AMA Austin - Sol Marketing Deb Gabor Ideal Customer Archetype

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Information about AMA Austin - Sol Marketing Deb Gabor Ideal Customer Archetype

Published on January 21, 2016

Author: DebGabor


1. © SOL MARKETING | 1 YOUR IDEAL CUSTOMER ARCHETYPE January 21, 2016 Tweet the event! #IdealCustomer #BrandingIsSex @Sol_Marketing @Deb_Sol @AustinAMA Drop your business card in the basket to enter to win a free brand coaching session!

2. © SOL MARKETING | 2 AGENDA •  Branding basics •  Three existential questions •  Who is your brand for? •  How do you create an ideal customer archetype?

3. © SOL MARKETING | 3 Brand or be branded.

4. © SOL MARKETING | 4 What is a brand?

5. © SOL MARKETING | 5 The collective emotional response to your product or service

6. © SOL MARKETING | 6 Expectations

7. © SOL MARKETING | 7 Memories

8. © SOL MARKETING | 8 Stories

9. © SOL MARKETING | 9 A relationship

10. © SOL MARKETING | 10 Differentiation that’s meaningful to customers

11. © SOL MARKETING | 11 An intangible asset

12. © SOL MARKETING | 12 A financial asset

13. © SOL MARKETING | 13


15. © SOL MARKETING | 15 Functional Benefits and Attributes Emotional Benefits Self-expressive benefits, beliefs and values addressed Hardest to deliver Hardest to imitate Most differentiating and defining Longest shelf-life Key element of emotional brand BRAND VALUE PYRAMID

16. © SOL MARKETING | 16 THE TOP OF YOUR BRAND PYRAMID THE THREE EXISTENTIAL QUESTIONS What does it say about a person that use/drive/eat/ drink/wear your brand? What is the SINGULAR thing a person gets from your brand she/he can’t get anywhere else? How do you make your customer the hero in her/his own story?

17. © SOL MARKETING | 17 THE LURE OF SEGMENT MARKETING 1:1 and personalization are not trends; they are mandates How do you protect your brand with all these individualized interactions?

18. © SOL MARKETING | 18 WHO IS YOUR BRAND FOR? YOUR IDEAL CUSTOMER Who is the archetypal person who is MOST highly predictive of your brand’s success?

19. © SOL MARKETING | 19 THE IDEAL CUSTOMER ARCHETYPE •  What do they LOOK like? •  What is their day like? •  What keeps them up at night? What are they afraid of? •  What are their goals? •  What are their challenges? •  What do they care most about in life?

20. © SOL MARKETING | 20 DIAL IT IN •  What makes them feel good? •  What makes them feel SEXY? •  What makes them feel bad? •  How do they measure success? •  What role does our brand play in creating that success for them? •  What’s the story of their life, and how do we make them the hero?

21. © SOL MARKETING | 21 ASSESS THEIR PERSONALITY •  What personality traits do they have? •  Where do they like to go on vacation? •  What do they wear? •  What car do they drive? •  Where do they hang out? •  What do they aspire to be? •  How do they spend their time? •  What movie character do they wish they could be?

22. © SOL MARKETING | 22 EXERCISE #1 LET’S PRACTICE: IDEAL CUSTOMER ARCHETYPE •  Who is the ideal customer? Draw a picture, write a song, or tell a story! •  Work together in groups of 3-4 people. •  You have 6 minutes. You will work on one brand: •  Whole Foods •  Trader Joe’s •  H-E-B •  Costco •  Sustainable Food Center Farmer's Market

23. © SOL MARKETING | 23 EXERCISE #2 YOUR BRAND’S IDEAL CUSTOMER ARCHETYPE •  Who is YOUR brand’s ideal customer? •  Draw a picture, answer the questions, write a song, or tell a story! •  You have 6 minutes.

24. © SOL MARKETING | 24 LET’S START SOMETHING 512.445.4807 @Sol_Marketing SolMarketingConcepts These slides and more will be posted at Let’s draw the winner for the free brand coaching session!

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