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Sales and marketing in a down market

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David Schwartz
David Schwartz

Sales and marketing in a down market - How to sell value not price. This slide show focuses on selling the intrinsic value of niche and luxury brands rather than discounting.

Business
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Sales and Marketing in a Down Market: How to Sell Value Not Price Recession overview Understanding value Case studies Guerilla Marketing tools eMarketing tools Food trends
Sales and Marketing in a Down Market: How to sell value not price ,[object Object],[object Object]
This program was designed for premium, high value marketers ,[object Object],[object Object],[object Object],[object Object],[object Object]
About Presenters ,[object Object],[object Object],[object Object],[object Object],[object Object]
SOS at Fancy Food Show
Recession & Price cutting ,[object Object],[object Object],[object Object]
The recession ,[object Object],[object Object],[object Object],[object Object]
Recession in perspective
Price cutting in shrinking economy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Price cutting strategies ,[object Object],[object Object],[object Object],[object Object]
Understanding your market: Where to spend ,[object Object],[object Object],[object Object],[object Object],[object Object]
Maintain higher margins ,[object Object],[object Object],[object Object],[object Object]
Differentiation + Reinvention ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cost cutting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Understanding Value
Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rolls Royce – Aspirational value
Core value is “Brand value” Robert Mondavi
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Core value is “Brand value”
Value is “Presentation”
Value is “Presentation” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Value is “Benefit”
Value is “Benefit” ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: “Presentation”
Selling Value: Case study Godiva – “Presentation” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: “Exclusivity”
Selling Value: Case study Illy Coffee – “Exclusivity” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: “Service”
Selling Value: Case study Zabar’s – “Service” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Saul Zabar
Break :15 Next: Value Marketing Tools Guerilla Marketing eMarketing Traditional Marketing
Value marketing tools: High impact – Low cost ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Guerilla Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Guerilla Marketing: SOS Case History ,[object Object],[object Object],[object Object],[object Object]
Web site optimization/SEO ,[object Object],[object Object],[object Object],[object Object]
Pay Per Click/PPC Google AdWords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
E-Mail marketing-Pro Active ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Networking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Paid links: Use sampling to build customer database #1 Gmail link
Paid links: Use sampling to build customer database #2 Landing Page
Paid links: Use sampling to build customer database #3 Opt-in page
Traditional value media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Value selling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trends Giada De Laurentiis
Culture: Comfort, Rewards, Frugal, Benefits, At-Home ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Food: Variety, Simplicity, Frugal, Value, Benefit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ We cannot direct the wind, but we can adjust our sails” Bertha Calloway “We just stayed after it” Sam Walton “Sell value” SOS
Selected Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Q&A: Top 10 FAQ 2008 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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