Social star s-w markering workshop

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Social star s-w markering workshop

  1. 1. WWW.SOCIALSTAR.COM.AU Marketing
  2. 2. WWW.SOCIALSTAR.COM.AU Agenda  PART 1: Marketing Overview  Break  PART 2: New Marketing
  3. 3. WWW.SOCIALSTAR.COM.AU Part 1 Marketing Overview What is Marketing?
  4. 4. WWW.SOCIALSTAR.COM.AU What is Marketing?
  5. 5. WWW.SOCIALSTAR.COM.AU What is Marketing? Marketing is...
  6. 6. WWW.SOCIALSTAR.COM.AU What is Marketing? Definition from Kotler textbook “…an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
  7. 7. WWW.SOCIALSTAR.COM.AU What is Marketing? Definition Andrew Ford Every interaction you have with a customer = Perception
  8. 8. WWW.SOCIALSTAR.COM.AU 8 The Marketing Process Review and Refine Implementation, Control and Measurement How do you reach your target customers? Your Products Your Customers Feedback Planning 7 Ps
  9. 9. WWW.SOCIALSTAR.COM.AU Marketing Mix: 7Ps
  10. 10. WWW.SOCIALSTAR.COM.AU 10 Understanding your Product - What the consumer swaps for money - Can be a product or service - Needs to be different from your competitors - Includes tangible and intangible factors - Includes packaging
  11. 11. WWW.SOCIALSTAR.COM.AU 11 Understanding your Price - The perceived value compared to perceived cost - Lowest isn’t necessarily best - Includes more than just money - Risk - Time - Peer judgment $9 | $11 | $15 |$8.75
  12. 12. WWW.SOCIALSTAR.COM.AU 12 Understanding your Promotion - Sales is part of promotion - Traditional media Vs new media - High touch Vs low touch - Branding Vs Sales
  13. 13. WWW.SOCIALSTAR.COM.AU Marketing Vs Sales
  14. 14. WWW.SOCIALSTAR.COM.AU 14 Understanding your Place - Where does the consumer get your product - Includes website and brochures for services - How does your customer perceive you based on where they buy it?
  15. 15. WWW.SOCIALSTAR.COM.AU 15 Understanding your People - What do your people say about your brand? - Every person a customer interacts with is part of the product - For services this is especially critical
  16. 16. WWW.SOCIALSTAR.COM.AU 16 Understanding your Process - How do you service the client? - Who does what, when and how - More critical for services - Documentation is paramount
  17. 17. WWW.SOCIALSTAR.COM.AU 17 Understanding your Physical Environment - What do your office say about your brand? - If not your office, where your client meets your product - Can you control it?
  18. 18. WWW.SOCIALSTAR.COM.AU 18 How to create a Marketing Plan
  19. 19. WWW.SOCIALSTAR.COM.AU Marketing Planning
  20. 20. WWW.SOCIALSTAR.COM.AU Marketing Planning
  21. 21. WWW.SOCIALSTAR.COM.AU 1. Understand Your Products
  22. 22. WWW.SOCIALSTAR.COM.AU 22 2. Understand Your Customer - Who is your target market? (Demographic, psychographic) - What pain points are they facing? - What is their ideal state/lifestyle? - Which channels are they hanging out at? - Think of the perfect individual
  23. 23. WWW.SOCIALSTAR.COM.AU 3. Understand Your Market
  24. 24. WWW.SOCIALSTAR.COM.AU 4. Understand Your Competition
  25. 25. WWW.SOCIALSTAR.COM.AU 5. Understand Your S&W
  26. 26. WWW.SOCIALSTAR.COM.AU 6. Define Marketing Mix
  27. 27. WWW.SOCIALSTAR.COM.AU 7. Communicate
