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What is Marketing?


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What is Marketing? The keys are Sharing, Communication and Relationship Building. Highlights include the "Holistic Marketing Strategy" and tactical tools.

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What is Marketing?

  1. 1. What is Marketing? <ul><li>Sharing </li></ul><ul><li>Communication </li></ul><ul><li>Relationships </li></ul>
  2. 2. Sharing The Holistic Marketing Strategy
  3. 3. The Holistic Marketing Strategy SM What makes you passionate? What are you really good at? Where will you gain profitability? Soul Heart Mind
  4. 4. Soul - Passion <ul><li>Is there a hobby you love? </li></ul><ul><li>Is there a dream you have always had? </li></ul><ul><li>What makes you smile? </li></ul><ul><li>What gives you a clear image? </li></ul>
  5. 5. Heart - Really Good At <ul><li>What are you better at than most people? </li></ul><ul><li>What do others say you are good at? </li></ul><ul><li>What do you know a lot about? </li></ul><ul><li>What classes, seminars, etc. have you taken? </li></ul>
  6. 6. Mind - Profitability <ul><li>Is it total sales vs. total costs? </li></ul><ul><li>Is it profit per customer visit? </li></ul><ul><li>Is it per employee? </li></ul><ul><li>Is it per product or brand? </li></ul><ul><li>Define what it is you are going to measure </li></ul>
  7. 7. Communication
  8. 8. <ul><li>We are in our own world, thinking about : </li></ul><ul><ul><li>what needs to be done </li></ul></ul><ul><ul><li>how to do it </li></ul></ul><ul><ul><li>when to do it </li></ul></ul><ul><ul><li>where to get it or go </li></ul></ul><ul><ul><li>why me </li></ul></ul><ul><ul><li>Jump the brick wall </li></ul></ul>
  9. 9. Who What <ul><li>Demographics </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Income </li></ul></ul><ul><li>Psychographics </li></ul><ul><ul><li>Status </li></ul></ul><ul><ul><li>Safety </li></ul></ul><ul><ul><li>Bling </li></ul></ul><ul><li>Values </li></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Environment </li></ul></ul><ul><ul><li>Social Justice </li></ul></ul><ul><li>Problems </li></ul><ul><ul><li>Lower back pain </li></ul></ul><ul><ul><li>Large debt </li></ul></ul><ul><ul><li>Tax assistance </li></ul></ul><ul><li>Needs </li></ul><ul><ul><li>Faster service </li></ul></ul><ul><ul><li>Highest quality </li></ul></ul><ul><ul><li>Lower prices </li></ul></ul><ul><li>Desires </li></ul><ul><ul><li>Run faster </li></ul></ul><ul><ul><li>Personalized service </li></ul></ul><ul><ul><li>Financial security </li></ul></ul>Your Marketing Communication
  10. 10. Unique Selling Proposition Statement of Benefit Customer Focus Statement Elevator Speech Tagline exact-precise-specific
  11. 11. <ul><li>Who & What </li></ul><ul><li>Talk to The Customer </li></ul><ul><li>“ you just, call - out my name ” </li></ul>
  12. 12. Relationships
  13. 13. Pump up the Volume <ul><li>Instead </li></ul><ul><ul><li>Be direct </li></ul></ul><ul><ul><li>Be gentle </li></ul></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><li>Build Relations </li></ul></ul>
  14. 14. <ul><li>FOCUS </li></ul><ul><li>on the customer </li></ul>
  15. 15. Building Relations <ul><li>Customer Service - Internal - Low Cost </li></ul><ul><li>Promotions - Creative - Low Cost </li></ul><ul><li>Communications - Frequent - Low to Mid Cost </li></ul><ul><li>Media Relations - Informative - Low to Mid Cost </li></ul><ul><li>Advertising - Clear Message - High Cost </li></ul>
  16. 16. Customer Service <ul><li>Pleasant </li></ul><ul><li>Set Goals </li></ul><ul><li>Training </li></ul><ul><li>Consistency </li></ul><ul><li>Informed </li></ul><ul><li>Motivated </li></ul><ul><li>Experience </li></ul>
  17. 17. Promotions - Examples <ul><li>Contests </li></ul><ul><li>Guests & Seminars </li></ul><ul><li>Sampling </li></ul><ul><li>Loyalty Programs </li></ul><ul><li>Special Events </li></ul><ul><li>Coupons </li></ul><ul><li>Workshops </li></ul><ul><li>Fundraisers </li></ul>Image: Cheryl A. Smith
  18. 18. Communications <ul><li>Web Sites </li></ul><ul><li>Newsletters </li></ul><ul><li>Flyers </li></ul><ul><li>Brochures </li></ul><ul><li>Direct Mail </li></ul><ul><li>Articles </li></ul><ul><li>Blog </li></ul><ul><li>Education </li></ul>
  19. 19. Media Relations <ul><li>Press Release </li></ul><ul><li>Special Events </li></ul><ul><li>What’s New </li></ul><ul><li>Articles </li></ul><ul><li>Education </li></ul><ul><li>Sponsor </li></ul>
  20. 20. <ul><li>Newspapers </li></ul><ul><li>Magazines </li></ul><ul><li>Television </li></ul><ul><li>Billboards </li></ul><ul><li>Radio </li></ul><ul><li>Yellow Pages </li></ul><ul><li>Audience </li></ul><ul><li>Frequency </li></ul><ul><li>Time of Day </li></ul><ul><li>Rates </li></ul><ul><li>Message </li></ul><ul><li>New Media </li></ul>Advertising
  21. 21. Summary <ul><li>What exactly you do </li></ul><ul><li>How you measure </li></ul><ul><li>Who needs what you have </li></ul><ul><li>Why they need it </li></ul><ul><li>Where/How you serve their need </li></ul><ul><li>Build relationships </li></ul>
  22. 22. For more information contact: Charlene Andersen Kamigo Marketing LLC Twitter - @kamigomarketing