This is the first of 3 posts where we are going to build a Marketing Framework based on a Customer Journey. N.B. You might well have created up to 5 customer personas at this stage and hopefully a Value Proposition for each but we do one framework per persona. Step 1 Sit down with a cup of coffee and a blank piece of paper At the top of the page right down the name of the persona you are going to use and beside it, the relevant Value Proposition. Step 2 Imagine that person in
Recently (at time of writing) there was a great fuss in the media about some boffins being able to prove that Gravitational Waves are indeed rolling around the Universe. As a consequence we will be able to observe the sky without having to rely on light as the primary source of data. Apparently this will have a major impact on our lives. Gravitational Waves were first predicted by Einstein over 100 years ago. Like his other really important work (E=MC2 etc.), we have a rou
I am a massive fan of Google and much to the surprise of others in my general profession, I am ‘Android’ all the way. As a business they are astonishing but more about the really good bits in a later post. Sometimes, however, they seem to think they invented everything when in reality they just ‘discovered’ something that the rest of us, who were born before 1975, already knew. Being Google they can give it a name and sit back admiring their Cheshire Cat in the mirror. My
Let’s keep this one really short! When you are marketing your service or product it is rarely (hopefully) to your friends and family. Therefore, if there is nothing in it for the individual in an audience, they really are not going to respond to you, your expensive ad or your Facebook post. i.e. they need to understand, very quickly, the value that you are proposing or offering to them … your Value Proposition. It seems a simple concept but it is often botched and fudged by
This post is written for Mike, Jenny and Pete. No, they are not my kids, dearly departed friends or even close family but they are very important to me and I know them intimately. There is a little bit of you in one, two or all three of them. Mike, Jenny and Pete are the stars in my Customer Persona outlines and they don’t actually exist in the real world at all. It is essential when we are intending to spend time, energy or hard cash on marketing that we do it effectively.
For years now I have been strategising other people's digital marketing and it was only when I saw the availability of this domain name, it occurred to me that I should slightly formalise my own presence on the web … so here is the beginnings of it! To keep it simple, the style is pretty 'old school' as is the navigation. The services that I offer can be pretty comprehensive but the site is not designed to give all the details of the 'how', just a flavour of the outcomes. T