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Marketing for Success
Second of five workshops
The Fundamentals
“In all things seek first to
understand and then to be
understood”
Dr. Stephen Covey
OUTLINE
What is Marketing
Conducting Market Research
Analyzing The Market Environment
Selecting Your Target Market
Market Positioning
Designing Products & Services
Placing Products & Services
Promoting Products & Services
Creating Market Plan

Objectives
To help you understand what marketing is.
To help you learn how to conduct market research.
To help you understand how to analyze your market
environment & determine your target market.
To help you determine how to position your product.
To educate you on the 4 P's (Product, Price,Place &
Promotion and how to apply them to marketing.

To show you the basics on how to create a
marketing plan.

FIRST THINGS FIRST
ATTITUDE – GET ONE
You own it
It's your decision
No person, company or government can tell you, make you
or insist on what your attitude is.
IT IS YOURS & YOURS ALONE
So get one and make it what your want it to be.
●
ACCOUNTABILITY
Accountability is essential in all areas of your business
however, marketing takes the top spot. It leads to
promotions and then sales.
Accountable people do 4 things on a regular bases. They See it,
Own it, Solve it, Do it.
They don't use lame excuses, IE. “I didn't get your e-mail/text
message.” “But I left you a V-mail.” “That's not the way we do it
here.” “That's not my department/job description.” “I didn't know
that's what you wanted.”
Accountable people are never the victim.
“I am accountable in 2016!”

SALES & PROMOTIONS VS MARKETING
Most people mistakenly identify marketing with selling &
promotions an activity directed at satisfying needs & wants.
It deals with goods, services, and ideas.
The ultimate goal of marketing is to make selling
nonessential
To know and understand the customer so well that the
product or service fits him or her and sells itself.
If marketing does its job of identifying consumer needs,
developing appropriate products, and pricing, distributing,
and promoting them effectively, these goods will sell very
easily.

SELLING
Dr. Stephen Covey: “In all things, seek first to understand and then to be
understood.”
There are many forces that affect the marketing, selling and buying
environment.
Competition, Laws & Regulations, Economic & Social conditions, Cultural Factors,
Technology (social media/Internet,) These forces can be dramatic and difficult to
predict.
Be aware of these forces because they can create threats and generate
opportunities for your business.
The seller has something of value (goods, services, ideas)
The buyer also has something of value (money, credit, resources.)
When marketing is done right an exchange of value process will take place.
It's called “The Sale.”
Promoting Products & Services
The promotional mix consists of four main tools
Advertising
Personal selling
Sales promotion
Publicity
By identifying these tools you will be able to lay out the
basis of a media plan and promotional budget for your
company.

ADVERTISING
Advertising deals with communicating with your customers
in a very public way.
By advertising you are able to repeat your message to
consumers numerous times in various formats.
Be aware that while you are able to get your message to
customers, they don't have to pay attention to it.

ADVERTISING TERMS
Media – Reach and Frequency
Reach – Number of people exposed to message.
Frequency – Number of times each person is exposed
Although most strive for reach in certain situations, frequency is
best.
Familiarity breeds confidence & confidence serves as the spring
board for sales.
Diligently track all of your marketing weapons (hit or miss)
Knowing can double the effectiveness of your mtg. budget

ADVERTISING MEDIA
Although radio is still the most intimate, social media outlet in today's
world, is extremely useful and can target your preferred market.
However, your WEB page can direct your target market directly to
your outlet.
Newspapers are importaAlthoughnt for disseminating news.
●Magazines get readers involved bestowing credibility.

Television is perfect for demonstrations (Super Bowl commercials)
●
Direct mail and email allow for the most careful aim of your target.
●
Outdoor signs are great for reminding people.
●
Brochures offer opportunity to go into detail.
●
ADVERTISING MEDIA Cont.
Telephone marketing offers great flexibility
Advertising specialties work to remind people
Public relations can prove your deeds better than words.
Publicity adds a great deal of credibility.

