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Webinar - Developing Marketing Strategy

Slides from our Free Webinar: Developing Marketing Strategy. Developing and implementing a Marketing Strategy is sometimes an elusive pursuit. This may be because the term itself has different meanings, some of them vague and others quite narrow. Yet, most marketers agree that having a sound Marketing Strategy provides direction and enables success. This free webinar will present a methodology for developing an effective Marketing Strategy, presenting a process that includes understanding core values, vision and market situation before determining objectives and developing strategy. It is ideal for marketing managers and executives whose companies rely on them to lead the marketing function. Watch the Webinar On-Demand @ http://www.demandmetric.com/content/webinar-developing-marketing-strategy

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Webinar - Developing Marketing Strategy

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  1. Webinar - Developing Marketing Strategy Developing & Executing TODAY’S AGENDA Marketing Strategy  The Methodology Knowing where you’re going and  Corporate Values & Vision how to get there!  Situational Analysis  Objectives A Demand  Strategy Creation/Refinement Metric Webinar Presenter: Jerry Rackley VP of Marketing & Product Development jerry@demandmetric.com© 2012 Demand Metric Research Corporation. All Rights Reserved.

  2. Our Goal“They say no man is an island. False. I am anisland and this island is volcanic. And it is aboutto erupt with the molten hot lava of strategy.” Dwight Schrute, Assistant to the Regional Manager Dunder-Mifflin Paper Company © 2012 Demand Metric Research Corporation. All Rights Reserved. Our Goal“They say no man is an island. False. I am anisland and this island is volcanic. And it is aboutto erupt with the molten hot lava of strategy.” Dwight Schrute, Assistant to the Regional Manager Dunder-Mifflin Paper Company © 2012 Demand Metric Research Corporation. All Rights Reserved.

  3. What is a Marketing Strategy?A document describing where you’re going, why andhow you plan to get there. Corporate Marketing Strategy Aligned with corporate values & vision. Provides the foundation for product planning & marketing. Product A Product B Marketing Marketing Plan Plan Drives the Marketing Communications process & plan. Marketing Communications Plan © 2012 Demand Metric Research Corporation. All Rights Reserved. What is a Marketing Strategy?A document describing where you’re going, why andhow you plan to get there. Corporate Marketing Strategy Aligned with corporate values & vision. Provides the foundation for product planning & marketing. Product A Product B Marketing Marketing Plan Plan Drives the Marketing Communications process & plan. Marketing Communications Plan © 2012 Demand Metric Research Corporation. All Rights Reserved.

  4. How does a Marketing Strategy work? Defines who you are and how you function. Directs the investment of your limited resources to the greatest opportunities. Filters interesting but non-strategic distractions. © 2012 Demand Metric Research Corporation. All Rights Reserved. How does a Marketing Strategy work? Defines who you are and how you function. Directs the investment of your limited resources to the greatest opportunities. Filters interesting but non-strategic distractions. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  5. Marketing Strategy Plan Methodology 38-page methodology in six stages Download References 22 Demand Metric tools Overview: » Identify the foundation of any marketing strategy: values & vision. » Analyze & assess your current situation » Plan and document your strategy The primary deliverable of this methodology is a plan that documents your Marketing Strategy. © 2012 Demand Metric Research Corporation. All Rights Reserved. Marketing Strategy Plan Methodology 38-page methodology in six stages Download References 22 Demand Metric tools Overview: » Identify the foundation of any marketing strategy: values & vision. » Analyze & assess your current situation » Plan and document your strategy The primary deliverable of this methodology is a plan that documents your Marketing Strategy. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  6. Marketing Strategy DevelopmentMany paths or just one way? Marketing Strategy DevelopmentMany paths or just one way?

  7. Developing Marketing Strategy… …is largely an exercise in asking the right questions! © 2012 Demand Metric Research Corporation. All Rights Reserved. Developing Marketing Strategy… …is largely an exercise in asking the right questions! © 2012 Demand Metric Research Corporation. All Rights Reserved.

