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Transcript
The Essential Principles and Practices of Marketing Rowan Atkins Marketing and PR Consultant nornir Introductions Background to nornir My experience Range of sectors Current clients What do I do everyday? Over to you What will you get from this session? Understand the power and benefits of marketing Get ready to go to market Go through the marketing process Look at implementing marketing tactics Analyse past marketing What is marketing? Any suggestions? What is marketing? Raise awareness Generate interest Convert interest into results Key Considerations Why do marketing? Crucial to long-term success Integrate with business strategy Marketing mix – holistic approach Strategic v tactical Acquisition v retention Marketing social firms What makes effective marketing? Any suggestions? What makes effective marketing? Shout out loud Be ready to go to market Focus & strip away Think strategically Deliver Be creative: brains not budget Strong relationships Good management & timing Attention to detail Strong brand What makes a strong brand? Any suggestions? What makes a strong brand? What is a brand? Clarify brand values Clarify personality & tone of voice Clear, consistent visual identity Brand protection Strategic Thinking Developing a visioning process Vision Process Product / service Marketing aims Analyse your market Analyse past marketing activity Target groups Unique Selling Points Brand values & personality Key messages: benefits & reasons to buy Market Research What do you want to know? How can you find this out? Quant. v Qual. Interviews Questionnaires Focus Groups Using the results Marketing Tactics What are they? What should tactics be / do? Cost effective Measurable Controllable Targeting right groups On message/ on brand Marketing Tactics PR Print: design & distribution Events Advertising Direct marketing Interactive marketing Copy writing Partnerships Advocacy Measuring success Marketing Evaluation Measurable tactics Ongoing process Use the results Evaluation methods
