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8 STEPS FOR THE SUCCESS OF A MARKETING PLAN

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Zen Scienific Method

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Digital Marketing

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Assi 5a Everything We Learned

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Argomento Flottante

They have identified three customer segments: 1. The first one we called Gasol. 2. The second one we called Junior. 3. The third one we called Becky.

They got out of the building and they spoke to a series of customers over 60, they found that there were two separate segments: the original segment and the casual attended games ● Original segment: rabid sports jersey owners, who were male, from 13 to 35 years old, who passionately followed their team and went to a lot of games. ● People who casually attended games: male and female, closer to 18-30 years old and casual fans.

CLONE MARKET

Customers known because the market is a copy of an existing one. No competitors

NEW MARKET

Customers unknown. All you have in a vision an hypothesi, you're going to create the market. No competitors at day 1. You can sell to the sell adopter all you want but you have a small busiess

SEGMENT OR RE-SEGMENT ON EXISTING MARKET

Hypothesisi about who the customers are. There is a gap between your early adopters and mainstream market that is callerd " the chasm". In this case if you're not careful your sales might collapse until the mainstream adopts

EXISTING MARKET

● Incumbents exist. Customers can name the market. ● Customers want or need better performance. ● And it's usually a technology-driven play ● Positioning is driven by the product and how much value customers place on its features.

B2C The user is different from the payer?

B2B Understand the ecosystem

Detractors (0-6)

Passives (7-8)

Promoters (9-10)

Different value propositions required different side market

Understand which customer segment in a two-side market are users of the product and which other are payers

SEGMENTED MARKETS

NICHE MARKET

MASS MARKET

JOBS TO BE DONE

What's the customer segment trying to get done

Is it a problem or a need?

ENGAGEMENT

NPS: Net Promoter Score is a standard for customer engagement

Use a number scale from 0-10 that answers the following key question: How likely is it that you would recommend [brand] to a friend or colleague?

a holistic characterization of a consumer's behavior, encompassing a host of sub-aspects of behaviour such as loyalty, satisfaction, involvement, Word of Mouth advertising, complaining and more.

CUSTOMER GAINS AND PAINS

Define the customer persona archetype

Go out of the building and try to talk to the major number of users/customers to interview and test them about their interest

ASPIRATIONS

What are their beliefs and utopia?

What do the client aspire to?

Aspitational customers are happy shopper and they see brands as badges of their own identities

MARKET TYPES

The type of market change everything

4 DIMENSIONS

CUSTOMER SEGMENT

Example JerseySquare

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