backwards blueprint - marketing analysis
TRANSCRIPT
“Nothing happens in business until someone sells something.” We can help you do more business.
(706) 621.7798
Support@AthensSocialMedia .com
www.facebook.com/AthensSocialMedia
@ATHSocialMedia
www.AthensSocialMedia .com
Deliberate Marketing Decisions
B A C K W A R D S B L U E P R I N T M A R K E T I N G A N A L Y S I S
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Whatwillwecover?
1. Introduction
2. Uncovery
3. Benefits&ServicesWeCanOffer
4. AffirmationsandRebuttals
5. Contact&Follow‐up
People buy from people they Know, Like, and Trust…
We help you be that person to more people.
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Introduction–Whyarewehere?
1. LeverageConcepts–WewillhelpprepareandeducateyouontheconceptsandincrementalbusinessopportunitiesthatexistforyourbusinessontheInternetwiththelatestemergingtechnologies.
2. ApplyStrategy–Wewillworkwithyoutodiscoverandcraftthebestwaystoutilizetheseconceptstocreateastrategypersonalizedforyourbusiness.Weknowtheconcepts,youknowyourbusiness.
3. ImplementTactics–Giventhebestmixoftimeanddollartargetsforyourmarketingbudgetwecaneitherimplementthetoolsandtacticsforyouorhelpguideyoudownapaththatallowsyoutosuccessfullyimplementwithyourteam.
Please read on for details, and we look forward to working with you!
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WhatisthePathofLeastResistanceforyourbusiness?
Thehardestpartaboutintegratedcampaignsisthecrammingofthesquarepegintheroundhole.Havingasingle,competitivestrategyisgood,butbeing
unabletopartitionthatstrategyeffectivelyintovariousmarketingmediumswastestimeandmoney.Dividingupyourweaponsandusingthemrightisnoteasy,butit
pays…weareheretohelpyoudothatbetter.
1. GoalsID.Whatistheonethingyouwanttogetoutofthisexperience?Two&Three?
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2. MarketingAnalysisIDs.
Howareyoucurrentlyapproachingeachmediumofbrandexposure?
a. TraditionalAdvertisements(TV,Radio,Mags,Newspapers,Billboards,DirectMailers,DIYCoupons/Flyers,CouponBooks)
b. InternetAdvertising(Facebook,Google,BannerAds,SEO,ReviewSites,GroupBuySites,InternetVideo,Blogging)
c. In‐storeRelations(WindowSignage,Receipts,PersonnelInteractions,TableTents,LineSignage,ReceiptTape)
d. ProfessionalOrganizations(Networking,Events)e. Sponsorships(Events,Organizations)f. StrategicPartnersorInfluencers(Bloggers,ShowHosts)g. SocialInfluenceMarketing(SIM)?(Feedback,Referrals,SocialMedia)h. GuerillaMarketing(Events,PressReleases,CreativeIdeas)
Successes?
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Challenges?
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3. CalltoActionID.Whatactiondoyouwantcustomerstotakewhentheyseeyourmarketing?
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4. Market&PathofLeastResistanceID.
Whoareyourtopmarkets?Think,whoarethoseprospectsthatwillbemostlikelytoreacttoyourcalltoactionimmediatelyANDareeasiesttoreach?
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5. Problem&PromiseID.WhatistheProblemyousolveandwhatisyourPromisetodoso?
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6. DifferentiatorID.Doesn’tyourcompetitorsaytheydothattoo?Whatistheonethingforwhichyouwanttobeknownastheabsolutebestandnooneelsecanclaim?
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7. WeaknessID.Whatisthedownsidetousingyourproduct/service?Whymaysomeonechoosetogoelsewhere?Behonest!Wecanoftencraftweaknessesandchallengesintouniquesellingpropositionswhenwearehonestwithourselves.
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8. PricingID.Howdoyourratescomparetocompetitors?Doyoudeliverincrementalandquantifiabledifferentiatingvalueforeverydollarmoreyourproductorservicecostsordoyoudeliversimilarvalueforfewerdollars?Howdoespricingplayintoyourbranding?Whichofyourofferingsismostprofitable?
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9. BelievabilityID.
WhatareyourbestReferences&ReferralsdemonstratingyourPromisedelivered?
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10. BrandID.
Whatdopeoplesayyourbrandrepresents?Doesthismatchwhatyouwant?Whatistheonethingforwhichyouwanttobeknown?
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11. IntersectionID.
Whataretheexactmomentswhenyourcustomersaremostlikelytobethinkingabout,needing,orwantingyourproductorservice?Whatmediumchannelsareavailabletothematthattime?
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12. FunnelIDs.
Intersections:____________________________________________________
TrustBuilding:___________________________________________________
Trickle:_________________________________________________________
Introductory:____________________________________________________
Continuity:______________________________________________________
Ideal:__________________________________________________________
Every step in the funnel further establishes your relationship with your
customers.
