Listen: Intel, Dan Drive, Michael Tom discussed on The No B******t Marketing Podcast
"That's behavioral segmentation and then psychic graphics is a more intense segmentation that little more sophisticated level because the best dragon described that his mountain dew who knows that they attract risk-takers so you notice their advertising tends to focus on risk-takers that type of person at psychic graphics now on the business to business side. There's a term recalled firma graphics because if you're a beat of be company the odds are that you will segment by things like size and you'll cells we target companies tend to twenty million dollars annual sales. That's in Dr Eighty twenty. We also <unk> companies fifty to one hundred million so you use firm graphics to be able to segment and that helps you to define your target so if you conduct the marketing Intel and you define your target that enables you to Dan Drive that creative on the left to stir emotions make it memorable. Tell your story and be unique. We knew that we needed to reach women who make most of the healthier decisions we also knew that they were concerned about losing their doctor or not being able to see the doctor they wanted when they were switching health plans so that messaging then became nothing comes between you and your doctor than the closing line was choose your healthcare as if life dependent on U. P. M. C. so that's why I'm saying you have to define that target market and conduct marketing and tells you know what each of the target market stink feel about you and then be able to create that sturm oceans make a member. We'll tell your story be unique so you're then combining madman the show and Silicon Valley. You're combining the art and the science of marketing to build your brand so the takeaways answered the to y questions. You're Y or reason for being and your customers why they're reason for buying remember that words matter remember the story about the facebook lose the he words to a minimum and then combined the art and science a marketing rumor that by Madman being the art don draper coming up with amazing big ideas in slogans after Langas couches opposite drinking whiskey in Silicon Valley a all their decisions made by the Qantas by the math by the science it don't Wanna be either those two extremes you wanna combine the art and science so that you're able to define your target Marb zero to do some. Do It yourself marketing Intel market get research. You're able to take what you learned from those target markets in that market research and the marketing I Mauro. I'm metrics that you have that and drive your creative so you can make memorable stir emotions be unique while telling your story and that's how you build your brand. We have time for questions so if anybody wants to either on mute there Mike or send the questions along to heather. I will do my best answer. Answer them and Michael Tom Again. Yes <hes> my good reach up to you on Lincoln. I'd like to <hes> maybe talk to you a little bit further after this if it's possible <hes> I don't know I don't know necessarily today day or anything but you know very soon because we're getting ready to try and Redo somewhere website in order to tell that story but my problem I'm finding is you know we have such a unique product and it take so much to explain what it is and what we do that it's difficult to make an ad you know in to create. I mean creating brand. Awareness is one thing but also then you have to advertise it so you know until do you have that brand equity brand awareness. You know how you create ads that are meaningful that are short enough to catch people's attention with something. That's so different I mean I I know you're not gonna be able to answer that in quite the battle that we're having and maybe you can ship some late on it sure I will and I would like to talk to you afterwards in both Maria and heather here Maria is content specialist who works a lot on my content content companies content and our clients content from a social media and video standpoint so she might be on the call with you and then heather here's to help coordinate things that make sure we get get scheduled a phone call so real quick anyone on this call whether it's Jari representatives to try to promote Jari or other small businesses or your Tom you know you're GonNa have to do social media and today's Day age and you're going to have to video so the challenge is GonNa be to you hit that sweet spot where you can video. That's not completely done by yourself unless you have a background which he may but what I tell clients is you can do it yourself in some instances and sometimes that's even better but there are a a lot of instances where you need to have at least some level about side help on the video does not to be like the old days when you couldn't get video for less than twenty thirty thousand dollars even the most basic level which is why Twenty fifteen twenty years ago. I'm not many people were doing video but it's also gotta be better than just grabbing your iphone doing it because there's tremendous value in scripting it out and creative direction and content head idealization and so it doesn't necessarily have to be like three cameras and the production level U._P._N.. Seek rich obviously it's not going to be that but it does need to be a little bit more than just do it yourself in supplement of some do it yourself but really try to have some level of ongoing content. That's done at a better production level than do it yourself supplemented by some regular do it yourself footage than you push that out via various mediums on social media that matchup best for your company. We have a number of companies that are business to business so link. Dan can become a great vehicle. We also have a brewery that we have done some work for and and that BRUINS GONNA use instagram Roy Moore Touch Lincoln so you need to pick the medium based on that target market and based on that marketing Intel that I mentioned and decide which medium you're gonNA use which one or two online neutral to us and then build your video have some other written content still can be visual in have pictures and so forth combined all that in a systematic way in the social media outlet that reaches your target market so that's the start of now. There's many many other things that we do with clients where it's traditional media and P._R.. And video and ads and pay per click everything but I'm giving you just a basic thing. That video has to be a part of every company strategy and.."