MARKETING Strategic Plan Culture Value Statement Stakeholder

MARKETING

Strategic Plan Culture Value Statement Stakeholder Values Shareholder Values SWOT Vision Statement SW Internal Assessment OT External Assessment Long Term Objectives Mission Statement Strategic Analysis & Choice Tactics & Goals Financial Projections CSF, Controls & Evaluation

THE 4 P’s OF MARKETING

Issues… with the 4 P’s ►Outsourcing ►Predatory ►Price Product Development Pricing vs. Value ►Evolving Marketplace ►Declining Brand Loyalty

How Do We Go Beyond the 4 P’s?

SAY HELLO to…The Four R's Successful marketing campaigns in today’s economy need to go beyond the Four P's of marketing, and capitalize on the Four R’s… Product Place Promotion Price Relevancy Retrenchment Relationship Reward

SAY HELLO to…Relevancy: ► Identify and Retain Customers ► Become a Trusted Source of Information ► Intelligently ► Small Targeted Products & Services Businesses have the advantage ► Customer Relationship Management - The Mackay 66

The Mackay 66 Customer Profile 66 Questions www. harveymackay. com

SAY HELLO to…Relationship: ► Delight ► Touch ► Meet ► Sell the Customer Points Wants & Needs the Experience - Disney

SAY HELLO to…Retrenchment: ► Baby ► Gen Boomers are beginning to retire X – Filling the Void ► Generation ► Go Y – The Millenials to your Customers ► Use Technology

SAY HELLO to…Reward: ► Know your Customer’s Values ► Design Rewards Accordingly ► Rewards Can Be: Money, Time, Recognition, Fun

Remember the Four R's Product Place Promotion Price Relevancy Retrenchment Relationship Reward

SAY HELLO to… Concierge Marketing As a result, one-to-one marketing will be a must for most businesses. The winners tomorrow will be the companies that figure out how to take steps using personal attention, online and other technologies to improve, enhance, personalize, and deepen customer relationships. This is Concierge Marketing. "In fact, the age of concierge marketing is ideal for small and midsized businesses. Their flexibility and ability to customize make small businesses especially suited to this style of business -- far more so than the traditional, large Fortune 500 Company. " Elliot Ettenberg

Thought "Smart advertisers are those who set out to win the customer's heart long before he/she needs their product. Their only goal is to be the company that he/she thinks of first and feels the best about whenever their need arises. Smart advertisers make no attempt to predict the moment of the customer's need but buy enough repetition to ensure they will immediately spring to mind whenever such need arises. " Roy H. Williams

Remember Marketing is your face to the world…

Marketing Strategy READY AIM FIRE Use the SWOT Long-Term Objectives Identify Target Markets Position Yourself Set Measurable Goals Communication

Target Market Demographics Age, Income, Race Zip Code, Sex, etc Psychographics Likes & Dislikes Motivations Activities

Positioning Segmentation + Differentiation Demographics + Psychographics Ability to Buy + Reason to Buy How you POSITION your product makes all the difference

Branding - What is a Brand

Old-School Branding

Corporate Branding

Branding Defined A System of Shared Values. A Promise of expected Product, Service or Experience Don’t Break Promises To Customers

Branding Identity The outward expression of the brand, including its name and visual appearance. The brand's identity is the means of consumer recognition & is the symbol of the brand's differentiation from competitors.

Branding-Top Worldwide Brands $67 Billion $59 Billion 1. Coca-Cola, 2. IBM, 3. Microsoft, 4. General Electric, 5. Nokia 6. Toyota, 7. Intel, 8. Mc. Donalds, 9. Disney, 10. Google

Branding What Does Your Brand Represent? What is Your Brand Worth? WHAT WOULD YOU LIKE IT TO BE?

Marketing Communications (MARCOM) THE EXECUTION OF YOUR MARKETING STRATEGY Medium Reach Frequency Rate CPM = costo per mille Cost per Thousand

Relationship Marketing Direct Selling Public Relations Promotions Online Advertising

Direct Selling Best Form of Relationship Marketing Not Always Possible Directly Engages Customers

Public Relations Not Paid For Brand Awareness Credibility Events Media Press Releases

Promotions Give-away POP Events

Online Your Website Industry Sites Blogs Sponsorship Links Video Social Networking

Advertising A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad. Donny Deutsch Concept USP Headline Copy Offer Call to Action

Advertising Mediums TV Magazine Newspaper Outdoor Radio Direct Mail POP Displays Internet Pros & Cons To Each

Questions…