Kay Grieves 'How Do You Like Your Eggs In The Morning?' 7 Step Marketing Toolkit 2013
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This document provides an overview of a 7-step marketing toolkit. It discusses identifying customer segments, defining targeted service offers to meet customer needs, articulating the benefits of those offers, and communicating key messages through planned customer conversations. The toolkit has been used successfully at the University of Sunderland to strategically plan library services. Attendees of the session will learn about applying the toolkit's approach to better understand and serve their own customers through marketing. Interested parties can contact the presenter for more information on customizing and implementing the full toolkit.
Kay Grieves 'How Do You Like Your Eggs In The Morning?' 7 Step Marketing Toolkit 2013
- 1. Anglia Ruskin University April 2013
- 2. Today … Toolkit Taster Session After today’s session you will: • Have a better understanding of the benefits of strategic marketing • Have an overview of our 7 step approach • Have explored some of the key techniques • Be prepared to apply the toolkit for your own purposes • Know how we can help you further
- 3. The 7 Step Toolkit Since its inception: • Central strategic planning tool at University of Sunderland, Student and Learning Support e.g. Quality Model Campaign 2008: • Shared with staff from over 90 libraries and How our toolkit came to be? information services throughout UK • New Quality Model Applied for various purposes: • Wanted to build relationships with our customers - re-defining services and service offers • Wanted to nurture conversations • - strategic marketing/communication plans Strategic marketing held the key • Apply strategic marketing to our - planning customer conversations service culture - Specific purposes e.g. Customer Service • Exploration led to the creation of Excellence Award the toolkit – How Do You Like Your Eggs In The Morning? “This is more than a toolkit – it’s a way of thinking, • Toolkit consists of our workbook planning and delivering high quality, relevant and a tried and tested workshop services.” (CILIP UCR Marketing Group)
- 4. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
- 5. What is marketing? it is not: it is: • An ‘add-on’ to the end of the • A strategic management process service planning process • The starting point of all service • Just about promotion planning • Describing features of a service • Entirely customer led /product • Benefit driven • Inward looking • Outward and forward looking • ‘One size fits all’ • Personalised and targeted A strategic tool – to help you develop customer relationships through planned service offers and conversations See page 4
- 6. What can a marketing plan do for us? • Ensure we know who our customers are and what they need • Plan services that fulfil our customers’ needs • Effectively communicate the benefits of our services • Ensure customers are motivated to use our services • Ensure customers make most of our services • Demonstrate the difference we make and the impact we have
- 7. All about nurturing customer conversations ‘A dialogue over time with a specific group of customers whose needs you understand in depth, and for whom you develop a specific offer with an advantage over the offers of your competitors’ McDonald
- 8. Step 1. Establish where you want to go – your strategic direction & priorities External Internal Vision / outlook of: • Mission statement • Wider organisation • Values / culture • Sector • Vision / strategy • Nationally
- 9. Step 2. Identify your service offers List your offers today and those you may be planning for the future SWOT • Strengths • Weaknesses • Opportunities • Threats See Step 2 page 9
- 10. Step 3. Identify, segment and profile your customers Why? Need to know who your customers are and what they need before you can begin to provide it. You need to know them so that you know how best to have conversations and build a relationship with them. Why segment? •Everyone is different •One-size does not fit all ‘The identification of individuals •Bespoke is often not possible with similar characteristics and •It makes it manageable wants ’Jobber How? •Use what you already know •Have conversations with them •Group those with similar needs, wants, motivations and characteristics •Profile them so that you know all about them •Make sure everyone involved knows who they are See Step 3 page 12
- 11. US National Park customer segmentation • Urban Beach Boys 3.8% • Inactives 22% • Young New England Wind Surfers0.9% • Nature Lovers 27.2% • Musclers 6.2% • Thrill Seekers 8.3 % • Hunt-n-Fish Mens Motor Club 6.3% • The Take it Easies 25.3%
- 12. Tourism Queensland customer segments Active Explorers Holidays...where they can be challenged and feel alive Stylish Travellers Holidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in life Self Discoverers Holidays...where they can enrich their mind and nourish their body Unwinders Holidays...where they can reflect and recharge at their own pace Connectors Holidays...where they can bond with family and friends Social Fun-seekers Holidays...where they can share good times with friends, new and old
- 13. Visit Britain Segments of UK customers who holiday in own country
- 14. Who are your segments? Who are they? What are they about? • What is their situation? •What difference are they looking to Part Time? Full Time? Off Campus? you to to make for them? • Where are they in their journey? •What barriers do they face? New? Returning? Progressing? •What are their priorities? • What subject do they study/research? •What do they want to achieve? •What might motivate/interest them? •What do they want to know about? Talk about?
