Anglia Ruskin University April 2013
Today … Toolkit Taster SessionAfter today’s session you will:•   Have a better understanding of the    benefits of strateg...
The 7 Step Toolkit                                          Since its inception:                                          ...
The 7 Step Toolkit    Step 1. Establish where you want to go – your    strategic direction and priorities    Step 2. Ident...
What is marketing?it is not:                             it is:•   An ‘add-on’ to the end of the      •   A strategic mana...
What can a marketingplan do for us?•   Ensure we know who our customers are and what they need•   Plan services that fulfi...
All about nurturingcustomer conversations‘A dialogue over time with a specific groupof customers whose needs you understan...
Step 1. Establish where youwant to go – your strategicdirection & prioritiesExternal                 InternalVision / outl...
Step 2. Identify yourservice offersList your offers today and those you maybe planning for the futureSWOT• Strengths• Weak...
Step 3. Identify, segment andprofile your customersWhy?Need to know who your customers are and whatthey need before you ca...
US National Parkcustomer segmentation•   Urban Beach Boys 3.8%•   Inactives 22%•   Young New England Wind Surfers0.9%•   N...
Tourism Queenslandcustomer segmentsActive ExplorersHolidays...where they can be challenged and feel aliveStylish Traveller...
Visit BritainSegments ofUK customerswho holiday inown country
Who are your segments?Who are they?                           What are they about?•   What is their situation?            ...
Activity 1.Segment your customers10 minsIn your group identify some key customersegments. You could do this by:•Situation/...
Accommodation              •   not bound to a particular type ofThe Active    •                  accommodation            ...
Visit Britain segment profilesHigh Street - the largest segment with 22% of        Discoverers - they represent 13% of the...
Activity 2.Profile your customers10 minsChoose one of your segments.Have a go at profiling them.Think particularly about w...
Step 4. Define a targeted serviceoffer for each customer segment(The 4 Ps)Define a targeted service offer based onyour seg...
Matching products and servicesto your customer segments
Step 5. Transform your serviceoffers into customer benefitsFor each service offer to eachsegment identify the specific ben...
Activity 3.Define your service offersand articulate their benefitsfor your segment15 minsUsing your customer profile:•   D...
Step 6. Translate your benefitsinto targeted messages:AIDA principle• AttentionMake me actually notice• InterestSpark enou...
Step 7. Communicate yourkey messages by nurturingcustomer conversationsPlan effective ‘benefit’led conversations or campai...
Targeting your offers toyour customer segmentsBy who they are            By what we offerUniversity of Sunderland   i-esca...
Matching your brand toyour customer segments
Building brands to meet theneeds of specific segmentsEstée Lauder has a total of 27 brands which include:American Beauty  ...
Planning your conversations               Timing               Tools               Staff EngagementUniversity Library Serv...
Encouraging customer conversations
Thomson HolidaysJanuary 2011 campaignThomson Holiday Campaign 2011                          Are you a ….                  ...
Activity 4.Plot your ‘conversational’timeline15 minsThink about customer needs &‘difference’ sought in relation to:• Key a...
Activity 5.Plan your conversation30 mins• Plan your customer conversation• Plan your vehicles• Suggest ways to capture imp...
Activity 6.Share your ideas15 mins:Share your ‘conversational’ planswith each other
The 7 Step Toolkit    Step 1. Establish where you want to go – your    strategic direction and priorities    Step 2. Ident...
Interested to know more…If you would like to:• learn more• adapt the toolkit to your own needs• discuss the possibility of...
Kay Grieves 'How Do You Like Your Eggs In The Morning?' 7 Step Marketing Toolkit 2013
Kay Grieves 'How Do You Like Your Eggs In The Morning?' 7 Step Marketing Toolkit 2013
Kay Grieves 'How Do You Like Your Eggs In The Morning?' 7 Step Marketing Toolkit 2013
Kay Grieves 'How Do You Like Your Eggs In The Morning?' 7 Step Marketing Toolkit 2013
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Kay Grieves 'How Do You Like Your Eggs In The Morning?' 7 Step Marketing Toolkit 2013

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Strategic Marketing Toolkit created by University Library Services, University of Sunderland.

