Think Different About Marketing | Ed Field - Digino

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Enterprise Ireland - eMarketing Event - Galway - July 2013

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Think Different About Marketing | Ed Field - Digino

  1. 1. Think different about marketing?
  2. 2. Challenge
  3. 3. core communications + reach = marketing engine
  4. 4. Your company cannot achieve its full potential without an excellent marketing engine.
  5. 5. Now the opportunity & threat has been hugely magnified.
  6. 6. Essential to re-think and re-craft marketing comms and tactics.
  7. 7. Is excellence in marketing as important as excellence in product, service, people and finance?
  8. 8. core communications + reach = marketing engine
  9. 9. It is your pitch and your personality fully brought to life in all your communications +
  10. 10. + A set of market tactics that are proven to reach, and engage those who have a compelling need for your offering.
  11. 11. = marketing engine
  12. 12. Re-developing the engine: 1. Research 2. Purpose 3. Position 4. Pitch 5. Marketing strategy & plan 6. Brand – style & personality 7. Create all copy, images, video 8. Create website, brochure, PowerPoint etc.
  13. 13. Was that the path you took?
  14. 14. Research The 3C’s. Insights.
  15. 15. Purpose Why does the business exist?
  16. 16. Position What space do you want to own in the prospects mind?
  17. 17. Pitch Craft a simple, short, engaging pitch. All comms will flow from this.
  18. 18. Re-developing the engine: 1. Research 2. Purpose 3. Position 4. Pitch 5. Marketing strategy & plan 6. Brand – style & personality 7. Create all copy, images, video 8. Create website, brochure, PowerPoint etc.
  19. 19. Reach A set of market tactics that are proven to reach, and engage those who have a compelling need for your offering.
  20. 20. Can we use online to generate a sustained flow of international sales leads for significant projects? From people who have never heard of our little company and who usually buy from Cisco?
  21. 21. Can we cut enquiry calls from an average of 20 minutes to 1 minute? While increasing our enquiry to booking rate?
  22. 22. With only a website and some digital marketing can you sell a two year, €12,000, online masters? To people who have never heard of UL and live 6,000 miles away? Can we persuade students to choose UL rather than Peen State, Harvard and others?
  23. 23. Our Irish market has taken a huge hit. With a website and some digital marketing could we jump into the UK market?
  24. 24. UK customers coming from Google
  25. 25. Huge opportunity to fire up our marketing engines. What hold’s us back?
  26. 26. Principles:
  27. 27. Focus
  28. 28. Be true
  29. 29. Be simple
  30. 30. Be persuasive
  31. 31. Be brave
  32. 32. Be remarkable
  33. 33. Thinking different about marketing?
  34. 34. Ed Field 1890-927-800 edfield@diginomarketing.com www.diginomarketing.com

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