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DUE TODAY!
Chapter 4 reading response on your blog
Informal questions for client discovery process and informal audit of client communication channels
1. Creators
2. Conversationalists
3. Critics
4. Collectors
5. Joiners
6. Spectators
7. Inactives
Most Influential {
Organizers {
The Majority {
Requires more time and knowledge of tools
THE SOCIAL TECHNOGRAPHICS PROFILE
SOCIAL OBJECTIVES
Listening
Talking
Energizing
Supporting
Embracing
BUSINESS GOALS
Research
Marketing
Sales
Support
Development
SOCIAL STRATEGIES
Monitoring
Conversing
Rallying
Sustaining
Nurturing
Align your SOCIAL MEDIA OBJECTIVES
Identify the BUSINESS GOAL
Develop winnable campaigns to achieve each objective
Define your SOCIAL MEDIA & PR STRATEGY
REPORT
ANALYZE & ADAPT ANALYZE & ADAPT ANALYZE & ADAPT ANALYZE & ADAPT
LISTENINGTOOLS & TACTICS
TALKINGTOOLS & TACTICS
ENERGIZINGTOOLS & TACTICS
SUPPORTINGTOOLS & TACTICS
EMBRACINGTOOLS & TACTICS
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
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?
SPECIMEN AUDIENCESPersona• 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
SPECIMENCOMPETITORS
Experimental BuildTraditional Build
Contemporary Music
Classical Music
SPECIMEN GUITARSExperimental, varied and made for contemporary rock and jazz music
DANCHE GUITARSLARSON GUITARS
KOENTOPP GUITARS
SPECIMEN COMPETITORS
Strength: Specimen Guitars is very uniquely positionedThe more unique your client is compared to the competition, the better positioned they are in the market.
Weakness: Specimen has no communication strategyThe inability to communicate to audiences how unique they are positions them poorly. Potential audiences will most likely overlook them.
Threat: Competitors are more agileIf your client doesn’t develop a plan of action to exploit their strengths and address their weaknesses, competitors can quickly overtake their market share.
Opportunities: Musicians today are looking for more unique productsIf this audience can be engaged they can be educated about Specimen products and workshops and could increase sales and registration.
COMMUNICATION STRATEGY
Business Mission, Values & Beliefs
Positioning Statement & Key Public Message
Support Points & Supporting Public Messages
Topics & Conversations
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.
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.
COMMUNICATION STRATEGY
Business Mission, Values & Beliefs Example
Ask your client what their values are
Specimen Values
Innovation
Experimentation
Customization
Simplicity
Craftsmanship
Aesthetics
Knowledge
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
COMMUNICATION STRATEGY
Positioning Statement & Key Public Message
The positioning statement I how your client is different from its competitors or how 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
COMMUNICATION STRATEGY
Positioning Statement & Key Public Message
Specimen (example, key message 1)
We are artists, inventors and musicians that create unique and 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…
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
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…
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
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