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This Presentation was delivered by Sir Eric Seyram A at the “iSpace Women’s Entrepreneurs” Program. organised by ispace, a technology hub in Accra supporting start ups and in partnership with Google for Entrepreneurs, The program was a three-week intensive program aimed at women entrepreneurs who are looking to create a winning business proposal and business pitch. Participants were coached by Sir Eric Seyram A and other industry experts on how to write their business proposal and present themselves to potential investors. Some selected business proposals got a sponsored package from iSpace and also a one on one mentoring with few of the leading women in business in Ghana today. The program run from 1st April to 18th April 2014 within which there were 9 lecture sessions. The presentation was captioned Carving your Marketing Strategy and sought to orient participants on how they can create value for their customers and other stakeholders to ensure competitiveness, profitability and sustainability.
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The iSpace Women Entrepreneurs Program
Sir Eric Seyram A.Sir Eric Seyram A.
www.yourpersonalinnovation.com | [email protected]| +233 (0) 243062198
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Carving Your Marketing Strategy
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My Brief:
How can this ladies create a winning strategy in an overworked territory? What are some of the creative ways others are doing?
Our initial Conversation Today Marketing and Branding on a shoe string Budget.
How to maximize your impact in the market, ensure sustainability and ROIThe basic principles of marketing as they apply to small budget organisationsThe importance and the process of undertaking a marketing audit to ensure effective, result oriented marketing decision making.The concept of branding, carving a niche, a unique differentiator and competitive edge.A case of recognising the constraints and then trying to be sharper, faster, more focused and more creative than your competitorsAnd some Lessons from the winners (and the losers) in the days of volatility.
Our taskFind answers to the most straight forward marketing questions ever devised:
Why should any one bother dealing with us? What are we capable of offering that will be of interest? How does it differ from what everyone else is doing? How do we generate value for the shareholder?
And that gives us the definition for marketing.
‘The management process that identifies, anticipates and satisfies customer requirements PROFITABLY’
The Chartered Institute of Marketing
Marketing = Value creation (customer/ shareholder/ means to competition)
THE NEEDSocietal Marketing and Social Entrepreneurship is the way forward.
Go Opposite To See Invisible Opportunities
Implications for marketingWho are our existing / potential customers?What are their current / future needs?How can we satisfy these needs?Can we offer a product/ service that the customer would value?Can we communicate with our customers?Can we deliver a competitive product or service?Why should customers buy from us?How do we remain in business?
AVOID MARKETING MYOPIA. (management’s failure to recognise the scope of its business)
Define your organizational goals oriented towards consumer needs, making you stand out in highly competitive environments.
Are you practicing a WANA BE/ Surface/ Cosmetic marketing
or A Real Holistic Result Oriented Marketing?
Innovate or die
SERVICE QUALITY AND TOTAL QUALITY MANAGEMENT
Build Quality, Sustainable, Beneficial Relationships
The Shift from Transaction based marketing toRelationship Marketing
Transform or Perish
Today, embracingchange is no longer enough; we need to
transform.Its good everyone has been touting the
phrase “think outside the box”The problem isn’t that we
need new ways to simply step outside the box—we need to completely transform the box
itself.In fact, whatever your box is—your job,
company, career, situation—it is going totransform whether you like it or not.
Some 10 “Early Bird” take away Tips Customers can not tell you what they need. ( if u wana change the world)Just plant the seed. Believe and U will See (Believe, begin, become)Start with solving little problems and hope many people have that little problemDon’t wait till its all perfect. (take it to market, promote and improve on it)Design counts (Even when customers talk about price)Value is different from price ( it can be cheaper elsewhere but create value (be unique and don’t compete on price)Today, You need to jump curves to be successful (not 10% better but ten times better) be remarkable if you wana change the world.Hire A+ Players if you are an A player. (be proud to say my marketing guy is a genius or I have a rock star team)Don’t stuck with or worship a religion.Real CEOs can PITCH/DEMO/ SELL.
People Are The Brand.What matters most in business is people. Without committed employees, loyal customers and hard-working partners, you really don’t have much.
Some lessons from the small budget winners.
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The Pitch• What do you believe in, what are you passionate about, what is or has
been your frustration, what confuses you about the world?
• Summarize your target market in one sentence.
• Identify and summarize the three biggest and most critical problems that your target market faces.
• List how you solve these problems and present clients investable op portunities.
• Demonstrate the Number One most relevant result you help your clients achieve.
• Reveal the deeper core benefits your clients experience.
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The foundation of your business.
• Mission
• Vision
• Value statements
• Tagline
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Mission(Purpose/why)• Purpose
“Figure out what you love to do as young as you can, and the organize your life around figuring how to make a living at it”
Pat Williams, Author and Sports Administrator
• Ask you self this question. “What is my life about “?
• Each of us is born with a life purpose
“ Learn to get in touch with the silence within yourself and know that everything in life has a purpose”
Elizabeth Kubler-Ross, M.DPsychiatrist and author
Identifying, acknowledging and honoring this purpose is perhaps the most important action successful people take. To be on purpose means you are doing what you love to do, doing what you are good at and accomplishing what is important to you
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Vision“The indispensable first step to getting the things you want out life is this: decide
what you want” Ben Stein – Actor and Author• Ask yourself these questions. “What do I want to create”? “What do I want to contribute”? •Vision is your imagination of the future. It Is what you desire to accomplish in the future. What is your dream?
“The greater danger of most of us is not that our aim is too high and we miss it, but that it is too low and we reach it “
•Michelangelo
•It is a big picture that tends to be linked with your purpose in life. What will you do if money or resource is not an issue? What do you want to be your legacy?
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Values • Ask your self. What do I hold to be true or
what is important to me in life? • What are your beliefs? what are you
commitment to, what is your world view?• This is the emotional connection to your
brand.
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TaglineA. short phrase that communicates and promotes you instantly to your target audienceYou want to use this statement as a tool of promotion that sticks in the minds of your target audience. If it resonates with them, that will be how they will refer to you.
You want a statement that would be used to introduce you anytime you are to be introduced.
My personal brand taglines are: •Empowering you to succeed
Igniting your personal brand power.
•Live your life as a love story.
How is my offer different from the competition?What value am I creating for the customer?Will this create and continue to create more value for the shareholder? ROI
Always ask your self these three key questions.
