8 Rules Seminar

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This is a broad overview of marketing basics. I think it is pretty comprehensive, except it is a few years old and does not touch on social media.

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8 Rules Seminar

  1. 1.
  2. 2. Copyright 2005 Giannini O&apos;Connor LLC<br />Mastering Marketing<br />
  3. 3. Copyright 2005 Giannini O&apos;Connor LLC<br />Eight Simple Rules<br />Rule #1: Know your Audience<br />
  4. 4. Copyright 2005 Giannini O&apos;Connor LLC<br />
  5. 5. Copyright 2005 Giannini O&apos;Connor LLC<br />
  6. 6. Copyright 2005 Giannini O&apos;Connor LLC<br />Understanding One’s Audience can lead to uncovering:<br />Geography<br />Brand Preference<br />Media Exposure<br />Media Preference<br />
  7. 7. Copyright 2005 Giannini O&apos;Connor LLC<br />Use this information to convey what your client is buying, not what you’re selling.<br />Youth, not surgery.<br />Safety and status, not cars.<br />A brighter future, not education.<br />“Wow, your house is beautiful,” not furniture.<br />“Your husband must really love you,” not jewelry.<br />
  8. 8. Copyright 2005 Giannini O&apos;Connor LLC<br />Use this information to match the media to the message.<br />Trust common sense in recognizing what media is appropriate. (Philly Inquirer or Daily News?) <br />Media exposure does not necessarily mean it’s effective.<br /><ul><li>Media effectiveness can be age-specific.
  9. 9. Different media can dictate a different approach for the same message. (Example: magazine versus billboard.) </li></li></ul><li>Persistent Patience Pays<br />Rule #2: Marketing is a marathon, not a sprint.<br />
  10. 10. Copyright 2005 Giannini O&apos;Connor LLC<br />Rule #2 Rules of Thumb<br />Selective exposure makes people more sensitive to messages about things they need or want.<br />Micro-target & mix the media, you’ll look like you’re everywhere.<br /><ul><li>People don’t need the product just because you’re selling it.
  11. 11. It takes 7-10 exposures for the average person to truly absorb an advertising message.</li></li></ul><li>It’s the relationship…<br />Rule #3: People value a relationship, but do not want to be sold to. <br />
  12. 12. Copyright 2005 Giannini O&apos;Connor LLC<br />You should be…<br />A trusted advisor.<br />A resource for information.<br />A source of comfort and understanding.<br />
  13. 13. What about price?<br />Rule #4: Instead of price think total cost and total value.<br />
  14. 14. Copyright 2005 Giannini O&apos;Connor LLC<br />How it adds up.<br />Even when money is no object for the initial purchase, customers will become unhappy if there are hidden or recurringcosts that were not disclosed.<br />Ease of purchase and use are part of the cost.<br />Be aware of the inverted law of supply and demand.<br />Value starts with price but is earned with the intangibles.<br />Exclusivity<br />Status<br />Getting the best.<br />What money can’t buy.<br />Security.<br />
  15. 15. …the show that never ends.<br />Rule #5: Make it an experience, not just a product or service.<br />
  16. 16. Copyright 2005 Giannini O&apos;Connor LLC<br />Create an experience and customers will…<br />Will keep coming back.<br />Tell/bring their friends.<br />Be willing to pay a premium<br />Create a buzz.<br />
  17. 17. Keep going to the well.<br />Rule #6: The best source of new business is existing customers.<br />
  18. 18. Copyright 2005 Giannini O&apos;Connor LLC<br />Look in two directions<br />Anyone who has purchased from you more than once is willing to refer you.<br />People like to talk.<br />A referral is worth 1000 ads.<br />Maintain consumable sales.<br />Sell across product offerings. (Customers who bought X often buy Y.)<br />
