marketing strategy workshop
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MARKETINGSTRATEGYRYAN HEGRENESS @HEGRENESSMARKETING & ENTERPRISE DEVELOPMENT MANAGER
CITY OF ARLINGTON PARKS & RECREATION DEPARTMENT
INTRODUCTION
ABOUT THE AUDIENCE
• WHO DOES YOUR MARKETING?!
• WHAT ARE YOUR BIGGEST ISSUES??
WHY
• WHY ARE YOU ATTENDING THIS SESSION?!
• WHY IS MARKETING IMPORTANT TO YOUR AGENCY??
WHAT IS MARKETING?
DEFINITIONS• MARKETING:
• ADVERTISING:
• PUBLIC RELATIONS:
• COMMUNICATION:
• CUSTOMER SERVICE:
• CUST. RELATIONSHIP MGMT:
• BRANDING:
promoting and selling products or services, including market research and advertising
producing advertisements for commercial products or services
professional maintenance of a favorable public image the messages and media you deploy to communicate with the market
the provision of service to customers before, during and after a purchasea system for managing interactions with current and future customerscreating a unique name and image for a product, mainly through advertising
THE HISTORY OF MARKETING
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PRE-INDUSTRIAL POST-INDUSTRIAL
PRINTWORD OF MOUTH PRE-DIGITAL DIGITAL
Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention
http://www.flickr.com/photos/vaultboy/http://www.flickr.com/photos/ideonexus/
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THE HISTORY OF MARKETING
2000190018001700160015001400 1990 2010
PRE-INDUSTRIAL POST-INDUSTRIAL
PRINTWORD OF MOUTH PRE-DIGITAL DIGITAL
Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for-their-attention
• WHAT PERCENTAGE OF YOUR MARKETING/ADVERTISING BUDGET IS PRE-INDUSTRIAL?!
• WHAT PLATFORMS DO YOU THINK YOU WOULD LIKE TO FOCUS MORE ATTENTION ON?!
• WHAT ARE YOUR BIGGEST CONSTRAINTS??APPLICATION
START WITH WHY
http://www.youtube.com/watch?v=IPYeCltXpxw
START WITH WHY
WHY
HOW
WHAT
• WHAT IS THE WHY FOR OUR PROFESSION?!
• HOW SHOULD THE WHY EFFECT OUR PROMOTIONAL MATERIALS?
DISCUSSION
?
EXAMPLE
Mission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
EXAMPLE
Mission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.
Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
PUTTING IT TO USE
We believe that parks and recreational opportunities provide the foundation for the physical, social, economic and environmental viability and well-being of a community….
PUTT
ING I
T TO U
SE
PUTT
ING I
T TO U
SE
PUTT
ING I
T TO U
SEYMCA FALL VOLLEYBALLAges 8-16, Cooper Street Branch November 1 - December 1
Join us for a fun and exciting recreational volleyball league. No experience necessary. Practice begins October 20. League begins November 1.
The cost is just $19 for full members and $75 for program members. Registration ends September 28.!
PUTT
ING I
T TO U
SE
• DIVIDE INTO GROUPS!
• CHOOSE A SPECIFIC PROGRAM OR SERVICE!
• DETERMINE THE WHY, HOW AND WHAT!
• DEVELOP AD COPY THAT FOCUSES ON THE WHY
GROUP ACTIVITY
!
Purple Cow
PURPLE COW
REMARKABLE = WORTH MAKING A REMARK ABOUT!
BEING SAFE IS RISKY!BEING VERY GOOD IS INVISIBLE
http://youtu.be/V82OwyF_vBg
PURPLE COWWHAT WAS YOUR MOST RECENT
REMARKABLE EXPERIENCE?!WHAT MAKES YOUR
DEPARTMENT/FACILITY REMARKABLE?!
WHAT MAKES YOUR PROGRAM(S) REMARKABLE?
• DIVIDE INTO GROUPS!
• COME UP WITH A REMARKABLE PROGRAM OR SERVICE THAT NO OTHER DEPARTMENT IS DOING
GROUP ACTIVITY
!
