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Marketing Presentation (12.01.10)


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The presentation was given at the Networking Direct event on 12th Jan 2010 at Carrwood Park. All the contents were created by Laura Kirwan, Circle Marketing.

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Marketing Presentation (12.01.10)

  1. 1. Marketing: build your brand, drive revenue & create a return<br />Laura Kirwan, Owner of Circle Marketing & Outsourced Marketing Director<br />12 January 2009<br />
  2. 2. Let’s talk about you....<br /><br />This session is for you<br />Interrupt whenever you fancy<br />Ask me something specific to your business at anytime <br />I am available at the end of the session for a one-to-one or feel free to contact me after the session if you need some advice<br />
  3. 3. Let’s talk about me.....<br /><br />12 years in marketing<br />Marketing Director for an award-winning SME<br />Experience is mainly B2B & B2E (with a bit of B2C) <br />Chartered Marketer, Post Grad Diploma (CIM) & Business Degree <br />Launched Circle Marketing in 2009<br />SME Ambassador for the CIM <br />
  4. 4. What is marketing?<br /><br />It is simply a level of understanding about your business, the market and your customers in order to:<br />make more money, attract more customers, convert more leads, operate in more markets and retain more customers.<br /> In other words its about profit, retention & growth<br />
  5. 5. How do I help businesses?<br />Results<br /><br />
  6. 6. Plan, plan, plan & plan some more<br /><br />Situation analysis - do you really know your business?<br />Your competitive landscape<br />Understanding your customer base & your position in the market<br />Market conditions now and in the future – internal & external <br />Objective setting – short, medium & long term<br />The marketing strategy <br />Product <br />Price<br />Place<br />Promotion<br />People<br />Process<br />Physical evidence<br />The marketing tactics & plan <br />Budgets, pipeline, analysis & contingency planning <br />
  7. 7. Ansoff matrix<br />Current Products<br />New Products<br />Existing Markets<br />New Markets<br /><br />
  8. 8. What is a brand?<br /><br />
  9. 9. Positioning: the perceptual map<br />High<br />£ <br />High<br />Low<br />Quality<br /><br />
  10. 10. Integrated marketing communications<br />
  11. 11. Remember AIDA<br /><br />
  12. 12. Return on Investment<br /><br />Measure return on investment (sale-cost)/cost *include your time.<br />Savings <br />Achieving objectives set <br />Profit & revenue<br />Growth<br />Brand awareness<br />Leads generated<br />Conversion tracking <br />If your marketing does not equate to real tangible value you need a new strategy<br />
  13. 13. Good tools for SME’s<br />Google adwords, analytics & Google alerts<br /> – get a word cloud of your website does it reflect your brand values<br />Tweet Deck – Social networking pages in one place<br />Bit/ly – tracks your links as well as shortens them<br />Outlook toolbar in Linked In <br /><br />
  14. 14. Thanks for listening<br /><br />Questions now or later?<br />Do you want a free Marketing Health Check?<br />Just send me an email or go to my website email:<br /><br />