AGENDA
- Your brand
- Your story
- Your customer persona
- Your key messages
- Your marketing channels
- Your killer content
- Your action plan
START WITH WHY
- Why you are in business
- List 3 things you will work on after the workshop
- Simon Sinek
- https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
BRAND
- Voice
- Values
- Identity
- Message
- Integrity
- Recognition
- Positioning
- Logo
- Colours
- Style
- Fonts
- Culture
- Slogans / taglines
B2D
- WHY: Close the literacy gap for all children, enabling them to achieve their true potential.
- HOW: Bulk purchases for lower prices and excellent delivery service
- WHAT: Selling kids books at bargain prices
https://www.accenture.com/gb-en/company-news-release-strategy-gcpr-2018-uk
UK consumers are investing their time, money and attention in brands that have a genuine commitment to important principles that they care about.
HOW TO TELL YOUR STORY
- Who you are
- The business
- People
- Why you exist
- History
- Your why
- What you do
- Products
- Services
- Who you serve
- Customers
- What you can do for them
- Outcomes
- Evidence
- Testimonials
STORY STRUCTURE
Beginning, middle, ending
Backstory, problem, solution, action
STORY THAT WILL RESONATE WITH YOUR CUSTOMERS
WHO IS YOUR CUSTOMER
- Different personas
- What do you know about them?
- What problems do they have?
- How do you solve them?
- Give them a name
| What | Who | What channel | When | Priority |
| Image of your persona | |
| Name | |
| Age | |
| Job Title | |
| Day to day jobs to be done | Taking care of children really is a full-time job; in fact, it’s two and a half, according to research which has found that the time mothers spend on parent-related tasks equates to a 98-hour work week. https://www.independent.co.uk/life-style/health-and-families/mother-equivalent-2-jobs-full-time-childcare-98-hours-work-mum-survey-a8258676.html |
| Work attitude | |
| Family | |
| Environment | UK women ages 25 to 54 with children in their households spent most of their time online (59%) via smartphone https://www.emarketer.com/Article/UK-Mothers-Its-All-About-Smartphones-Social-Media/1016039 |
| Education | |
| Social Status | |
| Life Goal | |
| Experience |
B2D Persona
Lara, 40 years old, has 2 kids, employed
Does most of the household shopping
Tech-savvy, uses mobile for ecommerce
Value seeker, bargain hunter
Searching for air travel, new house and car so higher end of value seeker
Interested in cooking, travel, celebrity news
Motivated by the needs of her family and looking for ways to add value (find a bargain)
Don’t really have much time, quite busy with all the housework, kids and work.
They want a good deal, trusted seller, frictionless ecommerce experience.
| Decision maker or influencer | |
| Personality | |
| Interests | |
| Lifestyle | |
| Personal and professional values | |
| Concerns | |
| Benefits wanted | |
| Intent |
DEVELOPING YOUR VALUE PROPOSITION AND KEY MESSAGES
| NAME OF BUSINESS | |
| HELPS | Target audience |
| WHO NEED TO | Value proposition / product / service |
| THROUGH | Unique selling proposition |
| WHO | |
| NOT LIKE |
A unique selling proposition (USP, also seen as unique selling point) is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. A USP could be thought of as “what you have that competitors don’t.”
- Pros
- Reaches those that don’t use the internet or social media
- Not as common as it used to be so you can stand out
- Gives something tangible
- Cons
- Can be expensive
- Can go out of date quickly
- Not as environmentally friendly as it could be
WEBSITE
- Pros
- Provides information for customers
- Detailed information – offers value
- Can be purchase point (ecommerce)
- Cost-effective – hosting options
- Plenty of people with skills
- Cons
- Many different options
- Standing out requires effort
- Innovation costly
- Requires some tech skills
- Copywriting important
- Search is competitive
- Pros
- Easy to produce
- Low cost / no cost
- Everyone has email
- You own the data
- Cons
- Open rates
- Easy to unsubscribe
- Messages can be vanilla or feel very salesy
- Services
- Mailchimp
- Tend to have HTML heavy emails, can cause spam issues
- Drip
- Hubspot
- Getresponse
- Sendinblue
- Aweber
- Constantcontact
- Convertkit
- Activecampaign
- Mailchimp
When might legitimate interests be appropriate?
Legitimate interests is the most flexible of the six lawful bases. It is not focused on a particular purpose and therefore gives you more scope to potentially rely on it in many different circumstances.
It may be the most appropriate basis when:
the processing is not required by law but is of a clear benefit to you or others;
there’s a limited privacy impact on the individual;
the individual should reasonably expect you to use their data in that way; and
you cannot, or do not want to, give the individual full upfront control (ie consent) or bother them with disruptive consent requests when they are unlikely to object to the processing.
There may also be occasions when you have a compelling justification for the processing which may mean that a more intrusive impact on the individual can be warranted. However in such cases you need to ensure that you can demonstrate that any impact is justified.
The legitimate interests basis is likely to be most useful where there is either a minimal impact on the individual, or else a compelling justification for the processing.
SOCIAL MEDIA
- Facebook
- Older audiences
- Large number of users
- Limited organic reach
- Instagram
- Generation Z
- Aspirational
- Fast growing
- Developing rapidly
- Linkedin
- 79% over 35
- Professional
- B2B
- Big growth this year
- Twitter
- 32% 18-29
- Topical
- Fast moving
- Pinterest
- 80% women
- Craft/fashion/health/decor
- International
- Snapchat
- 76% millennials
- Lifestyle
- Closed network
EVENTS
- Pros
- Great for relationship building (face to face)
- Chance to demonstrate what you do and for people to sample
- Your audience are all in one place
- Cons
- Can be expensive (time and money)
- It’s hard to stand out – what will attract people to you?
- Less people go to events than they used to
Burak Bakay 