Social star s-w markering workshop

WWW.SOCIALSTAR.COM.AU
Marketing

Agenda
 PART 1: Marketing Overview
 Break
 PART 2: New Marketing

Part 1
Marketing Overview
What is Marketing?

What is Marketing?

What is Marketing?
Marketing is...

What is Marketing?
Definition from Kotler textbook
“…an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the
organization and its stakeholders.”

What is Marketing?
Definition Andrew Ford
Every interaction you
have with a customer
= Perception

8
The Marketing Process
Review and Refine
Implementation, Control and
Measurement
How do you reach your
target customers?
Your Products Your Customers
Feedback
Planning 7 Ps

Marketing Mix: 7Ps

10
Understanding your Product
- What the consumer swaps for money
- Can be a product or service
- Needs to be different from your
competitors
- Includes tangible and intangible factors
- Includes packaging

11
Understanding your Price
- The perceived value compared to
perceived cost
- Lowest isn’t necessarily best
- Includes more than just money
- Risk
- Time
- Peer judgment
$9 | $11 | $15 |$8.75

12
Understanding your Promotion
- Sales is part of promotion
- Traditional media Vs new media
- High touch Vs low touch
- Branding Vs Sales

Marketing Vs Sales

14
Understanding your Place
- Where does the consumer get your
product
- Includes website and brochures for
services
- How does your customer perceive you
based on where they buy it?

15
Understanding your People
- What do your people say about your
brand?
- Every person a customer interacts with is
part of the product
- For services this is especially critical

16
Understanding your Process
- How do you service the client?
- Who does what, when and how
- More critical for services
- Documentation is paramount

17
Understanding your
Physical Environment
- What do your office say about your
brand?
- If not your office, where your client meets
your product
- Can you control it?

18
How to create a Marketing Plan

Marketing Planning

1. Understand Your Products

22
2. Understand Your Customer
- Who is your target market?
(Demographic, psychographic)
- What pain points are they facing?
- What is their ideal state/lifestyle?
- Which channels are they hanging out
at?
- Think of the perfect individual

3. Understand Your Market

4. Understand
Your Competition

5. Understand Your S&W

6. Define Marketing Mix

7. Communicate

8. Listen, Measure and Revise

Marketing Exercise
 10 minutes create, then present
 Team 1: Create a SWOT for S&W
 Team 2: Create a Perceptual Map for S&W

30
Useful Marketing Tips

Marketing Budget
 Strategies:
 Percentage of sales
 Competition based
 Outcome driven

32
Marketing in
Big and Small Companies
Big company
 Bigger budget
 Have a long lasting brand reputation
 Can afford traditional media (eg.TV)
 Reach a more larger customer base,
 Less personal, customized, and
targeted
 Have a multiple brand strategy (e.g.
Apple),
 Economies of scale
Small company
 Less budget
 Trust issue. Need to build an authentic
brand
 Use more digital media platforms
 Need more creative approaches to
stand out
 Single products and strategy
 Can’t compete on big scale,

Marketing Forecast
Factors to
consider:

Marketing Measurement
Sales
 Monthly Budget
 Number of phone calls
 Number of appointments
 Number of deals/sales
 Revenue
 Profits
Marketing
 Individual KPI
 Leading Indicators
 Outcome
 Adwords
 ROI

Final Thought
Marketing is about people

Break Time

Part 2
New Marketing

Service Sales
Process

How to stand
out in a noisy world?

Shout the Loudest

Attract rather than Seek

“80 million people are
Googled every day”
Ruby Media Group

Change in Thinking
Push Marketing
• Advertising
• Marketing
• Ads
• Google SEM
• Social ads
• Push
• Money
• Quick and stop
Attraction Marketing
• Branding
• Networking
• Content
• Google SEO
• Social posts
• Attraction
• Effort
• Slow and continued

Lead people to you

Personal Branding

Branding Process
LeverageUnderstand Build

Essential Brand Assets
Tagline
Biography
Website
Photography
Social Media

Step 1 - Photography

Step 2 - Tagline

Step 3 - Biography

Step4 – Social Media

Step 5 – Website

Your Perfect Pitch
 Four Step Process
1. What is the problem you solve
2. What is the solution to that problem you offer
3. Why you – credibility and emotion
4. What’s next

Make An Impact!

Websites
www.socialstar.com.au
www.andrewford.com.au
www.About.me/fordy
Connect With Me
Social Media
LinkedIn : sirford
Facebook : andyjford
Twitter : @sirford
Instagram : sirford
Youtube : Andrew Ford
Google + : Andrew Ford

Marketing
Measurement Metrics

Social star s-w markering workshop

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