Client Engagement & Discovery Part II

Due Today! Chapter 4 reading response on your blog Informal questions for client discovery process and informal audit of client communication channels

Today’s Session Midterm Discovery Audience Competition Communication & Messaging

The Social Technographics profile Most Influential { Creators Conversationalists Critics Collectors Joiners Spectators Inactives Requires more time and knowledge of tools Organizers { The Majority {

Research Marketing Sales Support Development Listening Talking BUSINESS GOALS Research Marketing Sales Support Development SOCIAL OBJECTIVES Listening Talking Energizing Supporting Embracing SOCIAL STRATEGIES Monitoring Conversing Rallying Sustaining Nurturing

Identify the BUSINESS GOAL Define your SOCIAL MEDIA & PR STRATEGY Align your SOCIAL MEDIA OBJECTIVES Develop winnable campaigns to achieve each objective LISTENING TOOLS & TACTICS TALKING ENERGIZING SUPPORTING EMBRACING ANALYZE & ADAPT REPORT

Discovery Questions What questions do you need to ask to gather information to develop an analysis and provide the right recommendations? ? ? The Business ? ?

Discovery Questions: Forces Internal Needs and problems Mission and goals Products & services Operations & governance Uniqueness and position Audience People currently being engaged People they need to engage Perceptions and brand External Industry Competition Communication Channels Messages

Audiences Personas Demographics Social Technographics

Audiences How do we identify audiences? Where do we collect information? Interview business: Engagement with owners, managers and staff Interview customers: Find customers or target audiences Use Market Research Tools Use Social Media and other Tools to Listen Polls and Surveys

Who are your currently attracting? Audiences Ask Your Clients: Who are your currently attracting? Who would you like to attract?

Who is currently registering for your workshops? Specimen Audiences What we asked Ian: Who is currently registering for your workshops? Who values them the most? What is their basic demographic? How did they hear about you? Who would you like to attract?

Specimen Audiences Persona Goes to local venues to listen to live music They are musicians that care about music products They are self-starters and doers that like to work with their hands They are creative and inventive learners who want to be masters They understand or have a desire to understand the science of sound They have disposable income to seek training to improve their skills Demographics 25-34, 35-44 Caucasian, Male, English speaking Most likely not in school and looking for an alternative route Gen X looking to master a skill and trade, Gen Y looking to explore new ways to be creative High School Degree or Undergraduate Degree $20k - $50k annually A musician who wants to have a craft A craftsman who wants to be more creative A student looking to be a master

Specimen Audiences

Who are your competitors? Ask Your Clients: Who are your competitors? How are you unique?

Specimen Competitors Danche Guitars: More tradition al music but some experimentation with builds

Specimen Competitors Larson Brothers Guitar: Very traditional musically and with builds. Provide minimal high style experimentation

Specimen Competitors Koentopp Guitars: Very Traditional guitars for tradition music, high styling and focused more on traditional aesthetics and form.

Specimen Danche Larson Koentopp

Specimen Competitors SPECIMEN GUITARS LARSON GUITARS DANCHE GUITARS Contemporary Music SPECIMEN GUITARS Experimental, varied and made for contemporary rock and jazz music Traditional Build Experimental Build LARSON GUITARS DANCHE GUITARS KOENTOPP GUITARS Classical Music

Communication Strategy Business Mission, Values & Beliefs Positioning Statement & Key Public Message Support Points & Supporting Public Messages Topics & Conversations

Communication Strategy Business Mission, Values & Beliefs The core intrinsic identity of the client’s business that sets the tone for the overall communication strategy and message development.

Communication Strategy Business Mission, Values & Beliefs Example Ask them to provide you with their mission statement Specimen Mission Statement Since 1986 we have been creating custom instruments, amplifiers and horn speakers one at a time in our Chicago shop. Each Specimen is handmade using traditional techniques and innovative design. We also provide expert repair service and teach classes in guitar building, guitar setup and repair, and tube amp building.

Communication Strategy Business Mission, Values & Beliefs Example Ask your client what their values are Specimen Values Innovation Experimentation Customization Simplicity Craftsmanship Aesthetics Knowledge

Communication Strategy Business Mission, Values & Beliefs Example Ask them what their beliefs are Specimen Beliefs We believe in a minimalist approach with uncompromised structural fortitude We believe in designing and handcrafting instruments that are unique and of high quality We believe musical instruments can be works of art We believe in creating custom guitars to suit every client’s individual needs and style

Communication Strategy Positioning Statement & Key Public Message The positioning statement should define how your client is different from its competitors or how the client intends to differently pursue its strategy from competitors. It should be bold and provide a quick and strong impression on its audiences. It should include the business goal, the target audience, the business approach and the value proposition or audience benefit

Communication Strategy Positioning Statements & Key Public Messages Specimen (example, key message 1) Ask your client how they want to be perceived… Specimen creates high-quality and unique musical instruments that are beautiful works of art. Specimen offers guitar making workshops that teach innovative design & build approaches for artists, musicians and inventors alike

Communication Strategy Support Points & Supporting Public Messages The supporting points or supporting public messages provides context and support to the key message. Specimen (example, supportive message 1) We’ve made guitars for The White Stripes, Arcade Fire, Keanu Reeves and even Seth Godin! (example, supportive message 2) Learn how to craft beautiful works of art that you can use as an instrument through our electric guitar making class

Communication Strategy Topics & Conversations Topics and conversations are identifiable interactions where client key messages can be communicated, bridged or framed. Specimen Bands, clientele and touring Guitar and other equipment Music Videos How-to repair guitars Inventions Etc…

Exercise Group together in pairs. Each of you share your list of questions you will be using to interview your client. Provide feedback for your partner. Together, identify 10 solid key questions you should be asking your client to help you develop the following for your midterm project: Overall Business Audience Competition Communications Share your results with the class

REVIEW OF Today’s Session Audience Competition Communication & Messaging Developing Questions

Assignment Complete a formal questionnaire and online communications audit to help you prepare for engaging your client. Engage with your Semester Client, schedule a time to interview them either in person or over the phone—collect information and insights and prepare to share them in class. Due Today! Chapter 4 reading response on your blog Informal questions for client discovery process Turn in your Agreement Forms