brighter marketing

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Market Research and Marketing Joanne Morley Brighter Marketing Brighter Marketing

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Page 1: Brighter Marketing

Market Research and Marketing

Joanne Morley Brighter Marketing

Brighter Marketing

Page 2: Brighter Marketing

Before You Get Started Before you make any decisions about how to market and sell your products and services you need to make sure you know where you are heading, what you are selling and if there is a market for it…

Page 3: Brighter Marketing

First of All Research?

Just because you have a great idea…It doesn’t mean there is a market for it..

Market research is finding out if there is a market before you go ahead and develop your bike for

fishes…

Page 4: Brighter Marketing

Business to Business

Vertical Sector

Employees – 1to 20,000

Turnover - £1 to £Millions

Geographical – West Yorkshire

Buyer – MD, Marketing Manager

etc

Who Are You Selling To?

Business to Consumer

Age

Sex

Location

Lifestyle

Income

Occupation

Family status

Who is doing the

buying?

Who is your ideal customer?

Page 5: Brighter Marketing

Who Are You Selling To?

Describe the characteristics of your ideal client?

Who is your ideal client?Why would your product/service appeal to them?

Page 6: Brighter Marketing

What Are You Selling?

Many companies sell the physical product

Overwhelm the prospect with

Technical messages

Complexities

How it works

How long it lasts

What speed it runs at

Page 7: Brighter Marketing

Major Shift in Thinking

Nobody who bought a drill actually wanted a drill

They wanted a hole

Therefore, if you want to sell drills, you should advertise information about making holes

NOT information about drills

The Definitive Guide to

Drilling Success

Make Perfect Holes Every Time with the

X500

Page 8: Brighter Marketing

What are You Really Selling

“I don’t sell cosmetics…

…I sell HOPE”

Elizabeth Arden

Page 9: Brighter Marketing

The Mind Battle

+ =Saturation

The average mind is a dripping sponge…yet we continue to pour more information into the supersaturated sponge & are

disappointed when our marketing messages fail to get through… Jack Trout

The answer KEEP IT SIMPLE

Page 10: Brighter Marketing

Describe Your Business?

Who?

What?

How?

Think benefits and what’s in it for them

Page 11: Brighter Marketing

What Are You Really Selling?

Increase

Improve

Enhance

Reduce

Save

Gain

Better products don’t always win…better perceptions tend to be winners

Page 12: Brighter Marketing

Text

Page 13: Brighter Marketing

Picture

Page 14: Brighter Marketing

Four Questions

1. Why should I listen to you?

2. Why should I believe what you have to say?

3. Why should I do anything about what you’re offering?

4. Why should I act now?

Page 16: Brighter Marketing

What is a Brand?

Not just multi nationals

Not just a logo - values

Differentiates

Linked to what is in your clients head…

They associate one or two words to it…

They make assumptions…

…it is much more than just a logo…

Page 17: Brighter Marketing

Selling Tool Box

Advertising

Direct mail

Email

Website

Google PPC

Optimisation

PR

Your network

Flyers

SEO

Promotional Items

Testimonials

Blogs, pods…

Guides

Word of Mouth

Web 2.0 Twitter etc

Telemarketing

Hospitality

Viral Marketing

Page 18: Brighter Marketing

To Sum Up

What is your vision? Who are you selling to ? What are you selling? What are you really selling? What does your brand say about you? What are your selling tools? And…

Page 19: Brighter Marketing

Brighter Marketing

Any Questions