© 2013 Hickman Consulting Partners, LLC. All rights reserved.Days Of PR + Marketing In The SouthStrategic Marketing:How To...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Thank You!
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Introduction: Mary Ellen• 20 years in marketing + brand manag...
Hickman Consulting Partners = Growth
© 2013 Hickman Consulting Partners, LLC. All rights reserved.The Situation• Changing customer needs asmarkets, industries,...
The Problem:Outdated, incorrect assumptions,tactics and communications
Solution: Change Your Perspective
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Market Like A Startup1. Re-examine your strategy – today2. Ta...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.1. Re-Examine Your Strategy: Today• Consumer need: what has c...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.2. Tactics: Begin With A Clean Slate• Scrap the trendy stuff•...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.3. Get It In Market. Fast• Start small, fast and imperfectly•...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Case Study 1: B2B• High-level expertise• High-tech business• ...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.The Problem• 3.5 years in business and no significant sales
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Where They Went Wrong• Service line: Set up as convenient for...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.The Fix• Marketing strategies: Fix the service line– Develope...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Results• All elements in market in 3 weeks• Asked for contrac...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Market Like A Startup1. Re-examine your strategy – today2. Ta...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Case Study 2: B2C• Automotive industry• $1MM in annual revenu...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.The Problem• Sales down – significantly – for 2 years
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Where They Went Wrong• Target customer: Anyone with a car who...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.The Fix• Marketing strategies– Ideal consumer works within sh...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Results• First elements in market week 1• Identified secretar...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.Market Like A Startup1. Re-examine your strategy – today2. Ta...
© 2013 Hickman Consulting Partners, LLC. All rights reserved.• Be strategic• Prioritize ruthlessly• Stay focused© Nike, In...
Questions?Hickman Consulting PartnersBrand Management + Marketing StrategyMaryEllen@Hickman-Partners.com
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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 маркетинга на Юге"- 2013.

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Стратегический маркетинг. Правильный подход к нужной аудитории

  1. 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. 2. © 2013 Hickman Consulting Partners, LLC. All rights reserved.Thank You!
  3. 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. 4. Hickman Consulting Partners = Growth
  5. 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. 6. The Problem:Outdated, incorrect assumptions,tactics and communications
  7. 7. Solution: Change Your Perspective
  8. 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. 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. 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. 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. 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. 13. © 2013 Hickman Consulting Partners, LLC. All rights reserved.The Problem• 3.5 years in business and no significant sales
  14. 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. 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. 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. 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. 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. 19. © 2013 Hickman Consulting Partners, LLC. All rights reserved.The Problem• Sales down – significantly – for 2 years
  20. 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. 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. 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. 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. 24. © 2013 Hickman Consulting Partners, LLC. All rights reserved.• Be strategic• Prioritize ruthlessly• Stay focused© Nike, Inc.Your Challenge: Just Do It!
  25. 25. Questions?Hickman Consulting PartnersBrand Management + Marketing StrategyMaryEllen@Hickman-Partners.com
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