Strategic Marketing with Gemma Manning Webinar


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Develop effective strategic marketing and set your business apart.

Today's major challenge lies in developing a killer marketing strategy in order to cement brands for survival. We exist in an ever-demanding and dynamic landscape of sophisticated consumers, competition and marketplace demands. As choices become vast, the only thing that matters are your relationships with the marketplace.

During this webinar with guest speaker Gemma Manning, you will learn:

How to define the needs of your customer/consumer and use these insights to build a basis for effective marketing strategy
How to differentiate your brand and maximise growth in a competitive landscape with solid and sustainable brands
How to understand your market, challenge your offering and position it against your core target consumer/customer
How to define your brand and its strategic role in the business
The best structure for defining and building your marketing strategy

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Strategic Marketing with Gemma Manning Webinar

  1. 1. Develop effective strategic marketing and set your business apart. Strategic Marketing
  2. 2. Catherine McFarlane Australian Businesswomen’s Network
  3. 3. Suzi Dafnis Australian Businesswomen’s Network
  4. 4. GoToMeeting Corporate is the most cost-effective, accessible and easily managed online collaboration solution ever. Sponsored by
  5. 5. Gemma Manning Manning & Co
  6. 6. David Hand Newport Consulting
  7. 7. <ul><li>Newport is a fast growing mid-tier management consultancy that has doubled its sales revenue in the last two years. </li></ul><ul><li>Founded in 2006, to fill a gap in the operational management consultancy market </li></ul><ul><li>Its marketing strategy is to be a challenger to traditional ‘management consulting’ companies and to occupy the role of educator and a thought-leader on the often misunderstood areas of ‘productivity’ and ‘operational excellence’ </li></ul>Case Study: Introducing Newport Consulting
  8. 8. <ul><li>A way forward for a business taking into account market and customer trends </li></ul><ul><li>Defines a businesses position, its products/services mix, its competition and how it is different, the target market, their trends and buying behavior. </li></ul><ul><li>Drives a sales and marketing plan </li></ul><ul><li>Shaped by overall business goals </li></ul><ul><li>About being insightful rather than reactionary </li></ul>What is strategic marketing?
  9. 9. <ul><li>Bring clarity to your businesses overall market position and what the future holds </li></ul><ul><li>Will save you time and money from otherwise tactics that are ad hoc and don’t add value to the business or meet your objectives </li></ul>What value can it add to my business?
  10. 10. How to build a marketing strategy?
  11. 11. <ul><li>What changes are taking place in business environment? </li></ul><ul><li>Are there patterns of change and how are they related to your business and the competition? </li></ul><ul><li>Are these changes opportunities or threats? </li></ul><ul><li>What are the competition doing? Who is out there? Have new competitors emerged? Have other competitors folded? What are their strategies? How are they going to market? Use a competitor matrix for this. </li></ul>Take note of the external environment!
  12. 12. <ul><li>What are our strengths and weaknesses? </li></ul><ul><li>What are my business objectives? </li></ul><ul><li>What is the purpose of my business? What gap in the market place am I trying to fill. </li></ul><ul><li>What is my unique selling point? </li></ul>Self examination!
  13. 13. <ul><li>What are customers looking for? What are their needs? </li></ul><ul><li>What are your customer’s customers looking for? </li></ul><ul><li>What are the purchasing behaviours? </li></ul><ul><li>Which customers are the most profitable? Do a simple customer matrix. </li></ul><ul><li>How will I target the right potential customers? </li></ul><ul><li>Could I improve my customer service? </li></ul>Listen to your customers!
  14. 14. <ul><li>Could changing my products or services increase sales and profitability? </li></ul><ul><li>Could extending my product list or service provision meet existing customers‘ needs as well as future customers? </li></ul><ul><li>How will I price my product or service? </li></ul><ul><li>Match your product/service to your customer segments. What are the benefits of your product/service to each customer group. </li></ul>Products/Services!
