Transcript How will you tell your story?

7th National FBA Conference
Marketing is a joke!
David Hawkins
Managing Director
Socom
Overview
1. What’s your story
2. How will you tell it.
3. Questions
What’s your story?
Product/Service
Quality
100
Deep Freeze
Action
Attraction
Kiss of Death
Happy Zoo
0
Where is your business?
100
Customer Service
What’s your story?
Options
• Cheaper
• Better
• Different
• Surveys
• Focus groups
• Gut instinct
• Cuppa tea (or a glass of red)
with customers
• Copy your competitors
Be prepared to confront the honest truth
Telling your story.
A Job
Don’t expect one piece of
communication to get you the job
Resume
Letter
Application
Interview
Different stories for different products
Car
Low involvement decision
Purchase
Test drive
Visit Dealer
Brochure
Awareness
Advertisement
Need
High involvement decision
How will you tell
your story?
Need
Advertising
Public Relations
Letter box drops
Website
Awareness
Purchase
Advertising
Demonstrations
Direct marketing
Sampling
Rewards of customer loyalty
40,000
35,000
30,000
25,000
Company A
Company B
Company C
20,000
15,000
10,000
5,000
0
1
year
3
year
7
year
10
year
14
year
Keeping your customers interested
Most people think
they lose customers here
They lose them here
Infidelity curve
Fidelity curve
Energy/$
Time
Day to day
How will you tell your story?
Seminars
Support products
Free valuations
Need
Endorsement
Follow up calls
Additional information
Welcome pack
Public relations
Newsletters
Advertising
Public Relations
Letter box drops
Website
Awareness
Purchase
Advertising
Demonstrations
Direct marketing
Newsletters
Wheel of fortune
Need
External
Endorsement
Awareness
Internal
Purchase
Summary
Relationship = Value + Communication
The relationship that you have with your customers or clients will
only be as good as the value you offer (the content of the story)
and your ability to communicate this.
Increase R and you will increase turnover.
What is the family business point of
difference in marketing?
You don’t have one unless ….