Carving Your Marketing Strategy


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This Presentation was delivered by Sir Eric Seyram A at the “iSpace Women’s Entrepreneurs” Program. organised by ispace, a technology hub in Accra supporting start ups and in partnership with Google for Entrepreneurs,
The program was a three-week intensive program aimed at women entrepreneurs who are looking to create a winning business proposal and business pitch. Participants were coached by Sir Eric Seyram A and other industry experts on how to write their business proposal and present themselves to potential investors. Some selected business proposals got a sponsored package from iSpace and also a one on one mentoring with few of the leading women in business in Ghana today.
The program run from 1st April to 18th April 2014 within which there were 9 lecture sessions.
The presentation was captioned Carving your Marketing Strategy and sought to orient participants on how they can create value for their customers and other stakeholders to ensure competitiveness, profitability and sustainability.

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Carving Your Marketing Strategy

  1. 1. The iSpace Women Entrepreneurs Program Sir Eric Seyram A. || +233 (0) 243062198
  2. 2. Page 2 Carving Your Marketing Strategy
  3. 3. Page 3 My Brief: How can this ladies create a winning strategy in an overworked territory? What are some of the creative ways others are doing?
  4. 4. Our initial Conversation Today Marketing and Branding on a shoe string Budget. How to maximize your impact in the market, ensure sustainability and ROI  The basic principles of marketing as they apply to small budget organisations  The importance and the process of undertaking a marketing audit to ensure effective, result oriented marketing decision making.  The concept of branding, carving a niche, a unique differentiator and competitive edge.  A case of recognising the constraints and then trying to be sharper, faster, more focused and more creative than your competitors  And some Lessons from the winners (and the losers) in the days of volatility.
  5. 5. Our task Find answers to the most straight forward marketing questions ever devised:  Why should any one bother dealing with us?  What are we capable of offering that will be of interest?  How does it differ from what everyone else is doing?  How do we generate value for the shareholder? And that gives us the definition for marketing.  ‘The management process that identifies, anticipates and satisfies customer requirements PROFITABLY’ The Chartered Institute of Marketing Marketing = Value creation (customer/ shareholder/ means to competition)
  6. 6. THE NEED Societal Marketing and Social Entrepreneurship is the way forward.
  7. 7. Go Opposite To See Invisible Opportunities our biggest challenges are often quite different from what we think our biggest challenges are. Doing the opposite has always been a smart strategy for breakthrough. Make a list of everything your competitors are doing. Look at each item on the list ask yourself, “How can I gain an advantage by doing the opposite?”
  8. 8. Implications for marketing Who are our existing / potential customers? What are their current / future needs? How can we satisfy these needs? Can we offer a product/ service that the customer would value? Can we communicate with our customers? Can we deliver a competitive product or service? Why should customers buy from us? How do we remain in business?
  9. 9. AVOID MARKETING MYOPIA. (management’s failure to recognise the scope of its business) Define your organizational goals oriented towards consumer needs, making you stand out in highly competitive environments. APIC. ANALYSIS PLANING IMPLEMENTATION CONTROL
  10. 10. Are you practicing a WANA BE/ Surface/ Cosmetic marketing or A Real Holistic Result Oriented Marketing? TOP DOWN
  12. 12. SERVICE QUALITY AND TOTAL QUALITY MANAGEMENT Quality is what customers say it is. QUALITY: WHEN CUSTOMER EXPECTATION MEETS HIS PERCEPTION. Close the Service quality Gaps. To Improve service quality 1. Actual customer expectation and management perception of customer perception 2.Management perception of customer expectation and service quality specifications 3. Service quality specification and the actual service delivered 4. Service delivery and what is communicated about the service to customers 5.Customer expectations and perceptions of what is actually received. This gap is influenced by the first four. Use BENCH MARKING to close the gaps.
  13. 13. Build Quality, Sustainable, Beneficial Relationships The Shift from Transaction based marketing to Relationship Marketing CRM mass marketing Aimed at individuals = External and internal relationships = Accountability of managers = Projects an image and style = Ethical responsibilities towards consumers = Social responsibility = Dishonest marketing and promotion = The abuse of power = The availability of information
