Transcript Communicating… - Hera Systems Ltd

Communicating…
An introduction to Marketing
by
Chris Robinson
A Brief History of Marketing
• Before steam power!
• Steam power manufacturing
• Steam trains and ships
• Henry Ford
• Improving communications with your
markets
The Definition of Marketing
• Identifying need in a market from which you can profit
• Designing and developing the product/service to meet the
need
• The Marketing Mix and the 4 P’s:–
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Product
Price
Packaging*
Promotion
• All chosen for a competitive advantage
• Now there are 16 P’s! People, place, process, physicals,
policies, publicity, production, penetration, product
development, etc.
Positioning Your Company
• Develop a unique Quality position*
• Introduce a unique Guarantee
• Develop ‘Unique Selling Points’ for
– Your products (Features, Advantages, Benefits)
– Your services
– Your marketing
• Be ethical – all descriptions and packaging
must match the offer
Marketing Communications
• Marketing has given us a product to sell, now we must communicate
that product to the market
• Marketing communications include:–
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Advertising (Above the Line and Below the Line)
Telephone canvassing
Direct Mail
Personal Selling, cold calling
Word of Mouth (WOM) - Networking
Open Days, Exhibitions and Seminars – Indirect Offers
The Web and Internet marketing
Any other marketing communications opportunity you can think of?
You also need marketing collateral
• Strategy, Planning and Marcoms Plans
• The difference between marketing and selling
The Continuum of Behaviour
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Awareness
Interest
Knowledge
Commitment to
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People
Product
Price
Company
• Decision
• Customer
• Advocate
Matching the Continuum of Behaviour with
marketing communications opportunities
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Awareness
Interest
Knowledge
Commitment to
– People
– Product
– Price
– Company
• Decision
• Customer
• Advocate
Advertising
Advertising, Press Releases, articles
Case studies, brochures, articles
Word of Mouth, Personal Contact
Direct Mail, Telephone Canvassing
Testimonials
Personal contact
Personal contact
Word of Mouth
Pipeline Management
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Where do the leads come from?
How much do leads cost?
Which leads produce the most sales?
Why do leads fall out of the pipeline?
Analysing and managing the pipeline
The Product life Cycle (PLC)
The Profitability Curve
Marketing Models
• Marketing models are tools that help us gain
a clearer view of our business
• Boston Consulting Group (BCG)
• The Ansoff Product Market Growth matrix
• There are many more models
The BCG Matrix
Rising Star
• High Investment
• High Risk
• Need Expert Management
Cash Cow
• Low Investment
• Generates a lot of cash
• Limited life time
Problem Children
• Not a success
• Might be!
• Invest time & expertise?
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Dogs
• Consumes money
• Takes up management time
• Divest – sell or scrap?
The ‘Ansoff’ Matrix
Market Penetration
Product Development
• Sell more to existing
customers
• Increase prices
• Find new customers
• Produce higher quality
• Produce lower quality
• Package differently
• Risk factor 1
• Risk factor 4
Marketing Development
Diversification Strategy
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Find new markets
Export
Appoint Distributors
Franchise
• Risk factor 8
• Find new products to sell to
• New Markets
• Buy companies
• Risk factor 16
Who do you want to sell too?
Business to business
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Vertical market
Market segmentation
Decision Making Unit (DMU)
What motivates the buyer
Match product to the need in the market
Remember your USPs and benefits!
Who do you want to sell too?
Consumer
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Sex
Age
Position in family (responsibilities)
Problems
Income
Lifestyle
Interests
Remember your USPs and benefits!
Develop a Sales Continuum
• Business to business
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Clean database
Qualify prospect
Send information
Follow up asking research
questions & identify need
Make appointment
Send details on course and
prices
Be in the right place at the
right time!
Customer, advocate,
testimonial on your website
and in your brochure!
• Consumer
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Meet lots of young people
Make friends
What makes them tick?
What are they interested in?
Help them achieve their
goals
– Here to help
– Re-sell benefits of courses
and college
– Ask for other students
The Three Most Important Questions
• What do you sell?
– Parker Pens
– Rolex watches
– Indirect offer
• To whom do you sell?
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Individuals, corporate or internal markets
Market segmentation, A,B,C1’s,C2’s,D, E’s
MOSAIC – Lifestyle based on postcodes
Types of purchaser – Product Life Cycle
Vertical markets – sic codes + segmentation
• How do you sell your products?
– Which marcoms opportunities?
Designing and Building a Database
• Database Management Systems – ACT! Maximiser
• Sources of Data:–
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Yellow Pages
Kelly’s
Dunn & Bradstreet
Local Papers
• Servicing databases by:–
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Telephone (List cleaning, research, identifying need and appointments)
Direct Mail (building an image – identifying with need)
Reply Cards (Research questions and convenience)
Direct and Indirect offers
Telephone Canvassing
• Designing a Script
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List Cleaning
Research
Identifying Need
Making an Appointment
Direct Mail
• Don’t sell products or services – identify with problems!
• Have clear objectives for direct mail
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Sell more products or services
Sell an indirect offer (Open Day, Seminar, Exhibition)
Build mind share
Build a particular image (quality)
Be in the right place at the right time
• Consider the use of Reply Cards and fliers
• One page is enough! Plenty of white space! Use bullet
points!
• Quality of medium should match quality of service
Writing compelling copy for websites,
direct mail, brochures and fliers
• What is the IQ of your audience?
• How much time will they give you?
• What motivates/interests them?
• Is your communication easy to read?
• Does it use the same terminology?
• Does your marketing quality match the market?
Start With a Question!
• Do you suffer from headaches?
• Have you got PlayStation III with a Graphics accelerator?
• Have you got an AM DBS V8 with Bosch injection?
• Are you fed up with poor quality office furniture?
• Are you fed up calling Call Centres?
• Would you like your staff to be more productive?
• Are you expanding your business? Opening a new office?
• End with a strong Call to Action
Creating Copy that Sells
• Don’t tell people how wonderful you are! You
have already decided:
– Who is your market
– What are you going to sell them
• Remember your unique:
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Quality position
Guarantee
Benefits
USP’s for your products, services and marketing
• Get on with telling them!
Structure - AIDA
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Identify with your market
Identify with the markets problems
Offer solutions
Get commitment to:
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You
Your offer
Your company
Your price – if you must!
• Call to Action – tell them what to do next!
Summary and Close
• We have covered:
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What is marketing
The Continuum of Behaviour and Marcoms
Marketing models
The 3 important questions of marketing
Building and servicing a database
Understanding your target market
Writing copy that SELLS!
• Any Questions?
• Thank you for coming!
Communicating
Chris Robinson
Communicating
023 8028 2366
www.communicating.co.uk
[email protected]
My business is marketing