  28. 28. WWW.SOCIALSTAR.COM.AU 8. Listen, Measure and Revise
  29. 29. WWW.SOCIALSTAR.COM.AU Marketing Exercise  10 minutes create, then present  Team 1: Create a SWOT for S&W  Team 2: Create a Perceptual Map for S&W
  30. 30. WWW.SOCIALSTAR.COM.AU 30 Useful Marketing Tips
  31. 31. WWW.SOCIALSTAR.COM.AU Marketing Budget  Strategies:  Percentage of sales  Competition based  Outcome driven
  32. 32. WWW.SOCIALSTAR.COM.AU 32 Marketing in Big and Small Companies Big company  Bigger budget  Have a long lasting brand reputation  Can afford traditional media (eg.TV)  Reach a more larger customer base,  Less personal, customized, and targeted  Have a multiple brand strategy (e.g. Apple),  Economies of scale Small company  Less budget  Trust issue. Need to build an authentic brand  Use more digital media platforms  Need more creative approaches to stand out  Single products and strategy  Can’t compete on big scale,
  33. 33. WWW.SOCIALSTAR.COM.AU Marketing Forecast Factors to consider:
  34. 34. WWW.SOCIALSTAR.COM.AU Marketing Measurement Sales  Monthly Budget  Number of phone calls  Number of appointments  Number of deals/sales  Revenue  Profits Marketing  Individual KPI  Leading Indicators  Outcome  Adwords  ROI
  35. 35. WWW.SOCIALSTAR.COM.AU Final Thought Marketing is about people
  36. 36. WWW.SOCIALSTAR.COM.AU Break Time
  37. 37. WWW.SOCIALSTAR.COM.AU Part 2 New Marketing
  38. 38. WWW.SOCIALSTAR.COM.AU Service Sales Process
  39. 39. WWW.SOCIALSTAR.COM.AU How to stand out in a noisy world?
  40. 40. WWW.SOCIALSTAR.COM.AU Shout the Loudest
  41. 41. WWW.SOCIALSTAR.COM.AU Attract rather than Seek
  42. 42. WWW.SOCIALSTAR.COM.AU
  43. 43. WWW.SOCIALSTAR.COM.AU “80 million people are Googled every day” Ruby Media Group
  44. 44. WWW.SOCIALSTAR.COM.AU Change in Thinking Push Marketing • Advertising • Marketing • Ads • Google SEM • Social ads • Push • Money • Quick and stop Attraction Marketing • Branding • Networking • Content • Google SEO • Social posts • Attraction • Effort • Slow and continued
  45. 45. WWW.SOCIALSTAR.COM.AU Lead people to you
  46. 46. WWW.SOCIALSTAR.COM.AU
  47. 47. WWW.SOCIALSTAR.COM.AU Personal Branding
  48. 48. WWW.SOCIALSTAR.COM.AU Branding Process LeverageUnderstand Build
  49. 49. WWW.SOCIALSTAR.COM.AU Essential Brand Assets Tagline Biography Website Photography Social Media
  50. 50. WWW.SOCIALSTAR.COM.AU Step 1 - Photography
  51. 51. WWW.SOCIALSTAR.COM.AU Step 2 - Tagline
  52. 52. WWW.SOCIALSTAR.COM.AU Step 3 - Biography
  53. 53. WWW.SOCIALSTAR.COM.AU Step4 – Social Media
  54. 54. WWW.SOCIALSTAR.COM.AU Step 5 – Website
  55. 55. WWW.SOCIALSTAR.COM.AU Your Perfect Pitch  Four Step Process 1. What is the problem you solve 2. What is the solution to that problem you offer 3. Why you – credibility and emotion 4. What’s next
  56. 56. WWW.SOCIALSTAR.COM.AU Make An Impact!
  57. 57. WWW.SOCIALSTAR.COM.AU Websites www.socialstar.com.au www.andrewford.com.au www.About.me/fordy Connect With Me Social Media LinkedIn : sirford Facebook : andyjford Twitter : @sirford Instagram : sirford Youtube : Andrew Ford Google + : Andrew Ford
  58. 58. WWW.SOCIALSTAR.COM.AU Marketing Measurement Metrics

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