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Hitting the Sweet Spot You already know more than you think Ch.2,…
Hitting the Sweet Spot
You already know more than you think Ch.2
Every sale is an individual one!!!
a sale always fills a need or want you have
Professor Robinson explaining how nike shoes make you feel athletic in comms 230
What did you buy last?
I bought chia seeds to keep my mind healthy with omega 3's
the five P's of marketing (according to Don shultz)
Product, Price, Place (distribution) and Promotion
PERSONALIZATION
our success really comes down to bringing solutions to the consumers personally
We must know....
Who our customers or prospects really are
How they look at life
Getting to Know all about you
What would you tell somebody about who you are?
I would tell them about the things that have most shaped the person I am, soccer, track, family, friends, enjoyable memories.
I value creativity, bravery and open heartedness
I love beauty and to surround myself with it.My deep personal relationships bring me the most joy because I love to love people. I am flexible and enjoy the thrill of dropping everything to do something
Put statistics aside for a minute, and focus on what really makes people who they are
These things we say about ourselves don't have to do with demographics or purchasing habits
Hi my name is mary. I am 18-49 years old heavy cream cheese user. I am a brand switcher. I'm loyal to ragu for laundry detergent. NO this takes the human out of it
let's describe our target market in a human way
We oversimplify the consumer
Thinking like a regular person
Think from their point of view
if you struggle with this, think of yourself.
"On our own individual path in life, you look at the world from the vantage point that path gives you. You think about what's important to you- your job, your house, your kids, your hopes and dreams, your problems and opportunities. None of us thinks very much about anything that isn't relevant or interesting to us-at least not for very long. "
remember the consumer has a lot to do other than sit around and wait for our product
develop the right point of view
Learn to see the world through the customer's eyes
How to look a the world like a normal person, exercises
What's on your mind today? What are you thinking about? write 5 things
I'm thinking about getting my packing done, doing well in school this semester and getting my homework done, and how stressed I've been lately. I keep running through all I need to do.
people think things like : I need to lose 10 pounds, I wish my kids listened to me, I'd better get some exercise today
I, I, I
Marketer's say: we need to increase sales of this car..
Am I defining my customers the way they think about themselves?
Am I looking at life from their point of view?
Am I thinking about ways to bring my products and services to them, rather than expecting them to come to me?
Consumer insight + brand insight= Sweet spot
People aren't interested in you. They're interested in themselves - Dale Carnegie
