Marketing 101
Denise Dean
Owner, 4 Simple Marketing
The original marketing mix
Promotion:
What normal people think is marketing:
Advertising
Events
Press releases
Trade shows
Direct vs. indirect
Brand awareness
Brochures, datasheets
Freebies
What is marketing?
The 4 P’s of marketing:
Product
Price
Place
Promotion
All are interdependent on each other…..
Product:
You say: Your customer says:
o What is it? o What is it?
o What “need” does it o Why do I need it?
address? o Where can I get it?
o What are the operational o What does it cost?
specs? o Why would I chose yours?
o What are the features and
benefits?
o Who are your competitors?
Price:
What is the price vs. cost?
What is the ROI and what can we spend to
promote it?
Is it a value?
Can we control the cost? If we can’t drive
price, then we control cost.
Place:
Driven by the product type :
The path to the buyer
Channels
Decision influencers
Is it convenient
Is it accessible
What about the other P’s of
Marketing?
Price
Process Place
The
Marketing
Mix
People Product
Physical
Promotion
Evidence
Physical Evidence:
The material part of the Business cards
services that we offer: The building
Packaging Valet service
Web pages Parking lot
Paperwork – invoice, And much more……
stationary, receipts
Brochures
Furnishings
Signage
Uniforms
People:
People serve as the most What’s important:
important element for Training – who greets
any service or the customer?
experience. Personal Selling – do
they know your
Customers – patients
products and how to
and their families expect
access them?
good service.
Customer Service –
What will differentiate us
attitude, attitude,
from our competitors is
attitude – Our
the outstanding customer
customers are coming
experience. here because choose
us
Process:
Process is the piece of service that shows how
the customer is experiencing us.
Membership clubs
Buying groups
On-line access
Catalog sales
Stuff that drives the
customer crazy!
And we don’t even think about it….
Too much clutter!
What does the customer see going through
the check out?
Homemade signs
Homemade signs
Everyone thinks they are doing the right thing
when they post their own signs.
Usually homemade signs are because there
is something wrong with the “flow”
I.e.: I was recently at the post office and the
sign was taped on back of an overnight
express package, hand written and demanded
that the customers wait in line behind the
sign…..
Free Brochures & Literature
All companies love to give you stuff to
advertise their products, but ask them for a
display rack and when they will be refilling?
Purchase your own display rack and manage
what you want your customers to have
access to.
Post a no soliciting sign and through away
anything left without permission
Solicitation?
Decorations?
Have clear rules about holiday decorations,
personal “stuff” with all departments.
Next steps:
Complete internal audit
Develop area’s of improvement
Develop clear Brand Management rules and
educate every one about them
Educate all employees on what marketing is
and how important their role is
Meet with Directors and agree to work plan
Implement work plan