  8. Corporate ValuesStrategic marketing planning has to start here: What are your Corporate values? How should they influence your marketing strategy? DownloadCorporate values will change little if any during a firm’s existence. © 2012 Demand Metric Research Corporation. All Rights Reserved. Corporate ValuesStrategic marketing planning has to start here: What are your Corporate values? How should they influence your marketing strategy? DownloadCorporate values will change little if any during a firm’s existence. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  9. Vision – what’s yours?The corporate vision should create energy and direction Creates a picture of the preferred future. Unity of understanding and effort. The execution of your Marketing Strategy gives wings to your vision. Your vision Download here. © 2012 Demand Metric Research Corporation. All Rights Reserved. Vision – what’s yours?The corporate vision should create energy and direction Creates a picture of the preferred future. Unity of understanding and effort. The execution of your Marketing Strategy gives wings to your vision. Your vision Download here. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  10. . Vision TestHow “real” is your vision? Ask 10 people in the company what the corporate vision is. » Same answer from all 10 people: » Three or four different answers: » 10 different answers: © 2012 Demand Metric Research Corporation. All Rights Reserved.

  11. . Vision - implicationsWhat are the marketing implications of your vision? What markets does your vision direct you to serve (or not serve)? What opportunities within these markets is your firm uniquely qualified to exploit? » What are your Core competencies? DownloadThe goal: ensure marketing’s alignment with the business © 2012 Demand Metric Research Corporation. All Rights Reserved.

  12. . Current SituationAssess what is going on with your: Company Brand Customers Industry Competitors © 2012 Demand Metric Research Corporation. All Rights Reserved.

  13. . ObjectivesDevelop Marketing Objectives from Business Objectives  Example: © 2012 Demand Metric Research Corporation. All Rights Reserved.

  14. . Create/Refine StrategyDefine actions in these areas:  Markets  Products  Communications  Infrastructure © 2012 Demand Metric Research Corporation. All Rights Reserved.

  15. . Markets & ProductsWhich markets and with which products?Risk: Lowest: Market Penetration Moderate: Product Development Market Development Highest: Product Diversification © 2012 Demand Metric Research Corporation. All Rights Reserved.

  16. . MarketsWhat do you need to know about your chosen markets?(And, what is a market?) Current Markets:  What is your market share?  Who is the market leader? New Markets:  How accessible are these new markets?  What is the market potential?  Do these markets know you have solutions to their problems? © 2012 Demand Metric Research Corporation. All Rights Reserved.

  17. . ProductsHow you will support market decisions with products? Will current products serve chosen markets?  Update your Product Marketing Plan(s). Are new products required to support chosen markets?  Work with Product Management to create a Product Development Plan. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  18. . Other Strategy Considerations How will you manage your brand? What partnerships & alliances will support your strategy? What type of communications plan is needed? What are the infrastructure requirements to support your strategy? © 2012 Demand Metric Research Corporation. All Rights Reserved.

  19. . What comes next? Document your strategy » Budget » Dashboard Communicate internally Revisit it often Develop supporting plans: » Product Marketing Plan(s) » Product Development Plan(s) © 2012 Demand Metric Research Corporation. All Rights Reserved.

  20. . Summary Begin with understanding core values & vision. Ask (and get quality answers to) the right questions. Set objectives. The core of your plan is which markets you’ll serve with which products. Develop supporting Marketing Communications & Product Development plans. © 2012 Demand Metric Research Corporation. All Rights Reserved.

  21. . How We Can Help Methodologies » Marketing Strategy Planning » Marketing Communications Planning » Product Marketing Planning » Product Development Planning Marketing Strategy development & auditing services © 2012 Demand Metric Research Corporation. All Rights Reserved.

  22. . A final thought on strategy“However beautiful the strategy, youshould occasionally look at the results.” Sir Winston Churchill © 2012 Demand Metric Research Corporation. All Rights Reserved.

  23. . Contact Us Telephone: 866.947.7744 (Toll-free North America) 408.335.4355 (International)Web: www.demandmetric.comEmail: info@demandmetric.com jerry@demandmetric.com © 2012 Demand Metric Research Corporation. All Rights Reserved.

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