Wayforward X Traction

Strategic Recommendations for Wayforward 2045

Traction

Centralise yourself in your community and be brave.

Tapping into the "health-trend" on TikTok

Build an audience persona

Index

Overview

This video here discusses and simplifies our goals for us.

Marketing is mostly common sense. You have Key Performance Indicators you want to maximise and goals you want to hit. All of your marketing activity should be attached to these KPIs and Goals. If it doesn't clearly pull in the way of the goal, bin it. Your Goals Short-Term Increase conversions (offline sales, shop) Increase footfall (offline sales, shop) Long-Term Boost brand reasonance with non-sustainability advocates Build an audience of supporters offline/digital Please note I've focussed on shop goals as we haven't got our website up to full speed yet. KPIs: Commercial Number of sales per week Number of shop visitors per day Marketing Number of reposts on TikTok/Instagram Number of positive engagements on TikTok/Instagram

Overview

Strategic Advice

Your audience is split into 4 segments: Demographic Data: an analysis of whole societies or just groups of people. Some examples of demographics are age, sex, education, nationality, ethnicity, or religion, to name a few. Geographic Data: an analysis of location-based data, this could be at nation, region, city, town or village-level. Psychographic Data: an analysis of audience-behavour, traits, thoughts, beliefs and communication. Medium (where do they live): Each audience has a "social home" this refers to where they tend to consume information. This could be a newspaper, a facebook community, tiktok hashtag or even a local parish. Tip: Good marketers personify their audience. They give them a name and a face. It makes it easy and simple to comprehend when you are creating content as you will be thinking of your audience not as a set of segmented data points but as a genuine human being.

Audience 2: Local Lawrence 40-70 years old, interestred in the local area and new interesting shops opening up, he is up for the whole sustainability gig and likes to do good, especially if it's local. He is setting up for retirement after years in Civil engineering and lives on local Facebook groups involving his community. He enjoys a pub quiz thursday at his local bar.

Audience 1: Healthy Heather 18-30 years old, interestred in Hyrox, run-clubs and meal-prepping. She is a university graduate who works a corporate job. She lives in North Ayrshire and goes on frequent holidays. She lives on TikTok and engages with diet and prep ideas along with videos of different functional works outs.

Think of it like this:

Before you begin to start your campaigns, it's important to research your audiences you want to target. Virality and success doesn't happen by incident (usually) it's accomplished with a pin-point understanding of who you are targetting.

Build an audience persona

TikTok food carousel images There are a number of trending diets out there. I.e carnivore diet The 18-30yr old bracket are reasonting most with carouselled images of plates of food which are natural and healthy. Look at hashtags like: #carnivorediet #75hard You can go on TikTok and also find trending music, this is really import.

18-30 years olds are moving away from clubs and booze. People don't just want to be "ripped" they want to be healthy. Here is how you can capitalise on this.

Tapping into the "health-trend" on TikTok

Ways we could centralise ourselves in the community Create food challenges with the local gyms Run a shock & awe PR stunt at Fitfest Run challenges in Facebook community groups Create a run-club Do a talk at the local place of worship Take these ideas and go further. Make something that people will talk about for weeks and months.

When we are looking at building footfall and creating a real connection with the community, the best way to do this is to centralise ourselves in the community. We should be "brave" and look to do more creative collaborations with our local stakeholders.

Centralise yourself in your community and be brave.

Digest this information, talk about it as a team. Let's reconnect next week and discuss the advice.

Next Steps: