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Transcript
Marketing Essentials 2.0 How to be a successful marketer By Tom Patty [email protected] The Big Five Marketing Basics • • • • • TARGET (it all starts here) Benefit Value Process Growth A process, not a la carte “Ready, aim, fire” Target The less money, the more targeted The power of the few (20/80 rule) Goal: the highest return on investment Two questions: What do they do? What do they value? Benefit Volvo Target Benefit Ferrari Value Value = Benefits divided by cost Only relevant to target Increase benefits/do not reduce cost Marketing Purchase Process Funnel Awareness (100%) Consider (40%) Shop (30%) Intend (20%) Buy (10%) Love (5%) (It’s all about conversion) “Where are your strengths,weaknesses? Marketing in 3 easy steps 1. The right person 2. The right message 3. The right time Marketing Tools (What job needs to be done?) • Advertising Collateral Old Broadcast Print Outdoor Mail Brochures New Internet (Google) Website Marketing Tools (con’t) Publicity Promotion Old New Press release “story” blogs newsletter social media “sale” add value Grow Your Business 1. Get more customers 2. Get more money from customers (What are you going to do that has value to customers?) How to Grow Your Business (Most bang for buck) 1. 2. 3. 4. 5. New Products or Services New Distribution New Promotion New Packaging New Value (What is your plan?) Resources SCORE seminars, workshops, counseling ecorner.stanford.edu/ (videos) PaulGraham.com (essays) TED.com (videos) Summary • • • • The Big Five (Targeting) Purchase Funnel (Conversion) Marketing Tools (Right tool for job) How to Grow (Most bang for $)
