Want to tell better marketing and brand stories? Want to develop a better emotional connection with your audience? In this presentation, with Erin Blaskie, we uncover what it means to connect with your target market and tell the story that matters most to them.
5. OUR JOURNEY.
!
IDEAS > WHY 8 OUT OF 10 FAIL
!
INTIMACY > GETTINGTO KNOWYOUR
AUDIENCE
!
RESONANCE >TELLINGTHE STORIESTHAT
MATTERTO EACH GROUP OF PEOPLE
23. THE OLD, BROKEN MODEL.
!
KEEPSTHE IDEA CLOSETOTHE CREATOR,
NO OPPORTUNITY FOR CONNECTION.
!
THE BUILDING OF A RELATIONSHIP
HAPPENS AFTER IT’S BEEN BROUGHTTO
MARKET - NOT BEFORE.
31. 718 CYCLERY
NYC
A Bike Store Focused
on Collaborative Builds
!
Philosophy:
!
“We are practitioners of
100+ year old technology,
not the guardians of it.”
32. LEEVALLEYTOOLS
Family-Owned
Business Since 1978
!
Philosophy:
!
“Treat the customer like a
friend.We do everything
for you that we would do
for a friend, including,
where necessary, telling
you if you are being
unreasonable.”
33. YOUR JOB, AS CREATOR, IS
TO IDENTIFY YOUR
MARKETS
!
!
!
& DETERMINE THEIR VALUES
37. EARLY ADOPTERS.
!
RELY MORE ON GROUP NORMS.
ARE OFTEN OPINION LEADERS.
ENJOY LEADING EDGE PRODUCTS.
!
THINK: THE PERSON ENCOURAGING
FRIENDS & FAMILY TO BUY.
38. EARLY MAJORITY & LATE MAJORITY.
!
COLLECTS MORE INFORMATION.
LISTENSTO OPINIONS OF LEADERS.
OFTEN IN A LOWER INCOME BRACKET.
!
THINK: THE PERSON WHO BUYS
SOMETHING EVERYBODY ELSE HAS.
39. LAGGARDS.
!
THEIR PAST INFLUENCES PURCHASES.
OFTEN SUSPICIOUS OF CHANGE.
PURCHASES ARE “HAVETO”VS “WANTTO”
!
THINK: THE PERSON BUYING A FLIP
PHONE WHEN EVERYONE ELSE HAS A
SMARTPHONE.
55. HOW DID THEY DO IT?
!
THEY KNEWTHEIR AUDIENCE.
THEY KNEW WHAT MATTERED.
THEY KNEW WHERETO REACHTHEM.
THEY KNEW WHAT STORIESTOTELL.
THEY HIT ALL CHANNELS.