Selling The Value: Social Enterprise
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This document discusses the importance of marketing and creating an emotional connection with customers. It emphasizes understanding customers, defining your value proposition, communicating what customers receive rather than what you do, engaging with customers emotionally, and continuously monitoring and reviewing your marketing efforts. The key is gaining insight into customers and their needs to effectively target your message and sell your value.
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Selling The Value: Social Enterprise
- 2. Why are you Passionate Connections here?
- 3. Passionate Connections What is Marketing
- 5. Insert header Live in their shoes • Co-ordinated /integrated markting
- 6. Insight is key... It’s all about “discovery”
- 7. Where can you find insight?
- 8. What you do best Value proposition
- 9. What you do best “Explore our dependence on the natural world, rebuilding connections between people and nature.” “Its cool if I want to lick it” Steve Jobs
- 10. A “Brand” lives only in our minds An advertising message Relationships
- 13. Communicate what your customer gets not what you do
- 16. “Reason leads to conclusions, emotion leads to action.” Neurologist Donald Calne
- 20. Insert header • Create an emotional connection Get yourself noticed
- 21. Where to place your message?
- 23. Insert header • Create an emotional connection
- 26. When is enough, enough...?
- 27. Don’t forget
- 28. Group Workshop - Getting to Customer Insight Insert examples of right - Getting your message emotional campaigns •Key customer pain •The benefit you deliver •Why you do it the best
- 29. Summary Know your Define your stakeholders value Monitor Communicate and review what your customer gets Plan, Plan, Engage plan emotionally
Notes de l'éditeur
- Quick intro – Tamsin & Karl – no creds though
- What do you want to achieve from this session? Note up on board – refer to during session
- Get them to shout out what they think – note them up – 5 mins max
- At the heart of good marketing is creating passionate connections. In any communication you are not communicating with an inanimate object. There is a real live human being on the other end– whether writing a letter, making a sale, developing a contract – whatever – it is all about people and your relationship with them. So the behaviours, skills and tools that you use in business are no different from those that you would use in any relationship in your life. But often when it comes to marketing we forget about this. We may see our customers as obstacles that need to be overcome in order to make a sale rather than people that we seek to make connections with.
- So where does all good marketing start. With your customer, stakeholder, beneficiary. You have to live in their world. Put yourself in their shoes. See what they are seeing, do what they are doing. Feel their pain, passion, motivations, drives etc
- You cant research – you discover it. It happens by being around your customers and interacting with them. Example of insight. Apple – people like to interact and touch. Coke moment of happiness. How to do it. K – people in nappies. Being on phone. Listening in to conversations.
- Over to you. Pick on someone in the audience. Choose one of their stakeholders. Get the group to brainstorm ideas on sources of getting info about customer.
- Once you have lived in your customers shoes – you need to think about what you actually deliver to them. What problem you solve. What you do best.
- Once you have lived in your customers shoes – you need to think about what you actually deliver to them. What problem you solve. What you do best.
- We can Choose how others see us
- What is this ad making you feel. Explore the positioning
- How do these ads make you feel? This is the same brand taking a different positioning, leading to a different response
- Whats the benefit message?
- This is all about the benefit
- You cant research – you discover it. It happens by being around your customers and interacting with them
- Once once you know who you are what you do. You need to think about where you put your message
- Its about fit with customer and message
- How much do you need to communicate with your customers? Consistency of message
- Ref toolkit