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AT&T Ad Solutions Content Marketing SegmentationSTAGE NEED TOPICS CONTENT FORMAT PERSONAS PAIN
POINTS VERTICAL DESIRED ACTION
Awareness & Education (Early)Unaware of Problem
Getting Customers (Multiple
platforms)
Grow Your Small Business with Effective Advertising Techniques, 8 Ways To Attract Customers Now, Best Ways to Engage Your Customers on Facebook, 6 Ways SMBs Can Benefit from Linkedin, 5 Common Advertising Mistakes, Worst SMB Ad Campaigns, http://www.chicagobusiness.com/article/20120201/BLOGS06/120209993
BLOG POSTS, WHITEPAPERS, GUIDES, NEWSLETTERS, VIDEO DEMOS
Influencers: Print Plus, Savvy Spenders, Strategic Investors, Progressives
Guidance needed: unsure how to grow business, where to find customers, if reaching customers, missing customers, Unaware of all advertising methods
Contractors, Lawyers, Restaurants
Read More, Comment, Subscribe, Share
Awareness & Education (Mid) What Needs Fixing
Getting Noticed
(Visibility, Stand out)
101s, how tos, How to create an advertising plan BLOGS, WEBINARS, QUIZZES: How to write a business plan, 5 Steps to a Successful Advertising Plan, What Louis CK Can Teach Us About Seeling Digital Content: http://www.blogworld.com/2011/12/28/what-louis-c-k-can-teach-us-about-selling-digital-content/
Lack of time and $ to research options, Confidence needed to fix issues, experiment with new solutions
Restaurant, Medical, Automotive
Read More, Comment, Subscribe, Share, Sign up
Awareness & Education (Late) Solutions Available
What Google Places is Missing, Why Groupon is the Worst Marketing Tactic http://www.retaildoc.com/blog/groupon-worst-marketing-business/
INFOGRAPHICS (Local Insights Report) REPORTS, BLOGS, WEBINARS, NEWSLETTERS, Online and offline events, Latest small business events in your area, How to Promote Offline Events Online
I'm missing out on ad opportunties and a target market I can't connect to
Read More, Comment, Subscribe, Share, Sign up
Interest & Research (Early) Proof of Experience
Read More, Comment, Subscribe, Share, Sign up
Interest & Research (Mid) Proof of Experience
Best Direct Marketing Techniques Hot or not: Sales and Marketing trends in 2012
Sign up, Talk to Sales
Interest & Research (Mid-Late) Proof of Experience
Connecting with customers through social media How and Why To Use Twitter for Small Businesses, Top Social media sites for Small Businesses Guide, Using Foursquare to Attract Customers,
AT&T AD SOLUTIONS MESSAGE MAP: Unique Value Proposition and Key BenefitsWHAT SMBS
NEED TO KNOW
PAIN POINTS BY PERSONA
Limited time, money & knowledge (all)
Need to stand out from competitors (Strategic Investors)
Not sure what their advertising needs are (all)
Unsure how to grow their businesses (all)
Risk averse Getting customers
Getting noticed Getting recognized
FEATURES THAT RELIEVE PAIN POINTS
PAIN POINTS FOR SPECIFIC
VERTICALS
FEATURES THAT RELIEVE PAIN POINTS
KEY VALUE PROPOSITIO
N
BENEFITS TO SMB
CUSTOMERS
We make the most of your marketing and advertising budget
Our team of local marketing experts provide personal guidance for creating a strategy
that will help you get ready-to buy customers.
AT&T AD SOLUTIONS MESSAGING ARCHITECTURE
WHO WE ARE WHO WE'RE NOT WHO WE'D LIKE TO BE
A full service/ suite of products/ one stop shop advertising/ marketing company
An advertising marketing agency
A lead generation/new business company
A multi-media marketing company
Sesaoned marketing and new media experts
Online advertising leader Passionate and driven, we have the experience, people power and track record to help all small to mid sized businesses succeed on a shoestring budget.
A service provider to grow your business - from online and print solutions to mobile search platforms
A proven leader and resource for effective marketing strategies that work the first time for small and medium suzed local businesses.
We have the network and resources to build and promote your business
We successfully create custom marketing programs that effectively reach potential customers.
A thought leader
Small business advertising marketing solutions
local marketing consultants to help identify your target audiences, develop strategies to optimize your marketing programs.
"Leads leader for local sales"
A service which connects small business advertisers with consumers
The trusted source for end-to-end marketing solutions for Small Business (ASCP: About Us)
Your most trusted marketing and advertising mentors who successfully grow your local businesses.
Ad Solutions is the expert on “connecting consumers with your businesses across multiple platforms and in your local targeted markets”
A one-stop advertising shop
Ad Solutions offers new ways for small and medium size businesses to market and drive sales through their advertising and marketing efforts.
The leading provider of targeted solutions for small and medium sized local businesses
ATTRIBUTESDoes content communicate these attributes? Which content?Ex: Trust and responsiveness: Testimonials, Case Studies and Success Stories communicate values (through those content types).
CurrentOther ATT properties
Offers personalized attention testimonialssales team/consultants
Understands local lay of the landlocal insight reports
Offers customized marketing options newsletters articles
Highlights marketing opportunities SMBs may have missed newsletters articles
Helps me experiment with new ways of marketing newsletters articles
Manages online conversations newslettersarticles, sales collateral
Our marketing solutions nurture local businesses online and offline
newsletters, customer video testimonials articles
Offers services that are a good value for small businesses
customer video testimonials
Helps me understand the most cost effective way to reach more customers
Has fantastic customer service
customer video testimonials sales collateral
Shares in the risk
Offers convenience, ease of usedemos, video testimonials
Provides believable proof that new advertising tactics will work before I buy sales collateral
Time and cost effective solutions
Won't recommend what I don't needHelps me measure results
USP ADJECTIVESlocal neighborhood communitysmall bizsmall businessmid sizemediummarketing promoting publicizing sellingservices resourcessolutions answers resultsexperts specialists professionals leaders mavens virtuosi gurus
trailblazers pioneersgroundbreakers forerunners innovators advisers