NIKOLAJ MADSEN JULIAN BRANDT
CO N T E N TS S U N E R Y - J U LY 2 0 1 5
INTRIDUCTION
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DIAGNOSE THE PAIN
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DIFFERENTIATE YOUR CLAIM
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SWOT
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CONTENT MARKETING PLAN
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CONTENT MARKETINH MATRIX
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CONTENT PLAN TIMELINE
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DELIVER TO THE OLD BRAIN
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CREDITS
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INTRODUCTION ‘Buy buttons’
For Sunery we decided to take a strate-
We followed up by differentiating our
gic approach by working with the book
claim by creating individual claims for
Neuromarketing “Understanding the
each target group which are supposed
‘buy buttons’ in your customer’s brain”
to trigger the needs we found out about
by Patrick Renviose and Christophe
in the analysis of the pain. These claims
Morin. In the book Renviose and Morin
are not necessarily supposed to be
introduce the concept of Pain, Claim,
communicated directly to the custom-
Gain and explain that there are four
er, they are supposed to be the central
steps in a successful marketing / sales
theme when communicating with each
strategy which are:
individual group and are not used as “traditional”/ standard claims.
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Diagnose the Pain
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Differentiate your Claim
In order to demonstrate the gain we cre-
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Demonstrate the Gain
ated a detailed content marketing plan,
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Deliver to the Old Brain
which runs over the course of one year. Within the content marketing plan we created an influencer program which
Their literature has been our inspira-
will help Sunery to deliver information
tion in the work for Sunery and in the
and with this demonstrate the gain.
creation of the new marketing concept. This Strategy of Neuromarketing led us
In order to deliver to the old brain we
to the creation of a content marketing
will use the influencer program and
plan which is supposed to trigger the
our owned channels to deliver simple
customers interest on multiple differ-
triggers to the potential customer. In
ent levels as well as make them interact
addition to that we created a guide-
with the company and finally increase
line for communication that will work
the sales.
in multiple languages which shows in which way to communicate to the tar-
In the following we will go into an analysis of the customers pain, this is done to understand what the customer really wants and what target groups we can reach out to in which way.
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get group.
PHOTOGRAPHY by Jens Lindhe
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D I A G N O S E T H E PA I N Pain source
According to Renviose and Morin (2007) Pain always falls into one or more of three main categories: financial, strategic and personal. The three target groups provided by Sunery falls into all three Pain-categories. Financial: The provided Target-group 3 is described as Kostensparer their main focus is lowering costs as much as possible. Their behavior is driven by a mainly financial focus on ROI. The financial gain is typically highly visible and easy to measure for the customers. Strategic: The Target-group 1 has a strong focus on their way of doing business. Their pain is therefore highly strategic. Sunery is a innovative and new product in the heating industry and faces challenges by existing competitors protecting their revenue streams. The pain for this target group is to adopt to the “new world� of Sunery. Personal: The last Target group-2 has a personal and emotional feeling towards Sunery. Sustainability, ecology and production methods are good examples of personal pains. A design perspective is also considered a personal pain. Traditional heating is not seen as pretty by many people, Sunery is an offer for something different and to a certain extend stylish.
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PHOTOGRAPHY by Scott & Scott
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D I A G N O S E T H E PA I N Pain factors
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Pain intensity:
Pain timing:
Pain Awareness:
The tensity of the pain is a crucial fac-
Pain timing is an expression for how
It is critical to the selling process that
tor - you don’t want to waste your time
urgent the need is to alleviate the pain
our prospects acknowledge their pains.
offering a cure for something no one yet
to your prospects. Urgency is a direct
We want to be sure to target each of our
really cares about, or have an interest
function of the consequences that will
target group’s pain individually, this will
in. All of our target groups pain inten-
be felt if the pain is not cured. None of
open a new door to the purchase deci-
sity are being categorized as medium
our prospects/ target groups has a ur-
sion. As a result, once they agree with
from medium-low to medium-high.