  19. 19. Yes, you’re the expert.<br />Rule #7: Use your expertise to position yourself as the expert.<br />
  20. 20. Copyright 2005 Giannini O&apos;Connor LLC<br />Expert power<br />People like to be associated with a known expert.<br />If you teach them, they will buy. <br />Experts get articles published, get quoted in the newspaper, and getasked to speak at events...whichleads to awareness...which leads to sales.<br />
  21. 21. Talk the talk, walk the walk, and keep walking.<br />Rule #8: After the sale, the product and its image must continue to live up to expectations.<br />
  22. 22. Copyright 2005 Giannini O&apos;Connor LLC<br />Marketing Management Basics<br />
  23. 23. Copyright 2005 Giannini O&apos;Connor LLC<br />Start with the marketing plan<br />Goals<br />Budget<br />Vision<br />Positioning<br />Competitive Analysis<br />Customer Analysis<br />Cash-flow projections<br />
  24. 24. Copyright 2005 Giannini O&apos;Connor LLC<br />Budget<br />START with a budget, then do the rest of your plan.<br />A low budget is OK.<br />No business can succeed without a logical marketing budget.<br />
  25. 25. Copyright 2005 Giannini O&apos;Connor LLC<br />Vision<br />Without vision, <br /> nothing new ever happens.<br />If you don’t know where you’re going, you’ll never get there.<br />Vision helps you focus.<br />
  26. 26. Copyright 2005 Giannini O&apos;Connor LLC<br />Media Review<br />
  27. 27. Copyright 2005 Giannini O&apos;Connor LLC<br />Print Advertising<br />ROP (run of paper) display ads<br />Classified<br />Inserts/coupons<br />Special Sections<br />FSI (free-standing inserts)<br />Wrapper advertising<br />
  28. 28. Copyright 2005 Giannini O&apos;Connor LLC<br />Electronic Advertising<br />Radio (AM and/or FM)<br />Television<br />VHF/UHF: hundreds of channels<br />Cable channels: a whole new world!<br />
  29. 29. Copyright 2005 Giannini O&apos;Connor LLC<br />Website Marketing<br />Website (eCommerce)<br />Banner ads<br />Opt-In marketing<br />Co-op<br />Multi-media<br />
  30. 30. Copyright 2005 Giannini O&apos;Connor LLC<br />Outdoor Advertising<br />Billboards<br />Vinyl<br />Poster<br />Transit Advertising<br />Shelter Advertising<br />
  31. 31. Copyright 2005 Giannini O&apos;Connor LLC<br />Direct Response<br />Direct Mail<br />Co-op Advertising<br />Telemarketing<br />OPC (off-premise contact)<br />Referral programs/Giveaways<br />
  32. 32. Copyright 2005 Giannini O&apos;Connor LLC<br />Sales Promotion<br />Coupons<br />Discounts<br />In-store promotion<br /> (continuity programs)<br />
  33. 33. Copyright 2005 Giannini O&apos;Connor LLC<br />Event Marketing<br />Grand Openings<br />Sponsored Events (local race, etc.)<br />Trade Shows<br />Conferences<br />
  34. 34. Copyright 2005 Giannini O&apos;Connor LLC<br />Marketing Collateral<br />Brochures<br />Promotional Items<br />Sales Material<br />Product data<br />Manuals<br />‘Leave’ pieces<br />Always use<br /> ‘features and benefits’!<br />
  35. 35. Copyright 2005 Giannini O&apos;Connor LLC<br />Press Relations<br />Public Relations (press releases)<br />Marketing Public Relations (creation of story/event)<br />Expert Activity<br />
  36. 36. Copyright 2005 Giannini O&apos;Connor LLC<br />Sales & Distribution<br />Direct Sales<br />Rep./Distributor Sales<br />Location Sales<br />Telesales<br />Catalog Sales<br />Internet (online) Sales<br />
  37. 37. Copyright 2005 Giannini O&apos;Connor LLC<br />Sales Distribution<br />Is there opportunity?<br />Can I compete?<br />Can I win?<br />Is it worth it?<br />Courtesy Dave Cincera of Millrace Resources<br />
  38. 38. Copyright 2005 Giannini O&apos;Connor LLC<br />Q&A<br />
  39. 39. Copyright 2005 Giannini O&apos;Connor LLC<br />

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