Marketing: Marketing: It Its Your Business s Your Business

normaldeerManagement

Nov 20, 2013 (3 years and 6 months ago)

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Marketing:
Marketing:
It
It


s Your Business
s Your Business
Marketing
Marketing
Westwind
Small Business Management
Marketing
Marketing

Marketing
Marketing

Branding / Co-Branding
Branding / Co-Branding

Branding Strategies
Branding Strategies

Marketing Plan
Marketing Plan

Guerilla Marketing
Guerilla Marketing
Westwind
Small Business Management
What is Marketing?
What is Marketing?

Marketing is NOT sales, it leads to sales
Marketing is NOT sales, it leads to sales

Marketing is:
Marketing is:


The process of planning and executing
The process of planning and executing
the conception, pricing, promotion, and
the conception, pricing, promotion, and
distribution of ideas, goods, and services
distribution of ideas, goods, and services
to create exchanges that satisfy individual and
to create exchanges that satisfy individual and
organizational objectives.”
organizational objectives.”


- American Marketing Association (AMA)
- American Marketing Association (AMA)


Westwind
Small Business Management
What is Marketing?
What is Marketing?

Think about marketing as:
Think about marketing as:

Inbound:
Inbound:

Research, messaging, positioning
Research, messaging, positioning

Outbound:
Outbound:

Ads, PR, etc.
Ads, PR, etc.
Westwind
Small Business Management
The Four P
The Four P


s of Marketing
s of Marketing

Product
Product

What you offer is what they need
What you offer is what they need

Pricing
Pricing

Aligned with sense of value and competition
Aligned with sense of value and competition

Placement
Placement

Make it easy to buy!
Make it easy to buy!

Promotion
Promotion

Express your value proposition!
Express your value proposition!
Branding
Branding
Westwind
Small Business Management
What is a Brand?
What is a Brand?



A
A
name, sign or symbol
name, sign or symbol
used to identify items or
used to identify items or
services of the seller(s) and to differentiate them from
services of the seller(s) and to differentiate them from
goods of competitors.“
goods of competitors.“

"Simply put, a brand is a
"Simply put, a brand is a
promise
promise
. By identifying and
. By identifying and
authenticating a product or service, it delivers a pledge
authenticating a product or service, it delivers a pledge
of satisfaction
of satisfaction
and quality."
and quality."
Westwind
Small Business Management
What is a Brand?
What is a Brand?

"A
"A
set of assets (or liabilities)
set of assets (or liabilities)
linked to a brand's
linked to a brand's
name and symbol that adds to (or subtracts from)
name and symbol that adds to (or subtracts from)
the value provided by a product or service…"
the value provided by a product or service…"

"A brand is the most valuable real-estate in the world,
"A brand is the most valuable real-estate in the world,
a
a
corner of the consumer's mind
corner of the consumer's mind
.“
.“

"A brand is a
"A brand is a
collection of perceptions
collection of perceptions
in the mind
in the mind
of the consumer.“
of the consumer.“
Westwind
Small Business Management
What is a Brand?
What is a Brand?

Key Points:
Key Points:

Brands are not necessarily positive!
Brands are not necessarily positive!

Building a positive brand takes effort
Building a positive brand takes effort

It is critical to actively manage and
It is critical to actively manage and
maintain your brand
maintain your brand
Westwind
Small Business Management
What is Co-Branding?
What is Co-Branding?

Co-branding is the practice of using
Co-branding is the practice of using
multiple brand names together on a
multiple brand names together on a
single product or service
single product or service
(or a group of products or services)
(or a group of products or services)

Leveraging one brand to enhance another
Leveraging one brand to enhance another

Examples? … They’re all around!
Examples? … They’re all around!
Westwind
Small Business Management
Branding Strategies
Branding Strategies

Goal: To create a
Goal: To create a
brand promise
brand promise
that creates
that creates
emotional connections
emotional connections
1.
1.
Grounded in the brand’s core values
Grounded in the brand’s core values
2.
2.
Clearly relevant and engaging to
Clearly relevant and engaging to
your target market
your target market
3.
3.
Able to create some sort of positive
Able to create some sort of positive
emotional attachment beyond
emotional attachment beyond
just being “good”
just being “good”
Westwind
Small Business Management
Branding Strategies
Branding Strategies
4. Repeated internally and externally
4. Repeated internally and externally
within your organization
within your organization
5. Adaptable to the business climate
5. Adaptable to the business climate
6. Continually reinforced
6. Continually reinforced
7. Consistent across advertising
7. Consistent across advertising
and marketing mediums
and marketing mediums
8. Known and echoed by business partners
8. Known and echoed by business partners
Marketing Plan
Marketing Plan
Westwind
Small Business Management
Develop a Marketing Plan
Develop a Marketing Plan

