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Ark your

marketing Here !. Ark your. Presented by Jennifer Messina Marketing Director. CAPS, CAM San Miguel Management. Marketing.

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Ark your

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  1. marketingHere! Ark your Presented by Jennifer Messina Marketing Director. CAPS, CAM San Miguel Management

  2. Marketing • “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”(American Marketing Association)

  3. Goal • Maximize Revenue and Generate Opportunities • Building Traffic • Repeat Business • Low expenses

  4. 4 P’s • PRODUCT- actual goods and services • PRICING- cost and market value • PROMOTION- branding and advertising to “promote” the product • PLACEMENT- how a customer receives the product or service

  5. 4 P’s

  6. +3 More = 7 P’s • PEOPLE- employees and management involved in the service • PROCESS- methods used to deliver the service • PHYSICAL EVIDENCE- experience of using a product or service

  7. 7 P’s

  8. Benefits of Marketing • Establish Brand Recognition- imprint a brand in the minds of customers • Gain and Retain Customers- provides market placement and establishes customer base • Identify Real Customers- identify potential and actual customers

  9. Benefits of Marketing • Provide Information- make people aware of the service • Save Time- promote sales and reach intended clientele faster • Establish Trust- makes customers choose the product over competition

  10. Benefits of Marketing • Encourages Referrals- increases positive word-of-mouth • Address Issues- clears up inhibitions or misunderstandings about the service

  11. Marketing will not provide results overnight! ROI can and should be measured, but marketing merely raises awareness of an operator, organization, or service. Marketing requires a certain tenacity, of both spirit and budget, but will reap rewards in the long run if implemented properly. REVIEW, REVISIT, AND REVISE!

  12. Developing the Marketing Strategy Target Market Communication Target • Three prime areas to identify in order to develop the marketing strategy Purchasing Target

  13. Target Market Who to aim marketing efforts towards: • Who your company wants to sell parking services to • They have an interest of what it is that your company has to offer

  14. Target Market Market Segmentation: • Demographics • Income levels • Age levels

  15. Target Market Focuses on that subset of prospects that have the greatest potential of becoming customers and generating revenue. Match strengths and offerings to the groups of customers most likely to respond to you. Allows companies to focus their resources more effectively and with a greater chance of success.

  16. Purchasing Target The individuals or businesses within a 3 to 5 mile radius that needs parking services and can actually afford to purchase it.

  17. Communication Target Different methods or styles that you will use to reach the defined target market or audience. The message sent through communication target can be presented both formally or informally.

  18. Focus on People In any marketing effort, the focus should be on the audience. Look through the eyes of the customer at each element of a marketing program.

  19. THE MANY FACES OF YOUR MARKETING PLAN *Social Media *Promotional Items *Signage *Guerrilla Marketing *Surrounding Businesses

  20. USING SOCIAL MEDIA OUTLETS INFORM + INTERACT + UPDATE • Facebook • Twitter • Craigslist • Websites • Email

  21. Facebook: use it as permanent ad space in the tech sphere to gain exposure to target markets • Create a “profile” with a company email address: this is your hub -From here you will create a “page” to build your brand -Choose a photo with your logo for your profile picture -Upload photos and videos that depict your location, events, and team members -This should be professional and informational; use the “about” section to describe your business and give your address, website, phone number and email address -Your goal is to collect “likes” once users find you and interact with them -

  22. Twitter: this will be instantaneous ad space to update followers with deals and news around your brand -Set up an account and follow competitors, surrounding businesses and other pertinent business contacts -Tweet promotions, updates and regular information about your company and relevant events

  23. Craigslist: you are always selling a product • Craigslist is a great space to regularly post your spots • Create a generic posting that highlights your company (security, price, availability, location) • Post under “Parking/Storage” in your area

  24. Websites: At some point all customers and potentials will interact with your website • It is the cornerstone of your online presence • It should lead to all other outlets • Should be easy to navigate • Not cluttered • Location and contact info easy to find

  25. Email: • Regularly communicated emails serve to remind and update customers • Monthly newsletter • Birthday Club • Coupons • Surveys

  26. PROMOTIONAL ITEMS -the chance to be bold and showcase your brand- ---------------------- TYPES DISTRIBUTION IMPRINT

  27. Promotional Items • Increase Awareness- reminds users of your brand message • Form of Business Card- contact information easily accessible • Mass Outreach at Low Cost- continually marketing your service • Promotion- hot ticket item will get people excited and talking

  28. Promotional Items MOST EFFECTIVE ITEMS • Office Supplies- daily use • writing pen or stress ball • Car related items • Visor CD cases, Windshield scrappers in cold climates, Car Trash bag/tote, air fresheners, window shades • Wearable Items- walking billboard • T-shirt or recycling tote • Beverage Containers- reusable • Coffee tumbler or water bottle

  29. Promotional Items IMPRINT • Property Name • Logo • symbolizes your company and provides an image nothing else can provide • Website • This gives them a place they can visit for more information • No Phone Number • Words are easier to remember without writing them down • Tag line if you have one • They communicate what your property is about

  30. Promotional Items Boomerang Message- items are given out but will return to the property such as a coupon Call to Action- single, focused command to your prospect such as “Like” us on Facebook or “Follow” us on Twitter

  31. Promotional Items QR CODES Scan and direct people to your website, Facebook, Twitter or any location of choice

  32. Promotional Items QR CODES • Size • A 1” square is recommended as a minimum for best scanning ability • Surface • Imprint on only smooth plastic, paper, painted metal, or flat even surface fabrics • T-Shirt Issues • Unstretched T-shirt fabric should be used but when it is worn, it may lose scanability • Color and Contrast • Dark colors are suggested. Do not imprint the code in white • Ink Imprints • Debossing, embroidery or laser engraving cannot be used successfully

  33. Promotional Items DISTRIBUTION • Where your target demographic hangs out Park or hike and bike trails • Businesses Nearby Medical Offices or retail locations • Community Events Trade shows or sporting events

  34. Promotional Items • Make sure that the items you are handing out coincide with the season and the location of distribution. • During Summer and Spring months hand out water, fans, water bottles and sunglasses to use with the heat. • During Fall and Winter months hand out coffee mugs, scarves, umbrellas and blankets to help with the colder weather. Don’t forget to incorporate holiday gifts.

  35. Signage TYPES -Exterior -Interior -Bandits -A frames -Banners Signage in and around your space will improve traffic and help create an awareness of your service. Determine what signage opportunities are available and what will get the most visibility.

  36. Signage RULES TO REMEMBER • Simplicity is the key • Well designed message • Bold and contrasting colors • Easy to read font • Include name, logo and website • Place in a highly visible area

  37. Signage WHERE CAN YOU PUT IT • Pillars • Posts • Floors • Ceilings • Exterior/Interior walls • Elevators • Neighborhood

  38. -Make sure to use bright, visible colors in the interiors of the garage.-Make sure towing warnings are visible and easy to find.-Make sure that the parking rates are easy to find and posted at entrances.

  39. Exterior of Building

  40. Directional Signage

  41. Elevator Signage

  42. Interior Elevator

  43. Exterior Signage

  44. Banners

  45. Guerilla Marketing Effective Ideas Include: -Flyers -Chalking -Stickers -Brochures

  46. Guerilla Marketing • Guerrilla marketing is an advertising strategy in which low-cost unconventional means are utilized, to convey or promote a product or an idea. • The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. • Involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources.

  47. Guerilla Marketing • Receipts • Printed tickets • Flyers • Chalking • Window paint • Social media contests • Promotional items

  48. Street Promotions

  49. Parking Garage Promotions

  50. Flyers

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