how to interact with the right customers

How to Interact With the Right Customerpowered by ActionCOACH

You need results for your business and we do that.

Fueled by passion and driven by results, we help businesses realize their full potential.

Lee Constantine

Marketing Director

Lee Constantine is a young marketer and writer who intuitively

understands that you need to constantly produce content and

engage to win an audience.

Michael Durant

CEO, Chief Creative

Michael Durant is a creative branding genius groomed by his gift to turn imagination into reality. He is known for helping people realize

their wildest dreams.

• What is a brand voice?• What are you saying and how are you saying it?• How your brand archetype can grow your business• Is it interacting with the right customers?

Your takeaways

Finding your

brand voice is difficult.

“The art of marketing is the art of brand building. If you are not a brand you are a commodity. Then price is everything and the low cost producer is the only winner.”

Philip KotlerProfessor at Kellogg

School of Management

Your Brand VoiceA company’s tone of voice will inform all of its...

Design• The look and

feel of EVERY piece of marketing

Written copy• Website• Social media

messages• Emails• Packaging• And more

Your Brand VoiceA company’s tone of voice will inform all of its...

The HOW• The look and

feel of EVERY piece of marketing

The WHAT• Website• Social media

messages• Emails• Packaging• And more

Who is your customer?

Who is your customer?As a starting point, consider these:

• Is your ideal customer male or female?• How educated are they?• What is their rough income bracket? How much

discretionary income do they have?• Do they have children?• What types of news/media do they consume?

Medium intent

Paid Search

Yelp

Partnerships

Newsletter

Social Media

Organic Search

Banner ads

Referrals

Webinars

High intent Low intent

Searching for your product

Recommendation from a trusted source

Not searching for your product

Why is this important?• It’s an expression of the people behind the brand• It sets you apart from the rest• It build trust• It is used to influence and persuade

Twitter Facebook Blog

Why is this important?• It’s an expression of the people behind the brand• It sets you apart from the rest• It build trust• It is used to influence and persuade

Why is this important?• It’s an expression of the people behind the brand• It sets you apart from the rest• It build trust• It is used to influence and persuade

These are very much EXTERNAL to your brand.

Who are you as a business?

Who are you as a business?As a starting point, consider these:

• What does our company represent?• How do we interact with our customers?• Do we appeal to more lifestyle or practicality? • WHY are we in business?

Define your brand archetypeA symbol, theme, setting, or character type that recurs in different times and places in myth, literature, and rituals so frequently as to suggest that it embodies essential elements of ‘universal’ human experience.

Define your brand archetypeA symbol, theme, setting, or character type that recurs in different times and places in myth, literature, and rituals so frequently as to suggest that it embodies essential elements of ‘universal’ human experience.

What does that mean?

Stories, values, beliefs, strengths, etc., about your brand that…

• Make communication more effective • Allow strategies to come more naturally• Make growth transitions easier

Define your brand archetype

Stories, values, beliefs, strengths, etc., about your brand that…

• Make communication more effective • Allow strategies to come more naturally• Make growth transitions easier

These are very much INTERNAL to your brand.

Define your brand archetype

The end goal:To humanize your brand voice.

Recap • Finding your brand voice is difficult• It’s WHAT you say and HOW you say it• WHERE are they hanging out online and offline?• Your brand archetype determines how you

interact with them and how they perceive you• The end goal is to human your brand voice

Thursday, October 1, 2015 from 8:00am-3:00pmhttp://blueprint.smithdurant.com/superhero-bootcamp-september/

1-day Business Bootcamp

mdurant@smithdurant.com 702-583-7301

@michaeldurantlv

Let’s talk about your business goals. www.smithdurant.com

Lee Constantine

Marketing Director

Michael Durant

CEO, Chief Creativelconstantine@smithdurant.com

616-291-4664

@leeconstantine