PERSONAL SELLING
At times personal selling may be the most effective tool.
It involves face to face communication
With personal selling lasting relationships can be forged.
When face to face the customer is more likely to respond
However, personal selling can be costly.
You must select a sales force.
How to handle recruitment
Training
Compensation programs
Controlling & evaluating performance

Sales Promotions
Sales promotions usually have three distinctive
characteristics that help to set them apart.
They provide information and help gain attention
They provide an incentive to the consumer
They encourage the consumer to buy quickly.
Sales promotions for consumers come in various forms.
Coupons, Demonstrations, Frequent-User/Buyer incentives, PointOf-Purchase displays, Free Samples (Costco), Money
refunds/rebates, and Contests or Sweepstakes.

SALES PROMOTIONS Cont.
There are also numerous ways to offer sales promotions to
businesses or industries.
When targeting these types of customers try offering quantity
discounts, free merchandise, buy-back allowances, dealer listings or
cooperative advertising.

THE APPEAL OF PUBLICITY
A well planned publicity campaign along with other promotional
tools can be highly effective and help you save money at the
same time.
Part of the appeal is that it can offer high credibility, it can catch
people off guard and help dramatize a product or company.
Publicity Tactics
Press releases – New Highers, Renovations, New facility, New
contract, New technology, Support a social cause,Winning of quality
awards, New product launches, Speeches of management, Speaking
engagements and public events.

CREATING A MARKETING PLAN
Many entrepreneurs insist that hustle is all that is required
in the marketing of their business. But energy alone is not
enough. Energy must be directed by intelligence.
Intelligent marketing is marketing that is first and foremost
focused on a core idea.
All your marketing must be an extension of this idea it isn't
enough to have a better idea you need to have a focused
strategy.
THE PLAN STRUCTURE
A complete marketing plan includes the following sections:
Marketing Plan – Creative Plan – Media Plan
The marketing plan identifies the market & your strategy.
The creative plan is similar to the marketing plan but it is limited
to the content of your marketing materials
The media plan which sets forth the details your selected media
weapons and media calendar

Marketing Plan
Identifies the market and your over reaching positioning
strategy.
The length of your final marketing plan is up to you and depends
on your organizational culture and the audience that will read
and use the plan.
At FIRST – Try to state it in just one paragraph.
According to Jay Conrad Levinson, author of Guerilla marketing, "a
simple plan can be created in just seven sentences...”

A SIMPLE MARKETING PLAN
Sentence one explains the purpose of the strategy.
Sentence two explains how you'll achieve this purpose. It
describes your competitive advantage and benefits
Sentence three describes your target market or markets
Sentence four, the longest, outlines the marketing weapons you'll
employ
Sentence five describes your niche, your positioning.
Sentence six reveals the identify of your business
Sentence seven states your budget, which should be expressed
as a percentage of projected gross revenues.

THE CREATIVE PLAN
Marketing is not creative unless it sells.
Advertising legend Leo Burnett used to remind his staff that “a
person can be creative by coming downstairs with his or her
socks in their mouth but what's the point?”
There must be a reason for your creativity, and your creativity
should never detract from your message.
Developing the Creative Plan
A creative strategy is similar to a marketing plan but it is limited
to the marketing materials only and directed solely at their
content.

THE CREATIVE PLAN Cont.
A creative plan can be written in as little as three sentences:
The purpose of the creative message.
How the purpose will be achieved.
The mood, tone, or personality of the advertising.
Once you've selected the marketing media and weapons that can propel you
to your goal, be sure you use them in an orderly, logical manner. This
can best be accomplished by the third and final section of your
marketing plan: the marketing calendar. A marketing calendar indicates
whether or not you can use these methods properly because it forces
you to come to terms with costs and realities of the media you select.
A MORE COMPLEX PLAN
In some cases you may need a more in-depth marketing plan
This plan can be structured in the following format:
Executive Summary
Challenges
Situation Analysis
Market Segment
Selected Marketing Strategy
Short & Long Term Projections
Conclusion
Appendix
EXECUTIVE SUMMARY/CHALLENGES
The executive summary is simply a summary of the marketing
plan.
It should highlight the main points of your plan.
The challenge section of the marketing plan should include a
brief description of the product that will be marketed
The challenge should also include associated goals such as
figures and strategic goals.

SITUATION ANALYSIS
The situation analysis should include the
following
Company Analysis – goals, culture, strengths and weaknesses.
Customer Analysis – number & type of customers, value drivers
and decision process.
Competitor Analysis – Market position, strengths, weaknesses
and market share of competitors.
The situation analysis should contain a section on collaborators
such as subsidiaries, distributors, etc.

