Marketing 101 The Refresher Course

•Vision• Where are you going?• Clear vision of the future• Helps decision making• The essence of your organization• Your future position in the marketplace• A goal worth stretching for• Bold, challenging, exciting & inspiring

•Mission• Who you are now• What you do• Who you serve• What needs you fulfill• What you stand for• Your purpose for being• A precise statement

Vision and Mission Statements

•Should be SMART• Specific• Measurable• Attainable• Realistic• Tangible

•Why are they important?• Strong motivational statements• Build consensus• Solidifies an organization• Creates an image for clients• Becomes a rally cry

SWOTT

Marketing Strategies

Research 101

•Focus Groups•Internet searches•Secret shoppers•Competition analysis•Surveys/interviews•Test markets

Return on Investment (ROI)

•Measure, Measure, Measure•Keep detailed records•Always ask new client where they came from•Reassess advertising plan with ROI records

Marketing vs Sales What is the difference?

• Marketing assists in making new calls by defining and qualifying prospects. Marketing concentrates on who to call. Sales concentrates on executing the call.

• Marketing assists in making new and existing calls by arming sales reps with the collateral, Web presence, and promotional programs they need to make compelling presentations.

• Marketing assists in overcoming objections by researching and reviewing customer wants and needs, along with sales successes and failures. In this way marketing can reshape product/service offering to meet customer demands.

• Marketing assists in building long lasting business relationships by developing meaningful loyalty programs, reviewing customer experiences, and crafting entirely new product and service offerings.

Do You Have a Marketing Plan?•Vison, mission, core values•Market analysis/competition analysis•Target market designation•Product development•Packaging , branding and design•Print, design and web plan•Budget and plan

•Marketing strategy•Reasonings & Methodology•Marketing Calendar•Internal communications plan•Internal & external voice•Literature plan•PLAN FOR USING THE PLAN!

6 Principles of Marketing

Investigate

•Who is your competition?•What are they doing?•What do you do different/better?•What is your business focus?•Where are your customers?•How much does your product cost

compared to your competition?

Solve

•How will you differentiate your product to your customer?•What will your message be to your customer?• Might there be several different customer types with differing messages?

•What is the best way to get in front of your customer?•How do you move things to the left in your SWOTT?•What is the best type of marketing for your business?•Are your ideas attainable goals?

Develop•Create a budget with a good marketing mix•Write copy that gets attention (a call to action)•Create brand standards for your logo and ALL collateral•Create internal communications plan•Research and write a tag line•Decide on offers/specials•Write reasonings & methodologies•Decide how many different campaigns you will use• Dependent on market segment and consumer differentiation

Plan•Research and finalize any Trademarks•Create 6 or 12 month budget and plan of action•Create a customer organization/procedure chart•Create ROI tracking protocol•Organize, organize, organize•Create a literature matrix for complex sales tools•Communicate with all sales staff

Create•Decide on color pallet and STICK TO IT!•Less is more•Think outside the everyday•Get inside the consumer’s brain•Use compelling imagery•Repeat, repeat, repeat•Be witty, creative, funny, interactive, helpful, friendly

Color psychologyBlackAuthority and power, stylish and timeless, implies submission, can also be overpowering, or seem aloof or evil. WhiteInnocence and purity, reflects light, clean, neutral, and goes with everything, shows dirt, implies sterility. RedEmotionally intense color, stimulates a faster heartbeat and breathing, the color of love, gets noticed, valor, appetite stimulant, heartiness, will attract attention. Red is an extreme color, not good for negotiations or confrontations. PinkRomantic color, tranquilizing, feminine, soft, delicate or sometimes weak.

BlueSky and the ocean, justice, vigilance, loyalty, and productivity. Blue is a popular color, opposite reaction of red. Peaceful, tranquil, produce calming chemicals, can be cold and depressing, unappetizing. GreenNature. It is the easiest color on the eye and can improve vision, calming, refreshing, relaxing, represents fertility. Dark green is masculine, conservative, and implies wealth. YellowCheerful sunny, attention getter, optimistic color, enhances concentration, speeds metabolism. Tends to aggravate temper. It is the most difficult color for the eye to take in, can be overpowering,. PurpleRoyalty, luxury, wealth, sophistication, feminine and romantic. Can be considered artificial. BrownSolid, reliable earthy, nature, masculine, can also be sad and wistful. Light brown implies genuineness.

Apply•Make it happen•Work in the power of 3’s•Follow budget and plan of action calendar•Follow through•Follow up on all leads•Reassess Marketing Plan every 30 days• Change, update, add, subtract and take copious notes

Cheap Marketing

Public Relations• Press Releases

• Interviews

• Local buzz

• Events & sweepstakes

Cheap Marketing•Web• Organic search engine optimization• Blogs• Yelp• Search engine Business search/maps• Online reviews• Message boards• City Search• Trade/niche sites

Cheap Marketing•Social Media• Twitter• Facebook• Linkedin• Flickr• YouTube• Digg• Yelp• Ect ect ect

Cheap Marketing•Networking• Local Chamber• Leads or Earn Groups• LeTip• Women’s Groups• Trade associations• Charity organizations• Sports teams• Blogs

Cheap Marketing•Reciprocity• Referrals• Trade• Charitable donations• Volunteerism• Free seminars• Samples

© 2010 Gilmore Marketing Concepts