  15. 15. <ul><li>Strategic Marketing plan that has the following components: </li></ul>How does this all come together? <ul><ul><li>Business positioning /strategy (goals, objectives, vision statement, mission statement, value proposition) </li></ul></ul><ul><ul><li>Environment analysis </li></ul></ul><ul><ul><li>Competitive landscape </li></ul></ul><ul><ul><li>Insightful SWOT analysis </li></ul></ul><ul><ul><li>Brand positioning </li></ul></ul><ul><ul><li>Market Drivers/ Market Trends & Buyer Behaviour </li></ul></ul><ul><ul><li>Market Segmentation & Size </li></ul></ul><ul><ul><li>Target Market/Customer profile – Customer Matrix </li></ul></ul><ul><ul><li>Marketing Goals/Objectives </li></ul></ul><ul><ul><li>Marketing Activities/Calendar </li></ul></ul>
  16. 16. Strategic brand model Business Strategy Brand Strategy Our Personality To be the management consultancy that companies in Australia and New Zealand want to work with – the first place to go for operational excellence and business improvement. The management consultancy that companies want to work with by: Making a real difference to a business’ performance and culture; Understanding a business’ strategy and culture when executing operational excellence; Offering a responsive and flexible service that cannot be imitated by traditional management consultancies; Keeping customers ahead in operational excellence; Delivering sustainable results through employee engagement;     We add value We keep businesses ahead in operational excellence We are flexible, accountable and responsive We believe in what we do We are trusted advisors Brand Essence Accountable Personable Innovative Passionate Trusted Determined to add value Our Values
  17. 17. Relationship of branding to business
  18. 18. <ul><li>Regularly review assumptions on which strategy is built </li></ul><ul><li>Take note of what is happening around you </li></ul><ul><li>Listen to your customers and their customers </li></ul><ul><li>Consider all areas of the marketing mix </li></ul><ul><li>Link strategy to people and operations </li></ul><ul><li>Learn the art of execution </li></ul>Secrets for a killer strategy
  19. 19. <ul><li>Making assumptions about what customers want </li></ul><ul><li>Ignoring or underestimating the competition </li></ul><ul><li>Looking only internally rather than externally </li></ul><ul><li>Trying to compete on price alone </li></ul><ul><li>Relying on too few customers </li></ul><ul><li>Becoming complacent about what you offer and failing to innovate. </li></ul>Pitfalls to avoid
  21. 21. GoToMeeting Corporate is the most cost-effective, accessible and easily managed online collaboration solution ever. Sponsored by
  22. 22. <ul><ul><li>Financial Strategies for the Growing Business. </li></ul></ul><ul><ul><li>The five stages of business financial knowledge </li></ul></ul><ul><ul><li>Systems you need in place to monitor your business at each stage </li></ul></ul><ul><ul><li>Reports you must grow into at each stage </li></ul></ul><ul><ul><li>Resources you will require along the journey </li></ul></ul><ul><ul><li>How to link all the facets of your business to drive profits </li></ul></ul><ul><ul><li>How to love your business numbers and what they can do for you </li></ul></ul><ul><ul><li>28 April 2010 </li></ul></ul><ul><ul><li>10.30am – 12.00pm AEST </li></ul></ul><ul><ul><li>Growth Members - $0 – FREE </li></ul></ul><ul><ul><li>StartUp Members - $39 </li></ul></ul><ul><ul><li>Non-Members - $59 </li></ul></ul>Managing Business Performance
  23. 23. <ul><ul><li>DRIVE: The Surprising Truth About What Motivates Us </li></ul></ul><ul><ul><li>We've been conditioned to think that the best way to motivate ourselves and others is through external rewards like money or fame, or by the fear of punishment - the carrot-and-stick approach. That's a mistake, Daniel H. Pink says in his transformative new book DRIVE - The Surprising Truth About What Motivates Us. </li></ul></ul><ul><ul><li>Join us on 8 April when Daniel H. Pink takes part in BOOKED for Lunch - Free Webinars with the world's leading business authors and thinkers. </li></ul></ul><ul><ul><li>8 April 2010 </li></ul></ul><ul><ul><li>12.00pm – 1.00pm AEST </li></ul></ul><ul><ul><li>FREE WEBINAR </li></ul></ul>BOOKED for Lunch Daniel H. Pink