Transcript File

MARKETING
Strategic Plan
Culture
Value Statement
Stakeholder Values
Shareholder Values
SWOT
Vision
Statement
SW
Internal Assessment
OT
External Assessment
Long Term Objectives
Mission Statement
Strategic Analysis & Choice
Tactics & Goals
Financial Projections
CSF, Controls & Evaluation
THE 4 P’s OF MARKETING
Issues… with the 4P’s
►Outsourcing
►Predatory
►Price
Product Development
Pricing
vs.Value
►Evolving
Marketplace
►Declining
Brand Loyalty
How Do We Go
Beyond the 4P’s?
SAY HELLO to…The Four R's
 Successful marketing campaigns in today’s economy
need to go beyond the Four P's of marketing, and
capitalize on the Four R’s…
Product
Place
Promotion
Price
Relevancy
Retrenchment
Relationship
Reward
SAY HELLO to…Relevancy
Relevancy:
► Identify
and Retain Customers
► Become
a Trusted Source of Information
► Intelligently
► Small
Targeted Products & Services
Businesses have the advantage
► Customer
Relationship Management
- The Mackay 66
The Mackay 66
 Customer Profile
 66 Questions
 www.harveymackay.com
SAY HELLO to…Relationship
Relationship:
► Delight
► Touch
► Meet
► Sell
the Customer
Points
Wants & Needs
the Experience
- Disney
SAY HELLO to…Retrenchment
Retrenchment:
► Baby
► Gen
Boomers are beginning to retire
X – Filling the Void
► Generation
► Go
Y – The Millenials
to your Customers
► Use
Technology
SAY HELLO to…Reward
Reward:
► Know
your Customer’s Values
► Design
Rewards Accordingly
► Rewards
Can Be:
Money, Time, Recognition, Fun
Remember the Four R's
Product
Place
Promotion
Price
Relevancy
Retrenchment
Relationship
Reward
SAY HELLO to… Concierge Marketing
 As a result, one-to-one marketing will be a must for
most businesses. The winners tomorrow will be the
companies that figure out how to take steps using
personal attention, online and other technologies to
improve, enhance, personalize, and deepen customer
relationships. This is Concierge Marketing.
 "In fact, the age of concierge marketing is ideal for small
and midsized businesses. Their flexibility and ability to
customize make small businesses especially suited to
this style of business -- far more so than the traditional,
large Fortune 500 Company." Elliot Ettenberg
Thought
 "Smart advertisers are those who set out to win the
customer's heart long before he/she needs their
product. Their only goal is to be the company that
he/she thinks of first and feels the best about
whenever their need arises. Smart advertisers make
no attempt to predict the moment of the customer's
need but buy enough repetition to ensure they will
immediately spring to mind whenever such need
arises." Roy H. Williams
Remember
Marketing is your face to the world…
Marketing Strategy
READY
AIM
FIRE  Use the SWOT
 Long-Term Objectives
 Identify Target Markets
 Position Yourself
 Set Measurable Goals
 Communication
Target Market
 Demographics
 Age, Income, Race
Zip Code, Sex, etc
 Psychographics
 Likes & Dislikes
 Motivations
 Activities
Positioning
Segmentation + Differentiation
Demographics + Psychographics
Ability to Buy + Reason to Buy
 How you POSITION your product makes all the difference
Branding - What is a Brand
Old-School Branding
Corporate Branding
Branding Defined
A System of Shared Values.
A Promise of expected
Product, Service or Experience
Don’t Break Promises
To Customers
Branding Identity
The outward expression of the brand,
including its name and visual appearance.
The brand's identity is the means of
consumer recognition & is the symbol of the
brand's differentiation from competitors.
Branding-Top Worldwide Brands
$67
Billion
$59
Billion
$59
Billion
1. Coca-Cola, 2. IBM, 3. Microsoft, 4. General Electric, 5. Nokia
6. Toyota, 7. Intel, 8. McDonalds, 9. Disney, 10. Google
Branding
What Does Your Brand Represent?
What is Your Brand Worth?
WHAT WOULD YOU
LIKE IT TO BE?
Marketing Communications (MARCOM)
THE EXECUTION OF YOUR
MARKETING STRATEGY
 Medium
 Reach
 Frequency
 Rate
 CPM = costo per mille
Cost per Thousand
Relationship Marketing
 Direct Selling
 Public Relations
 Promotions
 Online
 Advertising
Direct Selling
 Best Form of Relationship Marketing
 Not Always Possible
 Directly Engages Customers
Public Relations
 Not Paid For
 Brand Awareness
 Credibility
 Events
 Media
 Press Releases
Promotions
 Give-away
 POP
 Events
Online
 Your Website
 Industry Sites
 Blogs
 Sponsorship
 Links
 Video
 Social Networking
Advertising
A good ad is one simple idea, with
humanity in it, that connects with
consumers, that represents the value
system of a company and then can
connect it with the consumer. We
always say a brand is set of shared
values. So if you can simply
demonstrate your value system as a
brand, so that a consumer could say,
"Ah, our values line up. I vote for
you, brand!" that's a good ad.
Donny Deutsch
 Concept
 USP
 Headline
 Copy
 Offer
 Call to Action
Advertising Mediums
 TV
 Magazine
 Newspaper
 Outdoor
 Radio
 Direct Mail
 POP Displays
 Internet
Pros & Cons
To Each
Questions…