Marketing Principles outlines key concepts including exchange/value, push/pull strategies, defining your business, growth strategies, SWOT analysis, branding, brand salience, and the disruptive force of social media. Specifically, it discusses how companies create value for customers to build relationships and capture value in return. It also notes that market segmentation divides customers into groups while target marketing focuses on specific customer segments. Finally, it emphasizes the importance of a company's brand story, problem it solves, and emotional context in achieving brand salience.

1. Marketing Principles
Ellen Treanor
Personal Branding Pros
Professional in Residence SUU
ellentreanor@gmail.com
818-731-4880
Personalbrandingpros.com

2. Overview
• Exchange/Value
• Push/Pull
• What business are you (really) in?
• Abraham’s 3 ways to grow

3. Overview
• SWOT
• Branding
• Brand salience
• Disruptive force of Social Media

4. Four P’s
•P
•P
•P
•P

5. Exchange/Value
Marketing is a process by which companies create value
for customers and build strong customer relationships to
capture value from customers in return

6. Exchange/Value
• Customer
– Needs
– Wants
– demands
• Offerings
• Value and satisfaction
• Exchanges and relationships

7. Exchange/Value
Market segmentation refers to dividing the
markets into segments of customers
Target marketing refers to which segments to
go after

9. Exchange/Value
• The value proposition is the set of
benefits or values a company promises to
deliver to customers to satisfy their needs

11. Push/Pull

12. Push/Pull Promotion

13. What Business
Are You In?

14. Business?
• What business are you REALLY in?
• What business do you need to be in
to remain relevant?

15. Business?
• http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
• What
• How
• Why
• I do __x__ for _y__ so they can _z__.

16. Business?
• Identify GAPS
– Where you are
– Where you need to be
Create compelling future, 30-300% growth plan
Add more VALUE

17. Growth

18. Jay Abrahams 3 ways to grow
• Increase the number of customers
(clients)
• Increase the average transaction value
• Increase the frequency of repurchase

19. SWOT

21. Branding

22. Branding

23. Branding

24. Branding

25. Brand Associations
• Thoughts +Thoughts +
• Feelings +Feelings +
• Perceptions +Perceptions +
• Images +Images +
• Experiences +Experiences +
• Beliefs +Beliefs +
• AttitudesAttitudes
• = BRAND Experience= BRAND Experience

26. Brand Elements
• NameName
• LogoLogo
• TaglineTagline
• ShapeShape
• GraphicGraphic
• ColorsColors
• SoundsSounds
• SmellsSmells
• TastesTastes
• MovementMovement

27. Brand Salience

28. Brand Salience
• When telling your brand story, use these guidelines:
1. How you define yourself
2. What problem do you help solve
3. Emotional context- tell a significant story
4. Leave no room for questions in the minds of
those in your audience

29. Brand Salience
Who is your target audience?
Who is already with you, who would you like to have,
and who do you think wants your service?
Who are your competitors What do they do better and
what do you do better?
What is your USP?

30. Disruptive force of
Social Media

31. Disruptive force of
Social Media

32. ?