gent need for a cure. Our target group
the pain it will be much more likely that
The reason for that is that there is no life
1 actually wishes for no cure at all, in
they will buy our solution, Sunery. All
threatening situation for the purchase
a “doing business as always” scenario.
of our target groups are aware of their
of a Sunery device. The ways to increase
The two other target group’s urgency
pain, once again the target group one in
the intensity is different from each
are steadily climbing, with the focus on
a degree where they try to demolish the
group. For group one, it has to get hard-
climate change, a more healthy life and
pain instead of wanting the solution.
er selling traditional heating before the
a personal interest in home decoration
The target group 2, with a personal in-
intensity of changing business model is
the urgency to get rid of conventional
terest are aware of the fact that heating
at a level where they can be convinced
heating will rise. As long as prices for
our homes has an impact on the envi-
easily. For group 2 the personal aspect
conventional heating stay where they
ronment, but are not likely to actively
must be higher, that can be affected by
are, and a lower price for oil, the urgen-
seek for an solution. The target group
reasons such as more focus on climate
cy to shift once heating system remains
3, are actively trying to lower heating
change, design interested and living
relatively low. With the tech-industry’s
costs, and might also take actions with
decorations as well as a health prob-
interest in this field a lot of innovation is
their conventional heating, such as
lem which can make the pain intensity
taking place these days, the urgency for
lowering room temperature during the
skyrocket. For group three the cost vs.
a change will rise along with new prod-
day when no one is home. This group
benefit is alfa and omega. Lowering
uct innovations and innovative ways to
is actively seeking and taking actions to
prices or lowering the cost in use will be
produce and distribute energy.
lower heating costs.
factors that have a positive impact on the pain intensity.
ILLUSTRATION by Liwei Wang
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DIFFERENTIATE YOUR CLAIM Communication claims
Every pain is getting its own claim. They claims are suppose to target each of the individual target groups and are therefor customised for each specific pain.
Strategic pain
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“Our heater heater is the most long lasting”
Financial pain
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“Our heater is the most cost efficient”
Personal pain
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“Our heater is the coolest”
Strategic: The claim is meant to target the adoption of a new technology. The “long lasting” is meant as in long product live but also at a higher scale as in electric heating is the future and therefor Sunery is a long lasting investment longer than just the product itself.
Financial: The claim addresses the target group’s constant seek after new way so save money. The claim talks directly to the target groups pain informative content will be used to convince the target group.
Personal: The claim is a word play. Pronounced right, and you can make it sound as “cool” a design perspective stating that Sunery is cool for your apartment. Another pronunciation can be “cool” as in cold - focusing on the environment, a heater that keeps the planet ‚cold’ and does not promote global warming and pollution.
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SWOT
The low brand awareness stated in the
must therefor be used instead. A lot of
SWOT is something we will focus our
innovation is taking place in the heating
work on. The good product quality,
industry, especially now where greater
innovative design and “health� factor
tech companies such as Google, Tesla
are resources we will use for our work
and Microsoft also start to develop and
in achieving a higher brand awareness.
produce components for this industry.
The low media budget is a limitation
Their innovations can be a huge oppor-
for a successful awareness boost with
tunity for future growth but also a threat
the use of paid media, other medias
against own business model.
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CONTENT MARKETING PLAN
This Content Marketing Plan is a strategic attempt to content marketing. It helps to create different goals that should be achieved in addition it is keeping track of the individual matters. This Plan can be seen as a guideline to make objectives achievable by creating strategies to help reach the goals. In our Plan we are using a customer lifecycle based on the Smart Insights RACE Planning model. This stands for: REACH: This stage is focused on the top of your perception. Its aim is to increase brand awareness and visits to the company websites, and social network sites. ACT: This stage is focused on increasing the number of visitors who interact with the web-content and who then convert into leads. CONVERT: This stage focuses on increasing conversion rates from leads to sales. ENGAGE: This stage is focused on increasing long-term customer engagement and loyalty leading to repeated sales and advocacy.
