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Social Media Advertising to find New Overseas Customers – Food & Drink
Agenda
• Introduction• Levels of understanding• Audiences and customers• Which Platform• Stories, content and audiences – Dieter Lloyd – Pam Lloyd PR• What do we need to think about?• Coffee• Social Media Objectives• Export for Growth Programme Introduction• Advert Creation
Q: What is the most important question you need to answer when marketing a product or service?
A: Who buys your stuff?© www.whobuysyourstuff.com
Exercise:Build three personas of people that would buy your product or service.
Men aged 30-50
£30-90,000
IT or creative industries
The audience
Q: What is the 2nd most important question you need to answer?
A: Where do they hang out?
Exercise:For each persona, where do you think they ‘hang out’ online.Where do they get information?What sites do they read?Where do they shop online?
Q: What is the 3rd most important question you need to answer?
A: What is the proposition?(message)
Exercise:For each persona create a message or an idea for them and think about where you would place that message.
Audience
Proposition
Hang out
Impact
Exercise:Under the headings of Paid, Earned, Shared and Owned come up with tactics for marketing to one of your personas.
Which platform?
Social Media Objectives
The Website Is Dead!
The Website Is FUNDAMENTAL!
Q: What is the most important factor that people take into account when buying online?
A: Trust
What do you want them to
do?
Internationalizing your advert
“25% off all hampers.”
