Transcript What is marketing?

Welcome
ECOMM 2011: Mobility Management needs Maximum
Marketing Skills
Theo Panayi
Introduction
• Who am I and what do I do ?
• Activity 1: Getting to know each other…..
– You need to elect a speaker for your table!
– Each table member has 30 seconds to convince the rest of their table why
they should be chosen as speaker
– Once everyone has spoken you have to elect a speaker
– Each elected speaker needs to then introduce themselves to the whole
group and tell them why they think they got chosen
– HIT or MISS …
We have all already been marketing….
OURSELVES
Do you know who I am and what I do?
Do you now know a bit more
about others on your table?
Do you know who this young lady
is and what she does?
Why?
Please introduce yourself…
Do you know who this young lady
is and what she does?
Objectives for the workshop
•That you will (at a basic level):
–Understand the importance of marketing
–Be able to identify the right marketing
techniques & tools for a campaign
–Know what delivers a successful campaign
–Have a bit of fun !
Task 1: Marketing principles
What is marketing?
Marketing is the anticipation and identification of customer needs
and requirements so as to be able to meet them, to deliver key
organisational objectives or to make a profit.
Customers will not buy or use
products/services they do
not think they want or need!
A customer focussed
approach
What do
your
customers
want?
How do
customers
know you
have
changed?
How are you
performing
today?
How can you
deliver
continuous
improvement?
How can you
meet and
exceed
requirements?
How can
you
measure
success?
Marketing Principles – Getting it right by keeping it simple
Examples of marketing techniques & tools
• Company literature
• word of mouth
• Articles / blogs
• Networking
• Press releases/newsletters
• Recommendation
• Internet/viral marketing
• Cold calling
• Social media (facebook/twitter
• Guarantees
• Co-marketing
• Celebrity endorsement
• Product sampling / Giving products away
• Sponsorship
• Radio or T.V.
• Direct Mail / e-shots
• Seminars/presentations
• telemarketing
• Mobile vehicles
• Other…
• Posters / leaflets
• Banners / bill boards
• Events
Task 1: Sell me!
• Your table has been given a product
• Work as a group to propose a marketing campaign
• You will need to give a short presentation and tell the rest of the
group:
– Who your customer is;
– What your message is;
– How you intend to promote the product to your customer;
– How much will you charge for the product;
– Where your product will be available.
You have 10 minutes!
HIT & MISS
How to develop a successful campaign
Once you know what your customer needs are…
1. Define your objectives
2. Focus your campaign
3. Identify your target audience
4 .Refine your message
5. Select your marketing technique
6. Agree your budget
7. Measure success
A customer focussed
approach
What do
your
customers
want?
How do
customers
know you
have
changed?
How are you
performing
today?
How can you
deliver
continuous
improvement?
How can you
meet and
exceed
requirements?
How can
you
measure
success?
Task 2: Applying marketing to Mobility Management
• Your table has been given a mode of transport
• We have given you a number of key messages
• Task
– Pick a message
– Use the project brief sheet to develop a campaign
– You will need to give a short 2 minute presentation to the rest of the group on
your proposal
You have 25 minutes!
HIT & MISS
Project Brief
• Objectives
• Who are you taking to
• Proposition
• Key benefits
• How do you want your audience to feel after seeing your
campaign
• Call to action
• Detailed deliverables
• Distribution of format
• Timing
• Budget
The real HIT / MISS
Did we help you to…
–Understand the importance of marketing?
–Be able to identify the right marketing
techniques & tools for a campaign?
–Know what delivers a successful
campaign?
–Have a bit of fun?
Thank You