What is Marketing?

Identifying Anticipating

Satisfying

Customers

Profitably

Marketing is....

....the entire customer interaction

customer -‘external’ or ‘internal’

Marketing Plan

• Situation

• Objectives

• Strategy

• Tactics

• Action

• Measurement

Situation

• Where are we now ?

• Where do we want to be ?

• How do we get there ?

• Strengths and Weaknesses ?

• Opportunities and Threats ?

SWOT AnalysisStrengths Weaknesses

Opportunities Threats

Portfolio SummaryBusiness

High Strengths

Low

High

Market

Attractiveness

Low

• ‘The point of any marketing is to increase demand for your products and services’

• Your best business comes from your existing customers

Objectives

• Customer Retention• Existing Customer Growth • New Customers • Brand awareness • Local Profile

Objectives

Strategy - the 4 P’s

• Product • Price • Place • Promotion

Marketing Mix The 4 P’s and the 4 C’s

• Product Consumer• Product Choice

• Price Cost

• Place Convenience

• Promotion Communication

Ansoff MatrixProducts

Established Products

New

Established

Markets Market Development Product Development

NewMarkets

Market Extension Diversification

Tactics - Communications Mix

• Advertising

• Website

• Public Relations

• Social Media

• Sales Promotion

• Direct Marketing

• Personal Selling

Decision Making Process• Problem Recognition• Search for Information• Evaluation of Alternatives• Purchase Decision• Post-Purchase Confirmation

Advertising

• Attention• Interest• Desire• Action

Website

• Content• SEO• Navigation• Interaction

Public relations

• Advertising Substitute ?• Reader relevance • Media contacts• Selective

Social Media• Twitter• Facebook• Linked In• You Tube• Blogs• Demonstrate your expertise

Sales Promotion

•Free•Win•Save

Direct MarketingPersonal Selling

• Leaflets• Emails• Letters• Shows / Exhibitions• Street Selling

Barriers to Communication

• Physical Noise• Technical Noise• Lack of Interest• Making Assumptions• Emotional Reactions

ActionAgree Objectives

Agree Budget

Source Options

Negotiate with suppliers

Make Decisions

Crack On

Measuring SuccessIncrease in sales ?

Increase in enquiries ?

Increase in footfall ?

Increase in unique visitors ?

Improved customer retention ?

Number of new customers ?

Top 5 Marketing Ideas for my business

1.

2.

3.

4.

5.

Transformation GridEliminate Create

Reduce Increase

Summary

• Identifying / Anticipating / Satisfying

• Complete Customer Interaction

• External and Internal

• Integral part of the business plan

And finally remember ......

• Make it easy to buy

• Your best business comes from your existing customers

• Revolve around your customers not your processes

• Make it fun !

What is Marketing?

Top 5 Marketing Ideas for my business

1. Networking

2. Advertising

3. Original Ideas

4. Speaking / Events

5. Linked In / Website