AUSTRALIA BUSINESS ARTS FOUNDATION  <ul><li>Developing a Marketing Strategy Presentation by  </li></ul><ul><li>Fleur Allen...
WHAT IS MARKETING? <ul><ul><ul><ul><ul><li>Case Study: Your own past sales experiences </li></ul></ul></ul></ul></ul>
DEFINITIONS OF MARKETING <ul><li>Marketing is:  the analysis, planning, implementation, and control of programs designed t...
“ THE RIGHT PRODUCT, IN THE RIGHT PLACE, AT THE RIGHT TIME, AT THE RIGHT PRICE” ADCOCK. <ul><li>McCarthy, created the conc...
<ul><li>Optimisation:  Getting the maximum return for the longest duration of time, for the least amount of expense – on e...
SO WHAT DOES MARKETING IT INCLUDE?
HOW TO DEVELOP A MARKETING STRATEGY <ul><li>Analysis, Planning, Implementation </li></ul><ul><li>Setting marketing goals <...
SET MARKETING GOALS <ul><li>Do you want more clients? </li></ul><ul><li>Do you want clients to spend more? </li></ul><ul><...
Female 40s Professional Business Owner  Health industry Western Suburbs Health industry Western Suburbs
Female 30s Professional Business Owner  Health industry Northern Suburbs Health industry Northern Suburbs
Female 50s Professional  Education industry  East Suburbs East Suburbs
Female 30s Professional  Mining industry  CBD CBD
Female 40s Professional  Business owner Health industry Western Suburbs Health industry Western Suburbs
Female 40s Professional  Business owner Finance industry Southern Suburbs Finance industry Southern Suburbs
ANALYSE PAST SALES <ul><li>Define Ideal Client: </li></ul><ul><li>Interactive Arts Ideal Client is a professional women, b...
C YOUR TARGET MARKET <ul><li>Research: </li></ul><ul><li>Review past sales </li></ul><ul><li>Demographics of your ideal cl...
DEVELOP A PLAN TO SUCCEED <ul><li>Develop strategies to reach them </li></ul><ul><li>Communicate </li></ul><ul><li>Face to...
<ul><li>Enewsletters </li></ul><ul><li>Events </li></ul><ul><li>JointVentures </li></ul><ul><li>DLFlyers </li></ul><ul><li...
MEASURE IF THE MARKETING TOOLS ARE SUCCESSFUL
RESOURCES <ul><li>Business Networking </li></ul><ul><ul><li>Women in Business WA  www.womeninbusinesswa.com.au </li></ul><...
THANK YOU <ul><li>Australia Business Arts Foundation  Developing a Marketing Strategy  presentation by Fleur Allen 9 Febru...
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Australia Business Arts Foundation Developing A Marketing Strategy 090210

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  • Australia Business Arts Foundation Developing A Marketing Strategy 090210

