SWOT-Profil How does your brand compare to the rest of the market?
Vertriebsplan
Preis- und Positionierungsstrategie
Angebote & Anreize
Erhöhung der Einnahmen List the tactics used to increase revenue on each sale, or over the life of the customer relationship.
Kundenbindung How do you keep your customers coming back?
Traditionelle Marketingmaterialien
Promotions & Programme List all the ways you promote your brand. Include any programs offered by channel partners, vendors, or
distributors.
Content-Marketing • Case Studies
• Customer Testimonials
• Newsletters
• Webinars
• Press Releases
• Published Articles
• Speaking Opportunities
• Public Relations
Digitales Marketing/Social Media
Recherche
Demografisches Profil der Kunden • Gender
• Age
• Generation (e.g., Baby Boomers, Generation X)
• Income
• Marital Status
• Household Size
• Location
• Occupation/Employment Status
• Industry (if B2B)
• Education
• Nationality/Ethnicity
• Language
• Religion
• Organizational Memberships
• Other key demographics?
Psychographisches Profil der Kunden What things do they care strongly about?
What do they do for fun?
What TV shows or movies do they watch?
Are there things that just don’t interest them at all?
Differenzierung What are the ways your brand stands out from the competition?
What stories are uniquely yours?
Schlüsselwerte List any and all values and/or benefits that your products and/or services bring to your customers.
Kundenrückmeldung How will customers feel after consuming your product or service?
Kundenwahrnehmung How would you like customers to think about your business?
Example: as being a trusted company, as being the most affordable choice, etc.
Examples: WalMart has low prices; Mercedes means luxury; Apple is cool
Markenattribute Different from what your product brings to your customer, this section is describing what your customer experiences through using your brand. Breifly summarize these key attributes of your product/service through the eyes of your customer.
Stärken
Schwächen
Möglichkeiten
Bedrohungen
Direkte Vertriebsmethoden Products are distributed to customers via retail location(s), online sales, direct mail, etc.
Indirekte Verteilungsmethoden Products are distributed to customers via distributors, other retailers, partners, etc.
Keyword/SEO-Strategie • Content
• Links
• Site Structure
Formular Generally describe the style of your product/service (smooth, modern, sexy)
Funktion Describe how your product/service works for your client.
(fast, convenient, secure)
Vorteile How does your product add to your customer’s experience?
(new opportunity, on my side, empowering)
Gefühle After using your product, how does your customer feel?
(safe, confident, I’m an insider)
Werte What does your product represent to your customer?
(smart shopper, quality experience, easy to use)
Metaphern Challenges, life events, lessons, aspirations connected to your product/service. (building a comfortable nest, providing a haven for family, connecting to family more)
Erweiterungen Describe unexpected or illogical feelings your product/service inspires. (because I feel safe I can take more risks, because this is cool looking, it is fun to use)