Transcript Marketing Equations - Green Trades Conference

Marketing Equations for Small
Business
Messages
Target
Market
• Price
• Product
• Promotion
• Position
Behavior
Change
Marketing
Promotion
• Demand Creation (Short Term)
▫ Spend money to make money
• Branding (Long Term)
▫ A retirement plan
Strategic Marketing
A
B
Profitability
Profit = Sales – Expenses
Sales = # Units Sold X Price
# Units Sold =
# Customers
X Frequency of Purchase
X # Units per Purchase
Increasing Price
Increasing Number of Customers
Increasing Frequency of Purchase
Increasing Units per Purchase
Branding Equation
Brand =
Brand Mark
+Brand Promise
+Experience
Bad Brand Marks
Good Brand Marks
Building a Brand
1. Promise
2. Deliver
3. Repeat
Creating the Brand
Communicate
the Promise
Solidify the Brand
(Deliver)
Take Inventory
(Plan Promise & Delivery)
What Usually Happens
Promise
Deliver
Brand Value
• Goodwill
• Customer lists
• Repeat customers
Questions
• Jill Sauter
• Jill Sauter Marketing & Communications
• [email protected]