- 15. Activity 1. Segment your customers 10 mins In your group identify some key customer segments. You could do this by: •Situation/customer journey •Location •Skills Level •Personality type Or you could think of some other ways.
- 16. Accommodation • not bound to a particular type of The Active • accommodation segment most open to staying in backpacker hostels, eco-lodge resorts or camping grounds Explorers • may stay with friends and relatives in a luxury hotel /resort or standard motel • just needs to be clean and comfortable segment Getting around • likely to drive, but will sometimes take a profile • • caravan may fly, yet prefer to avoid airports of all segments, most likely to visit multiple locations during a holiday • unlikely to go on daytrips Dining What they • • not looking for quality dining options prefer accessible food - so local pub and club food is fine look for in • venue isn't so important, the chance to experience different tastes is what it’s all about a perfect Social interaction • • enjoy meeting and mixing with others mostly travel with their partners, but travel with holiday family is an option Holiday patterns • more likely than other segments to think limited holiday time restricts the distance that can be travelled • enjoy weekend breaks • will take the opportunity to build holidays around sporting or other events
- 17. Visit Britain segment profiles High Street - the largest segment with 22% of Discoverers - they represent 13% of the the population, they are aged between 26 - 35 population, are most likely to be between and their average income is £22,150. They care 26 and 35, have children at home and be what others think and are trend followers, rather high internet users. They are than setters, although they like new experiences independent and not influenced by style (new to them, as opposed to cutting edge). of brand but they are keen on value for They'll pay for quality but only if it's tried and money and rate good service highly. tested. More likely to take long holidays abroad They are much more likely to take a but are attracted to bargain short breaks in the bargain break/late deal than a planned, UK and are unlikely to go off the beaten track. A packaged holiday and are also more third have children. They are moderately likely to weekend in England than interested in art and culture. abroad. Style Hounds - representing 12% of the Cosmopolitans - the second largest segment at population Style Hounds are young 15% of the population, they are relatively young (most are 15 - 25) and heavily influenced (although a third of them are post holiday) and by brands, fashion and trends. Their their average income is about £26K. They are average income is £23,000. Half have no independent and willing to try new things to get children (so have a high disposable new experiences and challenges, both mental and physical. They like to be active but also income) and 45% have a young family. They are motivated by fun and appreciate peace and relaxation, and art and excitement and are not very interested in culture. On average they take over 4 short cerebral or cultural pursuits. breaks a year and they enjoy a wide variety of things, especially activity/themed holidays.
- 18. Activity 2. Profile your customers 10 mins Choose one of your segments. Have a go at profiling them. Think particularly about what ‘difference’ they look to you for. It may help to think about things like: • Their mode of study. Subject area. Point in learning journey. • What barriers, difficulties, challenges they may face? • What might motivate, inspire, interest them and what will not? • What do they need most from you? See Step 3 page12
- 19. Step 4. Define a targeted service offer for each customer segment (The 4 Ps) Define a targeted service offer based on your segment’s needs and preferences. Thinking about: •Product? Which services can you offer to meet their needs? •Place? Where and when can the customer use those services to best meet their needs? •Price? What does the customer have to give up in order to use your services? •Competition? Who else provides what ‘To implement the marketing concept they need? successfully and satisfy customer needs, different product offerings See Step 4 page 18 must be made to diverse customer groups.’ Jobber
- 20. Matching products and services to your customer segments
- 21. Step 5. Transform your service offers into customer benefits For each service offer to each segment identify the specific benefit of that service offer to them. Define: •The difference the service will make to them •Why the price is worth it •Why your service is better than the competition Benefit: ‘An offer of some entity in •The overall benefit of your service which they get more than they give up offer as perceived by them and in relation to alternatives including doing See Step 5 page 21 nothing.’ Perla
