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21.10.10 everything you wanted to know about marketing (Weymouth, Dorset)
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21.10.10 everything you wanted to know about marketing (Weymouth, Dorset)



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  • 1. Everything you wanted to know about marketing but were afraid to ask Jane Buswell October 2010
  • 2. What they say about marketing “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett "Marketing is not an event, but a process . . . it has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.’’ Jay Conrad Levinson
  • 3. When is an opera not an opera… …when it is AIDA ATTENTION INTEREST DESIRE ACTION
  • 4. How do you want to come across as a company? Brand - according to the Chartered Institute of Marketing: “Brands matter to every company because what they capture is distinctive. This is the primary source of your competitive advantage and the ability to create value.” CONSISTENT AND CONTINUAL
  • 5. What they say about brand “It is a pretty recognizable brand name. Originally it was ‘Jerry's Guide to the World Wide Web’ but we settled on ‘Yahoo’.’’ Jerry Yang “If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” John Stuart, former CEO of Quaker Oats
  • 6. Core Values - choose 5 this is what you believe in and how you think your business should be conducted
  • 7. Target Audience Who are you aiming at? Holidaymakers or Housewives? Taxidermists or Tax Inspectors? Painters or Publicans? Artists or Accountants? Where do you want to work? What size of company do they need to be? Why would they need you? (WIIFM) What do you know about them?
  • 8. What they say about target audience "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." Peter F. Drucker
  • 9. Effective communication with your target audience •understand them •empathise with them •get them to empathise with you THEN HELP YOUR TARGET AUDIENCE TO •see the merit of your argument •associate themselves with it •have their ego affirmed by it WIIFM – what’s in it for me?
  • 10. Headlines – which are more likely to appeal? Simpson Fire Alarms - your guarantee of safety OR Is your family's life worth the price of a round of drinks?
  • 11. Identifying benefits that really work Make a list of your features Are they REALLY meaningful Which means that in terms of your target audience What’s in it for me gets to the emotional root
  • 12. What creates DESIRE? Often a special offer or a promotion: this could be Added value: with affiliates Date deliminated offer Something free - from p & p to your advice Sliding discounts – the more you take the more you save Reward – gift voucher or recognition One off opportunity…
  • 13. ACTION: •Expect your call in the next few days •Enter a competition •Take part in a survey •Book online •Send for information •Look at your website •Introduce a friend •Sign up for a newsletter
  • 14. Marketing Tactics (Sheepdogs) -Direct Mail -PR -Door drops -Direct Sales -Advertising -Putting in a bid/proposal -Newsletters -Telephone marketing -Creating a website -Strategic Alliances -Email marketing -SMS messaging -Signage -Exhibiting -Presentations -Workshops -Networking
  • 15. Do’s and Don’ts of Social Networking • Will your “virtual client” actually be looking at these vehicles? • Don’t communicate thoughtlessly • Keep your brand congruent • Headlines are important for blog posts too
  • 16. Differentiating yourself – strengths •Make sure you mention your company strengths •This might include good client names; innovative product; experience in an industry; etc •It might include comments or testimonials made by your customers – a good question to ask them if you have a customer feedback form is – why did you use us?
  • 17. “unlike other companies we…..” “Marketing is the art of meaningful differentiation.” John Lederer
  • 18. What they say about advertising “A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable.’’ Bernice Fitz-Gibbon “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” Steuart Henderson Britt
  • 19. A bit of advice about advertising • Don’t advertise on a left hand page • With regard to negotiating favourable advertising rates - the closer to the deadline you can book your ad the better • Don’t advertise somewhere just because your competition is doing so – you may all be spending money for nothing! • Measure and monitor your advertising
  • 20. A bit about PR • The best publications to aim for are the ones your target audience is going to read! • Ask for a forward features list from the editor • Ask how many words of copy they would like • Ask when their copy deadline is • Ask how they would like you to submit your article
  • 21. In Summary “What is written without effort is in general read without pleasure!” Samuel Johnson If it sounds disjointed when you read it aloud – it is!
  • 22. For more information: 07966 155518 Presentation available to download from: Follow my blog