Transcript marketing2 - Hershey`s Ice Cream

Market, Market, Market!
Presented By:
Kurt Gregory – Corporate Account Manager
Zachary Waite – Executive Brand Manager
Daily operations, accounting and other business functions
are important BUT…
there must be sufficient demand for your goods and
services in order to be profitable.
The only way to create this demand is to
Market, Market, Market!
Marketing
Marketing is the ability to…
Make your products, services and
location more desirable than that of the competitions.
Your goal is to…
make selling obsolete
through ongoing and diverse marketing campaigns.
In this Class
We will discuss how to take the information you have learned
and help you take it to the next level.
Marketing is a necessity but it is a fun one.
I encourage you and your staff to be creative and enjoy it!
Overview
• Building a Brand Message, and an Experience to Match
• Planning, Executing and Tracking your Marketing Efforts
• (More) Simple Ideas that Work
• Creating Relationships and Leveraging the Media
Building a Brand Message… and an Experience to Match
Who has a branded product or company
that they absolutely adore? (Take examples)
What do these companies do that sets
themselves apart from others in the category?
Building a Brand Message… and an Experience to Match
They have taken every day items…
Shipping, Pizza, Cars and Coffee
and made them exceptional!
Building a Brand Message… and an Experience to Match
Their look, their feel, their products and their price
all align with the brand message. Every employee,
from top to bottom, understands it and lives by it.
Building a Brand Message… and an Experience to Match
Can you verbalize what makes your store special?
What sets you apart from the competition?
LET’S SEE!
Building a Brand Message… and an Experience to Match
“Speed Marketing!”
Building a Brand Message… and an Experience to Match
Did anyone WOW you with something unique?
Did anyone use words or terms that stuck in your head?
Use memorable words and phrases!
Marketing Director vs. DIRECTOR OF FUN
Suction and Blower Company in Southeastern PA
vs.
Our company is from Southeastern PA.
WE DON’T JUST SUCK, WE BLOW
Everything you do should be catchy and set yourself apart!
Create a unique Identity and promote it!
Having trouble
getting started?
MADE to STICK
$16.47 at Amazon.com
The Starbucks Experience
$14.93 at Amazon.com
Planning, Executing and Tracking
Now that you are armed with a brand
message it is much easier to plan the
best ways to communicate it to
your customers.
Planning, Executing and Tracking
3 ways to grow sales!
1. Attract new customers
2. Bring current customers back more often
3. Get each customer to buy more stuff
IT COSTS 5 TIMES MORE
TO ATTRACT A NEW CUSTOMER…
THEN IT DOES TO KEEP AN EXISTING ONE!!
Planning, Executing and Tracking
PLANNING!
Market Analysis – Take a pulse
• Needs
• Trends
• Growth
• Demographics
Who is your Target Market?
Planning, Executing and Tracking
PLANNING!
Company – S.W.O.T
• Strengths
• Weaknesses
• Opportunities
• Threats
Planning, Executing and Tracking
Competition
• Direct
• Indirect
Planning, Executing and Tracking
PLANNING!
Product Mix
Budget and Sales Forecast
Marketing Mix
• Pricing
• Promotion
• Advertising
• Milestones
Planning, Executing and Tracking
PLANNING!
My Plan
Summarize your Plan:
Executive Summary
Planning, Executing and Tracking
PLANNING!
Marketing Plan Pro
PaloAlto Software
$71.00
Planning, Executing and Tracking
EXECUTING!
Don’t hide your plan… it is meant to be shared with
and followed by everyone in your operation.
Be flexible… your marketing plan is a guide. Things will
need to be modified as you move forward.
Planning, Executing and Tracking
TRACKING!
TRACK YOUR RESULTS – What’s your R.O.I.?
• Mark your Coupons
• Count your Customers at Events
What do
you think?
• Talk to / Survey your Customers Regularly
• 96 % of dissatisfied customers never complain… they just stop buying!
