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Semelhante a Re-Wiring Your Marketing Machine (20)
Re-Wiring Your Marketing Machine
- 2. First, check the engine
Second, look at the pistons
Third, thoroughly examine the promotion
piston
Fourth, review spark plugs that fire the
promotion piston, particularly social
networking
Last, look at re-wiring your thinking about
your engine
©2009
www.mycleardirections.com
- 3. Main objective of marketing is to
create customer value
◦ Usually involves an exchange between buyers and
sellers or between other parties
◦ Has an impact on the firm, its suppliers, its
customers, and others affected by the firm’s
choices
◦ Frequently involves enduring relationships between
buyers, sellers, and other parties
◦ Processes involved include ―creating,
communicating, delivering, and exchanging
offerings‖
©2009
www.mycleardirections.com
- 4. Product
◦ Developing a tangible good or service exchanged
for money or other goods and services
Place
◦ Determining the distribution of those goods and
services
Price
◦ Setting the value placed on those goods and
services
Promotion
◦ Creating the methods used to generate
awareness, trial and purchase of goods and services
©2009
www.mycleardirections.com
- 5. Pricing is the only part of the
marketing mix which brings in
revenue.
Once a price has been
set, consumers will often show a
great deal of resistance to any
attempts to change it.
Pricing frequently has important
flickr.com
implications for the positioning of a product.
Price is the marketing mix variable for which a
competitive response can be most quickly implemented.
©2009
www.mycleardirections.com
- 6. Modernly called ―Integrated Marketing
Communication‖
Advertising: traditional and on-line
◦
Public relations: traditional and on-line
◦
Social networking
◦
On-line marketing: Webinars, e-mail, blogs, podcasts,
◦
RSS feeds
Trade promotion
◦
Sales promotion
◦
Personal selling or network marketing
◦
In-store displays
◦
Samples
◦
Premium items
◦
©2009
www.mycleardirections.com
- 7. Advertising
flickr.com
◦ Paid messages placed in specific media
Public relations
Providing information to the media in the hopes of getting news coverage
◦
Often less expensive and usually more credible than advertising
◦
Poses a risk : we can’t control what the media will say
◦
Very useful tool for small and growing businesses—especially those that
◦
make a product which is inherently interesting to the audience
Social networking (one of the newer spark plugs)
◦ The grouping of individuals into specific groups
◦ Though possible in person, especially in schools or in the workplace, it is
most popular on-line since the internet is filled with millions of individuals
who are looking to meet other internet users to develop friendships and
business relationships
◦ Resources
LinkedIn, Facebook, Twitter, Affluence, Plaxo, Classmates, etc.
©2009
www.mycleardirections.com
- 8. On-line marketing
◦ Websites
◦ E-mail blasts
◦ Webinars
Show and tell
Demonstrate expertise
Many can participate
slideshare.net
Archive access
Resources
GoToWebinar
http://del.icio.us/ecoscribe/webinars
©2009
www.mycleardirections.com
- 9. On-line marketing, continued
◦ Blogging
Search engines love blogs
Be brief and sweet
Can replace your newsletter
Blog regularly
Be responsive
Show some personality
Resources
Blogger, wordpress
Widgets for your blog/website
Flickr, YouTube, Slideshare.net
©2009
www.mycleardirections.com
- 10. On-line marketing, continued
◦ Podcasting
Great for those on the go
No need to worry about visuals
Easy to subscribe to these
Share speeches, stories, interviews with field experts, quick tips
Use a script, offer quality content, produce a series, promote it!
Resources
Audacity, Podcastalley.com, Libsyn, Podbean
◦ On-line press releases
More specialized that print news releases
Yahoo! News, Google, Topix, RSS feeds, blogs, and many more
Resources
Prweb.com, prnewswire.com
©2009
www.mycleardirections.com
- 11. On-line marketing, continued
◦ RSS Feeds
An acronym for Really Simple Syndication
A web language format designed to help syndicate content
across different sources
What are the benefits?
