AP Deputy Heads

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AP Deputy Heads

  1. 1. Introduction to Marketing Lilla Somogyi Marketing Manager 13th June 2012
  2. 2. . Agenda  Crash course in Marketing  What is marketing?  Branding  Marketing Plan and strategy  Competitors  Promotion  Social media
  3. 3. . Lesson 1. What is marketing? The Chartered Institute of Marketing defines marketing as: "the management process responsible for identifying, anticipating and satisfying customer requirements profitably." http://www.cim.co.uk
  4. 4. . The Marketing Mix Businesses need to make sure they are marketing: The right product to The right person at The right price in The right place and at The right time
  5. 5. . If you manufacture pens and want to target school children… More appropriate Less appropriate Product Coloured ballpoint pens Gold fountain pens Price Low price High price, including insurance Place Selling them through newsagents and stationers Selling them through specialist outlets and jewellery stores Promotion Point of sale material In glossy magazine or Sunday supplements
  6. 6. . What to do… Think about your target groups Think about where to target them Think about their behaviour
  7. 7. . Lesson 2. Branding The best brands create a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.
  8. 8. . Can we guess the top 4 of the Top 100 Brands 2011? 1. 2. 3. 4.
  9. 9. . Top 4 of the Top 100 Brands 2011
  10. 10. . Benefits of branding  Memorability  Loyalty  Familiarity  Premium image, premium price  Extensions  Greater organisational equity  Lower marketing expense  For customers, less risk
  11. 11. . What to do…  Think about your brand  Is it consistent?  If not, ensure you are using the same colours, fonts and logos  Have you considered creating some brand guidelines?  Minimum create powerpoint and word templates
  12. 12. . Lesson 3. Marketing plans and strategy A good marketing plan will help to keep you ahead of the competition and transform your objectives into a strategy that will benefit your school and customers. Considers issues such as segmentation – vital if you’re seeking to increase your market share and competitor research, which is often undervalued and under-resourced. Both are invaluable preparation for an effective marketing plan and strategy.
  13. 13. . How to do a marketing plan The main contents of a marketing plan are: 1.Executive Summary 2.Situational Analysis 3.Opportunities / Issue Analysis - SWOT Analysis 4.Objectives 5.Strategy 6.Action Program (the operational marketing plan itself for the period under review) 7.Financial Forecast 8.Controls
  14. 14. . Limited time? Do a SWOT analysis! Summary of Situation Analysis  STRENGTHS: Internal strengths  WEAKNESSES Internal weaknesses  OPPORTUNITIES: External opportunities  THREATS: External threats … essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.
  15. 15. . Lesson 4. Competitors Key questions to look at: 1. Who are your competitors? 2. What do they offer? 3. What is their pricing policy? 4. Who are their customers? 5. How do they promote themselves? 6. Who are their suppliers? 7. How financially secure are they? 8. What kind of organisation are they? 9. What are their strengths and weaknesses? 10.What is their business strategy?
  16. 16. . Lesson 5. Promotion = Marketing? The promotional mix is made up of 5 elements:  Advertising  Sales promotion  Public relations  Direct marketing  Personal selling No, it forms part of it.
  17. 17. . Advantages and Disadvantages of Each Element of the Promotional Mix Mix Element Advantages Disadvantages Advertising Good for building awareness Effective at reaching a wide audience Repetition of main brand and product positioning helps build customer trust Impersonal - cannot answer all a customer's questions Not good at getting customers to make a final purchasing decision Personal Selling Highly interactive - lots of communication between the buyer and seller Excellent for communicating complex / detailed product information and features Relationships can be built up - important if closing the sale make take a long time Costly - employing a sales force has many hidden costs in addition to wages Not suitable if there are thousands of important buyers Sales Promotion Can stimulate quick increases in sales by targeting promotional incentives on particular products Good short term tactical tool If used over the long-term, customers may get used to the effect Too much promotion may damage the brand image Public Relations Often seen as more "credible" - since the message seems to be coming from a third party (e.g. magazine, newspaper) Cheap way of reaching many customers - if the publicity is achieved through the right media Risk of losing control - cannot always control what other people write or say about your product
  18. 18. . Direct Marketing Establishing an individual relationship between the school offering a service and the final customer. The process of direct marketing covers a wide range of promotional activities you may be familiar with. These include: • Direct-response adverts on television and radio • Mail order catalogues • E-commerce • Magazine inserts • Direct mail (sometimes also referred to as “junk mail”) • Telemarketing
  19. 19. . SOCIAL MEDIA
  20. 20. . WHY BOTHER WITH SOCIAL MEDIA?  Competition is using it  Target audience is using it  Google counts social sharing when ranking  Provides great brand exposure  It’s the next generation of Word of Mouth marketing  Social Media Networking sites have high Page Rank  Provides transparency  Opens up conversation  Aids customer service  Brand exposure BEST PART IT’S FREE!
  21. 21. . TACTICS Twitter FACEBOOK LINKEDINYOUTUBE Blogs
  22. 22. . TWITTER Twitter allows schools to promote services on an individual level. The use of a service can be explained in short messages that followers are more likely to read. These messages appear on followers’ home pages. Messages can link to the schools website, Facebook profile, photos, videos, etc. This link provides followers the opportunity to spend more time interacting with the school online. This interaction can create a loyal connection between schools and individuals and can also lead to larger advertising opportunities. Twitter promotes a product/service in real-time and brings customers in.
  23. 23. . TWITTER
  24. 24. . FACEBOOK Facebook profiles are more detailed than Twitter. They allow a product/service to provide videos, photos, and longer descriptions. It can include testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page as well as send out event reminders. Facebook promotes a product in real-time and brings customers in. As marketers see more value in social media marketing, advertisers continue to increase sequential ad spend in social by 25%. The study attributes 84% of "engagement" or clicks to Likes that link back to Facebook advertising.
  25. 25. . FACEBOOK
  26. 26. . BLOGS Blogs allow a school to provide longer descriptions of services. The longer description can include reasoning and uses. It can include testimonials and can link to and from Facebook, Twitter and many social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers. Other promotional uses are acquiring followers and subscribers and direct them to your social network pages. Why not get your students involved in writing blogs? E.g. DLD Social Media Group Ambassadors!
  27. 27. . LINKEDIN LinkedIn, being a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others. LinkedIn provides its members the opportunity to generate sales leads and business partners. Members can use “Company Pages” similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers.
  28. 28. . LINKEDIN If appropriate ages, can be used to maintain contact with Alumni!
  29. 29. . YOUTUBE YouTube is another popular channel; advertisements are done in a way to suit the target audience. The ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Promotional opportunities such as sponsoring a video is also possible on YouTube, e.g. a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos. If you have a school video, is it on YouTube? Can sponsor an ad for a popular local video?
  30. 30. . YOUTUBE
  31. 31. ANY QUESTIONS?
  32. 32. CONTACT DETAILS Lilla Somogyi Marketing Manager Tel: +44(0)20 7487 6000 Mobile: +44 (0) 7785 615 459 Skype: lilla_somogyi Email: lilla.somogyi@alphaplusgroup.co.uk Website: http://www.abbeycolleges.co.uk

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