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CONTENT MARKETING MATRIX
This Content Marketing Matrix focuses on identifying any possible gaps in the current marketing efforts. The content marketing matrix is used to map relevant content in two ways to help identify the suitability of content to: 1. support the purchase process, 2. Achieve audience engagement. Our Content Marketing Matrix consist of activities taking place both internal, Sunery’s own publications, and external, Influencer Program. The external activities are only controllable to a limited extend.
The Internal content is used to inspire and to a certain extend
The use of internal content is meant to inspire the Influencer
control/ direct the external content. The internal content con-
program, extern, to produce a certain type of content. The ex-
sist of:
ternal content consist of: •
Viral (many-with-many)
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Infographics
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Videos
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Guides
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Blogs
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Press releases
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Community forums
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Demo Videos
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Reviews
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Product features
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Articles
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Case studies
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Ratings
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Checklist
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Demo Videos
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Calculations
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CONTENT PLAN TIMELINE
In this part a timeline is created for the Content Plan in order to have a clear order on when different parts of the plan will be completed. This timeline is not only internal but also shows the external influencer program. The content marketing timeline contains information on the matters of communication over the course of one year beginning in September. The timeline consists of two individual parts: Content Campaigns These are different campaigns, that are going to be launched throughout the year. Consisting of external content from the influencer program as well as content created by Sunery. Content Distribution This is the different channels we will be using to publish the content we will actively engage in Social Media, paid as well as owned. In addition to that we will be using Emailings and regularly updating the websites content. As earned media the newly created influencer program will work for Sunery.
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DELIVER TO THE OLD BRAIN
These “ads” are an example of a new ‘language’ for Sunery’s future communication. They are examples on a new style in how Sunery will communicate. They are not meant to be paid media which should be included in our marketing plan. The idea is to target each pain directly in this example the pain is to save money. The pain addressed is a homouristic illustration of a desperate attempt to save heating costs. You can not miss the evident claim in these ads of Sunery’s heaters being very cost efficient. Examples alike can and should be created for each of the claims.
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CREDITS
WORKS: Renviosé, Patrick & Morin, Christophe,. “NEUROMARKETING - Understanding the ‘buy buttons’ in Your Customer’s Brain” SalesBrain LLC, 2007. p. 19-68 WEB: •
Synery.de - http://www.sunery.de//infrarotheizung.html. Last visited 31.07.2015
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The green age - “Infrared Heating Panels” http://www.thegreenage.co.uk/tech/infrared-heating-panels/ Last visited 07.07.2015
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Association of the European Heating Industry - “Heating in the Energy and Climate Policy Framework” Last visited 07.07.2015
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RedWell - “Products” http://www.redwell.de/produkte/ Last visited 01.08.2015
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HubSpot - “6 Simple Ways to Tap Into the Power of Influencer Marketing” http://blog.hubspot.com/marketing/influencer-marketing-power last visited 15.07.2015
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Aufgesang - “Content-Marketing: Definition,Übersicht,Informationen & Interview” http://www.sem-deutschland.de/inbound-marketing-agentur/online-marketing-glossar/content-marketing-definitionuebersichtinformationen-interview/ Last visited 15.07.2015
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Content Marketing - “Was ist Content Marketing ? Was bringt es ?“ http://www.content-marketing.com/was-ist-content-marketing/ last visited 15.07.2015
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Onlinemarketing Praxis - “Definition Content-Marketing “ http://www.onlinemarketing-praxis.de/glossar/content-marketing last visited 27.07.2015
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UNCOMMON.LY - “The One-Page Content Marketing Plan” http://uncommonlysocial.com/one-page-content-marketing-plan/ last visited 15.07.2015
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PHOTOGRAPHY by Point Supreme
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S U N E R Y J U LY 2 0 1 5 JULIAN BRAND & NIKOLAJ MADSEN