Kanab Marketing Seminar

8/6/2019 Kanab Marketing Seminar

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SteveCarwell

Market ingGuerilla Style


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SteveCarwell

[email protected]

Presented By:

Steve

Carwell

801-979-8400


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What is Marketing?

American MarketingAssociation (AMA):

"Marketing is the process ofplanning and executing the

conception, pricing,promotion and distributionof ideas, goods and servicesto create exchanges thatsatisfy individual and

organizational goals."


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Agenda 6 Marketing Traps

3 Levels of a Product

Product Life Cycles

1 Page MarketingPlan

Power of 1%

Guerilla Tactics

Yellow Page Ads


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Six Marketing Traps

That could cost you a

FORTUNE


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Six Marketing Traps

1.The Positioning StatementTrap

2.The Trap of Lying

3.Business Alignment Trap4.Random & Scattered Efforts

Trap

5.No Marketing Plan Trap

6.Measurement Trap


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Positioning Statements

1.Who are you

2.What business are you in

3.For whom (who do you serve)

4.Whats needed by the market

5.Against whom do you compete

6.Whats different about yourbusiness

7.What unique benefit(s) do you
http://covers2/67/0887306667.jpg


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http://covers2/67/0887306667.jpg


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Invisible???


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Lying

To yourself

To your boss & co

workers To your prospects

& customers
http://images.google.com/imgres?imgurl=http://www.peppitext.de/WiCoDisney/Pinocchio-0050_1.gif&imgrefurl=http://www.peppitext.de/WiCoDisney/&h=400&w=410&sz=6&tbnid=r8Mfgz1kOz0J:&tbnh=117&tbnw=120&start=5&prev=/images?q=pinocchio&hl=en&lr=http://images.google.com/imgres?imgurl=http://www.peppitext.de/WiCoDisney/Pinocchio-0050_1.gif&imgrefurl=http://www.peppitext.de/WiCoDisney/&h=400&w=410&sz=6&tbnid=r8Mfgz1kOz0J:&tbnh=117&tbnw=120&start=5&prev=/images?q=pinocchio&hl=en&lr=http://images.google.com/imgres?imgurl=http://www.peppitext.de/WiCoDisney/Pinocchio-0050_1.gif&imgrefurl=http://www.peppitext.de/WiCoDisney/&h=400&w=410&sz=6&tbnid=r8Mfgz1kOz0J:&tbnh=117&tbnw=120&start=5&prev=/images?q=pinocchio&hl=en&lr=


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Random & ScatteredMarketing Efforts

When business slows down =panic

Keep a little more cash,

market less

Lots of different looks,colors, messages

Try all sorts of media + allthe stations

Marketing is nobodys job


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Business Alignment

Customer needs drive

Marketing Plans which must alignwith

Sales Plans which must align with

Business Plans which must alignwith

Corporate strategies that alignwith

Corporate cultures that align with

Shareholder strategies

Shifts?


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7-Step Marketing Build-Up

1.Understand your market &competition

2.Understand your customer

3.Pick a niche market

4.Develop your marketing message

5.Determine your marketing tools

6.Set sales and marketing goals

7.Develop your marketing budget


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Metrics Only 38% of US companies

measure Measurements Metrics

Benchmarks

Measuring MarketingResponsibilities

1.Acquiring customers

2.Keeping customers

3.Adding perceived value &equity


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Developing YourProduct

(And Services)


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3 Levels of a ProductFor many a product is simply the tangible, physical entity

that they may be buying or selling. You buy a new car andthat's the product - simple! Or maybe not. When you buy acar, is the product more complex than you first thought? Inorder to actively explore the nature of a product further, letsconsider it as three different products - the CORE product,

the ACTUAL product, and finally the AUGMENTED product.These are known as the 'Three Levels of a Product.' So whatis the difference between the three products, or moreprecisely 'levels?'


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The ACTUAL product is the tangible, physical product.

You can get some use out of it. Again with the carexample, it is the vehicle that you test drive, buy andthen hopefully collect if its a Z06 vette!


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The AUGMENTED product is the non-physical part ofthe product. It usually consists of lots of added value,for which you may or may not pay a premium. So whenyou buy a car, part of the augmented product would bethe warranty, the customer service support offered bythe car's manufacture, and any after-sales service.


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Product Life Cycles

The Product Life Cycle (PLC)is based upon the biological life cycle.

For example,a seed is planted (introduction);it begins to sprout (growth);it shoots out leaves and puts down roots as it

becomes an adult (maturity);after a long period as an adult the plant begins toshrink and die out (decline).


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Product Life Cycles

In theory it's the same for a product. After a period ofdevelopment it is introduced or launched into the market;it gains more and more customers as it grows; eventuallythe market stabilizes and the product becomes mature;then after a period of time the product is overtaken bydevelopment and the introduction of superior competitors,

it goes into decline and is eventually withdrawn. However,most products fail in the introduction phase. Others havevery cyclical maturity phases where declines see theproduct promoted to regain customers.


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ProductLife Cycles

IntroductionThe need for immediate profit is not a pressure. The productis promoted to create awareness. If the product has no orfew competitors, a skimming price strategy is employed.Limited numbers of product are available in few channels ofdistribution.


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GrowthCompetitors are attracted into the market with very

similar offerings. Products become more profitable andcompanies form alliances, joint ventures and take eachother over. Advertising spend is high and focuses uponbuilding brand. Market share tends to stabilize.

ProductLife Cycles


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ProductLife Cycles

MaturityThose products that survive the earlier stages tend tospend longest in this phase. Sales grow at a decreasingrate and then stabilize. Producers attempt to differentiate

products and brands are key to this. Price wars andintense competition occur. At this point the marketreaches saturation. Producers begin to leave the marketdue to poor margins. Promotion becomes morewidespread and use a greater variety of media.


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Product

Life CyclesDeclineAt this point there is a downturn in the market. For examplemore innovative products are introduced or consumertastes have changed. There is intense price-cutting andmany more products are withdrawn from the market.Profits can be improved by reducing marketing spend andcost cutting.

PLC Problems


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Be Careful

PLC ProblemsIn reality some productsdont follow such aprescriptive cycle. The

length of each stage variesenormously. The decisionsof marketers can changethe stage, for example frommaturity to decline by

price-cutting. Not allproducts go through eachstage. Some go fromintroduction to decline. It isnot easy to tell which stagethe product is in.Remember that PLC is likeall other tools. Use it toinform your gut feeling.


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Build a

7-SentenceMarketing Plan


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7 Sentence Marketing Plan

1. Tell the purpose of

your marketing, plainand simple.


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2. Tell the benefits that

your customers willderive from yourproducts or services.


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3. Explain your target

audience.


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4. This is the only long

sentence it shouldbe a list, listing themarketing weapons

you will be using.


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5. State your niche in

the marketplace your positioningcompared with all the

competitors.


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6. Describe your

companys identity,the real personalityof your organization.


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7. Tell your budget,

which should beexpressed as apercentage of your

projected grossrevenues.


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Sample 7 Sentence PlanAs an example, let's consider a

hypothetical adventure-travelcompany we'll call Peak

Experience. Peak Experience offersriver, hiking, and Jeep trips in theRockies and the Sierra Nevada.

Here's how the company's 2010marketing plan might look:

Peak Experience


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Peak ExperienceMarketing Plan:

Peak Experience wants tomotivate people to send for its

free video by calling a toll-free


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PeakPeak

ExperienceExperience

We'll do that bystressing ourvisually stirring

river andbackcountrytrips, ouraffable andknowledgeableguides, and ourdelicious food.

Marketing Plan:


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Marketing Plan:

Our travel company wants to reachadventurous males and females, bothsingles and couples, age 34 to 59, with

sufficient discretionary income for our


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Peak Experience MarketingPlan:

We will use a wide variety of marketing tools,

including the toll-free number, press kits,postcard mailings, a Web site, speeches, printedbrochures, video brochures, a referral program, anewsletter, a schedule of classified ads in travel

publications, and a onetime ad in a regionaledition of a national magazine (with reprints wecan use in our brochure); we'll also use articlespenned for travel publications, marketingarrangements with a network of travel agencies,

cable-TV spots in selected U.S. markets, posters- Our niche: we


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PeakExperience

MarketingPlan

Our niche: weprovide adventuretravel with

luxurious service.


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Peak Experience Marketing Plan:As a company, we radiate

excitement and

conscientiousness, blended with


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Because we want to grow our

company substantially, in 2010we will invest an aggressive10% of sales in marketing.

Peak

ExperienceMarketing

Plan:


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Target Marketing


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Focus on Benefits

How much can it save your customers?

How much can it earn for your

customers?

What intangible benefits mightcustomers realize, and is it possible to

quantify these benefits?
http://recanati.tau.ac.il/Eng/_uploads/extraimg/Benefits.jpghttp://recanati.tau.ac.il/Eng/_uploads/extraimg/Benefits.jpghttp://recanati.tau.ac.il/Eng/_uploads/extraimg/Benefits.jpg


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For My Consulting Company:


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For My Consulting Company:

To Save:

Money

Time

Effort

Resources

To Increase:

Income

Investments

Future

Personal

To Reduce:

Expenses

Taxes

Liabilities

Trouble

To Improve:

Productivity

Abilities

Confidence

Appearance

Peace of


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Marketing is Not

A Department

A Title

An Activity


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All Advertising is

Marketing

But all Marketing is NOT


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All Public Relations is Marketing

But all Marketing is NOT


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Marketing is an Expectationof everyone in the Company

The Result is aPerceptionin the minds of our target audiences

That Perception TriggersAction


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Marketing

911

What are we doing now?

What should we be doing?How should we do it?


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Market Research?

Marketing Budgets?Measures of

Effectiveness?

M a rk e tin g9 1 1


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So, Lets Do

Some Basic

Thinking


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ey Drivers of Profitability Price

Fixed Costs

Variable Costs

Volume of Transactions


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ater?r Steam?


