* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download marketing2 - Hershey`s Ice Cream
Green marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Social media marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Audience measurement wikipedia , lookup
Direct marketing wikipedia , lookup
Product planning wikipedia , lookup
Market penetration wikipedia , lookup
Marketing plan wikipedia , lookup
Multicultural marketing wikipedia , lookup
Street marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Marketing strategy wikipedia , lookup
Target audience wikipedia , lookup
Target market wikipedia , lookup
Global marketing wikipedia , lookup
Personal branding wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Market, Market, Market! Presented By: Kurt Gregory – Corporate Account Manager Zachary Waite – Executive Brand Manager Daily operations, accounting and other business functions are important BUT… there must be sufficient demand for your goods and services in order to be profitable. The only way to create this demand is to Market, Market, Market! Marketing Marketing is the ability to… Make your products, services and location more desirable than that of the competitions. Your goal is to… make selling obsolete through ongoing and diverse marketing campaigns. In this Class We will discuss how to take the information you have learned and help you take it to the next level. Marketing is a necessity but it is a fun one. I encourage you and your staff to be creative and enjoy it! Overview • Building a Brand Message, and an Experience to Match • Planning, Executing and Tracking your Marketing Efforts • (More) Simple Ideas that Work • Creating Relationships and Leveraging the Media Building a Brand Message… and an Experience to Match Who has a branded product or company that they absolutely adore? (Take examples) What do these companies do that sets themselves apart from others in the category? Building a Brand Message… and an Experience to Match They have taken every day items… Shipping, Pizza, Cars and Coffee and made them exceptional! Building a Brand Message… and an Experience to Match Their look, their feel, their products and their price all align with the brand message. Every employee, from top to bottom, understands it and lives by it. Building a Brand Message… and an Experience to Match Can you verbalize what makes your store special? What sets you apart from the competition? LET’S SEE! Building a Brand Message… and an Experience to Match “Speed Marketing!” Building a Brand Message… and an Experience to Match Did anyone WOW you with something unique? Did anyone use words or terms that stuck in your head? Use memorable words and phrases! Marketing Director vs. DIRECTOR OF FUN Suction and Blower Company in Southeastern PA vs. Our company is from Southeastern PA. WE DON’T JUST SUCK, WE BLOW Everything you do should be catchy and set yourself apart! Create a unique Identity and promote it! Having trouble getting started? MADE to STICK $16.47 at Amazon.com The Starbucks Experience $14.93 at Amazon.com Planning, Executing and Tracking Now that you are armed with a brand message it is much easier to plan the best ways to communicate it to your customers. Planning, Executing and Tracking 3 ways to grow sales! 1. Attract new customers 2. Bring current customers back more often 3. Get each customer to buy more stuff IT COSTS 5 TIMES MORE TO ATTRACT A NEW CUSTOMER… THEN IT DOES TO KEEP AN EXISTING ONE!! Planning, Executing and Tracking PLANNING! Market Analysis – Take a pulse • Needs • Trends • Growth • Demographics Who is your Target Market? Planning, Executing and Tracking PLANNING! Company – S.W.O.T • Strengths • Weaknesses • Opportunities • Threats Planning, Executing and Tracking Competition • Direct • Indirect Planning, Executing and Tracking PLANNING! Product Mix Budget and Sales Forecast Marketing Mix • Pricing • Promotion • Advertising • Milestones Planning, Executing and Tracking PLANNING! My Plan Summarize your Plan: Executive Summary Planning, Executing and Tracking PLANNING! Marketing Plan Pro PaloAlto Software $71.00 Planning, Executing and Tracking EXECUTING! Don’t hide your plan… it is meant to be shared with and followed by everyone in your operation. Be flexible… your marketing plan is a guide. Things will need to be modified as you move forward. Planning, Executing and Tracking TRACKING! TRACK YOUR RESULTS – What’s your R.O.I.? • Mark your Coupons • Count your Customers at Events What do you think? • Talk to / Survey your Customers Regularly • 96 % of dissatisfied customers never complain… they just stop buying! • Talk to / Survey your Non-Customers! It takes money to make money! Beat the streets and get the traffic in your door! Be a better value, Be more visible and /or Give your customers an experience they can’t forget A properly executed marketing plan combined with a good business plan is your key to success in 2008 and beyond! (MORE) Simple Ideas that Work! • Sample new and/or high profit items – give bounce back • Focus on slow days, slow day parts, and slow seasons • Honor competitors coupons • Watch competitors ads and promotions. It’s ok to emulate (MORE) Simple Ideas that Work! • Promote gift certificate sales! • Offer your location for Meetings, Family Gatherings and Birthday parties • $1.00 Scoop Tuesdays • It’s Raining its Pouring promotion (MORE) Simple Ideas that Work! • Hold an Ice Cream Lottery • Safety on the job program – Modified Above and Beyond • Hall of Fame, Artwork Contests, Town Heroes • It’s Raining its Pouring promotion – Snowing discounts • Frequent User Programs (MORE) Simple Ideas that Work! • Be known for Annual or Semi-Annual Events • Classic Car Shows • Snow in July (Christmas in July) • Carnival Day • Eating Contests • Cook Outs or Parties • Charity Events to Sell Down Year-End Inventory • Movie Nights • Bring a Friend Promotion Create Relationships and Leverage the Media Cross Promotion is Key! Work with others, lower your marketing costs, increase exposure and capture your target market. Create Relationships and Leverage the Media Why Advertise? • Create opportunities for consumers to embrace and connect with you and your local partners. • Create a larger “share of voice” in your market. This will contribute to your overall growth. • Explore ways to accomplish your sales goals through the broad reach of television, the intrusive frequency of radio, and the functionality of non-traditional media opportunities. Create Relationships and Leverage the Media Media Placement Overview • Reach: Percentage of the target audience exposed to your advertising message. • Frequency: Average number of times the target audience is exposed to your advertising message. • Targeting your Message: Define your target audience, research your market, and determine what media will deliver your message with the greatest reach and frequency for your dollar. Create Relationships and Leverage the Media Beyond Traditional Media The opportunities to develop effective and innovative media strategies and plans that engage the consumer are constantly changing. It is important to continue to identify and place new media opportunities that fit your target audience and campaign goals. Create Relationships and Leverage the Media Examples of Non-Traditional Media • • • • Website Direct-to-Door Direct Mail Text Messaging • • • • • Cinema Sports Partnerships Transit Internet/Pay-Per-Click And more … Steps to Maximizing ROI When you: • Target Your Geography • Target Your Demographic • Research the Most Effective Media Options • Leverage Your Media Relationships Your ad dollars will deliver the maximum Reach and Frequency of your message and provide a higher share of voice for your business! Achieve Maximum ROI Target Media Provides… • Effective Media Negotiating • Better Delivery • Exciting and Innovative Strategies • Dynamic Reporting Capabilities • Better Results for Your Business! Please visit Target Media’s Website Learn more about how they can help you team up with your local partners and dramatically increase the efficiency of your advertising campaigns. www.targetmediaUSA.com SUMMARY! • Always STIR THE SOUP! Create “Multiple Pillars of Marketing” • It takes money to make money so be smart, be aggressive and beat streets. • Create an exciting experience for your customers that will make them come back again and again! • Create a Plan, Execute it and TRACK YOUR RESULTS. FINAL THOUGHTS / QUESTIONS? • Graphics – visit www.hersheyicecream.com/resources • 50 Promo Ideas and other important forms • Posters • Show Power Point Presentations Thank you for coming! Enjoy the rest of the Show!