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Communicating… A Layman’s Guide to Marketing A Brief History of Marketing • Steam power, manufacturing and transportation • Henry Ford • Mass production • Improving communications with your markets The Definition of Marketing • • • • Identifying a need in the market from which you can make a profit Designing and developing the product/service Developing the market – more later Determine the means of distribution – Sell Direct, perhaps from a shop front – Sell via the Web – Sell via Distributors (the Channel) • The Marketing Mix and the 4 P’s:- • – Product – Price – Packaging – Promotion – Chosen for a competitive advantage Now there are 16 P’s! People, place, process, physicals, policies, publicity, production, penetration, product development, etc. Marketing Communications • Marketing has given us a product to sell, now we must communicate that product to the market • Marketing communications include:– – – – – – – – – Advertising (Above the Line and Below the Line) Telephone canvassing Direct Mail Personal Selling, cold calling Word of Mouth (WOM) - Networking Open Days, Exhibitions and Seminars – Indirect Offers The Web and Internet marketing Any other marketing communications opportunity you can think of? You also need marketing collateral • Strategy, Planning and Marcoms Plans - samples • The difference between marketing and selling The Continuum of Behaviour • • • • Awareness Interest Knowledge Commitment to – – – – People Product Price Company • Decision • Customer • Advocate Matching the Continuum of Behaviour with marketing communications opportunities • • • • Awareness Interest Knowledge Commitment to – People – Product – Price – Company • Decision • Customer • Advocate Advertising Advertising, Press Releases, articles Case studies, brochures, articles Word of Mouth, Personal Contact Direct Mail, Telephone Canvassing Personal contact Personal contact Word of Mouth Pipeline Management • • • • • Where do the leads come from? How much do leads cost? Which leads produce the most sales? Why do leads fall out of the pipeline? Analysing and managing the pipeline The External (PEST) Factors • All business opportunities come from the external factors (PEST & SLEPT) – – – – Political Economic Social Technological • The PEST factors can also threaten a company! Marketing Models • SWOT – Strengths and Weakness (Internal factors) – Opportunities and Threats (External factors) • Boston Consulting Group – Growth-Share matrix • Professor Igor Ansoff – Growth Product/Market Expansion Grid • The Product Life Cycle – Remember Continuum of Behaviour and marcoms opportunities! The Three Most Important Questions • What do you sell? – Parker Pens – Rolex watches • To whom do you sell? – – – – Market segmentation, A,B,C1’s,C2’s,D, E’s MOSAIC – Lifestyle based on postcodes Types of purchaser – Product Life Cycle Vertical markets – sic codes • How do you sell your products? – Which marcoms opportunities? Designing and Building a Database • Database Management Systems – Maximiser! • Sources of Data:– – – – Yellow Pages Kelly’s Dunn & Bradstreet Local Papers • Servicing databases by:– – – – Telephone (List cleaning, research, identifying need and appointments) Direct Mail (building an image – identifying with need) Reply Cards (Research questions and convenience) Direct and Indirect offers Telephone Canvassing • Designing a Script – – – – List Cleaning Research Identifying Need Making an Appointment • Employing a Telephone Canvasser • Incentivising a Telephone Canvasser Direct Mail • Don’t sell products or services – identify with problems! • Have clear objectives for direct mail – – – – – Sell more products or services Sell an indirect offer (Open Day, Seminar, Exhibition) Build mind share Build a particular image (quality) Be in the right place at the right time • Consider the use of Reply Cards and collateral • One page is enough! Plenty of white space! Use bullet points! • Quality of medium should match quality of service Summary and Close • What we have covered – – – – – – What is marketing The external factors The Continuum of Behaviour and Marcoms Marketing models The 3 important questions of marketing Building and servicing a database • Any Questions? • Thank you for coming!