Client Engagement & Discovery

1. Client Engagement & Discovery Part II

2. Due Today! • Chapter 4 reading response on your blog • Informal questions for client discovery process and informal audit of client communication channels

3. Today’s Session • Audience • Competition • Communication & Messaging

4. The Social Technographics profile { { { Most Influential Organizers The Majority • Creators • Conversationalists • Critics • Collectors • Joiners • Spectators • Inactives Requires more time and knowledge of tools

5. BUSINESS GOALS Research Marketing Sales Support Development SOCIAL OBJECTIVES Listening Talking Energizing Supporting Embracing SOCIAL STRATEGIES Monitoring Conversing Rallying Sustaining Nurturing

6. Identify the BUSINESS GOAL Define your SOCIAL MEDIA & PR STRATEGY Align your SOCIAL MEDIA OBJECTIVES Develop winnable campaigns to achieve each objective LISTENING TOOLS & TACTICS TALKING TOOLS & TACTICS ENERGIZING TOOLS & TACTICS SUPPORTING TOOLS & TACTICS EMBRACING TOOLS & TACTICS ANALYZE & ADAPT ANALYZE & ADAPT ANALYZE & ADAPT ANALYZE & ADAPT REPORT

7. Audiences • Personas • Demographics • Social Technographics

8. Audiences • How do we identify audiences? Where do we collect information? • Interview business • Interview customers • Use Market Research Tools • Use Social Media and other Tools to Listen • Polls and Surveys

9. Audiences • Ask Your Clients: • Who are your currently attracting? • Who would you like to attract?

11. Specimen Audiences • What we asked Ian: • Who is currently registering for your workshops? • Who values them the most? • What is their basic demographic? • How did they hear about you? • Who would you like to attract?

12. Specimen Audiences • Persona • Goes to local venues to listen to live music • They are musicians that care about music products • They are self-starters and doers that like to work with their hands • They are creative and inventive learners who want to be masters • They understand or have a desire to understand the science of sound • They have disposable income to seek training to improve their skills • Demographics • 25-34, 35-44 • Caucasian, Male, English speaking • Most likely not in school and looking for an alternative route • Gen X looking to master a skill and trade, Gen Y looking to explore new ways to be creative • High School Degree or Undergraduate Degree • $20k - $50k annually • A musician who wants to have a craft • A craftsman who wants to be more creative • A student looking to be a master

13. Specimen Audiences

14. Competitors • Ask Your Clients: • Who are your competitors? • How are you unique?

15. SpecimenCompetitors • Danche Guitars • Larson Brothers Guitar • Koentopp Guitars

16. SpecimenCompetitors Contemporary Music SPECIMEN GUITARS Experimental, varied and made for contemporary rock and jazz music Traditional Build Experimental Build LARSON GUITARS DANCHE GUITARS KOENTOPP GUITARS Classical Music

17. Specimen Competitors Strength: Specimen Guitars is very uniquely positioned The more unique your client is compared to the competition, the better positioned they are in the market. Threat: Competitors are more agile If your client doesn’t develop a plan of action to exploit their strengths and address their weaknesses, competitors can quickly overtake their market share. Weakness: Specimen has no communication strategy The inability to communicate to audiences how unique they are positions them poorly. Potential audiences will most likely overlook them. Opportunities: Musicians today are looking for more unique products If this audience can be engaged they can be educated about Specimen products and workshops and could increase sales and registration.

18. Communication Strategy • Business Mission, Values & Beliefs • Positioning Statement & Key Public Message • Support Points & Supporting Public Messages • Topics & Conversations

19. Communication Strategy • Business Mission, Values & Beliefs • The core intrinsic identity of the client’s business that sets the tone for the overall communication strategy and message development.

20. Communication Strategy • Business Mission, Values & Beliefs Example • Ask them to provide you with a their mission statement • Specimen Mission Statement • Since 1986 we have been creating custom instruments, amplifiers and horn speakers one at a time in our Chicago shop. Each Specimen is handmade using traditional techniques and innovative design. We also provide expert repair service and teach classes in guitar building, guitar setup and repair, and tube amp building.

21. Communication Strategy • Business Mission, Values & Beliefs Example • Ask your client what their values are • Specimen Values • Innovation • Experimentation • Customization • Simplicity • Craftsmanship • Aesthetics • Knowledge

22. Communication Strategy • Business Mission, Values & Beliefs Example • Ask them what their beliefs are • Specimen Beliefs • We believe in a minimalist approach with uncompromised structural fortitude • We believe in designing and handcrafting instruments that are unique and of high quality • We believe musical instruments can be works of art • We believe in creating custom guitars to suit every client’s individual needs and style

23. Communication Strategy • Positioning Statement & Key Public Message • The positioning statement I how your client is different from its competitors orhow the client intends to differently pursue its strategy from competitors. • It should be bold and provide a quick and strong impression on its audiences. • It should include the business goal, the target audience, the business approach and the value proposition or audience benefit

24. Communication Strategy • Positioning Statement & Key Public Message • Specimen (example, key message 1) • We are artists, inventors and musicians that create uniqueand custom instruments for some of the world’s top guitarists by following traditional techniques with an innovative design process, a minimalist approach with uncompromised structural fortitude, and experimentation in both aesthetics and function, so that our clients can posses a guitar that looks and sounds great, fits their needs and style, and ensures an identifiably unique presence when on stage performing. • Is this Statement even useable? • Ask your client how they want to be perceived…

25. Communication Strategy • Support Points & Supporting Public Messages • The supporting points or supporting public messages provides context and support to the key message. • Specimen • (example, supportive message 1) • We’ve made guitars for The White Stripes, Arcade Fire, Keanu Reeves and even Seth Godin! • (example, supportive message 2) • Learn how to craft beautiful works of art that you can use as an instrument through our electric guitar making class

26. Communication Strategy • Topics & Conversations • Topics and conversations are identifiable interactions where client key messages can be communicated, bridged or framed. • Specimen • Bands, clientele and touring • Guitar and other equipment • Music Videos • How-to repair guitars • Innvetions • Etc…

27. Exercise • Group together in pairs. • Each of you share your list of questions you will be using to interview your client. • Provide feedback for your partner. • Together, identify 10 solid key questions you should be asking your client to help you develop the following for your midterm project: • Overall Business • Audience • Competition • Communications • Share your results with the class

28. REVIEW OF Today’s Session • Audience • Competition • Communication & Messaging • Developing Questions

29. Assignment • Complete a formal questionnaire and online communications audit to help you prepare for engaging your client. • Engage with your Semester Client, schedule a time to interview them either in person or over the phone—collect information and insights and prepare to share them in class. • Due Today! • Chapter 4 reading response on your blog • Informal questions for client discovery process