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Marketing: Marketing: It It s Your Business s Your Business

Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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Page 1: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

Marketing:Marketing:ItIt’’s Your Businesss Your Business

Page 2: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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)

Page 3: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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!

Page 4: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

BrandingBranding

Page 5: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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."

Page 6: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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.“

Page 7: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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

Page 8: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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!

Page 9: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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”

Page 10: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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

Page 11: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

Marketing CommunicationMarketing Communication

Page 12: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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

Page 13: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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

Page 14: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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.

Page 15: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

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

Page 16: Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is

Go For It!Go For It!