Core comps 2011_marketing_module 2 for attendees

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  • 1. Core Competency Training Marketing ModuleLinda Rossi, Vermont Greg Gould, Maine November 8, 2011 Wentworth by the Sea, NH

2. Agenda

  • Welcome, Introductions, and Expectations
  • Marketing Part I :
  • Overview and Fundamentals
  • Case Study, Group Work, Discussion
  • LUNCH BREAK
  • Marketing Part II :
  • More Topics
  • Case Study, Group Work, Discussion
  • WRAP UP

3. Overview

    • Lots of talent in this room!
      • Best Practices We have some.
      • You have some.Lets share!
    • Insights/Challenges
    • Marketing is a BIG topic
    • SBDC organization relevance

4. Share

  • Marketing Insights
  • Marketing Challenges

5. Marketing a big topic

  • Product Development Marketing Strategy Sales Public Relations Social Media
  • Advertising Web Marketing Pricing
  • Supply Chain & Distribution Mobile Marketing Branding Services Marketing
  • Market ResearchCustomer Loyalty
  • PromotionThe Global Marketplace
  • Buyer Behavior E-CommerceProduct Life Cycle
  • Competitive AnalysisPersonal selling
  • Direct Marketing ?

6. Two Words, really.. DIFFERENTIATION CREATIVITY 7. Differentiation, Creativity 8. Activity

  • Group product brainstorming!
    • Think of some products that CREATIVELY solve problems, or provide a meaningful new twist to current market offerings.
    • Think of some ad campaigns that offer unique, memorable messages, tag lines, slogans, etc.

9. Fundamentals and Highlights

  • Research:Sizing up the Market, Trends
  • Customer Needs and Wants
  • Pinpointing the Target Market
  • Power of the Brand:Positioning for Competitive Advantage
  • Marketing Mix 4 Ps plus
  • Life Cycle Implications
  • Online Strategies

10. Customers

  • Who are they?
  • Demographic, Psychographic elements
  • Where are they?
  • Are there ENOUGH of them?
  • Why will they buy from YOU?
  • Differentiation & Creativity
  • How will you reach them?
  • Promotional Mix, Schedule

11. Branding

  • What is it?
  • Name, phrase, design, symbolsto identifyproducts/services and distinguish you fromothers
  • The promise to deliver!
  • Why do you need it?
  • Its a crowded marketplace.Ifyoudont,theres a risk that others will do it for you!
  • GOOD BRANDING = CUSTOMER LOYALTY

12. Positioning

  • Choosing the right competitive advantage
  • Be number ONE on that attribute or benefit and STICK TO IT

13. Pricing

  • Where do you fall in the pricing continuum?
    • Product quality
    • Particular expertise
    • Level of service
  • What pitfalls do you often see with clients?

14. Competition

  • It is possible that you cannot compete with certain competitors in certain areas.
    • You may not be able to compete with Wal Mart on price.
  • However, there are always ways around that.
    • Comprehensive knowledge of your competitors will provide strategic insights.

15. Case Study Start up

  • Key Marketing Principles at Start Up
  • Profile - Handout Group work
  • Task Formulate Questions, Areas for Advising
  • Group Feedback
  • Resources for your use with Clients

16.

  • Four Ps plus
  • PRODUCT
  • PLACE
  • PRICE
  • PROMOTION
  • PACKAGING
  • POSITIONING
  • PEOPLE
  • PROCESS
  • PLACEMENT
  • PARTNERS

17. LUNCH BREAK! 18. Share

    • Resources, Books, Websites, Social Media groups, Blogs, Courses, and more.

Peter Drucker The aim of marketing is to make selling superfluous. 19.

  • Life Cycle Implications
  • Whats different about the MARKETING conversation for someone
  • IN business?

20.

  • Online Strategies
  • Are the advertising goals different between conventional and electronic media?
    • Yeswhy?
    • Nowhy not?

21.

  • Online Strategies
  • How are your customers reaching you?
    • Stationary or mobile device?

22.

  • Online Strategies
  • How are your customers finding you?
    • Google Places
    • Maps
    • Directions on website

23.

  • Social Media
  • Are your customers using Facebook, Twitter, Blogs, YouTube, LinkedIn, etc.?
    • Why?
    • Why Not?
  • Have a strategy!
    • Because everyone else is doing itisnota strategy.

24.

  • Facebook
  • Why are companies directing traffic to Facebook instead of their own website?
  • What demographic is experiencing the largest growth on Facebook?
  • How can you convert FacebookLikesinto sales?
  • Does Facebook foster customer loyalty?

25.

  • Facebook
  • www.Facebook.com/Honda

26.

  • Twitter
  • Whats the strategy?

27.

  • Blogs
  • Illustrates expertise
  • Best tool for SEO
  • Lets listen to an expert
  • http://www.youtube.com/watch?v=3gPWC4B2rSk

28.

  • YouTube
  • Worlds 3 rdmost popular website
  • Many people go here for instructions and product reviews.
    • Title your videosHow to
    • Use competitors name in title.
      • Why droid is better than iPhone
  • Link video to website.Embed video in website.

29.

  • QR Codes
  • What are they?
  • App. is needed, but its free.
  • Do not
    • Simply send people to your website.For that, just give them your URL.
  • Do
    • Link to videos, ads, coupons
  • Be creative
    • Customers want QR codes to add value to the experience.Make it fun!

30. Case Study Established

  • Key Marketing Principles at Growth,Revitalization
  • Profile - Handout Group work
  • Task Formulate Questions, Areas for Advising
  • Group Feedback
  • Resources for your use with Clients

31.

  • Marketing Plans
  • Preparing Your Clients -
  • One size DOESNT fit all!
  • Planning Tool
  • Operational Guide
  • Major Component of the Business Plan
  • Pitch to Investors
  • What are your experiences ?

32.

  • Putting it Together
  • Integrated Marketing Strategies
  • Continuity, Clarity, Consistency, 24/7
  • Marketing is a state of mind
  • Lifetime Customer Value

33. Wrap up

  • Common themes for your clients, your SBDC
  • Take-a-ways
  • Evaluations please Thank You!
  • Contact Info:[email_address]
  • [email_address]