backwards blueprint - marketing analysis

“Nothing happens in business until someone sells something.” We can help you do more business.

(706) 621.7798

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www.AthensSocialMedia .com

Deliberate Marketing Decisions

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

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Whatwillwecover?

1. Introduction

2. Uncovery

3. Benefits&ServicesWeCanOffer

4. AffirmationsandRebuttals

5. Contact&Follow‐up

People buy from people they Know, Like, and Trust…

We help you be that person to more people.

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Introduction–Whyarewehere?

1. LeverageConcepts–WewillhelpprepareandeducateyouontheconceptsandincrementalbusinessopportunitiesthatexistforyourbusinessontheInternetwiththelatestemergingtechnologies.

2. ApplyStrategy–Wewillworkwithyoutodiscoverandcraftthebestwaystoutilizetheseconceptstocreateastrategypersonalizedforyourbusiness.Weknowtheconcepts,youknowyourbusiness.

3. ImplementTactics–Giventhebestmixoftimeanddollartargetsforyourmarketingbudgetwecaneitherimplementthetoolsandtacticsforyouorhelpguideyoudownapaththatallowsyoutosuccessfullyimplementwithyourteam.

Please read on for details, and we look forward to working with you!

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WhatisthePathofLeastResistanceforyourbusiness?

Thehardestpartaboutintegratedcampaignsisthecrammingofthesquarepegintheroundhole.Havingasingle,competitivestrategyisgood,butbeing

unabletopartitionthatstrategyeffectivelyintovariousmarketingmediumswastestimeandmoney.Dividingupyourweaponsandusingthemrightisnoteasy,butit

pays…weareheretohelpyoudothatbetter.

1. GoalsID.Whatistheonethingyouwanttogetoutofthisexperience?Two&Three?

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2. MarketingAnalysisIDs.

Howareyoucurrentlyapproachingeachmediumofbrandexposure?

a. TraditionalAdvertisements(TV,Radio,Mags,Newspapers,Billboards,DirectMailers,DIYCoupons/Flyers,CouponBooks)

b. InternetAdvertising(Facebook,Google,BannerAds,SEO,ReviewSites,GroupBuySites,InternetVideo,Blogging)

c. In‐storeRelations(WindowSignage,Receipts,PersonnelInteractions,TableTents,LineSignage,ReceiptTape)

d. ProfessionalOrganizations(Networking,Events)e. Sponsorships(Events,Organizations)f. StrategicPartnersorInfluencers(Bloggers,ShowHosts)g. SocialInfluenceMarketing(SIM)?(Feedback,Referrals,SocialMedia)h. GuerillaMarketing(Events,PressReleases,CreativeIdeas)

Successes?

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Challenges?

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3. CalltoActionID.Whatactiondoyouwantcustomerstotakewhentheyseeyourmarketing?

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4. Market&PathofLeastResistanceID.

Whoareyourtopmarkets?Think,whoarethoseprospectsthatwillbemostlikelytoreacttoyourcalltoactionimmediatelyANDareeasiesttoreach?

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5. Problem&PromiseID.WhatistheProblemyousolveandwhatisyourPromisetodoso?

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6. DifferentiatorID.Doesn’tyourcompetitorsaytheydothattoo?Whatistheonethingforwhichyouwanttobeknownastheabsolutebestandnooneelsecanclaim?

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7. WeaknessID.Whatisthedownsidetousingyourproduct/service?Whymaysomeonechoosetogoelsewhere?Behonest!Wecanoftencraftweaknessesandchallengesintouniquesellingpropositionswhenwearehonestwithourselves.

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8. PricingID.Howdoyourratescomparetocompetitors?Doyoudeliverincrementalandquantifiabledifferentiatingvalueforeverydollarmoreyourproductorservicecostsordoyoudeliversimilarvalueforfewerdollars?Howdoespricingplayintoyourbranding?Whichofyourofferingsismostprofitable?

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9. BelievabilityID.

WhatareyourbestReferences&ReferralsdemonstratingyourPromisedelivered?

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10. BrandID.

Whatdopeoplesayyourbrandrepresents?Doesthismatchwhatyouwant?Whatistheonethingforwhichyouwanttobeknown?

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11. IntersectionID.

Whataretheexactmomentswhenyourcustomersaremostlikelytobethinkingabout,needing,orwantingyourproductorservice?Whatmediumchannelsareavailabletothematthattime?

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12. FunnelIDs.

Intersections:____________________________________________________

TrustBuilding:___________________________________________________

Trickle:_________________________________________________________

Introductory:____________________________________________________

Continuity:______________________________________________________

Ideal:__________________________________________________________

Every step in the funnel further establishes your relationship with your

customers.

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13. TimeIDs.