Know and understand your customers
Know and understand your customers

Communicate your value proposition
Communicate your value proposition

Take an integrated approach
Take an integrated approach

Build a relationship with your customers
Build a relationship with your customers

Brand your business & products/services
Brand your business & products/services

Allocate sufficient funds!
Allocate sufficient funds!

Use “guerilla marketing” methods
Use “guerilla marketing” methods
Westwind
Small Business Management
Know Your Business
Know Your Business

Company Image
Company Image

Key Messages
Key Messages

Experience/Promise
Experience/Promise

Consistency/Trust
Consistency/Trust

Audience
Audience
Westwind
Small Business Management
Know Your Customers
Know Your Customers

What’s the problem?
What’s the problem?

What’s your solution?
What’s your solution?
Product/Service
Product/Service

Ask “Why should I care?”
Ask “Why should I care?”

Why is your product/service better?
Why is your product/service better?

Better, faster, cheaper?
Better, faster, cheaper?

What is your “
What is your “
sustainable market advantage
sustainable market advantage


… your “
… your “
value proposition
value proposition



Understand your customer’s buying decision process
Understand your customer’s buying decision process
Westwind
Small Business Management
Know Your Goals
Know Your Goals
Increase:
Increase:
1.
1.
The number of
The number of
customers
customers


2.
2.
The
The
average transaction amount
average transaction amount
3.
3.
The
The
frequency of repurchase
frequency of repurchase



Collect the right data
Collect the right data

Evaluate your results!
Evaluate your results!
Westwind
Small Business Management
Know Your Goals
Know Your Goals
Examples:
Examples:
1.
1.
Increase total sales by 20%
Increase total sales by 20%
2.
2.
Increase gross margin to
Increase gross margin to
more than 25%
more than 25%
3.
3.
Increase share of (product) sales to
Increase share of (product) sales to
65% of total
65% of total
Marketing Communication
Marketing Communication
Westwind
Small Business Management
Marketing Communication:
Marketing Communication:
Key Messages for Target Audiences
Key Messages for Target Audiences

Create awareness
Create awareness

Make a positive impression
Make a positive impression

Communicate key information
Communicate key information

Generate enthusiasm
Generate enthusiasm

Motivate action
Motivate action
Westwind
Small Business Management
Keys to Effective
Keys to Effective
Marketing Communication
Marketing Communication

Target your
Target your
audience
audience

Define your
Define your
message
message

Select the
Select the
format
format

Describe the
Describe the
treatment
treatment
Westwind
Small Business Management
Expressing Your Business
Expressing Your Business

Name of your company
Name of your company

Tag line
Tag line

Elevator speech
Elevator speech

Logo
Logo

Collateral materials, ads, etc.
Collateral materials, ads, etc.
Marketing Methods
Marketing Methods
Westwind
Small Business Management
Integrated Marketing
Integrated Marketing

Advertising
Advertising
= Paid
= Paid

Public Relations
Public Relations
= Free!
= Free!

Promotions
Promotions

Personal Selling
Personal Selling

Specific campaigns
Specific campaigns
for specific objectives
for specific objectives

Cross-promote!
Cross-promote!
Westwind
Small Business Management
Marketing to Sales
Marketing to Sales
Launch
Direct Mail
Advertising
PR
SEO
Website
Brochure
Sales Call
Purchase
Westwind
Small Business Management
Marketing Channels
Marketing Channels
Public relations
 PR campaign
 Press releases
 Publication search
 Forward feature search
 Publicity stunts
Off-line
 Newspaper & magazine 
 Outdoor Ads
 Radio & television
 Direct mail
 Door drops & inserts
Trade Shows
 

In-store ads

On-line
 Websites
 Search Engine
Optimization 
 Pay per Click
 Online banners
 Email marketing
 SMS messaging
 Viral marketing
 
Branding
 Logos
 Stationery
 Brochures
 Flyers
 Newsletters
 Signage
 Exhibitions
 
