The importance of property in marketing FDI Farannan Tannam.
A Face In The Crowd · A Face In The Crowd Author: Gerard Tannam Created Date: 3/1/2017 1:32:25 PM...
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Transcript of A Face In The Crowd · A Face In The Crowd Author: Gerard Tannam Created Date: 3/1/2017 1:32:25 PM...
A Face In The Crowd
SFA Business Bytes, Galway 22nd February, 2017
Part 1. How A Brand Works
In Our Experience…
Success in business
is down to our ability to influence choice.
Purpose Of A Brand?
To make you
the natural choice of your customers.
Purpose Of A Brand?
To help customers
choose what’s just right for them.
How Does A Brand Work?
“A brand influences choice
by standing for the relationship
between the buyer and the seller.”
Islandbridge, 2004
Part 2. Your Best Customer
Who Is Your Best Customer?
Your Best Customer is one who:
Needs,
Wants
& Values what you have to offer
& is Willing to buy
& Able to pay for it.
Best Customer Assessment Tool
(c)IslandbridgeBrandDevelopment(2015)
Current Or Target CustomerNeeds (1 - 5)
Wants (1 - 5)
Values (1 - 5)
Willing (1 - 5)
Able (1 - 5)
Score (20+)
Comment
Best Customer Assessment Tool
(c)IslandbridgeBrandDevelopment(2015)
Current Or Target CustomerNeeds (1 - 5)
Wants (1 - 5)
Values (1 - 5)
Willing (1 - 5)
Able (1 - 5)
Score (20+)
Comment
Sample Customer 1 5 3 5 5 5 23e.g. Low scoring Wants means I need to increase the appeal of
my offering for this customer.
Best Customer Assessment Tool
(c)IslandbridgeBrandDevelopment(2015)
Current Or Target CustomerNeeds (1 - 5)
Wants (1 - 5)
Values (1 - 5)
Willing (1 - 5)
Able (1 - 5)
Score (20+)
Comment
Sample Customer 1 5 3 5 5 5 23e.g. Low scoring Wants means I need to increase the appeal of
my offering for this customer.
Sample Customer 2 3 5 4 2 5 19e.g. Low scoring Needs & Willing means I need to sharpen my
focus on the problem I fix for this customer.
Bullseye Customer Profile
• Age / Gender
• Occupation
• Family Status
• Education
• Interests / hobbies
• Entertainment sources
• Information sources
• Steps to purchase
• Key Conflict
Part 3. Your New Markets
Best Market Assessment Tool
(c)IslandbridgeBrandDevelopment(2015)
Potential MarketNeeds (1 - 5)
Wants (1 - 5)
Values (1 - 5)
Willing (1 - 5)
Able (1 - 5)
Score (20+)
Comment
Sample Territory 1 4 3 5 4 5 21e.g. Low scoring Wants means I need to increase the appeal of
my offering for my customer in this market.
Sample Territory 2 3 5 4 2 5 19e.g. Low scoring Needs & Willing means I need to sharpen my
focus on the problem I fix for my customer in this market.
