Are You sending mixed messages?
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The document discusses the importance of clear messaging and a simplified product range to enhance customer satisfaction and decision-making. It emphasizes establishing a clear vision for a business to guide goals and planning, using the analogy of a journey with destinations and maps. Additionally, it outlines a company's focus on teaching banana peeling and providing a service for those who struggle with it, targeting both consumer and business audiences.
Are You sending mixed messages?
- 1. Are You sending mixed messages?
- 2. “If you can’t get a clear, simple message across to people about why they should buy your product, you’ll go out of business” Fraser Doherty, Creator of SuperJam
- 4. Don’t try to please too many people Too much choice leads to indecision and decreases buying satisfaction
- 5. Too much jam… “In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction.” Source: Cognitive Lode
- 6. • Every decision you fail to take to focus and simplify your range, is one more that your customers will be burdened with every single time they want to buy • Too much choice can be perceived as a lack of confidence in your own brand • You’ll have to work harder & spend more to market the differences between the products and services in your range, the more choice you offer • You won’t be ‘known’ as the experts in anything Source: Cognitive Lode
- 8. Everywhere is a big place To build a strong company you must have a vision. You need to know where you’re going, in order to get there. If you don’t have a vision and direction then every road opens up to you, you can take every path and be anywhere. Sound good? No. You can’t do everything or be everywhere – who has the time!
- 9. Eyes on the prize Setting a vision lets everyone in your business know what direction they’re going in, from your vision you can set goals, which are obtainable targets. Once you have your goals it’s easier to plan and pick tasks that will get you to those goals.
- 10. The company journey: • Your vision is the compass, it keeps you steering in the right direction • The goals are the places to need to stop at along the way, destinations on the map that you head for • Your plans are the maps you use, you plot out the routes to take you to your goals • The tasks are the individual roads you take
- 12. Who are we? “For people who don’t like to peel bananas or don’t know how, we can peel them for you or teach you how” Vision “To make people’s lives easier”
- 13. Goals • 6 month goal – We want to have taught 10 people to peel bananas and have peeled 100 ourselves • 1 year goal – we want to have 50% of the banana peeling market share in the UK
- 14. Our Services • Training: Will teach people (age 2+) how to peel bananas. In a consumer or business setting, 1-to-1 or group • Peeling: Will peel 1+ bananas, next day delivery on orders under 500. Special packing means they arrive perfect (no browning or bruising)
- 15. Audience B2C Busy Housewives | Children | Elderly | Disabled | Students People who like bananas but can’t peel them / don’t want to peel People who don’t like bananas but who have to peel them for others B2B Busy Caterers | Chefs | Milkshake manufacturers | Restaurants Dessert Manufacturers | Cookery Students | Shops
- 16. Audience B2C Busy Housewives | Children | Elderly | Disabled | Students People who like bananas but can’t peel them / don’t want to peel People who don’t like bananas but who have to peel them for others B2B Busy Caterers | Chefs | Milkshake manufacturers | Restaurants Dessert Manufacturers | Cookery Students | Shops
- 17. How can we help? Children: • Like bananas, they are a healthy snack too • Haven’t learnt to peel them yet • Parents might not have time or skills to teach • Children are open to learning new things and parents are often open to getting them taught things • Can’t be too high a cost Target: Aim to parents, tell them about our fun, low-cost banana peeling classes. We’ll look after the children to give parents a break and will teach children to peel their own bananas with 100% success rate.
- 19. Where are they? • Netmums and similar forums • Local Schools • Twitter: any healthy eating or teaching hashtag trending? Any Mums groups? Any Mum celebrities? • Childminders • After-school clubs / Daycare (any national ones?) • Playschemes • Mum-centric networking • Parent and Child magazines
- 20. How do we cover all of these? Do they have a twitter account? • Netmums and similar forums (Yep) • Local Schools (Maybe) • Childminders (Probably Not) • After-school clubs / Daycare (Local – Possibly, National - Probably) • Playschemes - (Local – Possibly, National - Probably) • Mum-centric networking – (Yep) • Parent and Child magazines – (Yep) • Parent Bloggers – (Yep)
- 21. Q&A