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13. TimeIDs.
Howmuchtimedoyoucurrentlyallocatetowardsmarketing?FutureTarget?
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14. ExpenseIDs.
Howmuchmoneydoyoucurrentlyallocatetomarketingcurrently?FutureTarget?
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15. MetricIDs.
Howcanyoumeasureit?Think,whataretheindicatorsyoucanmeasureandmanagetohelpyouandyourteamstayontrack?
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16. Milestone&SuccessIDs.Whatisconsideredasuccess?Whatchangeswouldyouliketoseeinyourbusinessandwhendoyouenvisionthemhappening?
Milestone#1:____________________________________________________
Milestone#2:____________________________________________________
Milestone#3:____________________________________________________
If you don’t know where you’re going, Any road will get you there.
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Howcanwebenefityou?Wecanhelpyou…
• GetMoreResults–Webringyoumorecustomers,soyoucanfocusonwhatyoudobest.That’sallanyofthismeans.
• DevelopConsistency–Wehelpyoubuildsystemsforyourbusinessfromtrainingtosalestodelivery,soyoucanprovideaconsistentandefficientexperienceeverytimewhetheritisyouorsomeoneonyourstaff.Inshort,wehelpyouworkONyourbusinessinsteadofINyourbusiness.
• IncreaseEfficiency–Wecanhelpyouleverageexistingtechnologies,systems,andideas–wedon’trecreatethewheeltogetthesameresults.WeunderstandthevalueoftheendobjectiveandfindingthePathofLeastResistancetogetthere.
• RespectCustomerIntelligence–Wedon’tworkjusttoworkorovercomplicatethingstoourcustomerstojackuppricing,andweknowyoudon’teither.Throughoutanyprojectyouaremorethanwelcometoaskquestionsanddivebehindthescenes.Infact,foreveryserviceweofferweprovidetrainingsoitalwaysyourdecisionastowhetheryouwouldprefertodoityourselforcontinuetoworkwithus.Itpaysenormousdividendsforourbusiness.Wecanhelpyoustructureyourcustomerrelationshipsaroundsimilarprinciples.
• ClarifyYourMessage–Wehavedevelopedasystematicprocessforcraftingamessagetoclearlycommunicateyourproductsandservicesintermsthatyourcustomerscanunderstand.Remember–it’snotwhatyousay,it’swhattheyhear.
• BeRealistic–WehavebuiltourservicestoprovideJusttheRightAmountofCustomizationandSupport,soyoucanfititintoyourtimeanddollartargetsforyourmarketing.
It’s never what you say. It’s what they hear.
REMEMBER, THE CUSTOMER OWNS YOUR BRAND. NOT YOU!
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Whataretheservicesweoffer?
• WebsiteDevelopmento ProfessionallyDesignedSiteo SearchEngineOptimizationwithkeywordauto‐tagging
includingautosearchengineanddirectorysubmissiono AutomaticDailyBackupsofcontento Auto‐DetectMobileVersionso Analyticssoftwaretotrackusageandvolumeo Clienthandovertrainingandunlimitedaccesstrainingvideoso CompleteSocialMediaIntegrationo OnlineStoreCheckout
• CreativeReview&Planning
o BackwardsBlueprintandImplementationtocreatecampaignstoearncustomer’sattentionandgalvanizeengagement
o Customdevelopedcampaignsforeachprojectandmarketgroup
• CreationandDistributionofMedia&Engagement
o SocialMedia,Videos,Newsletters,SMSTextMessagingo ContentCreation&Copyrightingo Video&photography
• TrainingSystemsDevelopment
o Buildingsystemswithinyourorganizationfortrainingorinternalusepurposes
• PitchCrafting&Delivery
o Wecanhelpyoucraftmarketingandsalesmaterialsforshortandlongsalescyclesincludingcraftingacompellingmessagetoinciteacalltoactionviainternetandprintmaterialsandtraining
• OngoingSupport
o SupportPackagesavailableforeveryserviceweoffer
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WhatareourSpecificOpportunitiesTogether?
Trying to change someone’s behavior is exhausting for you… and for them.
We can help you reach customers where they are already hanging out.
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Whatareyourquestions?
Rebuttals–Whatareyourconcerns?
Affirmations–Whatgetsyouexcited?
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Wheredowegofromhere?
• ASM’sActionItems:o o o o o
• YourActionItems:o o o o o
• YourContactInfo:o Phone:o Email:o Mailing:
• OurContactInfo:o Phone:o Email:o Mailing:
• NextTimetoRegroupo When?__________________________________o Where?__________________________________o Who?____________________________________
Thank you for your time, and we look forward to speaking with you soon!
(706) 621.7798
Support@AthensSocialMedia .com
www.facebook.com/AthensSocialMedia
@ATHSocialMedia