find my customers
Post on 06-Apr-2017
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#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 2
THIS WORKSHOP IS PERFECT
FOR YOU, IF…
You are the business owner. OR
You want to be that business owner.
This business owner wants: • A different output • Something that feels right • Strategic *and* acJonable
7+2 =9
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 3
I’m here to serve entrepreneurs who want to do something good in the world.
I’m here to pioneer the evolu-on of business, demone-se marke-ng and PR, to play my part in facilita-ng the -pping point of these new breed of leaders emerging across the planet.
How can I help you? Hit me up if you need some advice.
07720312585 www.shannoneastman.com
shannon@teachabrandtofish.com www.linkedin.com/in/ShannonEastman
WHO AM I?
CONTENT:
1. Why is it so hard to find customers?
2. Emerging trends shaping business.
3. Find my customers.
FIND MY CUSTOMERS -‐ Lunch & Learn -‐
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 5
1. TacJcs before strategy?
2. Strategy lacking vision?
3. Vision missing purpose?
4. Purpose needing clarity?
5. Consumer behaviour is forever changing!!
6. What markeJng, what message, what media -‐ meh!!!
WHY IS IT SO HARD TO FIND CUSTOMERS? Because…
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 6
CUSTOMERS WE INNOVATE AND ELEVATE WITH.
TACTICSSTRATEGY
PURPOSECLARITY VISION
FINDING CUSTOMERS IS MUCH EASIER, WHEN IT’S MORE LIKE THIS:
EMERGING TRENDS
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish
“We don’t need or want average, you are either brilliant or you are inferior.”
- Robert Herjavec
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 8
1. Tech and the Glocalverse -‐ we know there’s more to life, we want it.
2. Millenials: purpose *and* profit or forget it.
3. People buy people.
4. Social Tech + Healthy Ac-vism + IT consumerisa-on: cloud, SaaS.
5. “WE space” -‐ shiding gravita-onal force in (org) culture, is hard.
6. Always on with 10+ yrs of the firehose; our nervous systems collapsed. Stress
pushed us to zen.
And Now? Now, we want meaningful.
inspired
EMERGING TRENDS
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 10
More and more, we are finding that:
Business owners want to create something meaningful.
Employees want to do meaningful work.
Customers want to buy meaningful products.
PURPOSECLARITY VISION
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 11
We are cura-ng the biggest trends and changes, from
2005 -‐ 2015, in business and in consumer behaviour, to
document the shid to a more conscience economy.
It will be ready soon ; )
To get your free copy, go here:
www.teachabrandtofish.com/conscience-‐economy-‐rising
GET IT FREE.
CONSCIENCE ECONOMY RISING
FIND MY CUSTOMERS
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish
Clarity -‐ Purpose -‐Vision Strategy -‐ TacJcs -‐ Innovate to Elevate
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 13
FINDING YOUR CUSTOMERS, IS AS MUCH ABOUT UNDERSTANDING HUMAN BEHAVIOUR, AS IT IS ABOUT MARKETING.
So is; finding and keeping your; employees, your partners, and your own peace of mind.
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 14
5 NATURAL LAWS
PRECESSION HIERARCHY OF PRIORITIES
PHYSIOLOGY
SO WHAT’S THERE TO KNOW ABOUT THESE HUMANS?
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 15
KNOW BE LOVE 100 years
Human Behaviour; leadership, employees, customers Natural Laws applied in business to create sustainable
Clear trajectory 12 months, 3 years, 100 yrs out. Clearly marked starting point with high value plan to get traction.
GROWTH STRATEGY
12 monthsToday
FIND MY CLIENTS
90 days
P1
P2You
BUILD MOMENTUM
INSPIRED INTENTION
1.2.
3.4.
3 years
MARKETING DEPT. OF ONE
Find. Hire. On-‐board.
SO HERE’S ONE WAY TO GROW YOUR BUSINESS.
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 16
BE A VALUABLE BUSINESS THAT OFFERS VALUE.
By how you generate cashflow.
#bekernotbigger
By growth + endurance.
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 17
1. Inspired IntenJon
2. 5x beker than next guy
3. Huge, massive demand
4. Compared-‐Contrasted
5. Iterate, iterate, iterate
A VALUABLE BUSINESS THAT OFFERS VALUE HAS THIS:
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 19
1. Starting Point …………………………………………………………………… Trajectory Revealed
2. 5% to 10% investment………………………………………………………. Total Revenue Target
3. 1:20 Buy Ratio…………………………………………………………………… #Clients x Avg. Price
4. Market Research………………………………………………………………. Ideal Buyer -‐ Proactive Market
5. Customer Journey…………………………………………………….………. Business Dev Plan
6. Brand Owned Media………………………………………………….…….. Business Dev Plan
7. Leadership Trajectory.……………………………………………….……… Business Dev Plan
8. Marketing Tactics .…………………………………………….………………. Business Dev Plan
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 20
B2C Segments Some Sectors B2B Segments1. Gen X -‐ (born 1965-‐80, ages 34-‐49)
2. Gen Y -‐ (born 1981-‐96, ages 18-‐33)
3. Gen Z/Millennial -‐ (born ader 1997, ages 17 or less)
4. Boomers/ Fisy Plus -‐ (born 1946-‐64, ages 50-‐68)
5. Silver -‐ (born 1928-‐45, ages 69-‐86)
6. Yummy Mummy -‐ The yummy mummy’s life is bankrolled by a working husband, she dresses in designer oukits and carries the latest must-‐have bag, with hair and nails perfectly groomed.
