I’ve created a ton of marketing strategies.
I’ve studied thousands of marketing strategies.
And the common denominator in very successful marketing strategies is the use of the SAVE framework.
Squarespace has made a killin' using it.
Create a successful marketing strategy 🧵
I’ve studied thousands of marketing strategies.
And the common denominator in very successful marketing strategies is the use of the SAVE framework.
Squarespace has made a killin' using it.
Create a successful marketing strategy 🧵
For decades marketers used the framework of the 4Ps.
It was created in the 1960s.
It stands for:
1. Product
2. Price
3. Promotion
4. Place
The problem is the 4Ps focus on the product, instead of the solutions for consumers.
Today, the framework needs to be consumer-centric.
It was created in the 1960s.
It stands for:
1. Product
2. Price
3. Promotion
4. Place
The problem is the 4Ps focus on the product, instead of the solutions for consumers.
Today, the framework needs to be consumer-centric.
Enter the SAVE framework.
SAVE stands for:
1. Solution
2. Access
3. Value
4. Education
Where the 4Ps is product/price-centric.
The SAVE framework is problem/solution-centric.
Let's breakdown the SAVE framework piece by piece.
SAVE stands for:
1. Solution
2. Access
3. Value
4. Education
Where the 4Ps is product/price-centric.
The SAVE framework is problem/solution-centric.
Let's breakdown the SAVE framework piece by piece.
1. Solution
In the past, strategies focused too heavily on the product.
The oohs and aahs. The bells and whistles. And ignored the problems it solves for consumers.
Today, that strategy should be solution-based.
Consumers want to know how you can solve their problems asap.
In the past, strategies focused too heavily on the product.
The oohs and aahs. The bells and whistles. And ignored the problems it solves for consumers.
Today, that strategy should be solution-based.
Consumers want to know how you can solve their problems asap.
2. Access
Before the internet, we had to physically drive to buy a product or to be entertained.
Today, brands need to meet consumers where they are or they’ll get left behind.
That means frictionless access to your products and content.
Less barriers = More conversions
Before the internet, we had to physically drive to buy a product or to be entertained.
Today, brands need to meet consumers where they are or they’ll get left behind.
That means frictionless access to your products and content.
Less barriers = More conversions
3. Value
During the industrial era, it was all about the best product at the best price.
Things have changed.
Today, price is determined by value.
If you focus on the value your service/product creates then consumers don’t mind paying the price.
During the industrial era, it was all about the best product at the best price.
Things have changed.
Today, price is determined by value.
If you focus on the value your service/product creates then consumers don’t mind paying the price.
4. Education
Promos aren't’ enough to get consumers to purchase anymore.
Consumers want to be informed. If they are informed -- they’ll act.
Focus on educating consumers with the information that gives them the confidence to act.
Promos aren't’ enough to get consumers to purchase anymore.
Consumers want to be informed. If they are informed -- they’ll act.
Focus on educating consumers with the information that gives them the confidence to act.
The more you understand how this framework works in today’s landscape, the more you’ll notice brands use it.
One that’s killing it currently is Squarespace.
I dissected their marketing strategy and here’s the breakdown.
One that’s killing it currently is Squarespace.
I dissected their marketing strategy and here’s the breakdown.
1. Solution
Squarespace provides you with all the tools you need to build a business online today.
No experience. No coding. No problem.
From end to end, Squarespace's messaging focuses on how they can get your online business up and running in no time without the hassle.
Squarespace provides you with all the tools you need to build a business online today.
No experience. No coding. No problem.
From end to end, Squarespace's messaging focuses on how they can get your online business up and running in no time without the hassle.
2. Access
Squarespace does an amazing job of meeting consumers where they are.
Search them? Their homepage can get you started in seconds.
On a social platform? Their ads can get you started in seconds.
Little to no friction to start solving your problem.
Squarespace does an amazing job of meeting consumers where they are.
Search them? Their homepage can get you started in seconds.
On a social platform? Their ads can get you started in seconds.
Little to no friction to start solving your problem.
3. Value
If you dissect their ads, landing pages, copy etc you’ll notice it all screams value.
It focuses on:
No design experience - templates for diff business types
Online business - ecomm made easy
Need marketing - offer email and social marketing
All in one place.
If you dissect their ads, landing pages, copy etc you’ll notice it all screams value.
It focuses on:
No design experience - templates for diff business types
Online business - ecomm made easy
Need marketing - offer email and social marketing
All in one place.
4. Education
Squarespace puts on a masterclass on educating their consumers.
Their paid marketing focuses on educating consumers about how Squarespace solves their problems.
Their content marketing educates consumers with simple how-tos to turn their dream into reality asap.
Squarespace puts on a masterclass on educating their consumers.
Their paid marketing focuses on educating consumers about how Squarespace solves their problems.
Their content marketing educates consumers with simple how-tos to turn their dream into reality asap.
If this thread helped you, follow @alexgarcia_atx because I'm dropping a marketing thread like this one for the next 43 days.
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Takeaways: Use the SAVE framework to create a consumer-centric marketing strategy.
S - Solution
A - Access
V - Value
E - Education
S - Solution
A - Access
V - Value
E - Education
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