Online Marketing A SAVI* Workbook This Workbook Belongs to: *Simple, Actionable, Visual & Interactive The Skool 2012-13
My Customers Create 3-4 customer profiles for your online business. Start with the name, their stories, goals and needs. Picture Picture Picture Picture Name Type Bill Jones John Richardson CEO - Owner Demo 42 yrs Married, 2 kids $115,000 yr 60 Marrried 2 250,000 Story Goals Needs Has been at Disney products for 8 years. Manages 12 designers. To keep his job To get digital To get a promotion To train and grow his team Inspiration Digital strategy Design Management Speakers Peers for support Owns a healthcare company has never done any marketing Service more people online Stay in budget Not to mess up Like the people Education Someone he can trust Walk him through Clear ROI Measurable data 2
My Value to Them Move the Needs from page 2 to the Value row in this page. Rewrite the needs as actions. e.g.. Provide XYZ Need. Identify how and where you deliver your value. Picture Picture Picture Picture Name Bill Jones John Richardson Sue Carrie Type CEO - Owner Partner Law Firm Value Vibe Provide Inspiration Teach digital strategy Discuss Design Management Provide a peer support group Professional Simple Fun Authentic Creative Education Someone he can trust Walk him through Clear ROI Measurable data Professional Simple Quantifiable Authentic Humorous Vehicle At Events Email Blasts Blog Posts Facebook Twitter Peer Groups Conference Calls Webinars Personal Phone call Luncheon 3
Delivery System What activities do you need to conduct to deliver your value? What type of relationship do you need to create with your customer? Activities Value Relationship Customer Personal Phone call Luncheon Provide Inspiration Teach digital strategy Discuss Design Management Provide a peer support group In Meetings Meals Email Bill Jones Based on The Business Model Canvas for a more in depth example go to: http://www.businessmodelgeneration.com/canvas 4
Vehicles Describe in more detail what you will deliver to your customer across all of the online and offline vehicles in your delivery system. Name Bill Jones Cindy Garcia Richard Yang Sue Pedersen Entrepreneurial Designers In House Designer Design Student Value Provide Inspiration Teach digital strategy Discuss Design Management Provide a peer support group Social Media (Re)Tweet & Facebook articles on Digital, Design management and Inspiration Ask what they need often Write & repost articles on Digital, Design management and Inspiration Call out the customer in these Event Blog 5
Anatomy of the Message (Sample) Here is an example how you can consistently communicate the value that you provide to your customer. Create an email blast for an event or copy for your website using this template. Be creative. Have fun! Bill Jones Self Identify Is this for you Mr(s). customer? If you are a creative executive looking to Goal What customer says goals are stay current on all things social media, smart phone, tablet and all around digital Vibe, Value What the customer needs and in what style and looking for fun, inspiring, jargon free and information packed (Digital)... Vehicle Form in which to deliver value events, workshops and panels The Results What, When, Where How will the value impact the customer Details, date and time and location supported by map that will help you stay current, grow your team & impress the boss join us for Digital Trends a 4 person panel...(value) on Thursday, May 17th at 6:00 pm at The A+D Museum... (Map) Real Value Why the can t afford to miss this...a rare occasion 2 C 4 industry vets in the same room moderated by expert (Name) who will answer YOUR... Cost Only for this much! And less if you Join! Non Members $55 Members: $15 6
Anatomy of the Message Here is an example how you can consistently communicate the value that you provide to your customer. Create an email blast for an event or copy for your website using this template. Be creative. Have fun! Bill Jones Self Identify Goal Is this for you Mr(s). customer? What customer says goals are Vibe, Value What the customer needs and in what style Vehicle Form in which to deliver value The Results What, When, Where How will the value impact the customer Details, date and time and location supported by map Real Value Why the can t afford to miss this Cost Only for this much! And less if you Join! 7
TM Simplify Digital. Notes 8
TM Simplify Digital. Notes? 9