer or consumer is and the time involved in the sales ads direction to the ad copy and to the products.

5 Competition Several National Changes are all buying SEM Your client could still be effective but their budget might need to be higher than the client is comfortable to make sure their add is at the top more than 75% of the time across key words and phrases If Competitor is a large local advertiser. Look for holes, most large advertisers tend to shift to Radio and TV as their main sources with some digital. Because local media is about personalities some competition will not be on all channels or not work in all medias because of friendships. These are opportunities for your client What does you client have that is different. Does you client have a niche? Is there a place that this niche is greater in the market? Does your client want to grow or maintain? Sounds funny but many business are trying to hold share because they are not equipped to grow, these clients are often the ones we feel don t have the money or can t make up their mind, but in fact they can t ramp up fast enough if their business grows to quickly. So they are looking to maintain and add slowly

6 Type Of Sale Type of sale is important because it speaks to Speed of purchase. Emergency services- Broken A/C, Plumbing, Lawyer- these all tend to be choices made within a half day and typically with little research. So client can benefit from good market position or Brand, but can be beaten by a compelling position like 24/7 with no after hours service charge Impulse Sales- Items like Fast Food, Convenience Store, Clubs, Drinks and food products- These don t require research but they do require that the consumer is aware of them and they are placed where the consumer can access easily (1 hour) Big Ticket Luxury Items- Dental Implants, Plastic Surgery, Lasik, RVs, Boats and engagement Rings- all of these items get searched heavily prior to purchase and the desire or ego of ownership is driving purchase (1 to 6 months) Improvements to Home or Purchase- Flooring, Kitchen and Bath remodels- Longest term of planning and research (6 months to 18 months) Big ticket but needed items- Appliances, Electronics, Mowers, Cars or Trucks- The research on these is now much less because when an item starts to go it cause a person to become fearful of what might happen if they are without it. (1 week to 45 days) Seasonal Items- Clothing, Weightless, Vacations and Theme Parks- Seasonal triggers such a Back to School or Jan 1 for Weightless. These items are typically about a deep Discount and need to be seen by all potential consumers at right moment in that season (1 week to 3 weeks)

7 Type Of Buyer 1. The better we understand the type of buyer beyond just a demo the better we can not only target the buyer or consumer but knowing how to reach them. 2. Based on who the buyer or consumer is and the time involved in the sales ads direction to the ad copy and to the products.

8 How To Choose Color Strength Strong Medium Weak Product Emergency Impulse Big Ticket Lux Big Ticket Needed Seasonal Home Improvement SEO SEM Targeted Display Social Targeting Video Geo Fence Spotify

9 Quick Example Additional Data- Client has very low budget and does not want to fight with the Big Boys ADT and such in the market- what is your recommendationsand Why? The most common service here would be SEM, But the client said they don t have the budget or desire to compete with the big boys- So they are holding Share not growing. Second choice would be Targeted display since they have time and we can inform the market offer specials and such as well as target home owners with income in targeted Zips. Client is looking for residents who own homes, typically 35 to 55 years old, have kids, make in the upper 1/3 of the income in the market. Have over $100k in valuables or assets. Client is not the cheapest- so customer needs to see the Value, best customers come from Referrals- Ticket $30 to $50 a month Equipment cost is upfront several hundred dollars Last choice and the winner with the client- Social Media Targeting- Because the client believes that Referrals are king marketing to Facebook in his area with targets will allow much of what Targeted Display did but with a quicker response and reaction since it is a smaller and tighter focus

10 Quick Refence Guide- Biggest Digital Opportunities Type of Business Medical Home Services Sample Businesses Lasik, Dental Implant, Bariatric HVAC, Garage Door, Plumbing Top Product Second Product Third Product SEM Targeted Social Targeting Always try to add Video SEM Video SEO Targeted Legal P/I SEM Video Targeted SEO Super Small Biz Auto/RV Client with a Facebook Page Only New or Used One Page Landing Page SEM Social Targeting Possibly Geo-Fence with Conversion SEM Targeted Display Targeted Video Retail Clothing Targeted Social Video SEO Event Home Improveme nt Local Events Flooring- Rehab Social Video SEM Targeted SEM Targeted Social SEO