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"there is nothing new under the sun."
this marketing journey is based on the work of Allan Dib as outlined in his book "The 1-Page Marketing Plan", the work of George Bryant of GB Masterminds (in particular the Lighthouse Method), and the work of Seth Godin, and his multitude of books as well as his Marketing Mastermind Seminar, which I've been privileged to be a part of.
Dr. Jürgen Strauss, Innovabiz
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"Marketing, at its heart, is starting a conversation with someone who could be an ideal, dream customer."
"Marketing is the Art and Science of creating and sustaining exceptional, remarkable customer experiences and relationships."
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Our Marketing Principles
.......to my many clients, who have taught me so much about marketing and service.
Dr Jürgen Strauss
My Target Market
Ideal Dream Customer
Their Problem/Need - The Transformation
My Message to My Target Market
Visitor wants to
LEARN
Visitor wants to
START A RELATIONSHIP
NURTURING
the RELATIONSHIP
Visitor wants to
BUY
How I Deliver an
EXCEPTIONAL EXPERIENCE
How I Deliver
MORE VALUE
How I Orchestrate and Stimulate REFERRALS
Scale -
Celebrate and Repeat
Transformational
Marketing BLUEPRINT
My Lighthouse
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Steps:
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Transformational
Marketing BLUEPRINT
Step One
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What our (potential) customer wants
KNOW
(Audience)
Step One
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Where clarity and congruency are born. This is the foundation of our brand and the stance we take in this world. Lighthouses don't react to their environment - they proactively continue to shine their light with the same intensity and the same direction that they always do, so that their customers can always find their way.
Our lighthouse represents our business - it requires 4 levels to be operational, it's essential foundations. For our business to work, our lighthouse must have all 4 levels:
With total clarity on the 4 levels of our lighthouse, we can have congruence in every single message that we send out.
KNOW
(Audience)
Step Two
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What our (potential) customer wants
KNOW
(Audience)
Step Two
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KNOW
(Audience)
Step Three
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What our (potential) customer wants
KNOW
(Audience)
Step Three
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KNOW
(Audience)
Step Four
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KNOW
(Audience)
What our (potential) customer wants
KNOW
(Audience)
Step Four
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Now that we've defined our lighthouse and ideal client, there's a simple structure we can follow to build our message.
Deliver exceptional value first, then offer them an opportunity to engage with us.
KNOW
(Audience)
Step Five
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LIKE
(Visitors)
What our (potential) customer wants
How do I learn more?
Will I still be safe even if I give you my email address?
Will you be here for me after I give you my email address?
How can I get additional information? What's next?
Step Five
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Successful marketing is value-based, long term, two-way relationships
LIKE
(Visitors)
Step Six
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LIKE
(Visitors)
What our (potential) customer wants
What's next? What can I expect?
Where is the information I signed up for?
What action do I need to take now? Can I save it for later?
Step Six
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LIKE
(Visitors)
Build long-term relationships, not one-night stands!
Step Seven
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LIKE
(Visitors)
What our (potential) customer wants
More valuable information
Be heard, feel understood
Feel nurtured, taken care of, respected
Opportunity to "try it out" .....
Step Seven
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Build long-term relationships, not one-night stands!
LIKE
(Visitors)
Step Eight
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LIKE
(Visitors)
What our (potential) customer wants
More valuable information
Certainty that I've made the right decision
Feel nurtured, taken care of, respected
Know what to expect, next steps
Step Eight
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LIKE
(Visitors)
Step Nine
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TRUST
(Customers)
What our customer wants
Certainty that I've made the right decision
Access and accountability
An awesome, exceptional experience
Step Nine
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TRUST
(Customers)
Step Ten
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TRUST
(Customers)
What our customer wants
Be heard, be understood, contribute to your business
Feel nurtured, taken care of, respected
Access and accountability
Preferential treatment (existing customer bonus)
Step Ten
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TRUST
(Customers)
The Journey from Customer to Raving Fan
Successful marketing is value-based, long term, two-way relationships.
Step Eleven
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TRUST
(Customers)
What our customer wants
Our business sustainable and successful
Keep being there for me
More great people in our community
Step Eleven
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TRUST
(Customers)
Our customers are prospects for our competitors! How we keep our customers loyal, is purely down to how we look after them.
Step Twelve
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TRUST
(Customers)
What our customer wants
Our business sustainable and successful
Keep being there for me
Efficiency gains - what can you teach me
Time gains, as well as continued access and accountability as you scale
Step Twelve
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TRUST
(Customers)
The Marketing Journey continues at another level. Always deliver exceptional value and keep the relationship vibrant and alive.
My Target Market
Ideal Dream Customer
Their Problem/Need - The Transformation
My Message to My Target Market
Visitor wants to
LEARN
Visitor wants to
START A RELATIONSHIP
NURTURING
the RELATIONSHIP
Visitor wants to
BUY
How I Deliver an
EXCEPTIONAL EXPERIENCE
How I Deliver
MORE VALUE
How I Orchestrate and Stimulate REFERRALS
Scale -
Celebrate and Repeat
Transformational
Marketing BLUEPRINT
My Lighthouse
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Further Resources: