Marketing the uncommon way
-
Upload
lead-beyond-consultancy -
Category
Marketing
-
view
104 -
download
2
Transcript of Marketing the uncommon way
![Page 1: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/1.jpg)
Marketing
For The Un-Common Businessman
(And Businesswoman!)
![Page 2: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/2.jpg)
Agenda
• What is Marketing?
• Why market?
• Why Doesn’t (Traditional) Marketing Work?
• WSPB2BFY
• Niching
• Marketing methods
![Page 3: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/3.jpg)
Textbook Definition
“identifying and satisfying customer needs profitably”
![Page 4: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/4.jpg)
Slightly Better
“Marketing is about deciding what customers’ business you want to win…..against whom…….and how”
![Page 5: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/5.jpg)
Even Better
“Marketing is about seeing your business through your customers’ eyes”
![Page 6: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/6.jpg)
My Definition
Marketing is about creating perceived value that exceeds price
![Page 7: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/7.jpg)
Reality ≠ reality!
Perception = Reality!
![Page 8: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/8.jpg)
Lesson 1
The only products that succeed are those that offer a perceived benefit to customers……….that is greater than their cost
![Page 9: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/9.jpg)
Creating the Perception• This one comes from Nepal• This one comes from a sacred orchard in Nepal• This one is nourished by the sacred waters of the springs that feed the
Ganges River• This one is tended by virgin priestesses on a daily basis, who caress the
melons, sing to them and turn them to ensure they get the same amount of sunshine on all sides
• This one is hand picked, each one packed into a box with hand-spun cotton to cushion it during the long journey to the UK
• This one is known to have medicinal properties• This one is proven to cure many ailments including coughs, ulcers and
menstrual cramps• This one is highly sought after by many of the worlds celebrities as the juices
have been proven to reverse the effects of ageing and eliminate wrinkles
Perceived Value
![Page 10: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/10.jpg)
![Page 11: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/11.jpg)
![Page 12: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/12.jpg)
Perception Exercise
Product or Service WSPB2BFY
![Page 13: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/13.jpg)
Value waterfall
Price
Perceived Value
Perceived Value
Price follows value!
![Page 14: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/14.jpg)
• Plumber or:– Someone who guarantees you can do your
laundry, wash your dishes and enjoy a hot bath or shower, 24x7 without fail.
• Virtual Assistant or:– Someone who guarantees you peace of mind by
ensuring that you never miss a call from a customer or prospect ever again, every quote and invoice goes out on time and every email you get is filtered and vetted.
![Page 15: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/15.jpg)
Products with Exceptional Perceived Value
£26!!!
![Page 16: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/16.jpg)
The 2 Ronnies
£600 / day £2500 / day
![Page 17: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/17.jpg)
Lesson 2
If you have the choice of being different or being better……….choose to be different! (Being different and the best is the ideal)
![Page 18: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/18.jpg)
![Page 19: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/19.jpg)
Traditional Marketing
![Page 20: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/20.jpg)
Why Niche?
![Page 21: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/21.jpg)
Value of Niching
Revenue PotentialAudience
Competition
Income Potential
![Page 22: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/22.jpg)
Niche Marketing
![Page 23: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/23.jpg)
Ideal Niche
![Page 24: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/24.jpg)
Finding Target Markets
![Page 25: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/25.jpg)
The Role of Marketing?
![Page 26: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/26.jpg)
Marketing is a Journey
![Page 27: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/27.jpg)
Marketing Funnel
7x3
![Page 28: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/28.jpg)
Email / Video
Social Media
PR / Adverts
The Marketing Spectrum
![Page 29: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/29.jpg)
Marketing Tools
![Page 30: Marketing the uncommon way](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a9e2c41a28ab77318b485d/html5/thumbnails/30.jpg)
Lesson 3
‘Consistent’ content drives everything in your marketing machine!