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Just enterprise marketing training v2
1. Just Enterprise
Business support and development services to
enterprising third sector organisations across Scotland
2. Target Groups
• Enterprising Third Sector Organisations
• Start-up Social Enterprises
• Established Social Enterprises
• Equalities Groups
• Social Entrepreneurs
• Leaders, Managers and Staff
Just Enterprise
3. 1-1 Business Support
• Enterprising Third Sector Organisations on
training programmes may be eligible for 1-1
Business support
• Small scale, targeted consultancy assignments
• In-depth, strategic consultancy assignments
Just Enterprise
4. Business Support can include
• Business Planning
• Feasibility Study
• Legal Structure
• Marketing Plan
• Operational Review
• Costings for procurement/tendering
Just Enterprise
7. About today
• By the end of the session you will
– Understand the role of strategic marketing
– Understand the different elements of marketing:
people, product, price, place, promotion
– Build key communication messages
Just Enterprise
9. Marketing is not…
• Just about getting people to buy what you’ve got
• It does not involve …
– Making anything up
– Conning anyone
– Over-promising
• “If you talked to people like advertising talked to
people, they’d punch you in the face”
Just Enterprise
11. Marketing is …
• Making people happy, profitably.
• HOW?
• By understanding what people need and want
• Designing and delivering products and services
that offer superior value
• Communicating this value effectively
– In words and action
Just Enterprise
12. Why is it important?
• Competitive pressures have never been higher
• Independent income has never been so
important
• Budgets are tight
• Must do more with less
• Strategic Marketing can meet these challenges
Just Enterprise
13. What business are you in?
Just Enterprise Hedgehog Concept, Jim Collins
14. Start with the customer
• “The purpose of a business is to create and
keep a customer”
– Theodore Leavitt, marketing guru
Just Enterprise
15. Marketing
and Brand
Strategy
Just Enterprise 5 P’s, Jerome McCarthy
16. People
• Who are your customers?
– Current customers
– Target prospects
– Demographics
– Market size
• Where is their pain? When to they need to act?
• Who is the decision maker?
• Who are the key influencers?
• What are their buying behaviours?
Just Enterprise
18. Product/service
• Product Benefits
• Distinctive features
• Competitive differentiation
– Unique
– Meaningful
– Sustainable
• Product requirements
• Production cost
Just Enterprise
19. Features and benefits
Feature Benefit
12.1 megapixels Really sharp pictures
51-point AF system Pictures that are always in focus
9 frames-per-second shooting speed Great for sports / action photography
Magnesium alloy body construction Doesn’t break when you drop it
ISO range from 200 to 6400 Good in low light conditions
2 liveview modes Huh?
Just Enterprise
21. Place
• Volume
• Price point
• Completeness of solution
• Complexity of sale
• Channel choices
– Direct response
– Inside telesales
– Outside sales
– Channel partners
Just Enterprise
22. Promotion
AUDIENCE HOPES/ MESSAGE FOCUS KEY MESSAGES
CONCERNS
Young Restricted Reduce the cost of • Save and average of 20% by
mums Budget food shopping by cooking meals from scratch
cooking from • Feed the whole family from £x
scratch per head
Confidence Learn the basics • Tips and techniques that will
to cook with other beginners build your confidence to get
creative
Speed Good food without • Speedy meal recipes.
fuss
Satisfying Create numerous • Learn creative twists to classic
different meals from the recipes to satisfy the fussiest
tastes same ingredients eater
Just Enterprise
23. Promotion
• Reach
• Active vs. Passive
• Objective
– Build rapport
– Generate leads
– Close sales
• Choose tools
– Web site /SEO/PPC; email; Banners; Webinars;
Blog’s/RSS; Affiliates; Articles
Just Enterprise
24. Advertising Sales
Outdoor Promotion
Print Discounts
Radio Displays
TV Coupons
Internet
Mobile
Personal Selling
Presentation
Trade shows
Samples
Public Direct
Relations Marketing
Press Releases Digital Media
Speeches Internet
Sponsorship E-mailing
Annual reports Mailing
Just Enterprise
27. Price
• Cost of Goods
• Value
– ROI (value produced – cost)/cost
• reduce expenses, grow revenue, save time
– Personal Utility
– Intangibles
• Competition
– Comparative value
– Discounting
– Response
Just Enterprise
29. Useful resources
• People
– http://www.startupdonut.co.uk/startup/sales-and-marketing
• Product
– Business Link, grow your business resources
• Price
– http://www.learnmarketing.net/price.htm
Just Enterprise
30. Just Enterprise
Business support and development services to
enterprising third sector organisations across Scotland
Editor's Notes
Marketing often gets a bad name. However, by participating in today’s workshop you already recognise that it is important to the success of your social enterprise.
L’Oreal: Lancome advert featuring Julia Roberts and Maybelline advert featuring Christy Turlington were both banned for excessive use of photoshop which produced unrealistic results of the make-up promoted. Ryanair: Advert banned because the "sunny" destinations wouldn't get much warmer than 6-9ºC so it was deemed to be misleading. Ryanair is now famous for misleading ads with the Advertising Standards Agency reprimanding them 23 times in five years. RBS: Two television advertisements for the RBS group, claiming it would never close a branch if it was the “last one in town”, have been banned, after the adverts were shown the same month it closed down the last bank in a West Yorkshire town. AND IT COSTS BUSINESS… Reebok Easytone: TV commercials for Reebok's EasyTone sneakers, which ran from 2009 to early 2010, claim the shoe's design helps tone the body. Ads featured women prancing around doing everyday tasks while wearing their EasyTone shoes. Ads claimed the sneakers produces 28% more muscle tone in the glutes and 11% more muscle tone in the calf and hamstrings than a regular sneaker. Reebok recently agreed to pay $25 million in customer refunds to settle charges of false advertising brought by the Federal Trade Commission
One for each decision maker and influencer Only convey the most important – no more than 3/4
One for each decision maker and influencer Only convey the most important – no more than 3/4
