Marketing Presentation (12.01.10)
14
Marketing: build your brand, drive revenue & create a return Laura Kirwan, Owner of Circle Marketing & Outsourced Marketing Director 12 January 2009
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The presentation was given at the Networking Direct event on 12th Jan 2010 at Carrwood Park. All the contents were created by Laura Kirwan, Circle Marketing.
Transcript of Marketing Presentation (12.01.10)
Marketing: build your brand, drive revenue & create a return
Laura Kirwan, Owner of Circle Marketing & Outsourced Marketing Director12 January 2009
Let’s talk about you....
www.wearecircle.co.uk
• This session is for you• Interrupt whenever you fancy• Ask me something specific to your business at
anytime • I am available at the end of the session for a
one-to-one or feel free to contact me after the session if you need some advice
Let’s talk about me.....
www.wearecircle.co.uk
• 12 years in marketing• Marketing Director for an award-winning SME• Experience is mainly B2B & B2E (with a bit of
B2C) • Chartered Marketer, Post Grad Diploma (CIM)
& Business Degree • Launched Circle Marketing in 2009• SME Ambassador for the CIM
What is marketing?
www.wearecircle.co.uk
It is simply a level of understanding about your business, the market and your customers in order to:make more money, attract more customers, convert more leads, operate in more markets and retain more customers.
In other words its about profit, retention & growth
How do I help businesses?
www.wearecircle.co.uk
Strategy
Branding
Communications
Results
Plan, plan, plan & plan some more
www.wearecircle.co.uk
• Situation analysis - do you really know your business?• Your competitive landscape• Understanding your customer base & your position in the market• Market conditions now and in the future – internal & external • Objective setting – short, medium & long term• The marketing strategy
– Product – Price– Place– Promotion– People– Process– Physical evidence
• The marketing tactics & plan • Budgets, pipeline, analysis & contingency planning
Ansoff matrix
www.wearecircle.co.uk
Market Development
Market Penetration
Product Development
Diversification
Current Products New Products
Existi
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ew M
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What is a brand?
www.wearecircle.co.uk
Brand essenceBrand valuesBrand exterior / identity
Positioning: the perceptual map
www.wearecircle.co.uk
High
High
£
Low Quality
Integrated marketing communications
Integrated Marketing Communications
Website
Search Marketing & SEO
Social Media
PR
Events
Direct Marketing
Internal Commun-ications
Email Marketing
Advertising
Remember AIDA
www.wearecircle.co.uk
Return on Investment
www.wearecircle.co.uk
Measure return on investment (sale-cost)/cost *include your time.• Savings • Achieving objectives set • Profit & revenue• Growth• Brand awareness• Leads generated• Conversion tracking If your marketing does not equate to real tangible value you need a new strategy
Good tools for SME’s
• Google adwords, analytics & Google alerts• Wordle.com – get a word cloud of your
website does it reflect your brand values• Tweet Deck – Social networking pages in one
place• Bit/ly – tracks your links as well as shortens
them• Outlook toolbar in Linked In
www.wearecircle.co.uk
Thanks for listening
www.wearecircle.co.uk
Questions now or later?
Do you want a free Marketing Health Check?
Just send me an email or go to my website www.wearecircle.co.uk or email:
