Like any plan, your business or marketing or life plan begins with thinking. Creating your plan is a process to help focus and guide efforts for optimal success with available resources – creating a strategic, integrated and consistent approach to the journey.
The process gives you clarity and focus. Be excited about this journey of discovery. Determine where you are going, and where you won’t go. To do this, you benefit from a Playbook. This life is your show. Let’s #ScriptYourShift and create the plan of actions that serve you in your award-worthy performance.
THOSE SERVED: Understand your target market, competition and industry marketplace
Your Target Market. Who do you help and how do you help them? Spend time and thought crafting the perfect marketing message—that’s time well spent. At the heart of every compelling marketing message are two factors: Who do you serve? And, in what way, specifically, do you serve them better than any of their other options? Answer these two questions carefully, and the rest of your marketing message will flow so much more easily.
Take a look at all solutions your market has to turn to instead of yours. List strengths and shortcomings for each of these competitors. This will assist in answering how you serve the market better.
And, consider the marketplace. What are the trends? Outline opportunities such as new distribution venues or growing demand. And, consider the threats such as growing competition and demand dilution. Address how you will capitalize on opportunity and thwart threat.
YOUR GIFT: Define your USP (Unique Selling Proposition)—your purpose, raison d’être
Here again we look at how you serve the market better than all other options. We boil it down to the core and then communicate it with clarity.
RELEVANT MESSAGE: Develop your marketing messages and ensure the right people are targeted
The way you look has a lot to do with the way people look at you. What you say will make your day, and it will make someone else’s day too! More and more, advertising is becoming advertorial Content Marketing. It is about what you stand for, not what you sell. Informational needs of customers and prospects is the driver. It’s not a proposition, it’s a conversation.
STRATEGIC PLAN: Identify the best marketing mix—most appropriate, cost-effective channels
Social media (and which venues), print, outdoor, cable television, events, and etc. are dynamic channels of communication that offer specific benefits and costs. Take a look and determine the “fat rabbits” to give you the biggest bang for your media buck.
ACTION STEPS: Set out a month-by-month plan of action that schedules your tactical activities then break it down week-by-week and day-by-day
Be consistent. Build your presence and amplify it. Plan around seasonal commemorations and themes, incorporating those that are appropriate. Be ready to adjust with current events and news.
Whether it’s to generate leads, find customers, drive website traffic or build your brand, let’s look at your target market, competitors and positioning then develop a strategy designed to consistently deliver the most compelling message to the right audience.
Set a plan and be ready to revise the plan as the playing field changes.
It is my intention to be iconic in what I do in order to give gifts to my family, friends, and community, plus support the world with ample resources to do it. What is your intention for you?
Create your character, or others will create it for you—concentrate on the image you want to convey and focus your full attention on that image, and that your body will then align with that through your body language, facial expressions, and demeanor.
My why is to be a creative director for our most epic life. I believe we belong to one another. My family is everything to me. My friends become family. And my community is an extension of family. We are each the star of our life, coming together to co-star in the human experience. Each of us has an essential role to play in the story, the epic tale, the saga of the human race.
The audience I serve is primarily small to mid-size female-owned businesses. Clients seek a plan that strikes a balance between personal and professional demands. It is one life. Your plan, your Playbook, addresses your life with a birds-eye-view.
“The most important story you tell is the story you tell yourself.” — Tamara Parisio
And, as with any script, there are times that a scene doesn’t come together as planned. Revise your script—your Playbook is a living document. Take a new perspective and set a new direction for this act. Then carry on with your most epic life journey.
Do you have an underlying story for your brand? Is there a consistent message threaded through everything you do Determine the core concepts that resonate with your customers—and with your fans—to create the foundation of your brand story.
Here are some key areas you can investigate to unlock compelling threads that are engaging as your story unfolds.
Discover what your audience is interested in. A quick scroll among your followers will reveal repeated terms. Identify top keywords used to engage with your brand. Consider looking at areas of influence on Klout. And take a look at the competition, how are they talking about their brands? This can help you distinguish yourself, recognize important attributes that bring a customer to your brand rather than to a competitor. Grab on. Follow the topic as it relates to your product and as it extends in other areas. Have fun with it—even topics that are “unspeakable” can be addressed in a tale or two. Consider the antics of PooPourri.
Capitalize on the trends. Seasons. Holidays. Events. News. Fashion. Sports. There’s an opportunity to hook your brand story on to what’s happening—as appropriate and applicable—and continue to unfold your story as it relates to current events and timely happenings. When you hook onto a trending concept with your product or offer, you gain awareness among those interested in the trend while staying relevant with your message. For instance, take a look at the Dough Boy taking the the ALS Ice Bucket Challenge. Many other brands capitalized on the trending event.
Develop content themes based on trends and topics relative to the goals of your company and your customers. Find the most universal theme to carry your story to the widest relevant audience. For instance, happiness. Show how your product inspires and spreads joy. And then, tell it like it is—with pizazz. Make it memorable. Here is where creativity conquers. Get your audience involved in your story and you will have a life-long fan. A great example of this is the Dancing Guy who was sponsored by various brands, beginning with Stride Gum.
With this, you can build a compelling message that unfolds consistently while continuously telling the tale that is at the core of your brand.