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Basic Marketing for Smart Music Store Owners. Scott Robertson, APR. What We’ll Cover. Definitions of Marketing Brief History Why it Matters to You Elements of a Marketing Plan Your Marketing Plan. So What is Marketing?.
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Basic Marketing for Smart Music Store Owners Scott Robertson, APR
What We’ll Cover • Definitions of Marketing • Brief History • Why it Matters to You • Elements of a Marketing Plan • Your Marketing Plan
So What is Marketing? • AMA defines as “two way communication process to sell goods and services to an audience • Kotler says “marketing is the most important discipline a company can learn
Brief History Lessons • Early 1900s – “you can have it in whatever color you want as long as it’s black” • Mid-1900s – Mass media = pushing a message to the masses • Late 1900s – Mass media but with targeted messages
Brief History Lessons • 2000s – “the Groundswell” People distrust business like never before and retreat to small social circles (enabled by technology) for their messages
Why Should I Care? • Successful companies use marketing strategies and techniques • You’re probably doing it anyway, but understanding the vocabulary will help • It changes frequently and you have to keep up
Element of Marketing • Goals • Objectives • Strategies • Tactics
Origins? • Warfare
Let’s Do One • Goals: • Objectives: • Strategies: • Tactics:
Thank You!!!! scottr@namm.org twitter.com/scottrNAMM