1. “At the heart of
your business is
marketing.
At the heart of
marketing is
strategy”

2. “Marketing when done well is (a) the strategy of the
business – its value proposition, go to market strategy,
and brand positioning and image to the world.
Marketing when not done well is (b) an endless checklist
of advertising and promotional to-dos that can never be
completed.
Marketing in the twenty-first century must be (c) largely,
but not entirely, measurable and accountable around
driving business goals.
Marketing when done brilliantly is driven by (a) includes
a small, disciplined subset of (b), and is steeped in a
culture of (c)”
Matt Blumberg – Chairman and Chief Executive Officer, Return Path

3. Saves money 
Forces informed
decisions
Framework to evaluate
opportunities
Provides peace of mind 
Keeps you focused 
Minimises guess work
Pro-active decisions and
analysis
Foundation for your
Marketing Plan

5. “A system based on tactics without
strategy leads to shooting in the dark—you
might get something done, but it doesn’t
become sustainable or provide you with a path
to continue on.
A system based on strategy without tactics means
the strategy has no means of being carried out.
The principle is that tactics are defined by the
strategy, and that neither can exist effectively
without the other” Joel Falconer, Productivity

6. Overview of strategy
(handout)

7. Target market
Sell broadly – Market narrowly

8. Waste

9. Demographics
(Hard Data)
Age, Gender, Education,
Income, Household
Income, Location,
Employed, Marital
Status, Ethnicity

10. Psychographics
(soft data)
Behaviour, lifestyle,
attitudes, values,
beliefs

11. Psychographics
(handout)

12. Where to find the info?
• Google Analytics – Audience Report
• Roy Morgan Helix Personas
• Australian Bureau of Stats
• Vivid Presentation: Who do we think we are
• Conduct your own survey
• Track data or info in your business
• Hire a market researcher

16. Customer persona
(worksheet)

17. Segmentation
• Locality
• Demographics
• Psychographics
• Lifestage (as per Value Segments)
• Behaviour
Why? Campaigns targeting individual segments

18. Now...
let’s talk
about you

19. "In the factory we make cosmetics; in the
drugstore we sell hope."

20. What does it mean

25. Benefits Vs Features
What’s in it for me?

26. “People don’t want to buy a
quarter-inch drill. They want a
quarter-inch hole!”
Theodore Levitt, Harvard
Sell with benefits,
support with features

27. Unfulfilled need

28. Do you know when you
need________________
____________________
____________________?
I do that!
The benefits of
your business?

29. COMPETITORS

30. Top of mind
Number 1
.....
for your
target market

31. Competitors
(worksheet)

33. So far....
• Importance of Strategy
• How to identify target market
• Where to research
• What is your business
• Who are your competitors

35. “Emotion, intuition, long term
memories and unconscious
motivations make up as much as
80 per cent of our decision-
making processes. That leaves
just 20 percent for logic to battle
over”

36. Your brand is a promise
of an experience

37. Conveyed through every touch point

38. • Colours
• Logo
• Typeface
• Language
• Design
• Signage
• Stationary
• Advertisements
• Packaging
• Brochures
• Website
• Newsletter
• Policies
• Decor
• Staff
• Uniforms
• Pricing

46. PERCEPTION IS
MORE IMPORTANT
THAN REALITY

49. Own The Word (Phrase)

50. Retailmania.blog.com
Brand archetypes

51. www.marketingonline.nl

52. Brand Personas
(worksheet)

54. Before setting goals!
– Your business position
• Existing or new products/service
• Existing or new target markets
– Market share & potential
• Market share – high or low
• Market growth – high or low
(handout)

55. Strategy Summary
(handout)

56. STRATEGY
To (goal)
Of your business (XYZ Pty Ltd)
As (position)
In the mind of (target market)
By communicating (key messages – that highlight benefits)
In the style of (Brand persona)
Via (channels)
To achieve (contacts) (leads) (sales)
Of (quantity)
Within a budget of $X
Ensuring a positive/break even return on investment

57. Budget
5% to 10% of gross revenue for
existing businesses
Up to 20% for launches

58. Know your numbers Total revenue per sale
Profit per sale
= Cost of acquisition
30% profit margin
How many sales to get to $ goal
How many leads to get to sale
How many enquiries to get to
leads
How much does your marketing
plan cost?

59. Contacts Engaged Prospect Lead Opportunity Customer
Marketing
Awareness  Interest  Desire  Action
Sales
inactive
disqualified
deferred
satisfaction

60. Channels | Tactics

61. Awareness – TV, billboards,
Interest – Newspapers, magazines
Desire – Social media, web
Action – Direct marketing, radio
Share – Social media, apps

62. Your ultimate aim:
Use the right marketing tools
that will lead to engaged attention
that leads to action

64. FOLLOW UP
Strategy template
Slides from this presentation
Budget template
Plan template
Help, advice, suggestions, via email for the next 4 weeks