Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Are You InvolvedIn Your Marketing Strategy?       George Foster, CEO
Old School
Differentiating Marketing Strategy and Marketing Communications• Marketing strategy drives marketing  communications• Make...
How Do You Explain       Marketing to a 6-Year-Old…       Or a Bunch of Marketers?• Asked of Jon Miller, President, Market...
Other Blog Posts• “Is it convincing people to buy … or …  convincing people to want?”• “My 11-year-old daughter explained ...
Riley on Marketing
The Lemonade Stand• Ask 6-year-old, how would you get as many  people to drink lemonade as possible?• A bigger sign? No, l...
What Marketing IS• American Marketing Association (AMA)  – Marketing is the activity, set of institutions and processes   ...
What Marketing ISN’T• First, it’s not marketing communications.• Second, it’s not sales.• Third, it’s a unique discipline.
The 4 “Ps”• Product (or Service)• Price• Place (Distribution Channel)• Promotion
The Fifth or Sixth “P”• People• Participation (social media)
Why You Should Get Involved         In the “P” Process• You are in on the ground floor of new  product/service development...
So, Why Is Understanding Marketing   Strategy Important for MarCom?• Product  – Know your product or service inside and ou...
So, Why Is Understanding Marketing   Strategy Important for MarCom?• Price  – How competitively are you priced?  – Affects...
So, Why Is Understanding Marketing   Strategy Important for MarCom?• Place  – Geographical roll out  – How does it affect ...
Why Understanding Marketing Strategy Is Important for MarCom• Promotion  – Developing a creative brief  – More than just e...
Why Understanding Marketing Strategy Is Important for Your Career• Consultative role, not just a service provider• Better ...
How to Go From Provider         to Key “P” Person• Be interested … ask questions … wander  around the plant … read up (com...
Another Stand Story
Questions?
Marketing Strategy vs. Marketing Communications
Upcoming SlideShare
Loading in …5
×

Marketing Strategy vs. Marketing Communications

4,927 views

Published on

http://www.fostermarketing.com

Foster Marketing CEO George Foster presented at this year’s Marketing in the Oilfield Conference in Houston. This presentation covers differentiating marketing strategy and marketing communications. A video of this presentation is also available on our YouTube channel at http://www.youtube.com/Fostermarketing

Published in: Business
  • Be the first to comment

Marketing Strategy vs. Marketing Communications

  1. 1. Are You InvolvedIn Your Marketing Strategy? George Foster, CEO
  2. 2. Old School
  3. 3. Differentiating Marketing Strategy and Marketing Communications• Marketing strategy drives marketing communications• Makes your marketing communications better• Go from service provider to strategic consultant
  4. 4. How Do You Explain Marketing to a 6-Year-Old… Or a Bunch of Marketers?• Asked of Jon Miller, President, Marketo• Answer: “What you do in business when you try to convince people to want and buy what you have to sell.”
  5. 5. Other Blog Posts• “Is it convincing people to buy … or … convincing people to want?”• “My 11-year-old daughter explained that marketing was what happened when people were convinced to buy something that they really didn’t need.”
  6. 6. Riley on Marketing
  7. 7. The Lemonade Stand• Ask 6-year-old, how would you get as many people to drink lemonade as possible?• A bigger sign? No, lowering the price.
  8. 8. What Marketing IS• American Marketing Association (AMA) – Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Whew!• Merriam Webster – The commercial processes involved in promoting and selling and distributing a product or service.
  9. 9. What Marketing ISN’T• First, it’s not marketing communications.• Second, it’s not sales.• Third, it’s a unique discipline.
  10. 10. The 4 “Ps”• Product (or Service)• Price• Place (Distribution Channel)• Promotion
  11. 11. The Fifth or Sixth “P”• People• Participation (social media)
  12. 12. Why You Should Get Involved In the “P” Process• You are in on the ground floor of new product/service development.• You help shape the strategy on the “Ps”.• It makes your marketing communications better.• It empowers you within the organization.
  13. 13. So, Why Is Understanding Marketing Strategy Important for MarCom?• Product – Know your product or service inside and out. – What are its unique features, advantages and benefits? – How does it compare to the competition? – Connecting with and debriefing sales rep.
  14. 14. So, Why Is Understanding Marketing Strategy Important for MarCom?• Price – How competitively are you priced? – Affects how you market, ultimately selling value
  15. 15. So, Why Is Understanding Marketing Strategy Important for MarCom?• Place – Geographical roll out – How does it affect the promotion – media buy, trade show selection, for example?
  16. 16. Why Understanding Marketing Strategy Is Important for MarCom• Promotion – Developing a creative brief – More than just execution, real “strategery” – Better marketing communications – ads, collateral, event marketing
  17. 17. Why Understanding Marketing Strategy Is Important for Your Career• Consultative role, not just a service provider• Better understanding of product or service offerings• Ultimately, allows MarCom professional to develop better marketing communications.
  18. 18. How to Go From Provider to Key “P” Person• Be interested … ask questions … wander around the plant … read up (competitive literature, annual reports, go online).• Make business development and sales people your best buddies … then debrief them.• Get buy-in from management for your role.
  19. 19. Another Stand Story
  20. 20. Questions?

×