July 29, 2016—Elite Worldwide held its latest free webinar on Wednesday, a four-part series of free marketing webinars.
The first webinar discussed how to identify your shop’s ideal customer, while the second laid out how to set a marketing budget.
This week’s webinar, presented by Elite’s Bob Cooper and Jen Monclus, discussed the most effective ways to reach your ideal customer.
After establishing your budget, Elite said to decide on a theme you want to incorporate into your shop’s strategic plan, whether it's a focus on children’s charities, environmentalism, or military veterans. Think about why the ideal customer would choose to come to your shop. After those decisions have been made, Cooper said the next step is to select the colors, images, tagline and the core messaging that will resonate most with the ideal customer.
Monclus continued to emphasize the importance of knowing your ideal customer with the next step: Determine the best strategy for reaching your ideal customer. This is a big-picture strategy, Cooper said.
“Your investment is completely predicated on who you are trying to reach,” Monclus said.
Monclus then offered some more tips on brand development. Ensure all company names, associated names and URLs are available, ensure the right individuals are working on the project, ensure complete ownership of all created items, and consider embedding a mission statement in the messaging.
Some ways to reach ideal customers include your staff, your existing customers, fully developed websites, reviews, social media, community-based programs and more. The most successful ads have a strong emotional appeal, Cooper and Monclus said. They also have well designed, strong visual elements.
The final Elite webinar will take place at 10 a.m. PST on Aug. 3. More information on how to participate in the webinar can be found on Elite’s website.
Here is the full webinar:
