Marketing Life Prospective 2012
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Transcript of Marketing Life Prospective 2012
![Page 2: Marketing Life Prospective 2012](https://reader034.fdocuments.net/reader034/viewer/2022052619/55618a5dd8b42a96778b4c18/html5/thumbnails/2.jpg)
It’s not the same
• New medium with different rules
• You need to understand the rules or
get someone who does
• Traditional rules will not work
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Planning is everything
• Strategy is your plan of attack
• Research the playing field
• Come up with your unique solution
• launch
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New strategy
• Research
• Targeting
• The idea
• Execution
• Marketing
• Measuring
• Improving
![Page 5: Marketing Life Prospective 2012](https://reader034.fdocuments.net/reader034/viewer/2022052619/55618a5dd8b42a96778b4c18/html5/thumbnails/5.jpg)
Research
• the competition
• brand
• audience
• budget
• timeline
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The competition
• What are we doing in the space
• Find out how high should our brand
jump
• How can we be different?
• Do not try and beat them on their own
field! The price war has it’s price!
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Brand assets
• Name, logo
• Position in market place
• Current customers
• Brick and selected stores
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Assets
• Properties that grow in value
• Brands are assets
• People
• Skills
•
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Customer touch points
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What am I selling?
• Positioning
• Nike is not selling shoes – it is selling an
“I can” feeling.
• What feelings do we give to our users
when they use our product?
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My audience
• Who are our customers?
• How do we communicate with them?
• Who are our evangelists?
• Can we offer something different to
target group?
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Where are users?
?
? FMH ?
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Exercise one
• What’s brand?
• What selling?
• Who audience?
• What doing?
• Who evangelists?
• What are they doing?
![Page 14: Marketing Life Prospective 2012](https://reader034.fdocuments.net/reader034/viewer/2022052619/55618a5dd8b42a96778b4c18/html5/thumbnails/14.jpg)
What’s problem?
• audience is getting older /hungry and
need to reach younger /professional
demographic?
• competitors are pushing us out?
• don’t have an email list blog etc?
• no forward thinking
![Page 15: Marketing Life Prospective 2012](https://reader034.fdocuments.net/reader034/viewer/2022052619/55618a5dd8b42a96778b4c18/html5/thumbnails/15.jpg)
What’s my goal?
• most valuable brand?
• get 1000 new users every year?
• take over season?
• get best PR?
• save money?
• get demographic target?
• find permanent user for a product?
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The tools
• promotion one to one
• blogs /Product
• user generated content
• CSR
![Page 17: Marketing Life Prospective 2012](https://reader034.fdocuments.net/reader034/viewer/2022052619/55618a5dd8b42a96778b4c18/html5/thumbnails/17.jpg)
timeline considerations
• short and fast ( time )
• build slowly and methodically ( user)
• season promotions
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trust
• users trusts us?
• keep your words
• user expectations and priorities are
known to you
• minimize excuses
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Investment
Account opening
relation building
Extra care
follow-up
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What you give is what you get
• 1
• 2
• 3
• 4
• 5
• 6
• 7
• 8
• 1
• 2
• 3
• 4
• 5
• 6
• 7
• 8
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What can I give?
• Education
• Help –
• Health
• Environment
• Entertainment –
• Power
• Service –
• Personalization –
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The idea
• Innovation
• No copy
• Creation
• Develop and design
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Check list
• A
• B
• C
• D
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Learn from the best
• A
• B
• C
• D
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Who is going to:
• Research brand
• Strategize the plan
• Manage the team/operation
• Make the thing
• Keep it going
• Launch it
• Measure it
• Improve it
![Page 26: Marketing Life Prospective 2012](https://reader034.fdocuments.net/reader034/viewer/2022052619/55618a5dd8b42a96778b4c18/html5/thumbnails/26.jpg)
Measuring
![Page 27: Marketing Life Prospective 2012](https://reader034.fdocuments.net/reader034/viewer/2022052619/55618a5dd8b42a96778b4c18/html5/thumbnails/27.jpg)
Improving
• Invite feedback
• Monitor feedback
• Improve - one thing at a time
• Monitor feedback
• Improve again
• Users expect to keep improving
• Users want you to surprise