Download Marketing Like a Purple Cow

Marketing Like a Purple Cow
Overview:
You will understand what constitutes effective
marketing and you will create marketing materials.
Marketing Strategy
Marketing is basically everything the business does to place its product into the hands of
potential customers. It can be broadly defined as any activity designed to plan, price, promote
and distribute goods and services to the marketplace.
Today
• Exploring different approaches to effective
marketing
• By understanding key terms such as ‘advertising’ and
‘sales pitch’ you will be able to maximise your reach
Purple Cow Marketing
• https://www.youtube.com/watch?v=LB8dD9c
5AgA
Purple Cow Marketing
• Purple cow marketing is a concept developed
by an entrepreneur Seth Godin
• The concept is about creating products or
services that are remarkable.
• For example – No one would comment on a
brown cow. But a purple cow is unique and
worth talking about.
The best thing since sliced bread
• http://www.ted.com/talks/seth_godin_on_slic
ed_bread#t-74061
What.. Have.. How.. Have.. Did..
• What does marketing mean to you?
• What have you purchased recently or what do
you want to purchase?
• How did you hear about this?
• Have you purchased something that has been
mass marketed?
• Did you buy it because you liked how they
marketed it? If so, why?
Write this question down
• “What makes our business idea unique, different
and exciting?”
• Or
• “What makes our business remarkable?”
• A good starting point for discussion is “What will
get people talking about our idea?”
Learning Activity
• What’s a target customer?
• You need to design a marketing campaign
based on this customer.
• What are they looking for? What will make
them look at your campaign?
Consider this
• What is the key selling message for your
product or service?
• How will you get your messages to the right
people?
• Where and when will you market your product
or service?
You will need a marketing plan
Market Analysis
• Analyse the market you are about to enter
Marketing Objectives
• A statement of what the business expects to
achieve through marketing
• To establish a 5 % market share in 6 months
• To maximise sales over the Xmas period
Identify Market
• This is your target market
• Your intended customer
Marketing Strategies
The 4 P’s
• No, not Mr Flannery’s 6 P’s.. The real ones.
The 4 P’s
• Product
• Price
• Promotion
• Place
The 4 P’s
• https://www.youtube.com/watch?v=hKYJabW
trBc
1. Product
•
•
•
•
•
•
•
•
•
Develop a product / service.
Product quality
Design
Name
Warranty
Guarantee
Packaging
Labelling
Exclusive Features
• Customers prefer to buy products and services that satisfy their
needs and provide them with satisfaction or influence.
2. Price
• Selecting the correct price.
• Too high – No sales
• Too Low – Cheap and nasty
3. Promotion
• Persuading and reminding your customers
about the product.
• Personal selling, advertising, public relations
4. Place
• Distribution of your product.
• Transport / Shipping / Storage
• Providing a place to sell your product.
Marketing Plan
Marketing Plan
•
•
•
•
Analyse your market
What is your marketing objective?
Who is your target market?
What are your marketing strategies?
• Relate this to your business.
MyEdAp
• Module 5
• Figuring out financials (Need to do for
homework)