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
FOCUS LESS ON COMPETITORS AND MORE ON ALTERNATIVES
BLUE OCEAN STRATEGY
• Which of the factors that the industry takes for granted should be eliminated?!
• Which factors should be reduced well below the industry’s standard?!
• Which factors should be raised well above the industry’s standard?!
• Which factors should be created that the industry has never offered?
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
REFLECTION
WRITE DOWN YOUR ANSWERS TO THE FOLLOWING:!
• HOW DO YOUR PROGRAMS DIFFER FROM YOUR COMPETITION?!
• WHAT IS YOUR UNIQUE SELLING PROPOSITION?
?
WHY THINGS CATCH ON
• SOCIAL CURRENCY!
• TRIGGERS!
• EMOTION!
• PUBLIC!
• PRACTICAL VALUE!
• STORIES
SOCIAL CURRENCY
PEOPLE SHARE THINGS THAT MAKE THEM LOOK GOOD
• Find inner remarkability.!
• Make people feel like insiders.
TRIGGERS
TOP OF MIND, TIP OF TONGUE
• Consider the context.!
• Grow your habitat.
EMOTION
WHEN WE CARE, WE SHARE
• Focus on feeling rather than function.!
• Emotional = more likely to go viral.
PUBLIC
BUILT TO SHOW, BUILT TO GROW
• Public = more likely to be imitated.!
• Design products that advertise themselves.
PRACTICAL VALUE
NEWS YOU CAN USE
• Useful things get shared.!
• Highlight knowledge and package value.
STORIES
INFORMATION TRAVELS UNDER THE GUISE OF IDLE CHATTER
• Build a story that people want to tell(and carries your idea along for the ride).
BEHAVIORAL ECONOMICS
ANCHORING
Anchoring occurs when individuals use an initial piece of information to make subsequent judgments.
RELATIVITY
Given three choices: A, B (distinct, but equally attractive) and A- (similar, but !inferior), we will almost always choose A because it is clearly superior to A-.
THE POWER OF FREE
ZERO/FREE IS A SOURCE OF IRRATIONAL EXCITEMENT
SOCIAL NORMS
Money is often the most expensive way to motivate
people. Social norms are cheaper and often more
effective.
THE PRICE OF OWNERSHIP
The “Endowment Effect” means that when we own something, we begin to value it more than
other people do.
EXPECTATIONS
The mind gets what it expects.
THE POWER OF PRICE
Price has an impact on efficacy.
PERSUASION
RECIPROCITY
People tend to return a favor.
SCARCITY
Scarcity generates demand.
AUTHORITY
People tend to obey authority figures.
CONSISTENCY
Once someone commits they are more likely to do it.
LIKING
People are more easily persuaded by people they like.
CONCENSUS
People want to fit in.
CONSUMER BEHAVIOR MODELS
AIDA
• ATTENTION
• INTEREST
• DESIRE
• ACTION
THE MARKETING/SALES FUNNEL(ONE VERSION OF MANY)
THE ZERO MOMENT OF TRUTH
PERMISSION / INBOUND MARKETING
PERMISSION MARKETING
Permission marketing requires that a customer has given
explicit permission or implicit permission for you to send a
promotional message.
INBOUND MARKETING
Inbound marketing attempts to earn attention through
interesting content.
INTERRUPTION MARKETING
Interruption marketing involves promoting through continued advertising, promotions, PR
and sales.
FOR EACH PLATFORM MENTIONED, DETERMINE WHETHER THE PLATFORM IS PERMISSION / INBOUND MARKETING OR INTERRUPTION / OUTBOUND MARKETING
GROUP ACTIVITY
!
INTEGRATED MARKETING
InTEGRATED MARKETING
Coordinated use of different promotional methods that
reinforce each other.
InTE
GRAT
ED M
ARKE
TING
NATURALLY.ORG & NF FUN NEWS
SKETCH THE MARKETING PLATFORMS/TOOLS USED BY YOUR DEPARTMENT,
DRAW ARROWS TO SHOW RELATIONSHIPS
INDIVIDUAL ACTIVITY
!
REVIEW
QUESTIONS?
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