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:ompany X

Revenue $2,500,000Cost of sales 1,700,000

Gross profit 800,000

Fixed expenses 700,000

Net profit 100,000

Gross profit margin 32%

Net profit margin 4%


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t IS he !OMBINATION A 1%

improvement inall 4 key drivers

results in a40.42% increase


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ey Drivers of Profitability Price

Fixed Costs

Variable Costs

Volume of Transactions


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y prices up%y 10 howuch businessould I lose?


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ustomers couldafford toose withouteing any worseff?


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or this,usiness

he answers %4


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Carwell


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Carwell

Guerrilla

Marketing


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Principles


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Advantages:


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Advantages

Flexible because of small scale nature can beadapted quickly, relatively easy to respondto change

Low Cost one of the founding principles ideal for institutions who do not havemassive marketing budgets

Targeted designed to reach the target

market reduces waste and ineffectiveness

Simple many of the methods are simple andeasy to use and implement ideal for smallorganizations


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Non-Traditional Methods


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The Nokia Series 60 is used todemonstrate how the telephone devicecan be used to take pictures, send themwirelessly to another phone or directlyto a computer and posted to theInternet. Such devices open up new

opportunities for low cost marketingopportunities and with the advent of 3Gtechnology could increase theseopportunities.

Title:COMDEX Computer Technology Trade Show.

Copyright: Getty Images, available from EducationIma e Galler .

Non-Traditional

Methods1999


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Your Kid Need Violin Lessons?


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Non-Traditional Methods

Offering free seminars and talks getsyou and your programs known

Offering free advice & consultations

Finding a way of generating mystery andintrigue to involve students

Peer marketing putting people ofsimilar interests together to generateinterest in the program, e.g. one claim

for downloading music is that it opensup the chance for new music to bediscovered and later purchased

Using Twitter or SMS text messaging


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Word of Mo th


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Word of Mouth

Roach Baiting getting the customersmessage/brand across by the use of anactor behaving as a normal customerin the hope of getting the messagepassed on.

Undercover Marketing also known asbuzz marketing similar to above. Useof paid actors to actively promote theprogram in a variety of situations or

leaving cheat-sheets in high profileplaces to get them seen/used/noticed.

Live commercials paying for livecommercials in an appropriate setting,

e.g. getting a group of young people to

'Illegal' Methods


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Bill stickers

Spray paint logos

Graffiti Ads

(Some of these may not be strictlyillegal but may border on being so

not embraced by all guerrilla


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Why Your Yellow Page Ads

DontWork


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http://www.max-effect.com/yellow_pages_more_pop07.html


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Carwell
http://www.max-effect.com/yellow_pages_more_pop07.htmlhttp://www.max-effect.com/yellow_pages_more_pop07.htmlhttp://www.max-effect.com/yellow_pages_more_pop07.html


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Yellow Page Ads thatD t W k


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Dont Work

Method you clutter up your ad with predictablewords & bland photos

Be concise. Tell your complete story byeliminating everything you can possiblyeliminate.

Dump the ego photos and use eye-grabbingimagesthat reinforce the emotional factors thatdrive their decision-making process.

Make sure your ad will excite the readers senses

& strike an emotional chord.


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Thanks to: http://www.max-effect.com
http://www.max-effect.com/samples_pop_tip2.htmlhttp://www.max-effect.com/samples_pop_tip.html


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Yellow Page Ads thatDont Work
http://www.max-effect.com/samples_pop_tip.html


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Dont Work

Image your ads look sloppy, disjointed,confusing or crowded, or maybe the ads justpump up your ego, or they take a shot at

your competitionYou must instantly convey quality,

professionalism and value. Breathing roomor white space will help increase the eye-stopping power of your ad and it adds atouch of class to your image.

Your sole objective with this ad is togeneratea phone call.


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Hes Relaxed,Warm,FriendlyApproachableandLooks Credible
http://www.max-effect.com/yellow_pages_more_pop06.htmlhttp://www.max-effect.com/yellow_pages_more_pop10.html


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Note: this ad doesnt talk about settlement money, instead it talks aboutmaking you feel a whole lot better.
http://www.max-effect.com/yellow_pages_more_pop10.htmlhttp://www.homemortgageguide.com/main.html


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http://www.homemortgageguide.com/main.htmlhttp://www.max-effect.com/yellow_pages_more_pop09.html


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AttentionGrabbing

Target MarketFOCUS

Market?
http://www.max-effect.com/yellow_pages_more_pop09.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.html


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WhostheirTarg

etMarket?
http://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop02.htmlhttp://www.max-effect.com/yellow_pages_more_pop03.html


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http://www.max-effect.com/yellow_pages_more_pop04.htmlhttp://www.max-effect.com/yellow_pages_more_pop04.htmlhttp://www.max-effect.com/yellow_pages_more_pop04.htmlhttp://www.max-effect.com/samples_pop2_after.html


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Before
http://www.max-effect.com/samples_pop2_after.htmlhttp://www.max-effect.com/samples_pop2.html


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After
http://www.max-effect.com/samples_pop2.html


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Thank

You!and Good Luck withyour Marketing!

Kanab Marketing Seminar

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