* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Marketing initiatives summary
Advertising management wikipedia , lookup
Market segmentation wikipedia , lookup
Brand ambassador wikipedia , lookup
Food marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
Brand equity wikipedia , lookup
Internal communications wikipedia , lookup
Market penetration wikipedia , lookup
Social media marketing wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Affiliate marketing wikipedia , lookup
Product planning wikipedia , lookup
Marketing communications wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Neuromarketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Marketing research wikipedia , lookup
Sports marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Youth marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Target audience wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Direct marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Target market wikipedia , lookup
Green marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Street marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Internet marketing Overview Develop and implement a series of online marketing initiatives that utilise the internet and email. Value Internet marketing facilitates very broad exposure to potential clients and contact with current clients. Campaigns can be highly targeted, usually with detailed metrics available that can provide useful feedback on ROI and can be used to increase results. The potential target market is very large, with potential for cost effectiveness very good. What’s involved Once all of the available opportunities have been researched, specific content will be developed for each channel and a smaller trial initiated. After monitoring results, the content will be fine-tuned and/or the programs expanded. Specifics The following initiatives and programs will be included: Web traffic monitoring systems (give details) Internet directories – paid or free (give details) Advertising (give details) Search engine optimisation (give details) Directories and guides (give details) SEO (give details) EBay / Amazon (give details) Multiple sites (give details) Adwords (give details) Social media Overview Develop and implement a series of marketing initiatives based on social media platforms. Value Social media presents a unique marketing opportunity, with enormous numbers of potential contacts that can be reached for very low cost. This platform also enables followers to share between each other, building word of mouth and viral marketing. Followers interact more readily also, building engagement and a sense of community around the brand. What’s involved Once all of the available opportunities have been researched, specific content will be developed for each channel and a smaller trial initiated. After monitoring results, the content can be fine-tuned and/or the programs expanded. Specifics The following initiatives and programs will be included: Document1 Blog (give details) Facebook (give details) Forums (give details) LinkedIn (give details) Twitter (give details) Videos (give details) Page 1 of 7 YouTube (give details) Instagram (give details) Advertising Overview Place advertisements in any location viewed by target market. Value Advertising can identify your business to potential customers when they are actively looking for a provider or the advertisement stimulates desire. Advertising has the potential to reach a very wide audience and can increase exposure, brand awareness and educate target markets about the brand. What’s involved After researching suitable locations to place advertisements, content will be designed and developed with professionals who can help to make the greatest impact. Once advertisements go live, results will be closely tracked. Specifics Advertisements will be placed as follows: Newspapers (give details) Magazines (give details) Newsletters (give details) Guides and directories (give details) Paid reviews (give details) Endorsements (give details) Radio (give details) TV (give details) Print (give details) Direct Marketing Overview Communicate company information to potential clients through direct means of communication. Value Direct marketing presents and opportunity to communicate and inform potential clients and give them information about you products and services. By creating specific campaigns, messages can be targeted to create interest which is specific to a particular group. What’s involved Once targets have been researched and determined, camapaigns will be built to contact them directly through such means and mail or telephone. Specifics The following initiatives and programs will be included: Document1 Direct mail (give details) Brochures / flyers (give details) SMS (give details) Catalogues (give details) Telemarketing (give details) Page 2 of 7 Referral Overview Develop and implement a series of marketing initiatives that utilise social connections and word of mouth. Value Word of mouth is commonly thought of as the most effective form of marketing, where the opinion of close contacts reduces marketing costs, as well as increasing effectiveness and conversions. What’s involved Based on customer feedback and market research that identifies the most appealing and compelling offers, rewards and campaigns will be developed to enhance referrals. Specifics The following initiatives and programs will be included: Promotional flyers / marketing materials (give details). Refer a friend programs (give details) Special offers for friends and family (give details) Good neighbour program (give details) Publicity Overview Gain business exposure in media through deliberate strategy. Value Gives third party re-enforcement which reduces the ‘advertising’ aspect of marketing Generates broad exposure Improves credibility Increase exposure and brand awareness Exposure to potentially large target audience Inform target market about values, products and services Builds identity as an expert in your field What’s involved Research and identify media sources that your target market are engaged with, then develop releases that are topical and of current high interest. After sending to target sources, follow up. Specifics The following initiatives and programs will be included: Document1 Articles and stories (give details) Advertorials (give details) Articles (give details) Expert – articles and opinion (give details) Events (give details) Page 3 of 7 Sponsorship Overview Market to groups, events, associations and organisations through participation in their activities. Value Sponsorship can be a very good means of generating brand exposure, can offer cost effective marketing channels and the trust of the target audience in the organisation can be leveraged to generate good will. An identity of community support to the target audience can also be developed. What’s involved Research and identify the groups, schools, clubs, organisations and associations that your target market participate in. For each group, find out sponsorship opportunities and assess each for value and