your funnel

TARGETS

B A C K W A R D S B L U E P R I N T

CAMPAIGN

Campaigns

Intersections

MarketGroups

Offerings

Branding

AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions

46

INTRODUCTION

INTRODUCTIONTOCAMPAIGNS

A Campaign is a connected series of Intersections targeting a distinct phase of Branding.

Havingafunandcreativeeventtorallyyourcustomers

aroundperiodicallyisagreatwaytobuildaCampaign

and give your Raving Fans something they can get

excited about. Your Pie is one of our clients and we

helpedthemhost“PiDay”whichwasaCampaignwhere

theysoldpizzaspricedregularlyat$6or$7for$3.14in

honorof… thePi symbol. Intersections includedradio

promotions, and facebook promotions they reached

almost10,000eyeballs and evenmore earsgenerating

anincreasedin2,000fanstotheirfanpageinlessthan

tendays. More importantly, theyhadhour long lines

out their door from 9amMidnight at all three

locations the day of the event… an arbitrary Spring

day.

Findtherightevent,giveincentivestopromoteit,andhavefundoingit!

Campaign:YourPie’sPiDay


47

INTRODUCTION

PRIMARYMARKETINGFUNNELCOMPONENTS

AcompleteCampaignisbuiltonwhatwecalltheThePrimaryMarketingFunnel.ThisFunnelisaseriesofdifferenttouchpointswithwhichyoucaninteractwithyourprospectsandcustomersonthelongroadfromhandshaketosignature.Remember,customersdon’tbuywhenyou’rereadytosell–theybuywhenthey’rereadytobuy.Forthisreason,eachcomponentofThePrimaryMarketingFunnelhasaCalltoAction,whichmayormaynotbetobuyyourproductimmediately.

CampaignGoal

Itisimportantthatyouhaveaveryclearideaastowhatthegoalofyourcampaignisbeforeyouspendanytime,energy,andmoneycreatingIntersectionsthatmayormaynotachievetheresultyoudesireforthisCampaign.Thegoalofyourcampaigncouldbeone(ormultiple)ofmany.Itcouldbecustomeracquisition,customerretention,brandawareness,new(orold)Product/Serviceawareness,etc.

CampaignCreative

Thisiswhereyougetcreative.Whywillthiscampaignbefunandexcitingandworthtalkingabout?Areyoucrowdsourcingcontent?Areyourunningacontest?Areyougivingadiscountorsomethingaway?Itishelpfultobeabletoexplainitinlessthanaminute(lessthan30secondsisbetter,andinoneshortsentenceisbest).

TheIntersection

TheIntersectionswelearnedaboutinthelastchapteraretheleadintoourPrimaryMarketingFunnelforagivenCampaign.TypicallytheCalltoActionofagivenIntersectionisforprospectstoenterthefunnelintheTrustBuildingContentarea.

IncidentalImpressionsdiscussedonthenextpageareanotherwaynewprospectscanenterthefunnel.


48

INTRODUCTION

EXAMPLECAMPAIGNOBJECTIVES

1. TargetMarketa. Introducenewproducts/servicestoexistingcustomerbase.b. Introduceexistingproducts/servicestonewcustomerbase.

2. Distributiona. Increaseeffectivenessofexistingdistributionchannelb. Expanddistributionchannels

3. Marketpenetrationa. Reachcustomersthatwouldotherwisegotomycompetition

b. Reachcustomersthatareusingneithermyselformycompetition

4. SalesRevenue&Transactionsa. Increasetotaldollarsalesofspecificproducts/servicesb. Increaseaverageticketpriceofexistingcustomers


49

INTRODUCTION

5. INCIDENTALIMPRESSIONS

AnIncidentalImpressioncanserveasasubstituteforastandardIntersection.IncidentalImpressionsarethenaturalspreadofyourBrandandProductsorServices—bothpositiveandnegative.Thiscanhappenbyprospectsobservingsomeoneelseusingyourofferingsoreventhroughadirectreferral.Butyoudon’thaveanycontroloverhowthishappens,doyou?Absolutely!Don’tevermissanopportunitytomakeiteasyforcurrentcustomerstoreferenceyourPrimaryMarketingFunnelforyou.ThinkabouttheglowingAppleonallMaccomputers–sexyright?

Theeasieritisforcustomerstospreadtheword(whethertheymeantoornot)themoreoftenitwillleadtonewprospectsenteringyourfunnel.

CaseStudy:YourPieIncidentalImpressions

• PizzaBoxesandCups• Apparel(Hats&Tshirts)• ShoutoutsonSocialNetworks,BlogPosts,Articles• Delivery/carryouttopubliclocations• Referrals&Recommendations


50

INTRODUCTION

TRUSTBUILDINGCONTENT

Definition

Afteraprospecthasgivenyoupermissiontomarketyourservicestothemyou’dbetterbereadytoblowthemaway.Weallknowattentionspansaregettingshorterandshorter(thanksforhanginginherewithusbytheway).Thismeansyouneedtokeepyourmessageshortandpowerful.

