1. www.incisive-marketing.com © Incisive Marketing Limited 2010
Customer Driven Marketing Plans & Strategies
“Strategic Marketing With Everyday Items”
Jeff Bartlett

2. www.incisive-marketing.com © Incisive Marketing Limited 2010
 Marketing is (at least in principle) very simple.....
“Identifying & Satisfying Customer Needs Profitably”
 Marketing plans needs to focus on the Customer
– What does our potential customer look like?
– What product (service) do they need or desire?
– How much will they be willing to pay?
– How will we communicate with them to generate opportunities?
– How will we manage & measure the sales journey to derive profit?
Introduction

3. www.incisive-marketing.com © Incisive Marketing Limited 2010
Cakes....Widgets....Wallets....Jigsaws....Funnels

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Cakes: Are for Market Segmentation
Identifying Your Slice of the Cake
 B2Consumer: Demographics
– Sex, Age, Social Grade (ABC1C2DE), Location, Marital Status
– Baby Boomers, Generation X, Generation Z, Silver Surfers
 B2Business: Firmographics
– Revenues, Employees, Location, Industry (SIC)
 Be realistic about your REACHABLE Market
– Satisfy the needs of your slice of the market

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Widgets: Are for defining the Product
Delivering the “Must Haves” & Creating Desire
 Functionality, Features...
 Size, Colour...
 Quality, Warranties...
 Packaging, Brand Identity...
 Service, Delivery...
 “Bit of Magic”

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Wallets: Are for the Price the Customer will Pay
Use the Pricing Pyramid for “Right Pricing”
Luxury
Niche
Mid-Market
Mass-Market

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Cakes....Widgets....Wallets....Jigsaws....Funnels

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Jigsaws: Are for Deciding how to Communicate
Clear Message, Right Audience, Engaging Communications
– Less is More in Marketing Communications

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“Traditional” Marketing Jigsaw
Sponsorship
Events & Exhibitions
Market Research
Advertising
Point of Sale
Hospitality
Telemarketing
PR & Media
Relations
Direct Marketing
Literature
Promotional
Gifts
Web & New Media

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“Digital” Marketing Jigsaw
WEBSITE
Business Social
Media (LinkedIn)
Customer Insight
(Market Research)
Pay Per Click
Advertising
Viral (YouTube)
Consumer Social
Media (Facebook)
Search Engine
Optimisation
On-line Public
Relations
Email Marketing
Broadcast Social
Media (Twitter)
On-line
Directories
Banner Advertising

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Funnels: Are for Forecasting, Planning & Measuring

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Funnels: B2B Sales Funnel (Forecasting)

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Funnels: B2B Traditional Marketing (Planning)

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Funnels: B2B Digital Marketing (Planning)

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Funnels: B2B Website Activity (Measuring)

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Cakes....Widgets....Wallets....Jigsaws....Funnels

17. www.incisive-marketing.com © Incisive Marketing Limited 2010
The Product Offering of Choice in Your Target Market
 Characteristics of Brand Power
– Reputation
– Loyalty
– Referals
– Evangelism
 Results of Brand Power
– Gross & Net Profits above the Industry norm
– Continuous Revenue Growth
– Growing Market Share
Delighted Customers: Create BRAND Power