A Face In the Crowd

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A Face In The Crowd Gerard Tannam

www.Islandbridge.com

Part 1. How A Brand Works


In Our Experience…

Success in the marketplace is down to our ability to influence choice.


Purpose Of A Brand?

To make you the natural choice of your customers.


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Purpose Of A Brand? (2)

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. The Customer Bullseye

www.Islandbridge.com www.Islandbridge.com

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www.Islandbridge.com www.Islandbridge.com

Who Is My Bullseye Customer..?

Ideally, my best customer is one who: Needs, Wants & Values what I have to offer & is Willing & Able to pay for it.


My Customer Bullseye

•  Gender

•  Age

•  Occupation

•  Family status

•  Residence

•  Education

•  Hobbies, holidays & preferred activities

•  TV / radio programme(s), music, favourite film etc

•  Personality traits

•  Worldview


Who Wants Ice Cream?


Who Wants Ice Cream?

•  Rachel, aged 25

•  Office job

•  Clothes-mad

•  Athletic (Tennis & Gym)

•  College graduate

•  Round-the-world trip


My Customer Bullseye

•  Means no more selling to ‘Everybody’

•  Offers a starting point for relationship

•  Makes and keeps it real

•  Focuses my attention on core of market

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Thank You!

A Face In the Crowd

Business

Transcript of A Face In the Crowd