2. monique@boxcarmarketing.com
twitter: @boxcarmarketing
1. What is the purpose of your
marketing?
• You need specific, measurable goals:
• If you are trying to increase members - what % increase are you
aiming for?
• If you’re trying to get contest entries - how many entries?
• If you’re trying to increase traffic to the site - how many unique
visits /month?
• Your goals need to be measurable so that you can know if you’ve
met them or not.
3. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• Clearly define the characteristics of your audience. Go back to
your persona work - who are these people?
• Go back to the conversation prism - where does your audience
hang out online? What blogs do they read? What websites do
they visit?
• Be clear about the common/shared characteristics of your
audience. You might want to group characteristics into affinity
groups to show their cross-over association.
2. Who is Your Target Audience?
4. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• Think about the motivations behind online behaviour. Read Chapter
5 in Here Comes Everybody about why Shirky participates in
wikipedia.
• Also think about the different types of community affiliation:
• Source: Harvard Business Review’s“Getting Brand Communities Right”
5. monique@boxcarmarketing.com
twitter: @boxcarmarketing
3. What is Your Niche in the
Marketplace?
• Be clear about why the audience cares.
• In order to attract your target audience you need to answer“what is
this”,“who is this for”and“why should I care”.
• What attracts your audience? Why do they return?
• Who are your competitors? What sets you apart?
• Again, you should be thinking about OPEN vs CLOSED
6. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• Why should someone choose your product over your
competitors’?
• You need a strong elevator pitch - make advertisers say“Wow,
why aren’t I advertising with them?”
• Look at your competitors’“About Us”page for how they describe
themselves.
4. What is Your Competitive
Advantage?
7. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• What is your brand’s personality?
• What adjectives describe it?
• What are the feelings the company wants to evoke?
• What brand attributes does it want to convey?
• Go back and look at the brand attributes of OPEN companies.
5. What is Your Business Identity?
8. monique@boxcarmarketing.com
twitter: @boxcarmarketing
6. Marketing Weapons that I Plan to
Employ:
• Your marketing weapons need to:
• Clearly explain what you will do.
• Explain how your tactics are related to the purpose & goals from
#1.
• Do you plan to do blogger outreach? Which blogs would be good to
pitch to? [include URLs].
• How are you going to increase your email list?
• How will you implement Facebook Ads (what demographics/
psychographics/keywords? Remember, you can set up ads in
Facebook without having to pay. It will give you an idea of potential
9. monique@boxcarmarketing.com
twitter: @boxcarmarketing
• As a rule, estimate 2 hours per channel per week.
• Double or triple that during a contest period.
• You may want to cut down on the number of social media channels
you’re using so that you can concentrate your efforts in a few
channels in order to be more effective.
7. I Plan to Devote ($ or hrs) to
marketing (or % of gross sales)
10. monique@boxcarmarketing.com
twitter: @boxcarmarketing
Overall Comments
• Make sure you’re thinking through each of the sentences and
building on the lessons and presentations from the class.
• Use the conversation prism to look at existing communities beyond
twitter, facebook and youtube.
• Follow your goals from #1 all the way through.
• Ideas need to have clear, executable tactics associated with them.
• Make sure to be clear in your focus and not distracted by bigger
ideas of brand awareness.
• If you haven’t already, read Friends With Benefits. In particular:
Chapter 2, 3, 5, 6, 11 (those who are using video), 12 (those who are
using Twitter) and 13.
