CLIENT ENGAGEMENT & DISCOVERYPART II

DUE TODAY!Chapter 4 reading response on your blog

Informal questions for client discovery process and informal audit of client communication channels

TODAY’S SESSIONAudienceCompetitionCommunication & Messaging

1. Creators2. Conversationalists3. Critics4. Collectors5. Joiners6. Spectators7. 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

AUDIENCESPersonasDemographicsSocial Technographics

AUDIENCESHow 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

AUDIENCESAsk Your Clients:

Who are your currently attracting?

Who would you like to attract?

SPECIMEN AUDIENCESWhat 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

SPECIMEN AUDIENCES

COMPETITORSAsk Your Clients:

Who are your competitors?

How are you unique?

SPECIMENCOMPETITORSDanche GuitarsLarson Brothers GuitarKoentopp Guitars

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 STRATEGYBusiness Mission, Values & BeliefsPositioning Statement & Key Public MessageSupport Points & Supporting Public MessagesTopics & Conversations

COMMUNICATION STRATEGYBusiness Mission, Values & BeliefsThe core intrinsic identity of the client’s business that sets the tone for the overall communication strategy and message development.

COMMUNICATION STRATEGYBusiness Mission, Values & Beliefs ExampleAsk them to provide you with a their mission statement

Specimen Mission StatementSince 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 STRATEGYBusiness Mission, Values & Beliefs ExampleAsk your client what their values are

Specimen ValuesInnovation

Experimentation

Customization

Simplicity

Craftsmanship

Aesthetics

Knowledge

COMMUNICATION STRATEGYBusiness Mission, Values & Beliefs ExampleAsk them what their beliefs are

Specimen BeliefsWe 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 STRATEGYPositioning Statement & Key Public MessageThe 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 STRATEGYPositioning Statement & Key Public MessageSpecimen (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 STRATEGYSupport Points & Supporting Public MessagesThe 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 STRATEGYTopics & ConversationsTopics and conversations are identifiable interactions where client key messages can be communicated, bridged or framed.

SpecimenBands, 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

REVIEW OF TODAY’S SESSIONAudienceCompetitionCommunication & MessagingDeveloping Questions

ASSIGNMENTComplete 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