Download - One woman2011
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MARKET THYSELF! MARKETING FUNDAMENTALS AND THE 30-SECOND ELEVATOR PITCH
MaryJane Mudd
Full Tilt Communications
August 19, 2011
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WE WILL COVER:
What’s marketing, anyway?
Fundamental questions
Eight marketing planning
steps
Social media’s role in the
marketing mix
The 30 second elevator pitch
Resources
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WHAT’S MARKETING, ANYWAY?
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WHAT IS MARKETING?
Marketing is the activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
--The American Marketing Association
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CLASSIC MARKETING: THE 4 P’S
Product
Price
Placement Promotion
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STRATEGIC MARKETING VS. TACTICAL
VS.
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FUNDAMENTAL QUESTIONS
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FUNDAMENTAL QUESTIONS What are my primary
services or products? Who is my target
audience? What’s the pain point for
my target audiences? How can I best reach my
audiences? How can I differentiate
myself or my products/services from competitors?
How much can I spend in terms of time and money?
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EIGHT MARKETING PLANNING STEPS
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CREATE A PLAN!
It provides a sense of purpose and direction
Acts as a guide to implementation and control
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EIGHT MARKETING PLANNING STEPS
Step 1: Situation AnalysisStep 2: ObjectivesStep 3: StrategiesStep 4: BudgetingStep 5: TacticsStep 6: CoordinationStep 7: Measure EffectivenessStep 8: Evaluation
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1. SITUATION ANALYSIS: TARGET AUDIENCE
Know thy audience! Cultural and social
influences, individual differences, decision processes
Definition and identification of target groups
How? Name recognition
surveys Online polling One-on-one interviews Value your own
experience Other
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SITUATION ANALYSIS: NEXT…
Segmentation If jewelry, consider various consumers and their
needs If IT services, consider various consumers and
their needs Competition
Who is in your space? Are your products or services better? The same? What’s your value message?
SWOT analysis Strengths, Weaknesses, Opportunities, Threats
4 P’s
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2. SET YOUR OBJECTIVES
Objectives should be SMART:SpecificMeasurableAttainableRealisticTime limited
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3. DETERMINE KEY STRATEGIES FOR MEETING THOSE OBJECTIVES
For example: Objective: Increase awareness of DRC
services by 20% in Third Ward, Houston. Strategy: Rely on face-to-face communications
channels trusted by the local community.Tactics:
• Church meetings Town halls Breakfast groups Parent sessions
• Public festivals Health fairs Art shows…
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4. SET YOUR BUDGET
Try to develop a budget to meet your plan, and not a plan to meet your budget
Develop the plan, then revise if needed per budgetary constraints, priorities
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Advertising Social media
Blogging Linked In, Twitter, Facebook,
other social networks Web sites Articles/publishing Media relations: press
releases, media comments Public speaking Outdoor advertising,
signage Brochures, collaterals Cause-related marketing Event marketing Networking: Industry
events, breakfast clubs, boards
5. DETERMINE TACTICS TO REACH YOUR AUDIENCE/SEGMENTS
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6. COORDINATE MARKETING EFFORTS
Create a timeline—schedule execution
Microsoft Project or other software may help
Achieve proper balance between program elements
Delegate if possible; use personnel and outside services
Revise budgets, elements, as needed
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7. MEASURE EFFECTIVENESS
To be measured: Awareness Interest Recognition Recall Attitude change Behavioral intentions Revenues Client numbers
How? Formal surveys Online polls Project evaluations Sales from leads
generated through marketing
Increased revenues Increase in clients
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8. EVALUATE
Is there a return on investment?
Am I spending too much time on marketing?
Too much money?
What could be done differently, more efficiently?
Is the market changing?
The marketing process is ongoing.
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HOW SOCIAL MEDIA IMPACTS MARKETING
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SOCIAL MEDIA OMG – WHERE TO START?
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HOW SOCIAL MEDIA WORKS
“Turn strangers into friends,Turn friends into customers,
And then… do the most important job:Turn your customers into sales people.”
- Seth Godin
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LINKEDIN: 120 MILLION USERS
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Twitter: 106 MILLION USERS
Twitter is a social network consisting of short updates, or tweets
You post tweets for your followers to read Your followers post tweets for you to read Platform for the web or your mobile device
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750 MILLION USERS
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FAN PAGE
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THE 30 SECOND ELEVATOR PITCH
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1. IDENTIFY WHAT’S REALLY UNIQUE
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2. MAKE YOUR HEART RACE
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3. KISS: KEEP IT SIMPLE…
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4. WRITE IT OUT
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5. REHEARSE, REFINE, REHEARSE
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MARKETING PLANNING RESOURCES
http://www.quickmba.com/marketing/plan
Essentials of Marketing: A Marketing Strategy Planning Approach, by Perreault, 11th Edition 11 w/CD
Guerrilla Marketing For Consultants: Breakthrough Tactics For Winning Profitable Clients, by Jay Conrad Levinson
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MORE RESOURCES
www.marketingprofs.com
www.webmarketcentral.blogspot.com
www.ama.org
www.technorati.com
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MaryJane Muddmjm@fulltiltcomm.comwww.fulltiltcommunications.comwww.twitter.com/MJMuddwww.linkedin.com/in/fulltilthttp://www.facebook.com/FullTiltCommhttp://maryjanemudd.wordpress.comWork: 281.589.2256Cell: 281.562.2954
Thank you!