marketing planning - crafting your message

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

PROBLEM STATEMENT

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

OVERT BENEFIT

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