Chase 2012 sellcomms presentation

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  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Picture of a marketing strategy saving you from drowning (life raft etc) Can we have new technology (social Media, Mobile and the bosses drowning you
  • Chase 2012 sellcomms presentation

    1. 1. Dont Sink – Swim! Make Your Marketing Matter in an Uncertain World Spencer Cohen Sellcomms
    2. 2. Don’t Sink - SwimContent• Budgets – increasing or decreasing?• Your Brand• Business Intelligence - Does it work• The audience•Marketing 2012• The strategy• Cost cutting Don’t Sink – Swim by Spencer Cohen
    3. 3. Don’t Sink - SwimBudgets• With the downturn in the economy which departments budget is cut first ?• Which campaign or supplier should you drop?• Do I need to reduce my head count?• How much does it cost to generate £1, £100 or even £1,000.•do not drop your marketing spend – retain or increase in increments – once you fall off the radar it will require triple investment levels to climb back up Don’t Sink – Swim by Spencer Cohen
    4. 4. Don’t Sink – Swim by Spencer Cohen
    5. 5. Don’t Sink – Swim by Spencer Cohen
    6. 6. Don’t Sink – Swim by Spencer Cohen
    7. 7. Don’t Sink – Swim by Spencer Cohen
    8. 8. Don’t Sink - SwimBrand - assumptions• Here’s an assumption for you; the logo is the brand• The logo is simply a mark• Not until it consistently signals the kind of opportunities to build relationships with its audience, can it even begin to become a brand• But yours is not the only brand looking for recognition – its noisy out there; How do you get yourself heard Don’t Sink – Swim by Spencer Cohen
    9. 9. Don’t Sink - SwimYour Brand – More than just a logo• Consistency builds trust• Trust builds recognition• Recognition builds awareness• Brands build businesses/organisationsWe need to consistently “tell our story” in a way thatis engaging, memorable and relevant Don’t Sink – Swim by Spencer Cohen
    10. 10. Don’t Sink - SwimYour Brand• Think of a soft drink• And whilst we are not all “cokes of this world”, we can be recognised for what we offer within our own market place, do not underestimate the power of consistency Don’t Sink – Swim by Spencer Cohen
    11. 11. Don’t Sink - Swim Don’t Sink – Swim by Spencer Cohen
    12. 12. Don’t Sink - SwimDeliver on your brand promises•John Lewis – great customer service and “Never knowingly undersold”• Natwest – Helpful Banking• Land Rover – Go Beyond• Avis – We try harder Don’t Sink – Swim by Spencer Cohen
    13. 13. Don’t Sink - SwimDeliver on your brand promisesBuild out a relevant brand offering that appeals to yourcustomers– stress test various propositions to see whichappealsBrand Personality – always create a human appeal to thebrand – people buy people not companies Don’t Sink – Swim by Spencer Cohen
    14. 14. Don’t Sink - SwimBusiness Intelligence• How much does it cost to generate £1, £100 or even £1,000.• Research / Analytics and Insight– always carry out focus groups, research groups, surveys so you know what your customers want/need• Develop products that your customers want and not what the product team / Board / Trustees want to release Don’t Sink – Swim by Spencer Cohen
    15. 15. Don’t Sink - SwimBusiness Net Promoter Score How willing are you to recommend?Intelligence –Net PromoterScore Don’t Sink – Swim by Spencer Cohen
    16. 16. Don’t Sink - SwimThe Audience•Deliver targeted information to your consumer•Never mass market•Your consumers always have different wants and needs along their journey with you•One message NEVER fits all!•Segment your audience and the message you give them Don’t Sink – Swim by Spencer Cohen
    17. 17. Don’t Sink - SwimMarketing 2012• Web• Web routine• Social Media Business, Consumer• Mobile Don’t Sink – Swim by Spencer Cohen
    18. 18. Don’t Sink - SwimThe Strategy• Define your overall objectives• Perform a market analysis The key elements of an• Develop a SWOT analysis integrated marketing strategy•Define your target audience are monitoring and adapting• Examine your resources your strategy• Draw up an action plan and budget Don’t Sink – Swim by Spencer Cohen
    19. 19. Don’t Sink - SwimCost cuttings• Review existing suppliers• Review existing contracts• Draw down on your network Don’t Sink – Swim by Spencer Cohen
    20. 20. Thank you for listening Your Logo For more information, contact us at: telephone no. 0208 279 7687 email address . spencer@sellcomms.com website address. www.sellcomms.com Conference House Ltd.Suite AL18A, BPSIC, Bletchley Park, Milton Keynes MK3 6EB

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