Now, you may be asking yourself: “what the heck is she talking about?”
Before I explain, let me first assume that you have eaten in a restaurant at least once in your lifetime – a restaurant with waitstaff, printed menus, and a chef. Or, let me also assume that you have all seen at least one cooking show on cable or Netflix (even if that cooking show was Disney’s Ratatouille).
Yes? Great! Here it goes…
The Chef at a restaurant is the strategist:
- What food pairs well together? (protein, vegetable, starch, wine)
- How do you plate the dish so it looks appetizing to the guests? (plate presentation)
- How does the dining experience make them feel after the meal? (cared for, happy, full)
- How does the atmosphere of the dining area draw people in? (casual, formal, or festive)
The Chef knows their restaurant and what appeals to his/her diners… and just as importantly, what does not appeal to them! A Chef does not cook alone, nor does he/she serve the food to the customers (you’ll have to wait for parts 2 and 3 to find out how those two things relate to your marketing.)
Now, let’s look at this from the Chef of Marketing perspective:
The Chef of Marketing is the strategist:
- What are the demographics of your ideal client? (region, revenue, industry, income)
- What types of marketing work well together? (social, radio, print, email, etc.)
- How do you write the message to appeal to the audience? (humor, technical, solution-based)
- Does your clients’ experience keep them coming back or refer others?
- Where does your audience hang out and how do I reach them there? (are they online, at conferences, sporting events, etc.)
Being able to determine the strategy is a critical step to launching a functioning marketing solution at any organization. And, the first step in determining that strategy is knowing your audience. You won’t find beef wellington at a fast-food drive-thru, just like it is unlikely you will find chicken nuggets at a fine dining restaurant. Defining your audience helps you define your message, gain their attention, and eventually their business.
Ask yourself these questions (better yet, ask your team these questions too):
- How do we describe our ideal client, both decision-makers and influencers? (industry, total revenue, geographic region, product offering, growth mindset)
- What organizations fit that description? (if you list over 50, start in small chunks – target 25 of them, then as you build a relationship with each one, keep adding to the target list)
- What is it about our product/service that will solve a business problem for them and how is it best presented to them? (and no, it’s not being cheaper than the competition)
- Who at our ideal client (job title or function) understands how we can help solve their problem(s) and where do they hang out? (social, conferences, etc.)
- What can we say to help them better understand how we can help them solve their business problem?
By starting with some basic questions to better define your target audience, it will drive your overall marketing strategy, help to create the content, and determine the best medium to use to reach your audience.
Not sure where to start? I’d be happy to help!
Be sure to check out Part 2 as we look at staffing your Marketing kitchen.