Marketing for Growth workshop

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Resources from Business Victoria's workshop on marketing your business more effectively.

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Marketing for Growth workshop

  1. 1. UNCLASSIFIED UNCLASSIFIED
  2. 2. UNCLASSIFIED UNCLASSIFIED Workshop Structure • 3.5 hrs • Introductions • Breaks & Housekeeping • Networking • Workbook  Section 1 : Workshop and Exercises  Section 2 : Extended Learning  Section 3 : Useful Information
  3. 3. UNCLASSIFIED UNCLASSIFIED What you will learn • Setting Goals • Customer Research • Market Research • Marketing Mix • Customer Service • Branding • Measurement • Marketing Action Plan
  4. 4. UNCLASSIFIED UNCLASSIFIED SMART Business Goals • Increase sales by 15% by financial year end • Find skilled staff to fill the current vacancies by financial year end • Reduce overheads by 8% by financial year end • Increase profitability by 15% by year end  Activity: Define your business goals
  5. 5. UNCLASSIFIED UNCLASSIFIED SMART Marketing Goals • Increase search engine rankings to generate website traffic • Attend two networking events each month • Set up a customer referral program • Presenting a product/service in a new/novel way.  Activity: Define your marketing goals
  6. 6. UNCLASSIFIED UNCLASSIFIED Customer Research • Customer Segmentation •  Activity: Identify Your Customers • Customer Personalities •  Activity: What would be important to a squirrel • Customer Profiling •  Activity: A Grade Traits • What are your customers doing online •  Activity: A Grade Customer keywords • Focus Customers •  Activity: Which customers should you focus on?
  7. 7. UNCLASSIFIED UNCLASSIFIED Market Research The process of gathering and analysing information to help identify and define marketing opportunities and problems, as well as generate sales Pamela Wakefield-Semmens
  8. 8. UNCLASSIFIED UNCLASSIFIED Market Research • What to research • Research Methods • Six Step Approach to Market Research Define the problem Making an Initial Investigation Planning the Research Gather Information Interpreting the Data Reaching a Conclusion  Activity: What information do you need to help grow your business?
  9. 9. UNCLASSIFIED UNCLASSIFIED Matching Your Offering • Product • Price • Place • Process • People • Presentation • Promotion  Activity: 7P Marketing Mix
  10. 10. UNCLASSIFIED UNCLASSIFIED Brand A brand is more than just a logo, advertising slogan, product or service. It encompasses how you manage your customer relationships and how you are perceived as a business  Activity: Key brand features  Activity: Quick Brand Check
  11. 11. UNCLASSIFIED UNCLASSIFIED Customer Service Quality • Reliability • Tangibles • Responsiveness • Assurance • Empathy
  12. 12. UNCLASSIFIED UNCLASSIFIED Monitoring • Offline Monitoring Ask your customers • Online Monitoring Statistics eg. Google Analytics eMail Marketing Statistics Discount codes
  13. 13. UNCLASSIFIED UNCLASSIFIED Evaluation • Marketing Activities ROI NB: Return on Investment Template • Other forms of Evaluation Financial Performance Measures Sales Performance Measures Specific Marketing Performance Measures Business Performance Measures Marketing Budget   Activity: Marketing Evaluation
  14. 14. UNCLASSIFIED UNCLASSIFIED Budget • How much should I spend on marketing • Calculating your marketing spend • Can then measure ROI  NB: Chapter 9. Return on Investment Template  NB: Chapter 10. Marketing Activities ROI Table
  15. 15. UNCLASSIFIED UNCLASSIFIED Marketing Action Plan • Keep marketing activities on track • Manage team • Measure ROI • Marketing Action Plan Template  Example of marketing action plan
  16. 16. UNCLASSIFIED UNCLASSIFIED Planning after the Workshop Would you like to formalise your marketing and business plan to document your ideas and strategies more completely? SECTION 3 : Useful Information Business and Marketing Plan Template
  17. 17. UNCLASSIFIED UNCLASSIFIED What you have learnt • Setting Goals • Customer Research • Market Research • Marketing Mix • Customer Service • Branding • Measurement • Marketing Action Plan
  18. 18. UNCLASSIFIED UNCLASSIFIED Small Business Mentoring Service • Business mentors help you to identify a clear direction for you and your business. • Business mentors can also advise you on how to:  conduct market research  price and/or cost your products or services  develop an effective marketing strategy  use other business management tools To arrange a session with a business mentor go to: www.sbms.org.au
  19. 19. UNCLASSIFIED UNCLASSIFIED Questions Thank you for attending Check out business.vic.gov.au/events for more workshop information

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