SHOW NOTES:
How Your Retail Marketing Should Be Driving Sales…
Step #1
Uncover The New Value Your Company Creates.
You might be surprised
Not features and benefits, old school.
Situations.
Value feels like something specific
Around a problem define it.
Specific and innovative program of solutions that make problem go away
Step #2
Then, Creatively Differentiate That Value. HOW?
Look at you and competitors, sharks and cage match
Competitors are not passive or static
Take into account 4 Forces affecting you and competitors
Threat of new competitors esp non-traditional
Power of your customers
Power of your suppliers
Threat of substitues Electric for gas?
GO VERY DEEP?
Who do you want to challenge?
What do you BELIEVE. Your ideology?
Some other questions to consider:
What is my unique point of view toward customers and why we serve them?
Why do we do this?
Why does our company matter?
If we went out of business today, would people miss us?
How do we do what we do better?
What specifically do we do better?
Boil down to a statement: We are the only _________ that creates value to make ________ go away for ________________.
Marketing Magic happens focus and sacrifice
What you say vs. where and how.
Step #3
Tell Your Target.
Complete marketing and creative and media and digital plan
Implement
Engage
Step #4
Drive Sales.
Learn as you go, re apply
Marketing strategy is never static
Fun
Tim Lazor
www.conveniencemarketing.net
timlazor@comcast.net
412-423-0044