Targeting Your Marketing to Drive Success. January 14, 2019 Gardnerville, Nevada Lani Lott, President of L.L. Consulting

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1 Targeting Your Marketing to Drive Success January 14, 2019 Gardnerville, Nevada Lani Lott, President of L.L. Consulting

2 BUSINESS PLAN Targeting Your Marketing Efforts and Dollars MARKETING STRATEGY ATTRACT CUSTOMERS PURCHASE SERVICES OR PRODUCTS GENERATE INCOME FOR YOUR BUSINESS

3 Targeting Your Marketing Efforts and Dollars DRAFTING Your Marketing Plan or Strategy 1. What are your goals for your marketing strategy? Reach a new market Launch a new product or service Strengthen your brand 2. Identify your primary and secondary target customer group 3. Inventory all of your current marketing and promotional tactics and access effectiveness against new goals 4. Align your marketing strategy with target customers 5. Implement the strategy 6. Measure success

4 Interest or Purpose Cultural Heritage Seekers Fitness and Health Trips Adventure or Outdoor Enthusiasts Regional Day Trippers Why Are They Visiting? Stateside Tourists International Tourists Foodies, Wine and Brewery Lovers Antiques and Vintage Seekers Families with small children or aging parents Empty Nester Celebration Skip Generation (Grandparents with Grandkids)

5 Generational Baby Boomers (Born between ) Generation X (Born between ) Millennials (Born between 1981 and 1999) Who Are The Visitors? Generation Z (26 to 22 year olds)

6 Baby Boomers ( ) Still leave and listen to voice mails Slowly embracing technology Highest value as consumers in the market today Demonstrate brand loyalty Go for the Up-Sell Tie in Cash Back Incorporate traditional marketing and sales tactics Skip the discounts

7 Generation X ( ) Neglected middle child and smallest generation They are juggling child care, homeownership and reaching peaks of their careers They are busy and working a LOT They gravity towards coupons They trend to purchase products or services that benefit society or the environment Consider Lifestyle Nurture Programs 50% of Gen Xers will take a vacation Authenticity- they hold strong family values along with desire for safety and security Snail mail and both work well; try direct mail

8 Millennials ( ) Slowly taking over the workforce Social media and pop culture has been a big part of their life Largest generation of entrepreneurs Valuing social issues far ahead of economics Least frequent in-store shoppers Most responsive to online shopping opportunities Recommendations from friends and families Motivated by shopping ease

9 Millennials ( ) Love the next big thing focus on innovation Use reviews!! Connect with them through social media incentives Utilize rewards or loyalty programs Try radio commercials Outbound marketing is out; Inbound marketing is in Authentic content empowers them and create it for their interest New sharing economy Just want to have fun

10 Generation Z (16 to 22 years old) First generation raised fully on social media Debit payment systems; not credit cards Very aware of deals and prices Seeking out ratings and reviews is part of their DNA Screen is mobile and hands always on it Mobile based advertising

11 Traditional Is NOT Out of Style Cooperative Opportunities Local print and special editions Downtown brochures, fliers, posters FREE listings in publications Leveraging article in publications Local cable that plays in hotels, motels, VRBO Radio remote during grand opening, special celebrations

12 Community Events and Promotions Know what is going on when and objective of event Leverage being a vendor or hosting a pop up business Participate in cooperative advertising opportunities Be open, build a window display around the event Offer in-store specials or just looking coupons Host something special demo, guest speaker, in-store fashion show, food and wine paring, specials of the day Mind the curb appeal of your business Build your mailing list Act as a community ambassador and support the events

13 The Internet Website Social Media Apps Google Places Marketing Review Sites Partner Sites

14 Social Media Figure out which platforms appeal to your market Authentic, quality content is the new normal Fully develop the platform utilize all the features Review sites are a must - and manage them Leverage community and partner sites Hashtags, Facebook Live, Facebook Groups, etc. Track and measure

15 Try New Approaches To Stay Fresh and Reach New Customers Airbnb and VRBO Mobile marketing E-marketing SMS text programs E-commerce Evening activities Open on weekends Experiential retail Cluster promotions

16 Leverage, support and participate with Main Street Gardnerville, chambers, visitors bureau, county, city, industry association, statewide resources and national. Networking, Partnerships and Resources Town of Gardnerville Douglas County Nevada Small Business Development Center Northern Nevada SCORE - Main Street Gardnerville - Share, network, mentor, learn, lead, listen and be part of the solution.

17 Thank you! Lani Lott, President of L. L. Consulting