AGENDA
7:30 – 8:00am Check-in, Networking, Coffee
8:00 – 8:30 Welcome, Introductions, Presentation
8:30 – 8:40 Break
8:40 – 9:40 Panel Discussion
9:40 – 10:00 Wrap Up, Q & A

Who is Affinity?
We can help you with marketing strategy
and implementation.
• Strategic Marketing Plan
• Market Diversification
• Market & Competitive Research
• Product Launch
• Lead Generation Events
• Press Releases
• Web Content
• E-mail Marketing

TODAY’S TAKEAWAYS
Today you will learn the basics:
 MARKETABLE ASSETS - Pinpoint
them.
 TARGET MARKET - How to identify it
for efficient use of resources.
 CONTENT MARKETING – Customer
focused ideas to build awareness,
reinforce your brand and create
inquiries.

TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING

IDENTIFY YOUR MOST MARKETABLE ASSETS
Why?
• The 8 Second Rule
• Valuable Real Estate
• Step #1 in getting the right
messages in your marketing
materials.

IDENTIFY YOUR MOST MARKETABLE ASSETS
Staff Trusted
Members Advisors
HOW?
Brainstorm Record
Strengths

IDENTIFY YOUR MOST MARKETABLE ASSETS
Does it add Is it easily Does it
value? copied? differentiate
you from
your
competitors?

IDENTIFY YOUR MOST MARKETABLE ASSETS
Does it add Is it easily Does it
value? copied? differentiate
you from
your
competitors?
YES YES YES

TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING

TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING

TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING

#1 Efficiency
WHY WE TARGET MARKET
• We’d like to sell our products to
everyone.
• Few can afford that.
• Limited resources.

#2 Effectiveness
WHY WE TARGET MARKET
• It leads to more effective:
• Search terms.
• Blog topics.
• Social media updates.
• Media selections.

#3 Customer Loyalty
WHY WE TARGET MARKET
• Find AND retain customers.
• Best way to get repeat
business.
• Repeat customers are the best!

IDENTIFY YOUR TARGET MARKET
Three Basic Steps
1. Look at your current customer list.
2. Find the 20% which represents 80% of
your profits.
3. Create a profile of them based on what
they have in common.

It is very likely that there are many more
customers just like these that want to
buy your product.
They are your target market !

TAKE A CRITICAL LOOK
Take a critical look at your
target market by asking:
 Is the target market of sufficient size to be
viable?
 Is this segment expected to grow over the
next three to five years?
 Can you reach this target market without
breaking the bank?

TODAY’S TAKEAWAYS
MARKETABLE ASSETS
TARGET MARKET
CONTENT MARKETING

What is Content Marketing?
Videos, Blogs, Newsletters, Ca
se Studies, Interviews.
Original in most cases.
Subjects that matter to your
audience.

MAKE CONTENT MARKETING WORK FOR
YOUR BUSINESS
• Generate
Establish a “Top 10”
Yourself list.
As An • Review a
Expert product or
service.

“HOW TO” LIST

“HOW TO” LIST

MAKE CONTENT MARKETING WORK FOR
YOUR BUSINESS
• Share a link
from another
source and
Build give credit.
credibility • Interview a
thought
leader in your
industry.

INTERVIEW A “THOUGHT LEADER”

MAKE CONTENT MARKETING WORK FOR
YOUR BUSINESS
• Develop and
Be a share a Case
Resource Study.
• Discuss
for industry news
Solving from another
Problems person’s
point of view.

DEVELOP A CASE STUDY

The Golden Rule of
Content Marketing
Demonstrate that
you understand
your customer’s
problem.