    1. 1. AUSTRALIA BUSINESS ARTS FOUNDATION <ul><li>Developing a Marketing Strategy Presentation by </li></ul><ul><li>Fleur Allen </li></ul><ul><li>9 February 2010 </li></ul>
    2. 2. WHAT IS MARKETING? <ul><ul><ul><ul><ul><li>Case Study: Your own past sales experiences </li></ul></ul></ul></ul></ul>
    3. 3. DEFINITIONS OF MARKETING <ul><li>Marketing is: the analysis, planning, implementation, and control of programs designed to increase visitor awareness and use of collections, facilities, and services in a way that will mutually benefit both the organisation and the visitor. </li></ul><ul><li>Arts Marketing the pocket guide by Dr Sharron Dickman published 1997 Download available from The Australia Council </li></ul><ul><li>http://www.australiacouncil.gov.au/research/arts_participation/reports_and_publications/arts_marketing_a_pocket_guide </li></ul>
    4. 4. “ THE RIGHT PRODUCT, IN THE RIGHT PLACE, AT THE RIGHT TIME, AT THE RIGHT PRICE” ADCOCK. <ul><li>McCarthy, created the concept of Marketing Mix, by way of grouping four things essential to the task of Marketing: </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Placement </li></ul><ul><li>Promotion </li></ul><ul><li>The Adventures of Super Hector blog http://www.hectorpolo.com/what-is-marketing-to-you </li></ul>
    5. 5. <ul><li>Optimisation: Getting the maximum return for the longest duration of time, for the least amount of expense – on everything you’re doing now, have done in the past and will do in the future. Jay Abraham http://www.abraham.com </li></ul><ul><li>Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals (American Marketing Association) </li></ul><ul><li>In Summary, Marketing has at its core a desire to reach consumers and make them think, believe or do what you want. </li></ul>
    6. 6. SO WHAT DOES MARKETING IT INCLUDE?
    7. 7. HOW TO DEVELOP A MARKETING STRATEGY <ul><li>Analysis, Planning, Implementation </li></ul><ul><li>Setting marketing goals </li></ul><ul><li>Define your target market </li></ul><ul><li>Develop a plan to succeed </li></ul><ul><li>Identify the best tools to achieve your marketing goals and plan </li></ul><ul><li>Measure if the marketing tools are successful </li></ul>
    8. 8. SET MARKETING GOALS <ul><li>Do you want more clients? </li></ul><ul><li>Do you want clients to spend more? </li></ul><ul><li>Do you want repeat clients? </li></ul><ul><li>Choose just one to start with, you can always write another plan for the other two to implement at another time </li></ul>
    9. 9. Female 40s Professional Business Owner Health industry Western Suburbs Health industry Western Suburbs
    10. 10. Female 30s Professional Business Owner Health industry Northern Suburbs Health industry Northern Suburbs
    11. 11. Female 50s Professional Education industry East Suburbs East Suburbs
    12. 12. Female 30s Professional Mining industry CBD CBD
    13. 13. Female 40s Professional Business owner Health industry Western Suburbs Health industry Western Suburbs
    14. 14. Female 40s Professional Business owner Finance industry Southern Suburbs Finance industry Southern Suburbs
    15. 15. ANALYSE PAST SALES <ul><li>Define Ideal Client: </li></ul><ul><li>Interactive Arts Ideal Client is a professional women, business owner from the inner city suburbs. </li></ul>
    16. 16. C YOUR TARGET MARKET <ul><li>Research: </li></ul><ul><li>Review past sales </li></ul><ul><li>Demographics of your ideal clients </li></ul><ul><li>Who can refer these clients to you? </li></ul>
    17. 17. DEVELOP A PLAN TO SUCCEED <ul><li>Develop strategies to reach them </li></ul><ul><li>Communicate </li></ul><ul><li>Face to face contact </li></ul><ul><li>Regular newsletters </li></ul><ul><li>Website </li></ul><ul><li>Marketing materials </li></ul><ul><li>Direct mail campaigns </li></ul>
    18. 18. <ul><li>Enewsletters </li></ul><ul><li>Events </li></ul><ul><li>JointVentures </li></ul><ul><li>DLFlyers </li></ul><ul><li>Website or web presence </li></ul>* Newsletters * Exhibitions * Information * Graphic Design How to select the most appropriate and cost effective marketing tools to reach clients, buyers and patrons . Identify the best tools to achieve your marketing goals and plan
    19. 19. MEASURE IF THE MARKETING TOOLS ARE SUCCESSFUL
    20. 20. RESOURCES <ul><li>Business Networking </li></ul><ul><ul><li>Women in Business WA www.womeninbusinesswa.com.au </li></ul></ul><ul><ul><li>BNI www.bni.com.au </li></ul></ul><ul><ul><li>Local Chamber of Commerce </li></ul></ul><ul><ul><li>Enewsletter </li></ul></ul><ul><ul><li>Aweber www.aweber.com </li></ul></ul><ul><ul><li>Campaign Monitor www.campaignmonitor.com </li></ul></ul><ul><ul><li>Graphic Designers </li></ul></ul><ul><ul><li>Boab Creative www.boabcreative.com </li></ul></ul><ul><ul><li>Forge Creative forgecreative.com.au </li></ul></ul>
    21. 21. THANK YOU <ul><li>Australia Business Arts Foundation Developing a Marketing Strategy presentation by Fleur Allen 9 February 2010 </li></ul>Fleur Allen PO Box 9034 Nicholson Road SUBIACO 6008 Western Australia Tel/Fax: (08) 9380 6539

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