core comps 2011_marketing_module 2 for attendees
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Core Competency TrainingMarketing Module
Linda Rossi, VermontGreg Gould, Maine
November 8, 2011Wentworth by the Sea, NH
Agenda
Welcome, Introductions, and ExpectationsMarketing Part I:
Overview and FundamentalsCase Study, Group Work, Discussion
LUNCH BREAKMarketing Part II:
More Topics Case Study, Group Work, Discussion
WRAP UP
Overview
Lots of talent – in this room!Best Practices – We have some.
You have some. Let’s share!
Insights/Challenges Marketing is a “BIG” topic SBDC organization relevance
Share
Marketing Insights
Marketing Challenges
Marketing – a big topic Product Development Marketing Strategy
Sales Public Relations Social MediaAdvertising Web Marketing Pricing
Supply Chain & Distribution Mobile MarketingBranding Services Marketing
Market Research Customer LoyaltyPromotion The Global Marketplace
Buyer Behavior E-Commerce Product Life CycleCompetitive Analysis Personal selling
Direct Marketing ?
Two Words, really…..
DIFFERENTIATION
CREATIVITY
Differentiation, Creativity
Activity
Group – product brainstorming!
Think of some products that CREATIVELY solve problems, or provide a meaningful new twist to current market offerings.
Think of some ad campaigns that offer unique, memorable messages, tag lines, slogans, etc.
Fundamentals and Highlights
• Research: Sizing up the Market, Trends• Customer Needs and Wants• Pinpointing the Target Market• Power of the Brand: Positioning for
Competitive Advantage• Marketing Mix – 4 P’s “plus”• Life Cycle Implications• Online Strategies
CustomersWho are they?
Demographic, Psychographic elementsWhere are they?
Are there ENOUGH of them?Why will they buy from YOU?
Differentiation & CreativityHow will you reach them?
Promotional Mix, Schedule
Branding
What is it?Name, phrase, design, symbols…to identify products/services and distinguish you from others The promise to deliver!
Why do you need it?It’s a crowded marketplace. If you don’t, there’s a risk that others will do it for you!
GOOD BRANDING = CUSTOMER LOYALTY
Positioning
Choosing the “right” competitive advantage
Be number ONE on that attribute or benefit and STICK TO IT
Pricing
Where do you fall in the pricing continuum?Product qualityParticular expertiseLevel of service
What pitfalls do you often see with clients?
Competition
It is possible that you cannot compete with certain competitors in certain areas. You may not be able to compete with Wal
Mart on price.
However, there are always ways around that. Comprehensive knowledge of your
competitors will provide strategic insights.
Case Study – Start up
• Key Marketing Principles at “Start Up”• Profile - Handout – Group work• Task – Formulate Questions, Areas for
Advising• Group Feedback• Resources for your use with Clients
Four P’s “plus” PRODUCT PLACE PRICE PROMOTION
PACKAGING POSITIONING PEOPLE PROCESS PLACEMENT PARTNERS……………
LUNCH BREAK!
Share
Resources, Books, Websites, Social Media groups, Blogs, Courses, and more…….
Peter Drucker
“The aim of marketing is to make selling superfluous”.
Life Cycle Implications
What’s different about the MARKETING conversation for someone……
IN business?
Online Strategies
Are the advertising goals different between conventional and electronic media?
Yes…why? No…why not?
Online Strategies
How are your customers reaching you?Stationary or mobile device?
Online Strategies
How are your customers finding you?
Google Places
Maps
Directions on website
Social Media Are your customers using Facebook, Twitter,
Blogs, YouTube, LinkedIn, etc.?
Why? Why Not?
Have a strategy! “Because everyone else is doing it…” is not a
strategy.
Why are companies directing traffic to Facebook instead of their own website?
What demographic is experiencing the largest growth on Facebook?
How can you convert Facebook ‘Likes’ into sales?
Does Facebook foster customer loyalty?
Facebookwww.Facebook.com/Honda
TwitterWhat’s the strategy?
Blogs
Illustrates expertise Best tool for SEO
Let’s listen to an expert…
http://www.youtube.com/watch?v=3gPWC4B2rSk
YouTube
World’s 3rd most popular website Many people go here for instructions and
product reviews. Title your videos “How to…” Use competitor’s name in title.
“Why droid is better than iPhone” Link video to website. Embed video in
website.
QR Codes
What are they? App. is needed, but it’s free. Do not
Simply send people to your website. For that, just give them your URL.
Do Link to videos, ads, coupons…
Be creative Customers want QR codes to add value to the
experience. Make it fun!
Case Study – Established
• Key Marketing Principles at “Growth, Revitalization”
• Profile - Handout – Group work• Task – Formulate Questions, Areas for
Advising• Group Feedback• Resources for your use with Clients
Marketing Plans Preparing Your Clients -
One size DOESN’T fit all!
• Planning Tool• Operational Guide• Major Component of the Business Plan• Pitch to Investors
What are your experiences ?
Putting it Together
Integrated Marketing Strategies – Continuity, Clarity, Consistency, 24/7
Marketing is a “state of mind” Lifetime Customer Value
Wrap up
• Common themes – for your clients, your SBDC• Take-a-ways
Evaluations please……Thank You!
Contact Info: [email protected] [email protected]