WORKSHOP
Target Profile Workshop
CUSTOMER PROFILE WORKSHOP
Expected outcomes if you attend the workshop.
When you complete the Target Profile workshop you have a deeper understanding of the strategic connection between your customer’s buying cycle and your business cycle. The insight and practical knowledge you gain from attending is immediately applicable to your business. You’ll emerge with a deeper understanding of your most profitable customer’s motivation and journey in the buying cycle and the framework to build better creative that truly sets you apart in your marketplace.
Customer Profile Workshop Overview
Join Paul Sterett and the White Hart Insight team for a live virtual workshop to dial in on your most profitable customer’s target profile.
The Target Profile workshop is a good fit for you if:
You’re a marketing director, small business owner, or entrepreneur responsible for the strategy and creative direction for your company.
Your new customer growth is stunted and slow.
You’re tired of your marketing collateral being lost in a sea of mediocre creative.
You’re ready to create distinction from your competitors.
You’re willing to commit to putting the work in and doing what needs to be done.
If you’re in the pursuit of marketing that is more effective and brings a greater return on investment, specifically, you are in pursuit of better customers, this workshop will help you identify customers who are better qualified, spend more money, and keep coming back to continue to spend money on your goods or services.
The Target Profile Workshop is focused on:
Who will be receiving your message
What your message needs say
Where your message will be delivered
When your message will be received
How your customer will interact with your message
Much of your effort to find better customers is focused on where your advertising is showing up, the media you are paying to air your advertisement. Some effort is put into creating the message for the medium, but not enough effort is put into creating the message for the target profile of the customer you are trying to reach.
In the world of marketing, conversation about marketing strategy and media buying center around groups of customers expressed as demographics. Demographics have a place and time where they are important, but to have a rightly ordered marketing strategy the focus on demographics needs to be, well, in the right order.
How did being introduced to this content change my life?
Seven years into my ad sales, Account Executive, role at one of the largest media companies in the country, I was crushing being mediocre.
That all changed when I was introduced to how people actually make buying decisions.
It was my responsibility to qualify a prospect, “custom build” a TV buy, and facilitate producing a commercial for the buy. My training when I started was a bag of popcorn and a few VHS tapes teaching me how to “sell”. I mostly hit my budgets each year. Day in and day out I looked for prospective clients. I closed some and put most on my call back sheet.
Being in cable ad sales, there was never a lack of inventory to sell a business. There was always new programming coming out and live sports of all types. It was easy to get lost in focusing on the programming. I would create amazing decks with network logos, programing info, and “added value”. At the very end before we needed to be on air, I’d bring in my producers and we’d crap out a :30 commercial filled with all the “important” things a client just had to jam in.
Life was a thrill. Our entire team was in a race to hit our budgets and get the flashiest :30s of noise on air for our clients.
Only there was a major problem. Nothing worked very well. Life became a grind with clients hopping from one medium to another trying to find which ones actually worked. What I was doing wasn’t sustainable and was a waste of time and money for my clients.
Then, in an area winter training meeting, I learned about the process by which all consumers make their buying decisions. This changed everything! I’ll never forget the ride home. My mind was racing. I realized how unimpressive I was at my job (which was a bummer) and at the same time what incredible new knowledge I gained. I was so excited about my new insight that it nearly erased the sting of the reality of my mediocrity.