![Page 1: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/1.jpg)
![Page 2: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/2.jpg)
2
![Page 3: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/3.jpg)
3
![Page 4: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/4.jpg)
For ____________________________________ (state the target market)who want or need ___________________ (state what they lack)my company provides _______________ (state what you give them)that benefits them by ________________ (state the primary benefit)so they can ____________________________ (state the positive outcome)
4
![Page 5: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/5.jpg)
For nonprofit development officers
who want or need an impressive, eco-friendly event look within a limited budget
my company provides eco-friendly, professional, affordable styling options
that benefits them by showcasing a professional, eco-friendly fundraiser to impress donors
so they can create a high-quality perception to get more donations within budget.
5
![Page 6: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/6.jpg)
1) Be specific. Be precise. 2) Multiple target markets? Multiple brand statements. 3) Tailor the outcome to show exactly how you help.4) The brand statement is your core messaging.
6
![Page 7: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/7.jpg)
7
![Page 8: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/8.jpg)
1. Online: SBA Office of Entrepreneurship Educationhttps://www.sba.gov/offices/headquarters/oee/resources/2836
2. Michigan SBDC http://sbdcmichigan.org/our-services/
2. Michigan Public Librarieshttp://www.publiclibraries.com/michigan.htm
4. Surveys: Online (such as SurveyMonkey) or in person
8
![Page 9: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/9.jpg)
9
![Page 10: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/10.jpg)
Question #1: B2B or B2C?
10
![Page 11: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/11.jpg)
Build Your Demographic – B2BIndustryMissionCompany SizeRoleTheir Target MarketCompany CultureOther Key Attributes
11
![Page 12: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/12.jpg)
Build Your Demographic – B2CGenderAgeRelationshipsCultureReligionLanguageOther Key Attributes
12
![Page 13: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/13.jpg)
Comfort /
Pleasure
Cause
Affiliation*
Profit /
Gain
Preventing
Loss
BelongingAvoidance
of Pain
Pride /
Prestige
What is your target market’s pain point?
• B2B – Motivated by economic factors: some combination of Profit / Gain, Preventing Loss, and Cause Affiliation
• B2C – Could be motivated by any combination
13
![Page 14: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/14.jpg)
The Problem You Solve: _________________________________________ Buyer Motivation: _________________________________________ Emotional Appeal? Yes / NoWhich Emotion?: _________________________________________
14
![Page 15: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/15.jpg)
The Problem You Solve: Creating a customized, eco-friendly weddingBuyer Motivation: Pride/Prestige, Comfort/PleasureEmotional Appeal? YesWhich Emotion?: Pride, Happiness
15
![Page 16: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/16.jpg)
16
![Page 17: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/17.jpg)
17
![Page 18: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/18.jpg)
18
![Page 19: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/19.jpg)
SERIF
Formal
Traditional
Respectable
Reliable
Authoritative
Good for print –
body of content
SANS SERIF
UniversalSimpleStableClean
Good for web –body of content
Script
FeminineFancyElegantCreative
Good for invitations
DISPLAY / DECORATIVE
EXPRESSIVEAMUSINGUNIQUEBOLDMEMORABLE
Good for headlines
MODERN
COOL
DISTINCT
PROGRESSIVE
STYLISH
Good for
niche markets
19
![Page 20: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/20.jpg)
Order, logic, security
Energy, power, masculinity
Connection, community, femininity
20
![Page 21: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/21.jpg)
21
•
•
•
![Page 22: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/22.jpg)
22
![Page 23: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/23.jpg)
GeographyInternationalNationalRegional/ProvincialCity/CountyNeighborhood
Spending Their TimeOffice, SchoolHomeSocial mediaCurrent EventsMagazines, NewsStoresExclusive Clubs / Groups
23
![Page 24: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/24.jpg)
NewslettersMailSocial MediaBulletin BoardsGroupsAdvertisements, BrochuresMember Discounts
24
![Page 25: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/25.jpg)
25
![Page 26: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/26.jpg)
1. Be where the people are. Often.
2. Listen
3. Create Goodwill
26
![Page 27: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/27.jpg)
It takes at least 7 touches to……convert a “lead” into a sale. …build trust!
Byproducts:Recency IllusionReferrals
27
![Page 28: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/28.jpg)
1. Businesses from other industries with a similar target market.2. Local businesses with similar traffic.3. Businesses in the same industry with which a mutual
agreement can be made for outsourcing or overflow business.
28
![Page 29: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/29.jpg)
29
![Page 30: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/30.jpg)
30
![Page 31: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/31.jpg)
Tuesday, March 21: Building Your Online Marketing Strategy
And check out the replays of:How to Develop Your Brand
Smart Principles of Marketing Messaging
31
![Page 32: Define and Reach Your Target Market - Melissa Forziat Events and Marketing](https://reader034.vdocuments.mx/reader034/viewer/2022042723/58ed2f421a28abd84f8b45e5/html5/thumbnails/32.jpg)
32