1. Client Engagement & Discovery
Part II

2. Due Today!
Chapter 4 reading response on your blog Informal questions for client discovery process and informal audit of client communication channels

3. Today’s Session
Midterm Discovery Audience Competition Communication & Messaging

4. The Social Technographics profile
Most Influential {
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
Requires more
time and
knowledge
of tools
Organizers {
The Majority {

5. Research Marketing Sales Support Development Listening Talking
BUSINESS GOALS
Research
Marketing
Sales
Support
Development
SOCIAL OBJECTIVES
Listening
Talking
Energizing
Supporting
Embracing
SOCIAL STRATEGIES
Monitoring
Conversing
Rallying
Sustaining
Nurturing

6. Identify the BUSINESS GOAL
Define your SOCIAL MEDIA & PR STRATEGY
Align your SOCIAL MEDIA OBJECTIVES
Develop winnable campaigns to achieve each objective
LISTENING
TOOLS & TACTICS
TALKING
ENERGIZING
SUPPORTING
EMBRACING
ANALYZE & ADAPT
REPORT

7. Discovery Questions
What questions do you need to ask to gather information to develop an analysis and provide the right recommendations? ? ?
The Business ? ?

8. Discovery Questions: Forces
Internal
Needs and problems
Mission and goals
Products & services
Operations & governance
Uniqueness and position
Audience
People currently being engaged
People they need to engage
Perceptions and brand
External
Industry
Competition
Communication
Channels
Messages

9. Audiences
Personas Demographics Social Technographics

10. Audiences
How do we identify audiences? Where do we collect information? Interview business: Engagement with owners, managers and staff Interview customers: Find customers or target audiences Use Market Research Tools Use Social Media and other Tools to Listen Polls and Surveys

11. Who are your currently attracting?
Audiences
Ask Your Clients:
Who are your currently attracting?
Who would you like to attract?

13. Who is currently registering for your workshops?
Specimen Audiences
What 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?

14. Specimen Audiences Persona
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

15. Specimen Audiences

16. Who are your competitors?
Ask Your Clients:
Who are your competitors?
How are you unique?

17. Specimen Competitors
Danche Guitars: More tradition al music but some experimentation with builds

18. Specimen Competitors
Larson Brothers Guitar: Very traditional musically and with builds. Provide minimal high style experimentation

19. Specimen Competitors
Koentopp Guitars: Very Traditional guitars for tradition music, high styling and focused more on traditional aesthetics and form.

20. Specimen
Danche
Larson
Koentopp

21. Specimen Competitors SPECIMEN GUITARS LARSON GUITARS DANCHE GUITARS
Contemporary Music
SPECIMEN GUITARS
Experimental, varied and made for
contemporary rock and jazz music
Traditional Build
Experimental Build
LARSON GUITARS
DANCHE GUITARS
KOENTOPP GUITARS
Classical Music

22. Communication Strategy
Business Mission, Values & Beliefs Positioning Statement & Key Public Message Support Points & Supporting Public Messages Topics & Conversations

23. Communication Strategy
Business Mission, Values & Beliefs
The core intrinsic identity of the client’s business that sets the tone for the overall communication strategy and message development.

24. Communication Strategy
Business Mission, Values & Beliefs Example
Ask them to provide you with their mission statement
Specimen Mission Statement
Since 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.

25. Communication Strategy
Business Mission, Values & Beliefs Example
Ask your client what their values are
Specimen Values
Innovation
Experimentation
Customization
Simplicity
Craftsmanship
Aesthetics
Knowledge

26. Communication Strategy
Business Mission, Values & Beliefs Example
Ask them what their beliefs are
Specimen Beliefs
We 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

27. Communication Strategy
Positioning Statement & Key Public Message
The positioning statement should define 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

28. Communication Strategy
Positioning Statements & Key Public Messages
Specimen (example, key message 1)
Ask your client how they want to be perceived…
Specimen creates high-quality and unique musical instruments that are beautiful works of art.
Specimen offers guitar making workshops that teach innovative design & build approaches for artists, musicians and inventors alike

29. Communication Strategy
Support Points & Supporting Public Messages
The 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

30. Communication Strategy
Topics & Conversations
Topics and conversations are identifiable interactions where client key messages can be communicated, bridged or framed.
Specimen
Bands, clientele and touring
Guitar and other equipment
Music Videos
How-to repair guitars
Inventions
Etc…

31. 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

32. REVIEW OF Today’s Session
Audience Competition Communication & Messaging Developing Questions

33. Assignment
Complete 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 Turn in your Agreement Forms