Beat email filters
Spread YOUR word on other websites
Get listed on search engines
Use the first-mover advantage by being an early adopter and
getting indexed on search engines
Offer your readers new content
Resources
myrsscreator.com, press-feed.com, simplefeed.com, nooked.com,
myst-technology.com, rssautopublisher.com and www.market-
soft.com/bypass
©2009
www.mycleardirections.com
- 12. Trade promotion
◦ Offering discounts to wholesalers and retailers who may pass the
savings to the consumer
Sales promotion
◦ Discounts, coupons and rebates
Personal selling or network marketing
◦ An in-house sales force who work on commission
◦ An army of direct sales reps who sell a consumer product or
service, person-to-person, away from a fixed retail location who
are paid for sales volume generated by people they have recruited
into the distribution network
In-store displays
◦ Most desirable display spaces include: end of an aisle, free-
standing displays, and near the check-out counter
◦ Usually pay a ―slotting fee‖
Samples
Premium items
©2009
www.mycleardirections.com
- 13. First, let’s look under the hood
◦ PC Usage>radio+TV+magazine usage
◦ The power of the Internet continues to
grow
73% in North America report using the
internet
70% report using it to search for
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information
60% use it to shop
Sources: Forrester, Miniwatts Marketing Group, 2008, JupiterResearch, 2007
©2009
www.mycleardirections.com
- 14. Discover inside connections when you’re looking
for a job or new business opportunity
Beneficial for both business-to-consumer and
business-to-business markets
Use it to:
Publish your expertise
•
Help your network
•
Self-promote
•
Find expertise
•
Collaborate
•
Make connections
•
Recommend others, products and services
•
Communicate and learn
•
Source: D. Tebbutt of Freeform Dynamics (UK), 2009
©2009
www.mycleardirections.com
- 15. Speed your discoveries
◦ People, places, information and networks
Accelerate and improve communication
◦ Direct, unfiltered dialogue
◦ With employees, suppliers, customers and
prospects
Enhance your reputation
◦ Your profile, your responsiveness
Quickly improve your products and services
◦ Obtain and respond to feedback from customers
◦ Virally drive new ideas internally
Source: D. Tebbutt of Freeform Dynamics (UK), 2009
©2009
www.mycleardirections.com
- 16. Bottom line: Relationships for Future Returns
Can also measure in terms of links, web
traffic, positive comments
Typically not direct and immediate
Can manage your ―time cost‖ spent on this
tactic
◦ Track time spent on this activity freely on sites you
enjoy (RescueTime, MeeTimer)
◦ Determine how much time you can afford to spend
and portion out that time by percentage on those
sites you enjoy or find beneficial
©2009
www.mycleardirections.com
- 18. Preceded by a known sequence of events, or
hierarchy
Use
Trial
Evaluation
Attention
Awareness
©2009
www.mycleardirections.com
- 19. Selling emphasizes existing products
◦ If a product is not selling, more aggressive
measures must be taken to sell it — e.g., cutting
price, advertising more, or hiring more aggressive
salespeople
Marketing focuses on getting consumers
what they seek, regardless of whether this
means creating entirely new products
©2009
www.mycleardirections.com
- 20. Before you create a marketing campaign, you
must SToP: Segment, Target, and Position
(SToP for DirectionsSM)
Three-stage process
• Determine which kinds of customers exist
• Select which ones we are best off trying to serve
• Implement our segmentation by optimizing our
products/services for that segment and
communicating that we have made the choice to
distinguish ourselves that way
SToP for Directions SM
©2009
www.mycleardirections.com
- 21. flickr.com
Segmentation: what is it?
◦ Involves finding out what kinds of consumers with
different needs exist
◦ ―You can’t be all things to all people‖
◦ Riches are in the Niches
Entities that specialize in meeting the needs of one
group of consumers over another tend to be more
profitable
SToP for Directions SM
©2009
www.mycleardirections.com
- 22. Demographics
◦ Personal statistics such as income, gender, education, location
(rural vs. urban, East vs. West), ethnicity, and family size
Lifestyle and values
◦ Some consumers want to be seen as similar to others, while a
different segment wants to stand apart from the crowd
◦ How they spend their free time and what they emphasize in their
lives
Behavior
◦ Some consumers are ―brand loyal‖— e.g., they tend to stick with
their preferred brands even when a competing one is on sale
◦ Some consumers are ―heavy‖ users while others are ―light‖ users
Benefits sought
◦ Bypasses demographic explanatory variables – e.g., some prefer
scented soaps over unscented soaps
SToP for Directions SM
©2009
www.mycleardirections.com
- 23. Target your ―best‖ segments
◦ How well are existing segments served by other
manufacturers, service providers?
Go for those whose needs are not being met or met well
◦ How large is the segment, and how can we expect it to
grow?
Beware of rapidly growing segments as competition will be
fierce
◦ Do we have the strengths as a company that will help us
appeal particularly to one group of consumers?
Be sure your reputation, if you have one, matches your
target’s perceptions
©2009
www.mycleardirections.com
- 24. As entrepreneurs, transform your passion
into your positioning
Implement your segmentation by optimizing
your product/service for the needs of that
segment and communicating how you meet
their needs best
◦ Create your image of what your company stands for
and what your product/service does
Define it clearly for your company or
someone else will!
SToP for Directions SM
©2009
www.mycleardirections.com
- 25. Price
Quality
Service
Distribution
Packaging
SToP for Directions SM
©2009
www.mycleardirections.com
- 26. Produce more effective marketing campaigns
with higher ROI
Better use of all resources (money, time, energy)
Allow for proper planning of future investments
◦ For example, new products are usually initially adopted by a few
consumers and only spread later to the rest of the population, we
learn that companies that introduce new products must be well
financed so that they can stay afloat until their products become a
commercial success
It makes running a business much more fun
when ―all pistons are firing‖
©2009
www.mycleardirections.com
- 27. One for the Road…
quot;Grant me the serenity to say no to the
requests that are mere distractions, the
courage to act on the ones that are truly
opportunities, and the wisdom to the know
the difference.quot;
©2009
www.mycleardirections.com
- 28. Denise Stillman
Principal
Clear Directions, LLC
denisestillman@mycleardirections.com
+1.708.638.8891
Your source for marketing services,
business planning and strategy
development.
©2009
www.mycleardirections.com