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Marketing 101 Back to Basics


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Marketing means so much more than advertising or a logo, and this presentation is really just the tip of the iceberg but covers those areas most commonly forgotten or disregarded by small businesses. Often we charge forward without really thinking or reviewing our activity, so I would like to take you 'back to basics'...

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Marketing 101 Back to Basics

  1. 1. Marketing 101… back to basics! Alison Page MARKETING CONSULTANT
  2. 2. Effective marketing <ul><li>Research your market </li></ul><ul><li>Consider your inbound and outbound communications </li></ul><ul><li>Present a professional image </li></ul><ul><li>Measure and monitor your marketing activity </li></ul><ul><li>What to do next </li></ul><ul><li>Questions and answers </li></ul>
  3. 3. Research your market <ul><li>Is there a demand for your product or service? </li></ul><ul><li>Is it a repeat purchase? </li></ul><ul><li>Is it already being supplied? </li></ul><ul><li>Can you compete? </li></ul><ul><li>Who is your target market? </li></ul><ul><li>What are their habits? </li></ul><ul><li>Where do they live? </li></ul><ul><li>Where can you find them? </li></ul><ul><li>How do they research and buy? </li></ul><ul><li>How will you communicate with them over time? </li></ul>
  4. 4. Communications <ul><li>Source of enquiries will determine your focus and priorities </li></ul><ul><li>What is your favourite brand eg, John Lewis, Waitrose, Boden </li></ul><ul><li>Be consistent </li></ul><ul><li>Speak clearly </li></ul><ul><li>Features v benefits </li></ul><ul><li>Adopt a ‘cradle to grave’ mentality </li></ul>
  5. 5. Professional image <ul><li>Are you presenting a professional image? </li></ul><ul><ul><li>Physically </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><li>Review your marketing activities for: </li></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Professionalism </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Call to action </li></ul></ul><ul><ul><li>Contact details </li></ul></ul><ul><li>Enhance your service </li></ul>
  6. 6. Measure & Monitor <ul><li>Identify: </li></ul><ul><ul><li>Be specific </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Review </li></ul></ul><ul><li>Target: </li></ul><ul><ul><li>Motivate </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Call to action </li></ul></ul><ul><li>Monitor: </li></ul><ul><ul><li>Telephone </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Call tracking </li></ul></ul><ul><ul><li>Comments </li></ul></ul>
  7. 7. Seek guidance! <ul><li>Expertise and Experience </li></ul><ul><li>Strategy and Planning </li></ul><ul><li>Knowledge and Skill </li></ul><ul><li>Objectivity and Best Practice </li></ul><ul><li>Time and Resource </li></ul><ul><li>Advice and Tips </li></ul><ul><li>Budget control and Cost Efficiency </li></ul>
  8. 8. 07963 002065