Сильные и слабые стороны How does your brand compare to the rest of the market?
План распределения
Стратегия ценообразования и позиционирования
Предложения, стимулы
Увеличение охвата List the tactics used to increase revenue on each sale, or over the life of the customer relationship.
Удержание клиентов How do you keep your customers coming back?
Традиционные маркетинговые материалы
Продвижение, программы List all the ways you promote your brand. Include any programs offered by channel partners, vendors, or
distributors.
Контент маркетинг • Case Studies
• Customer Testimonials
• Newsletters
• Webinars
• Press Releases
• Published Articles
• Speaking Opportunities
• Public Relations
Интернет-маркетинг/соцсети
Исследование
Демографический профиль аудитории • 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?
Психографический профиль аудитории 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?
Отличия What are the ways your brand stands out from the competition?
What stories are uniquely yours?
Ключевые потребности List any and all values and/or benefits that your products and/or services bring to your customers.
Реакция на потребности аудитории How will customers feel after consuming your product or service?
Понимание запросов аудитории 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
Составляющие бренда 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.
Сильные стороны
Слабые стороны
Возможности
Угрозы
Прямые методы распределения Products are distributed to customers via retail location(s), online sales, direct mail, etc.
Непрямые методы распределения Products are distributed to customers via distributors, other retailers, partners, etc.
Ключевые слова/SEO стратегия • Content
• Links
• Site Structure
Социальные сети • Facebook
• Twitter
• YouTube
• LinkedIn
Платная онлайн реклама • (PPC)
• (PPM)
• (PPA)
Форма Generally describe the style of your product/service (smooth, modern, sexy)
Назначение Describe how your product/service works for your client.
(fast, convenient, secure)
Выгоды How does your product add to your customer’s experience?
(new opportunity, on my side, empowering)
Эмоции After using your product, how does your customer feel?
(safe, confident, I’m an insider)
Ценности What does your product represent to your customer?
(smart shopper, quality experience, easy to use)
Язык Challenges, life events, lessons, aspirations connected to your product/service. (building a comfortable nest, providing a haven for family, connecting to family more)
Информационная работа 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)