2. UNIQ Online Marketing
Programme 2
Module 3, Lesson 1
Keeping You in Mind
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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.
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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
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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.
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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.
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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.
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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.
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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.
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10. The question is, how do you
achieve this as a small business?
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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.
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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.
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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.
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14. What are Keeping in Mind activities?
Keeping in mind marketing activities are primarily both direct
and indirect communication to your target customer group.
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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.
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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.
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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.
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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.
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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.
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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
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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
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