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Integrated Marketing National Wetlands Symposium March 2012

Integrated Marketing National Wetlands Symposium March 2012. Today’s Discussion. Marketing or magic? Elements of the marketing mix So what?. What is marketing?. Smooth talking salesmen? Media releases and advertising? Mind reading and magic?. What is marketing?. A philosophy

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Integrated Marketing National Wetlands Symposium March 2012

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  1. Integrated Marketing National Wetlands Symposium March 2012

  2. Today’s Discussion • Marketing or magic? • Elements of the marketing mix • So what?

  3. What is marketing? • Smooth talking salesmen? • Media releases and advertising? • Mind reading and magic?

  4. What is marketing? • A philosophy • Returns achieved by satisfying customer needs

  5. The traditional marketing mix Product/ Service/ Experience Place Target Market Promotion Price Underpinned by research & competitor analysis

  6. Product/ Service/ Experience Positioning Partners Target Market Place People Price Promotion An extended marketing mix Underpinned by research & competitor analysis

  7. So what? • Provides a sense of purpose and direction • A check point for any ideas we come up with • Saves time and money

  8. How do I apply this? • Social marketing • Focus on behaviours • Exchange of costs and benefits • Targeting • Customer perspective • Identify barriers • Strategy first, tools second • Promote doable actions and behaviours • Integrated communications • Take advantage of successful campaigns

  9. Where are your customers at? Remind of experience and benefits, offer similar experiences Emails etc. Sustained Behaviour Change Reduce barriers to enjoyment On site Stimulate action, Provide logistical information, remove barriers action, must-have effect Special/trial offers, Behaviour Change Attitude Change Raise interest, increase knowledge, identify barriers, credibility, communicate benefits, create desire Trial, WOM, testimonials, reviews, Media release, website, shows, WOM Awareness and Education Get attention, raise awareness, recommend a solution and get them started planning

  10. What might a marketing strategy look like? • Situation Analysis – where are we now? • Organisation analysis – who are we and what are we offering? (7ps) • Customer analysis – who’s our customer? • Competitor analysis – what are others offering? (7ps) • Climate analysis– what’s going on that could influence? • Objectives & measurement – where to we want to be? • Strategies & tactics – How will we get there? • Target audience/s • 7p’s • Budget • Schedule • Evaluation

  11. Exercise

  12. Product/ Service/ Experience Positioning Partners Target Market Place People Price Promotion

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