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WHAT IS MARKETING? Marketing is the activity, set of institutions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. American Marketing Association Board of Directors WHAT IS MARKETING? The art of persuasion KNOW YOUR CUSTOMER Who do you want to…. connect with? buy your product or service? support your cause? Once you know who you’re targeting…. KNOW YOUR CUSTOMER ….aim for the bulls eye CUSTOMER INSIGHTS What do they think? What are their likes & dislikes? What motivates them? Understand the customer behavior CUSTOMER INSIGHTS- Example THE MARKETING PLAN THE MARKETING PLAN The “WHAT” part of the MARKETING PLAN Convince: your target audience That: they should believe or do something Because: reasons to believe, proof points The “HOW” part of the MARKETING PLAN Point of Sale Social Media Event/”Tenting” Mass Media Grassroots BUILD a RELATIONSHIP WITH YOUR CUSTOMERS aware Ambassador ‘super fans’ familiar Insider QUESTIONS?