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Asking the right questions hold the keys to creating your best marketing scenario as we roll into 2022. The 'Marketing Scenario' is a creative way for achieving your marketing goals and it should include two mandatory elements:
- Which target consumers whom you can reach, hold a viable potential to purchase whatever you intend to sell (whether that be a product, service, event or opportunity)?
Why would they want it? That is the potential that you want to identify. There may be several reasons. For example:
- What is the offer (the entire marketing mix) you will be presenting to these consumers in order to appeal to them and thus realize the said potential, given their wide range of choices in today's market?
While at first glance, you might think these are two separate questions, and they are but they go together like a hand in a glove. Think of them as two parts of the same idea. Let's take a closer look.
Identifying potential is only the initial stage of this marketing scenario. Your strategy would also have to include something that you are going to offer these consumers that might improve their situation in a certain way, solve a problem, give them more than what they already get for the same price, or open new opportunities for them.
In short, something that will motivate them to buy from you and thus materialize the potential.
The 'Marketing Scenario' is a synopsis of the logic of your marketing strategy. In the same breath, it also enables you to make sure that that logic really works. The 'Marketing Scenario' translates the 'Marketing Strategy' to simple everyday language. How will it happen in reality? How will the materialization of marketing goals occur? It is key to understand, marketing goals are achieved through customer's actions. So how do you learn what works? Our simple tool, Marketing Scenario opens the pathway.
What is the 'Marketing Scenario'?
The 'Marketing Scenario' is an amazingly easy tool to use: Only four questions. Let's consider them.
1. Who are the people who we believe have the potential of buying what we intend to sell? Yes, these are the same people we so often refer to as the 'Target Consumers'.
First, we must define our targets. What do these people have in common that makes them probable prospects (in the sense that they are likely to be particularly interested in our offer)? We could use demographic, socioeconomic, psychographic, as well as lifestyle descriptions. Note that at times, we target not a specific group but a wide almost indefinable group of people in a specific mood, a specific situation, or a specific need or state.
Make room for another consideration: not just a defined group of consumers but rather a state of need/desire or a consumption context shared by many diverse consumers at one time or another.
2. What precisely should they be doing (that they are not doing already and will probably not do if we will not intervene) that would direct them to eventually choose our brand specifically? It is, by the way, the first and only objective of branding.
What do they have to do so that your marketing plan will materialize (even before the actual purchase)? Do they have to go somewhere? To call? Agree to meet your salesperson, watch a video, fill out a form? To stop and pick out your product from the shelf? What and which activity or decision, would lead them down the correct path on the way to buying?
3. What is a primary reason that will motivate them to change their behavioral inertia? How will they benefit from that change? Why would you, in their place, buy what you are offering? You can think of it as your differentiating factor (what makes you an obvious choice?), or gives you a competitive advantage (what makes you comparatively better?). What could make their situation better compared to their current standing and to the other options available to them in the market?
4. How exactly will they extract the benefit (that which answers question 3) according to your marketing plan? That is not a repeat question. Notice that the third question dealt with the 'why' of the target consumer's planned motivation, and now, we are trying to understand the 'how' of your marketing plan. How are you planning to provide the benefit defined in the answer to question 3? If, for instance, you said before that you are making something more accessible, easy or comfortable for them, now explain how it will become more accessible, easy or comfortable.
Let us look at an example: The introduction of LeadGrabber to the market. Here's just the main points:
- 1. Business owners and/or marketing agencies who have or host websites and are disappointed by the lack of leads captured on their websites.
- 2. ... will see a bubble in action on their, or a client's, website via an sent email or a direct message on social media platforms
- 3. ... because this technology gives them a first hand experience as to what a website visitor would experience when visiting there site
- 4. ... because the LeadGrabber bubble captures attention, builds connection and gives next step directives and then captures the visitors who engages info - the number of leads from the website increase.
That is what the 'Marketing Scenario' is all about. All you have to do is answer the questions.
- Be precise.
- Be thorough.
- Be honest.
- Do it in writing.
Even if you're absolutely sure that the answers are positively clear to you and there's nothing to be gained. Only when your 'Marketing Scenario' is totally translated to a written text, should you go on and proceed with the marketing plan. The genius of this process is how it helps you clearly define the components of your plan and then be able to easily demonstrate or share it with others.
It much like knowing how to drive to a location, but when asked for specific directions with street names and addresses, you can't give those specifics.
Maybe they are not consumers of your kind of product yet, however, they might be if something happens, or if they are exposed to a certain message.
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