SEPTE ANALYSIS
A SEPTE may also be included in the situation analysis. A SEPTE
analysis will help in measuring the:
Social and cultural environment
Economic environment
Political and legal environment
Technological environment
Environmental issues
PROMOTING YOUR BUSINESS ONLINE
●
Try online news releases
–
Puts your name where customers look (search engines)
–
Top of the Google page (found quicker)
–
Broader reach than email marketing
–
Reach people beyond your email list
●
Prospects
●
Journalists
●
Bloggers
NO NEWS – REALLY!
No matter what industry you're in, or how many employees you
may have or plan to hire, your business makes news regularly.
Just think of everything you do:
●
You started your company or are about to – News?
●
Launched a new product or service – News?
●
Offering a great promo to get started – News?
●
Hiring or hired new employee – News?
●
Created a WEB site, moved or renovated – New
●
They are all opportunities to make news. So spread the word.
14 IDEAS TO GET STARTED
1. Tell everyone about your latest accomplishment or award. Let the
world know about it. An online news release can take the story
beyond your industry & connect you with all sorts of people,
including journalists looking for a story, and customers looking for
well reviewed, credible products or services.
2. Tip – Why not publicize an award that one of your suppliers has
won? You are selling award winning products; Shout about it!
(http://bit.ly/egazta) - Buick Auto, Matteson IL.
3. Share an Inspirational Story. For inspiration for your next release,
look no further than inspiration. Readers love to hear about people
going the extra mile, overcoming adversity, and becoming successful
and publicity can generate even more success.
4. Tip – This idea works well for any business. An educational
institution that does a great job of promoting itself while promoting
students' success. Wilderness survival. Children of the Earth
14 IDEAS TO GET STARTED cont.
3. Offer useful, free educational resources. Educate the public about
your latest initiative, event, product or service. No one like to be
lectured, but you can present helpful, useful information by telling
a story. This sort of news can build your credibility with readers
and provides a resource they might share.
Tip – You can give an educational story more newsworthiness and
traction by framing it against a common misconception, like
National Alliance on Mental Illness does here: (http://bit.ly/ig0ANZ)
National alliance on mental illness - Schizophrenia VS HIV/AIDS,
AIDS 50% less)
4. You're going Green. Even if you're not in the environmental
industry, you can still win customers with a 'green' story. People
like it when businesses help the environment. They search online
for green products too-so get your Eco-news out.
14 IDEAS TO GET STARTED cont
4. Tip – Not saying you should 'recycle' old stories, but you can make
green news with a fresh angle on an existing product or service.
This release from Vacations by Rail does it perfectly:
(http://bit.ly/h6Vh27) - ECO Friendly trip for earth day & everyday)
5. Your recent event was a hit. You're organizing an event - that's a
neat story. But why only get one news release out of it? Recapping
it's success once you're all done give you a brand new story angle
for no extra legwork. Who attended? Which speaker/speakers
stood out? What was the highlight? Let the world know!
Tip – Details. Details. Details. Not only do they make your story
interesting; they also help make an impression that sticks in
readers minds. Example, take a look at this recap of the Palustras
Festival:
(http://bit.ly/kQHvuG) - Palustra Festival wanted 50,
500, 5,000 attendees and got 8,000 at their Long Leaf Pine
Festival.
14 IDEAS TO GET STARTED cont
6. Debunk The myth. Don't go outside without a coat; don't crack
your knuckles; and whatever you do, don't swallow your gum.
There are tons of myths that relate to your industry, and an online news release is a great platform to debunk them. It'd the
kind of “told-you-so” link that people love to send to their
friends.
Tip – Learn to debunk and brand at the same time. This is perfect
if you’re in fashion or lifestyle. This salon is debunking the
myth that all women end up with naturally beautiful “silverywhite hair” while marketing their brand as a the salon that can
make your hair beautifully gray. (http://bit.ly/j12T0O). “There is
no such thing as resistant gray in the hands of the properly
trained.”
14 IDEAS TO GET STARTED cont
7. Announce a charitable contribution. A news release about your
latest charitable contribution/act can help generate awareness
