AT&T Ad Solutions Content Marketing SegmentationSTAGE NEED TOPICS CONTENT FORMAT PERSONAS PAIN

POINTS VERTICAL DESIRED ACTION

Awareness & Education (Early)Unaware of Problem

Getting Customers (Multiple

platforms)

Grow Your Small Business with Effective Advertising Techniques, 8 Ways To Attract Customers Now, Best Ways to Engage Your Customers on Facebook, 6 Ways SMBs Can Benefit from Linkedin, 5 Common Advertising Mistakes, Worst SMB Ad Campaigns, http://www.chicagobusiness.com/article/20120201/BLOGS06/120209993

BLOG POSTS, WHITEPAPERS, GUIDES, NEWSLETTERS, VIDEO DEMOS

Influencers: Print Plus, Savvy Spenders, Strategic Investors, Progressives

Guidance needed: unsure how to grow business, where to find customers, if reaching customers, missing customers, Unaware of all advertising methods

Contractors, Lawyers, Restaurants

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Awareness & Education (Mid) What Needs Fixing

Getting Noticed

(Visibility, Stand out)

101s, how tos, How to create an advertising plan BLOGS, WEBINARS, QUIZZES: How to write a business plan, 5 Steps to a Successful Advertising Plan, What Louis CK Can Teach Us About Seeling Digital Content: http://www.blogworld.com/2011/12/28/what-louis-c-k-can-teach-us-about-selling-digital-content/

Lack of time and $ to research options, Confidence needed to fix issues, experiment with new solutions

Restaurant, Medical, Automotive

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Awareness & Education (Late) Solutions Available

What Google Places is Missing, Why Groupon is the Worst Marketing Tactic http://www.retaildoc.com/blog/groupon-worst-marketing-business/

INFOGRAPHICS (Local Insights Report) REPORTS, BLOGS, WEBINARS, NEWSLETTERS, Online and offline events, Latest small business events in your area, How to Promote Offline Events Online

I'm missing out on ad opportunties and a target market I can't connect to

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Interest & Research (Early) Proof of Experience

Read More, Comment, Subscribe, Share, Sign up

Interest & Research (Mid) Proof of Experience

Best Direct Marketing Techniques Hot or not: Sales and Marketing trends in 2012

Sign up, Talk to Sales

Interest & Research (Mid-Late) Proof of Experience

Connecting with customers through social media How and Why To Use Twitter for Small Businesses, Top Social media sites for Small Businesses Guide, Using Foursquare to Attract Customers,

AT&T AD SOLUTIONS MESSAGE MAP: Unique Value Proposition and Key BenefitsWHAT SMBS

NEED TO KNOW

PAIN POINTS BY PERSONA

Limited time, money & knowledge (all)

Need to stand out from competitors (Strategic Investors)

Not sure what their advertising needs are (all)

Unsure how to grow their businesses (all)

Risk averse Getting customers

Getting noticed Getting recognized

FEATURES THAT RELIEVE PAIN POINTS

PAIN POINTS FOR SPECIFIC

VERTICALS

FEATURES THAT RELIEVE PAIN POINTS

KEY VALUE PROPOSITIO

N

BENEFITS TO SMB

CUSTOMERS

We make the most of your marketing and advertising budget

Our team of local marketing experts provide personal guidance for creating a strategy

that will help you get ready-to buy customers.

AT&T AD SOLUTIONS MESSAGING ARCHITECTURE

WHO WE ARE WHO WE'RE NOT WHO WE'D LIKE TO BE

A full service/ suite of products/ one stop shop advertising/ marketing company

An advertising marketing agency

A lead generation/new business company

A multi-media marketing company

Sesaoned marketing and new media experts

Online advertising leader Passionate and driven, we have the experience, people power and track record to help all small to mid sized businesses succeed on a shoestring budget.

A service provider to grow your business - from online and print solutions to mobile search platforms

A proven leader and resource for effective marketing strategies that work the first time for small and medium suzed local businesses.

We have the network and resources to build and promote your business

We successfully create custom marketing programs that effectively reach potential customers.

A thought leader

Small business advertising marketing solutions

local marketing consultants to help identify your target audiences, develop strategies to optimize your marketing programs.

"Leads leader for local sales"

A service which connects small business advertisers with consumers

The trusted source for end-to-end marketing solutions for Small Business (ASCP: About Us)

Your most trusted marketing and advertising mentors who successfully grow your local businesses.

Ad Solutions is the expert on “connecting consumers with your businesses across multiple platforms and in your local targeted markets”

A one-stop advertising shop

Ad Solutions offers new ways for small and medium size businesses to market and drive sales through their advertising and marketing efforts.

The leading provider of targeted solutions for small and medium sized local businesses

ATTRIBUTESDoes content communicate these attributes? Which content?Ex: Trust and responsiveness: Testimonials, Case Studies and Success Stories communicate values (through those content types).

CurrentOther ATT properties

Offers personalized attention testimonialssales team/consultants

Understands local lay of the landlocal insight reports

Offers customized marketing options newsletters articles

Highlights marketing opportunities SMBs may have missed newsletters articles

Helps me experiment with new ways of marketing newsletters articles

Manages online conversations newslettersarticles, sales collateral

Our marketing solutions nurture local businesses online and offline

newsletters, customer video testimonials articles

Offers services that are a good value for small businesses

customer video testimonials

Helps me understand the most cost effective way to reach more customers

Has fantastic customer service

customer video testimonials sales collateral

Shares in the risk

Offers convenience, ease of usedemos, video testimonials

Provides believable proof that new advertising tactics will work before I buy sales collateral

Time and cost effective solutions

Won't recommend what I don't needHelps me measure results

USP ADJECTIVESlocal neighborhood communitysmall bizsmall businessmid sizemediummarketing promoting publicizing sellingservices resourcessolutions answers resultsexperts specialists professionals leaders mavens virtuosi gurus

trailblazers pioneersgroundbreakers forerunners innovators advisers