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“Nothing happens in business until someone sells something.”
We can help you do more business.
 
 (706) 621.7798  
Support@AthensSocialMedia.com 
www.facebook.com/AthensSocialMedia 
@ATHSocialMedia 
www.AthensSocialMedia.com 
Deliberate Marketing Decisions
BACKWARDS BLUEPRINT
MARKETING ANALYSIS

Athens Social Media 
Deliberate Marketing Decisions 
2 
 
What will we cover? 
1. Introduction 
 
2. Uncovery 
 
3. Benefits & Services We Can Offer 
 
4. Affirmations and Rebuttals 
 
5. Contact & Follow‐up 
 
 
People buy from people they Know, Like, and Trust…
We help you be that person to more people.

3 
 
Introduction – Why are we here? 
 
 
 
 
 
 
 
 
 
 
1. Leverage Concepts – We will help prepare and educate you on the 
concepts and incremental business opportunities that exist for your 
business on the Internet with the latest emerging technologies. 
2. Apply Strategy – We will work with you to discover and craft the best 
ways to utilize these concepts to create a strategy personalized for 
your business.  We know the concepts, you know your business. 
3. Implement Tactics – Given the best mix of time and dollar targets for 
your marketing budget we can either implement the tools and tactics 
for you or help guide you down a path that allows you to successfully 
implement with your team. 
 
Please read on for details, and we look forward
to working with you!

4 
What is the Path of Least Resistance for your business? 
The hardest part about integrated campaigns is the cramming of the square 
peg in the round hole.  Having a single, competitive strategy is good, but being 
unable to partition that strategy effectively into various marketing mediums wastes 
time and money.  Dividing up your weapons and using them right is not easy, but it 
pays… we are here to help you do that better. 
1. Goals ID. 
What is the one thing you want to get out of this experience?  Two & Three? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
 
2. Marketing Analysis IDs. 
How are you currently approaching each medium of brand exposure? 
 
a. Traditional Advertisements (TV, Radio, Mags, Newspapers, Billboards, 
Direct Mailers, DIY Coupons/Flyers, Coupon Books)  
b. Internet Advertising (Facebook, Google, Banner Ads, SEO, Review Sites, 
Group Buy Sites, Internet Video, Blogging) 
c. In‐store Relations (Window Signage, Receipts, Personnel Interactions, 
Table Tents, Line Signage, Receipt Tape) 
d. Professional Organizations (Networking, Events) 
e. Sponsorships (Events, Organizations) 
f. Strategic Partners or Influencers (Bloggers, Show Hosts) 
g. Social Influence Marketing (SIM)? (Feedback, Referrals, Social Media) 
h. Guerilla Marketing (Events, Press Releases, Creative Ideas) 
Successes? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________

5 
Challenges? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
3. Call to Action ID. 
What action do you want customers to take when they see your marketing? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
 
4. Market & Path of Least Resistance ID. 
Who are your top markets?  Think, who are those prospects that will be most 
likely to react to your call to action immediately AND are easiest to reach? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
5. Problem & Promise ID. 
What is the Problem you solve and what is your Promise to do so? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
 
6. Differentiator ID. 
Doesn’t your competitor say they do that too?  What is the one thing for which 
you want to be known as the absolute best and no one else can claim? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________

6 
7. Weakness ID. 
What is the downside to using your product/service?  Why may someone choose 
to go elsewhere?  Be honest!  We can often craft weaknesses and challenges into 
unique selling propositions when we are honest with ourselves. 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
 
 
8. Pricing ID. 
How do your rates compare to competitors?  Do you deliver incremental and 
quantifiable differentiating value for every dollar more your product or service 
costs or do you deliver similar value for fewer dollars?  How does pricing play into 
your branding?  Which of your offerings is most profitable? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
 
9. Believability ID. 
What are your best References & Referrals demonstrating your Promise 
delivered?   
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
 
10. Brand ID. 
What do people say your brand represents?  Does this match what you want?  
What is the one thing for which you want to be known? 
 
_______________________________________________________________ 
 
_______________________________________________________________ 
 
_______________________________________________________________

7 
 
11. Intersection ID. 
What are the exact moments when your customers are most likely to be thinking 
about, needing, or wanting your product or service?  What medium channels are 
available to them at that time? 
 
_______________________________________________________________ 
 
_______________________________________________________________ 
 
_______________________________________________________________ 
 
12. Funnel IDs. 
Intersections:____________________________________________________ 
Trust Building:___________________________________________________ 
Trickle:_________________________________________________________ 
Introductory:____________________________________________________ 
Continuity:______________________________________________________ 
Ideal:__________________________________________________________ 
 
Every step in the funnel
further establishes your
relationship with your
customers.

