marketing planning - crafting your message
DESCRIPTION
Learn how to create a message which resonates with your target audience. Additionally, explore how to develop a comprehensive marketing and public relations strategy.TRANSCRIPT
Marketing &PR Planning
Clayton Kraby
Well Defined Goals
Focused Resources
Targeted Audiences
Defined Strategies
Measurable Results
Accountability
BENEFITS OF PLANNING
DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?
DEFINE YOUR AUDIENCE
It’s NOT everybody
Having too many is as bad as having none
Focus on niche segments
DEFINE YOUR AUDIENCE
You will usually have multiple target audiences
Each audience will need a uniquely crafted message
Audiences are reached in different ways
DEFINE YOUR AUDIENCE
DEFINE YOUR AUDIENCE
DEFINE YOUR AUDIENCE
Once you focus on a specific audience, determine what you know about them
DEFINE YOUR AUDIENCE
What concerns do they have?
What do they value in your offering?
How do they make their decisions?
What demographic information is there?
DEFINE YOUR AUDIENCE
DEFINE YOUR AUDIENCE
(For your assignment, you will create a 1 page analysis defining your audience and describing what you know about them)
CRAFT YOUR MESSAGEMESSAGES THAT SELL
Easiest thing for any audience
to say is
No, thank you.
MESSAGES THAT SELL
1.Concept Description
2.Problem Statement
3.Overt Benefit
4.Reason to Believe
5.Call to action
MESSAGES THAT SELL
CONCEPT DESCRIPTION
Get their
attention
CONCEPT DESCRIPTION
CONCEPT DESCRIPTION
Answers‘What is it?’
CONCEPT DESCRIPTION
Make Calls from your computer – Free to
other people on Skype and
cheap to phones and mobiles
around the world
CONCEPT DESCRIPTION
With 160GB of storage, iPod classic can hold up to 40,000 songs, 200 hours of video, or 25,000 photos. That’s more than enough room for a day’s - or a lifetime’s – worth of entertainment.
CONCEPT DESCRIPTION
Avoid Jargon
Speak to your Audience
Identify Benefits
PROBLEM STATEMENT
What’s theProblem?Identify the customer’s needs
People buy emotionally, not intellectually.Get to the emotion behind the benefit. Always.
PROBLEM STATEMENT
1. Identify the benefit
2. What problem do you solve?
3. Address this ‘pain point’
PROBLEM STATEMENT
PROBLEM STATEMENT
Your problem statement can show how your offering makes a
meaningful difference in your customer’s life.
It can also serve to separate you from your competition, if your unique solution solves a problem that others in your industry do not
OVERT BENEFIT
How do you solve their problem?
How do you do it better than their other options?
So What?
OVERT BENEFIT
Here are a few of the most popular things buyers are looking for:
Security - Monetary gain, freedom from financial worry.
Self-Preservation - Safety and health: for self and family.
Convenience - Comfort, more desirable use of time.
COMMON NEEDS OF ANY AUDIENCE
OVERT BENEFIT
Avoidance of Worry - Ease of mind, confidence.
Recognition From Others - Social status, respectability, the wish to be admired.
Self-Improvement - Spiritual development, hunger for knowledge, intellectual stimulation.
COMMON NEEDS OF ANY AUDIENCE
OVERT BENEFIT
Security
Self-Preservation
Convenience
Avoidance of Worry
Recognition From Others
Self-Improvement
WHAT NEEDIS SOLVED?
OVERT BENEFIT
The Overt Benefit should also describe your unique selling position. How do you it better than your competition?
OVERT BENEFIT
Remember, don’t compete
only on price
REASON TO BELIEVE
REASON TO BELIEVE
How does your audience know you can
do what you say?
PROVE IT!
REASON TO BELIEVE
Customer Testimonials
Awards
Statistics
Guarantees
Demonstrations
REASON TO BELIEVE
Substantiate your claims
"Lowest prices guaranteed!"
Or what, you'll apologize?
“The best in the industry”
Why? Says who?
REASON TO BELIEVE
Avoid Jargon or Unclear Statements
“We use the synchro-static method”
CALL TO ACTION
Your call to action should be after you’ve explained the problem, solution, and benefit
[Don’t put the cart before the horse]
Tell Them What To
Do
CALL TO ACTION
Call Buy RegisterDownload Subscribe Donate
Remind them again right before the call to action
Incentivize It
Determine the most
appropriate call to action
Use a sense of urgency
1.Concept Description
2.Problem Statement
3.Overt Benefit
4.Reason to Believe
5.Call to action
MESSAGES THAT SELL
WRITTEN MARKETING & PR PLAN
TABLE OF CONTENTS
EXECUTIVE SUMMARY
SITUATIONAL ANALYSIS
ORGANIZATIONAL OBJECTIVE
STRATEGIES & TACTICS
BUDGET
TABLE OF CONTENTS
Heading of Each Section ……………………………... PageSubheading if Needed…………………………………… Page
EXECUTIVE SUMMARY
In one page, summarize the concerns, objectives, strategies, and tactics contained in your plan. This should
be a brief description covering each heading, and is written in paragraph form
SITUATIONAL ANALYSIS
Describe the current situation of the organization in relation to its goals.
For example, Company XYZ is currently experiencing a time of restructuring, and is seeking to further develop its
customer base through new offerings
What is your organizations current position?– This is an internal document, be direct– Describe the strengths and weaknesses
What outside forces affect this position?– Industry Environment; Forecasts– Customer’s Situation– Potential Threats
What competition is there?– Direct Competition– Indirect Competition
SITUATIONAL ANALYSIS
S.W.O.T ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
SITUATIONAL ANALYSIS
ORGANIZATIONALOBJECTIVE
What is the purpose of the plan?
What does the organization desire?
Example: Raise $35,000 for scholarships during the fall donation drive
ORGANIZATIONAL OBJECTIVE
Measurable Outcome
Time Frame
Lasting Effect
ORGANIZATIONAL OBJECTIVE
STRATEGIES & TACTICS
Strategy: The general things you will do to achieve your objective
Tactics: The specific actions steps you will take to support the strategy
STRATEGIES VS. TACTICS
Strategies
Broad GoalsGeneral Ideas
“Increase awareness”
Tactics
Specific DetailsAction Steps
“Develop brochures”
OBJECTIVE
STRATEGY 3
TACTIC
TACTIC
TACTIC
STRATEGY 1
TACTIC
TACTIC
TACTIC
STRATEGY 2
TACTIC
TACTIC
TACTIC
TACTICS include:-Advertising-Public Relations -Promotions- Internal Structuring
ObjectiveEstablish the long-term viability of company
XYZ in the Midwest region of the US.
StrategyIncrease customer retention by 15% in 2012
Tactics- Establish a customer loyalty program
- Shift focus from opening new accounts to providing superior service to existing accounts
PROGRAMSMarketing & PR Programs are the specific,
detailed plans for implementing tactics.
Programs are concerned with budgets, deadlines, resource allocation, manpower, etc.
BUDGETING
Your budget is directly related to your ability to implement strategies, tactics, and programs
OBJECTIVESTRATEGY 3
TACTIC
TACTIC
TACTIC
STRATEGY 1
TACTIC
TACTIC
TACTIC
STRATEGY 2
TACTIC
TACTIC
TACTIC
OBJECTIVESTRATEGY 1
TACTIC
TACTIC
STRATEGY 2
TACTIC
QUESTIONS?
Marketing &PR Planning
Clayton Kraby