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Focus  Your  Message  &  Offer       It’s  important  to  focus  your  acquisition  campaigns  around  a  key  message  and  a  call-­‐to-­‐action.    If  you  deliver   every  detail  about  your  product  and  company  in  the  prospect’s  lap  at  one  time,  you  can  overwhelm  your   prospect.    As  a  result,  the  prospect  may  not  move  forward  out  of  confusion  or  because  s/he’s  found  another   company  that’s  selling  with  more  focus.     Deliver  one  or  two  key  messages  and  your  call-­‐to-­‐action     „ If  you  include  every  detail  about  your  product  and  company,  it’s  easy  for  prospects  to  become   overwhelmed.    Just  move  a  prospect  one  step  at  a  time.       „ Be  creative  -­‐-­‐  your  market  is  bombarded  with  messages  daily,  so  grab  their  attention  and  engage   them.     Focus  your  campaign  on  moving  a  prospect  forward  one  step  at  a  time.    Understand  what  the  prospect  needs   and  deliver  it  at  the  right  time;  keep  building  value  toward  a  close,  guiding  the  prospect  toward  that  end  goal.     Target  your  audience     „ With  more  specific  targeting,  you  can  speak  more  directly  to  the  prospect  and  raise  your  response   rates  in  the  process.      

Summary     EXERCISE   SUMMARY  

When to  Address  

Who Should   Participate  

Where  to  Use  the   Results      

After  you’ve  outlined  your  campaign  goals  and  campaign  strategy  ideas     Marketing  and  sales  leaders     Marketing  coordinators     Creative     Throughout  your  campaign    

Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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Why it’s  Important  

Focusing your  message  and  offer  to  the  right  people  at  the  right  time  can  drastically   improve  your  campaign  results.      

What Builds  Upon  it  

Your campaign  creative    

Timeframe  to   Completion     Potential  Business   Impact     Deliverable  

Next Steps  

30 to  60  minutes  

Medium. It  can  make  the  difference  between  a  break-­‐even  and  a  very  successful   campaign   You’ll  determine  the  stage  of  your  prospect’s  buying  process  to  target  and  the  type   of  message  to  deliver.     It’s  time  to  move  directly  to  the  subject  that  covers  your  chosen  media:     Telemarketing   Direct  Mail   Email  Marketing   Online  Advertising   Search  Marketing   Publicity   Trade  Shows  &  Events   Traditional  Media  

Target  Completion  Date  

PARTICIPANTS                       Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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PARTICIPANTS     PERSON   RESPONSIBLE              

TASKS            

DUE DATE              

Notes            

       

           

Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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Focus Your  Message  &  Offer      

What to  Complete      

1. IDENTIFY  TARGET  STEP  IN  BUYING  PROCESS   2.  SELECT  MESSAGES  AND  ACTIVITIES        

Where it  Fits  in  Marketing  Campaigns     Estimate  Response  Rate   Project  Sales  Process   Set  Customer  Goals   Calculate  Goal  Metrics   Determine  Business  Goals   Select  Campaign  Media       Identify  Target  Step  in  Buying  Process   Select  Messages  and  Activities       [Jump  to  Campaign  Subject  to  Plan  Details]   Determine  #  of  Impressions,  Leads  and  Customers   Create  Revenue  and  Profit  Projections   Create  Budget  and  ROI  Analysis   Outline  Media  Plan  Metrics   Determine  How  Prospects  Will  Respond  to  Your  Offer   Create  Fulfillment  Plan  Steps   Measure  Campaign  Results   Create  an  Improvement  Plan    

1.  IDENTIFY  TARGET  STEP  IN  BUYING  PROCESS     Here  are  some  general  guidelines  and  ideas  for  marketing  to  companies  in  various  stages  of  the  buying   process.    [Sales  Process  can  help]       BUYING  PROCESS   WHAT’S  HAPPENING  HERE   NOTES   STEP/WHAT  HAPPENS     Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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BUYING PROCESS   STEP/WHAT  HAPPENS   No  problems         Identify  problem      

Validate problem/gain   support         Research  solutions         Vendor/supplier   discussions       Identify  leading  vendors       Formalize  bidding   process       Review  bids       Negotiate  with  finalists       Choose  solution       Negotiate  contract    

WHAT’S HAPPENING  HERE  

NOTES

Business as  usual  –  the  company  has  no  pain  

      Someone  identifies  a  problem.    It  may  come  at     annual  planning  time  when  a  goal  is     established  and  the  company  realizes  that  it     needs  help.         The  person  who  identifies  the  problem  begins     the  process  of  gaining  support  to  find  a     solution.    May  identify  other  areas  that  are     affected  by  the  problem.       The  person  begins  to  research  potential     solutions  to  the  problem         The  company  begins  to  talk  with     vendors/suppliers         The  company  has  selected  one  or  more  leading     vendors/  suppliers  and  will  use  that  company     as  its  benchmark         The  company  sets  its  formal  objectives,  budget,     and  parameters  for  the  project,  then  seeks     bids/proposals         The  company  reviews  the  bids  /proposals           The  company  narrows  down  two  to  three     finalists  and  negotiates  terms             The  company  identifies  its  solution  and  notifies     the  winner       If  the  companies  must  negotiate  a  contract,  it  is     done  here    

Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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BUYING PROCESS   STEP/WHAT  HAPPENS     Execute  contract  /   purchase      

WHAT’S HAPPENING  HERE  

NOTES

When the  contract  is  executed,  the  initial  sales   process  has  concluded    

       

  Buying  process  step  to   pursue  

  Comments/ideas:                  

2.  SELECT  MESSAGES  AND  ACTIVITIES       Now,  find  the  buying  process  step  you  selected  in  the  left-­‐hand  column  and  review  the  appropriate  messages   and  activities  for  that  step.         BUYING  PROCESS   WHAT’S  HAPPENING   APPROPRIATE  MESSAGES  AND  ACTIVITIES   STEP/WHAT   USE?   HERE   FOR    THIS  STEP   HAPPENS   No  problems   Business  as  usual  –   „ If  you  can  reach  certain  segments  of     the  company  has  no   the  market  that  have  a  high  probability     pain   for  pain,  then  you  can  try  to  help  them     identify  the  pain.   „ Otherwise,  it  may  be  too  expensive  to   actively  reach  out  to  the  market  when     no  pain  is  felt.    Instead,  focus  on   companies  that  already  know  about   their  problem  and  are  looking  for   solutions.         Identify  problem   Someone  identifies  a   „ Know  or  gather  information  about  your       Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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BUYING PROCESS   STEP/WHAT   HAPPENS      

WHAT’S HAPPENING   HERE  

problem.  It  may   come  at  annual   planning  time  when  a   goal  is  established   and  the  company   realizes  that  it  needs   help.     Validate   The  person  who   problem/gain   identifies  the  problem   support   begins  the  process  of     gaining  support  to     find  a  solution.    May     identify  other  areas   that  are  affected  by   the  problem.     Research  solutions   The  person  begins  to     research  potential     solutions  to  the     problem  

APPROPRIATE MESSAGES  AND  ACTIVITIES   FOR    THIS  STEP  

USE?

prospects’ typical  planning  cycles,   contract  expiration  dates,  trends,  etc.   „ Build  partnerships  and  alliances  with   companies  who  can  refer  you  to  these   prospects  at  the  earliest  possible  stage    

„ Understand the  needs  of  various   departments  within  your  prospect   organizations  and  prepare  sales  tools  to   gain  their  support  and  buy  in  at  the   appropriate  time.   „ Some  companies  market  to  these   “influencers”  at  high-­‐value  prospects  

„ Now that  the  person  is  beginning  to   research,  you  need  to  be  “found.”     Identify  all  of  the  places  where  this   person  will  research  solutions  and  build   your  presence.    For  example:   „ Advertise  on  industry  websites  and   print  publications   „ Create  very  targeted  website  landing   pages  and  optimize  for  search  so  that   these  people  will  find  you  organically   „ Use  paid  search  to  drive  search  traffic   to  your  site   „ Reach  out  to  bloggers;  create  your  own   blog  to  educate  and  build  traffic  to  your   site   „ Offer  a  white  paper,  seminar  or  other   resource  to  help  educate  the  person  as   they  are  researching  solutions   „ Make  sure  you  have  a  simple  contact   process  so  that  prospects  can  request   valuable  information  from  you  by   phone,  email  or  website  form  –  and  put   a  great  fulfillment  process  in  place  to   deliver  the  information  quickly  and   then  follow  up  with  the  prospect.    

Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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BUYING PROCESS   STEP/WHAT   HAPPENS   Vendor/supplier   discussions      

