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UNIQ Online Marketing
     Programme 2
      Module 3, Lesson 1
       Keeping You in Mind



         www.soUNIQ.co.uk
Introduction

   The purpose of the keeping in mind
 strategy is to increase brand awareness
and keep your brand and company at the
   forefront of your customers’ minds.




                               Traditionally, this has primarily been done
                            through advertising. The first TV advert aired in
                              America on July 1, 1941. It cost watchmaker
                                              Bulova only $9.



                         www.soUNIQ.co.uk
What you will cover in this lesson: -

• The aim and purpose of keeping in mind marketing activities

• The objectives and results you will achieve if you implement
  this form of marketing in your business

• An introduction in to how to implement your own keeping
  in mind marketing activities




                      www.soUNIQ.co.uk
What is the keeping in mind marketing strategy?

You want your brand and company to be
   the first to come to mind when a
prospect realises a need or desire
    for your product and/or service.


 This can be done through frequent and
     regular communication


 You have to be there for them when they
  ultimately decide they need    you
             and want to buy.


                          www.soUNIQ.co.uk
You have to build up a presence
in your marketplace and it takes
             time.




                 Once you become a recognised and trusted
                 brand and your prospects feel that need or
                   desire, it is you they get in touch with.




                    www.soUNIQ.co.uk
Need versus Luxury

 A need could be a cure from physical
 pain or a service that saves someone
from going bankrupt. Your aim is to be
   the “chosen one” when this need
                 arises.

 Offering a luxury product or service
  means your aim and purpose is to
 tempt your customers into buying
  through constant reminders and
           communication.


                      www.soUNIQ.co.uk
A Potential Need: Accountancy

We have the option of doing our own finances, however, for
many of us the pain and time requirement does not seem
                    worth the effort.




         We feel the need to hire an accountant.


                    www.soUNIQ.co.uk
A Luxury: Perfume

 Perfume is not a necessity, but a
very nice luxury many of us enjoy.

The purpose and aim is to make us
 desire the perfume then further
tempt us to buy a particular
          brand.



 The more conscious we are of a brand, product and service, the more we
             invest our trust and are therefore likely to buy.



                          www.soUNIQ.co.uk
The question is, how do you
achieve this as a small business?




          www.soUNIQ.co.uk
What is the point of this strategy?

You must known your specific objectives to be successful at this
                         strategy.




Objective 1: Increase your company brand awareness and your
                  personal brand awareness.

                       www.soUNIQ.co.uk
Objective 2: Increase the number of enquiries,
proposals and sales pitches you carry out each week
and month.




Objective 3: Increase both new sales and upsells to
past and current customers.

                   www.soUNIQ.co.uk
Objective 4: Inform, educate and
share details about new services
and products with customers who
have already bought from you.

Objective 5: Drive traffic to your
website, specifically areas that
communicate the particular
product or service you want to sell.


   Regular communication will increase your social media
      interactions and followers, as well as your brand
                     awareness online.


                       www.soUNIQ.co.uk
What are Keeping in Mind activities?

Keeping in mind marketing activities are primarily both direct
and indirect communication to your target customer group.




                      www.soUNIQ.co.uk
You want to communicate with previous customers, current
   customers, contacts you have made from networking or
      exhibitions and/or purchased database contacts.




Activities can include direct mail, telemarketing, social media,
advertising, email marketing and direct marketing campaigns.


                      www.soUNIQ.co.uk
The key to success is keeping your marketing
               consistent
                 regular
              and focused.


               Each communication must be of interest
               to your audience and add value to your
                         customer service.




               www.soUNIQ.co.uk
You need to be creative to really add value to something like a
                          seasonal card.


                                  For example, we include a free product,
                                    testimonial or business test, which
                                    reinforces the message that we are
                                      marketing and business experts.




 Produce a memorable communication
and add something that will increase its
      value for your customers.



                            www.soUNIQ.co.uk
Plan a specific number and mixture of
many different marketing activities.


You have to consider which forms of
communication you want to use both
online and offline.

You need to have a minimum of three to
four communications per reminder
campaign to ensure you get the results
you desire.


                      www.soUNIQ.co.uk
TOP TIP!
As a small business, you will find that direct keep in
   mind marketing activities that target specific
customer groups with a specific message will be far
more effective than the likes of advertising and cold
                       calling.




                   www.soUNIQ.co.uk
Next Lesson
How to create your own keeping in mind marketing activities and how you
           can gain the competitive advantage and stand out!

