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Why Marketing is like Fishing
The more you know about your market
the easier it is to make the catch.
This presentation is the property of Tackle Box Marketing Communications and cannot be used, shown, or reproduced without the permission of the author 4.14.2017
Why Marketing is like Fishing
Profile your prospects and customers:
-Not all fish are alike
-You have to know what kind of fish you’re fishing for
-Where they swim, who is your competition
and what lures will work
Why Marketing is like Fishing
Profile your prospects and customers:
-Categorize them… CEO’s of companies, Rock Bands, Purchasing
Agents, Doctors, what kind of Doctors?
-What makes them tick, what makes them respond?
-Where do they get information?
Why Marketing is like Fishing
Profile your prospects and customers:
-Demographic/Socioeconomic Segmentation…gender, age, income,
occupation, education, household size, stage in family life cycle
-Psychographic Segmentation…similar attitudes, values, lifestyles
-Behavioral Segmentation…degree of loyalty, emotional purchase,
planned purchase
Why Marketing is like Fishing
Why Marketing is like Fishing
Target your Marketing and Focus:
-Define and chart commonalities…demographics,
characteristics wants and needs
-Create a data-based profile
-Plan your marketing communications strategy
Why Marketing is like Fishing
What’s your unique selling proposition:
-Who are your competitors
-Why should customers bite …price, service, brand, added value,
perception, new, improved
-What markets do your prospects and customers sell to or service
-How can you help them with their fishing
Why Marketing is like Fishing
Finding the right vehicles to communicate your values:
-A Website, Email, Direct Mail, Print and or Electronic Advertising, PR,
Seminars, Trade Shows, Highway Signs, Networking, Sandwich Boards,
Social Media, Radio, TV….
- Your profiles, demographics and the media’s audience will help decide
which combinations of vehicles will be most efficient
-Research what media your competition is using
Why Marketing is like Fishing
Creating lures and hot buttons:
-You’ve focused on who your prospects are, where they are, how to
reach them and your USP…
-Now you need to set objectives and goals for your communications
program...what is its job, expectations
-Branding, selling, meeting, new products, awareness, recruiting
Why Marketing is like Fishing
Creating lures and hot buttons:
-Communicating your USP
-Sales messaging
-Expressing it with Visual Verbal communications
-Creating stickiness -Responsiveness
Why Marketing is like Fishing
Write a plan, map out the trip:
-You've done your homework and have an idea of where your
prospects are and figured out the best route to get there, and you’ve
established some creative ideas, now…
- Set objectives, goals, a budget, and research what kind of support you
need to help make the trip successful
Why Marketing is like Fishing
Make the catch:
-Delete meaningless responses, follow up on hot leads immediately,
keep interested prospects and customers in a data base, and
communicate with them frequently (keep feeding them bait)
Why Marketing is like Fishing
Plan a new trip:
-Use your experience and analytics to improve
your marketing strategy, refresh your bait,
smooth out the rough waters and fish again
Why Marketing is like Fishing
Marketing tools change, the principles remain the same:
-Profile your existing customers and prospects
-Find the right vehicles to take you to them
-Define your value proposition –Develop focused messaging
-Write a plan with objectives and goals
-Keep in touch…Keep track
Tackle Box Marketing Communications
Marketing Communications Consulting, Website,
branding and business development. For emerging
and mid-market companies who are ready to take
their business to the next level.
This presentation is the property of Tackle Box Marketing Communications and cannot be used, shown, or reproduced without the permission of the author 4.14.2017
www.TackleBoxMarketing.com 2532 N. Mount Juliet Rd. Mount Juliet TN 37122 / 615.754.0911