Lect 9 Flashcards
citizenM Hotels strategy-
○Targetting “mobile citizens” – a strong macro trend
○ Detailed segmentation led to good “niche” definition
○ Carefully studying the real needs of these “ideal customers”
○ Creatively innovated in the value proposition…
○ … and the building technology!
blue ocean
skip everything they dont care about and focuse more on what they want. they dont need a clerk at the desk but tehy want fast check in times
3 key pilar for marketing and sales for startup
- brand
- sales funnel
- content
- brand
The Brand is the
personality of your
business, the way it
conveys what the
business stands for.
It includes both image
and language.
- sales funnel
The Sales Funnel is the
process you need the
potential customer to
follow to become a
paying customer, and
hopefully a loyal one. It
results in a planned
Customer Journey.
- content
The content is the what
you populate your sales
funnel with to engage
both the potential and
paying customers, to
persuade them to
progress along the
Customer Journey.
Startup branding tool kit
- Name & logo
- Golden circle
- Vision, mission & values
- A founding story
- NAME & LOGO
the “face”
of your business, and the
first thing anyone interacts
with.
- GOLDEN CIRCLE
”Start with Why”: a great
tool to help you craft sales
and marketing messages.
(what(how(why)how)what)
most do out in but we should do in out
- VISION, MISSION & VALUES
The canvas for all the
actions and communication
you will carry out with all
stakeholders
- A FOUNDING STORY
The perfect start to any
persuading conversation:
creating empathy and
emotional connections,
answering the “why you, why
this” questions.
the vision statement describes
the desired future position of the company. It serves as a long-term goal, often inspirational and aspirational, that the organization aims to achieve.
Based on the “why”,write your vision about how you’ll work to achieve the better future.
The mission statement defines
the organization’s purpose and primary objectives.
It is more focused on the present and details what the organization does, whom it serves, and how it serves them.
Based on the “how”, write a mission statement that inspires your ideal customer to buy from you to achieve a desired better world/better life.
Values are the
core principles or standards of behavior
that guide the actions of the organization and its employees.
Based on the “what” and the vision & mission, write the key standards that will guide your business’s actions in the market (aim for 3).
The 5 Stages Of Your Customers’ Buying Journey
- AWARENESS
- INTEREST/ EDUCATION
- DECISION/ EVALUATION
- ACTION/ PURCHASE
- LOYALTY
AWARENESS
This is the most common entry point. Potential customers are not aware of your product/service or that you are the best solution. This stage is about brand awareness with blogs, social media posts and videos.
INTEREST/ EDUCATION
Potential customers are aware of your product/service and are actively looking for a solution. They follow you on social media and subscribe to your email list. This stage is about educating your audience with your website, blogs, newsleters, free downloads
DECISION/ EVALUATION
they want to make a decision and need to assess if you are the best solution. They will carry out their own research. This stage is about reassuring them that you are the one they need with case studies, reviews, free trials
ACTION/ PURCHASE
The customer has made a decision to purchase your product or service and made payment.
LOYALTY
This stage is often forgotten as you already have the sale. This stage is about brand loyalty and creating raving fans that will promote your business and become repeat customers. Keep existing customers happy with loyalty bonuses, 1st class customer service, tutorials, social media communities.
“CUSTOMER JOURNEY” FOR AN IMPACT PROJECT
- They don’t know the problem nor the project
- They know the problem but not the project
- They know the problem & the project
- Active members
The sales funnel primarily focuses on
the conversion process: how a business can turn potential leads into paying customers. It is a linear model that describes the stages through which a customer passes, from initial awareness to the final purchase decision
Sales Funnel vs Customer Journey
They are both models used to understand and optimize the process of converting prospects into customers and beyond, BUT They differ in their focus, perspective, and metrics.
