1) The document outlines the key aspects of developing a marketing plan, including defining the target market through market research, understanding the product and competition, establishing goals and strategies, and monitoring results.
2) It discusses developing a unique selling proposition and promotional strategy to position the product and communicate the key benefits to the target audience.
3) The overall objectives of the marketing plan and copywriting are to motivate and inspire the target market while overcoming resistance and creating value.
5. Goals
• Define Copywriting
• Define Marketing plan
• Understand relationship between
marketing plan and target audience
• Understand relationship between target
audience and the copy we write
11. Content Objectives
• Overcome resistance
• Create a connection
• Motivate or inspire
• Mobilize or reinvigorate
• Introduce new directions
• Show value proposition (UVP or USP)
12. Content Objectives
• Increase customer spend
• Educate about an aspect of offer
• Break into a new market
• Create leads or keep feeding them
• Enhance loyalty
• Increase market share
13. Copywriter Wanted
•
The Marketing team for Loblaw
Companies, is seeking a talented
copywriter, working in a fast paced,
food-focused environment, working
closely with our team to produce
beautifully cutting-edge product and
marketing creative copy to support
our numerous banners and brands.
14. Responsibilities
• Write customer-facing copy in a variety of
product categories
• Ensure timelines are met
• Leverage multiple resources (books,
magazines, web, product developer, chefs,
etc) to conduct research for effective and
creative writing.
• Must be capable of creating, impactful,
targeted messaging with a minimum of
words
15. Because no kid ever said,
“Hey Mom, can I have some more
trans fat?”
16. Marketing plan – why?
1. Where are we now?
2. Where do we want to go?
3. How can we go there?
4. How can we control it?
17. What does a marketing plan
do?
• Tracks Costs / Measures Value
• Helps with Focus
• Charts Success
• Serves as a Business Handbook
• Captures Thinking on Paper
• Reflects the Big Picture
• Becomes a Document to Build On
18. The Marketing Plan
1. Market research
2. Target market
3. Product
4. Competition
5. Mission statement
6. Market strategies
7. Pricing, positioning and branding
8. Budget
9. Marketing goals
10. Monitor your results
19. Market research
Understand your market
Are there segments in my market that are
being underserved?
Are the segments big enough to make money?
How much share of that market do I need to
capture, to just break even?
Is there too much competition in the segment
of my market to be competitive?
What is my competition’s weaknesses?
20. Market research
Consider:
• Market dynamics, patterns including
seasonality
• Customers – demographics, segment,
target markets, needs (wants), buying
decisions and habits
• Product - what's out there now, what's the
competition offering
• Current sales in the industry
• Benchmarks in the industry
21. Target Market
A defined segment of the market that is the strategic focus of a
business or a marketing plan. The members of this segment (or
segments) possess common characteristics and a relative high
propensity to purchase a particular product or service.
Because of this, the members of this segment represent the greatest
potential for sales volume and frequency.
Target market is often defined in terms of geographic,
demographic, and psychographic characteristics.
23. Target Market
• Geographic
physical location
• Demographic
age, gender, sexual orientation,
income bracket, and/or education
• Psychographic
psychological traits, characteristics,
or lifestyle
24. Psychographics
• Lifestyle— interests, hobbies,
activities, interests, opinions, values,
media preferences.
• Everyone has two lifestyles, the one
they are in now, and the one they
aspire to, which is usually better
than the current one.
• Almost all decisions are influenced by
the buyer’s current and desired
lifestyle.
28. Target market
• Find niche or target markets for your
product and describe them.
• If you say that your target customer
is "everybody" then nobody will be
your customer.
29. Choose a niche
• Make sure to choose a niche that interests
you and that is easy to contact. I can’t
stress this point enough. Don’t pick
a niche that you can’t communicate with
or that costs you a ton of money to
contact.
• You could be a "writer that specializes in
financial services" or a "C.P.A. for used car
dealers" or a "dry cleaner for a specific
condominium development."
30. Product
• Describe your product.
• How does your product relate to the
market ?
• What does your market need?
• What do they currently use?
• What do they need above and
beyond current use?
31. Competition
• Describe your competition
• Develop your USP (unique selling
proposition)
• What makes you stand apart from
your competition?
• What is your competition doing about
branding?
32. Mission statement
Write a few sentences that state:
• "Key market" - who you're selling to
• "Contribution" - what you're selling
• "Distinction" - your unique selling
proposition
33. Marketing Tactics
• Networking and Word-of-mouth - go where your market is
• Direct marketing - sales letters, brochures, flyers, posters
• Advertising - print media (newspaper ads), electronic media
(television ads, radio ads, infomercials), OOH (out of home –
transit ads, billboards) directories
• Training programs - teleclasses, webcasting
• Write articles, public speaking, give advice, seminars, newsletter
(print or electronic), become known as an expert in your chosen
field.
• Direct/personal selling, door-to-door, telemarketing
• Publicity/press releases, articles
• Trade shows, contests, sweepstakes, charity events, special
events
• Web site (banner ads)
• Incentives (Take-one box, gift certificates)
• Yellow pages
34. Pricing, positioning and branding
From the information you've
collected, establish strategies for
determining:
• the price of your product
• where your product will be positioned
in the market
• how you will achieve brand
awareness.
35. Budget
• What strategies can you afford ?
• What can you do in-house, what do
you need to outsource?
36. Marketing goals
• Establish quantifiable marketing
goals.
