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


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With a stack of new communication tools marketers still need to focus, in the first instance, on strategy. A well crafted marketing strategy will make it much easier to choose the best new tools and traditional media to promote your business. This slideshow supports a presentation given at the Brew Small Business Expo South Australia.

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

  1. 1. Strategic marketing: <ul><li>New Tools | Old Rules </li></ul>
  2. 2. Perception is more important than reality
  3. 3. The market is spoilt for choice
  4. 4. And so are the marketers .....
  5. 5. <ul><li>Consumer magazines 1990 = 417 Consumer magazines 2008 = 1100 </li></ul>
  6. 9. &quot;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.&quot;
  7. 10. Point of sale
  8. 13. All this stuff is just the new tools that we can use to communicate
  9. 15. The old rules still apply
  10. 16. 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
  11. 17. Whatever the tool you need to know how to use it....
  12. 18. Strategy <ul><li>An overview - what you have to achieve to get to your goal </li></ul><ul><li>Far reaching, broad </li></ul>Strategic thinking <ul><li>Focused – VS Scatter gun </li></ul><ul><li>Pro-active – VS Re-active </li></ul><ul><li>Determined/Decided - VS Ad hoc </li></ul>
  13. 19. <ul><li>Rule number one </li></ul><ul><li>It’s not </li></ul><ul><li>about you </li></ul>
  14. 20. Age Lifestage Demographics
  15. 21. Values Beliefs Personality
  16. 22. Employment Income Role
  17. 23. Friends Family Influences Media
  18. 24. Pastimes Interests Hobbies Politics
  19. 25. ? <ul><li>Ask </li></ul><ul><li>Research </li></ul><ul><li>Internal data </li></ul><ul><li>External data </li></ul><ul><li>Watch </li></ul><ul><li>Listen </li></ul>
  20. 26. Rule 2 <ul><li>It’s not about </li></ul><ul><li>your product </li></ul><ul><li>or service </li></ul>It’s about what it MEANS....Not just what it IS
  21. 27. <ul><li>&quot;In the factory we make cosmetics… </li></ul><ul><li>In the store we sell hope&quot; </li></ul>
  22. 28. <ul><li> Product focused </li></ul>Customer focused 
  23. 29. What is the unfulfilled desire that your product fills?
  24. 30. RULE 3 It’s not about what you know…. it’s about what they think
  25. 31. In the of your customer What is the Position of your product? Where are your competitors? What is the word you want to own?
  26. 32. <ul><li>Safe car </li></ul>Volvo Toothpaste Colgate Dog food Pal Safest airline ? Number one TV ? Hamburgers ? Fun airline Virgin
  27. 33. 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.......
  28. 34. Promote <ul><li>Branding </li></ul><ul><li>Advertising </li></ul><ul><li>Promotion </li></ul><ul><li>Communication </li></ul>
  29. 35. <ul><li>Bambi Gordon </li></ul><ul><li>The Woo </li></ul><ul><li>marketing training for small biz owners </li></ul><ul><li>M: 0418 47 97 35 </li></ul>
  30. 36. Credits.... <ul><li>Mobile phone quote: Michael Baker, President, Enpocket, </li></ul>Digital ad revenue figures: Advertising Age, May, 2008 PICS: Consumer magazines: Sunday Life, Sept, 08 Hope Quote: Charles Revson, Revlon