- 22. Activity 3. Define your service offers and articulate their benefits for your segment 15 mins Using your customer profile: • Define a range of service offers for your segment (Table 1) • For each service offer articulate the benefit (or the difference it will make) they will make to your segment (Table 2)
- 23. Step 6. Translate your benefits into targeted messages: AIDA principle • Attention Make me actually notice • Interest Spark enough interest to make me read/listen further and see what this could do for me • Desire Provide an incentive or something that makes me want the benefits you are offering • Action Motivate me enough to take the time /effort to actually take up the service See Step 6 page 25
- 24. Step 7. Communicate your key messages by nurturing customer conversations Plan effective ‘benefit’led conversations or campaigns to deliver your messages to your customer segments: • Build a meaningful brand – cultural, verbal, visual, physical, personal • Identify vehicles to convey your messages eg. Facebook, blogs, Twitter etc • Consider the most effective timing • Ensure staff buy-in and nurturing of relationships with ‘their own audiences’ • Remember conversations are two way. Capture the difference you are making, articulate and share it See Step 7 page 29
- 25. Targeting your offers to your customer segments By who they are By what we offer University of Sunderland i-escape Library Services Accor Hotels
- 26. Matching your brand to your customer segments
- 27. Building brands to meet the needs of specific segments Estée Lauder has a total of 27 brands which include: American Beauty La Mer Aramis Mac Cosmetics Aveda Michael Kors Bobbi Brown Missoni Bumble and Bumble Ojon Clinique Originals Donna Karan Prescriptives Estee Lauder Stila Jo Malone Tommy Hilfiger Kiton Tom Ford Beauty Lab Series
- 32. Planning your conversations Timing Tools Staff Engagement University Library Services Sunderland: Quality Model Campaign pinterest.com/UniOfSunLib
- 34. Thomson Holidays January 2011 campaign Thomson Holiday Campaign 2011 Are you a …. Toe dipper? Night owl? Early bird? ‘Whoever you are we’ve got your holiday…’
- 35. Activity 4. Plot your ‘conversational’ timeline 15 mins Think about customer needs & ‘difference’ sought in relation to: • Key academic events • National events
- 36. Activity 5. Plan your conversation 30 mins • Plan your customer conversation • Plan your vehicles • Suggest ways to capture impact & difference made
- 37. Activity 6. Share your ideas 15 mins: Share your ‘conversational’ plans with each other
- 38. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
- 39. Interested to know more… If you would like to: • learn more • adapt the toolkit to your own needs • discuss the possibility of us running a full workshop for your library email kay.grieves@sunderland.ac.uk blog 7steptoolkit.wordpress.com twitter @KayJGrieves twitter hashtag #7uoseggs please use the hash tag to share your ideas and feedback We’d love to hear from you
Editor's Notes
- #2: Kay Grieves, University Library Services University of Sunderland
- #3: Hope it will all fit in …. Have to see how we go. Remember – you have your workbook which should help to explain things further. Kay Grieves, University Library Services University of Sunderland
- #4: Student Induction, Communication plan for student services, new service offer to researchers, reshaped service offer to off campus students, to rewrite library web pages, huge task – to create a service catalogue for University IT services Kay Grieves, University Library Services University of Sunderland
- #5: Kay Grieves, University Library Services University of Sunderland
- #6: READ OUT DEFINITIONS Kay Grieves, University Library Services University of Sunderland
- #7: A marketing plan enables you to document your approaches to this, it helps to clarify the process and to communicate it consistently – ensuring everyone know what you are doing and you are all pulling in same direction Kay Grieves, University Library Services University of Sunderland
- #9: Make sure you all know what you are aiming for. Ensure that your marketing plan is consistent with your service/organisational vision eg. Equity of experience at Sunderland Kay Grieves, University Library Services University of Sunderland
- #10: May be obvious but is a helpful process ….and makes sure everyone starts from the same point Kay Grieves, University Library Services University of Sunderland
- #11: Holiday example … Kay Grieves, University Library Services University of Sunderland
- #15: Segment according to your purpose .. Can segment and sub segment as much as you need to Kay Grieves, University Library Services University of Sunderland
- #20: This may be a range of service offers eg. bundles of services for researchers or you may be focussed on one eg Live Chat Kay Grieves, University Library Services University of Sunderland
- #22: THIS IS THE KEY … what is a benefit to me may not be a benefit to you – READ OUT DEFINITIONS Kay Grieves, University Library Services University of Sunderland
- #25: Plenty of books, courses on promotional side of things Kay Grieves, University Library Services University of Sunderland