Marketing Forum PresentationUpdate by kellena94

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									  TRENDS IN                   Be a
                              leader
  MARKETING

According to a survey of U.S.
Senior Executives, marketing
will be the most important area
     of expertise for the next
      generation of leaders

                  www.marketingtoday.com
   MARKETING
  PRESENTATION
“develop the marketing bug”

• What marketing is
• 16 fundamentals of marketing
• 7 steps to developing a marketing plan
      WHAT IS
    MARKETING?


         Exchange
        Relationship
Buyer                  Seller

        VALUE
 MARKETING                    #1
FUNDAMENTAL


     Become a VALUE
 innovator with everyone in
 your company sharing the
     same philosophy
 MARKETING                #2
FUNDAMENTAL


People buy what they value,
 not always what they need
     MARKETING                          #3
    FUNDAMENTAL
Know, Know, Know your target market
•Know how they think and feel
•know what motivates them
•Know where they go to buy goods
•Know where they go to get information to buy
•Know how much information they need to buy
•Know what type of buying power they have
•And recognize that they change just like the
marketplace
  MARKETING                  #4
 FUNDAMENTAL

  Marketing is an investment and
 should always be viewed as such,
therefore preparation and planning
      always precede action

 RETURN ON INVESTMENT
  MARKETING                           #5
 FUNDAMENTAL
Do your Research
•Understand all the players in the industry
•How the industry operates/standards
•Competitors
•Size of market/market share/channels
•Changes/life cycle of the industry
 MARKETING                    #6
FUNDAMENTAL

 Set realistic goals and always
    measure your results --
   Reposition as necessary

Quantitative & Qualitative Goals
  with measurable attributes
 MARKETING                   #7
FUNDAMENTAL

 Marketing is a continuous
   process of integrating
 marketing strategies and
tactics to achieve results, it
  is not a one-time event.
   MARKETING        #8
  FUNDAMENTAL




Perception      Reality
 MARKETING                #9
FUNDAMENTAL

 The Power of Packaging
   MARKETING                  #10
  FUNDAMENTAL

  The Power Of Databases
 Having current and accurate data on
 your customers’ becomes a trade
 secret and asset to your business

CREATING ACCESS TO MARKET
  IS A MAJOR ADVANTAGE
  MARKETING                    #11
 FUNDAMENTAL

    The Value Of Networking
•Belonging to trade associations
•Attending trade shows, local, state
and national events
•Chamber/business events
 MARKETING        #12
FUNDAMENTAL
          Products solve
            problems
 MARKETING              #13
FUNDAMENTAL

Needs/wants can be created
       MARKETING                                             #14
      FUNDAMENTAL
 Marketing Prowess
                                          Product    Price

•Know what you can control               Promotion   Place
  The Marketing Mix (4 p’s)

•Know what you cannot control
  competitive forces, technological forces, socio-demographic
  forces, political/legal forces, event forces, economic forces,

•Be an industry watchdog for opportunities/threats

          POWER IN KNOWLEDGE
  MARKETING                       #15
 FUNDAMENTAL

          Observe and
 LEARN FROM THE BIG GUYS’

Don’t necessarily mimic where they
advertise, but observe how they brand
themselves and how they position their
messaging, and how they build loyalty in
their customer base
   MARKETING                         #16
  FUNDAMENTAL

            Be Different
If you aren’t perceived any different than
your competitors, consumers can only
evaluate you by comparing prices.


IF THE ONLY VALUE IS PRICE,
 YOU BECOME A COMMODITY
  DEFINING THE                          Step
 TARGET MARKET                           #1

• What is my target market demographics (age,
  income, marital status, religion, education
  level, SIZE)
• What kinds of products/services do they really
  value in my product category
• What type of buying power do they have to
  purchase
• What is their attitude towards competitors
• Where do they go to buy products
• How do they make purchasing decisions
     CONDUCTING                      Step
      RESEARCH                        #2


•Research and validate the size of the
market
•Understand industry characteristics and
stage in life cycle
•Know your competitors (direct and indirect)
•Market forces that may be changing the
industry
PERSONA CREATION                   Step
    positioning                     #3


  •Is all about building an identity that
  consumers can relate to, understand,
  and create positive impressions;
  different from your competitors
  •where value is achieved, and top of
  mind awareness is gained when a
  need/problem is identified.
 PERSONA CREATION

Consistency                 Legitimacy



              POSITIONING



  Branding                  Credibility
Examples of Positioning

 Nordstrom’s          Walmart
Quality products      Everyday low prices
Exceptional service   Exceptional price
                      values
Various, high-end
brand name products   Various product
                      categories
High-class shopping
experience            One-stop shopping
   MARKETING                     Step
   STRATEGY                       #4



A plan of action developed around your
  company’s positioning, resources,
  capabilities, and market forces that
  exist in your industry.
         –Set realistic goals
         –Build in measurable
          milestones
The Marketing Mix



     Products   Price



    Promotion   Place
   DETERMINE                         Step
MARKETING TACTICS                     #5
• Sponsorships          • Tradeshows
• Press releases        • Speaking
• Events                  engagements
• Website               • Networking
• Newsletters           • Email blasts
• Thank you cards       • Joint venture
• Education/product       partnering
  tips thru podcasts,     campaigns
  website, blog         • Social networks
• Free product trials   • Advertisements
BUILD A MARKETING                    Step
     TOOL KIT                         #6


•   Website (constant need to attention)
•   Letterhead, biz cards, note cards
•   Brochure
•   Written Sales Pitch
•   RFP Templates
•   Product Line Card
•   Press release boilerplate
 CREATE THE                 Step
  EXCHANGE                   #7



Execute, Execute, Execute

Measure, Measure, Measure
DEVELOP A SOLID
MARKETING PLAN
That influences your reader to buy-in to
your concept without having to question
who, what, where, when, why

     • www.businessplans.org
     • www.bplans.com
     • www.sba.gov
PROOF OF CONCEPT

								
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