SDMN Customer Driven Marketing Plans & Strategies

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  • I saw Jeff present these slides and I liked his skill and well seasoned approach to strategic marketing. A great resource!
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SDMN Customer Driven Marketing Plans & Strategies

  1. 1. www.incisive-marketing.com © Incisive Marketing Limited 2010 Customer Driven Marketing Plans & Strategies “Strategic Marketing With Everyday Items” Jeff Bartlett
  2. 2. www.incisive-marketing.com © Incisive Marketing Limited 2010  Marketing is (at least in principle) very simple..... “Identifying & Satisfying Customer Needs Profitably”  Marketing plans needs to focus on the Customer – What does our potential customer look like? – What product (service) do they need or desire? – How much will they be willing to pay? – How will we communicate with them to generate opportunities? – How will we manage & measure the sales journey to derive profit? Introduction
  3. 3. www.incisive-marketing.com © Incisive Marketing Limited 2010 Cakes....Widgets....Wallets....Jigsaws....Funnels
  4. 4. www.incisive-marketing.com © Incisive Marketing Limited 2010 Cakes: Are for Market Segmentation Identifying Your Slice of the Cake  B2Consumer: Demographics – Sex, Age, Social Grade (ABC1C2DE), Location, Marital Status – Baby Boomers, Generation X, Generation Z, Silver Surfers  B2Business: Firmographics – Revenues, Employees, Location, Industry (SIC)  Be realistic about your REACHABLE Market – Satisfy the needs of your slice of the market
  5. 5. www.incisive-marketing.com © Incisive Marketing Limited 2010 Widgets: Are for defining the Product Delivering the “Must Haves” & Creating Desire  Functionality, Features...  Size, Colour...  Quality, Warranties...  Packaging, Brand Identity...  Service, Delivery...  “Bit of Magic”
  6. 6. www.incisive-marketing.com © Incisive Marketing Limited 2010 Wallets: Are for the Price the Customer will Pay Use the Pricing Pyramid for “Right Pricing” Luxury Niche Mid-Market Mass-Market
  7. 7. www.incisive-marketing.com © Incisive Marketing Limited 2010 Cakes....Widgets....Wallets....Jigsaws....Funnels
  8. 8. www.incisive-marketing.com © Incisive Marketing Limited 2010 Jigsaws: Are for Deciding how to Communicate Clear Message, Right Audience, Engaging Communications – Less is More in Marketing Communications
  9. 9. www.incisive-marketing.com © Incisive Marketing Limited 2010 “Traditional” Marketing Jigsaw Sponsorship Events & Exhibitions Market Research Advertising Point of Sale Hospitality Telemarketing PR & Media Relations Direct Marketing Literature Promotional Gifts Web & New Media
  10. 10. www.incisive-marketing.com © Incisive Marketing Limited 2010 “Digital” Marketing Jigsaw WEBSITE Business Social Media (LinkedIn) Customer Insight (Market Research) Pay Per Click Advertising Viral (YouTube) Consumer Social Media (Facebook) Search Engine Optimisation On-line Public Relations Email Marketing Broadcast Social Media (Twitter) On-line Directories Banner Advertising
  11. 11. www.incisive-marketing.com © Incisive Marketing Limited 2010 Funnels: Are for Forecasting, Planning & Measuring
  12. 12. www.incisive-marketing.com © Incisive Marketing Limited 2010 Funnels: B2B Sales Funnel (Forecasting)
  13. 13. www.incisive-marketing.com © Incisive Marketing Limited 2010 Funnels: B2B Traditional Marketing (Planning)
  14. 14. www.incisive-marketing.com © Incisive Marketing Limited 2010 Funnels: B2B Digital Marketing (Planning)
  15. 15. www.incisive-marketing.com © Incisive Marketing Limited 2010 Funnels: B2B Website Activity (Measuring)
  16. 16. www.incisive-marketing.com © Incisive Marketing Limited 2010 Cakes....Widgets....Wallets....Jigsaws....Funnels
  17. 17. www.incisive-marketing.com © Incisive Marketing Limited 2010 The Product Offering of Choice in Your Target Market  Characteristics of Brand Power – Reputation – Loyalty – Referals – Evangelism  Results of Brand Power – Gross & Net Profits above the Industry norm – Continuous Revenue Growth – Growing Market Share Delighted Customers: Create BRAND Power

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