Westwind
Small Business Management
Marketing Channels
Marketing Channels

Radio and television
Radio and television

Newspapers, magazines, direct mail
Newspapers, magazines, direct mail

The Web, e-mail
The Web, e-mail

Outdoor and transit advertising
Outdoor and transit advertising

Directories
Directories

Trade shows and special events
Trade shows and special events

In-store ads and promotions
In-store ads and promotions

Point-of-purchase ads
Point-of-purchase ads
Westwind
Small Business Management
Marketing Budget
Marketing Budget

Four Budgeting Strategies:
Four Budgeting Strategies:

What you can afford
What you can afford

What the competition spends
What the competition spends

A fixed percentage of sales
A fixed percentage of sales

Objective-task allocation
Objective-task allocation

Key: Whatever it takes to
Key: Whatever it takes to
get the job done!
get the job done!

Money’s not the issue, creativity is!
Money’s not the issue, creativity is!
Westwind
Small Business Management
Leverage Your Resources
Leverage Your Resources

Co-marketing
Co-marketing

Shared advertising
Shared advertising

Public relations
Public relations

Use “guerilla marketing” techniques
Use “guerilla marketing” techniques
Westwind
Small Business Management
Guerilla Marketing
Guerilla Marketing

What is “Guerrilla Marketing”?
What is “Guerrilla Marketing”?



A body of unconventional ways of pursuing conventional goals”
A body of unconventional ways of pursuing conventional goals”



A proven method of achieving profits with minimum money”
A proven method of achieving profits with minimum money”

Don’t pay for advertising
Don’t pay for advertising
when you can get PR for free!!
when you can get PR for free!!



Viral” Marketing:
Viral” Marketing:
Get others to market for you
Get others to market for you
Westwind
Small Business Management
Guerilla Marketing
Guerilla Marketing

Based on human psychology instead of
Based on human psychology instead of
experience, judgment, and guesswork.
experience, judgment, and guesswork.

Primary investments:
Primary investments:
time, energy, and imagination
time, energy, and imagination


Westwind
Small Business Management
Guerilla Marketing
Guerilla Marketing

The primary statistic: profits, not sales
The primary statistic: profits, not sales

Concentrate on how many new relationships
Concentrate on how many new relationships
are made each month
are made each month

Create a standard of excellence
Create a standard of excellence
with an acute focus
with an acute focus
(instead of trying to diversify by offering
(instead of trying to diversify by offering
allied products and services)
allied products and services)
Westwind
Small Business Management
Guerilla Marketing
Guerilla Marketing

Aim for more referrals, more transactions
Aim for more referrals, more transactions
with existing customers,
with existing customers,
and larger transactions
and larger transactions

Concentrate more on cooperating
Concentrate more on cooperating
with other businesses
with other businesses
Westwind
Small Business Management
Guerilla Marketing
Guerilla Marketing

Always use a combination
Always use a combination
of marketing methods
of marketing methods

Use current technology
Use current technology
Westwind
Small Business Management
Examples: of
Examples: of


Guerilla Marketing
Guerilla Marketing



Press releases
Press releases

Give-aways, donations & sponsorships
Give-aways, donations & sponsorships

Demonstrations
Demonstrations

Viral e-mail, on-line multimedia
Viral e-mail, on-line multimedia

Street art
Street art

Be creative!
Be creative!
Westwind
Small Business Management
Give Your Customers
Give Your Customers



Give them
Give them
time
time

Give them
Give them
information
information

Give them
Give them
attention
attention

Speak to their needs, not yours
Speak to their needs, not yours

Be patient!
Be patient!
Westwind
Small Business Management
The Product Lifecycle
The Product Lifecycle
Westwind
Small Business Management
Beware of Environmental Factors
Beware of Environmental Factors

Competition
Competition

Economics
Economics

Political
Political

Legal
Legal

Collusion
Collusion

Predation
Predation

Market share (monopoly)
Market share (monopoly)

Tying
Tying

Technological
Technological

Social
Social
Go For It!
Go For It!
Westwind
Small Business Management
Marketing Basics = Web Basics
Marketing Basics = Web Basics

Tag Line
Tag Line

Value Proposition
Value Proposition

Sustainable Market Advantage
Sustainable Market Advantage

Elevator Speech
Elevator Speech

Site Map
Site Map

Cool Headings
Cool Headings

Products/Services
Products/Services

About Us
About Us