Makeadecisionastowhatistheonethingtheyneedtowalkawayknowingaboutyourorganizationandthendeterminewhatisthemosteffectivemethodtocommunicatethispoint.Itmaybeavideo,anebook,orablogpostbutwhateveritisithadbetterbecompellingandendwithaveryclearcalltoaction.

OfcoursemakeiteasyforthemtomakeapurchaseiftheyarereadybutiftheyarenothaveanoptionforthemtoenteryourTrickleMarketingwhichwewilltalkmoreaboutonthenextpage.

CaseStudy:YourPieTrustBuilders

• Samples• Comeinandgetfree

pizza• Videos


51

INTRODUCTION

TRICKLEMARKETING(AUTOMATED&PERSONALIZED)

Definition

Soyou’vegottentheirpermission,you’veearnedtheirtrust,butyoudon’thaveanythingtheyneedrightnow…timeforyouguystopartwaysforawhileright?No!Thisisthenumberonemissedopportunitywitheverybusinessnomatterhowsmallorlarge–FollowupFailure.Ifyou’vetargetedyourmarketingproperly,andyou’vespentthetimeandmoneytoattracttherightpersontheworstthingyoucandoisletthemwalkawayemptyhanded.Givethemsomerecurringvaluetokeepintouchsowhentheyarereadytobuytheywillundoubtedlycometoyoubecausetheyalreadyknow,like,andtrustyou.

YoucandothiswithtwodifferenttypesofTrickleMarketing:AutomatedandPersonalized.AutomatedTrickleMarketingcanbeanythingfromfacebookandtwittertoblogsandemailnewslettersorevenakeychainpromoitem(constantexposureright?).Itdoesn’tcostyouanyadditionaltimeormoneysinceyou’realreadyprovidingthisvalueforallyourcustomersandprospects…ifyou’vebeenwiseenoughtobuildthisintoyourfunnel.

Althoughmuchmoreeffective,PersonalizedTrickleMarketingcanincreasebothyourtimeandmoneyexpense.PersonalizedTrickleMarketingistypicallyfollowupphonecallsandemailsoralunchorfreeconsultation.Remember,alotoflittletricklescanmakeuponeheckofawaterfall.

CaseStudy:YourPieTrickleMarketing

• Facebook• TextMessaging• Newsletter


52

INTRODUCTION

INTRODUCTORYSERVICE

Definition

Thingsstartgettingsimpleratthispoint.Yourprospectisreadytobecomeacustomer–butwheredotheystart?HaveanIntroductoryProductorServicereadyforthemwhichhaslowcommitmentbutstillhighvaluereturn.Ifyouearnthemasacustomerhereyouhavetheopportunitytorollupyoursleeves,gotoworkforthem,andblowthemawaywithyourresults.GreatdeliveryonintroservicesoftenleadstofurtherdownthefunnelwithContinuityorIdealServiceupgrades.

CaseStudy:YourPieIntroductoryService

• Comebuysomething


53

INTRODUCTION

CONTINUITYSERVICE

Definition

Doyoufindyourselfinaconstantstrugglelookingfornewcustomers?Haveyoudevelopedasimpleprogramthatcanhelpgenerateresidualreturns?Ifnot,thisisapowerfulwaytocontinuetonurturerelationshipsbeyondtheTrickleMarketingandcreatemoreopportunitiestobeselectivewithforyourIdealServicedescribedbelow.

TheContinuityServicecanbeamonthly,lowcommitment,andhighreturnmodelforthecustomer.Educationalservicesorcommunitysourcedsupportconceptaregreatcandidatesforthistypeofservice.

CaseStudy:YourPieContinuityService

• ConsumerdevelopsaYourPiedaily/weeklyroutine

• Reoccurringevents(Trivia,$5Tuesday,KidMondays)


54

INTRODUCTION

IDEALSERVICE

Definition

Rememberinthebeginningwhereyoutolduswhereyouwantedtomakemostofyourmoney?Wellwemadeitthere!ThisserviceshouldbetheeasiestProductorServicetospotbecauseitiswhatyourbusinesslovestodo,it’swherethemoneycomesfrom,andwhereyoudeliverthemostvalueyoupossiblycan.Wewon’tgointotoomuchdetailherebecauseyoushouldalreadyknowthisoneinsideandout.Whenyourcustomermakesittothispointyoushouldsmile,patyourselvesontheback,andsay“Congratulationsfriend,ourmarketingdollarspaidoff.”Thengobustyourbutttodeliverfirstclassserviceandprovetoyourcustomerwhytheyaredoingbusinesswithyou.

CaseStudy:YourPieIdealServices

• Catering• ConsumerbecomesaRavingFan


56

INTRODUCTION

TAKEAWAYWORKSHEET:CAMPAIGNCREATION

your funnel

Documents