how to interact with the right customers
TRANSCRIPT
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
[email protected] 702-583-7301
@michaeldurantlv
Let’s talk about your business goals. www.smithdurant.com
Lee Constantine
Marketing Director
Michael Durant
CEO, Chief [email protected]
616-291-4664
@leeconstantine