logical marketing - melissa forziat events

7/23/2019 Logical Marketing - Melissa Forziat Events

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Logical Marketing

7 Keys to Build Your Brand

and Reach Your Target Marke


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The Seven Keys

Know What You Do

Know What s In It for Them

Understand Your Buyer s Motivation

Match Your Brand to Your Buyer s Motivation

Locate Your Target Market

Go to your Target Market

See Who Else Occupies That Space


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Key

Know What You Do


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Crafting a Brand Statement

For ____________________________________ (state the target

who want or need ___________________ (state what they my company provides _______________ (state what you gthat benefits them by ________________ (state the primaryso they can ____________________________ (state the positive


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Example: Prime Event DecorEco-Friendly WeddingsFor eco-friendly couples who are planning a weddingwho want or need eco-friendly event stylingmy company provides environmentally-conscious styling options to suit their tastethat benefits them by creating a customized event look while protecting the environm

so they can have a memorable unique wedding while supporting an important cause.

Eco-Friendly Non-Profit FundraisersFor organizers of non-profit events who care about the environmentwho want or need a professional eco-friendly event look within a limited budgetmy company provides environmentally-conscious affordable styling optionsthat benefits them by creating a cohesive professional and eco-friendly look to impr

so they can create a memorable event to get more donations within a tight budget.


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Rules of the Brand Statemen

1) Describe specifically who you help. Use precise adj2) Multiple target markets? Multiple brand statement3) Describe exactly how you help. Tailor the positive o4) The brand statement is your core messaging.


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Key 2

Know What s In It for Th


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Reverse Brand StatementFrom the customers perspective

I am a ________________________________ (my target markI have a problem. It is _____________ (what I need/waI am looking for _____________________ (the outcome I wThis will help me by _________________ (the benefit to mso I can _______________________________ (how it empowe


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Example: Prime Event DecorEco-Friendly WeddingsWe are a couple planning a wedding.We have a problem. It is we want to have an elegant wedding yet remain eco-friendWe are looking for someone to create a perfect elegant wedding look that respects theThis will help us by saving us time yet creating a unique classy eco-friendly event

so we can have a memorable unique earth-friendly wedding and have time to plan ot

Eco-Friendly Non-Profit FundraisersI am a non-profit employee planning a fundraiser for an eco-friendly organization.I have a problem. It is I need eco-friendly dcor for the event on a very limited budgI am looking for a professional-looking environmentally-conscious event on a tight This will help me by creating a professional event keeping with the cause that will i

so I can raise more money while spending less.


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Why Reverse the Brand Stateme

1) Start to think like the customer.2) The customer is deciding if you fill a particular n

Answer that question.3) The customer wants to know how they will be im

It is not about your wishes, needs, or goals.


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Key 3

Understand Your Buyer s Mot


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Buyer Motivation Comfort /Pleasure

CauseAffiliation*

ProGai

P

Avoidanceof Pain

Pride / Prestige

B2B

Buyers are motivated by somecombination of Profit / Gain, Preventing Loss,

and Cause Affiliation

B2C Buyers could be motivated by any

combination


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Appealing to Your Buyers Motiv

The Problem You Solve: _______________________________Buyer Motivation: _______________________________Emotional Appeal? Yes / NoWhich Emotion?: _______________________________


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Example: Prime Event DecoEco-Friendly WeddingsThe Problem You Solve: Creating a unique, eco-friendly event loBuyer Motivation: Cause, Pleasure, Prestige?Emotional Appeal? YesWhich Emotion?: Pride, Feeling Special

Eco-Friendly Non-Profit FundraisersThe Problem You Solve: Creating a low-cost, professional, eco-frBuyer Motivation: Profit/Gain, Preventing Loss, CauseEmotional Appeal? No

Which Emotion?:


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Key 4

Match Your Brand to Yo

Buyer s Motivation


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Language and Emotion

Tone


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Language and Emotion - TriggEnticing:1) Sensory - Appeal to the sense of sight, sound, touch, taste, or smell.2) Word Imagery In the absence of an actual picture, create a mental image

3) Outcome Connect an action with a distinct positive outcome.4) Verbs Use active, present tense verbs to call the reader to action.5) Repetition Be consistent with trigger words. The mind looks for and reca6) Exclusivity Words that suggest or imply exclusivity make us feel special.

Halting:1) Negative Words No, Not, Never trigger a fear response via the amy


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Visuals and Emotion FontSERIF

Formal

Traditional

Respectable

Reliable

Authoritative

Good for print

body of content

SANS SERIF

Universal

Simple

Stable

Clean

Good for web

body of content

Script

Feminine

FancyElegantCreative

Good for

invitations

DISPLAY /DECORATIVE

EXPRESSIVE

AMUSINGUNIQUEBOLDMEMORABLE

Good for

headlines

S


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Visuals and Emotion - Shap

Order, logic, security

Energy, power, masculinity

Connection, community, femininity


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Visuals and Emotion

Color

Optimistic, Warm, Happy, You

Exciting, Intense

Romantic, Beautiful, Compassio

Friendly, Cheerful, Warm, Ret

Trustworthy, Dependable, Tran

Peaceful, Healing, Refreshing, N

Royal, Dignified, Wise, Luxurious, P

Authoritative, Powerful, Sophist

Innocent, Pure, Simple, Hope

Balanced, Calm, Security

Genuine, Practical, Sad


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Key 5

Locate Your Target Mark


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Who is your target market?

Build Your DemographicGenderAgeCultureReligionLanguageRelationshipsOther Key Attributes


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Where is your target market?

GeographyNationalRegional/ProvincialCity/CountyNeighborhoodSocioeconomic FactorsCultural Traits

Spending Their TimeOffice, SchoolHomeSocial mediaCurrent EventsMagazines, NewStoresExclusive Clubs /


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Know How the Community Commu

NewslettersMail

Social MediaBulletin BoardsGroupsAdvertisements, BrochuresMember Discounts


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Key 6

Go to Your Target Marke


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Building Trust in Marketing

1. Be where the people are. Often.

2. Create Goodwill

ByproductsRecency IllusionReferrals


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The Rule of Se

It is said that it takes at leato turn a lead into a buy

Read: It takes 7 points of before they may be re

Read: It takes 7 points of cbuild the relationship


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Key 7

See Who Else Occupies That


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Partners

1. Businesses from other industries or different segthe same industry that are already in the space

your target market is.

2. Businesses in the same niche of your market, whermutual agreement can be made for outsourcingoverflow business.


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Competition

Businesses from the same segment of your indu

are already in the space where your target market is+

Businesses that cannot be persuaded to see youthan a threat.


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The Seven Keys

Know What You Do

Know What s In It for Them

Understand Your Buyer s Motivation

Match Your Brand to Your Buyer s Motivat

Locate Your Target Market

Go to your Target Market

See Who Else Occupies That Space


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Questions?

logical marketing - melissa forziat events

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