Howmuchtimedoyoucurrentlyallocatetowardsmarketing?FutureTarget?

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14. ExpenseIDs.

Howmuchmoneydoyoucurrentlyallocatetomarketingcurrently?FutureTarget?

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15. MetricIDs.

Howcanyoumeasureit?Think,whataretheindicatorsyoucanmeasureandmanagetohelpyouandyourteamstayontrack?

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16. Milestone&SuccessIDs.Whatisconsideredasuccess?Whatchangeswouldyouliketoseeinyourbusinessandwhendoyouenvisionthemhappening?

Milestone#1:____________________________________________________

Milestone#2:____________________________________________________

Milestone#3:____________________________________________________

If you don’t know where you’re going, Any road will get you there.

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Howcanwebenefityou?Wecanhelpyou…

• GetMoreResults–Webringyoumorecustomers,soyoucanfocusonwhatyoudobest.That’sallanyofthismeans.

• DevelopConsistency–Wehelpyoubuildsystemsforyourbusinessfromtrainingtosalestodelivery,soyoucanprovideaconsistentandefficientexperienceeverytimewhetheritisyouorsomeoneonyourstaff.Inshort,wehelpyouworkONyourbusinessinsteadofINyourbusiness.

• IncreaseEfficiency–Wecanhelpyouleverageexistingtechnologies,systems,andideas–wedon’trecreatethewheeltogetthesameresults.WeunderstandthevalueoftheendobjectiveandfindingthePathofLeastResistancetogetthere.

• RespectCustomerIntelligence–Wedon’tworkjusttoworkorovercomplicatethingstoourcustomerstojackuppricing,andweknowyoudon’teither.Throughoutanyprojectyouaremorethanwelcometoaskquestionsanddivebehindthescenes.Infact,foreveryserviceweofferweprovidetrainingsoitalwaysyourdecisionastowhetheryouwouldprefertodoityourselforcontinuetoworkwithus.Itpaysenormousdividendsforourbusiness.Wecanhelpyoustructureyourcustomerrelationshipsaroundsimilarprinciples.

• ClarifyYourMessage–Wehavedevelopedasystematicprocessforcraftingamessagetoclearlycommunicateyourproductsandservicesintermsthatyourcustomerscanunderstand.Remember–it’snotwhatyousay,it’swhattheyhear.

• BeRealistic–WehavebuiltourservicestoprovideJusttheRightAmountofCustomizationandSupport,soyoucanfititintoyourtimeanddollartargetsforyourmarketing.

It’s never what you say. It’s what they hear.

REMEMBER, THE CUSTOMER OWNS YOUR BRAND. NOT YOU!

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Whataretheservicesweoffer?

• WebsiteDevelopmento ProfessionallyDesignedSiteo SearchEngineOptimizationwithkeywordauto‐tagging

includingautosearchengineanddirectorysubmissiono AutomaticDailyBackupsofcontento Auto‐DetectMobileVersionso Analyticssoftwaretotrackusageandvolumeo Clienthandovertrainingandunlimitedaccesstrainingvideoso CompleteSocialMediaIntegrationo OnlineStoreCheckout

• CreativeReview&Planning

o BackwardsBlueprintandImplementationtocreatecampaignstoearncustomer’sattentionandgalvanizeengagement

o Customdevelopedcampaignsforeachprojectandmarketgroup

• CreationandDistributionofMedia&Engagement

o SocialMedia,Videos,Newsletters,SMSTextMessagingo ContentCreation&Copyrightingo Video&photography

• TrainingSystemsDevelopment

o Buildingsystemswithinyourorganizationfortrainingorinternalusepurposes

• PitchCrafting&Delivery

o Wecanhelpyoucraftmarketingandsalesmaterialsforshortandlongsalescyclesincludingcraftingacompellingmessagetoinciteacalltoactionviainternetandprintmaterialsandtraining

• OngoingSupport

o SupportPackagesavailableforeveryserviceweoffer

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WhatareourSpecificOpportunitiesTogether?

Trying to change someone’s behavior is exhausting for you… and for them.

We can help you reach customers where they are already hanging out.

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Whatareyourquestions?

Rebuttals–Whatareyourconcerns?

Affirmations–Whatgetsyouexcited?

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Wheredowegofromhere?

• ASM’sActionItems:o o o o o

• YourActionItems:o o o o o

• YourContactInfo:o Phone:o Email:o Mailing:

• OurContactInfo:o Phone:o Email:o Mailing:

• NextTimetoRegroupo When?__________________________________o Where?__________________________________o Who?____________________________________

Thank you for your time, and we look forward to speaking with you soon!

(706) 621.7798

Support@AthensSocialMedia .com

www.facebook.com/AthensSocialMedia

@ATHSocialMedia