What is Marketing?
Marketing is 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
What is Marketing?
* Creating and communicating
customer value. *
MARKETING – The 24 Tactics
1. Develop/improve website 2. Search Engine Optimization
3. TV ads 4. Newspaper ads
5. Radio ads 6. Magazine ads
7. Ad mail/flyers 8. Database/e-mail marketing
9. Online ads 10. Web links
11. Out-of-home/billboards 12. Directory advertising
13. In-store/p.o.s. signage 14. Hire salespeople
15. Consumer/trade shows 16. Create a sale event/promotion
17. Sampling 18. Community sponsorships
19. Public relations 20. Blog/Facebook/editorial
21. Networking 22. Referrals
23. Advocates 24. Internal mktg.
MARKETING - Components
DIRECT SELLING Product
PUBLIC RELATIONS Locations
The aim of marketing is to know
and understand the customer so
well the product or service fits
him and sells itself.
Why should your customers buy
What can you say to convince
Customers must recognize that
you stand for something.
MARKETING - strategy
Where do you start?
The 4 P’s: Or a S.W.O.T. Analysis?
MARKETING – Strategy Development
For most companies, an effective strategy is
achieved by working through The 4 M’s of
MARKETING - objectives
What do you want your marketing strategy to do?
Attract new customers Build brand image
Increase margins Sell product now
Grow current customers Create demand…
What can you be the best in
the world at?
Analyze your Target Market and your Competitive Market…
Who is your best customer?
Demographics … age, income, household size …
Psychographics …what are their Values/Attitudes/Lifestyles?
Geographics … where do they live, work, shop?
Media habits … are they heavy users of any media?
Influencers … can your target’s influencers be targeted?
How large is your Target Market?
How many Target Markets?
Are there other potential markets for growth?
What do you do better than anyone else?
Identify your Core Competency and then your Value Proposition (or
Unique Selling Proposition)
Then consider your competitors and their strengths and weaknesses
1. ______________ s/w:___________________________________
2. ______________ s/w:___________________________________
3. ______________ s/w:___________________________________
• Where is the opportunity for you to be positioned?
• What position can you own in a consumer’s mind?
The Marketing Matrix
C D Expertise
The basic issue in marketing is
creating a category you can be
first in. It’s better to be first than
it is to be better.
Jack Trout & Al Ries
Answer W.I.F.M.? Self-
Basic Necessity Actualization
Status Basic Needs
What “emotional driver” can you tap into?
Great brands find relevant ways to
tap the emotional drivers that
already reside deep inside each of
Scott Bedbury “A New Brand World”
What can you say to convince them to do business with you?
Persuasive, memorable messages (A.I.D.A. Communication formula):
Engage your customer (get their ATTENTION) …
Tell them what is in it for them (peak their INTEREST) …
Tell them what it will do for them (build a DESIRE) …
State what you want them to do (call them to ACTION) …
Re-state benefits of your business (your positioning statement) …
Make your name stick (name association) …
Simplify … less is more
A brand for a company is like a
reputation for a person. You
earn your reputation by doing
the hard things well.
Jeff Bezos, Amazon.com
What is the most effective method to deliver your Message?
1. Reach the right people
2. With the right message
3. In the right environment
4. The right number of times
5. As cost-efficiently as possible
The 4 methods of Promotion …
Advertising…Promotional Marketing…Public Relations …Direct
What is your Marketing Budget? … (1-20% of potential gross sales …
depending on your goals, your market and your margins)
The 24 Tactics
1. Website (e-commerce) 2. S.E.O. (maximize keywords)
3. TV (use sponsorships) 4. Newspaper (scatter ads)
5. Radio (voice your own ad) 6. Magazine (inserts)
7. Ad mail/flyers (send invitations) 8. Database mktg. (send e-newsletter)
9. Online ads (Google adwords) 10. Web links (build business connections)
11. O.O.H./billboards (:03 impact) 12. Directory advertising (free offer)
13. In-store/P.O.S. (unique location) 14. Salespeople (do research)
15. Consumer/Trade shows (character) 16. Sale event/promotion (open house)
17. Sampling (cheerleaders) 18. Community (sponsor team)
19. PR (newsworthy media release) 20. Editorial/Blog/Facebook/(id trends)
21. Networking (join something) 22. Referrals (offer rewards)
23. Advocates (develop advisors) 24. Internal mktg. (empower your staff)
Always dominate a medium.
The key to media dominance is
“The Wizard of Ads”
Marketing Management & Controls
Marketing Action Steps
There is only one boss. The customer.
And he can fire everybody in the
company from the chairman
down, simply by spending his
money somewhere else.
MARKETING – strategic planning
What have you identified that affects your Marketing
Write the basics of your strategy (in less than 3
(ie: In the next year we want to increase sales by 10% by increasing new
customers by 10%. We will do this by consistently communicating to our
new customer target market the benefits we offer them through our new
positioning as the market leader in product selection).
MARKETING - planning
After developing the basics of your Marketing Strategy, consider
Marketing Research – What else do we need to know?
Marketing Communication – What else will we need to say?
Marketing Tactics – What can we do best?
Marketing Calendar – When can we do it?
Marketing Action Steps – How do we start?
Marketing Metrics – How will we know when it is working?
MARKETING - research
How do you know you have the right strategy?
First, develop your research plan:
Define the problem or the info you require
Develop a plan; include sources, methodology, questionairre design, and
Implement the Plan
Review findings and revise Marketing Strategy accordingly
Internal: employees, management,
Customers: existing, former, potential
Existing Research: Statscan, internet, suppliers
Surveys: Ipsos-omnibus, customized
MARKETING - communication
Developing your Power Words and Images:
What words and phrases motivate your best customer?
What images motivate your best customer?
What is your competition communicating?
How can you communicate more effectively than them?
What type of communication may turn-off your best customers?
Is the message setting realistic expectations for your customer?
Use experts communicators in specific media
The more information you put
into a message, the less people
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
MARKETING – action plan
Develop your goals, your strategy and then your tactics …
then take action.
Who will do it? … assign responsibility
How will it be done? … list tools
When will it be done? … set dates
When will it be reviewed? … monthly, quarterly?
How will we know when it is working? … measure
How will we celebrate achievement?!?
MARKETING METRICS – and management
Seek Marketing Evaluate
Innovation Management Performance
Take Corrective Action
People who are exceptionally good at
business aren’t so because of what they
know but because of their insatiable need
to know more.
Michael Gerber, The E Myth
Every company is a Marketing Company.
Every employee is in Marketing.
MARKETING - Resources
Marketing–An Introduction – Armstrong, Kotler, Cunningham
www.sethgodin.com – Seth Godin
Positioning – Trout & Ries (or The 22 Immutable Laws of
Marketing, or Marketing Warfare, or Focus or any book by Jack Trout
or Al Ries; www.troutandpartners.com )
Good to Great – Collins ( www.jimcollins.com )
The E Myth – Michael Gerber ( www.e-myth.com )
A New Brand World – Bedbury ( www.brandstream.com )
Creative Leaps – Michael Newman
Made to Stick – Chip Heath
www.wizardofads.com – Roy Williams
…& Anthony Marketing Systems – firstname.lastname@example.org