ROI. For those selected, plan carefully and work with organisers to maximise marketing outcomes. Specifics The following initiatives and programs will be included, dependant on type of sponsorship. This may include brochures, flyers, advertisements, prize donations, etc. (give details). Professional associations: Events (give details) Sponsorship (give details) Networking (give details) Advertising (give details) Networking Overview Through deliberate strategy, expand business and personal networks for the purposes of marketing and business growth. Value New business opportunities are created through personal connections and business relationships. These are developed and initiated through deliberate strategy, through attendance at formal events and the expansion of personal networks Through meeting new business contacts you may develop alliances or generate other business opportunities. What’s involved Research and identify the groups, clubs, organisations and associations where aligned prospects and networks attend. Online business networks will also be unitised. Make new contacts and focus on developing longer-term business relationships. Specifics In order to build networks, new contacts and strong relationships, the following activities will be included: Document1 Attendance at business events (give details) Leveraging current contacts and clients to identify new opportunities (give details) Regular communications to alliance partners (give details) Thanks and rewards for referrals (give details) Reciprocation of referrals (give details) Page 4 of 7 Strategic alliances and joint marketing Overview Develop and implement marketing strategies with non-competing businesses whose target market overlaps. Value Strategic alliances and joint marketing are reliable mechanisms to generate word-of-mouth referrals and leverage the database and brand of another business. These initiatives can increase conversions and reduce marketing costs. What’s involved Identify non-competing businesses with overlapping target markets. Work with business owners to develop marketing strategies that are shared, reduce costs and expand marketing reach of both businesses. Develop special offers to clients of aligned businesses also. Specifics The exact plan will be developed in conjunction with alliance partners, but could include such initiatives as: Participation in alliances’ communications such as newsletters (give details). Joint special offers (give details) Direct mail (give details) Meetings / lunches (give details) Newsletters (give details) Trade shows Overview Participate in trade shows, events and expos organised by external providers, whose attendees are our target market. Value Trade shows can provide a powerful means of generating brand exposure, generate sales leads, build client database, meet clients face: face and liaise with other businesses within the same industry What’s involved Research and identify the trade shows, events and expos that our target market participates in. Research and compare each thoroughly to assess cost and ROI. For those selected, plan carefully and work with organisers to maximise marketing outcomes, make sales at the event and to create opportunities to follow up after the event to secure ongoing business.. Specifics It is very important that trade shows are thoroughly investigated prior to making any commitment to participate to assess costs and potential return on investment. Trade shows require detailed planning and preparation to maximise return on investment. A trade show plan will inlcude: Document1 Research available shows Determine budget and necessary ROI Marketing ahead of show Client capture and sales strategy for show Special offers at show Follow up after show. Page 5 of 7 Events Overview Host events for clients, networks, potential clients and networks. Value Events create an opportunity to showcase business values, products, expertise and the brand. To existing or potential clients, they can build momentum around the brand and stimulate sales, as well as expand networks. Events create an opportunity for expansion of the client database, showcase products and services, build credibility as an industry expert and increase brand awareness. What’s involved After identifying opportunities for events, full planning will take place to maximise outcomes, gain publicity, build excitement and generate new sales to both current and potential. Specifics The following initiatives and programs will be included: Expert - presenter (give details) Openings / exhibitions (give details) Discussion groups / lectures (give details) Educational events (give details) Promotional events (give details) Launches (give details) Webinars (give details) Database and retention Overview Implement a schedule of regular communications, offers and incentives to retain clients and stimulate sales. Value The development of a client database and a regular schedule of communications promoting events, products and information is of very high value to the business. This facilitates ongoing communications for business information, relationship development and promotion. Responses and returns from communications database significantly exceed those from most forms of ‘cold’ marketing Databases may be categorised, enabling communication of information relevant to their interest. They also creates an opportunity to value-add to client base, maintain the business name ‘top of mind’, inform target market about seasonal events, special offers, news, etc. This results in additional sales, increased web traffic and increase word-of-mouth activity and viral marketing. What’s involved As an ongoing part of business practice, a database will be maintained of clients and contacts for marketing. Speak directly with clients and monitor feedback to find out the most important factors that motivate them. From this, develop specific and regular campaigns that increase retention, offer specials, information, invitations etc. that will motivate clients to buy and retain the business as provider. Specifics The following initiatives and programs will be included: Document1 Page 6 of 7 Establishment and/or purchase, plus maintenance of client database (give details) Loyalty programs and special offers (give details) e-newsletter (give details) Event invitations and exclusive events (give details) Signage and branded products Overview Advertise business name and details through placement on signs, vehicles, products, clothing etc. Value Signage and products can identify your business to potential customers when they are actively looking for a provider or through the advertisement, which can stimulate desire, at a local level.. What’s involved Research available signage options for your premises, vehicles, products etc.; choose those with greatest potential ROI Specifics The following initiatives and programs will be included: Document1 Signage (give details) Sandwich board (give details) Product packaging (give details) Promotional products (give details) Branded products (give details) Point of Sale (POS) (give details) Page 7 of 7