Write down at least three most important messages to your target market segment using the following format.

• Capturing attention
  • Write the exact wording of a message that would capture your brand AND capture your target market segment's attention.
  • Discuss what techniques or marketing motivations that you are using, and why you thin that this is best for your target market segment.
• Capturing emotion
  • Write the exact wording of a message that would capture your brand AND capture yourtarget market segment's emotions.
  • Discuss what techniques or marketing motivations that you are using, and why you thin that this is best for your target market segment.
• Capturing Understanding
  • Write down how you would share information that would best help your target market's segment understand the important details about what you do.

• Discussion Thread 2 (two responses)

Comment on two other students' initial responses, and add specific recommendations on what they should add, modify, and delete from their responses to make their responses even better and more compliant with the grading criteria). (Due Sunday for full credit).

PROFESSOR'S GUIDANCE FOR THIS WEEK'S LE:

For your learning engagements for this class, you will need to pick a company that you have worked for, that you work for now, that you want to work for, or that you want to create. You will be applying all of the marketing that we cover in this class specifically to this company. Go beyond just general topics that apply to every business.

The purpose of messages is more important than the messages that you write. In reality you will have to test marketing messages to see what really works, but for this exercise, take your best guess.

• Purposes of messages can include
  • Capture attentions
  • Capture emotion
    • Story Telling
      • Heros story
      • Marketing Story
      • Pivotal Moment Story
  • Movie customers to the next step
  • Create Customer Engagement

• Marketing Motivations
  • Fear
  • Guilt
  • Greed
  • Exclusivity
  • Social acceptance ("everyone in this group is doing it")

• Marketing Techniques
  • Repetition
  • Association
  • Priming

Examples:

Fresh Hot Pizza Delivered in 30 Minutes or Less Dominos Pizza

Where it absolutely, positively has to be there overnight FedEx.

Were number two. We try harder. Avis

The milk chocolate melts in your mouth, not in your hand. M&M

A diamond is forever. De Beers

• benefit that is a promise with meaningful specifics with a guarantee. If you define your USP narrowly, it will give you a stronger appeal.
  • Meaningful specifics mean that you specify the benefit. Look at Dominos example: They are not going to deliver your pizza sometime but within 30 minutes. It has a specific timeframe. They are taking two benefits that are what clients hate about delivered pizza. They hate it when its cold, and they hate it when its late.
  • You need to have meaningful specifics in your USP. The meaning will be a benefit to your ideal customer, client or patient.
  • The last part is a guarantee. If you can guarantee an outcome that your ideal prospect will love, use that in your USP.

Locbit (a real startup company) Example

	Attention	Emotion	Understanding
Customer Action	Go to Video	Go to Website	Book Appointment Form
Technique	Motivation: Greed Unanswered Questions	Motivation: Fear Case Study: Heros Journey	Website Motivation: Greed
Message	The #1 thing you can do to subtract 10 30% off every energy check you write	Easiest Room Upgrade Ever	Make money starting next month
Media	email	Video	Text, & graphics