The document summarizes a marketing workshop that covers the basics of marketing, advertising, branding, and developing a marketing plan. The workshop agenda includes introductions, an overview of key marketing concepts, developing a marketing plan, and examples of marketing tactics. The objectives are to help participants improve their marketing efforts through understanding marketing planning and developing plans, and providing easy to use tactics. Key topics covered include defining marketing, the marketing mix, branding, developing situation analyses and strategies, and examples of online surveys, search, social media, and website tactics.

1. Marketing 101
Watershed Institute
March 24, 2015
Prof. Matthew Weber

2. 2
Workshop Agenda
• Introductions
• Overview of Marketing, Advertising, Branding
[break]
• Basics of a Marketing Plan
[break]
• Tactics and Marketing in Practice
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3. Objectives
• To get you thinking about ways you can improve your marketing
efforts
• To provide you with a deeper understanding of the importance of
marketing planning, and to provide you with an overview of how
you can develop marketing plans
• To provide you with easy-to-use tactics to improve your specific
marketing campaigns
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4. OVERVIEW
4

5. What is media?
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6. 21st Century Marketing & Advertising
• Rise of targeted media
– 21st century invention or evolving pattern?
• Newspapers?
• Radio?
• TV?
– Shift to small-scale marketing opportunities
• Social media
• Word-of-mouth
• Guerilla-style marketing
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7. touchpoints
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8. 8

9. What is a brand?
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11. 11

12. 12

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17. What is a brand?
“a name, term, sign symbol, or design,
or a combination of them, intended to
identify the goods or services of one
seller or group of collers and to
differentiate them from those of
competitors.”
(AMA, 2008)

18. Six levels of meaning
attributes
benefits
values
culture
personality
user

19. What is marketing?
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20. What is marketing?
• Traditional Approach
– Selling & Advertising (one part)
– What else?
• Product
• Place
• Promotion
• Price
• Customer Satisfaction
– What do you think it means for non-profits?
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21. The Product Element
• What is the product?
– Where are you in your product lifecycle?
• Marketers…
– Position
– Differentiate
– Brand
• Name
• Words
• Symbols
• Design
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22. Common marketing problems
• How can we identify and choose profitable market segments?
• How can differentiate our offer from our competition?
• How should we react to competitors? (should we react?)
• How can we satisfy our customers and build brand loyalty?
• How can we measure the effectiveness of an ad campaign, of Public
Relations, of a promotion, etc…?
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23. 23

24. Strategy vs. Tactics
• Strategy is means to accomplish goal, e.g., awareness goal will be
met by advertising
• Tactics pertains to the implementation, e.g., media schedule,
agency, message, etc.
– how to, by whom, by when, with what resources
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25. What is advertising?
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26. #FirstWorldProblems
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28. 28

29. Monitors & Controls
• 74% of consumer product firms have explicit sales promotion tactics
– Only 36% monitor
• 69% of industrial firms have explicit sales tactics
– Only 46 % monitor
• Only 1 in 4 firms has a contingency plan
– Both good and bad events (e.g., competitor merges or leaves)
– What ifs and appropriate trigger points
29Source: Conference Board

30. BASICS OF MARKETING PLANNING
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31. Why do a marketing plan?
• Develop a strategic document that can guide your marketing for 2 –
5 years
– Insures consistency even in the case of turnover / disruptions
– Helps to build a strong brand
• Makes a case for funding
– Avoids the “one-off” problem
• Communicates marketing across the organization
– Shift from “marketing as a cost center” to “marketing as a organization wide
initiative”
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32. The Marketing Plan
• Where are we now?
• Where do we want to be?
• How do we get there?
• Contains:
– Executive Summary
– Situation Analysis
– Marketing Objectives
– Strategy and Tactics
– Monitors and Controls
– Financial Documents
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33. Marketing Plans 101
• Table of Contents
– Executive Summary
– Situation analysis
– Market Analysis & Strategies
– Tactical Plans
– Appendices
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34. Situation Analysis (the 5C’s)
• Review of Status and Future Outlook
– Not just data, but implications
– Brevity, prioritization of information
– Diagnostic, not descriptive
• 5C’s
– Customer
– Company
– Context
– Collaborators
– Competitors
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35. Market analysis and strategies
• STP
– Segmentation
– Targeting
– Positioning
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36. 36

37. Tactical Plans
• The 4Ps
– Product
– Price
– Place
– Promotion
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38. Appendices
• Include your backup data
• Include summaries of research
– Primary – focus groups, surveys, etc.
– Secondary – industry reports, trends
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39. MARKETING IN PRACTICE
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40. Stages of Market Research
• Problem Definition (analyze)
• Approach to Problem
• Research Design
• Field Work
• Data Preparation & Analysis
• Report Preparation & Presentation
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41. Conducting Marketing Research
• Online surveys
– Basic survey elements and pitfalls
• Avoid open ended questions
• Avoid overlapping categories
• Avoid double-barrel questions
• Have someone test your survey!
– Use a free online survey
• Qualtrics.com and surveymonkey.com
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42. Tactics
• Create an impactful brand image
– Consider using freelance services
• 99designs.com
• Search
– Purchasing keywords and placing ads
– Google Adwords (adwords.google.com)
• Digital
– Determine how tactics match strategy
– Only invest time if you can sustain the commitment
• Social
– Engage and advertise
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43. Driving Website Relevance
• Consider an online design resource
– Moonfruit.com
– Squarspace.com
• Increase search presence
– Keywords on websites
– Linking to others, and having others link to you
• Leverage networks
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44. 44

45. Thank You!
Matthew Weber
Assistant Professor, Department of Communication
Rutgers University
matthew.weber@rutgers.edu
848-932-8718
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