AGENDA

 

  • Your brand
  • Your story
  • Your customer persona
  • Your key messages
  • Your marketing channels
  • Your killer content
  • Your action plan

 

START WITH WHY

 

 

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.forbes.com/sites/annaschaverien/2018/12/12/consumers-do-care-about-retailers-ethics-and-brand-purpose-accenture-research-finds/#3992018416f2

 

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.”

 

PRINT

 

  • 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

 

EMAIL

 

  • 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

 

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.

 

https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/legitimate-interests/when-can-we-rely-on-legitimate-interests/

 

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