Marketing is as easy as P.I.E.

Business coaches will tell you that 80% of marketing is ineffective. But it doesn’t have to be.  Effective marketing is really as easy as P.I.E.

So what exactly is P.I.E.?  Well, it’s not the apple pie pictured here, though that does make us want to dash out to the  store…

The P.I.E. we’re referring to is the target audience that you plan to use as the focus of your marketing efforts.

Here’s the recipe for Marketing P.I.E. success:

P – Purchaser
This is the person who ultimately pulls out his/her wallet and pays for your product or service. It doesn’t matter if the transaction takes place in person or online.

I – Influencer
This is who or what at influences the Purchaser to open his/her wallet and make the commitment to purchase your product or service.

E – End User
This is the person (or animal or thing) that is the end user or actual recipient of your product or service.

Here are some examples of Marketing P.I.E.

Barkley eats the dog food your company makes.
Sarah, his cute “sister,” sees the ads that tell her which dog food will make her puppy happiest.
Mom makes the ultimate purchasing decision.

Grandma is the end user of your organization’s Senior Services.
Her medical team has several suggestions as to what should be done.
Her son will make the ultimate decision because he is paying for the service.

Anne wants to wear the latest trends.
Anne’s friends tell her what they think is trendy.
Anne’s dad makes the ultimate purchase when he hands over his credit card.

Organizations can have several different P.I.E.s for any product or service and each Marketing P.I.E. scenario requires a different marketing strategy that might benefit from a different social network or media outlet. In the Senior Services example, the marketing message to the Purchaser son could be focused on empathy and compassion for the End user, his mom, while the marketing message to the Influencer medical team could focus on the latest medical technologies or the highest insurance payout rates.

Spend a few minutes determining your organization’s Marketing P.I.E.  You’ll find your marketing success really is as easy as P.I.E.

Reciprocate LLC has helped numerous organizations determine their Marketing P.I.E. Contact us today at info(at)ReciprocateLLC.com to schedule your Marketing P.I.E. consultation. It’s as easy as pie.

 

Marketing Tip #22 | WIIFM – The Key to Marketing Success

WIIFM: The key to marketing success

Before you begin any marketing efforts, you must answer one question:  “Who is this marketing message aimed at?”

Promoting an event, product, or service takes on a different slant depending on the intended audience.

For example, if you are promoting an after-school dance class to parents, you might emphasize the experience and background of your dance instructors and the techniques taught. If you were targeting the marketing message directly to the potential students, you would emphasize the fun environment and the opportunities for recitals with fancy dance outfits.

Both are good marketing messages. But, they are very different messages because the intended audiences are interested in different things.

Emphasizing features and benefits that aren’t important to your target audience will result in a “why should I care?” or negative response. Emphasizing features and benefits that are important to your target audience will create a more engaging message that will result in more positive results.

When creating a marketing message, focus on WIIFM — What’s In It For Me?

Put yourself in your target audiences’ shoes. What’s important to them? Now use that insight to write a marketing message that will resound with your intended audience.

WIIFM —  the key to marketing success

 Want help? We’ve helped numerous organizations determine their markets’ WIIFM. We can help you, too.

Shoot us an email or give us a call at 850-320-6792.

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Marketing Tip #21 | 3 Keys to Inbound Marketing

Get customers to come to you

Easy as 1-2-3

Three steps to inbound marketing

1.   Get found — online

  • Use your website
  • Have a strategy for sharing on social media and email marketing

2.   Convert

  • Capture leads from website
  • Convert visitors to buyers
    — Be easy to contact

3.   Analyze

  • Measure website traffic
    — Use Google Analytics
  • Track website leads — bit.ly
  • Track customers
    — Follow up
Easy as 1-2-3! Questions? Want help?  Shoot us an email or give us a call at 850-320-6792.

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The Online Mom Influence

Do you know what Moms do online?

They engage — actively — with other moms and organizations that are active on social media networks, especially Facebook. If moms are in your target market or if moms are influencers of your target market, take note.

According to a recent Infographic posted by Nielsen,

  • 50% of all moms actively participate in social media networks via mobile devices
  • 75% of American moms visited Facebook in March 2012
  • Moms are 38% more likely to become a fan or follow a brand online
  • 5 million moms have visit Pinterest — more than a third of the site’s visitors in March
  • The top 3 social networks among moms:
    1. Facebook………………72.5%
    2. Blogger…………………24.3%
    3. Twitter…………………10.8%
Here’s a quick summary of social moms from Nielsen:
Are you taking advantage of online marketing to reach moms in your target audience?

Who is Generation C? And why you need to care

Who is Generation C?

Research powerhouse Nielsen released a new study on Feb. 23, 2012 identifying power users of mobile devices. As many have guessed, this group are Americans aged 18-34. Neilsen has dubbed this new group, Generation C.

While 18-34 year olds make up just 23% of the U.S. population, they own 33% of the tablets and account for 39% of the smartphone usage.

According to Neilsen, Generation C takes their personal connections to new levels with devices and experiences unmatched by any other age group. Small business owners who wish to reach members of Generation C need to understand how this group interactions with technology, with businesses, and with each other.

Here are several other interesting graphs and charts from recent Neilsen studies:

Why you need to care

Understanding and addressing the communication habits of customers and potential customers as well as potential influencers such as the newly-dubbed Generation C will provide organizations with an important advantage in today’s competitive marketplace. Knowing and addressing “how” customers want to interact with your organization will provide valuable insight resulting in increased engagement ultimately leading to business growth and profitability.