Identify leading   vendors      

Formalize bidding   process      

Review bids      

WHAT’S HAPPENING   HERE  

APPROPRIATE MESSAGES  AND  ACTIVITIES   FOR    THIS  STEP  

The company  begins   to  talk  with   vendors/suppliers  

„ Continue touching  the  market  as   outlined  in  the  previous  step  –  make   sure  you’re  easily  found  in  the  obvious   places.   „ Exhibit  and  potentially  sponsor  relevant   trade  shows  and  seminars  –  it’s  a  good   place  for  buyers  to  start  discussions.   „ Make  sure  the  first  touch  your  market   has  with  your  company  is  a  positive  and   informative  one   „ Build  a  tracking  system  to  assign/track   leads  and  ensures  that  nothing  falls   through  the  cracks.     „ Educate  them  on  how  you  compare  to   the  competition  (as  long  as  you  can   deliver  the  best  solution  to  their   needs).    Do  the  evaluation  work  for   them,  but  be  honest  about  it.   „ Make  sure  your  sales  literature  and   tools  are  consistent  with  your  branding   and  deliver  the  information  they’ll   need.     „ Make  sure  you  have  a  good  proposal   template  that  focuses  on  benefits,   answers  all  questions  clearly  and   delivers  the  information  in  the  format   requested  by  the  prospect   „ Create  additional  tools  to  deliver  with   your  bid   „ Relationship-­‐building  is  crucial  through   the  next  few  steps.    Create   opportunities  to  reinforce  your   company’s  relationship  with  prospects   at  this  stage  –  for  example,  small  but   special  events  (golf  outings)  for  current   and  prospective  customers,  or  a   salesperson  wining-­‐and-­‐dining     „ Continue  relationship-­‐building   „ Make  sure  your  organization  can   respond  quickly  to  requests  and  

The company  has   selected  one  or  more   leading  vendors/   suppliers  and  will  use   that  company  as  its   benchmark    

The company  sets  its   formal  objectives,   budget,  and   parameters  for  the   project,  then  seeks   bids/proposals    

The company  reviews   the  bids  /proposals  

USE?

Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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BUYING PROCESS   STEP/WHAT   HAPPENS  

WHAT’S HAPPENING   HERE  

APPROPRIATE MESSAGES  AND  ACTIVITIES   FOR    THIS  STEP  

objections.     „ Create  messaging/responses  for   anticipated  questions  and  objections,   and  make  sure  your  team  delivers   those  messages  consistently   „ Communicate  relevant  news  and   findings  (for  example,  new  case   studies)  to  prospects  at  this  stage     Negotiate  with   The  company  narrows   „ Continue  activities  from  previous  step   finalists   down  two  to  three     finalists  and     negotiates  terms       Choose  solution   The  company   „ Thank  the  prospect     identifies  its  solution   „ Reinforce  the  good  choice     and  notifies  the   „ Immediately  begin  a  successful   winner   transition  to  the  next  phase  –  don’t  lose   the  momentum  just  because  you’ve   won  the  deal   Negotiate  contract   If  the  companies  must   „ Be  flexible  and  fair  –  one-­‐sided  terms     negotiate  a  contract,   create  unbalanced  partnerships     it  is  done  here.   „ Never  stop  selling!    Keep  a   businessperson  involved  in  contract   discussions  as  much  as  possible.    Don’t   let  the  discussions  get  heated.   „ Be  sure  to  outline  remedies  for   resolving  problems  at  this  stage     Execute  contract  /   When  the  contract  is   „ Make  sure  you  have  a  solid   purchase   executed,  the  initial   management  plan  in  place.     sales  process  has   „ Start  thinking  about  customer  retention     concluded.    

USE?

Now  think  about  your  campaign  concepts  from  [Exercise  531  or  538  can  help]  and  match  them  to  the  step  in   the  sales  process  you  go  through  with  a  typical  prospect.      

Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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CAMPAIGN CONCEPT:    Media  to   use  and  any  ideas  for  the   campaign                                                  

BUYING PROCESS  STEP    

APPROPRIATE MESSAGES  AND   ACTIVITIES  FOR    THIS  STEP  

                                             

                                             

  Now,  decide  on  your  final  campaign  concept  and  the  appropriate  messages  to  deliver:             Campaign  concept                 Messages  to  deliver           Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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Comments/ideas:                   Next,  move  to  the  individual  campaign  sections  to  help  you  implement  each  campaign:     SECTION   CAMPAIGN  TYPE   EXERCISES   NUMBER     17   Telemarketing   410-­‐421   23   Direct  Mail   490-­‐501   19   Email  Marketing   450-­‐463   21   Online  Advertising   600-­‐608   20   Search  Marketing   470-­‐481   22   Publicity   510-­‐524   18   Trade  Shows  &  Events   430-­‐440   24   Traditional  Media   550-­‐569     You  will  use  these  subjects  along  with  the  rest  of  the  Marketing  Campaigns  exercises.    

Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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Focus Your  Message  &  Offer      

Report  

1. IDENTIFY  TARGET  STEP  IN  BUYING  PROCESS   2.  SELECT  MESSAGES  AND  ACTIVITIES         This  report  summarizes  our  results  from  completing  Exercise  532  –  Marketing  Campaigns:  Focus  Your   Message  and  Offer.       Campaign  Name  

Media type  

Run Dates  

 

 

   

1. IDENTIFY  TARGET  STEP  IN  BUYING  PROCESS       Buying  process  step  to   pursue  

   

  Comments/ideas:                     Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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2. SELECT  MESSAGES  AND  ACTIVITIES       Our  final  campaign  concept  and  the  appropriate  messages  to  deliver  are  as  follows:             Campaign  concept                 Messages  to  deliver           Comments/ideas:                      

Marketing  Campaigns  „  Focus  Your  Message  &  Offer  

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Focus your message andoffer  
Focus your message andoffer  

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