• Talk to / Survey your Non-Customers!
It takes money to make money!
Beat the streets and get the traffic in your door!
Be a better value,
Be more visible and /or
Give your customers an experience they can’t forget
A properly executed marketing plan
combined with a good business plan is
your key to success in 2008 and beyond!
(MORE) Simple Ideas that Work!
• Sample new and/or high profit items – give bounce back
• Focus on slow days, slow day parts, and slow seasons
• Honor competitors coupons
• Watch competitors ads and promotions. It’s ok to emulate
(MORE) Simple Ideas that Work!
• Promote gift certificate sales!
• Offer your location for Meetings, Family Gatherings and
Birthday parties
• $1.00 Scoop Tuesdays
• It’s Raining its Pouring promotion
(MORE) Simple Ideas that Work!
• Hold an Ice Cream Lottery
• Safety on the job program – Modified Above and Beyond
• Hall of Fame, Artwork Contests, Town Heroes
• It’s Raining its Pouring promotion – Snowing discounts
• Frequent User Programs
(MORE) Simple Ideas that Work!
• Be known for Annual or Semi-Annual Events
• Classic Car Shows
• Snow in July (Christmas in July)
• Carnival Day
• Eating Contests
• Cook Outs or Parties
• Charity Events to Sell Down Year-End Inventory
• Movie Nights
• Bring a Friend Promotion
Create Relationships and Leverage the Media
Cross Promotion is Key!
Work with others, lower your marketing costs, increase
exposure and capture your target market.
Create Relationships and Leverage the Media
Why Advertise?
• Create opportunities for consumers to embrace and connect with
you and your local partners.
• Create a larger “share of voice” in your market. This will contribute
to your overall growth.
• Explore ways to accomplish your sales goals through the broad
reach of television, the intrusive frequency of radio, and the
functionality of non-traditional media opportunities.
Create Relationships and Leverage the Media
Media Placement Overview
• Reach: Percentage of the target audience exposed to your advertising
message.
• Frequency: Average number of times the target audience is exposed to
your advertising message.
• Targeting your Message: Define your target audience, research your
market, and determine what media will deliver your message with the
greatest reach and frequency for your dollar.
Create Relationships and Leverage the Media
Beyond Traditional Media
The opportunities to develop effective and innovative media strategies
and plans that engage the consumer are constantly changing.
It is important to continue to identify and place new media opportunities
that fit your target audience and campaign goals.
Create Relationships and Leverage the Media
Examples of Non-Traditional Media
•
•
•
•
Website
Direct-to-Door
Direct Mail
Text Messaging
•
•
•
•
•
Cinema
Sports Partnerships
Transit
Internet/Pay-Per-Click
And more …
Steps to Maximizing ROI
When you:
• Target Your Geography
• Target Your Demographic
• Research the Most Effective Media Options
• Leverage Your Media Relationships
Your ad dollars will deliver the maximum Reach and Frequency
of your message and provide a higher share of voice for your
business!
Achieve Maximum ROI
Target Media Provides…
• Effective Media Negotiating
• Better Delivery
• Exciting and Innovative Strategies
• Dynamic Reporting Capabilities
• Better Results for Your Business!
Please visit Target Media’s Website
Learn more about how they can help you
team up with your local partners and
dramatically increase the efficiency of your
advertising campaigns.
www.targetmediaUSA.com
SUMMARY!
• Always STIR THE SOUP! Create “Multiple Pillars of Marketing”
• It takes money to make money so be smart, be aggressive
and beat streets.
• Create an exciting experience for your customers that will
make them come back again and again!
• Create a Plan, Execute it and TRACK YOUR RESULTS.
FINAL THOUGHTS / QUESTIONS?
• Graphics – visit www.hersheyicecream.com/resources
• 50 Promo Ideas and other important forms
• Posters
• Show Power Point Presentations
Thank you for coming!
Enjoy the rest of the Show!