The 'noisy' market - the average person receives on average between 5000 to 6000 messages per day.
Framework number one
Marketing/Communication matrix by Murray & O'Driscoll
Use this as a checklist
The Internet is not a method in itself but rather a 'place' or conduit to market yourself.
Step 0 is to do nothing!
1. Get their attention
A memorable business card - networking at trade fairs, events ' Important to say what you can do.
- Advertising
- Events
- Radio interviews
- write articles
- Run a blog - news feeds, a conduit of info.
- Exploit social media
- Publicity
2. Build their interest - need more info.
- Websites
- Portfolio
- Info. packs
- Catalogue
- Curation - vents, credited for organising
- Exhibition- interact
3. Convince them of your authority, authenticity and professionalism
- Artist statements - values
- Recommendations
- Testimonials
- Awards
- Community engagement - Charitable, be visible, trustworthy
- Professional bodies
- A proposition
- Pricing stratgy - discounts, long term
- packaging - extra service
- Try before you buy
- Recommendations
- Differentiation - Who you are, chemistry
5. Close the sale
- Put all questions to them and allow them to convince themselves
- convenience - Make more
- But it now - is there a reason?
- Right place, right time - work through this
- Delivery - Can I make it any easier for you?
- Personal selling - face to face
- Interactive website - High investment
- After sales service show that you care, phone them for feedback
- Advertising
- Public relations - remind existing customers yo are syll there
- Longevity
- Merchandising - Clever to keep you in people's minds
- Maintaining contact
- Building relationships
Jonny Cupcakes World tour video - A US brand of t shirts
"Re-cooling' the brand
A - Attention
I - Interest
D - Desire
A - Action
Who are your customers?
Tailor your service to a market - target your market
An example Selvedge Magazine detail where their customers are and what they do
Can control who you are advertising to for example on Facebook.
Try to minimise spam and tap into latent demand in the market e.g. a supermarket you may go with a specific list but visual stimulants
Personalise advertising
People and their lives are complex so becoming more difficult to target advertising.
Market Segmentation
Look at media usage of customers
What websites, trade mags, newspapers, understand their behaviour.
Business to business
Make it personal, direct communication to right person.
Media usage
Use the the correct conduit
EG
Do your businesses drive to and from work , airlines, networking and broadsheet papers.
Consumer segmentation
- Demographics
- Geographical facts
- Lifestyle choices
- Media usage - right place,right time.
- The Internet - watched monitored processed
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