Communicating… An introduction to Marketing by Chris Robinson.
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Transcript of Communicating… An introduction to Marketing by Chris Robinson.
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Communicating…
An introduction to Marketing
by
Chris Robinson
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A Brief History of Marketing• Before steam power!
• Steam power manufacturing
• Steam trains and ships
• Henry Ford
• Improving communications with your
markets
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The Definition of Marketing
• Identifying need in a market from which you can profit• Designing and developing the product/service to meet the
need• The Marketing Mix and the 4 P’s:-
– Product– Price– Packaging*– Promotion
• All chosen for a competitive advantage• Now there are 16 P’s! People, place, process, physicals,
policies, publicity, production, penetration, product development, etc.
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Positioning Your Company
• Develop a unique Quality position*• Introduce a unique Guarantee• Develop ‘Unique Selling Points’ for
– Your products (Features, Advantages, Benefits)
– Your services– Your marketing
• Be ethical – all descriptions and packaging must match the offer
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Marketing Communications
• Marketing has given us a product to sell, now we must communicate that product to the market
• Marketing communications include:-– Advertising (Above the Line and Below the Line)– Telephone canvassing– Direct Mail– Personal Selling, cold calling– Word of Mouth (WOM) - Networking– Open Days, Exhibitions and Seminars – Indirect Offers– The Web and Internet marketing– Any other marketing communications opportunity you can think of?– You also need marketing collateral
• Strategy, Planning and Marcoms Plans• The difference between marketing and selling
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The Continuum of Behaviour
• Awareness• Interest• Knowledge• Commitment to
– People– Product– Price– Company
• Decision• Customer• Advocate
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Matching the Continuum of Behaviour with marketing communications opportunities
• Awareness Advertising
• Interest Advertising, Press Releases, articles
• Knowledge Case studies, brochures, articles
• Commitment to Word of Mouth, Personal Contact
– People Direct Mail, Telephone Canvassing
– Product Testimonials
– Price
– Company
• Decision Personal contact
• Customer Personal contact
• Advocate Word of Mouth
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Pipeline Management
• Where do the leads come from?
• How much do leads cost?
• Which leads produce the most sales?
• Why do leads fall out of the pipeline?
• Analysing and managing the pipeline
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The Product life Cycle (PLC)
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The Profitability Curve
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Marketing Models
• Marketing models are tools that help us gain a clearer view of our business
• Boston Consulting Group (BCG)
• The Ansoff Product Market Growth matrix
• There are many more models
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The BCG Matrix
• High Investment
• High Risk
• Need Expert Management
• Low Investment
• Generates a lot of cash
• Limited life time
Cash Cow
Rising Star• Not a success
• Might be!
• Invest time & expertise?
• Consumes money
• Takes up management time
• Divest – sell or scrap?
Problem Children
Dogs
?
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Marketing Development
Market Penetration
Diversification Strategy
Product Development
The ‘Ansoff’ Matrix
• Sell more to existing customers
• Increase prices• Find new customers
• Risk factor 1
• Find new markets• Export• Appoint Distributors• Franchise
• Risk factor 8
• Produce higher quality
• Produce lower quality
• Package differently
• Risk factor 4
• Find new products to sell to
• New Markets
• Buy companies
• Risk factor 16
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Who do you want to sell too?Business to business
• Vertical market
• Market segmentation
• Decision Making Unit (DMU)
• What motivates the buyer
• Match product to the need in the market
• Remember your USPs and benefits!
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Who do you want to sell too?Consumer
• Sex• Age• Position in family (responsibilities)• Problems• Income• Lifestyle• Interests• Remember your USPs and benefits!
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Develop a Sales Continuum
• Business to business– Clean database– Qualify prospect– Send information– Follow up asking research
questions & identify need– Make appointment– Send details on course and
prices– Be in the right place at the
right time!– Customer, advocate,
testimonial on your website and in your brochure!
• Consumer– Meet lots of young people
– Make friends
– What makes them tick?
– What are they interested in?
– Help them achieve their goals
– Here to help
– Re-sell benefits of courses and college
– Ask for other students
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The Three Most Important Questions• What do you sell?
– Parker Pens– Rolex watches– Indirect offer
• To whom do you sell?– Individuals, corporate or internal markets– Market segmentation, A,B,C1’s,C2’s,D, E’s– MOSAIC – Lifestyle based on postcodes– Types of purchaser – Product Life Cycle– Vertical markets – sic codes + segmentation
• How do you sell your products?– Which marcoms opportunities?
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Designing and Building a Database
• Database Management Systems – ACT! Maximiser
• Sources of Data:-– Yellow Pages
– Kelly’s
– Dunn & Bradstreet
– Local Papers
• Servicing databases by:-– Telephone (List cleaning, research, identifying need and appointments)
– Direct Mail (building an image – identifying with need)
– Reply Cards (Research questions and convenience)
– Direct and Indirect offers
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Telephone Canvassing
• Designing a Script– List Cleaning
– Research
– Identifying Need
– Making an Appointment
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Direct Mail
• Don’t sell products or services – identify with problems!• Have clear objectives for direct mail
– Sell more products or services– Sell an indirect offer (Open Day, Seminar, Exhibition)– Build mind share– Build a particular image (quality)– Be in the right place at the right time
• Consider the use of Reply Cards and fliers• One page is enough! Plenty of white space! Use bullet
points!• Quality of medium should match quality of service
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Writing compelling copy for websites, direct mail, brochures and fliers
• What is the IQ of your audience?
• How much time will they give you?
• What motivates/interests them?
• Is your communication easy to read?
• Does it use the same terminology?
• Does your marketing quality match the market?
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Start With a Question!
• Do you suffer from headaches?
• Have you got PlayStation III with a Graphics accelerator?
• Have you got an AM DBS V8 with Bosch injection?
• Are you fed up with poor quality office furniture?
• Are you fed up calling Call Centres?
• Would you like your staff to be more productive?
• Are you expanding your business? Opening a new office?
• End with a strong Call to Action
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Creating Copy that Sells
• Don’t tell people how wonderful you are! You have already decided:– Who is your market– What are you going to sell them
• Remember your unique:– Quality position– Guarantee– Benefits– USP’s for your products, services and marketing
• Get on with telling them!
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Structure - AIDA
• Identify with your market• Identify with the markets problems• Offer solutions• Get commitment to:
– You
– Your offer
– Your company
– Your price – if you must!
• Call to Action – tell them what to do next!
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Summary and Close
• We have covered:– What is marketing– The Continuum of Behaviour and Marcoms– Marketing models– The 3 important questions of marketing– Building and servicing a database– Understanding your target market– Writing copy that SELLS!
• Any Questions?• Thank you for coming!
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Communicating
Chris RobinsonCommunicating023 8028 2366
www.communicating.co.uk
My business is marketing