Marketing Back To Basics


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On Wednesday 3rd March 2010 at ‘Bracknell and Berkshire Business Expo’
Lisa Archer, owner of Bitesize Marketing, presented to local businesses on ‘Marketing Back to Basics’. During this session Lisa will provided 10 key marketing steps to ensure your marketing works.

Step 1- Set Objectives
Step 2- Research your Ecosystem
Step 3- Develop your Strategy
Step 4- Develop your Message
Step 5- Test your Message
Step 6- Engage with you Market
Step 7- Integration
Step 8- Power of Partnership
Step 9- Measure, Monitor and Control
Step 10- Don’t Become a Boiled Frog!!

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  • A bit about me....
  • Objectives are your dreams with deadlines….. Define Aim Goal Objective Mission
  • You have limited resources- you want to focus your efforts of the biggest opportunities with the heart being customer satisfaction Understand market needs and the segments Make the most of your strengths and be competitive Cost Leadership EASYJET/Lidel FOCUS- The perfume shop STUCK IN THE MIDDLE- Woolworths M&S now clear segments that it appeals to DIFFERENTIATION- Apple Think leader, challenger, follower and niche
  • Marketing moved from ‘push’ to ‘pull’ focus now on engaging with your target market. Key is to understanding your target market and development of ‘INTERESTING’ content
  • Think like your customer when they are using a search engine
  • Marketing Back To Basics

    1. 1. Marketing Back to Basics Lisa Archer, Bitesize Marketing Wednesday 3 rd March 2010
    2. 2. What we will cover in the next 30 minutes <ul><li>Gain an understanding of the marketing basics </li></ul><ul><li>Top 10 Marketing steps </li></ul><ul><li>Your questions answered </li></ul>
    3. 3. What is Marketing? “ The management process responsible for identifying, anticipating and satisfying customer requirements profitably ”
    4. 4. Top 10 Marketing Steps
    5. 5. Step 1- Set Objectives <ul><li>&quot;Without objectives, and plans to reach them, you are like a ship that has set sail with no destination. &quot; Fitzhugh Dodson </li></ul><ul><li>Make them SMART </li></ul><ul><li>Set clear business objectives </li></ul><ul><li>Marketing objectives to support the business objectives </li></ul>
    6. 6. Ste p 2- Research your Ecosystem
    7. 7. Step 3- Develop Your Strategy Cost leadership Differentiation Focus Stuck in the middle
    8. 8. Step 4- Develop your Messaging <ul><li>Your brand- promise, values, identity </li></ul><ul><li>Tone of voice </li></ul><ul><li>Your proposition </li></ul><ul><li>Your tagline </li></ul><ul><li>Your elevator pitch/dinner party </li></ul>
    9. 9. Step 5- Test your Message <ul><li>Speak to customers/prospects </li></ul><ul><li>Ask family and friends </li></ul><ul><li>Run a pilot campaign </li></ul><ul><li>Speak to experts in your ‘ecosystem’ </li></ul>
    10. 10. Step 6- Engage with your market
    11. 11. Step 7- Integration
    12. 12. Step 8- Power of Partnership <ul><li>Complimentary products/services </li></ul><ul><li>Simple and cost effective </li></ul><ul><li>Win/win scenario </li></ul><ul><li>Partnership agreement </li></ul>
    13. 13. Step 9- Measure, Monitor and Control <ul><li>Ask all leads where they heard about you </li></ul><ul><li>Survey your customers </li></ul><ul><li>Review campaign ROI </li></ul><ul><li>Look at cost per lead </li></ul><ul><li>Use Google Analytics </li></ul>
    14. 14. Step 10- Don’t become a boiled frog!!
    15. 15. Recap 10 Steps <ul><li>Step 1- Set Objectives </li></ul><ul><li>Step 2- Research your Ecosystem </li></ul><ul><li>Step 3- Develop your Strategy </li></ul><ul><li>Step 4- Develop your Message </li></ul><ul><li>Step 5- Test your Message </li></ul><ul><li>Step 6- Engage with you Market </li></ul><ul><li>Step 7- Integration </li></ul><ul><li>Step 8- Power of Partnership </li></ul><ul><li>Step 9- Measure, Monitor and Control </li></ul><ul><li>Step 10- Don’t Become a Boiled Frog!! </li></ul>
    16. 16. Thank you