Getting your message across

1. Getting your message across Friday 4th November Andrew Newbound

2. Introduction • Welcome • Andrew Newbound • Childrens Author • Demon Strike • I Spy • Childrens History of Yorkshire • Literacy Champion – Word Wizard • Schools, libraries, festivals, writing groups

3. 1998 - 2011 • Advertising Copywriter • Award Winning • Big UK agencies/major clients • Bupa • HBOS, Yorkshire Bank, HSBC • Centreparcs, EuroCamp, Disney • Shearings, Leger Travel • Co-op • ASDA, Tesco

4. From our store to your door

5. Today’s session • PART ONE • Marketing • Understanding • Interrogation • F.A.Bs • Messaging • 3 step process

6. PART TWO • Workshops • Know your customer (Pen Portrait) • Know your product (F.A.B) • Create your proposition (Targeted Messaging)

7. Facts & Figures • 3,000 marketing messages per day • 1 million per year • 2010 = £16.6 billion (UK) • TV, Radio, Press, Buses, websites, emails, post • Sunday’s X-Factor – 50 adverts

8. What is marketing?

9. Advertising? • Selling? • Promotion? • Communication!

10. What is good marketing? • Relevant • Appropriate • Informative • Invited • Targeted • Personal

11. What is bad marketing? • Intrusive • Forced • Rude • In-your-face • Unwanted • Disconnected

12. Good marketing?

13. Bad marketing?

14. How do we create good marketing?

15. Know your customer • Know your product • Communicate clearly

16. Apple

17. F.A.B • Features • Advantages • Benefits

18. Features • Fresh • Tasty • 1 of your 5 per day • Small • Snackable • Cheap • Round • Red, green & yellow

19. Advantages • Healthy • Versatile • Yummy • Affordable • Aerodynamic • Colourful choice

20. Benefits • Mum’s size 8 jeans • Quiet kids • Dad’s wallet • Self defence • Granddad’s favourite dessert

21. Benefits make it personal • Different things to different people • Find the right benefit… • Know your customer

22. W.I.I.F.M?

23. 3 STEP PROCESS

24. STEP 1 Knowing your customer

25. Knowledge • Who is she? • What does she look like? • Where does she live? • How does she act? • What does she need? • What are her challenges? • What solutions can you offer? • How can you reach her?

26. Why do we need to know this?

27. ASDA v Waitrose

28. ASDA ASDA Shopper Cheap Family Bargains Working class 2-4-1s Tight budget Busy Blue collar Popular Vauxhall Astra Friendly Big dog – mongrel Mass market Butlins/Pontins Terrace House

29. Waitrose Waitrose Shopper Quality Professional Expensive Singles/couples Exclusive Private Education Good Taste High earners Posh BMW Up market Detached property Pedigree dog Villa holiday

30. ASDA Apple Cheap & healthy snack for the kids’ lunchbox

31. Waitrose Apple Vital ingredient for your healthy breakfast smoothie

32. STEP 2 Know your product

33. Interrogate your product/service • Find your F.A.Bs • Identify what’s relevant • Discard what isn’t • Solve your customer’s problem • Use your Benefits • Communicate that solution • Relevant marketing

34. For people who… • We offer… • So they can…

35. ASDA example For people who are on a tight budget but still want to feed their children healthy food, we offer a cheap nutritional snack so they can fill their kids’ lunchboxes with food that’s good for them

36. Waitrose example For people who like the very best food we offer a range of tasty apples picked fresh from the tree, so they can start each day with a tasty, healthy smoothie.

37. Create your headline

38. Create your headline

39. Can you add value? BE CREATIVE BE INNOVATIVE BE UNIQUE

40. Can you add value? • Anything FREE or unique • Author/illustrator visits • Expert talks • Curriculum days • Areas of expertise • Book knowledge • Subject expertise • Valued services • School visits • Days out • Reading groups • Writing groups • Create something • Competitions & Treasure Hunts • Clubs • Networks • Book launches/Games premieres

41. STEP 3 Tailor your message

42. Language • Tone • You are cordially invited to meet our language expert • Come and see the amazing Word Wizard • Words • Roman v Anglo Saxon • Affirmative or Yes? • Communicate or Talk • Gesticulate or Point

43. Images Do you need them?

44. Appearance • Headlines • Big or small • Long or short • Body copy • Bullet points • Exciting • Call to action • Tell them what to do • Confidence • Clarity

45. Media • Push • Pull • Interactive • Two way • Give & receive • Responsive • Converation/Relationship

46. Media • Poster • Leaflet • Screen-saver • Subtle message • Email • Create a database • Regular contact • Pass on info they value • Invite contributions – make it theirs • Mailer • All the above • Verbal • Passion & immediate • Social networking • Facebook, Twitter, YouTube • Websites, blogs • Exciting & Fun & FREE!!

47. Offers • Most powerful word – FREE • People love FREEBIES • FREE access • FREE newsletters • FREE events • FREE premieres • People love rewards • Loyalty schemes • RAF • Exclusives • Competitions • Clubs

48. Feedback • Ask customers what they thought • Feel important & valued • Learn for next time • Repeat good, discard bad • Collect Testimonials • People respond to people • Promote Champions • Something to aspire to • Share Good News • Promote a positive environment • Celebrate Success • Generate a ‘buzz’

49. Recap • STEP 1 – Know your customer • STEP 2 – Know your product • STEP 3 – Tailor your message

50. BE CREATIVEBE INNOVATIVEBE UNIQUEBE CONFIDENT