• For instance, your goals might be to
gain at least 30 new clients or to sell
10 products per week, or to increase
your income by 30% this year.
• Your goals might include sales,
profits, or customer's satisfaction.
37. Monitor your results
• Test and analyze. Identify the
strategies that are working.
• Survey customers.
• Track sales, leads, visitors to your
web site, percent of sales to
impressions.
• Establish ROI (return on
investment).
38. Body Copy:
New Spudz Stix are air-popped, not fried, and contain zero trans fats. Of
course the only thing kids care about is that they’re delicious. They come in
great flavours like Ketchup, Cheesy Nacho, and Ranch - and they’re from
Quaker, so Mom’s going to love them too.
Slogan:
The only thing kids know is that they’re delicious
39. Define the product or
service
• Describe the attributes of your
product in terms of features and
benefits
Features
Benefits
Positioning
41. Know your competition and
USP
• Competition
• USP (what we have that the
competition does not)
42. Unique Selling Proposition
• Your USP is the key to everything
• Once determined, your slogan,
advertising campaign, and design
projects all reflect it
45. Write your sales
message
• Inform target market what they can
get
• Slogan: The only thing kids know is
that they’re delicious
46. Select Promotional Media
• Media must reach defined target
market and allow us to accomplish
our promotional strategy.
Notas del editor
UVP/USP what differentiates your product or service from others on the market
Unique Value Proposition/Unique Selling Proposition
Collect, organize, and write down data about the market that is currently buying the product. you will
If you try to sell something that people don’t want, they won’t buy it.
So, a profitable market consists of people who have wants that are being unmet, so much so that they will jump to buy your solution.
Psychographics, the analysis of consumer lifestyles.
Motivation causes behaviour that satisfies needs. Marketers try to arouse these needs.
The marketplace is jam packed with competition. Carve out a specific niche and dominate that niche, then you might consider moving on to a second niche.
Make sure to choose a niche that interests you and that is easy to contact. I can’t stress this point enough. Don’t pick a niche that you can’t communicate with or that costs you a ton of money to contact.
You could be a "writer that specializes in financial services" or a "C.P.A. for used car dealers" or a "dry cleaner for a specific condominium development."
Your marketing budget can be developed several ways depending on whether you want to be more exact or develop just a quick-and-dirty number. It’s good to start out with a quick-and-dirty calculation and then to support it with further details. First, if you have been in business for over a year and tracked your marketing-related expenditures you could easily calculate your "cost to acquire one customer" or "cost to sell one product" by dividing your annual sales and marketing costs by the number of units (or customers acquired) sold.
The next step is to take your cost to sell one unit or acquire one customer and simply multiply it by your unit sales or customer acquisition goal. The result of this simple computation will give you a rough estimate of what you need to invest to meet your sales goals for the next year.
a recent Direct Marketing Association study found e-mail marketing has an ROI of $57.25 for every dollar spent, over 150 percent greater than the ROI for non-e-mail online marketing
Ask if the copy:
· Knows the audience
· Uses language the target market understands
· Uses a great headline
· Makes an impact and strikes a nerve
· Magnetizes or draws customers to the product
· Demonstrates product knowledge
· Uses short sentences and runs from pompous words
· Educates - not sells
· Focuses on benefits
· Focuses on the client
· Conveys a particular image
· Brings out personality
· Flows logically (is organized)
· Demonstrates consistency
Does the copy:
· Start with the prospect (target market) in mind?
· Gain attention?
· Make the ad FABulous – features, advantages, benefits?
· Differentiate the product from the competition?
· Be the 3 C’s: Clear, Compelling, Conversational?
· Overcome objections, suspicion and doubt?
· Involve writing for readers, but format or design for scanners?
· Ask for action?
· Suggest (include) visuals?
And to all that, might I add: Is the copy poetic? Can you find a theme woven
throughout the copy?
older and younger groups.
Difficult to get into some schools that sell vending machine space
to one company; will have distribution implications.
There are those who want to restrict the use of caffeine in pop; we
meet legal limits but we don’t want to overplay kick and get opponents of
caffeine in cola in a lather. It is part of our USP so can’t ignore it. Let word
of mouth work in our favour?
There is a move to healthier eating and it may work in our
favour as it's aimed at the boomers (once the counter culture). We are
positioning VCVC as the new counter culture pop – the pop your parents
will not drink. Also, there is a move away from alcohol on university
campuses, especially at frosh parties, initiations, and sanctioned events;
VCVC can fill that gap.
other current technology. VCVC will launch a Web site with chat
rooms, develop cell phone ring tones and pop-culture news alerts
Maslow's need is thirst, but target market does not need
VCVC. They can drink water! So the ad should play on a personal desire
and associate drinking VCVC with fulfillment of that desire.
To be perceived as cool, aloof, above the fray.
Desires friends and fun. Wants to be seen as counterculture, intelligent,
active – but not with Mom and Dad. Peers and image with peers are
important.
Target market is not aware of brand, but they drink
pop. Make them aware and persuade potential early adopters to switch.
Full-page ads in selected college and university newspapers and in
magazines read by target market.
· No TV, radio or transit ads initially. Creative will influence future transit ads
and the VCVC Web site (which will have cool contests, games,
entertainment news, chat rooms and so on).
· Posters in university washrooms can replicate full-page ads.
· Deliverable: concept and related image/graphic ideas; headline, subhead,
body copy, slogan.