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  • Kay Grieves, University Library Services University of Sunderland
  • Hope it will all fit in …. Have to see how we go. Remember – you have your workbook which should help to explain things further. Kay Grieves, University Library Services University of Sunderland
  • Student Induction, Communication plan for student services, new service offer to researchers, reshaped service offer to off campus students, to rewrite library web pages, huge task – to create a service catalogue for University IT services Kay Grieves, University Library Services University of Sunderland
  • Kay Grieves, University Library Services University of Sunderland
  • READ OUT DEFINITIONS Kay Grieves, University Library Services University of Sunderland
  • A marketing plan enables you to document your approaches to this, it helps to clarify the process and to communicate it consistently – ensuring everyone know what you are doing and you are all pulling in same direction Kay Grieves, University Library Services University of Sunderland
  • Make sure you all know what you are aiming for. Ensure that your marketing plan is consistent with your service/organisational vision eg. Equity of experience at Sunderland Kay Grieves, University Library Services University of Sunderland
  • May be obvious but is a helpful process ….and makes sure everyone starts from the same point Kay Grieves, University Library Services University of Sunderland
  • Holiday example … Kay Grieves, University Library Services University of Sunderland
  • Segment according to your purpose .. Can segment and sub segment as much as you need to Kay Grieves, University Library Services University of Sunderland
  • This may be a range of service offers eg. bundles of services for researchers or you may be focussed on one eg Live Chat Kay Grieves, University Library Services University of Sunderland
  • THIS IS THE KEY … what is a benefit to me may not be a benefit to you – READ OUT DEFINITIONS Kay Grieves, University Library Services University of Sunderland
  • Plenty of books, courses on promotional side of things Kay Grieves, University Library Services University of Sunderland
  • Kay Grieves 'How Do You Like Your Eggs In The Morning?' 7 Step Marketing Toolkit 2013

    1. 1. Anglia Ruskin University April 2013
    2. 2. Today … Toolkit Taster SessionAfter today’s session you will:• Have a better understanding of the benefits of strategic marketing• Have an overview of our 7 step approach• Have explored some of the key techniques• Be prepared to apply the toolkit for your own purposes• Know how we can help you further
    3. 3. The 7 Step Toolkit Since its inception: • Central strategic planning tool at University of Sunderland, Student and Learning Support e.g. Quality Model Campaign2008: • Shared with staff from over 90 libraries andHow our toolkit came to be? information services throughout UK• New Quality Model Applied for various purposes:• Wanted to build relationships with our customers - re-defining services and service offers• Wanted to nurture conversations• - strategic marketing/communication plans Strategic marketing held the key• Apply strategic marketing to our - planning customer conversations service culture - Specific purposes e.g. Customer Service• Exploration led to the creation of Excellence Award the toolkit – How Do You Like Your Eggs In The Morning? “This is more than a toolkit – it’s a way of thinking,• Toolkit consists of our workbook planning and delivering high quality, relevant and a tried and tested workshop services.” (CILIP UCR Marketing Group)
    4. 4. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
    5. 5. What is marketing?it is not: it is:• An ‘add-on’ to the end of the • A strategic management process service planning process • The starting point of all service• Just about promotion planning• Describing features of a service • Entirely customer led /product • Benefit driven• Inward looking • Outward and forward looking• ‘One size fits all’ • Personalised and targeted A strategic tool – to help you develop customer relationships through planned service offers and conversations See page 4
    6. 6. What can a marketingplan do for us?• Ensure we know who our customers are and what they need• Plan services that fulfil our customers’ needs• Effectively communicate the benefits of our services• Ensure customers are motivated to use our services• Ensure customers make most of our services• Demonstrate the difference we make and the impact we have
    7. 7. All about nurturingcustomer conversations‘A dialogue over time with a specific groupof customers whose needs you understand indepth, and for whom you develop a specificoffer with an advantage over the offers ofyour competitors’McDonald
    8. 8. Step 1. Establish where youwant to go – your strategicdirection & prioritiesExternal InternalVision / outlook of: • Mission statement• Wider organisation • Values / culture• Sector • Vision / strategy• Nationally
    9. 9. Step 2. Identify yourservice offersList your offers today and those you maybe planning for the futureSWOT• Strengths• Weaknesses• Opportunities• ThreatsSee Step 2 page 9
