Market thyself! Marketing fundamentals and the 30-second elevator pitch<br />MaryJane Mudd<br />Full Tilt Communications<b...
we will cover:<br />What’s marketing, anyway?<br />Fundamental questions<br />Eight marketing planning steps<br />Social m...
What’s marketing, anyway?<br />
What is marketing?<br />Marketing is the activity and processes for creating, communicating, delivering, and exchanging of...
Classic marketing: the 4 p’s<br />Price<br />Product<br />Placement<br />Promotion<br />
Strategic marketing vs. tactical<br />VS.<br />
Fundamental questions<br />
Fundamental questions<br />What are my primary services or products?<br />Who is my target audience?<br />What’s the pain ...
Eight marketing planning steps<br />
Create a plan!<br />It provides a sense of purpose and direction<br />Acts as a guide to implementation and control<br />
EIGHT MARKETING PLANNING STEPS<br />Step 1: 		Situation Analysis<br />Step 2: 		Objectives<br />Step 3: 		Strategies<br />...
1. Situation analysis: target audience<br />Know thy audience!<br />Cultural and social influences, individual differences...
Situation analysis: next…<br />Segmentation<br />If jewelry, consider various consumers and their needs<br />If IT service...
2. Set Your Objectives<br />Objectives should be SMART:<br />Specific<br />Measurable<br />Attainable<br />Realistic<br />...
3. Determine key strategies for meeting those objectives<br />For example:<br />Objective: Increase awareness of DRC servi...
4. Set Your budget<br />Try to develop a budget to meet your plan, and not a plan to meet your budget<br />Develop the pla...
Advertising <br />Social media<br />Blogging<br />Linked In, Twitter, Facebook, other social networks<br />Web sites <br /...
6. Coordinate marketing efforts<br />Create a timeline—schedule execution<br />Microsoft Project or other software may hel...
7. Measure effectiveness<br />To be measured:<br />Awareness<br />Interest<br />Recognition<br />Recall<br />Attitude chan...
Formal surveys
Online polls
Project evaluations
Sales from leads generated through marketing
Increased revenues
Increase in clients</li></li></ul><li>8. evaluate<br />Is there a return on investment?<br />Am I spending too much time o...
How social media impacts marketing<br />
Social Media OMG – Where to Start?<br />
How Social Media Works<br />“Turn strangers into friends,<br />Turn friends into customers,<br />And then… do the most imp...
  LinkedIn: 120 million users<br />
Twitter: 106 MILLION USERS<br /><ul><li>Twitter is a social network consisting of short updates, or tweets
You post tweets for your followers to read
Your followers post tweets for you to read
Platform for the web or your mobile device</li></li></ul><li>750 million users<br />
Fan page<br />
The 30 Second Elevator Pitch<br />
1. Identify what’s really unique<br />
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One woman2011

  1. 1. Market thyself! Marketing fundamentals and the 30-second elevator pitch<br />MaryJane Mudd<br />Full Tilt Communications<br />August 19, 2011<br />
  2. 2. we will cover:<br />What’s marketing, anyway?<br />Fundamental questions<br />Eight marketing planning steps<br />Social media’s role in the marketing mix<br />The 30 second elevator pitch<br />Resources<br />
  3. 3. What’s marketing, anyway?<br />
  4. 4. What is marketing?<br />Marketing is the activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.<br /> --The American Marketing Association<br />
  5. 5. Classic marketing: the 4 p’s<br />Price<br />Product<br />Placement<br />Promotion<br />
  6. 6. Strategic marketing vs. tactical<br />VS.<br />
  7. 7. Fundamental questions<br />
  8. 8. Fundamental questions<br />What are my primary services or products?<br />Who is my target audience?<br />What’s the pain point for my target audiences?<br />How can I best reach my audiences?<br />How can I differentiate myself or my products/services from competitors?<br />How much can I spend in terms of time and money?<br />
  9. 9. Eight marketing planning steps<br />
  10. 10. Create a plan!<br />It provides a sense of purpose and direction<br />Acts as a guide to implementation and control<br />
  11. 11. EIGHT MARKETING PLANNING STEPS<br />Step 1: Situation Analysis<br />Step 2: Objectives<br />Step 3: Strategies<br />Step 4: Budgeting<br />Step 5: Tactics<br />Step 6: Coordination<br />Step 7: Measure Effectiveness<br />Step 8: Evaluation<br />