8 
 
13. Time IDs. 
How much time do you currently allocate towards marketing?  Future Target? 
_______________________________________________________________ 
_______________________________________________________________ 
 
14. Expense IDs. 
How much money do you currently allocate to marketing currently?  Future 
Target? 
_______________________________________________________________ 
_______________________________________________________________ 
 
15. Metric IDs. 
How can you measure it?  Think, what are the indicators you can measure and 
manage to help you and your team stay on track? 
_______________________________________________________________ 
_______________________________________________________________ 
_______________________________________________________________ 
 
16. Milestone & Success IDs. 
What is considered a success?  What changes would you like to see in your 
business and when do you envision them happening? 
Milestone #1:____________________________________________________ 
Milestone #2:____________________________________________________ 
Milestone #3:____________________________________________________ 
 
If you don’t know where you’re going,
Any road will get you there.

9 
How can we benefit you?  We can help you… 
• Get More Results – We bring you more customers, so you can focus on what you 
do best.  That’s all any of this means. 
 
• Develop Consistency – We help you build systems for your business from 
training to sales to delivery, so you can provide a consistent and efficient 
experience every time whether it is you or someone on your staff.  In short, we 
help you work ON your business instead of IN your business. 
 
• Increase Efficiency – We can help you leverage existing technologies, systems, 
and ideas – we don’t recreate the wheel to get the same results.  We understand 
the value of the end objective and finding the Path of Least Resistance to get 
there. 
 
• Respect Customer Intelligence – We don’t work just to work or overcomplicate 
things to our customers to jack up pricing, and we know you don’t either.  
Throughout any project you are more than welcome to ask questions and dive 
behind the scenes.  In fact, for every service we offer we provide training so it 
always your decision as to whether you would prefer to do it yourself or 
continue to work with us.  It pays enormous dividends for our business.  We can 
help you structure your customer relationships around similar principles. 
 
• Clarify Your Message – We have developed a systematic process for crafting a 
message to clearly communicate your products and services in terms that your 
customers can understand.  Remember – it’s not what you say, it’s what they 
hear. 
 
• Be Realistic – We have built our services to provide Just the Right Amount of 
Customization and Support, so you can fit it into your time and dollar targets for 
your marketing. 
It’s never what you say. It’s what they hear.
 
REMEMBER, THE CUSTOMER OWNS
YOUR BRAND. NOT YOU!

10 
What are the services we offer? 
• Website Development 
o Professionally Designed Site 
o Search Engine Optimization with keyword auto‐tagging 
including auto search engine and directory submission 
o Automatic Daily Backups of content 
o Auto‐Detect Mobile Versions 
o Analytics software to track usage and volume 
o Client handover training and unlimited access training videos 
o Complete Social Media Integration 
o Online Store Checkout 
 
• Creative Review & Planning 
o Backwards Blueprint and Implementation to create campaigns 
to earn customer’s attention and galvanize engagement 
o Custom developed campaigns for each project and market 
group 
 
• Creation and Distribution of Media & Engagement 
o Social Media, Videos, Newsletters, SMS Text Messaging 
o Content Creation & Copyrighting 
o Video & photography 
 
• Training Systems Development 
o Building systems within your organization for training or 
internal use purposes 
 
• Pitch Crafting & Delivery 
o We can help you craft marketing and sales materials for short 
and long sales cycles including crafting a compelling message 
to incite a call to action via internet and print materials and 
training 
 
• Ongoing Support 
o Support Packages available for every service we offer

11 
What are our Specific Opportunities Together? 
 
 
 
 
 
 
 
 
Trying to change someone’s behavior is exhausting for you… and for them.
We can help you reach customers where they
are already hanging out.

12 
What are your questions? 
Rebuttals – What are your concerns? 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Affirmations – What gets you excited?

13 
Where do we go from here? 
• ASM’s Action Items: 
o  
o  
o  
o  
o  
• Your Action Items: 
o  
o  
o  
o  
o  
• Your Contact Info: 
o Phone: 
o Email: 
o Mailing: 
• Our Contact Info: 
o Phone: 
o Email: 
o Mailing: 
• Next Time to Regroup 
o When?  __________________________________ 
o Where? __________________________________ 
o Who? ____________________________________ 
 
Thank you for your time, and we look forward to
speaking with you soon!
 
 (706) 621.7798  
Support@AthensSocialMedia.com 
www.facebook.com/AthensSocialMedia 
@ATHSocialMedia

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