    10. 10. Step 3. Identify, segment andprofile your customersWhy?Need to know who your customers are and whatthey need before you can begin to provide it.You need to know them so that you know howbest to have conversations and build arelationship with them.Why segment?•Everyone is different•One-size does not fit all ‘The identification of individuals•Bespoke is often not possible with similar characteristics and•It makes it manageable wants ’JobberHow?•Use what you already know•Have conversations with them•Group those with similar needs, wants, motivationsand characteristics•Profile them so that you know all about them•Make sure everyone involved knows who they are See Step 3 page 12
    11. 11. US National Parkcustomer segmentation• Urban Beach Boys 3.8%• Inactives 22%• Young New England Wind Surfers0.9%• Nature Lovers 27.2%• Musclers 6.2%• Thrill Seekers 8.3 %• Hunt-n-Fish Mens Motor Club 6.3%• The Take it Easies 25.3%
    12. 12. Tourism Queenslandcustomer segmentsActive ExplorersHolidays...where they can be challenged and feel aliveStylish TravellersHolidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in lifeSelf DiscoverersHolidays...where they can enrich their mind and nourish their bodyUnwindersHolidays...where they can reflect and recharge at their own paceConnectorsHolidays...where they can bond with family and friendsSocial Fun-seekersHolidays...where they can share good times with friends, new and old
    13. 13. Visit BritainSegments ofUK customerswho holiday inown country
    14. 14. Who are your segments?Who are they? What are they about?• What is their situation? •What difference are they looking to Part Time? Full Time? Off Campus? you to to make for them?• Where are they in their journey? •What barriers do they face? New? Returning? Progressing? •What are their priorities?• What subject do they study/research? •What do they want to achieve? •What might motivate/interest them? •What do they want to know about? Talk about?
    15. 15. Activity 1.Segment your customers10 minsIn your group identify some key customersegments. You could do this by:•Situation/customer journey•Location•Skills Level•Personality typeOr you could think of some other ways.
    16. 16. Accommodation • not bound to a particular type ofThe Active • accommodation segment most open to staying in backpacker hostels, eco-lodge resorts or camping groundsExplorers • may stay with friends and relatives in a luxury hotel /resort or standard motel • just needs to be clean and comfortablesegment Getting around • likely to drive, but will sometimes take aprofile • • caravan may fly, yet prefer to avoid airports of all segments, most likely to visit multiple locations during a holiday • unlikely to go on daytrips DiningWhat they • • not looking for quality dining options prefer accessible food - so local pub and club food is finelook for in • venue isnt so important, the chance to experience different tastes is what it’s all abouta perfect Social interaction • • enjoy meeting and mixing with others mostly travel with their partners, but travel withholiday family is an option Holiday patterns • more likely than other segments to think limited holiday time restricts the distance that can be travelled • enjoy weekend breaks • will take the opportunity to build holidays around sporting or other events
    17. 17. Visit Britain segment profilesHigh Street - the largest segment with 22% of Discoverers - they represent 13% of thethe population, they are aged between 26 - 35 population, are most likely to be betweenand their average income is £22,150. They care 26 and 35, have children at home and bewhat others think and are trend followers, rather high internet users. They arethan setters, although they like new experiences independent and not influenced by style(new to them, as opposed to cutting edge). of brand but they are keen on value forTheyll pay for quality but only if its tried and money and rate good service highly.tested. More likely to take long holidays abroad They are much more likely to take abut are attracted to bargain short breaks in the bargain break/late deal than a planned,UK and are unlikely to go off the beaten track. A packaged holiday and are also morethird have children. They are moderately likely to weekend in England thaninterested in art and culture. abroad. Style Hounds - representing 12% of theCosmopolitans - the second largest segment at population Style Hounds are young15% of the population, they are relatively young (most are 15 - 25) and heavily influenced(although a third of them are post holiday) and by brands, fashion and trends. Theirtheir average income is about £26K. They are average income is £23,000. Half have noindependent and willing to try new things to get children (so have a high disposablenew experiences and challenges, both mentaland physical. They like to be active but also income) and 45% have a young family. They are motivated by fun andappreciate peace and relaxation, and art and excitement and are not very interested inculture. On average they take over 4 short cerebral or cultural pursuits.breaks a year and they enjoy a wide variety ofthings, especially activity/themed holidays.
