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Marketing

Marketing. Strategic Plan. Culture. Stakeholder Values. Value Statement. Shareholder Values. SW Internal Assessment. SWOT. Vision Statement. OT External Assessment. Long Term Objectives. Mission Statement. Strategic Analysis & Choice. Tactics & Goals. Financial Projections.

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Marketing

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  1. Marketing

  2. Strategic Plan Culture Stakeholder Values Value Statement Shareholder Values SW Internal Assessment SWOT Vision Statement OT External Assessment Long Term Objectives Mission Statement Strategic Analysis & Choice Tactics & Goals Financial Projections CSF, Controls & Evaluation

  3. THE 4 P’s OF MARKETING

  4. Issues… with the 4P’s • Outsourcing Product Development • Predatory Pricing • Price vs.Value • Evolving Marketplace • Declining Brand Loyalty

  5. How Do We Go Beyond the 4P’s?

  6. SAY HELLO to…The Four R's • Successful marketing campaigns in today’s economy need to go beyond the Four P's of marketing, and capitalize on the Four R’s… Product Relevancy Place Retrenchment Relationship Promotion Reward Price

  7. SAY HELLO to…Relevancy • Relevancy: • Identify and Retain Customers • Become a Trusted Source of Information • Intelligently Targeted Products & Services • Small Businesses have the advantage • Customer Relationship Management • - The Mackay 66

  8. The Mackay 66 • Customer Profile • 66 Questions • www.harveymackay.com

  9. SAY HELLO to…Relationship • Relationship: • Delight the Customer • Touch Points • Meet Wants & Needs • Sell the Experience • - Disney

  10. SAY HELLO to…Retrenchment • Retrenchment: • Baby Boomers are beginning to retire • Gen X – Filling the Void • Generation Y – The Millenials • Go to your Customers • Use Technology

  11. SAY HELLO to…Reward • Reward: • Know your Customer’s Values • Design Rewards Accordingly • Rewards Can Be: • Money, Time, Recognition, Fun

  12. Remember the Four R's Product Relevancy Place Retrenchment Relationship Promotion Reward Price

  13. SAY HELLO to…Concierge Marketing • As a result, one-to-one marketing will be a must for most businesses. The winners tomorrow will be the companies that figure out how to take steps using personal attention, online and other technologies to improve, enhance, personalize, and deepen customer relationships. This is Concierge Marketing. • "In fact, the age of concierge marketing is ideal for small and midsized businesses. Their flexibility and ability to customize make small businesses especially suited to this style of business -- far more so than the traditional, large Fortune 500 Company." Elliot Ettenberg

  14. Thought • "Smart advertisers are those who set out to win the customer's heart long before he/she needs their product. Their only goal is to be the company that he/she thinks of first and feels the best about whenever their need arises. Smart advertisers make no attempt to predict the moment of the customer's need but buy enough repetition to ensure they will immediately spring to mind whenever such need arises."Roy H. Williams

  15. Remember Marketing is your face to the world…

  16. Marketing Strategy READY AIM FIRE • Use the SWOT • Long-Term Objectives • Identify Target Markets • Position Yourself • Set Measurable Goals • Communication

  17. Target Market • Demographics • Age, Income, Race Zip Code, Sex, etc • Psychographics • Likes & Dislikes • Motivations • Activities

  18. Positioning Segmentation + Differentiation Demographics + Psychographics Ability to Buy + Reason to Buy • How you POSITION your product makes all the difference

  19. Branding - What is a Brand

  20. Old-School Branding

  21. Corporate Branding

  22. Branding Defined A System of Shared Values. A Promise of expected Product, Service or ExperienceDon’t Break PromisesTo Customers

  23. Branding Identity The outward expression of the brand, including its name and visual appearance. The brand's identity is the means of consumer recognition & is the symbol of the brand's differentiation from competitors.

  24. Branding-Top Worldwide Brands $67 Billion $59 Billion $59 Billion 1. Coca-Cola, 2. IBM, 3. Microsoft, 4. General Electric, 5. Nokia 6. Toyota, 7. Intel, 8. McDonalds, 9. Disney, 10. Google

  25. Branding What Does Your Brand Represent? What is Your Brand Worth? WHAT WOULD YOU LIKE IT TO BE?

  26. Marketing Communications (MARCOM) THE EXECUTION OF YOUR MARKETING STRATEGY • Medium • Reach • Frequency • Rate • CPM = costo per mille Cost per Thousand

  27. Relationship Marketing • Direct Selling • Public Relations • Promotions • Online • Advertising

  28. Direct Selling • Best Form of Relationship Marketing • Not Always Possible • Directly Engages Customers

  29. Public Relations • Not Paid For • Brand Awareness • Credibility • Events • Media • Press Releases

  30. Promotions • Give-away • POP • Events

  31. Online • Your Website • Industry Sites • Blogs • Sponsorship • Links • Video • Social Networking

  32. Advertising A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad. Donny Deutsch • Concept • USP • Headline • Copy • Offer • Call to Action

  33. Advertising Mediums • TV • Magazine • Newspaper • Outdoor • Radio • Direct Mail • POP Displays • Internet Pros & Cons To Each

  34. Questions…

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