WALLET PSYCHOLOGY CONSUMER BEHAVIOUR AND CLIENT FOCUSED TARGETING IF - PowerPoint PPT Presentation

WALLET PSYCHOLOGY CONSUMER BEHAVIOUR AND CLIENT FOCUSED TARGETING

IF YOU ARE GOING TO ADVERTISE AT ALL, MAKE SURE THAT IT IS NOT MONEY DOWN THE DRAIN, CHOOSE WISELY HOW YOU SPEND YOUR MONEY!

TRADITIONAL ADVERTISING TV Print Big budget bang Targeted to Lifestyle Tell lots of people Show people options to buy Show them what you’re selling High Engagement Tell them why to buy Trackable (cut-outs) Build a brand Information seekers Radio Online Lots of ads Wizz-Bang Background advertising ‘The Future’ Builds a brand Very Trackable Trusted medium Silent Salesperson 3

WHAT IS ADVERTISING? Look Sharp Business Cards Bad Publicity Good Service Referrals Web-A-Deal Reputation Treatment of Staff Container Sale Community standing Networking Local News History Apparel National News Philanthropy Proximity Billboards Friends Easy parking Signage Family Website Yellow Pages Knowledge Education Posters Trust Sponsorships Facebook Religion Rewards Pamphlets Values Building Appearance Opening Hours Time in Business Uniforms Easy to contact Great location Social Responsibility This is just the start … 4

WHO TO TARGET? Pick one person and describe them Sex? Homeowner? Education? Friends? Interests? Age? Car? Family type? Habits? Hobbies? Suburb? Religion? Vices? Influencers? Married? Work type? Values? Dreams? Income? Kids? 5

MY FRIEND TRACEY  Married Nearly 40 (Eeek!!) Lives in Napier, owns home, 1 rental  Dog, 2 kids (3 & 5) + one on the way  Field Sales Manager in Beverages  Husband is a Community Services Director  Spends time with Family at the beach  Saves to buy nice things  Husband loves all things Hunter Gatherer  Ok to decent disposable income  Target specifically Advertise effectively 6

HOW CAN YOU USE THIS?  What Does ‘Tracey’ want from these businesses? How does she want them to talk to  her? What can make them stand out  from the other options? Is there a gap between what she  wants/expects from them, and what they can actually deliver? 7

HOW CAN YOU USE THIS? Let’s talk directly to Tracey Tracey, you work hard, you have all sorts of pressures on in your life. When is the last time that someone spoilt you? How about you spoil yourself – Zambesi is the place where you can spoil yourself Do you think that this would talk directly  to anyone else? One amazing piece from Zambesi In this room?  will make your everyday feel Someone you know?  special – you deserve it. 8

HOW CAN YOU USE THIS? Let’s talk directly to Tracey Tracey, you work hard, you have all sorts of pressures on in your life. The last thing you need is for an electrician to … be late … and leave a mess for you to clean up. Our team are on time – Guaranteed Do you think that this would talk directly  1 minute late, is too late! to anyone else? In this room?  And we bring our own vacuum Someone you know? cleaner  9

HOW CAN YOU USE THIS? Let’s talk directly to Tracey Tracey, you work hard, you have all sorts of pressures on in your life. Selling your property is not something we think about every day. We have an interior designer coming in to discuss what you can do to increase the potential value Do you think that this would talk directly  of your home. to anyone else? In this room?  We want you to get the best value Someone you know?  for your home possible – talk to us for advice today. 10

Meet Dave – Wheelie Love Bikes • Previously Pro Mountain Biker, so I know the right stuff to get, and have a great reputation for that. • Well known for supporting any MTB event in the area, I understand the customer more than others as, I am one. 11

WHO IS DAVE’S ONE PERSON? • Think of his business as yours – Who is your person – How do they behave – What are they looking for – What are their triggers – What is most important for them – How do you make their day easier – Why should they choose you – What value are you adding 12

WHAT IS MY MESSAGE? Pick one position and describe it Why do customers prefer your business? What is your Unique point of difference? Is it a real point of difference? 13

TO CHANGE OR NOT TO CHANGE? BE CONSISTENT BUILD A BRAND! 14

DOES YOUR OFFER HAVE VALUE? 15

CAN YOU DELIVER ON YOUR PROMISE? Keeping promises is admirable but not keeping them leaves me so much, much more spare time. 16

DOES YOUR ENTIRE TEAM AGREE? Are they engaged with what you have promise? 17

WHAT ACTION ARE YOU LOOKING FOR FROM THE PUBLIC?  Go to Website  Come to yard  Recommend a friend  Phone  Spend  Party  Talk  Front of mind  Awareness  Compassion  Trust  Respect  Buy-in  Turn up 18

HOW EASY ARE YOU TO BUY FROM? 19

SEO: SEARCH ENGINE OPTIMISATION What do people search for when they are looking for your products / services and are you adequately optimised? 20

DO PEOPLE GET WHAT THEY THOUGHT THEY WERE BUYING? Did you treat your client like you would want your Nana to be treated? 21

I DON’T NEED TO ADVERTISE! 22

ADVERTISING IT DOES NOT MAKE PEOPLE BUY IT MAKES YOU AN OPTION YOU STILL HAVE TO SELL THEM! 23

BECOMING A CHOICE Do these people know you exist? 24

WHY PEOPLE BUY Influencer Reason for Purchase Decider Options on What to Purchase Where to purchase From Buyer Actual purchase 25

WHY PEOPLE BUY Just because Basic Needs For Self Image others 26

Rob Lyver Business Development Manager p. 027 838 8939 e. r.lyver@theicehouse.co.nz w. www.theicehouse.co.nz