logical marketing - melissa forziat events
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Logical Marketing
7 Keys to Build Your Brand
and Reach Your Target Marke
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The Seven Keys
Know What You Do
Know What s In It for Them
Understand Your Buyer s Motivation
Match Your Brand to Your Buyer s Motivation
Locate Your Target Market
Go to your Target Market
See Who Else Occupies That Space
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Key
Know What You Do
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Crafting a Brand Statement
For ____________________________________ (state the target
who want or need ___________________ (state what they my company provides _______________ (state what you gthat benefits them by ________________ (state the primaryso they can ____________________________ (state the positive
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Example: Prime Event DecorEco-Friendly WeddingsFor eco-friendly couples who are planning a weddingwho want or need eco-friendly event stylingmy company provides environmentally-conscious styling options to suit their tastethat benefits them by creating a customized event look while protecting the environm
so they can have a memorable unique wedding while supporting an important cause.
Eco-Friendly Non-Profit FundraisersFor organizers of non-profit events who care about the environmentwho want or need a professional eco-friendly event look within a limited budgetmy company provides environmentally-conscious affordable styling optionsthat benefits them by creating a cohesive professional and eco-friendly look to impr
so they can create a memorable event to get more donations within a tight budget.
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Rules of the Brand Statemen
1) Describe specifically who you help. Use precise adj2) Multiple target markets? Multiple brand statement3) Describe exactly how you help. Tailor the positive o4) The brand statement is your core messaging.
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Key 2
Know What s In It for Th
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Reverse Brand StatementFrom the customers perspective
I am a ________________________________ (my target markI have a problem. It is _____________ (what I need/waI am looking for _____________________ (the outcome I wThis will help me by _________________ (the benefit to mso I can _______________________________ (how it empowe
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Example: Prime Event DecorEco-Friendly WeddingsWe are a couple planning a wedding.We have a problem. It is we want to have an elegant wedding yet remain eco-friendWe are looking for someone to create a perfect elegant wedding look that respects theThis will help us by saving us time yet creating a unique classy eco-friendly event
so we can have a memorable unique earth-friendly wedding and have time to plan ot
Eco-Friendly Non-Profit FundraisersI am a non-profit employee planning a fundraiser for an eco-friendly organization.I have a problem. It is I need eco-friendly dcor for the event on a very limited budgI am looking for a professional-looking environmentally-conscious event on a tight This will help me by creating a professional event keeping with the cause that will i
so I can raise more money while spending less.
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Why Reverse the Brand Stateme
1) Start to think like the customer.2) The customer is deciding if you fill a particular n
Answer that question.3) The customer wants to know how they will be im
It is not about your wishes, needs, or goals.
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Key 3
Understand Your Buyer s Mot
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Buyer Motivation Comfort /Pleasure
CauseAffiliation*
ProGai
P
Avoidanceof Pain
Pride / Prestige
B2B
Buyers are motivated by somecombination of Profit / Gain, Preventing Loss,
and Cause Affiliation
B2C Buyers could be motivated by any
combination
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Appealing to Your Buyers Motiv
The Problem You Solve: _______________________________Buyer Motivation: _______________________________Emotional Appeal? Yes / NoWhich Emotion?: _______________________________
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Example: Prime Event DecoEco-Friendly WeddingsThe Problem You Solve: Creating a unique, eco-friendly event loBuyer Motivation: Cause, Pleasure, Prestige?Emotional Appeal? YesWhich Emotion?: Pride, Feeling Special
Eco-Friendly Non-Profit FundraisersThe Problem You Solve: Creating a low-cost, professional, eco-frBuyer Motivation: Profit/Gain, Preventing Loss, CauseEmotional Appeal? No
Which Emotion?:
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Key 4
Match Your Brand to Yo
Buyer s Motivation
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Language and Emotion
Tone
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Language and Emotion - TriggEnticing:1) Sensory - Appeal to the sense of sight, sound, touch, taste, or smell.2) Word Imagery In the absence of an actual picture, create a mental image
3) Outcome Connect an action with a distinct positive outcome.4) Verbs Use active, present tense verbs to call the reader to action.5) Repetition Be consistent with trigger words. The mind looks for and reca6) Exclusivity Words that suggest or imply exclusivity make us feel special.
Halting:1) Negative Words No, Not, Never trigger a fear response via the amy
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Visuals and Emotion FontSERIF
Formal
Traditional
Respectable
Reliable
Authoritative
Good for print
body of content
SANS SERIF
Universal
Simple
Stable
Clean
Good for web
body of content
Script
Feminine
FancyElegantCreative
Good for
invitations
DISPLAY /DECORATIVE
EXPRESSIVE
AMUSINGUNIQUEBOLDMEMORABLE
Good for
headlines
S
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Visuals and Emotion - Shap
Order, logic, security
Energy, power, masculinity
Connection, community, femininity
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Visuals and Emotion
Color
Optimistic, Warm, Happy, You
Exciting, Intense
Romantic, Beautiful, Compassio
Friendly, Cheerful, Warm, Ret
Trustworthy, Dependable, Tran
Peaceful, Healing, Refreshing, N
Royal, Dignified, Wise, Luxurious, P
Authoritative, Powerful, Sophist
Innocent, Pure, Simple, Hope
Balanced, Calm, Security
Genuine, Practical, Sad
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Key 5
Locate Your Target Mark
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Who is your target market?
Build Your DemographicGenderAgeCultureReligionLanguageRelationshipsOther Key Attributes
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Where is your target market?
GeographyNationalRegional/ProvincialCity/CountyNeighborhoodSocioeconomic FactorsCultural Traits
Spending Their TimeOffice, SchoolHomeSocial mediaCurrent EventsMagazines, NewStoresExclusive Clubs /
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Know How the Community Commu
NewslettersMail
Social MediaBulletin BoardsGroupsAdvertisements, BrochuresMember Discounts
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Key 6
Go to Your Target Marke
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Building Trust in Marketing
1. Be where the people are. Often.
2. Create Goodwill
ByproductsRecency IllusionReferrals
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The Rule of Se
It is said that it takes at leato turn a lead into a buy
Read: It takes 7 points of before they may be re
Read: It takes 7 points of cbuild the relationship
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Key 7
See Who Else Occupies That
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Partners
1. Businesses from other industries or different segthe same industry that are already in the space
your target market is.
2. Businesses in the same niche of your market, whermutual agreement can be made for outsourcingoverflow business.
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Competition
Businesses from the same segment of your indu
are already in the space where your target market is+
Businesses that cannot be persuaded to see youthan a threat.
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The Seven Keys
Know What You Do
Know What s In It for Them
Understand Your Buyer s Motivation
Match Your Brand to Your Buyer s Motivat
Locate Your Target Market
Go to your Target Market
See Who Else Occupies That Space
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Questions?