Marketing Excellence

A PRACTICAL GUIDE

MLGDConsultancy

We work with entrepreneurs, making sure that at each stage of their business development they receive the services they need to realize their business

ambitions.

‘We are successful in achieving results because we not only tell our customers what the pathway to create value and growth is, we actively support and guide

our customers getting there!

Write: [email protected] Web: mlgd-consultancy.com

MARKETING EXCELLENCEWhat is it?

Creating Superior Customer Value

IT’S A JOURNEY AND 70% FAIL

Create the promise(innovation &

customer insights)

Keep the promise(internal and external

engagement)

Putting marketing (& sales) in the center of your organization

Marketing triggers your profitability metrics, it affects acquisition, retention and brand value. Marketing drives margin, ROI and EBITDA. Marketing helps to find new ways to

organic growth, sustainably and profitably.

1. The customer promise as the heart of your strategy (compelling vision and

strategy)

2 STEPS TO START THE JOURNEY

2. Make marketing your organization engine, your ‘power center’

An excellent marketing manager should be capable to cover the following disciplines; product development, product launch, positioning, distribution, go to market strategies,

advertising, brand management, promotion, innovation, market selection, customer service, pricing, social media, lead generation, stock market performance, customer

relationship management, market research, competitive intelligence

IT IS A PROCESS!

•  ‘No one has ever won a game of chess by taking only forward moves. Sometimes you have to move backward to get a step forward’

BEFORE YOU START

•  ‘If you think it’s expensive to hire a professional, wait until you hire an amateur’

•  ‘An unwritten strategy is not a strategy, that’s a dream’ (and sadly most dreams don’t come true)

1.  Analyze your current marketing (team) effectiveness

9 STEPS

•  Objectives & targets (marketing audit)

•  To only make new mistakes!

•  To solve the problem you have to understand the problem

•  Every good conversation starts with good listening!

2.  Gain a profound understanding of your market-place

LOOK, LISTEN AND UNDERSTAND

•  Collect data

•  Understand buying behaviour (B2C, B2B)

•  Customer insights, Market insights, Competitor insights

•  Market research

3.  Select and segment your audience (segmentation strategy)

TALK TO YOUR CUSTOMERS

•  Customer insights

•  Customer Data management

•  Defines your target audience

4.  Brand development and competitive positioning

TO BE OR NOT TO BE

•  Brand Strategy

•  Positioning Strategy

•  Differentiation!

5.  Marketing Planning

VALUE PROPOSITION

•  Marketing Plan à Marketing Mix à Communications Strategy

•  Product development, product portfolio, pricing strategy, distribution channels

•  What is your proposition (add value!)

•  Budget

6.  Aligned with sales strategy

STRATEGY & TACTIC

•  Customer recruitment / acquisition

•  Customer management

•  Customer retention

7.  Integrated Marketing Communications Planning

PRIORITIZE AGAIN AND AGAIN

•  Content Strategy

•  Media Strategy

•  Production

•  DIY versus Outsourcing

Mobile, video, digital, website, social, SEO, PPC, email marketing, e-commerce,

events, sponsorships, promotions, direct marketing, brand campaigns, discounts,

loyalty cards, digital advertising, print advertising,

TV, outdoor advertising, PR, in-store promotion, training, pop-

up stores and so on…...............

8.  Analysis of your business performance by KPIs

THE BIT NO ONE LIKES…

•  Review your marketing plan

•  If it cannot be measured, it cannot be managed

•  Don’t over-complicate

•  Easy to understand, measurable, up to date

9.  Develop Your Organization

PEOPLE MAKE YOUR BUSINESS

•  Champion the High Performers

•  Invest in skills development

•  Reward & pay-review

MANAGING THE CHANGE

1. The customer promise as the heart of your strategy

DURING THE JOURNEY

2. Make marketing your organization engine, your ‘power center’

3. Communicate internally (top down & bottom up) & externally

4. Pick the right battles as no one became world-class overnight

5. Lead by example

6. Build coalitions for change

7. Foster talent (and don’t be afraid to cut)

8. Reward success

MLGD CONSULTANCY

We work with entrepreneurs, making sure that at each stage of their business development they receive the services they need to realize

their business ambitions.

‘We are successful in achieving results because we not only tell our customers what the pathway to create value and growth is, we actively

support and guide our customers getting there!

Write: [email protected] Web: mlgd-consultancy.com