    18. 18. Activity 2.Profile your customers10 minsChoose one of your segments.Have a go at profiling them.Think particularly about what ‘difference’ they look to you for.It may help to think about things like:• Their mode of study. Subject area. Point in learning journey.• What barriers, difficulties, challenges they may face?• What might motivate, inspire, interest them and what will not?• What do they need most from you?See Step 3 page12
    19. 19. Step 4. Define a targeted serviceoffer for each customer segment(The 4 Ps)Define a targeted service offer based onyour segment’s needs and preferences.Thinking about:•Product? Which services can you offerto meet their needs?•Place? Where and when can thecustomer use those services to bestmeet their needs?•Price? What does the customer haveto give up in order to use your services?•Competition? Who else provides what ‘To implement the marketing conceptthey need? successfully and satisfy customer needs, different product offeringsSee Step 4 page 18 must be made to diverse customer groups.’ Jobber
    20. 20. Matching products and servicesto your customer segments
    21. 21. Step 5. Transform your serviceoffers into customer benefitsFor each service offer to eachsegment identify the specific benefitof that service offer to them.Define:•The difference the service will make tothem•Why the price is worth it•Why your service is better than thecompetition Benefit: ‘An offer of some entity in•The overall benefit of your service which they get more than they give upoffer as perceived by them and in relation to alternatives including doingSee Step 5 page 21 nothing.’ Perla
    22. 22. Activity 3.Define your service offersand articulate their benefitsfor your segment15 minsUsing your customer profile:• Define a range of service offers for your segment (Table 1)• For each service offer articulate the benefit (or the difference it will make) they will make to your segment (Table 2)
    23. 23. Step 6. Translate your benefitsinto targeted messages:AIDA principle• AttentionMake me actually notice• InterestSpark enough interest to make me read/listen further and see what this could do for me• DesireProvide an incentive or something that makes me want the benefits you are offering• ActionMotivate me enough to take the time /effort to actually take up the serviceSee Step 6 page 25
    24. 24. Step 7. Communicate yourkey messages by nurturingcustomer conversationsPlan effective ‘benefit’led conversations or campaignsto deliver your messages to your customer segments:• Build a meaningful brand – cultural, verbal, visual, physical, personal• Identify vehicles to convey your messages eg. Facebook, blogs, Twitter etc• Consider the most effective timing• Ensure staff buy-in and nurturing of relationships with ‘their own audiences’• Remember conversations are two way. Capture the difference you are making, articulate and share itSee Step 7 page 29
    25. 25. Targeting your offers toyour customer segmentsBy who they are By what we offerUniversity of Sunderland i-escapeLibrary Services Accor Hotels
    26. 26. Matching your brand toyour customer segments
    27. 27. Building brands to meet theneeds of specific segmentsEstée Lauder has a total of 27 brands which include:American Beauty La MerAramis Mac CosmeticsAveda Michael KorsBobbi Brown MissoniBumble and Bumble OjonClinique OriginalsDonna Karan PrescriptivesEstee Lauder StilaJo Malone Tommy HilfigerKiton Tom Ford BeautyLab Series
    28. 28. Planning your conversations Timing Tools Staff EngagementUniversity Library Services Sunderland:Quality Model Campaignpinterest.com/UniOfSunLib
    29. 29. Encouraging customer conversations
    30. 30. Thomson HolidaysJanuary 2011 campaignThomson Holiday Campaign 2011 Are you a …. Toe dipper? Night owl? Early bird? ‘Whoever you are we’ve got your holiday…’
    31. 31. Activity 4.Plot your ‘conversational’timeline15 minsThink about customer needs &‘difference’ sought in relation to:• Key academic events• National events
    32. 32. Activity 5.Plan your conversation30 mins• Plan your customer conversation• Plan your vehicles• Suggest ways to capture impact & difference made
    33. 33. Activity 6.Share your ideas15 mins:Share your ‘conversational’ planswith each other
    34. 34. The 7 Step Toolkit Step 1. Establish where you want to go – your strategic direction and priorities Step 2. Identify your overall service offers Step 3. Identify, segment and describe your customers Step 4. Define a targeted service offer for each customer segment (to meet their identified needs) Step 5. Transform your service offer into benefits for each customer segment Step 6. Translate these benefits into targeted messages or conversations for each segment Step 7. Communicate your key messages through customer conversations
    35. 35. Interested to know more…If you would like to:• learn more• adapt the toolkit to your own needs• discuss the possibility of us running a full workshop for your libraryemail kay.grieves@sunderland.ac.ukblog 7steptoolkit.wordpress.comtwitter @KayJGrievestwitter hashtag #7uoseggsplease use the hash tag to share your ideas and feedback We’d love to hear from you
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