CIPE Marketing for Business Associations

8/8/2019 CIPE Marketing for Business Associations

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Presented byDr Masood ButtDBA,MBA,MA,MCIM,MIMC

Marketing and PR

Center for International Private EnterpriseCopyright 2007


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Mission


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Marketing

The term was first defined in 1937 by AmericanMarketing Association (AMA) and later onrevised as below:

"Marketing is an organisational function and a set ofprocesses for creating, communicating, and deliveringvalue to customers and for managing customerrelationships in ways that benefit the organisation and

its stakeholders."


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Ten truths of Marketing

1. The customer does not have to see things from your point of view2. Information costs money-and it may take time gather3. Firm must add value in order to add to price4. Most firms potential is strongly influences by personnel5. Retailers and manufacturers have different interests

6. The marketing place is increasingly global7. Few small succeed in unseating a giant, yet they are a major

threat8. Transactionism is equipped to complete with relationship

marketers

9. Stream line production and distribution tasks10. Market share, unlike body weight is very difficult to gain and very

easy to lose


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Network

Marketing

Diversity

Experiential

Marketing

Relationship

Marketing

Evangelism

Marketing

Services

Marketing

Marketing

Types of Marketing


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Marketing Mix


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Target Market Analysis


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Product / Service Mix


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Promotion Mix


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Advertising Advertising may be described

as the science of arrestingthe human intelligence longenough to get money from it.

The aim of advertising is notto state the facts about aproduct but to sell a solutionor a dream.


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Media Marketing Matching the needs and

expectations of yourcustomers (target market)to the appropriate media.

Selection is made based onthe profiles of variousmedia that is available,

which also evaluating cost.


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The Role of Media


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New Media MarketingNew Media Marketing is a relatively

new concept utilised by businesses indeveloping more transacted

community, which allows customers

to congregate and extol the virtues of

a particular brand.

It includes

Internet

Mobile phones

IPODS

PDAS


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Internet Marketing


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Public RelationsPublic relations involve:

1. Evaluation of public attitudes and

opinions.2. Formulation and implementation of

an organisation's procedures and

policy regarding communication with

its publics.

3. Coordination of communicationsprograms.

4. Developing rapport and good-will

through a two way communication

process.

5. Fostering a positive relationship

between an organisation and its

public constituents.


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Public Relations Providing mass media with stories and news releases

concerning industry, profession, or community.

Providing trade and professional journals with informationabout developments of services of industry, profession, orcommunity.

Maintaining an ongoing public relations committee

Providing members with information they can use Providing speeches members can use for public relation

purposes

Providing members with public relation films, cassettes,and discs they can use

Maintaining a speakers bureau

Conducting a national week for the industry orprofession


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Public Relations Maintaining a display booth which goes to exhibits around

the country or world

Conducting an annual tour to cities to meet with anddiscuss mutual problems with citizens, local government,and enforcement officials

Providing tips on breaking news events to selected

reporters and commentators

Sponsoring photograph contests

Providing television documentaries

Sponsoring career days and safety programs in schools

Publishing directories containing profiles of membercompanies to be distributed


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Use Of Public Relations


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MembershipForms

Services

Needs

Discount

Recruitment

Referrals

Retention

Communication

Membership


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Motives of Membership

Professional and personal recognition

Monetary gains from contact with new customers,clients, or allies

Personal ambitions to accomplish individual goals

Networking opportunities with other business associates

Educational programs Corporate and personal-image improvement

Industry or community involvement

Valuable information sources

Personal and professional growth and development


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Motives of Membership Political contacts and information

Pro-business participation in government

Project that improve the community r the industry

Publications

Services and benefits such as health or liabilityinsurance

Latest technology information

Social functions

Unity

Economies of scale Feeling of belonging to a group

Opportunity to influence public policy


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The companies not to have extensive personalinformation.

Willing to tell some companies what they might like tobe informed about.

Companies to reach them only with relevantmessages and media at proper times.

Want to be able to reach companies easily by phoneor e-mail and get a quick response.

What Members want


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What Business

Associations want

To know many things about customer and prospect. To tempt with offers, including those that they

might have awareness of or interest in.

To reach them in the most cost-effective wayregardless of their media preferences.

To reduce the cost of talking with them live on thephone.


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Members Recruitment

Relationship


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Tips on Members Recruitment Establish a Presidents club

Establish a Chairmans club

Provide special complimentaryterms

Give lapel pins or other jewelry

Have special seating atassociation events

Hold drawings for prizes

List in association publications

Display a large sign at listing

Hold special luncheon or dinner


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Marketing Plan


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Documents

CIPE Marketing for Business Associations