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Marketing:Marketing:ItIt’’s Your Businesss Your Business
Digital Safari InstituteGreenBizz Project
What is Marketing?What is Marketing?
Marketing is NOT sales, it leads to salesMarketing is NOT sales, it leads to sales
Marketing is:Marketing is:
““The process of planning and executing The process of planning and executing
the conception, pricing, promotion, and the conception, pricing, promotion, and
distribution of ideas, goods, and services distribution of ideas, goods, and services
to create exchanges that satisfy individual and to create exchanges that satisfy individual and
organizational objectives.”organizational objectives.”
- American Marketing Association (AMA)- American Marketing Association (AMA)
Digital Safari InstituteGreenBizz Project
The Four PThe Four P’’s of Marketings of Marketing
ProductProduct– What you offer is what they needWhat you offer is what they need
PricingPricing– Aligned with sense of value and competitionAligned with sense of value and competition
PlacementPlacement– Make it easy to buy!Make it easy to buy!
PromotionPromotion– Express your value proposition!Express your value proposition!
BrandingBranding
Digital Safari InstituteGreenBizz Project
What is a Brand?What is a Brand?
““A A name, sign or symbolname, sign or symbol used to identify items or used to identify items or
services of the seller(s) and to differentiate them from services of the seller(s) and to differentiate them from
goods of competitors.“goods of competitors.“
"Simply put, a brand is a "Simply put, a brand is a promisepromise. By identifying and . By identifying and
authenticating a product or service, it delivers a pledge authenticating a product or service, it delivers a pledge
of satisfaction of satisfaction
and quality." and quality."
Digital Safari InstituteGreenBizz Project
What is a Brand?What is a Brand?
"A "A set of assets (or liabilities)set of assets (or liabilities) linked to a brand's linked to a brand's
name and symbol that adds to (or subtracts from) name and symbol that adds to (or subtracts from)
the value provided by a product or service…" the value provided by a product or service…"
"A brand is the most valuable real-estate in the world, "A brand is the most valuable real-estate in the world,
a a corner of the consumer's mindcorner of the consumer's mind.“.“
"A brand is a "A brand is a collection of perceptionscollection of perceptions in the mind in the mind
of the consumer.“of the consumer.“
Digital Safari InstituteGreenBizz Project
What is a Brand?What is a Brand?
Key Points: Key Points:
– Brands are not necessarily positive!Brands are not necessarily positive!
– Building a positive brand takes effortBuilding a positive brand takes effort
– It is critical to actively manage and It is critical to actively manage and
maintain your brandmaintain your brand
Digital Safari InstituteGreenBizz Project
What is Co-Branding?What is Co-Branding?
Co-branding is the practice of using multiple brand Co-branding is the practice of using multiple brand
names together on a names together on a
single product or service single product or service
(or a group of products or services) (or a group of products or services)
Leveraging one brand to enhance anotherLeveraging one brand to enhance another
Examples? … They’re all around!Examples? … They’re all around!
Digital Safari InstituteGreenBizz Project
Branding StrategiesBranding Strategies Goal: To create a Goal: To create a brand promisebrand promise that creates that creates
emotional connectionsemotional connections
1.1. Grounded in the brand’s core valuesGrounded in the brand’s core values
2.2. Clearly relevant and engaging to Clearly relevant and engaging to
your target marketyour target market
3.3. Able to create some sort of positive emotional Able to create some sort of positive emotional
attachment beyond attachment beyond
just being “good”just being “good”
Digital Safari InstituteGreenBizz Project
Branding StrategiesBranding Strategies
4. Repeated internally and externally 4. Repeated internally and externally
within your organizationwithin your organization
5. Adaptable to the business climate5. Adaptable to the business climate
6. Continually reinforced6. Continually reinforced
7. Consistent across advertising 7. Consistent across advertising
and marketing mediumsand marketing mediums
8. Known and echoed by business partners8. Known and echoed by business partners
Marketing CommunicationMarketing Communication
Digital Safari InstituteGreenBizz Project
Marketing Communication: Marketing Communication: Key Messages for Target AudiencesKey Messages for Target Audiences
Create awarenessCreate awareness
Make a positive impressionMake a positive impression
Communicate key informationCommunicate key information
Generate enthusiasmGenerate enthusiasm
Motivate actionMotivate action
Digital Safari InstituteGreenBizz Project
Keys to Effective Keys to Effective Marketing CommunicationMarketing Communication
Target your Target your audienceaudience
Define your Define your messagemessage
Select the Select the formatformat
Describe the Describe the treatmenttreatment
Digital Safari InstituteGreenBizz Project
Expressing Your BusinessExpressing Your Business
Name of your companyName of your company
Tag lineTag line
Elevator speechElevator speech
LogoLogo
Collateral materials, ads, etc.Collateral materials, ads, etc.
Digital Safari InstituteGreenBizz Project
Marketing Basics = Web BasicsMarketing Basics = Web Basics
Tag LineTag LineValue PropositionValue PropositionSustainable Market AdvantageSustainable Market AdvantageElevator SpeechElevator Speech
Site MapSite MapCool HeadingsCool HeadingsProducts/ServicesProducts/ServicesAbout UsAbout Us
Go For It!Go For It!