Marketing Strategy: New Tools, Old Rules. by Bambi Gordon

Strategic marketing:
New Tools | Old Rules

Perception is more important than reality

The market is spoilt for choice

And so are the marketers .....

Consumer magazines 1990 = 417 Consumer magazines 2008 = 1100

"Mobile-phone marketing today is where Internet advertising was in 1996 -- it's about to take off... There are already more mobile phones in use worldwide than televisions and computers put together."

Point of sale

All this stuff is just the new tools that we can use to communicate

The old rules still apply

1964 Competition entry forms & barrel Media conference at Essendon Airport Special edition promo newspaper A-frame walkers On pack promotion – Streets Ice Creams Hot air balloon stunt

Whatever the tool you need to know how to use it....

Strategy
An overview - what you have to achieve to get to your goal
Far reaching, broad
Strategic thinking
Focused – VS Scatter gun
Pro-active – VS Re-active
Determined/Decided - VS Ad hoc

Rule number one
It’s not
about you

Age Lifestage Demographics

Values Beliefs Personality

Employment Income Role

Friends Family Influences Media

Pastimes Interests Hobbies Politics

?
Ask
Research
Internal data
External data
Watch
Listen

Rule 2
It’s not about
your product
or service
It’s about what it MEANS....Not just what it IS

"In the factory we make cosmetics…
In the store we sell hope"

 Product focused
Customer focused 

What is the unfulfilled desire that your product fills?

RULE 3 It’s not about what you know…. it’s about what they think

In the of your customer What is the Position of your product? Where are your competitors? What is the word you want to own?

Safe car
Volvo Toothpaste Colgate Dog food Pal Safest airline ? Number one TV ? Hamburgers ? Fun airline Virgin

Once you have the: 1. Who (your target) 2. What (your product) 3. How (your position) | the strategy | Your marketing plan will fall into place.......

Promote
Branding
Advertising
Promotion
Communication

Bambi Gordon
The Woo
marketing training for small biz owners
M: 0418 47 97 35

Credits....
Mobile phone quote: Michael Baker, President, Enpocket,
Digital ad revenue figures: Advertising Age, May, 2008 PICS: Dreamstime.com Consumer magazines: Sunday Life, Sept, 08 Hope Quote: Charles Revson, Revlon

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Marketing Strategy: New Tools, Old Rules. by Bambi Gordon

by Bambi Gordon on Oct 29, 2008

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Marketing Strategy: New Tools, Old Rules. by Bambi Gordon — Presentation Transcript