Noel Davidson Phil Kildea Muireann Fitzmaurice

TARGET MARKET Muireann Fitzmaurice

? Why bother?

5 How to maximise “target marketing” for your business Purpose of this session….

6 ??????

7 Who are they selling to?

8 What does the customer need/want?

9 What message are they communicating to the customer?

10 Who are they selling to? What does the customer need/want? What message are they communicating to the customer?

11 ??????

Target Market Feminine Appeal Masculine Appeal HygieneFreshnessSports Customer – Group by Common Needs

13 EVERYONE CAN BUY YOUR PRODUCT BUT YOU CANT MARKET TO EVERYONE EVERYONE IS NOT YOUR CUSTOMER – SETH GODIN

14 Entrepreneurs & Customers

BUILDING A CUSTOMER PROFILE MAXIMISE TARGET MARKETING CREATING A BRAND BIBLE

No. #1 BUILDING A CUSTOMER PROFILE

DO FEEL THINK WANT

BUSINESS STRATEGY STUDENTS BUSINESS PLANNING

DO FEEL THINK WANT “Financials are guess work….what if they are wrong?” “Reality” “Structure” “Know Obstacles” “Clarity” “Sample Business Plans” Procrastinate “I don’t want to do it” Get Lost in the Detail Do not start until “perfect” information “See Growth” “Investment” Fear I have amazing and valid excuses for not doing it “Get it Right” “It to be correct” “Strategy for Success” Avoid the Grey Bits Positive “I want it to be realistic” “It will give me clarity” “Time Consuming” Overwhelmed Nervous “Accuracy” Terror It is valuable / useful Confident Confused Anxious Optimistic Frustrated “It is boring” “It is a lot of work” Daunting “I am scared of reality” Motivated “Not Fun!” Positive “New Ideas” Excited I will not do it I will do it……..later I will do it……..when

YOUR CUSTOMER BUSINESS AREA

Yours??? DO FEEL THINK WANT

No. #2 CREATING A BRAND BIBLE

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FOUNDATION OF YOUR COMMUNICATION STRATEGY. ESTABLISHES GUIDELINES FOR HOW YOUR BRAND WILL BE HANDLED. SERVES TO HELP OWNERS, EMPLOYEES AND AGENCIES TO STAY WITHIN THE BRAND MESSAGE AND VALUES IN ALL BEHAVIOURS.

 Brand Goals and Company Philosophy  Logo Design and Usage  Fonts and Typography / Colours / Images  Key Messages  Brand Voice and Tone  Social Media Guidelines What does it contain?

Logo and Usage

Brand Tone & Voice We are faclitating a conversation so keep tone light and friendly. Language should be conversational and encourage women to engage. The tone of voice should be Informative, Warm, Knowledgeable, Approachable, Inspirational, Caring and Generous If we were to personify the voice of the brand social media it would fit the below description: She is a year old woman who loves her family and community. She is a familiar face in the area she lives and is the type of person who says hello to anyone she knows on the street. She is moderately fit and is a motivating type of person to the people around her to get out and be healthy. She is trendy for her age and likes to keep up to date with what is happening around her through magazines, papers (such as daily mail). She is media savvy and while not an expert is knowledgeable on social media such as twitter and new technologies. Therefore she has an understanding voice to the participants who are not 100% up to speed on internet etc.

 Nike Nike  Skype Skype  Adobe Adobe  Funny……Santa’s Brand Book Funny……Santa’s Brand Book  Other Examples Other Examples What does it contain?

ONE PAGE SUMMARY

1.Target Market 3. Customer Insight 4. Benefits 6. Reasons to Believe Brand Essence 2. Competitive Environs 5. Values and Beliefs 7. Discriminator/ USP BRAND FUEL