smarter marketing for ambitious smes
TRANSCRIPT
SMARTer marketingforambitiousSMEsGrowingGloucestershire2017
"Marketing isthemanagementprocess
responsibleforidentifying,anticipatingand
satisfyingcustomerrequirementsprofitably".
CIM
Whatdoessuccesslooklike?
Wheredoyouwanttobein1,5,10years?
Howareyougoingtoreachyourtarget?
Askyourselfifwhatyouaredoingtodayisgettingyouclosertowhereyouwant
tobe tomorrow
Whatareyoudoingnow?
Howcanyoudothingsdifferently?
Thetheoryofdoingsomethingdifferent
Whydosomethingdifferent?
Whoareyourcustomers?
Whydotheycometoyou?
Whatareyourcompetitorsdoing?
Sowhat’stheanswer…..
80/20Rule
20%activitybringsin80%ofthedesiredresult
CLIENTSWhoareyourbestclients?Whatdothey
haveincommon?
UCBWhatdoyoudobest?
Whatsetsyouapartfromthecompetition?
SCALEHowcanyouscaleyour
business?Whatsystemscanyou
putinplace?
bread&butter
wasteoftimeprice
pressure
opportunityfor
GROWTH
Whereisyoursweetspot?
context
competitors’offerings
customers’needs
company’scapabilities
SWEETSPOT
Let’strywithanexample:carhire
Consumerneedsegments
Thekeyplayers
Thekeyplayers’share
Issueswithcurrentoffering?
Opportunitiesforsweetspot?
What’syoursweetspot?
Anddon’tforget…
BarbaraStopher
https://www.linkedin.com/in/barbarastopher/
@barbarastopher
www.barbarastopher.co.uk