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Стратегический маркетинг. Правильный подход к нужной аудитории
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Стратегический маркетинг. Правильный подход к нужной аудитории

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Доклад Мэри Эллен Хикман (Mary Ellen Hickman), американского специалиста по стратегическому маркетингу и менеджменту, управляющего партнера Hickman Consulting Partners на форуме "Дни PR и …

Доклад Мэри Эллен Хикман (Mary Ellen Hickman), американского специалиста по стратегическому маркетингу и менеджменту, управляющего партнера Hickman Consulting Partners на форуме "Дни PR и маркетинга на Юге"- 2013.

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  • 1. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Days Of PR + Marketing In The SouthStrategic Marketing:How To Choose The Right ToolsFor The Right AudienceMary Ellen HickmanRostov-on-Don, RussiaJune 5, 2013
  • 2. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Thank You!
  • 3. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Introduction: Mary Ellen• 20 years in marketing + brand management– Fortune 100 companies– Small businesses• Experience includes– Advertising development, consumer research,business analysis, revenue forecasting– New business and brand launch, marketingconsulting in US and overseas– Starting and running 3 small businesses• MBA from top-tier school• Adjunct professor of marketing
  • 4. Hickman Consulting Partners = Growth
  • 5. © 2013 Hickman Consulting Partners, LLC. All rights reserved.The Situation• Changing customer needs asmarkets, industries, andtechnologies change• Constant change in marketingtechnology, media and tactics• Speed to market is crucial
  • 6. The Problem:Outdated, incorrect assumptions,tactics and communications
  • 7. Solution: Change Your Perspective
  • 8. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Market Like A Startup1. Re-examine your strategy – today2. Tactics: begin with a clean slate3. Get it in market. Fast
  • 9. © 2013 Hickman Consulting Partners, LLC. All rights reserved.1. Re-Examine Your Strategy: Today• Consumer need: what has changed?• Target audience: still the ideal?• Products and services: meeting needs ofconsumer and company?• Pricing: too low or too high?• Discounting: still benefiting your business, orjust a tool for lazy sales teams?
  • 10. © 2013 Hickman Consulting Partners, LLC. All rights reserved.2. Tactics: Begin With A Clean Slate• Scrap the trendy stuff• Reconsider what’s worked in the past
  • 11. © 2013 Hickman Consulting Partners, LLC. All rights reserved.3. Get It In Market. Fast• Start small, fast and imperfectly• Develop communications just-in-time
  • 12. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Case Study 1: B2B• High-level expertise• High-tech business• High stated demand• Professionalcommunicationmaterials• High value of services:$100,000 per contract
  • 13. © 2013 Hickman Consulting Partners, LLC. All rights reserved.The Problem• 3.5 years in business and no significant sales
  • 14. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Where They Went Wrong• Service line: Set up as convenient for thecompany – not the customer• Pricing: Discounting dramatically to try to getsales• Communications: Talked about the expertiseof the company – not customer need• Execution: Inexperienced sales team
  • 15. © 2013 Hickman Consulting Partners, LLC. All rights reserved.The Fix• Marketing strategies: Fix the service line– Developed a trial product• Tactics: No marketing required– Sales process that focused on progress towardclose• Get in market– Trial product in 2 weeks– One communication: order form, not proposal– Set a clear sales process
  • 16. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Results• All elements in market in 3 weeks• Asked for contract within 8 weeks of projectstart date• Currently in negotiations for 2 ongoingcontracts, total value of approximately$200,000• Cost: 15 hours of strategy consulting +development of communication piece
  • 17. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Market Like A Startup1. Re-examine your strategy – today2. Tactics: begin with a clean slate3. Get it in market. Fast
  • 18. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Case Study 2: B2C• Automotive industry• $1MM in annual revenue• Excellent reputation• 12 years in business
  • 19. © 2013 Hickman Consulting Partners, LLC. All rights reserved.The Problem• Sales down – significantly – for 2 years
  • 20. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Where They Went Wrong• Target customer: Anyone with a car who livesor works within 20 minutes• Pricing: Regular discounting and coupons,rarely sold services at full value• Tactics– Paid SEO, paid advertising with discounts– Few reviews online; reviews on Google+ and Yelpaverage to negative
  • 21. © 2013 Hickman Consulting Partners, LLC. All rights reserved.The Fix• Marketing strategies– Ideal consumer works within shuttle range, owns3 – 5 year old car– Conducted market research: parking lots• Tactics– Immediately asked satisfied customers for reviews– Identified key influencers in office buildings:secretaries– Gave postcards to secretaries to hand out
  • 22. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Results• First elements in market week 1• Identified secretary – already a client – in keyoffice building week 2, happy to hand outpostcards• Cut marketing budget from $50,000 to $5,000
  • 23. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Market Like A Startup1. Re-examine your strategy – today2. Tactics: begin with a clean slate3. Get it in market. Fast
  • 24. © 2013 Hickman Consulting Partners, LLC. All rights reserved.• Be strategic• Prioritize ruthlessly• Stay focused© Nike, Inc.Your Challenge: Just Do It!
  • 25. Questions?Hickman Consulting PartnersBrand Management + Marketing StrategyMaryEllen@Hickman-Partners.com