  14. 14. Transform or Perish Today, embracing change is no longer enough; we need to transform. Its good everyone has been touting the phrase “think outside the box” The problem isn’t that we need new ways to simply step outside the box—we need to completely transform the box itself. In fact, whatever your box is—your job, company, career, situation—it is going to transform whether you like it or not.
  15. 15. Some 10 “Early Bird” take away Tips  Customers can not tell you what they need. ( if u wana change the world)  Just plant the seed. Believe and U will See (Believe, begin, become)  Start with solving little problems and hope many people have that little problem  Don’t wait till its all perfect. (take it to market, promote and improve on it)  Design counts (Even when customers talk about price)  Value is different from price ( it can be cheaper elsewhere but create value (be unique and don’t compete on price)  Today, You need to jump curves to be successful (not 10% better but ten times better) be remarkable if you wana change the world.  Hire A+ Players if you are an A player. (be proud to say my marketing guy is a genius or I have a rock star team)  Don’t stuck with or worship a religion.  Real CEOs can PITCH/DEMO/ SELL.
  16. 16. People Are The Brand. What matters most in business is people. Without committed employees, loyal customers and hard- working partners, you really don’t have much.
  17. 17. Some lessons from the small budget winners. Lesson 1 Lesson 2: Lesson 3: Lesson 4: Lesson 5: Lesson 6: Lesson 7: Lesson 8: Lesson 9: Lesson 10: Lesson 11: Lesson 12: Lesson 13: Lesson 14: Lesson 15
  18. 18. Page 22 The Pitch • What do you believe in, what are you passionate about, what is or has been your frustration, what confuses you about the world? • Summarize your target market in one sentence. • Identify and summarize the three biggest and most critical problems that your target market faces. • List how you solve these problems and present clients investable op- portunities. • Demonstrate the Number One most relevant result you help your clients achieve. • Reveal the deeper core benefits your clients experience.
  19. 19. Page 23 The foundation of your business. • Mission • Vision • Value statements • Tagline
  20. 20. Page 24 Mission(Purpose/why) • Purpose “Figure out what you love to do as young as you can, and the organize your life around figuring how to make a living at it” Pat Williams, Author and Sports Administrator • Ask you self this question. “What is my life about “? • Each of us is born with a life purpose “ Learn to get in touch with the silence within yourself and know that everything in life has a purpose” Elizabeth Kubler-Ross, M.DPsychiatrist and author Identifying, acknowledging and honoring this purpose is perhaps the most important action successful people take. To be on purpose means you are doing what you love to do, doing what you are good at and accomplishing what is important to you
  21. 21. Page 25 Vision “The indispensable first step to getting the things you want out life is this: decide what you want” Ben Stein – Actor and Author • Ask yourself these questions. “What do I want to create”? “What do I want to contribute”? • Vision is your imagination of the future. It Is what you desire to accomplish in the future. What is your dream? “The greater danger of most of us is not that our aim is too high and we miss it, but that it is too low and we reach it “ • Michelangelo • It is a big picture that tends to be linked with your purpose in life. What will you do if money or resource is not an issue? What do you want to be your legacy?
  22. 22. Page 26 Values • Ask your self. What do I hold to be true or what is important to me in life? • What are your beliefs? what are you commitment to, what is your world view? • This is the emotional connection to your brand.
  23. 23. Page 27 Tagline A. short phrase that communicates and promotes you instantly to your target audience You want to use this statement as a tool of promotion that sticks in the minds of your target audience. If it resonates with them, that will be how they will refer to you. You want a statement that would be used to introduce you anytime you are to be introduced. My personal brand taglines are: • Empowering you to succeed  Igniting your personal brand power. • Live your life as a love story.
  24. 24. How is my offer different from the competition? What value am I creating for the customer? Will this create and continue to create more value for the shareholder? ROI Always ask your self these three key questions.