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CLIENT
ENGAGEMENT
& DISCOVERY
PART II
DUE TODAY!
Chapter 4 reading response on your blog
Informal questions for client discovery process and informal
audit of client communication channels
TODAY’S SESSION
Midterm Discovery
Audience
Competition
Communication & Messaging
THE SOCIAL TECHNOGRAPHICS PROFILE
Most Influential
Organizers
The Majority
{
1. Creators
{
3. Critics
{
5. Joiners
2. Conversationalists
4. Collectors
6. Spectators
7. Inactives
Requires more
time and
knowledge
of tools
BUSINESS GOALS
SOCIAL OBJECTIVES
SOCIAL STRATEGIES
Research
Listening
Monitoring
Marketing
Talking
Conversing
Sales
Energizing
Rallying
Support
Supporting
Sustaining
Development
Embracing
Nurturing
Identify the BUSINESS GOAL
Define your SOCIAL MEDIA & PR STRATEGY
Align your SOCIAL MEDIA OBJECTIVES
Develop winnable campaigns to achieve each objective
LISTENING
TOOLS & TACTICS
TALKING
TOOLS & TACTICS
ANALYZE & ADAPT
ENERGIZING
TOOLS & TACTICS
ANALYZE & ADAPT
SUPPORTING
TOOLS & TACTICS
ANALYZE & ADAPT
REPORT
EMBRACING
TOOLS & TACTICS
ANALYZE & ADAPT
DISCOVERY
QUESTIONS
What questions do you need to ask to gather information to
develop an analysis and provide the right recommendations?
?
?
The Business
?
?
DISCOVERY
QUESTIONS: FORCES
Internal
Audience
Needs and problems
Mission and goals
Products & services
Operations & governance
Uniqueness and position
People currently being engaged
People they need to engage
Perceptions and brand
External
Communication
Industry
Competition
Channels
Messages
AUDIENCES
Personas
Demographics
Social Technographics
AUDIENCES
How do we identify audiences? Where do we collect
information?
Interview business: Engagement with owners, managers and staff
Interview customers: Find customers or target audiences
Use Market Research Tools
Use Social Media and other Tools to Listen
Polls and Surveys
AUDIENCES
Ask Your Clients:
Who are your currently
attracting?
Who would you like to attract?
SPECIMEN
AUDIENCES
What we asked Ian:
Who is currently registering for
your workshops?
Who values them the most?
What is their basic demographic?
How did they hear about you?
Who would you like to attract?
SPECIMEN
AUDIENCES
Persona
• Goes to local venues to listen to
live music
• They are musicians that care
about music products
• They are self-starters and doers
that like to work with their hands
• They are creative and inventive
learners who want to be masters
• They understand or have a
desire to understand the science
of sound
• They have disposable income to
seek training to improve their
skills
Demographics
• 25-34, 35-44
• Caucasian, Male, English speaking
• Most likely not in school and looking
for an alternative route
• Gen X looking to master a skill and
trade, Gen Y looking to explore new
ways to be creative
• High School Degree or
Undergraduate Degree
• $20k - $50k annually
• A musician who wants to have a
craft
• A craftsman who wants to be more
creative
• A student looking to be a master
SPECIMEN
AUDIENCES
COMPETITORS
Ask Your Clients:
Who are your competitors?
How are you unique?
SPECIMEN
COMPETITORS
Danche Guitars: More tradition
al music but some
experimentation with builds
SPECIMEN
COMPETITORS
Larson Brothers Guitar: Very
traditional musically and with
builds. Provide minimal high
style experimentation
SPECIMEN
COMPETITORS
Koentopp Guitars:
Very Traditional guitars
for tradition music, high
styling and focused
more on traditional
aesthetics and form.
Specimen
Danche
Larson
Koentopp
SPECIMEN
COMPETITORS
Contemporary Music
SPECIMEN GUITARS
Experimental, varied and made for
contemporary rock and jazz music
Traditional Build
Experimental Build
LARSON GUITARS
DANCHE GUITARS
KOENTOPP GUITARS
Classical Music
COMMUNICATION
STRATEGY
Business Mission, Values & Beliefs
Positioning Statement & Key Public Message
Support Points & Supporting Public Messages
Topics & Conversations
COMMUNICATION
STRATEGY
Business Mission, Values & Beliefs
The core intrinsic identity of the client’s business that sets the tone for the
overall communication strategy and message development.
COMMUNICATION
STRATEGY
Business Mission, Values & Beliefs Example
Ask them to provide you with their mission statement
Specimen Mission Statement
Since 1986 we have been creating custom instruments, amplifiers and
horn speakers one at a time in our Chicago shop. Each Specimen is
handmade using traditional techniques and innovative design. We also
provide expert repair service and teach classes in guitar building, guitar
setup and repair, and tube amp building.
COMMUNICATION
STRATEGY
Business Mission, Values & Beliefs Example
Ask your client what their values are
Specimen Values
Innovation
Experimentation
Customization
Simplicity
Craftsmanship
Aesthetics
Knowledge
COMMUNICATION
STRATEGY
Business Mission, Values & Beliefs Example
Ask them what their beliefs are
Specimen Beliefs
We believe in a minimalist approach with uncompromised structural
fortitude
We believe in designing and handcrafting instruments that are unique
and of high quality
We believe musical instruments can be works of art
We believe in creating custom guitars to suit every client’s individual
needs and style
COMMUNICATION
STRATEGY
Positioning Statement & Key Public Message
The positioning statement should define how your client is different from
its competitors or how the client intends to differently pursue its strategy
from competitors.
It should be bold and provide a quick and strong impression on its
audiences.
It should include the business goal, the target audience, the business
approach and the value proposition or audience benefit
COMMUNICATION
STRATEGY
Positioning Statements & Key Public Messages
Specimen (example, key message 1)
Ask your client how they want to be perceived…
Specimen creates high-quality and unique musical
instruments that are beautiful works of art.
Specimen offers guitar making workshops that
teach innovative design & build approaches for
artists, musicians and inventors alike
COMMUNICATION
STRATEGY
Support Points & Supporting Public Messages
The supporting points or supporting public messages provides context
and support to the key message.
Specimen
(example, supportive message 1)
We’ve made guitars for The White Stripes, Arcade Fire, Keanu Reeves
and even Seth Godin!
(example, supportive message 2)
Learn how to craft beautiful works of art that you can use as an
instrument through our electric guitar making class
COMMUNICATION
STRATEGY
Topics & Conversations
Topics and conversations are identifiable interactions where client key
messages can be communicated, bridged or framed.
Specimen
Bands, clientele and touring
Guitar and other equipment
Music Videos
How-to repair guitars
Inventions
Etc…
EXERCISE
• Group together in pairs.
• Each of you share your list of questions you will be using
to interview your client.
• Provide feedback for your partner.
• Together, identify 10 solid key questions you should be
asking your client to help you develop the following for
your midterm project:
• Overall Business
• Audience
• Competition
• Communications
• Share your results with the class
REVIEW OF TODAY’S
SESSION
Audience
Competition
Communication & Messaging
Developing Questions
ASSIGNMENT
Complete a formal questionnaire and online communications
audit to help you prepare for engaging your client.
Engage with your Semester Client, schedule a time to interview
them either in person or over the phone—collect information
and insights and prepare to share them in class.
Due Today!
Chapter 4 reading response on your blog
Informal questions for client discovery process
Turn in your Agreement Forms