Brighter Marketing

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Brighter Marketing

  1. 1. Brighter Marketing<br />Market Research and Marketing <br />Joanne Morley <br />Brighter Marketing <br />
  2. 2. Before You Get Started <br />Before you make any decisions about how to market and sell your products and services you need to make sure you know where you are heading, what you are selling and if there is a market for it…<br />
  3. 3. First of All Research?<br />Just because you have a great idea…<br />It doesn’t mean there is a market for it.. <br />Market research is finding out if there is a market before you go ahead and develop your bike for fishes…<br />
  4. 4. Who Are You Selling To?<br />Business to Consumer<br /><ul><li> Age
  5. 5. Sex
  6. 6. Location
  7. 7. Lifestyle
  8. 8. Income
  9. 9. Occupation
  10. 10. Family status
  11. 11. Who is doing the buying?</li></ul>Business to Business <br /><ul><li> Vertical Sector
  12. 12. Employees – 1to 20,000
  13. 13. Turnover - £1 to £Millions
  14. 14. Geographical – West Yorkshire
  15. 15. Buyer – MD, Marketing Manager etc</li></ul>Who is your ideal customer?<br />
  16. 16. Who Are You Selling To?<br />Describe the characteristics of your ideal client? <br />Who is your ideal client?<br />Why would your product/<br />service appeal to them?<br />
  17. 17. What Are You Selling?<br />Many companies sell the physical product <br />Overwhelm the prospect with<br /><ul><li> Technical messages
  18. 18. Complexities
  19. 19. How it works
  20. 20. How long it lasts
  21. 21. What speed it runs at </li></li></ul><li>Major Shift in Thinking<br />Nobody who bought a drill actually <br />wanted a drill<br />They wanted a hole<br />Therefore, if you want to sell drills, you should <br />advertise information about making holes <br />NOT information about drills<br />The Definitive Guide to <br />Drilling Success<br />Make Perfect Holes <br />Every Time with the X500<br />
  22. 22. What are You Really Selling<br />“I don’t sell <br />cosmetics… <br />…I sell HOPE”<br />Elizabeth Arden<br />
  23. 23. The Mind Battle<br />+<br />=<br />Saturation<br />The average mind is a dripping sponge…yet we continue to pour more information into the supersaturated sponge & are disappointed when our marketing messages fail to get through…Jack Trout<br />The answer KEEP IT SIMPLE<br />
  24. 24. Describe Your Business? <br />Who?<br />What?<br />How?<br />Think benefits and what’s in it for them<br />
  25. 25. What Are You Really Selling?<br />Better products don’t always win…better perceptions tend to be winners<br />Increase<br />Improve<br />Enhance<br />Reduce<br />Save<br />Gain<br />
  26. 26. Text<br />
  27. 27. Picture <br />
  28. 28. Four Questions<br />1. Why should I listen to you?<br />2. Why should I believe what you have to say?<br />3. Why should I do anything about what you’re offering?<br />4. Why should I act now?<br />
  29. 29. Brand<br />
  30. 30. What is a Brand?<br />Not just multi nationals<br />Not just a logo - values <br />Differentiates<br />Linked to what is in your clients head…<br /> They associate one or two words to it…<br />They make assumptions…<br />…it is much more than just a logo…<br />
  31. 31. Selling Tool Box<br /><ul><li>Promotional Items
  32. 32. Testimonials
  33. 33. Blogs, pods…
  34. 34. Guides
  35. 35. Word of Mouth
  36. 36. Web 2.0 Twitter etc
  37. 37. Telemarketing
  38. 38. Hospitality
  39. 39. Viral Marketing
  40. 40. Advertising
  41. 41. Direct mail
  42. 42. Email
  43. 43. Website
  44. 44. Google PPC
  45. 45. Optimisation
  46. 46. PR
  47. 47. Your network
  48. 48. Flyers
  49. 49. SEO</li></li></ul><li>To Sum Up <br /><ul><li> What is your vision?
  50. 50. Who are you selling to ?
  51. 51. What are you selling?
  52. 52. What are you really selling?
  53. 53. What does your brand say about you?
  54. 54. What are your selling tools?
  55. 55. And…</li></li></ul><li>Brighter Marketing<br />Any Questions<br />

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