10. Why Should Your Tribe Trust You?
Differentiating Promise: Outdoor quality that lasts!
Reason to Believe: 100% satisfaction guarantee
|10
11. The Positioning Statement
“The Most Important Marketing Decision You Will Make”
To __________________, _______________
Primary target Audience Brand Name
is the_________________________,
Frame of Reference (Category)
that _________________________________
Unique and Defendable Point of Difference
|11
12. Building Your Brand DNA
To __________________, _______________
Primary target Audience Brand Name
is the_________________________,
Frame of Reference (Category)
that _________________________________
Unique and Defendable Point of Difference
affluent car buyers Volvo®
automobile
keeps you and your family safe
|
14. 1. It’s not about health, safety, or the
environment.
2. Taste and flavor is everything to coffee
drinkers. It’s about them.
3. Organic = Taking the time to do it right.
We Talked to Customers
|14
“Coffee with character takes time.”
22. So Now It’s Time to Build the Plan
• Market Overview
• SWOT Analysis
• Target Audience and Key Insights
• Strategic Objectives
• Core Marketing Strategies
– Awareness
– Distribution
– Promotion
– Pricing
– Influence
– Social Content
• Tactical Plans, Timelines, and Budgets
|22
23. You’re Just Getting Started!
Remember…
It has to be in here
A Word to the Wise
|23