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Self-Promotion

IMC Marketing Presentation
by

Lauren Seto

on 29 November 2012

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Transcript of Self-Promotion

Marketing Yourself
for Dating Step 1:
Describe your Unique Selling Proposition STEP 2: Define your Target Market STEP 3: Positioning Pyramid of Communication Effects 1. Status Why are you valuable ?
Walmart sells bargains, Apple sells the cool factor, Mercedes sells Luxury
What is your competitive advantage that sets you apart?
Answer their question: "what's in it for me?"
Walmart - Always Low Prices
Apple - Think Different
Mercedes - The Best or Nothing Tired of Being a Lone Wolf? SELF
PROMOTION Self-promotion begins with the basic product for sale - you. You have to believe in the product to sell the product. Strength Weakness Opp Threat SWOT ANALYSIS (cc) image by anemoneprojectors on Flickr bad at math? ask the cute girl for help Turn weaknesses into strengths and
threats into opportunities no money to go out? get creative with a date! INTERNAL
FACTORS EXTERNAL
FACTORS got muscles? help the new girl move in 2. Finance 3. Family 4. Occupation 5. Education Smooth talker or flirt? this may be seen as a
red-flag 1. Look at your current dating pool
2. Check out competition
3. Analyze demographics 4. Analyze psychographics Is the target too narrow?
Will my target really benefit from me? Will they see a need for it?
Do I understand what drives my target to make decisions?
Can I afford my target?
Can I reach them with my message? Are they easily accessible? 5. Evaluate your decision With low motivation information is processed through the peripheral route

o Be likeable
o Be attractive
o Use something to capture their attention

Higher motivation will enable them to process arguments through the central route

o Make a good argument now, you have their attention Elaboration Likelihood Model Science of Persuasion Principle of Liking
o Get them to like you

Reciprocity
o Treat others as how you would like to be treated

Social proof
o Get their friends to like you

Consistency
o Back up your talk with actions

Authority
o Become an expert on a topic

Scarcity
o Play hard to get, people want what they can’t have 90% Internet Dating Pros:
•Effective at segmenting and targeting the desired market
•Efficient and direct
•Simple to create a desired brand Cons:
• Lack of information
• Differentiation
• Costly Effective to an extent, but not most best online method Social Network Hierarchy 1. Facebook

a. Information is widely available

b. Likes, interests and associations and important moments of your life are all found here

c. Where most people will go to learn about your brand 3. Instagram

a. Use images to help create strong brand loyalty

b. Good posts will keep potential partners repeatedly checking your social networks

c. Evoked set 2. Twitter

a. More of an insight into daily life

b. Opinions and more personal thoughts are shared allowing the consumer to become engaged on an emotional level More on Social Networking • Information Overload vs. Scarcity
• Word of Mouth
• Social Proof
• Virality STEP 4: Marketing Methods Direct Marketing • High involvement, not impulsive

• Before deciding consumers will ultimately need to experience

• Have to go to customers You see a gorgeous girl at a party.
You go up to her and say, “I am very rich. Marry me!”
That’s Direct Marketing.

You see a gorgeous girl at a party. One of your friends goes up to her, points at you and says, “He’s very rich. Marry him.”
That’s Advertising.

You see a gorgeous girl at a party. You go up to her and get her telephone number. The next day you call and say, “Hi, I’m very rich. Marry me.”
That’s Telemarketing.

You see a gorgeous girl at a party. She walks up to you and says, “You are very rich.”
That’s Brand Recognition.

You see a gorgeous girl at a party. You go up to her and say, “I’m very rich. Marry me.” She gives you a nice hard slap to the face.
That’s Customer Feedback. So, What is Marketing?
Full transcript