7. HNWI -‐ High Net Worth Individual -‐ Defined as having investable finance in excess of US$1 million.
8. Div Dads -‐ Divorced Dads
9. DINKY -‐ Double Income No Kids Yet couples
10.DIY -‐ Do it Yourself
11.FHNWI foreign -‐ living abroad
1. Health and Beauty
2. Pharma
3. FMCG -‐ Fast Moving Consumer Goods
4. Fashion
5. HolisJc
6. White Goods
7. Professional Services
8. Financial Services
9. Engineering & Manufacturing
10.Nursery
11.Hi-‐Tech -‐ businesses using the most advanced technology available.
12.Fin-‐Tech -‐ businesses using sodware to provide financial services.
13.Nano-‐Tech -‐ businesses using materials and devices at a molecular or atomic scale.
14.MarkeJng, AdverJsing, PR, Media, BroadcasJng
15.Wearables
16.Internet of Things
1. Kidpreneur -‐ An entrepreneur that just so happens to be a kid!
2. Solopreneur -‐ An entrepreneur running his/her business single handedly.
3. SOHO -‐ Shared Office, Home Office -‐ It is a privately owned and operated business or individuals who are self-‐employed with 1-‐4 employees.
4. Micro Business -‐ Have fewer than 10 employees and a yearly balance sheet of not more than 2 million Euros.
5. Small Business -‐ 15-‐50 employees 6. SME -‐ Small Medium Enterprise 7. Enterprise 8. Global Enterprise
Professionals in B2B 1. Human Resource Directors 2. Finance Director 3. Chief Opera-ng Officer 4. IT Manager 5. Managing Director 6. Marke-ng Director 7. Office Manager
Mindsets of B2C Emerging Trends Mindsets of B2B• Religion, • Poli-cs, • Culture • Ethnicity • Past experiences • Ability to compare/contrast your product • Early adopters or laggards?
• Demone-sa-on • Digi-se • Democra-se • Disrup-ve -‐ 3D prin-ng, Drones, Robots • The future is renewable • Demterialise
• Conscious Business Owners • Exit in 3 to 5 • Lifestyle career • By Leadership style: Kaizen, Copera-ve,
Hierarchy, Flat, Holacracy
IDEAL BUYER PROACTIVE MARKET GET SOME FOCUS
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 21
Psychographics Behavioural
What are they reading and talking about? What are they Googling? Find this by looking here: • Magazines • Books -‐ best sellers on Amazon (read reviews) • Online communities and keywords -‐ sentences, phrases, words • Blogs and bloggers • Sponsors, advertisers, charities in common • Content -‐ most downloaded, top ten lists? • Mindset -‐ for example, “if they buy insurance, they likely don’t
believe in God.” • Pain, pleasure
Where are they hanging out? When and why are they going there? Why are they going? Find this by looking here:
• Events; conferences, course, workshops, seminars, networking, online and offline
• Key Influencers, Brands, Projects they follow, trust, invest in? • Memberships, associations, industry awards • Preferred method of communication • Who are they engaging with similar to you? • What are they doing to solve their challenge if not you?
Demographics Social-‐Technographics
Where are they in their own lifecycle? Child, young adult, engaged, married, divorced, empty nest, graduate. What lifestyle attributes are notable?
• Gender, age, education, job title • Family size • Income • Ethnicity • Cultural influence • World politics • Religion • Politics
How do they use social media? Tables, iPhone, Android? Do they create and upload content, or do they just want to collect, comment and share your content?
• http://empowered.forrester.com/tool_consumer.html • Add your demographics in the tool to get detailed statistics of your
ideal clients. • https://www.wolframalpha.com/input/?i=facebook+report • https://followerwonk.com/
Geographics Brands Similar to you
What opportunities does geography present?
• Post codes • Language • Time Zones • Population density
Three companies that are likely being shortlisted with yours as possible solutions to their problems.
1. Company one 2. Company two 3. Company three
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 22
OPPORTUNITIES ARE ENDLESS.
1. Consumer behaviour is changing therefore business is changing.
2. MarkeJng is changing.
3. Values, prioriJes and ways of being, doing, having are changing.
So what are 2 massive opportuniJes for your business because of this?
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish @MSFTVenturesUK 24
MARKETING DEPARTMENT
OF ONE
Someone with a pulse? Or…. Someone inspired?
Outputs from the bridge = their job descrip-on.
StrengthsFinder 2.0 DISC
3-‐year co-‐created career paths.
BUSINESS DEVELOPMENT ACCELERATOR
Nail your growth strategy, find your customers, hire and on-‐board your marke-ng department of one.
Programmes come in three speeds: days, weeks, months. Programmes come with workbooks and hands-‐on support.
call: 07720312585 email: shannon@teachabrandtofish.com
#MeaningfulMarke-ng @ShannonEastman @TeachBrand2Fish
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