         For help with Module 3, contact Ruth or Ben:
                         Email: ruthandben@souniq.co.uk
                  Tweet: @UNIQ_Academy and @BCartwrightUNIQ

                              Visit our LinkedIn group:
                       UNIQ - The Academy for Entrepreneurs

                                Write on our wall:
                     https://www.facebook.com/UNIQ.Academy

      Visit the Members Library to Access Additional Resources for This Module:
                   http://www.souniq.co.uk/uniq-members/library




                             www.soUNIQ.co.uk

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Programme 2 module 3, lesson 1

  • 2. UNIQ Online Marketing Programme 2 Module 3, Lesson 1 Keeping You in Mind www.soUNIQ.co.uk
  • 3. Introduction The purpose of the keeping in mind strategy is to increase brand awareness and keep your brand and company at the forefront of your customers’ minds. Traditionally, this has primarily been done through advertising. The first TV advert aired in America on July 1, 1941. It cost watchmaker Bulova only $9. www.soUNIQ.co.uk
  • 4. What you will cover in this lesson: - • The aim and purpose of keeping in mind marketing activities • The objectives and results you will achieve if you implement this form of marketing in your business • An introduction in to how to implement your own keeping in mind marketing activities www.soUNIQ.co.uk
  • 5. What is the keeping in mind marketing strategy? You want your brand and company to be the first to come to mind when a prospect realises a need or desire for your product and/or service. This can be done through frequent and regular communication You have to be there for them when they ultimately decide they need you and want to buy. www.soUNIQ.co.uk
  • 6. You have to build up a presence in your marketplace and it takes time. Once you become a recognised and trusted brand and your prospects feel that need or desire, it is you they get in touch with. www.soUNIQ.co.uk
  • 7. Need versus Luxury A need could be a cure from physical pain or a service that saves someone from going bankrupt. Your aim is to be the “chosen one” when this need arises. Offering a luxury product or service means your aim and purpose is to tempt your customers into buying through constant reminders and communication. www.soUNIQ.co.uk
  • 8. A Potential Need: Accountancy We have the option of doing our own finances, however, for many of us the pain and time requirement does not seem worth the effort. We feel the need to hire an accountant. www.soUNIQ.co.uk
  • 9. A Luxury: Perfume Perfume is not a necessity, but a very nice luxury many of us enjoy. The purpose and aim is to make us desire the perfume then further tempt us to buy a particular brand. The more conscious we are of a brand, product and service, the more we invest our trust and are therefore likely to buy. www.soUNIQ.co.uk
  • 10. The question is, how do you achieve this as a small business? www.soUNIQ.co.uk
  • 11. What is the point of this strategy? You must known your specific objectives to be successful at this strategy. Objective 1: Increase your company brand awareness and your personal brand awareness. www.soUNIQ.co.uk
  • 12. Objective 2: Increase the number of enquiries, proposals and sales pitches you carry out each week and month. Objective 3: Increase both new sales and upsells to past and current customers. www.soUNIQ.co.uk
  • 13. Objective 4: Inform, educate and share details about new services and products with customers who have already bought from you. Objective 5: Drive traffic to your website, specifically areas that communicate the particular product or service you want to sell. Regular communication will increase your social media interactions and followers, as well as your brand awareness online. www.soUNIQ.co.uk
  • 14. What are Keeping in Mind activities? Keeping in mind marketing activities are primarily both direct and indirect communication to your target customer group. www.soUNIQ.co.uk
  • 15. You want to communicate with previous customers, current customers, contacts you have made from networking or exhibitions and/or purchased database contacts. Activities can include direct mail, telemarketing, social media, advertising, email marketing and direct marketing campaigns. www.soUNIQ.co.uk
  • 16. The key to success is keeping your marketing consistent regular and focused. Each communication must be of interest to your audience and add value to your customer service. www.soUNIQ.co.uk
  • 17. You need to be creative to really add value to something like a seasonal card. For example, we include a free product, testimonial or business test, which reinforces the message that we are marketing and business experts. Produce a memorable communication and add something that will increase its value for your customers. www.soUNIQ.co.uk
  • 18. Plan a specific number and mixture of many different marketing activities. You have to consider which forms of communication you want to use both online and offline. You need to have a minimum of three to four communications per reminder campaign to ensure you get the results you desire. www.soUNIQ.co.uk
  • 19. TOP TIP! As a small business, you will find that direct keep in mind marketing activities that target specific customer groups with a specific message will be far more effective than the likes of advertising and cold calling. www.soUNIQ.co.uk
  • 20. Next Lesson How to create your own keeping in mind marketing activities and how you can gain the competitive advantage and stand out! For help with Module 3, contact Ruth or Ben: Email: ruthandben@souniq.co.uk Tweet: @UNIQ_Academy and @BCartwrightUNIQ Visit our LinkedIn group: UNIQ - The Academy for Entrepreneurs Write on our wall: https://www.facebook.com/UNIQ.Academy Visit the Members Library to Access Additional Resources for This Module: http://www.souniq.co.uk/uniq-members/library www.soUNIQ.co.uk