Strategic marketing: New Tools | Old Rules

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

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

An overview - what you have to achieve to get to your goal

Far reaching, broad

Focused – VS Scatter gun

Pro-active – VS Re-active

Determined/Decided - VS Ad hoc

Rule number one It’s not about you

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

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

It’s not about

your product

or service

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

"In the factory we make cosmetics…

In the store we sell hope"

 Product focused Customer focused 

 Product 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

Safe car

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

Branding

Advertising

Promotion

Communication

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

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

Mobile phone quote: Michael Baker, President, Enpocket,