1 2014 Terra L Fletcher 2

1 © 2014 Terra L. Fletcher

2 Today’s challenge? Your challenges? Terra L. Fletcher - Fletcher. Consulting. com

3 What makes you so special? Who are you selling to? What will make them buy? Terra L. Fletcher - Fletcher. Consulting. com

Objectives/Topics 4 What is Marketing? Intro to Values Psychographics, an overview Crafting your Message Influence Terra L. Fletcher - Fletcher. Consulting. com

5 Marketing is any communication that leads to a sale. Terra L. Fletcher - Fletcher. Consulting. com

How Marketing has Changed 6 Consumer Orientation Rather than focusing on what engineers and designers thought Expanding population wanted things they couldn’t get during war years Led to competition Led to product diversification Market Segmentation Needs became more sophisticated Products more diverse Products were sold based on age, income, and ethnicity

Marketing Environment Today 7 Niche Marketing Began in the 1980 s, more evident in the 1990 s Narrow range of products, a deep selection Consumer needs continue to become more sophisticated Today’s consumer looks for niche business strong differentiation strategy They have the choice to purchase from whomever meets their needs best. Thanks to ease of travel and the internet, global competition is fierce.

Objectives/Topics 8 What is Marketing? Intro to Values Psychographics, an overview Crafting your Message Influence Terra L. Fletcher - Fletcher. Consulting. com

9 What makes you so special? Who are you selling to? What will make them buy? Terra L. Fletcher - Fletcher. Consulting. com

10 1. Know more 2. Get closer 3. Emotionally connect Terra L. Fletcher - Fletcher. Consulting. com

Values 11 Sovereignty Tombstones USP Worldviews Terra L. Fletcher - Fletcher. Consulting. com

Unique Selling Position 12 Three biggest benefits your product/service offers? How do you address the “pain” of your customers? Or the performance gap? What specifics or proof can you offer (statistics, example, or testimonials)? Condense Check your competitors (ads, website, and yellow pages). Can you identify their USP? Tally the words and phrases that occur frequently in your industry. Is your USP truly unique? Try the exercise again if it isn’t. Integrate USP into marketing materials and fulfill your claims!

Elevator Speech 13 Short summary Defines product, service, or organization 30 seconds – 2 minutes Used by managers, salespeople, entrepreneurs Used to sell a product, gain opportunity for further conversation, or receive funding May be verbal, written, or video Also used for job interviewing and even dating

Objectives/Topics 14 What is Marketing? Intro to Values Psychographics, an overview Crafting your Message Influence Terra L. Fletcher - Fletcher. Consulting. com

15 What makes you so special? Who are you selling to? What will make them buy? Terra L. Fletcher - Fletcher. Consulting. com

Psychographics 16 Psychological Sociological Personality Motivations Attitude Lifestyles Activities Resources

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Values that Motivate Someone to Buy 18 Ideals Abstract, idealized criteria Achievement Demonstrate success to peers Self-Expression Social Physical activity Variety Risk-taking

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Objectives/Topics 20 What is Marketing? Intro to Values Psychographics, an overview Crafting your Message Influence Terra L. Fletcher - Fletcher. Consulting. com

21 What makes you so special? Who are you selling to? What will make them buy? Terra L. Fletcher - Fletcher. Consulting. com

22 Link product’s attributes to the value a consumer places upon it (flavor, color, size, shape or funny, prestigious, youthful) People buy for how a product makes them feel A message based on emotions, not product attributes will yield the best results Terra L. Fletcher - Fletcher. Consulting. com

Means-End Value Chain 23 Terra L. Fletcher - Fletcher. Consulting. com

Objectives/Topics 24 What is Marketing? Intro to Values Psychographics, an overview Crafting your Message Influence Terra L. Fletcher - Fletcher. Consulting. com

25 Terra L. Fletcher - Fletcher. Consulting. com

Who are Influencers? 26 Above average reach Activists in the community Large social networks Trendsetters Active minds *diagram by Razorfish

Examples of Influencers 27 Supply chain Buyers, retailers Journalists, consultants Organizations Associations Terra L. Fletcher - Fletcher. Consulting. com

Leveraging Influencers 28 1. Know more 2. Get closer 3. Emotionally connect Build a relationship Get them to say nice things Terra L. Fletcher - Fletcher. Consulting. com

Can you Answer? 29 What makes you so special? Who are you selling to? What will make them buy? Terra L. Fletcher - Fletcher. Consulting. com

Resources / Events 30 FEB 18 Pin with a Purpose MAR 04 Boost Productivity with Apps APR 04 So you Think you Know Your Customers? APR 15 So You Think You Know Facebook? MAY 08 Develop Your Marketing and Editorial Calendars JUN 17 FREE UWGB Webinar JUN 19 Get What you Want Terra L. Fletcher - Fletcher. Consulting. com

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