  12. 12. 1. Situation analysis: target audience<br />Know thy audience!<br />Cultural and social influences, individual differences, decision processes<br />Definition and identification of target groups<br />How?<br />Name recognition surveys<br />Online polling<br />One-on-one interviews<br />Value your own experience<br />Other<br />
  13. 13. Situation analysis: next…<br />Segmentation<br />If jewelry, consider various consumers and their needs<br />If IT services, consider various consumers and their needs<br />Competition<br />Who is in your space? Are your products or services better? The same? What’s your value message?<br />SWOT analysis<br />Strengths, Weaknesses, Opportunities, Threats<br />4 P’s<br />
  14. 14. 2. Set Your Objectives<br />Objectives should be SMART:<br />Specific<br />Measurable<br />Attainable<br />Realistic<br />Time limited<br />
  15. 15. 3. Determine key strategies for meeting those objectives<br />For example:<br />Objective: Increase awareness of DRC services by 20% in Third Ward, Houston.<br />Strategy: Rely on face-to-face communications channels trusted by the local community.<br />Tactics:<br />Church meetings<br />Town halls<br />Breakfast groups<br />Parent sessions<br />Public festivals<br />Health fairs<br />Art shows…<br />
  16. 16. 4. Set Your budget<br />Try to develop a budget to meet your plan, and not a plan to meet your budget<br />Develop the plan, then revise if needed per budgetary constraints, priorities<br />
  17. 17. Advertising <br />Social media<br />Blogging<br />Linked In, Twitter, Facebook, other social networks<br />Web sites <br />Articles/publishing<br />Media relations: press releases, media comments<br />Public speaking <br />Outdoor advertising, signage<br />Brochures, collaterals<br />Cause-related marketing<br />Event marketing<br />Networking: Industry events, breakfast clubs, boards<br />5. determine tactics to reach your audience/segments<br />
  18. 18. 6. Coordinate marketing efforts<br />Create a timeline—schedule execution<br />Microsoft Project or other software may help<br />Achieve proper balance between program elements<br />Delegate if possible; use personnel and outside services<br />Revise budgets, elements, as needed<br />
  19. 19. 7. Measure effectiveness<br />To be measured:<br />Awareness<br />Interest<br />Recognition<br />Recall<br />Attitude change<br />Behavioral intentions<br />Revenues<br />Client numbers<br /><ul><li>How?
  20. 20. Formal surveys
  21. 21. Online polls
  22. 22. Project evaluations
  23. 23. Sales from leads generated through marketing
  24. 24. Increased revenues
  25. 25. Increase in clients</li></li></ul><li>8. evaluate<br />Is there a return on investment?<br />Am I spending too much time on marketing?<br />Too much money?<br />What could be done differently, more efficiently?<br />Is the market changing?<br />The marketing process <br />is ongoing.<br />
  26. 26. How social media impacts marketing<br />
  27. 27. Social Media OMG – Where to Start?<br />
  28. 28. How Social Media Works<br />“Turn strangers into friends,<br />Turn friends into customers,<br />And then… do the most important job:<br />Turn your customers into sales people.”<br />- Seth Godin<br />
  29. 29. LinkedIn: 120 million users<br />
  30. 30. Twitter: 106 MILLION USERS<br /><ul><li>Twitter is a social network consisting of short updates, or tweets
  31. 31. You post tweets for your followers to read
  32. 32. Your followers post tweets for you to read
  33. 33. Platform for the web or your mobile device</li></li></ul><li>750 million users<br />
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38. Fan page<br />
  39. 39. The 30 Second Elevator Pitch<br />
  40. 40. 1. Identify what’s really unique<br />
  41. 41. 2. Make your heart race<br />
  42. 42. 3. Kiss: Keep it simple…<br />
  43. 43. 4. Write it out<br />
  44. 44. 5. Rehearse, refine, rehearse<br />
  45. 45. Marketing Planning Resources<br />http://www.quickmba.com/marketing/plan<br />Essentials of Marketing: A Marketing Strategy Planning Approach, by Perreault, 11th Edition 11 w/CD <br />Guerrilla Marketing For Consultants: Breakthrough Tactics For Winning Profitable Clients, by Jay Conrad Levinson<br />
  46. 46. More Resources<br />www.marketingprofs.com<br />www.webmarketcentral.blogspot.com<br />www.ama.org<br />www.technorati.com<br />
  47. 47. Thank you!<br />MaryJane Mudd<br />mjm@fulltiltcomm.com<br />www.fulltiltcommunications.com<br />www.twitter.com/MJMudd<br />www.linkedin.com/in/fulltilt<br />http://www.facebook.com/FullTiltComm<br />http://maryjanemudd.wordpress.com<br />Work: 281.589.2256<br />Cell: 281.562.2954<br />

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