and credibility for the cause you believe in. But it can really
help you drive business, too. It can win you positive media
coverage and connect your business with the many
consumers that believe in your cause.
Tip – Use key words to promote your charity organization. Take a
look at this AMIKids release: they’ve got keyword phrases like
AMIkids, New Orleans Saints, and Anthony Hargrove in the
headlines and opening paragraph. That’s exactly what you
need to improve your search rankings. (http://bit.ly/kqfCfi)
14 IDEAS TO GET STARTED cont.
8. Broadcast your upcoming holiday event. There are tons of
holiday events every year and for every type of company,
organization and industry. There are also tons of people
searching the WEB for events, shows, gifts and more. The
competition is fierce but the rewards are well worth it, so
complement your existing publicity with a news release.
Tip – Make your announcement sooner rather than later. Vocalist
Joe Bourne announced his Christmas concert with three week
to go-that's how to do it. (http;//bit.ly/edasia) UTUBE
presentation
14 IDEAS TO GET STARTED cont.
9. You won a legal case. This idea isn't just for lawyers. If your
business, organization or industry wins a lawsuit or court ruling that
can bring you good publicity, the public ought to know about it.
Tip – Minimize jargon to remain inclusive to non-legal readers. Take a
look at the headline in this release from Kaye Scholer: there's
nothing too technical and when you read it, you know exactly what
happened: (http://bit/ly/fzjXEE)
10. Hook your story to a technology trend. A CEO making an
announcement – that's nothing new. But it is when they do it on
YouTube, or Twitter. Tech is one of the most talked-about industries
today, and you don't need to have a high-tech product to get in on
the action. Capitalize on the buzz with just a
notepad:http://bit.ly/jdWCoM. Don't just talk tech, use it as part of
your story. This is interesting stuff: (http://bit.ly/jALA0j)
14 IDEAS TO GET STARTED cont.
11. Recap a successful podcast. In pod-casting, the battle foe a
consistent listening audience is tough. Summarizing and
promoting a successful podcast online helps you turn up the
volume. A news release can help brand your podcast, get the
word out to a broader audience and win you more listeners
which means more leads, sales and revenue.
Tip – Give the readers a sneak peek with a video or audio
snippet of a fun bit of the show. Foremost Insurance Group
does it well here; check it out: (http://bit.ly.e6INMa)
“Sneak peek at a video or audio snippet revolutionize social
media, get invite”
14 IDEAS TO GET STARTED cont.
12. Share new market studies, research, surveys or polls.
Everyone loves stats and surveys, particularly journalists who
find ready-made stories in this type of news release. Readers
also love sharing them in a big way, via links, tweets, Face
book and just about every other communication channel. Just
one good figure can do it, like Legacy Publishing Company's
stat that 48% of parents say their child fights them over simple
requests: (http://bit.ly/1I1BoH.)
Tip – Get straight to the point and put the best nugget from your
research, study or poll right in your headline, front & center.
The release above does it perfectly. “Empowering parents Poll
48% of children fight with parents over simple requests”
14 IDEAS TO GET STARTED cont.
13. Provide helpful tips. Publishing a few helpful tips can turn a
search engine user into a potential customer, so get you
industry knowledge out there. If you sell fitness products,
provide tips on how to use them. Or if you sell computers,
publish a list of key-board shortcuts or a guide on how to avoid
scams. You have tips and people are out there searching for
them. Get publishing and get connected. One or two brilliant
tips is better than a long list of useless ones.
Tip – ABM: Always Be Marketing. If your product relates to the
tips you provide, promote it. FindTheBest.com does it right:
their tips to get in shape for the summer highlight their apps:
(http://bit.ly/h74g0A)
14 IDEAS TO GET STARTED cont.
14. Promote your event or team sponsorship. A great way to
reach local customers is to sponsor a local team event, and
publish a news release promoting your involvement. It's added
publicity for them, and it's great publicity for you – especially
when it connects to your customers and journalists looking for
the team event.
Tip – Announce ongoing sponsorships, too. A 25th anniversary of
a sponsorship is as newsworthy (if no more so) as a first-year
sponsorship. Waveney Truck Parts knows what we're talking
about: (http://bit.ly/iiAlb)