Why Marketing is like Fishing. The more you know about your market the easier it is to make the catch.

Transcription

1 The more you know about your market the easier it is to make the catch. This presentation is the property of Tackle Box Marketing Communications and cannot be used, shown, or reproduced without the permission of the author

2 Profile your prospects and customers: -Not all fish are alike -You have to know what kind of fish you re fishing for -Where they swim, who is your competition and what lures to use

3 Profile your prospects and customers: -Categorize them CEO s of companies, Rock Bands, Purchasing Agents, Doctors, what kind of Doctors? -What makes them tick, what makes them respond? -Where do they get information?

4 Profile your prospects and customers: -Demographic/Socioeconomic Segmentation gender, age, income, occupation, education, household size, stage in family life cycle -Psychographic Segmentation similar attitudes, values, lifestyles -Behavioral Segmentation degree of loyalty, emotional purchase, planned purchase

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6 Target your Marketing and Focus: -Define and chart commonalities demographics, characteristics, wants and needs -Create a data-based profile -Plan your marketing communications strategy

7 What s your unique selling proposition: -Who are your competitors -Why should customers bite price, service, brand, added value, perception, new, improved -What markets do your prospects and customers sell to or service -How can you help them with their fishing

8 Finding the right vehicles to communicate your values: -A Website, , Direct Mail, Print and or Electronic Advertising, PR, Seminars, Trade Shows, Highway Signs, Networking, Sandwich Boards, Social Media, Radio, TV. - Your profiles, demographics and the media s audience will help decide which combinations of vehicles will be most efficient -Research what media your competition is using

9 Creating lures and hot buttons: -You ve focused on who your prospects are, where they are, how to reach them and your USP -Now you need to set objectives and goals for your communications program...what is its job, expectations -Branding, selling, meeting, new products, awareness, recruiting

10 Creating lures and hot buttons: -Communicate your USP (Unique Selling Proposition) -Sales messaging Branding Strategy -Express it with Visual Verbal communications -Create stickiness -Responsiveness

11 Write a plan, map out the trip: -You've done your homework and have an idea of where your prospects are and figured out the best route to get there, and you ve established some creative ideas, now - Set objectives, goals, a budget, and research what kind of support you need to help make the trip successful -Make sure your Branding supports your marketing

12 Make the catch: -Delete meaningless responses, follow up on hot leads immediately, keep interested prospects and customers in a data base, and communicate with them frequently (keep feeding them bait)

13 Plan a new trip: -Use your experience and analytics to improve your marketing strategy, refresh your bait, smooth out the rough waters and fish again

14 Marketing tools change, the principles remain the same: -Profile your existing customers and prospects -Find the right vehicles to take you to them -Define your value proposition Develop focused messaging -Write a plan with objectives and goals -Keep in touch Keep track

15 Tackle Box Marketing Communications Marketing Communications Consulting, Branding, Advertising, Website Design, Business Development. For emerging and mid-market companies who are ready to take their business to the next level. Property of Tackle Box Marketing Communications, cannot be used, shown, or reproduced without the permission of TBMC N. Mount Juliet Rd. Mount Juliet TN /