Marketing 101 for new products/brands or ones that need a re-fresh · 2018. 9. 16. · • Branding – business/brand name, brand image, logo design. Needs to resonate with your

Facebook.com/groups/SpinTribe SpinEvents.com.au

Spin Tribe is an Entrepreneur Club offering collaboration opportunities with members and a

chance to share inspiration together at Spin Tribe Gatherings, Meet’n’Greet events, BBQ

catch-ups, Guest speaker/learning events and Adventure days along with

participation/presentation rights in Spin Events Marketing: Spin Retreats* and Spin Festivals^.

I wanted to add some take away value to everyone who came to our first Spin Tribe event, so

I put together some marketing information on identifying your target market and creating a

customer persona/avatar to enhance the way you create messaging and offers.

Marketing 101 for new products/brands or ones that need a re-fresh

Here are the fundamental elements a marketing analysis needs to address;

• 7P’s – Product, Price, Promotion, Place, People, Process, Physical evidence. • Niche/POD – what are you doing different to everyone else? What problem are you

solving? Is there a demand for it? • Offering – what exactly is your value proposition? It’s all about offering undeniable

value. • Messaging – what are you communicating to your target market? What triggers does

your market respond to? (keywords/stories) • Branding – business/brand name, brand image, logo design. Needs to resonate with

your intended audience. • Call to action – what irresistible offering and messages communicate to your audience

motivating a call to action? • Loyalty – create passionate customers/clients who promote your brand via word of

mouth and call on your brand for continued value offerings.


Target Market – who is your audience?

Demographic

Age, Sex, Religion, Political, Employment, Financial, etc.

Geographic

Location: Country/State/Region, City, Country, Regional, Transport/Infrastructure, Temperature, Seasonal differences, etc.

Psychographic

How do your customers think? What do they consider generally and about your product segment? How would they make purchase decisions? Are there resonant words that will capture their imagination and call to action?

Behaviour

What do they do? How do they act? When relating to your product do they need to think/analyse or is it habitual/sub-conscious? How does your product/messaging fit into their current behaviour… and how can you tap into their current behaviour to best bring about a call to action for your product? Will your product/message bring about a change in their behaviour?


Customer Persona Creating a customer persona or avatar for your business allows messaging to be refined and

targeted to your ideal/likely customer

Customer personas are fictional, generalized representations of a firms ideal customer. Personas help identify the ideal customer a business is trying to attract by relating to this fictional character/customer as a real human (Hubspot, 2017).

Demographics

Relevant Interests

Behaviour (what do they do/act)

Pain Points (what do they need fixing)

Influencers (who do they listen to)

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5 ASPECTS TO BUILDING A CUSTOMER PERSONA Priority/Urgency •You want to understand the personal or organizational circumstances that cause your buyers to allocate their time and budget to resolve their pain points. Success Factors/Desires •Focus on personal outcomes such as; impressing peers, widening the buyer's sphere of influence, or increasing their ability to control something about their environment.

Perceived Barriers/Perceived Risk •Why would the consumer believe that your solution/brand is not their best option? Buyer's Journey •Who and what impacts your buyer as they evaluate their options to purchase.


Decision Criteria Which aspects of competing brands does your buyer perceive as most critical, and what are their expectations? • This insight informs messaging and content marketing decisions, clarifying both the buyer's questions and the answers they want to hear. Where does your customer/avatar fit in Maslow’s Hierarchy of Needs? How does your product elevate them to higher levels on the pyramid?

Identifying which of the five basic human needs satisfies your potential customer can in turn help understand what motives them. Individuals stay within one level of the Hierarchy until that need has been satisfied. This helps tailor a more specific buyer persona.

Below is an example of a finished customer personal profile. You need to be able to relate to your persona as a real human, a customer/client that you will pitch your messaging to. The example is about a customer persona who is in their senior years and looking to purchase a new mobile phone….


I have attached 2 further info/work sheets on customer personas below for you to have a go at clarifying your target market and help create your own avatar/customer persona.



Marketing 101 for new products/brands or ones that need a re-fresh · 2018. 9. 16. · • Branding – business/brand name, brand image, logo design. Needs to resonate with your

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